In 2025, the real estate market did not disappoint real estate agents.
In every market cycle, there is a decisive moment when professionals have to decide whether to build a business or simply keep a license. Too many agents stand on that line with one foot in and one foot out, hoping that effort alone will make up for the lack of commitment.
They are busy but not strategic. They are trained, but not conditioned. It is present, but not fully invested.
Being all-in doesn’t mean that real estate has to be your only source of income. But that doesn’t mean you can’t have a double career. What that means is to put both feet firmly in front of the other when it comes to your real estate business, and be focused and purposeful in your growth journey.
Because mindset, not market conditions, remains the industry’s most powerful competitive advantage.
All-in starts with adjustment
Agents who are committed understand that success doesn’t happen by chance, it’s a collaboration.
They are in tune with what’s happening in the real estate industry nationally and not only react to the headlines, but understand market shifts, policy changes, consumer behavior, and the direction of the industry.
They work with their companies and know what systems, service models and support are available to them as professionals and, just as importantly, to the consumers they serve.
And they align with the value proposition.
They can confidently answer the most important question every client asks, whether said or not: “Why should we hire you?”
Not “why should I do this?” but why should I do this?
No amount of training, technology, or coaching can close the gap if you can’t clearly articulate how your services, expertise, and experience stack up against your competitors.
Because if you don’t have the mindset to give it your all and the will to do it, nothing will work.
Training without commitment is just information.
There is a hard truth here. It doesn’t matter what kind of training you receive, where you receive it, or who provides it. If you don’t do it, you’ll stay where you are.
Knowledge without action creates comfort, not growth.
But if you’re ready to improve your business by delivering more value, providing better service, building a raving fan base, and establishing yourself as a market leader, reading articles like this is just the first step.
Execution is a process.
2025 challenged many agents. For some, it broke them. But professionals who don’t just work on their business, but give their all to it, are already in a good position well into 2026 and beyond.
3 ways to go all-in
If you’re passionate but don’t know where to focus, start here.
1. Build not just customers but raving fans
The transaction will end. Relationships are not like that.
The strongest real estate businesses are powered by the people who talk about you when you’re not in the room: on social media, at events, and in everyday conversations where real estate is the topic.
It starts with intentional connections with our top 50 past clients. Even if you don’t have 50 yet, your influencers are already all around you: friends, family, co-workers, and people in your field who know you, like you, and trust you.
Treat them like ambassadors, not an afterthought.
Consistent communication, genuine care, and value-based follow-up turn satisfied clients into advocates, and advocates lead to sustainable growth.
2. Invest in yourself relentlessly
Agents that stay relevant don’t wait for the market to change; they change themselves.
That means staying informed about real estate issues in the communities you serve, understanding the association’s advocacy priorities, and continually developing your professional skills.
It also means investing beyond the business.
Your health Your mindset Your confidence Your leadership
You can’t surpass someone who hasn’t grown up yet.
learn more. Do more. Please grow more.
3. Know your competitors and outperform them.
Being all-in means recognition.
You need to understand what your competitors are offering, how they are positioning themselves, and where your competitors are falling short. Instead of copying your competitors, you should improve on them.
Your value proposition needs to evolve intentionally. Customer experience must be consistently improved.
Growth comes from doing things better, not by doing the same thing over and over again.
decide one’s position
Every agent reading this already knows what they should do.
The real question is whether you are willing to do it.
Standing with one foot on either side of the line feels safe, but it’s also where you lose momentum. Agencies that want to grow in 2026 and beyond aren’t waiting for clarity from the market. They’ve already made the decision to go all-in.
So honestly ask yourself: Are you building a business or just being in one?
Reading this article will give you insight. Working on a job is a process. And when you choose to go all in, when you put both feet in front of the other, everything starts to change.
Lori Muller is the founder and CEO of PAR+NER Real Estate, a coaching, consulting, speaking, and event powerhouse located in Appleton, Wisconsin. Connect with her on Facebook or LinkedIn.
