Facebook
X
Pinterest
Copy Link
Why Defining Your Ideal Client Avatar Could Be the Smartest Move You Make This Year
Let me ask you something: are you marketing to everyone — and connecting with no one?
It’s one of the most common traps I see real estate agents fall into. They’re sending emails, running ads, making posts, talking to people… but somehow it’s just not clicking. Leads come in, sure. But they’re not the right ones. Or they’re cold, unmotivated, flaky, or not a good fit. And it’s frustrating, right?
Here’s the truth: when you try to speak to everyone, your message gets watered down. You become generic. Forgettable. And in real estate — where relationships and trust are everything — that just doesn’t work. Trying to speak to everyone actually has the opposite effect: No one will listen to you because your message will be too generic and uninteresting or uninspiring.
So what’s the fix?
You need to get crystal clear on who you actually want to work with — and build your business around that person.
That’s where your Ideal Client Avatar comes in.
What is an Ideal Client Avatar (and Why Should You Care)?
Your Ideal Client Avatar (ICA) is a detailed profile of the kind of person you’d love to work with every day — the type of client who not only needs your services, but gets you. They respect your time, they value your expertise, and they make you feel energized instead of drained.
And when your marketing, messaging, and services are built to attract that person, business gets a whole lot easier.
Instead of chasing down leads, you start attracting the right ones. You start having conversations with people who are already halfway sold — because they feel like you understand them.
The Benefits of Defining Your Ideal Client Avatar
Let’s break it down:
- Clarity – You know who you’re talking to, so you can tailor your messaging and avoid generic “one-size-fits-all” content.
- Efficiency – You stop wasting time on leads that go nowhere and spend more time nurturing real relationships.
- Better Fit – You attract clients who align with your style, values, and strengths — and who are more likely to refer you to others like them.
- Confidence – You become the go-to expert for a certain kind of client, which makes it easier to market yourself without feeling awkward or salesy.
Bottom line: this is about working smarter, not harder.
How to Build Your Ideal Client Avatar
This part doesn’t need to be complicated, but it does need to be specific. Think of it like designing a character in a movie. The more detailed, the better. You can even give them a name if you want — “Upsizing Sarah,” “First-Time Freddie,” “Investor Irene” — whatever helps you picture them clearly.
Here’s what to include:
1. Demographics
- Age range
- Marital status
- Kids? Pets?
- Occupation/income level
- Where do they live now, and where do they want to move?
2. Psychographics
- What do they care about most?
- What kind of lifestyle are they after?
- Are they security-minded? Trendy? Looking for peace and quiet?
- Are they nervous about the buying/selling process? Or confident and ready to act?
3. Buying or Selling Behavior
- First-timers who need lots of handholding?
- Downsizers who are emotionally attached to their current home?
- Investors who want fast, numbers-based answers?
4. Pain Points and Frustrations
- What’s stressing them out about buying or selling?
- What have they hated in past experiences?
- What do they wish their agent would do better?
5. Communication Style
- Do they prefer texts or phone calls?
- Are they spreadsheet lovers or visual learners?
- Do they want the big picture or all the little details?
If you’ve been in the business for any amount of time, look back at your best 3–5 past clients. What did they have in common? What made them easy (or fun) to work with?
That’s the foundation of your Ideal Client Avatar.
Putting Your ICA to Work in Your Business
Once you’ve defined your avatar, the real magic begins — you start building your business around that person. Here are a bunch of ways you can use your ICA to sharpen your marketing and attract more of the clients you actually want.
1. Tailor Your Messaging
Generic marketing sounds like this:
“Looking to buy or sell? Call me today!”
Targeted marketing sounds like this:
“If you’re a growing family thinking about trading up to a larger home before your next school year, I’ve got some advice that could save you a ton of hassle.”
See the difference?
When you understand what your ICA wants and worries about, you can speak directly to them. And when they hear or read your message, it’s like you’re reading their mind.
2. Create Content That Serves Them
Once you know your ICA’s biggest questions, struggles, and goals, you’ll never run out of content ideas.
Some examples:
- A first-time buyer avatar? Write a post: “5 Things Every First-Time Buyer Gets Wrong (And How to Avoid Them).”
- An investor avatar? Create a downloadable guide: “Where to Find the Best Cap Rates in Peterborough Right Now.”
- A downsizing couple? Film a short video tour of bungalows in 55+ communities.
This type of content positions you as the expert and builds trust long before you ever meet face-to-face.
3. Choose the Right Channels
If your ideal client is a 60-year-old retiree, they’re probably not hanging out on TikTok. If they’re a 35-year-old tech worker, they might not read flyers or answer their phone.
Knowing where your ICA hangs out is just as important as what you say.
Examples:
- Use Facebook and in-person seminars for retirees.
- Use Instagram and YouTube for first-time buyers.
- Use LinkedIn and email for professionals or investors.
4. Build Your Website for Them
Look at your website with fresh eyes: is it built for your ideal client?
- Are the photos, testimonials, and listings geared toward the types of homes they’re interested in?
- Are the calls to action (CTA) speaking their language? (e.g., “Get Your First-Time Buyer Checklist” vs. “Book a Downsizing Strategy Call”)
- Are the blog posts and videos useful to them? Yes, I said blog posts – you’re reading one right now!
If not, it’s time to update it.
5. Run Targeted Ads
Platforms like Facebook and Google Ads let you get extremely specific with your targeting.
Once you know your ICA, you can target by:
- Age
- Location
- Income bracket
- Life stage (recently married, new parents, recently moved)
And instead of spending money on ads that “might” work, you’re putting your budget in front of the exact people you want to attract.
6. Develop Referral Relationships
If you know your ideal client, you also know who else they’re likely working with.
- Are they newlyweds working with wedding planners?
