Two of the skills are always important and one is brand new, writes Jimmy Burgess. Together, they create a much more sustainable, scalable, and predictable business.
There are certain skills that, once mastered, can completely change the trajectory of an agent’s business. But the industry’s high failure rate tells a heartbreaking story. Most agents don’t develop these skills before it’s too late.
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We’ve narrowed it down to three specific skill sets that every agent needs to master as soon as possible, whether they’re trying to survive their first year or break through to the next level.
3 skills real estate agents are too slow to learn
1. Consistent and systematic lead generation
Lead generation is the lifeblood of the real estate business. Without a consistent flow of opportunities, this business becomes a constant struggle to survive and wonder where the next deal will come from. Below are three core lead generation strategies that have worked in the past, are working now, and will continue to work in the future.
geographical agriculture
One of the most effective long-term lead generation strategies remains geographic farming. The strategy is simple. Choose a specific region, community, or geographic area and become known as the go-to expert there. Not sometimes. Consistently.
Agents controlling the farm:
Know the inventory Know the trends Learn the stories behind neighborhoods and communities Continually communicate with homeowners in the area
Here are some ways to continue creating opportunities in your chosen field:
Direct mail Social media Community participation Video content Community market updates
The mistake many agents make is to become known everywhere instead of first becoming known in a particular field.
If you want more step-by-step information on how to choose a farm, how to market your farm, and ultimately how to take control of your farm, check out this article: Everything you need to succeed in geofarming is here.
social media
Most agents focus so much on the “media” part that they forget the “social” part. Social media is more than just posting. It’s about interaction.
Answer questions Comment on local conversations Join local Facebook groups
Once you’ve mastered the social part of social media, it’s time to turn your attention to creating content that your ideal clients want and need. One of the best tools for identifying the questions buyers and sellers have is AnswerThePublic.com, which shows you the questions people are actively searching for on Google and AI platforms.
Agents who answer these questions consistently position themselves as experts long before anyone is ready to buy or sell.
If you want a blueprint for the best posts to generate leads on social media right now, check out this article: Stop Tracking Views: Real Estate Social Media Posts That Actually Generate Leads.
Get leads from people who already know, like, and trust you
Most people already have enough connections through their sphere of influence to generate all the business and referrals they need. The key is to deepen existing relationships by staying connected through phone calls, coffee or lunch meetings, or sphere of influence events. Buying lunch for your sphere of influence is often more effective than buying leads.
If you want to learn more about how some agents generate the majority of their business through repeat customers and sphere of influence referrals, read this article: These business growth strategies don’t require you to pay for leads.
2. Most agents fail because they don’t learn how to nurture leads.
Generating leads is just the beginning. The real question is, what happens next?
Because most leads aren’t ready right away. In other words, agents need a system. The first step is to develop a strong CRM and database strategy. All leads need to be stored, organized, and incorporated into a consistent communication plan.
That communication includes:
Real estate alerts Market updates Social media initiatives Email campaigns Text follow-ups Personalized outreach
One of the simplest and most effective nurturing systems is the “sales of the week” strategy. Each week, agents submit one outstanding real estate listing to the database.
Consistency makes it powerful.
Same day of the week every week Same time every week Same subject every week
Example: “This week’s Destin Deal”
In the email:
A few bullet points about the property Why it stands out Why it represents value or opportunity A simple call to action
Something as simple as, “If you would like photos, prices, or more information, please reply to this email.”
Consistency creates trust. Even if it’s subconscious. Over time, people will begin to expect your communication. They begin to associate you with something of value. And when the timing is right, he will lend a hand.
3. The latest skill for agents to learn: Get recommendations from AI
This may be the newest skill in the real estate industry, but it’s already creating a lot of opportunities. Consumers are starting to search differently. Instead of typing a search into Google, we’re asking the AI platform direct questions like:
“Who are the best real estate agents near me?” “Who specializes in luxury homes in this area?” “Who are the top waterfront agents in this market?”
This means agents need to think beyond traditional SEO and start focusing on AEO (Answer Engine Optimization). The first step is to be consistent across your online profile. If Instagram says one thing and LinkedIn says another, the AI will receive conflicting information about who you are and what you specialize in. Consistency helps the AI confirm your expertise.
Agents also need to think less about keywords and more about questions. For example, instead of just saying “Santa Rosa Beach Realtor.”
You might want to optimize your bio to include something like, “Helping buyers and sellers in Watercolor and Santa Rosa Beach, Florida.”
This reflects how consumers actually search. Another overlooked strategy is to study the sources that AI platforms use when recommending agents.
Platforms like ChatGPT, Claude, and Perplexity often reference:
Yelp Agent Directory Review Platform Local Ranking Site
If these platforms are used as a source in your local market, you should optimize your profile on these sites. AI likes consistency, authority, and proof.
In other words:
Strong reviews Clear areas of expertise Consistent background Local expertise Useful content
Agents who create content specific to their local market will find themselves increasingly recommended.
If you want to learn more about how AI makes recommendations for you, check out these articles: Want AI to make recommendations in your online searches? Do these 7 things.
conclusion
Agents who achieve long-term success learn these three skills early on.
Generate leads Nurturing relationships Positioning for AI visibility
Two of these skills are always important. One is new. But together they create a much more sustainable, scalable, and predictable business. And agents who master them now will have a huge advantage going forward.
Jimmy Burgess is Chief Coaching Officer of HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
