Over the past few years, the gap between great agents and average agents has widened. The market has changed. Consumer expectations have evolved. Search behavior has changed. And the agent who was leaning towards him is starting to move away from the group.
If you’re reading this, you probably don’t want to survive. You are looking to grow. Explosive growth in real estate rarely comes from one big move. It comes from showing up differently, consistently, and intentionally in ways that other agents would never do.
5 ways to show up
Here are five ways you can get involved today to create some real momentum for your business.
1. Go back to those who already know you
Most agents ignore warm relationships and pursue cold leads. There are already people in your sphere of influence who know and trust you and would be happy to refer you if you were reminded.
To increase momentum in this group, I developed what I call the 3-9-3 Referral Momentum Strategy. This strategy requires three coffees, lunches, or other face-to-face meetings per week for nine weeks to generate three referrals.
The premise is simple. Approximately every nine intentional face-to-face meetings with past clients, circle members, or influential contacts generates one solid introduction opportunity. Not text. This is not a “just to check in” call. Time to actually be together. coffee. lunch. golf. stroll. School events. Something that deepens the relationship.
A key question I recommend asking agents at the end of these meetings is, “Is there anything specific I can do right now to support you or your spouse’s business?” If they don’t own a business, ask, “Is there anything I can do to help you right now?”
When you lead with generosity, the law of reciprocity comes into play. They often answer, “What can I do?” That’s when you can clearly and confidently say, “The best thing you can do is, when you hear someone talking about buying or selling, keep me in mind and refer them.”
9 meetings. One strong introduction. If you do this every week for 9 weeks, you’ll have 3 new guaranteed opportunities. This is pipeline growth and will impact next quarter.
Circle back. Gold is already in the database.
2. Become uncomfortable
If you were to ask yourself what will grow your business the most right now, you probably know the answer. you’re just avoiding it.
Growth and comfort cannot coexist. So one of the best ways to build momentum is to get uncomfortable and do the things you know will help your business grow but you’ve been avoiding.
Maybe you like working behind the scenes and have avoided using video marketing. Maybe you feel comfortable posting on social media. Maybe your database isn’t organized and you haven’t sent an email to your entire database in years. Maybe you’re avoiding open houses. Maybe you’re avoiding calling out your own realm.
Whatever it is that makes you feel a little uncomfortable just reading that, that’s the action. There is a saying that I have always loved. “If you are willing to do what others are unwilling to do, you will have what others do not have.” When the momentum is at its maximum, the agent will experience discomfort.
When you step into something you’ve been resisting, you’ll immediately feel momentum.
3. Become the agent everyone is talking about
It’s not a flashy method. In a visible way. The heart of real estate remains relationships. Agents that are most present in a community receive disproportionate attention.
It may mean:
Serve on a local board Coach a Little League team Join the PTA Be active in a civic organization Participate regularly in community events
It may also mean sending consistent, value-driven direct mail to specific regions or neighborhoods. Or sponsor an event. Or you can become a connection with a local business.
When people talk about real estate in your city, your name will naturally come up. It doesn’t happen by chance. It happens because you are in a way that feels authentic and service-driven wherever you are.
Make sure you’re visible enough that you’re included in the housing conversation even when you’re not in the room.
4. Own your neighborhood
Before you try to take over the city, take control of your own backyard. Your own neighborhood is often the most overlooked opportunity. People who live near you may have similar lifestyles. You have authenticity built in. You understand the rhythm of the community. Become the go-to expert there.
It looks like this:
Monthly neighborhood-specific market updates Hosting neighborhood welcome gatherings Sponsoring rotating food truck nights Delivering quarterly value reports Public introductions to new neighbors Creating neighborhood-focused content online
If you own your own region, your listings will be more predictable. You will also increase buyer referrals as your neighbors will recognize you as a neighborhood expert.
Hyperlocal authority creates consistent opportunities. Start with where you live.
5. Optimize for discovery in the world of AI
Search behavior is rapidly shifting to AI. This means that unless you’re intentionally in a position to be recommended, you won’t stand out in the ever-growing consumer discovery channel.
Here are some basic moves every agent should make.
Create biocontinuity
BIOS must match between platforms. AI clearly knows who you are. If your YouTube profile says “Nashville Realtor,” but your Instagram says “Franklin Area Specialist,” confusion ensues. AI thrives on clarity and repetition.
Your background must be consistent across all of the following:
Google Business Profile Zillow Realtor.com YouTube Instagram LinkedIn
The clearer and more repetitive your identity is, the more likely it is to be recognized by AI indexing.
Clearly indicate the amount of reviews
Unless you explicitly tell us otherwise, the AI cannot automatically “verify” your total number of reviews.
If you have:
50 Google reviews 40 Zillow reviews 30 Realtor.com reviews
Don’t hide it in separate silos. Combine them and list them in your bio like this:
120+ 5-star reviews across Google, Zillow, and Realtor.com
AI looks for signals of authority. Please give me a signal.
Investigate the sources used by AI
Ask your AI platform who the best agents are in your area. Then scroll down to see the sources cited. Displays directories and websites referenced in recommendations. If your AI is coming from a platform like Agent Pronto or FastExpert, you need a strong profile there.
AI works like a scheduled report. Sources are cited. Make sure you are where it is looking.
big picture
It’s not luck that separates you from your competitors. It’s about activity.
Be active:
In your area, in areas where growth is difficult, in your community, in your neighborhood, with AI optimization.
Explosive growth isn’t magic. That momentum comes from showing up in ways that others don’t. When you consistently work on these five areas, you’ll do more than just grow. You will break up. And this market is all about separation.
March is Marketing and Branding Month at Inman. As the spring sales season begins, we examine the proven tactics and new innovations that are driving results in today’s market, and celebrate the industry’s top marketing and branding leaders with Inman’s Marketing All-Star Awards.
Jimmy Burgess is Chief Coaching Officer of HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