- Are they older adults meeting with estate planners or financial advisors?
- Are they busy professionals hiring organizers or cleaners?
Build relationships with those professionals. They can be excellent referral sources because you’re both serving the same client — just in different ways.
7. Keep Refining as You Grow
One last tip: your ICA isn’t carved in stone.
As your business grows, your ideal client may shift. That’s normal.
Maybe you used to love working with first-time buyers, but now you’re more drawn to higher-end listings. Or maybe the market has changed and opened up a niche you’re unexpectedly good at serving.
Revisit your ICA every 6–12 months and ask:
- Am I still enjoying these clients?
- Are they profitable?
- Are there any patterns or changes I need to adjust for?
Clarity Creates Confidence
When you stop trying to be all things to all people, and instead focus on being exactly right for a specific kind of client — everything changes.
Your marketing gets clearer. Your sales process gets smoother. And your clients feel like they’ve finally found the agent who “just gets them.”
So here’s your homework: Look at your last five favorite clients. What did they have in common? Start sketching your Ideal Client Avatar from there.
And if you’re not sure where to start or want help refining it, reach out — this is one of those small shifts that can unlock serious momentum in your business.
Detach From the Outcome. Do the Work.
Let’s have a real conversation today—the kind that doesn’t get wrapped in a bow or delivered with soft edges. If you’re a producing agent who’s feeling stuck, if the deals have slowed and your stress has climbed, I want you to hear this clearly:
You’ve stopped doing the work that got you here.
You’re not alone. I see it all the time with mid-to-high level agents. You built momentum, got a few years of success under your belt, and now you’re waking up checking your bank account and worrying more about your next commission than you are about the habits that created your early success in the first place.
This is where the plateau shows up. Not because the market is against you, not because your CRM is broken, not because your leads are garbage—but because you’re staring at the scoreboard instead of playing the game.
Let’s fix that.
Fall In Love With the Process
I know you’ve heard this before. Maybe you’ve even said it to other agents. But I’m going to ask you to live it:
Fall in love with the process.
You want consistent cheques? You want to build something real and reliable? Then you’ve got to stop chasing the payout and start chasing the process. The day-to-day. The repetition. The unsexy, routine stuff you used to do without thinking.
Success isn’t magical. It’s mechanical.
If you’ve ever worked out with any consistency, you know exactly what I mean. Nobody gets excited about their 60th pushup or their fifth early morning gym session of the week. But those reps—those are the ones that change your body.
Your business is the same. The daily grind is what builds the muscle. And right now, some of you have stopped training.
Detach From the Outcome
Here’s where it gets real. You’re making calls or hosting an open house or posting to social media… but you’re doing it with one eye on the result. And because the result doesn’t always show up on your timeline, you start pulling back. You start doubting the process.
That’s backwards.
You need to detach from the outcome. Let go of what happens after the action and focus on doing the thing. Make the call because it’s what professionals do. Post the content because it builds brand, not because it gets likes. Knock on the door because that’s your job, not because you expect a listing on the spot.
If you need the result to feel good about the effort, you’re going to burn out or break down.
The results will come. But not when you chase them. They come when you consistently do the right things—over and over—regardless of whether they pay off immediately.
The Sales Are the Result, Not the Focus
Read that again.
The sales are the result. Not the focus.
Would you ever plant a seed and then dig it up every 12 hours to see if it’s growing? No, you’d water it. Give it sun. Be patient. Trust the process.
Same thing here. Stop checking your inbox hoping something’s landed. Stop obsessively calculating your pipeline every morning. Your job isn’t to count the harvest. Your job is to sow the field.
Where You’ve Likely Slipped
If you’re feeling called out right now, good. That means we’re getting somewhere.
Here’s where I often see solid agents falling short:
- Inconsistent prospecting: You used to time-block. Now you wing it.
- No database follow-up: You assume your past clients will call you. They won’t.
- Avoiding outbound efforts: You used to call FSBOs or knock on doors. Now you scroll social media and call it “marketing.”
- Letting mood dictate effort: If you feel “off,” your work disappears. But feelings aren’t facts. Get it done anyway.
- Waiting for perfection: You delay videos, emails, or farming campaigns until everything is “just right.” Stop. Publish it.
You don’t need a new strategy. You need to re-commit to the basics.
How to Get Back On Track
Here’s the antidote to outcome-obsession:
1. Track Activities, Not Results
Start counting the number of calls, conversations, follow-ups, handwritten notes—whatever actions drive your business. Get serious about tracking about the numbers you control.
2. Time-Block Like Your Income Depends on It
Because it does. You don’t get paid for being busy. You get paid for doing the work that matters, on purpose.
3. Set Process Goals
Instead of “I want 3 listings this month,” try:
“I will make 100 prospecting calls this month”
“I will visit 10 past clients”
“I will post 12 pieces of value-driven content”
4. Create Accountability
Coaches, accountability partners, even a whiteboard on your wall—whatever it takes. Don’t rely on motivation. Build structure.
5. Expect Nothing. Respect Everything.
Every “no” is part of the job. Every silence is normal. Every rejection builds resilience. Expect nothing from the action and everything from the consistency.
This is a Mindset Shift. Not a Tactic.
Some of you are looking for the magic phrase to say in a listing presentation. Or the perfect subject line for an email. And those things matter… but only after your mindset is dialed in.
If you don’t believe in the work, you won’t do it.
Your business isn’t broken. Your headspace is. And that’s good news, because you can fix that faster than you can fix a slow market or a dry referral stream.
Final Thought: You Can Do This. But You Have to Want It.
If this post stings a little, let it. That’s the sting of truth. But there’s something even better on the other side of it.
Because when you detach from the outcome, fall in love with the process, and get committed to your routines, the results take care of themselves. Not overnight—but in time. Always.
