If you want real growth in your business, it rarely comes from doing more of what you’ve always done. It comes from recognizing what works in the moment, letting go of what no longer serves you, and having the discipline to respond to emerging trends before everyone else does.
Every meaningful growth spurt I’ve experienced in my career has come from identifying a shift early and going all in while others were still debating it. Any plateau or relapse occurred when I stuck to a strategy for too long, even as results quietly declined.
If you want to build momentum this year, it’s worth taking an honest look at which trends you’re following and which you need to move away from. Here are five shifts I see clearly in the current real estate landscape. These include what’s out, what’s in, and how you can apply them to your business.
Bold marketing is out. Authentic marketing is in
For years, real estate marketing rewarded flash. Great production. Polished brand designation. Perfect lighting. Cinematic videos. That approach still has its place in true luxury markets, but for most agents it is no longer the differentiator it once was.
What wins now is authenticity.
The truth is, the phone you have in your pocket today is just as powerful as most cameras officers used five years ago. The real question isn’t how impressive your marketing looks; what matters is whether it feels real. Does it reflect who you really are? Does it match how you appear to clients in real life?
People don’t want perfection. They want connection.
Real estate is still a relationship business. When your marketing feels human and approachable, it builds trust faster than any glossy campaign ever could. Don’t wait for the “perfect” piece of content. Do more marketing that accurately reflects who you are, and your ideal customers will relate to that.
Mass marketing is out. Becoming micro-famous is in
There was a time when spreading a message to as many people as possible worked. Sending thousands of mailers. Email your entire database with one global update. Casting as wide a net as possible. While this strategy has been successful in the past, that season is over.
Today, growth comes from becoming “micro-famous” through deep fame in a small, specific area or niche. It’s better to dominate one neighborhood with 500 homes than casually advertise to 5,000 households that barely recognize your name. It’s much more effective to refine your message for a specific, smaller audience while doubling the number of mailers and marketing to that group.
If you committed to just two value-driven direct mail shipments per month to one neighborhood for a year, you would be recognized as the agent there. I’ve seen it happen countless times and consistency is always more important than scale.
There’s a story shared by Luke Acree of Reminder Media that refers to a marketing experiment where a fictional agent was created and emailed consistently to one neighborhood. Months later, residents were asked who was the best real estate agent in the area. More than half mentioned the agent who didn’t even exist simply because they saw that name repeatedly.
That is the power of focus.
The same principle applies to the content. Instead of posting about every type of buyer, every price point, and every corner of your city, pick a lane. One neighborhood. One niche. One audience. The riches are really in the niches.
“Look at me” marketing is out. ‘Look at yourself’ marketing is in
It used to be that bragging passed for marketing. Just sold messages. Awards. Rankings. Production statistics. While these are still important internally, they are no longer what attracts consumers. What resonates now is telling stories, especially stories that make someone else the hero.
Instead of highlighting a sale, highlight the story behind it. The family must cut back after a child goes to college. Buyers are taking their first step towards homeownership. When people see themselves in those stories, they begin to imagine you guiding them through a similar journey.
This also goes beyond just transactions. Put local entrepreneurs in the spotlight. New restaurants. Community events. Entrepreneurs in your market. When you consistently lift others up, something interesting happens: attention and referrals come back to you organically.
The agents who are currently growing their businesses the fastest aren’t shouting louder. They listen better and tell better stories.
Adding assistants is out. Building AI systems is in
For years, the standard growth advice was simple: hire an assistant. And while human service still matters, we are at a generational turning point. Artificial intelligence has become the most powerful assistant most agents will ever have, and AI assistance comes without the payroll of a human assistant.
Before adding overhead, ask another question: What systems can AI help me build right now? AI can help structure follow-up plans, outline social media workflows, generate market insights, organize checklists, and even surface trending topics specific to your region. Instead of delegating tasks, AI allows you to design and run smarter systems one-off.
This is the first time in real estate history that agents can meaningfully scale their operations without having to immediately scale up costs. The agents who learn to use AI as a thinking partner, and not just as a shortcut, will create enormous efficiency gains.
Part-time agents are absent. Full-time professionals are available
The pandemic created a unique season where almost anyone could close a deal or two as everyone looked to buy real estate. That market has disappeared. Today’s buyers and sellers know the process is more difficult, nuanced and risky than it has been in years. They are not looking for a favor. They are looking for a professional.
This is divorce season. The agents who consider this a full-time profession, the ones who understand contracts, negotiations, market shifts and client psychology, are standing out more than they have in a decade. Consumers want guidance, not guesswork.
This is good news for involved professionals.
When you invest in your skills, your systems and your level of service, the market takes notice. Highlight the process. Show the preparation. Communicate the value. Get excited; your professionalism has become a competitive advantage again.
Ride the right waves
Every market shift creates opportunities, but only for those willing to adapt. The agents who grow the fastest aren’t the ones who do more. They are the ones doing what works now.
Audit your business honestly. Let go of trends that have peaked. Lean on those who gain momentum. Ride the waves heading towards the shore, and you’ll reach your goals faster with much less resistance.
The best still lies ahead for agents willing to adapt.
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