Forget about building buildings right away. Be strong, writes brokerage president Lori Muller. Because real estate limits are determined not by the market, but by discipline.
The real estate industry of 2026 is not the industry I started in.
The committee conversation gets louder. Consumers can be more informed. Technology is faster. Attention spans get shorter. The noise is constant.
But one thing that hasn’t changed is opportunity.
If I were to start over today as a brand new real estate agent knowing what I know now after decades of sales, leadership, and brokerage ownership, I would not be chasing trends. I want to lay the foundation. And I want to take my time and build it the right way from day one.
What new agents should do now
1. Focus on skills over lead generation
I would start by getting excited about skill development before focusing on lead generation.
Most new agents worry about where their next lead will come from. But the problem isn’t leads, it’s conversions. In 2026, consumers will be able to search Google for marketing data, watch videos about the buying process, and research neighborhoods on their own. What Google doesn’t have is self-confidence, master negotiation, and calm leadership under pressure.
When I started my sales career, I practiced every night. I role-played opposing views. I reworked the script. I learned about negotiation. I worked long hours not because I had to, but because I understood that skill breeds confidence, and confidence breeds consistency.
If I were a newbie right now, I would treat upskilling like a side hustle. Because the agents who win in this market aren’t the loudest. They will be the most competent.
2. Focus on building relationships, not likes.
I focus more on relationships than building social media personas.
Social media is a powerful tool, but it’s not a business model. Visibility is not the same as feasibility. If I started in 2026, I would definitely go online. But don’t confuse likes with loyalty.
This business still operates on trust.
I would prioritize actual conversation over curated content. I call people instead of just reacting to what they say. We were going to meet for coffee. I used to host small gatherings. We want to build a real database, not just a number of followers.
Five meaningful conversations a day beats five polished posts every time. The goal is not to appear successful. It becomes indispensable.
3. Choose intermediary support over splitting
I would choose a brokerage based on support, not just split.
There is endless debate in the industry about fee structures. But if I were a complete beginner, I wouldn’t ask, “What’s my split?” “Who will make me better?” I would ask.
100 percent of zero is still zero. High splits cannot compensate for weak training, poor onboarding, or lack of guidance. Early in your career, proximity is more important than percentage.
I look for leadership that challenges me, systems that help me transition, and operational support that allows me to focus on revenue-generating activities. In the right environment, years of trial and error can be compressed into months of accelerated growth.
4. Become the CEO of your own business
I build businesses like a CEO from day one.
Too many new agents treat real estate like a chore rather than a company. In 2026, that approach will not survive. Even if my business is small, I operate with structure. I am committed to using CRM every day. I would block out exploration time. I define a niche or a farm. Try tracking your finances. I would build a 36-month vision instead of living in 30-day survival mode.
I resisted the system early in my career. Even if it’s something as simple as moving from a paper planner to a digital tool. But inefficiency costs opportunity. Systems create growth, not limit it. The organizational structure is not corporate. It’s free. If I were new today, I would be acting like a business owner long before I felt like one.
5. Commit to 3 years of unrelenting focus.
Finally, I commit to three years of unrelenting focus.
This is the part most people don’t want to hear. If I were to start in 2026, I would be blindfolded for three years. No need to compare. No rights. No distractions. Just consistent work.
Your first three years in real estate are spent planting, not harvesting. Too many agents quit during planting season because they don’t see immediate results. But I’ve been watching this industry for decades. And I can say that with confidence. As you hone your skills, build relationships, and stay consistent with your way of thinking, your business will start to become more complex.
Markets change. The heading will change. Commission models evolve. But habits can be complicated.
If I were to start over in 2026, I wouldn’t rush to build. I want to be strong. Because the upper limit of this business is not determined by the market, but by discipline.
And the opportunity still belongs to those who seek to seize it.