You’ve already proven that you can succeed. Now it’s time to prove you can sustain.
And if you’re ready to level up and build a business that’s consistent, scalable, and yours—then reach out. That’s what I do. I help agents reconnect to the work, rebuild their systems, and grow with intention.
Let’s get you back to building the business you actually want.
We See You: Building a Brokerage That Cares
In today’s real estate world, it’s easy to focus on numbers. Listings, deals, closings, commissions—they’re the lifeblood of our industry. But if there’s one thing we’ve learned from the last few years, it’s that numbers alone don’t sustain a thriving real estate business. People do. And that means putting our agents first, not just as professionals, but as human beings.
Our industry is full of high achievers. People who pride themselves on being self-starters, on pushing through, on never letting anyone see them sweat. But beneath the surface, many of our agents are struggling. With uncertainty in the market, global instability, and the ever-present pressure to perform, it’s no surprise that stress and burnout are at an all-time high.
This isn’t just anecdotal. I hear it directly from agents in our coaching sessions and in the hallways of the office.
More importantly, I feel it in the room. The tension. The worry. The sheer emotional load that many of our people are carrying. It’s not unlike the early days of the COVID-19 pandemic—that same sense of disorientation, isolation, and collective anxiety. So when I hear that leaders of provinces and states are treating this time as one of heightened emotional care, and when grief counselors say we’re in another wave of widespread coping and actual greiving, it resonates.
Deeply.
The question for us, as real estate leaders, is simple: what are we doing about it?
To me, this isn’t just a moral obligation—though it absolutely is that. It’s also smart business. Agents who feel heard, understood, and supported stay longer, produce more consistently, and contribute to a healthier, more positive culture. When we show up for our people, they show up for their clients.
And so, we’ve made a clear commitment in our brokerage: to actively prioritize our agents’ mental and emotional well-being. Not as a one-off initiative, not as a buzzword, but as a central part of our culture. We are asking ourselves daily how we can be more present, more thoughtful, and more helpful to our agents.
This means more than just having an open door. It means listening deeply. It means recognizing that performance isn’t always a reflection of potential, and that sometimes what an agent needs most is someone to simply check in. It means taking the time to build relationships, not just track results. You can feel this when you come to my office, or Vanessa’s, or Andrew’s – we don’t dismiss anyone; we want to know how you, the person, is feeling and coping with today’s realities.
While we’ve always kept the wellbeing of our people at the forefront of what we do every day, we like to behave as though we’re in the early stages of shaping how this will look within our company. Our intention is clear: to build a brokerage where agents feel truly supported. Where leadership is approachable. Where vulnerability isn’t punished, but respected. Where it’s okay not to have all the answers, and where asking for help is a sign of strength.
We are exploring tools and touchpoints that help foster connection. We’re looking at better ways to create safe spaces for conversation. We’re talking about how we can bring mental health resources to the forefront. We’re asking our agents what they need, and then listening without judgment.
What have we done so far?
- Brought in outside speakers to learn about anxiety and how to deal with it over time
- Host monthly sessions that we call Coffee Lab. Agent driven sessions where you get to talk about whatever is on your mind and learn from each other
- Facilitate Mastermind sessions where we not only talk about best practices but we also dig into what keeps your motivated and fulfilled
- Numerous team building events including our ever-popular Mystery Tours, Awards Nights, and Summer Parties
- Our doors are always open – you need something from a member of management – we try our best to be available, even after hours
- Provide one on one coaching for any and all agents, no matter what level they are at in their careers. If you’ve taken advantage of this, you know that it’s part business coaching, and a lot of life coaching! The number of people that have wondered aloud why I don’t have a stereotypical psychiatrist’s ‘couch’ in my office would astound you!
More than anything, we’re committed to leading with humanity. We understand that the success of our business isn’t just about productivity. It’s about people. And if our people are struggling, we’re not succeeding.
So no, we don’t have all the programs in place yet. But we’re starting with what matters most: intention, attention, and heart.
If you’re part of our brokerage, know this: we see you. We hear you. And we are building this with you, not for you. We want your input, your experiences, and your ideas to shape how we move forward.
Because when we prioritize people over pressure, connection over competition, and support over silence, we all rise.
Let’s make this more than a business. Let’s make it a community that truly has each other’s backs.
That’s the kind of brokerage I want to be a part of.
And I think our agents do too.
Your New Job: Become a Motivated People Magnet
In a recent post, I talked about the need to get more focused in your efforts; to become a motivated people magnet. I thought that idea deserved more attention – and some actionable advice for agents looking to ‘up their game’ right now. Here is the result…
In this market, your job isn’t to “sell” — it’s to sift.
If you’re still trying to convince people it’s a great time to buy or sell, I have some bad news: you’re wasting your energy.
Your real job is to find the people who have to move — the ones whose lives are moving them — and spend your time there.
That’s the skill that will separate the agents who survive this market from the ones who don’t.
Stop Trying to Convince — Start Listening for Life
You can’t sell motivation to someone who doesn’t have it. No clever marketing piece or charming phone call is going to make someone have a baby, get divorced, get transferred, or retire. Those things happen when they happen — with or without you.
Your role is to spot these life shifts early and be the trusted advisor when the time comes.
When you really get this, everything in your business changes.
- You stop chasing every curious person who clicked on a listing.
- You stop trying to “sell” people who aren’t ready.
- You start spending time where the real opportunities are.
Sounds good, right? Let’s talk about how to do it.
Step 1: Reconnect With Your Database — the Right Way
Your database is a goldmine, but only if you treat it properly. It’s not enough to send another “market update” email and hope someone bites. You need conversations — real ones — and you need to ask the right questions.
Here’s a better approach:
- Warm up the call
Start easy. Nobody wants to feel like they’re being pounced on.
- “Hey, it’s been a while — how’s life treating you?”
