"As the year winds down, most real estate agents feel the pull to jump straight into 2026 real estate goal-setting mode. New targets, fresh marketing campaigns, ambitious listing goalsit's all very energizing. Not so fast. Here's what I've learned in nearly 30 years in this business: the most successful agents pause first. They look back with intention before charging forward."
"The past year tested even the most experienced professionals. Transaction volume reached historic lows as elevated mortgage rates and hesitant sellers created a slower, more complex market. In that environment, the agents who stayed steady were the ones who communicated consistently, strengthened their personal brands, and focused on relationships rather than speed. We also saw a clear demographic shift, with first-time buyers nearing 40 and many sellers approaching retirement."
"Before setting 2026 goals, audit your business with curiosity and honesty. Here are the questions that will reveal where you should focus your energy. Which client relationships generated the most referrals, and why? Look for patterns. Were they the transactions where you communicated proactively? Where you went the extra mile on staging or marketing? Understanding what drives loyalty helps you replicate it."
Pause before setting new goals and perform an honest audit of business performance and relationships. Identify which client relationships generated referrals and the behaviors that produced loyalty, such as proactive communication, staging, or extra marketing. Analyze marketing channels for return on investment and distinguish activity that moved the needle from busywork. Recognize demographic shifts: first-time buyers nearing 40 and many sellers approaching retirement. Prioritize building a reliable personal brand, consistent client communication, and advisory services over transactional speed. Use patterns from past transactions to replicate successful approaches and allocate effort toward sustainable growth in an evolving market.
Read at www.housingwire.com
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