If you look at popular culture and shows like “Selling Sunset,” you might think that becoming a successful real estate agent is easy for anyone interested in dope properties and chic outfits. In reality, it isn’t for the faint of heart; it takes serious time, effort, and willingness to push through challenges.
To succeed, I recommend starting by identifying your mission, vision, and values and then preparing a clear business plan. Then, build a strong personal brand that reflects your unique strengths. You’ll also want to choose a supportive brokerage and mentor, specialize in a niche to stand out, and prepare for slow periods (these will happen!). Most importantly, stay resilient and learn from setbacks.
I’ve also included a free downloadable roadmap to help you build intention if you’re fresh to the scene or refine and scale if you’re a seasoned realtor.
Get your milestone roadmap from The Close
To succeed in real estate, begin by defining what’s most important and meaningful to you and how you can apply those things to your business. Your mission, vision, and values define your core purpose and give you direction.
Ask yourself questions like these when crafting your real estate mission statement:
Knowing these crucial aspects of your business will drive your success and give you a sense of purpose.
Mission statement example (Source: RE/MAX Bad Soden)
Once you’ve identified your guiding framework, write a real estate business plan. This plan is a way to track goals and make the wisest decisions, like a roadmap to success for growing your real estate business. It should include your mission, who you want to work with (your ideal client), your farm area, your marketing strategy, and an honest evaluation of your strengths and weaknesses.
I prepared this simple business plan to give you an idea of what it can look like:
As you choose the best real estate company to work for, make sure you also consider what they offer in terms of marketing assistance, lead generation, real estate software, or additional income opportunities. The company you choose will impact your real estate salary and, ultimately, your success. Make it a point to interview several brokerages before choosing the one that fits you best.
Mission: Delivering curb appeal, contract wins, and coffee-fueled commitment!
Vision: To create a world where moving is an adventure — with great snacks and even better service.
Values:
Goals:
Services:
Marketing:
Revenue:
Not-so-secret-anymore sauce: Genuine, approachable, and all about you.
Many enter the real estate world thinking their brokerage’s name will do the heavy lifting. But clients don’t choose logos, they choose people. So, you’ll want to make the move from agent to entrepreneur.
Becoming a brand means being intentional about how you’re seen, remembered, and referred to. Think of your real estate branding as your reputation in surround sound — the vibe people get when they see your content, hear your name, or meet you in person.
Focus on the following:
Personal branding success story: Ryan Serhant, known from the reality TV series “Million Dollar Listing New York,” leveraged his acting background to build a personal real estate brand. With over 8 million followers across several social platforms, he emphasizes the importance of authenticity and digital marketing. SERHANT, his firm, even secured the most expensive residential listing in the US, a $250 million penthouse in NYC. This highlights the impact of becoming a strong brand.
Authenticity is powerful in real estate, and people are drawn to agents who are genuine. If you’re a great communicator, emphasize client engagement; if you’re detail-oriented, highlight your precision in transactions. Rather than copying what everyone else is doing, play to your natural advantages.
I can understand why many new agents think that they have to do X, Y, and Z to succeed; that’s what they see. However, your personality is an important part of your business, and in a people-first industry, who you are can matter more than what you know.
For example, if you’re an introvert, cold-calling FSBOs and door-knocking would not be enjoyable. Even if it’s an effective strategy for another agent in your area, you’ll feel burnt out trying a method that doesn’t suit your strengths.
Remember, your individuality is your unfair advantage.
When you lean into it, you attract people who resonate with your style, and business becomes a whole lot more enjoyable and authentic.
Take our free real estate sales personality quiz to learn which personality and marketing methods fit you best; you might be a creative, a sales pro, an introvert, a community expert, or an innovator.
Real estate is not just sales — it’s also a business. Many professionals focus heavily on lead generation, listings, and client service (which are essential), but what separates thriving agents from surviving ones is mastering the business side of the business.
To succeed, I recommend starting by identifying your mission, vision, and values and then preparing a clear business plan. Then, build a strong personal brand that reflects your unique strengths. You’ll also want to choose a supportive brokerage and mentor, specialize in a niche to stand out, and prepare for slow periods (these will happen!). Most importantly, stay resilient and learn from setbacks.
I’ve also included a free downloadable roadmap to help you build intention if you’re fresh to the scene or refine and scale if you’re a seasoned realtor.
Get your milestone roadmap from The Close
1. Set your compass before you sell the map.
To succeed in real estate, begin by defining what’s most important and meaningful to you and how you can apply those things to your business. Your mission, vision, and values define your core purpose and give you direction.