- “I was thinking about you the other day and figured I’d check in.”
Simple, human, real.
- Ask Life-Centered Questions
Shift away from “Are you thinking of buying or selling?” to:
- “Any big changes happening in your family these days?”
- “Are you still loving the house/neighborhood you’re in?”
- “Have you thought about downsizing now that the kids are getting older?”
- “Is work keeping you local, or is there a chance you might be transferred?”
Listen for:
- Expansion: New babies, blended families, working from home.
- Contraction: Empty nesters, divorces, retirements.
- Relocation: Job transfers, new opportunities, moving closer to family.
You’re not digging for leads — you’re listening for life.
- Don’t Make It About You
You’re not there to get something. You’re there to understand what’s happening in their life. When you do this well, you become the obvious choice when a move becomes necessary.
Important:
Even if there’s no opportunity right now, you’ve deepened the relationship — and those referrals will come.
Step 2: Sort Fast and Sort Honestly
Once you start reconnecting, you’re going to hear three types of people:
- Ready Now:
- “We’re having another baby, and this house is too small.”
- “I’m getting divorced, and I need a new place.”
Action to take: Move these people to the top of your list and book meetings.
- Not Yet, But Something’s Brewing:
- “We’re thinking about retiring in a year or two.”
- “If work keeps pushing me into the office, we might move closer.”
Action to take: Set a reminder to check back in a few months. Stay lightly engaged.
- Window Shoppers and Tire Kickers:
- “We’re just curious what the market’s doing.”
- “We’re staying put unless something amazing pops up.”
Action to take: Love them, but don’t chase them. Put them on a market watch drip and move on. You don’t have time to drag anchors around.
Pro Tip: Spend 80% of your time with the first group. The rest get good service, but not your prime hours.
Step 3: Partner With the Right Allies
You can only have so many direct conversations yourself. That’s why smart agents build networks with the people who see life changes first.
Start making friends with:
- Divorce lawyers
- Estate lawyers
- Financial planners
- Mortgage brokers
- Insurance agents
- HR departments at large companies
- Senior living advisors
What’s the strategy?
- Let them know you’re a resource.
- Educate them about what you do — not just “sell houses,” but help people navigate big life changes.
- Stay in touch. Add value where you can. (Share articles, offer insights, send coffee — whatever fits.)
Warning: This isn’t an overnight thing. It’s a long game — but once the trust is there, these referrals are golden.
Step 4: Go Deeper, Not Wider
A lot of agents panic in markets like this and think, “I need MORE leads!”
No.
You need better relationships.
In hot markets, wide and shallow works: send 10,000 postcards, get a few calls. In tougher markets, that math doesn’t work.
You need:
- Deeper conversations
- Better follow-up
- Real relationships
If you have 50 people in your world who genuinely trust you, you’ll outsell the agent who has 5000 lukewarm “leads” that don’t know their name.
Tactical ideas:
- Host small client events (coffee mornings, happy hours).
- Start a private Facebook group for your past clients and VIPs.
- Send actual hand-written cards when you hear about life changes (good or bad).
- Make one real, personal touchpoint per day — call, text, drop-by.
The agents who win now? They aren’t shouting louder. They’re getting closer.
Step 5: Adjust Your Mindset — It’s About Timing, Not Pressure
Not everyone you talk to will move tomorrow. That’s OK. Your role isn’t to push people over the line. Your role is to be standing there — helpful, professional, and ready — when life moves them across it.
Think farmer, not hunter.
- Plant seeds.
- Tend the soil.
- Be there when the harvest is ready.
Real estate is a timing game disguised as a sales job. Understand that, and you’ll lower your stress and increase your success.
Final Thought: Be a Magnet, Not a Megaphone
In every market, there are people who need to move. Your job is to find them, serve them, and stay connected to everyone else without burning yourself out.
Stop trying to “sell” people on moving. Start being the person they trust when moving becomes inevitable.
Reconnect.
Sort fast.
Go deeper.
Stay human.
That’s how you thrive in this market — and Every. Market. After. It.
If you’re ready to stop chasing the maybes and start working with the must-moves, now’s the time to take action. Reconnect with your people, ask better questions, and build the kind of business that thrives in any market. Need help figuring out where to start? Reach out — I’m always happy to talk strategy.
Done is Better Than Perfect: The Real Estate Edition
Let me start with a truth bomb: your perfect prospecting plan isn’t helping you if it’s still sitting in your notebook or worse, in your head, waiting to be launched. You can have the most beautifully crafted campaign idea, the most detailed scripts, the cleanest Canva templates, and a 27-step email funnel ready to go—but if it never sees the light of day, it’s worth exactly zero to your business. Let me say that again: if you never execute on your plan, it is worth nothing, nada, zip, zilch, niente, rien. Zero.
This is where we need to talk about something that’s painfully relevant in our industry: done is better than perfect.
I see it all the time with agents—smart, capable professionals who are more than willing to put in the work, but who get stuck trying to make things flawless. Whether it’s launching a new social media strategy, following up with past clients, or finally starting that newsletter they’ve been talking about for months, they hesitate. Why? Because they’re trying to make it perfect.
And in the meantime, the business isn’t growing. The database is getting colder. The phone isn’t ringing.
Perfection is the Enemy of Momentum
In real estate, momentum is everything. You don’t build a pipeline of clients by being a marketing genius. You build it by being consistent. The agents who win are the ones who keep showing up—whether or not they feel ready, whether or not everything is polished, whether or not they have the perfect post, the perfect words, or the perfect email subject line.
You’ve probably heard me say this before: you don’t need a perfect database system to start calling your past clients. You don’t need a professional video crew to record your market update. You don’t need a fully automated CRM funnel before you send a check-in email. You just need to do something.
Start where you are. Use what you have. Do what you can.
