The core of real estate hasn’t changed at all, writes brokerage owner Emily Askin. It’s still about showing up in front of people, building trust, and maintaining a connection long after the closing table.
After almost 20 years in the real estate industry, I’ve learned that while this business may change, people and the way we build trusting relationships with them remain the same.
Every few years a new marketing trend sweeps the industry and promises to reinvent the way you reach your clients. But no matter how much technology advances, one truth remains: real estate is, and always will be, a relationship business.
When I started in this industry, success looked completely different. We placed newspaper ads for open houses, relied heavily on the MLS, and handed out flyers to neighbors. Zillow was new, and social media was nowhere near the marketing power it is today.
Our focus was on people, not algorithms or engagement. A good agent knew the database inside and out. They made phone calls, wrote notes, and contacted customers long after closing. It wasn’t glamorous, but it worked.
A personal connection through numbers
Today’s world moves faster and much of this seemingly basic outlook has evolved. Now, agents spend hours creating Reels, TikToks, and clever posts designed to grab attention in seconds. There’s value in that. Visibility is important, and a thoughtful online presence will definitely support your growing business.
But visibility alone doesn’t build trust. A viral video can’t replace a personal phone call, and likes don’t turn into a list without a genuine connection.
The data supports this. According to the National Association of Realtors’ 2025 Home Buyer and Seller Profile:
43% of buyers found an agent through a referral from a friend or family member. 49% of first-time buyers referred an agent. 41% of repeat buyers referred an agent, while 18% returned to a previous agent. 66% of sellers worked with agents they previously hired or were referred to. 80% of sellers contacted only one agent. Only 1% of buyers found an agent through social media.
These numbers should cause all agents to stop mid-scroll. These numbers tell a clear story that referrals and relationships are driving this business. Social media may expand your brand, but relationships sustain it.
Many agents who entered the field during the pandemic boom built their businesses around quick sales and quick content. Now, as the market settles into a more balanced rhythm, the difference between those pursuing deals and those building relationships is becoming clearer.
Agents who invest in their database, stay in touch, follow up, and provide real value see consistent results even in a down market.
Putting it all together
That doesn’t mean social media isn’t important. In fact, good agents know how to blend both worlds. They use social platforms to get attention, share their expertise, and stay in the spotlight, but it also takes away from their time to find real leads.
They call past customers, host appreciation events, and show up in meaningful ways. Screens can’t replace a handshake, but they can help you get one.
As the market changes, support becomes important. Partnering with a brokerage firm that values growth, accountability, and professional development can make all the difference. You should work with an intermediary that provides systems, coaching, and encouragement to help you foster relationships while remaining consistent in both online and offline marketing.
Essentially, real estate hasn’t changed at all. It’s still about showing up in front of people, building trust, and maintaining a connection long after the closing table.
Technology continues to evolve, but the core of business never does. Agents who understand that and invest in both visibility and relationships will always succeed.
January is Social Media Month at Inman. Start the year with a deep dive into the most important platforms, the latest algorithm changes, the smartest strategies to stand out, and more. Additionally, we are rolling out the coveted Inman Power Player Award and the New York Power Brokers and MLS Innovators of the Year class.
Emily Askin is the broker owner of REMAX at Home and REMAX Preferred. Connect with her on Instagram.
