Share this article!

As the final quarter of 2024 approaches, real estate agents across the country are reflecting on the year and planning their approach to ensure a successful 2025. It’s no secret that the real estate market has its ebbs and flows, with seasonal trends often influencing activity levels. However, true professionals know that the work does not stop just because the market may be quieter or the season slower. Real estate is a business where consistent effort pays off, especially in building a strong client base, generating leads, and securing repeat business. As agents prepare for the upcoming year, it’s crucial to consider strategies that will bring in more leads, strengthen client relationships, and ultimately close more deals in 2025.

1. Building Lifetime Relationships: More Than Just a One-Time Transaction

One of the common pitfalls in real estate is the “one-and-done” mindset. Once a deal closes, many agents move on to the next client, believing the relationship is complete. However, to create a sustainable and successful real estate business, agents should consider every closed deal as the beginning of a long-term relationship. According to McKendree Moving’s study, “most people can expect to own three homes during their lifetimes” (source), meaning that each satisfied client is potentially worth not just one, but multiple future transactions. Maintaining these connections can turn each closing into a recurring opportunity, as well as a source of valuable referrals to friends, family, and acquaintances.

To cultivate these lasting relationships, agents should make a habit of reaching out periodically—whether through holiday greetings, home anniversary cards, or market updates. This keeps the agent top-of-mind and reinforces their role as a trusted advisor. Developing a system for consistent follow-up, such as a monthly or quarterly newsletter, can nurture these relationships effortlessly.

2. The Power of Visibility: Don’t Be a “Secret Agent”

During a recent webinar with Jennifer Yeo of Presidio Real Estate (source), the importance of visibility in real estate was emphasized through the concept of avoiding being a “secret agent.” As Yeo aptly put it, agents should not keep their profession a secret. It’s essential that people know not only what you do but also why you do it and how you can help them. Real estate is a profession that requires public engagement, community presence, and personal branding. Many agents are hesitant to put themselves out there, but being visible is one of the most powerful tools for gaining trust and attracting leads.

As someone who once dreamed of being a spy, I found the idea of being a “secret agent” appealing in a different sense. But in real estate, this analogy highlights the importance of transparency. When people are aware of an agent’s expertise, commitment, and value, they’re more likely to turn to them when they’re ready to buy or sell. Agents should leverage social media, local events, and even casual conversations to communicate their role in the real estate industry.

3. Maximizing Annual Transactions: The Importance of Incremental Growth

The average Realtor sells approximately six homes and assists clients with purchasing six homes annually (source). While these numbers provide a solid foundation, increasing that by just one or two transactions each year can yield significant financial growth. So, what steps can agents take to increase their transaction count?

First, agents should focus on deepening existing relationships and expanding their referral networks. Second, they should target specific niches or market segments where they can offer unique expertise, such as investment properties, luxury homes, or first-time buyers. By positioning themselves as experts in a specialized area, agents can attract clients who are seeking that particular knowledge.

4. Generating Leads: Focusing on Quality Over Quantity

One of the most common challenges in real estate is consistently generating high-quality leads. According to Mailchimp, some of the most effective lead-generation methods for agents include maintaining an active social media presence, creating targeted email marketing campaigns, developing a strong personal brand, building local connections, forming strategic partnerships, and employing traditional advertising methods (source).

However, agents should avoid the temptation to tackle all these strategies simultaneously. Instead, they should focus on mastering one lead-generation technique before moving on to the next. For example, an agent could begin by cultivating a strong presence on one social media platform, where they consistently post valuable content, engage with followers, and build a recognizable brand. Once proficient, they could expand into email marketing by curating informative newsletters or property updates tailored to client interests.

This focused approach prevents burnout and allows agents to develop depth in their marketing skills, which ultimately leads to better quality leads and higher conversion rates. By refining one area at a time, agents can expand their lead-generation capabilities in a sustainable manner, turning prospects into loyal clients.

5. Setting the Stage for 2025: Strategic Planning for Continued Success

For agents looking to maximize their success in 2025, proactive planning and goal-setting are essential. The end of the year provides an excellent opportunity to reflect on past performance, identify strengths and weaknesses, and set clear objectives for the upcoming year. Agents should consider implementing a business plan that includes specific revenue targets, transaction goals, and client acquisition strategies. Setting actionable goals not only provides direction but also boosts motivation and accountability.

One practical approach is to set quarterly goals, breaking down annual targets into manageable steps. For example, if an agent wants to increase their transaction count by four deals, they could aim to close one additional deal each quarter. This incremental approach makes goals achievable and allows agents to adapt their strategies as needed throughout the year.

6. Strengthening Client Relationships: The Key to Future Business

The real estate industry is relationship-driven, and agents who prioritize maintaining strong client relationships are more likely to benefit from repeat business and referrals. Given that most people own an average of three homes throughout their lifetimes, agents who build lasting relationships can potentially turn each client into multiple transactions over the years. This strategy goes beyond simply closing a deal; it involves nurturing a long-term connection with each client.

Agents can keep in touch with past clients through personalized check-ins, annual home evaluations, or by sharing local market updates. By positioning themselves as ongoing resources, agents become the go-to choice for clients when they’re ready to buy or sell again. A well-maintained client database, organized with notes on each client’s preferences and timelines, can streamline these follow-ups and ensure that no opportunity for repeat business is overlooked.

7. Executing with Consistency: The Mark of a True Professional

In real estate, consistency is the cornerstone of success. Whether it’s through client follow-ups, content marketing, or networking, agents who commit to daily and weekly routines are better positioned to generate leads and close deals. Real estate professionals who embrace consistency understand that every action, no matter how small, contributes to building momentum and achieving long-term success. It’s this discipline that separates top agents from those who struggle to maintain steady business.

As 2024 draws to a close, real estate agents should embrace a mindset of resilience, consistency, and client-centered service. The strategies outlined—from maintaining client relationships and staying visible, to setting incremental goals and refining lead-generation techniques—offer a roadmap for sustained growth and success in 2025. By approaching the new year with a proactive plan, a focus on relationship-building, and a commitment to professional development, agents can position themselves to not only weather any market conditions but thrive, turning each client interaction into an opportunity for future business and referrals.

John G. Stevens is publisher of Weekly Real Estate News