The Prospecting Trap: Planning to Death
Here’s a typical trap I see agents fall into: they decide they need to prospect more (which is always true). So, they commit to creating a high-level campaign. They begin outlining it: which tools to use, what platforms to leverage, how to segment their audience, what the message should be, and how to track the metrics.
They spend hours researching the best subject lines, the best time of day to call, whether to use BombBomb or Loom, if they should build a landing page, or just direct people to their website. The plan starts to get bigger and more complex. And you know what happens?
They never start the work.
Instead, the planning becomes the activity. It feels productive, but it’s not. No one has been contacted. No appointments have been booked. No conversations have happened.
Planning only counts when it leads to execution.
Done = Progress. Progress = Results.
Think about the agents you know who are consistently successful. Are they doing everything perfectly? Absolutely not. They’re the ones who mess up their mail merge, who fumble their way through video updates, who sometimes send emails with typos or forget to attach the PDF.
But they keep showing up. And because they keep showing up, they’re constantly in motion. They’re top-of-mind with their network (which is the whole point!). They’re visible in their communities. They’re on people’s phones, in their inboxes, and in their feeds.
That visibility turns into trust. Trust turns into business. Business turns into referrals. And it all starts by doing—imperfectly, but consistently.
The Illusion of Perfect Timing
Another place agents get stuck is in waiting for the right time to launch something. They think: “I’ll start calling when the kids are back in school.” Or, “I’ll get my marketing out when the market picks up.” Or, “I’ll film that video once I have the right outfit, lighting, equipment, and a better background.”
Here’s the truth: the right time is now. Conditions are never perfect. Life will always be busy. There’s always something that could be tweaked, optimized, or improved. If you wait for perfect, you’ll be waiting forever.
How to Get Comfortable With ‘Done’
Here’s what I coach my agents to do:
- Set a deadline — Give yourself a hard date to launch or execute. No extensions. No exceptions.
- Shrink the project — If you’re overwhelmed, make the project smaller. Instead of planning a 12-email nurture campaign, write one good email and send it. Instead of revamping your whole social media calendar, post something today.
- Get it out, then iterate — Launch messy. Then improve it as you go. Most people won’t notice the imperfections, and even if they do, they’ll admire that you’re taking action.
- Measure action, not perfection — Track the number of calls made, the number of emails sent, the number of videos posted—not how perfect they were. Focus on what’s within your control.
- Surround yourself with action-takers — Spend time with other agents who are moving forward. Momentum is contagious.
You Don’t Need to Impress—You Need to Connect
Remember: people aren’t hiring you because you have flawless marketing materials. They’re hiring you because they trust you, like you, and believe you can guide them through a huge life decision. That connection doesn’t come from perfect branding. It comes from consistent communication and your authentic presence.
If you want more listings, more buyers, and more referrals, you have to be top-of-mind. And the only way to stay top-of-mind is to stay in motion.
So send the email. Make the calls. Film the video. Knock on the doors. Post the update. Even if it’s not perfect.
Especially if it’s not perfect.
Final Thought
I’d rather see an agent execute ten scrappy, imperfect prospecting touches than spend three weeks crafting a flawless campaign that never goes out. The agents who grow their business are the ones who are willing to get a little messy and make a few mistakes along the way.
Done is better than perfect. Every. Single. Time.
So, what are you waiting for?
Go do the thing.
If you’re ready to stop overthinking and start taking real action in your business, let’s talk. Coaching isn’t about being perfect—it’s about getting results. Reach out if you want help building the kind of momentum that actually moves the needle.
Desperation in a Shifting Market: What Real Estate Agents Need to Hear Right Now
Let’s not sugarcoat it—the market is tough.
Tariffs, world politics, economic uncertainty, job sensitivity, interest rate volatility, elections, the list of uncontrollable factors goes on!
Across the industry, agents are feeling it. Conversations that used to turn into listings now fizzle. Buyers are hesitant. Sellers are holding back. Voluntary moves are on pause as people wait to see what the economy does next. And while everyone waits, agents are left wondering: What now?
This is the reality of a market in reset mode. And for many agents, it’s creating a deep sense of desperation. But here’s the hard truth: desperation is not a strategy. Clarity is. Focus is. Discipline is.
The Market Hasn’t Stopped—It’s Shifted
People are still moving. But now, it’s not about curiosity or convenience. It’s about necessity. The transfers. The divorces. The growing families who no longer fit in their homes. The retirees who must downsize. These are the people making moves right now.
If your lead gen strategy is built around waiting for the “nice to haves” to reappear, you’ll be waiting a long time. Your time and energy need to be spent where the need exists.
I learned from my coach, years ago, that when the market is rising, we stand in the middle and help buyers and sellers navigate the complexities of real estate transactions. And when the market is falling or uncertain, we stand in the middle and help buyers and sellers navigate the complexities of real estate transactions.
Desperation vs. Discipline
Desperation makes agents chase every weak lead, offer unnecessary discounts, and lose confidence in their value.
Discipline refocuses that energy on qualifying harder, asking better questions, and showing up consistently—especially when the results aren’t immediate.
Now is the time to tighten your focus. The agents who can stay calm, clear, and connected to their purpose are the ones who will come out stronger on the other side.
Your New Job: Become a Motivated People Magnet
In a market like this, your job is to sift—not sell.
Stop trying to “convince” people to move. Instead, sharpen your ability to quickly identify who needs to act and spend your time there. That means:
- Reconnecting with your database—but asking different questions
- Listening for life events, not just market curiosity. Babies, marriages, divorces, retirements, etc.
- Building relationships with allied professionals who work with motivated movers (lawyers, lenders, financial advisors, HR departments)
If your business is built on volume and surface-level interactions, now is the time to go deeper instead of wider.
