The real estate market is challenging right now. Activity is inconsistent, pressure is mounting, and many agents are feeling stuck.

In times like these, it’s easy to start looking for something new. A new tool. A new lead source. A new way to market. The temptation is real, especially when the traditional routes feel like they’re slowing down. 

But in reality, what’s working best right now is not new at all. It’s the same foundation this business has always been built on: trust, relationships and real conversations.

This is not the time to reinvent the wheel. It is time to get back to basics.

The data speaks for itself

For years, industry data has shown that 70 to 90 per cent of an agent’s business comes from repeat and referral. That is not just a trend – it is a truth. 

Recent numbers show that the figure is rising even higher in today’s market, with some agents reporting that at least 90 to 95 per cent of their deals right now are relationship-driven.

This shift matters.

When the market slows, most agents panic. Instead of focusing on the relationships they already have, they start searching for leads in unfamiliar places. They buy online leads. They sign up for expensive automation systems. They chase the latest social media or even AI trend or throw money into digital ads that promise instant results.

The problem? Those strangers on the other end of the click are not ready. They are not loyal. And most importantly, they do not know you.

A click does not equal a client.

In a slower market, agents need to be even more intentional with where they invest their time and energy. The highest return still comes from your existing relationships – the people who know you, like you, and trust you; they are the ones who are most likely to send business your way… but you already know this.

Real marketing = real connection

There was a time when online leads flowed more freely. A decent website and a catchy social media post could spark engagement. But in 2025, that strategy is falling flat for most people. 

The volume of noise online has made it harder for agents to stand out, especially those who have leaned too heavily on automation.

What clients want now is not more marketing. They want a real connection. Someone they can trust. A professional who knows the market and will give them honest advice, not just sell them a dream.

This is why old-school tactics are making a comeback. Open houses. Door knocking. Client check-ins. Community involvement. Personal outreach. These are not outdated – they are necessary. 

They are working because they create a connection. They build familiarity. And they remind people that you are still in business and still the expert they can count on.

In many ways, it’s about humanizing your brand again. Marketing that feels too polished or impersonal simply does not perform the way it used to. This is the time to be authentic, visible, and consistent in your efforts, especially with the people already in your database.

The hardest conversation in real estate

Marketing may bring you to the door, but what you say when you get there matters just as much.

One of the toughest conversations agents are having right now is with sellers who expect to get yesterday’s prices in today’s market. It is not an easy discussion, but it is a necessary one.

The first question every agent should ask is, “Why are you selling?”. The goal is to determine if this is a need or a want for them.

If the seller needs to sell – due to a job change, family circumstance, financial situation or other personal reasons – then it becomes a strategic conversation. You can work together to price the home appropriately, position it properly, and make adjustments when needed.

But if it is only a want – and the seller is fixated on a price that no longer reflects market reality – you need to consider whether taking the listing is the right decision for you.

Let’s be real – not all listings are good listings.

Overpriced homes sit on the market. They drain your time and money, they create stress, and they can damage your reputation when the results don’t come. 

More importantly, they often lead to frustration between agent and client, which erodes trust, and severely limits opportunity for repeat or referral business.

This is why it’s critical to set expectations early and clearly. Show the data. Explain the risks. Outline a pricing strategy with contingencies. And if the client is unwilling to adjust, be prepared to walk away.

You do not need every listing. You need the right listings.

And sometimes, the most professional move is to say no.

A return to fundamentals

If the last few years taught agents how to scale and pivot, this year is teaching us how to ground ourselves again.

It is about simplifying the approach.

Focus on your core business: your past clients, your current network, and your community. Be visible. Be consistent and honest.

This is not the time to rely on hacks, bright shiny objects, or quick wins. It’s time to build trust, provide real value, and stay disciplined in your daily activities.

You don’t need a thousand leads. You need a few strong relationships – and a system to nurture them.

The bottom line

The agents who are succeeding in this market are not chasing every new trend. They are not waiting for the phone to ring. They are not afraid of the tough conversations.

They are doing the work. They are revisiting old-school strategies. They are doubling down on relationships. And they are setting clear expectations with their clients – even when those conversations are difficult.

The market may be uncertain, but what it takes to succeed is not.

Go back to the basics. Stay consistent. Be bold enough to have the conversations that matter.

Because the agents who are doing that right now? They are the ones who will be standing tall when the market shifts again.

David Greenspan

David Greenspan, CEO and founder of #MindShare101 is a nationally recognized keynote speaker, trainer and coach who helps sales professionals and businesses improve their sales and marketing efforts by
bridging the gap between online and offline marketing to achieve a higher ROI on every marketing dollar spent. His direct, raw, and real approach is designed to motivate you and give you the advice you need to know.
David’s goal is to help you build MindShare, creating a top-of-mind intuitive, instinctive reaction so when people think of the product or service you offer, they think of your name first, always putting you
in the right place at the right time to take your business to the next level.