A Love Letter to New Real Estate Agents

You finally did it. You studied for months, guided by the promise of flexible schedules and a limitless earning potential… weighted by the knowing that your income would be 100% dependent on the work you put in.

Just as you’re stepping into this dynamic industry that promises constant change - everything changes again. Are buyer commissions going away? Are real estate agents becoming obsolete? And why is there so much conflicting information? Nobody seems to have the answers. 

The road can feel daunting at times, but I want you to remember this: change is inevitable, and we’ve been here before. 

Today’s veteran agents have faced countless challenges - all of them threatening a real estate agent’s value and causing disruption in the industry:

• The rise of Zillow and the threat of the Zestimate
• The introduction of the iBuyer’s instant cash model
• The housing market crash of 2008
• Inventory shortages and skyrocketing interest rates of the early 2020s 

Yet despite these obstacles, the industry perseveres and adapts. Why? Because there will always be a fundamental need for real estate agents. You see, real estate isn’t just about transactions and properties. It’s about guiding buyers and sellers through one of the most important investments they’ll make in their lives. 

As technology changes and new legislation makes the field more complex, your greatest opportunity for success lies within the value you provide and your commitment to evolving and adapting. 

So, how can you navigate this changing market and not just survive, but thrive? Here are a few suggestions. 

1. Differentiate yourself - Stand out from the crowd. Find what makes you unique - whether its excellent problem solving skills or your expertise in digital marketing - and make that your selling point. 
2. Uplevel your business by increasing professionalism - Set your standards high in every aspect of your business. Maintain open communication and transparency. Stay ahead of industry trends. Set your ethical standards even higher. 
3. Prioritize relationships - Real estate is a people business. Many consumers want to feel an emotional connection before they decide who they want to guide them on their journey. At the very least, they want to feel valued. Invest your time and effort into cultivating these relationships - and stay in touch and continue to provide value long after you leave the closing table. 
4. Add value - Buyers and sellers have access to more technology tools today than ever before. But your value isn’t in setting up their home search. It’s in your skilled guidance and market knowledge, how you negotiate and advocate on their behalf, and anticipate their wants and needs before they even realize what it is that they’re searching for. Invest in sharpening your skills and developing systems and processes that add true value to simplify the process and deliver better outcomes for your clients. 
5. Develop your brand - Developing and consistently communicating a strong brand message aids in each of the suggestions above. Branding creates differentiation, increases professionalism, builds trust, increases loyalty (and repeat and referral business), and communicates your unique value add. A well developed brand stands out visually, but also clearly conveys the core essence of your brand (you!), and the experience your clients can expect when working with you. 

To build a successful and long-lasting career in real estate, embrace change, stay resilient, and keep your focus on what truly matters - serving your clients with dedication and integrity. You’re so much more than a real estate agent. You’re a guide, a problem-solver, a trusted advisor, a coach, a therapist, the voice of reason when the road gets bumpy and emotions run high. And in this ever-changing landscape, your role is more important than ever. 

So here’s to rising above challenges, embracing growth, and building a successful and thriving real estate business. 

With optimism for the future,

Jess

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