You’re Not Failing—The Market is Filtering
Slow markets feel personal, but they aren’t. Trust me, no one is attacking ‘you’. You haven’t created this problem! This is the industry putting every agent through a filter. The uncommitted will sit back. The reactive will panic. And the truly great will adapt.
If you’re feeling stuck, ask yourself:
- Am I speaking to people with real timelines and needs?
- Am I adjusting my strategy or just hoping the old one starts working again?
- Am I investing in skills and conversations that lead to opportunities?
- Am I even speaking with enough people to uncover the right number of opportunities in order to have the business I need?
This Isn’t Forever
The market will stabilize. It always does. But when it does, the agents who built stronger muscles now—the ones who got better at qualifying, communicating, and converting—will be miles ahead and they will reap long term rewards.
So yes, it’s tough. But tough markets aren’t a career death sentence. They’re a call to level up.
Want support as you navigate the new normal? Let’s talk. Coaching isn’t about having all the answers—it’s about helping you ask better questions and find a path forward that works for you.
The 3 Skills Every Real Estate Agent Needs to Thrive in a Down Market
In a market where sales are down and things feel a bit slower than we’re used to, it’s easy for agents to get discouraged. A lot of agents I work with are facing the challenge of a market that doesn’t move as quickly, where buyers are hesitant and sellers often aren’t realistic about their home’s value. If you’re not on your game, it’s easy to watch opportunities slip by. But let’s be clear: a down market doesn’t have to mean a down year. In fact, it’s in these times that some of the most successful agents are made.
To not only survive but thrive in this environment, there are three key skills every agent must master. If you can consistently apply these skills, you’ll not only navigate the current market—you’re going to come out ahead when things bounce back.
1. Prospecting Every Day
Prospecting is the lifeblood of any real estate career, and that’s especially true in a slower market. When sales aren’t flying off the shelves, it’s easy to sit back and assume there’s just not enough business to go around. Trust me, I’ve seen it happen time and time again. Agents who stop prospecting when the market slows down are the ones who end up with empty pipelines and closed doors.
Here’s the thing: prospecting is an ongoing process, not a one-time event. It doesn’t matter if the market is hot or cold—you need to build habits that ensure a consistent flow of leads. Think of it as your daily exercise for your business. You wouldn’t expect to stay in shape by working out once a month, would you? The same goes for your real estate business.
What does daily prospecting look like?
- Lead generation calls: Whether it’s following up with past clients, reaching out to expired listings, or just checking in with your sphere, prospecting every day means keeping your name front and center for those who need your help.
- Networking: Meet people in person, attend local events (even virtual ones), and get your name out there. Relationships are crucial in this business.
- Social media engagement: Today, your online presence can have just as much impact as in-person meetings. Engage with your audience, share relevant content, and be visible where your potential clients are looking. Not sure you’re on the right track? Reach out to me about my 5/5/5 approach, and I’ll show you how to make at least 3,300 contact touch points this year in as little as 15 minutes a day.
It doesn’t matter if the market’s slow—prospecting daily keeps your business steady and helps you maintain momentum.
2. Only Taking Salable Listings
Now, let’s talk about the second key skill: only taking salable listings. This one is all about being selective—not every listing is a good listing, and certainly, not every listing is going to sell. In a slower market, it’s more important than ever to be picky about the properties you agree to list.
Why? Because taking listings that don’t have a real chance of selling can drain your energy, time, and resources. You’re going to spend many hours, and hundreds or thousands of dollars working on a property that might sit on the market for months, and in the meantime, your pipeline will remain empty. The result? You’re busy but not productive, and that’s not sustainable for long-term success.
So, what makes a listing salable? Well, there are a few key things I look for:
- Price: In a down market, pricing is everything. If a property is priced too high for the current market conditions, it’s not salable. It doesn’t matter how great the house is or how motivated the seller is—if it’s priced out of reach, it’s going to sit. The first conversation with a seller is always about helping them understand the current market and setting expectations accordingly.
- Condition: This one’s pretty straightforward. If the home needs a lot of repairs or updating, it may not be competitive in the market unless the price reflects that. It’s important to evaluate whether a home’s condition aligns with what buyers are willing to pay for it.
- Seller Motivation: Is the seller truly motivated to move? Or are they just testing the waters? If the motivation isn’t there, it can be hard to get the right price and move the listing forward.
You have to protect your time and your reputation. By being selective, you focus your efforts on properties that are likely to close—and that means less stress and more success in a tough market. Remember: it’s not your job to list properties, it’s to SELL properties.
3. Mastering Pricing and Negotiation
Finally, the third skill you absolutely need to master is pricing and negotiation. This is where many agents fall short when times get tough. When the market slows down, you’ve got to be prepared to navigate tricky conversations about price and guide your clients through the process of getting deals done.
In a hot market, pricing might feel like less of a priority because everything seems to sell quickly, regardless of the price. But in a down market, pricing becomes everything. You can’t afford to overprice a listing and let it sit. You need to use the most up-to-date data and market analysis to come up with a price that will attract buyers right now.
Here’s where your negotiation skills come into play. When a deal starts to stall, or a buyer is hesitant, it’s your job to help both sides see the value of making things work. Strong negotiation isn’t about winning every battle—it’s about finding common ground and making sure everyone feels like they’re walking away with a win. In a slow market, negotiation often isn’t just about price. It’s about terms—closing dates, contingencies, financing, and the myriad of other things you need to handle in a deal. The ability to creatively structure deals can make all the difference.
If you’re confident in your pricing and negotiation skills, you’re not just reacting to the market—you’re actively controlling the narrative. Sellers will appreciate your expertise, and buyers will respect your ability to work through tough situations.
