This industry rewards those who stand out. The safe, scripted, smiling agent fades into the background. The agent willing to take risks, challenge stale norms, and get a little uncomfortable? They’re the ones making money, and headlines.
Today’s clients, especially the ones with complicated needs (estates, seniors, hoarding/decluttering cases), don’t want a bland “area specialist” with stock headshots. They want a champion who tells it like it is and isn’t afraid to show real value — even if it makes you (and your colleagues) a bit uneasy.
Five edgy tactics that actually move the needle
Own your niche
Stop apologizing for not being “everything to everyone.” If your thing is seniors, estates, or messy homes, lean in. Use bold language (“I help families tackle the real messes—no matter how deep”), and you’ll attract people who truly need you.
Expose the flaws
Be transparent about what’s broken in the industry—lazy marketing, predatory flippers, agents who ghost families. Call it out in your content and tell clients how you do things differently.
Invite controversy
Post that unpopular opinion about open houses, or why you never recommend selling to “we buy houses for cash” vultures. The right kind of drama gets shared.
Go behind the scenes
Forget the polished highlight reels. Show the dirty work—the basement and garage clean-outs, the emotional family conversations, the true complexity behind a “simple” sale.
Collaborate outside real estate
Partner, podcast, or co-write with estate lawyers, junk haulers, or therapists. Borrow audiences no one else in real estate is touching.
Stop settling for scraps—start owning your story
This is the era of the bold Realtor—the one willing to say what others won’t, to share behind-the-curtain truths, and to build a brand that repels the wrong clients as much as it attracts the right ones. If you’re going to write your own story—and your own ticket—stop blending in and start shaking things up.
Challenge: What’s the edgiest, most honest story you’ve got from the field? Write it, share it, and let the market see the real value you bring.
“Stand out or step aside. The middle-of-the-road is crowded—especially in real estate.”
Barry Lebow, FRI, ASA, ABR, SREA, SRES, IFAS is an active Realtor and highly regarded real estate authority in Canada, who starts his 58th year in the profession in summer 2025.
Throughout his career, Barry has received numerous accolades from various real estate associations for his exceptional work in the industry. Although no longer an active appraiser, he maintains three recognized appraisal designations. Barry’s expertise extends to providing expert testimony in approximately 600 trials across North America, with his focus now on cases involving agents who are being sued.
Currently, he serves as broker of record at RE/MAX Realtron Robert Kroll Realty, Brokerage. For more information or to get in touch with Barry, visit barrylebow.com.