- Mission: Your current purpose in serving clients (e.g., “Delivering curb appeal, contract wins, and coffee-fueled commitment!”).
- Vision: Your long-term aspirations (e.g., “To create a world where moving is an adventure — with great snacks and even better service.”).
- Values: The principles that guide your behavior (e.g., authenticity, connection, and drive).
Ask yourself questions like these when crafting your real estate mission statement:
- Why do I want a career in real estate?
- Who do I want to help?
- What’s important to me as an entrepreneur?
- What impact do I want to have on my local community?
Knowing these crucial aspects of your business will drive your success and give you a sense of purpose.
Mission statement example (Source: RE/MAX Bad Soden)
2. Plot your empire: the game plan begins.
Once you’ve identified your guiding framework, write a real estate business plan. This plan is a way to track goals and make the wisest decisions, like a roadmap to success for growing your real estate business. It should include your mission, who you want to work with (your ideal client), your farm area, your marketing strategy, and an honest evaluation of your strengths and weaknesses.
I prepared this simple business plan to give you an idea of what it can look like:
As you choose the best real estate company to work for, make sure you also consider what they offer in terms of marketing assistance, lead generation, real estate software, or additional income opportunities. The company you choose will impact your real estate salary and, ultimately, your success. Make it a point to interview several brokerages before choosing the one that fits you best.
- Authenticity: I keep it real, from coffee chats to contracts. What you see is what you get, and that builds trust.
- Connection: Relationships > transactions. Whether it’s a meme or an open house party, I’m in it for the long-haul connection.
- Drive: Fueled by hustle (and caffeine), I bring great energy, follow-through, and a “let’s make it happen” mindset to every deal.
- Close 25+ homes this year
- Have a 70% referral-based business
- Grow social following and community love
- Buying and selling homes
- First-time buyer help
- Virtual tours and local guides
- Monthly “Hot Homes & Vibey Vibes” email
- Reels, memes, and market tips on social
- Pop-bys, client gifts, and open house parties
- Standard commissions
- Partnerships with local businesses
3. Become a brand, not just an agent.
Many enter the real estate world thinking their brokerage’s name will do the heavy lifting. But clients don’t choose logos, they choose people. So, you’ll want to make the move from agent to entrepreneur.
Becoming a brand means being intentional about how you’re seen, remembered, and referred to. Think of your real estate branding as your reputation in surround sound — the vibe people get when they see your content, hear your name, or meet you in person.
Focus on the following:
- Client testimonials
- A unique value proposition
- A well-designed website
- Consistent social media presence
Personal branding success story: Ryan Serhant, known from the reality TV series “Million Dollar Listing New York,” leveraged his acting background to build a personal real estate brand. With over 8 million followers across several social platforms, he emphasizes the importance of authenticity and digital marketing. SERHANT, his firm, even secured the most expensive residential listing in the US, a $250 million penthouse in NYC. This highlights the impact of becoming a strong brand.
4. Focus on your unique personality and strengths.
Authenticity is powerful in real estate, and people are drawn to agents who are genuine. If you’re a great communicator, emphasize client engagement; if you’re detail-oriented, highlight your precision in transactions. Rather than copying what everyone else is doing, play to your natural advantages.
I can understand why many new agents think that they have to do X, Y, and Z to succeed; that’s what they see. However, your personality is an important part of your business, and in a people-first industry, who you are can matter more than what you know.
For example, if you’re an introvert, cold-calling FSBOs and door-knocking would not be enjoyable. Even if it’s an effective strategy for another agent in your area, you’ll feel burnt out trying a method that doesn’t suit your strengths.
Remember, your individuality is your unfair advantage.
5. Sharpen your business skills like a boss.
Real estate is not just sales — it’s also a business. Many professionals focus heavily on lead generation, listings, and client service (which are essential), but what separates thriving agents from surviving ones is mastering the business side of the business.
- Be strategic instead of reactive.
- Make decisions with intention and data.
- Invest in tools and training that compound your success.
- Build a business that serves your life, not the other way around.
- Read business books (like “The E-Myth Revisited” by Michael E. Gerber, “Atomic Habits” by James Clear, or “Profit First” by Mike Michalowicz) or the best real estate books.
Remember, your areas for improvement should not prevent you from learning how to become a successful real estate agent. Instead, seek continuing education (CE) courses, get additional brokerage training, or speak with a mentor about honing the skills you need to improve.
6. Keep learning so that you keep earning.
“The more you learn, the more places you’ll go.” Real estate laws, technologies, and customer expectations don’t stop evolving, and the most successful agents are lifelong learners.