Wrapping It All Up
A slow market doesn’t have to mean a slow business. By mastering these three key skills—prospecting every day, only taking salable listings, and mastering pricing and negotiation—you can set yourself up for success. In fact, when you consistently apply these skills, you’ll be in a stronger position than many agents who are just waiting for the market to turn around.
If there’s one thing I’ve learned in my 30 years in this industry, it’s that the agents who succeed in tough markets are the ones who don’t sit back and wait—they take action, they adapt, and they keep pushing forward.
So, take the time to sharpen these skills. Make them part of your daily routine, and you’ll not only get through this market—you’ll come out ahead.
Ready to take your business to the next level? Contact me to see how I can help you get there!
Overcoming Limiting Beliefs to Supercharge Your Prospecting
As a real estate agent, you’re no stranger to the ups and downs of prospecting. Some days, you’re on fire—closing deals and making connections left and right. Other days, it feels like you’re hitting a brick wall, and that inner voice tells you, “Maybe this isn’t for me.” That voice you’re hearing? That’s a limiting belief, and it’s holding you back from reaching your full potential.
In this post, we’ll explore how to identify and challenge those limiting beliefs so you can enhance your prospecting activities and build better habits. Let’s dive in!
What Are Limiting Beliefs and How Do They Affect You?
Limiting beliefs are the mental roadblocks that keep you from taking action or believing in your success. They often show up as thoughts like, “I hate cold calling,” “I don’t like it when people call my house,” or “People will reject me anyway, so why bother?” These beliefs can seriously undermine your prospecting efforts by triggering self-doubt, procrastination, and outright avoidance.
But here’s the thing: Prospecting is the lifeblood of your real estate business. Whether you’re connecting with potential buyers, following up with past clients, or generating new leads, it’s essential to growing your business. So, if limiting beliefs are standing in the way of your prospecting, it’s time to challenge them head-on.
Identifying Limiting Beliefs
The first step to overcoming limiting beliefs is recognizing them. But how do you identify these sneaky mental barriers?
Common Limiting Beliefs Real Estate Agents Face
- Fear of Rejection – “If I make this call, they’ll probably hang up on me.”
- Self-Doubt – “I’m not as good as the top agents in my office.”
- Perfectionism – “I can’t reach out until I have the perfect script or email ready.”
- Scarcity Mindset – “There aren’t enough clients for me in this market, so why try?”
- Fear of Being Pushy – “If I follow up again, I’ll annoy them.” “I don’t want to be ‘salesy’.”
How to Recognize These Beliefs in Yourself
Ask yourself how you feel before engaging in prospecting. Are you avoiding certain tasks because they make you uncomfortable? Do you often rationalize skipping outreach by telling yourself “It probably won’t work out anyway”? Pay attention to the excuses you make—those are often signs of limiting beliefs.
Another helpful exercise is to journal your thoughts and feelings after a prospecting session. Are your beliefs about your abilities aligned with reality, or are they coloured by fear or past experiences? Recognizing these patterns is key to moving forward.
Overcoming Limiting Beliefs
Once you’ve identified your limiting beliefs, it’s time to challenge them. Here are some effective strategies to get you started.
1. Positive Affirmations
Affirmations are a powerful tool for rewiring your thought patterns. Start each day by telling yourself something positive about your ability to succeed. It will almost definitely feel awkward at first, but over time, affirmations help replace negative self-talk with more empowering thoughts.
For example:
- “I am confident and capable of connecting with new clients.”
- “Every call I make brings me closer to my goals.”
- “I have the skills and knowledge to be successful in this market.”
2. Mindset Shifts
A significant part of overcoming limiting beliefs is shifting your perspective. Instead of viewing rejection as a personal failure, see it as part of the process. Every “no” brings you closer to a “yes.” Remind yourself that successful agents also face rejection—it’s how you respond that matters.
3. Visualization
Before starting your day, spend a few minutes visualizing success. Picture yourself confidently making prospecting calls, engaging in meaningful conversations, and booking appointments. Visualization can help reduce anxiety and boost your motivation to take action.
4. Get Comfortable with Discomfort
Growth doesn’t happen in your comfort zone. The next time you feel anxious about prospecting, remind yourself that discomfort is a sign of growth. Challenge yourself to make that call or send that follow-up email, even if it feels uncomfortable. With practice, your confidence will grow, and the discomfort will fade.
Improving Your Prospecting Habits
Now that you’ve started challenging your limiting beliefs, it’s time to focus on improving your prospecting habits. Here are some practical tips to help you develop consistency and efficiency.
1. Create a Routine
One of the most effective ways to improve prospecting is by establishing a daily routine. Set aside specific blocks of time for prospecting each day—ideally when you’re most energetic and focused. Whether it’s 9 AM to 11 AM or 2 PM to 4 PM, consistency is key. By the way, I always suggest 9-11 am as the best time to prospect – reach out to me to find out why.
2. Use Technology to Your Advantage
Leverage technology to streamline your prospecting. A good CRM system can help you organize leads, schedule follow-ups, and track interactions. Automation tools can also help you stay on top of your email marketing campaigns, ensuring no opportunity slips through the cracks.
3. Set Measurable Goals
It’s easy to get discouraged if you don’t have a clear idea of what success looks like. Set measurable, realistic goals for your prospecting. For example, aim to make 10 calls per day or book 3 new appointments per week. Tracking your progress helps you stay motivated and focused on the bigger picture.
4. Celebrate Small Wins
Prospecting is tough work, so don’t forget to celebrate small victories. Every positive interaction, new lead, or appointment booked is a step in the right direction. Recognizing your progress keeps you motivated and reinforces positive behavior.
5. Accountability
Hold yourself accountable by partnering with a colleague or coach. Set regular check-ins to review your progress and discuss challenges. Having someone to share wins and setbacks with can boost your commitment to prospecting.