You’ll want to stay sharp, adaptable, and ahead of the curve, so invest in additional certifications like Certified Residential Specialist (CRS) or Accredited Buyer’s Representative (ABR). Those not only expand your expertise but also boost your professional image.
I encourage you to stay educated to become a more effective advocate for your clients, allowing you to handle complex situations with confidence.When you’re constantly improving, clients remember you for your value, not just your friendliness; other agents respect you — and refer to you; and you position yourself as the go-to expert in your niche.
Related resources:
7. Find your brokerage soulmate.
One of the first tasks you’ll do when you get your real estate license is to choose a brokerage to work with. This decision can be daunting, as your brokerage affects your training, commission splits, leads, and professional environment.
Consider the following when choosing the best real estate company to work for:
- Training programs
- Marketing assistance
- Lead generation
- Technology and tools offered
- Reputation in the market
- Culture and support
- Additional income opportunities
The brokerage you go with will impact your real estate agent salary and, ultimately, your success. Make it a point to interview several companies before selecting the one that fits you best.
8. Mentor up.
This can be a game-changer, whether you plan to jump into real estate full-time or become a part-time real estate agent. A mentor accelerates your learning and helps you avoid costly mistakes.
They can
- Help you prepare for things that no textbook or course can anticipate.
- Take years off your learning timeline; instead of trial and error, you get real insights from someone who’s already done what you want to do.
- Teach you what you don’t learn in pre-licensing courses, such as how to 1) read between the lines of a contract; 2) manage emotional clients or difficult negotiations; and 3) bounce back when a deal falls through.
- Keep you on track, push you when you’re stuck, and celebrate wins with you.
- Introduce you to their trusted circle of lenders, inspectors, title companies, and other agents.
The best place to find a mentor is from your brokerage or at local networking events. Some brokerages have a mentorship program where you can pick or be assigned a specific mentor to help you as you get started. For instance, eXp Realty’s Mentor Program will match any agent with fewer than three transactions in the last 12 months with a mentor.
Personal branding success story:If you don’t have an official mentor assigned to you, I recommend asking around your brokerage for senior agents who may be willing to meet with you. You can also attend local real estate events or ask colleagues for introductions to pros.
9. Build connections that open doors.
A common real estate saying is, “Your success is directly tied to who you know.” You may have also heard, “It’s not what you know, but who you know.”
In real estate, your network (also called your sphere of influence) is the foundation of all success. It consists of everyone you know, including
- potential clients
- real estate professionals
- business owners or other professionals like mortgage brokers, home inspectors, and lawyers
People are more likely to hire someone they already know and trust than a stranger. They’re also likely to go with an agent personally recommended by someone else they trust. This means that your network is your bread and butter, where most of your leads and referrals will come from.
A strong network that generates consistent, valuable leads doesn’t happen by accident — you have to nurture it and actively reach out to create new relationships. Here are some tips:
- Attend industry events.
- Join local business groups.
- Connect with lenders, inspectors, and contractors.
- Stay in touch with past clients.
Also, keep in touch with your network in various ways throughout the year. Those include email, text, phone calls, snail mail, social media, or in-person events.
Related resources:
10. Niche it to win it.
I can understand why, as a newer agent, you may be tempted to take all possible clients, regardless of their specific needs. However, doing that usually takes more of your time and energy. When you focus on a niche that fits your personality or interests, your business becomes more fulfilling and way less draining.
Choosing a niche doesn’t mean turning away business. Instead, it means positioning yourself to attract better business. Niching lets you speak your client’s language and address their unique pain points, which may result in better leads and faster conversations. It helps you build authority within a specialized area and market more strategically to a specific audience.
Some popular real estate niches include:
- Farm areas or specific neighborhoods
- Military clients
- Rentals
- Buyers or sellers
- First-time homebuyers
- Vacation rentals
- Luxury real estate
Sometimes, a niche will come naturally as you start your career, but other times, it will require intentionality to find a gap in the market. Once you find it, put yourself in the shoes of your potential clients to determine their needs and how you can help them. Also, ensure you brush up on real estate terms specific to your clients or properties.
Niche specialization success story: Premier Estate Properties, a boutique firm in Boca Raton, Florida, concentrates exclusively on the high-end luxury market. It exceeded $3 billion in one 12-month period, per REALTOR® Magazine Media, proving that niching can definitely win!
11. Stack your toolkit with smart tech.
“Work smarter, not harder.” Sure, you could do most real estate tasks manually, but you can massively increase your productivity and results by choosing the right real estate tools.In a world of AI and unlimited software programs, the choices can be overwhelming. I encourage you to focus on solutions that keep you organized and accountable, such as the following:
- Real Estate Marketing Tools: Lets you create, schedule, and manage marketing like a boss. Check our list of the best marketing tools for some options to streamline your workflow.
- Real Estate Lead Generation Companies: Help you scale faster without spending hours prospecting manually. Our guide to the best lead generation companies has some vetted picks.
- Best CRM for Real Estate: Is your hub for lead tracking, client notes, and follow-ups. Use one of our top-recommended CRMs for real estate to keep your efforts organized.
- Best Real Estate Website Builders: Offers you more than a digital business card; you get a 24/7 lead converter, personal brand hub, and content platform. Our roundup of the best website builders has some easy-to-use and affordable options to set you up for success.
Here are a few reasons why smart tech matters:
- Expecting convenience, speed, and transparency, clients compare agents based on how easy you are to reach, how smooth your process is, and how sharp your digital presence looks.
- Running a real estate business requires you to wear several hats (e.g., agent, marketer, admin, transaction coordinator, and social media manager), and tech removes friction and gives you back time.
- Leveraging automation for repetitive tasks like follow-ups and paperwork lets you focus more on people, strategy, and business growth.
12. Save for rainy days (and dry listings).
Even for the best realtors in the country, success varies from month to month, and this inconsistency is one of the biggest challenges of the career. The slowest period of the real estate market is typically December through February, whereas the peak season runs from April to June, per the National Association of Realtors.
I recommend building financial resilience to survive slow seasons, market shifts, and personal slumps.
- Set aside a percentage of your commissions from your busier months; aim for 3 to 6 months of expenses covered.
- Diversify your income stream by getting real estate side hustles, like doing photography, teaching, or managing properties.
- Look into other jobs you can get with a real estate license to supplement or replace your sales income.
Also, consider using the slower season to maintain relationships and brand visibility. You can
- Educate clients about market trends through newsletters or reports
- Host client appreciation events to stay top-of-mind
- Build new referral relationships with agents, mortgage lenders, and other professionals
Saving isn’t just about security — it’s about freedom. Freedom to walk away from bad clients, to invest in your growth, and to weather downturns without panic.
13. Spy on the market like a neighborhood ninja.
Keeping well-informed about the current market is essential.It’s not enough to just keep an eye on listings; you also have to master your farm area so that you can deliver sharp insights, anticipate trends, and speak about the neighborhood like you live and breathe it. This means monitoring home prices, inventory levels, days on market, interest rates, and emerging neighborhood developments.
By understanding such trends, you can better guide your clients and set realistic expectations, which in turn builds trust and credibility. You’re not just learning stats but also picking up the neighborhood’s story.
- Learn the vibe of each street: Is it quiet? Kid-friendly? Up-and-coming?
- Subscribe to local MLS updates and market reports.
- Set a weekly routine to analyze data.
- Follow local government planning and zoning meetings.
- Note renovations, FSBOs, investor flips, or upcoming for-sale signs
- Talk to locals at open houses, coffee shops, and parks.
14. Work that poker face like a pro.
Being a great negotiator means more than just securing a lower price. It means mastering your emotions and controlling your reactions, especially in high-stakes situations, as well as knowing when to push, when to compromise, and how to communicate your client’s needs effectively.
Strong negotiation skills can enhance your reputation as a skilled professional. It allows you to
- Win better deals for clients without derailing the transaction
- Resolve conflicts calmly and constructively
- Build trust and long-term relationships with clients and other agents
- Close deals faster and with fewer complications
Becoming a master negotiator is about developing a mindset of empathy, strategic thinking, and confidence. In real estate, where deals involve high emotion, this skill can set you apart as a trusted, results-driven professional.
Scenario What to do Presenting pricing advice Don't flinch at unrealistic expectations; be confident and steady. Receiving an offer Don’t celebrate too early or show disappointment. Talking with emotional clients Let them vent, but don’t get swept into the emotion. Being in bidding wars Keep your cool, and don’t let your buyer know you're nervous.
Remember, clients need you to be the calm in the chaos. If you look panicked, uncertain, or overly excited, you risk making them feel anxious. What’s worse, you may lose negotiating power.
15. Fail forward. Bounce back braver.
This is an empowering mindset that you should adopt, especially in an industry where rejection, unpredictability, and setbacks are part of the game. Leads may hang up on you mid-sentence, doors may be slammed in your face, people you thought you connected with may ghost you, and deals may fall through at the last minute — no matter how hard you work.