Take Control
Limiting beliefs can be a huge barrier to success, especially in the high-pressure world of real estate. But by identifying and challenging those beliefs, you can take control of your mindset and improve your prospecting efforts. Establish a routine, use technology to stay organized, and set measurable goals to keep yourself on track. Remember, prospecting is about building momentum—each small step brings you closer to the results you’re after.
Now it’s your turn. What limiting belief have you been struggling with, and what’s one action you can take today to challenge it? Share your thoughts in the comments below! Let’s keep the conversation going.
The Inspection Condition: It’s Not Your Get-Out-of-Jail-Free Card
It’s time to get real about inspection conditions. We all know they’re critical for protecting buyers, but too often they’re being misused as a backdoor exit strategy when, let’s face it, the buyer just gets cold feet. Spoiler alert: That’s not what they’re for.
The Purpose of an Inspection Condition
An inspection condition is there to allow a buyer to evaluate the physical state of the property. It’s about ensuring the house isn’t hiding any major surprises—like a cracked foundation, a faulty electrical system, or the aftermath of a secret squirrel invasion (yes, that happens). The key here is that the inspection condition exists for that specific purpose, not for the buyer to pull the plug just because they got nervous.
What’s Really Happening
Lately, too many deals are dying on inspection. The worst part? When we take a closer look, it turns out there was nothing
wrong with the property. Agents, we need to educate our buyers on the proper use of this condition, because what’s happening is that clients are using it as a convenient excuse to back out when their hesitation isn’t about the property itself. Whether it’s buyer’s remorse, an unrealistic expectation of finding a perfect house, or just a case of jitters, the inspection condition is being wielded like a loophole rather than a safety net.
How This Affects You
When buyers misuse this condition, it wastes everyone’s time, blows up deals that were solid, and potentially puts the buyer in hot water if the seller decides to push back. We’ve all been there when a deal falls apart over something trivial—or worse, nothing at all. It’s a bad look for everyone involved, including you as their agent.
Setting Expectations from Day One
Your buyers need to know upfront that the inspection is about uncovering real issues—not a ‘feelings check.’ If they’re backing out because they don’t like the paint color, the neighbors, or because they think another unicorn of a house is going to pop up next week, the inspection clause is not their tool for that.
The Fallout of Misusing the Condition
Sellers are catching on to this trend, and it’s leading to more rigid negotiations. Some are starting to push back on inspection clauses or limit their scope, which can ultimately harm buyers who genuinely need the protection. And let’s not forget, when these conditions are misused, it can damage your professional reputation in the long run.
At the End of the Day…
As agents, it’s our responsibility to guide buyers and sellers through the offer process fairly and professionally. The inspection condition is there to protect, not provide an easy exit. So let’s use it right—and make sure our clients understand it too.
Want to learn more about how you can grow your business with best practices at heart? Email me.
What if There Was A 12 Step Program for Recovering Real Estate Agents?
You know I speak to a ton of agents every week about their businesses. I am their manager, their coach, their therapist. I try to be a friend too. And I want to help.
One of the (far too) recurring themes I hear from agents is that they feel burned out and tired all the time.
You aren’t taking time off, and it shows. Sorry, but I call ’em like I see ’em.
I was joking with someone the other day that it’s like agents are addicts.
Addicted to the work. Addicted to the deals. Addicted to the feeling of control. Addicts don’t always know they’re addicted, and they usually don’t think they need help. But you guys are addicted to real estate!
I jokingly said to the person I was joking with that they needed a 12 Step program like AA has. They laughed at first, but then agreed with me. So here I am with my tongue in cheek outline. While this list is, I hope, entertaining, I truly think if you took some of these lessons to heart, you’d have a much better experience in real estate and in your life.
The 12 Step Program for Real Estate Agents
Step 1: Admit You’re a Control Freak
Acknowledge that your need to control every aspect of your business is causing more stress than success. The first step to recovery is admitting you have a problem… with letting go.
Step 2: Believe in the Power of Delegation
Come to believe that a team of capable people (or at least one decent assistant) could restore your sanity and allow you to enjoy life outside of work.
Step 3: Turn Your Phone Over to a Higher Power
For just one hour, give up your phone. If it survives the experience, maybe you can too.
Step 4: Inventory Your Client List
Make a searching and fearless inventory of your client list. Realize that not every client is a “now” client, and it’s okay to let a few leads go. Value alignment or misalignment can lead to either a thriving business or an agent with PTSD.
Step 5: Admit to a Colleague That You Need a Vacation
Share with a fellow agent that you haven’t taken a real vacation in years. They’ll either relate or stage an intervention.
Step 6: Make a List of Unreturned Phone Calls
Jot down all the calls you haven’t returned because you were too busy micromanaging. Then, realize most of them weren’t urgent… or even necessary.
Step 7: Humbly Ask for Backup
Whether it’s from your manager, your spouse, or your favourite local bartender, ask for help. You don’t have to do this alone-life or real estate.
Step 8: Make Amends to Your Family and Friends
Apologize to loved ones for every time you’ve answered the phone at dinner, on a date, or during your kid’s recital. Maybe even leave your phone in another room next time.
Step 9: Take Time for Self-Care
Block out an afternoon for yourself. Whether it’s a spa day, a hike, or just a nap, self-care is key to recovery. Real estate can wait. Remember, there is no such thing as a real estate emergency.
Step 10: Continue to Practice Delegation
Regularly assess your workload and delegate tasks to others. If you relapse into micromanaging, start again at Step 2.
Step 11: Seek Balance in Your Life
Remember that work-life balance isn’t just a myth. Strive to balance your passion for real estate with your passion for living.
Step 12: Share the Program with Others
Having had an awakening, share this 12-step program with fellow agents who may be suffering in silence. You’ll be doing them a favor-and yourself one too.
Ready to get started on your recovery?
Call me.