- After a deal or opportunity falls apart, ask yourself what worked, what didn’t work, and what you would do differently next time.
- Track insights from failures and near-misses so that you can spot patterns and remind yourself how far you’ve come.
- Normalize setbacks by reaching out to other realtors to vent, share experiences, and remind yourself you’re not alone.
- Prioritize self-care to remove stressors, like doing meditation, exercising, and getting good quality sleep.
If you’re willing to learn, the real estate industry will force you to be resilient and to learn how to bounce back.
Boom or bust? What the real estate agent job market’s future holds
Per the Bureau of Labor Statistics, employment for real estate brokers and sales agents is projected to grow by only 2% from 2023 to 2033, which is slower than the average for all occupations.
Key factors affecting the job market of real estate agents include the following:
- Interest rates: High mortgage rates often dampen home sales, which directly affects the demand for agents.
- Housing market cycles: Periods of economic expansion tend to increase the demand for housing and real estate agents, while downturns suppress it.
- Technology: Online listings and real estate platforms have changed how agents interact with buyers and sellers, pushing agents to provide more personalized and value-added services.
- Urban vs rural dynamics: Job prospects are generally better in growing urban and suburban markets, where housing development and turnover are more active.
Still, with thousands of job openings expected each year (mostly from turnover and retirements), there’s room to build a successful career if you’re a driven agent, especially if you understand what’s shaping the industry.
Related resource: Real Estate Agent Tips for Newbies
How much do real estate agents really make?
The average annual salary of a real estate agent in the US is $85,793, per ZipRecruiter’s May 2025 data. However, earnings vary significantly based on location, experience, and specialization. For instance, a real estate sales agent in Soledad, California, reportedly earns an average of $128,338 a year.
So while the real estate profession offers substantial earning potential, especially for top performers, it is characterized by variability and influenced by market conditions. Here are other key factors that affect a real estate agent’s salary:
- Experience and time commitment: Agents with more years in the industry and those working full-time typically earn higher incomes. For example, those with 11 to 25 years of experience often earn significantly more than beginners.
- Geographic location: Location, location, location… Agents in high-demand or high-cost areas (like California or New York) usually earn more due to higher property values and market activity.
- Specialization: Focusing on a niche (such as luxury homes, commercial real estate, or rentals) can lead to higher commissions and a more consistent client base.
- Brokerage commission splits: The percentage of commission an agent keeps after splitting with their brokerage directly affects income. Some brokerages offer better splits or cap fees to maximize agent earnings.
- Market conditions: Economic factors like interest rates, housing inventory, and local demand influence how many properties agents can sell and how much they can earn.
- Education and skills: Agents who invest in CE and build strong skills in negotiation, marketing, and tech tools often close more deals and earn more.
- Regulatory changes: Shifts in industry regulations (such as recent changes to commission structures) can impact how agents are compensated going forward.
Frequently asked questions (FAQs)
Is it hard to become successful in real estate?
Yes, as becoming a successful real estate agent takes dedication. However, it is possible for anyone who is willing to put in the time and effort to improve their skills, bounce back from rejection, and learn what works for their business.
What are the chances of becoming a successful real estate agent?
The chances of becoming a successful real estate agent depend on multiple factors, including your location, work ethic, skills, personality, training, and support system. Statistically, many new agents struggle. However, with the right strategies and mindset, success is absolutely achievable.
How do you survive your first year in real estate?
It will come down to your preparation and growth. You need to have a few months of expenses saved up for the beginning of your career so that you can focus on growth — growing your network, leads, clientele, marketing tools, and real estate knowledge.
- Treat it like a business. Real estate is not a job — it’s a business that you’re building, so approach it with an entrepreneurial mindset.
- Be patient. The first few months may bring few leads and fewer closings. Set realistic goals and commit to consistent effort.
- Stay resilient. Rejection, failed deals, and dry spells are part of the game.
How to make $100,000 your first year in real estate?
To make $100,000 in your first year, you need to treat it like a full-time business. Start by understanding how much you need to produce in sales (i.e., how many transactions do you need in the year to get that $100,000) and joining a brokerage that provides quality training and mentorship. Then, commit to generating leads daily, with a focus on building real relationships and following up persistently. With discipline and daily action, closing $100,000 worth of deals in your first year (depending on your market and average commission) is achievable.
What do most realtors struggle with?
Most realtors struggle with consistently generating and converting leads, especially in competitive or slow markets. Time management may also be a challenge, as balancing showings, paperwork, client communication, and marketing can be overwhelming.
Many also find it tough to stand out in a crowded market and build a strong personal brand — and keeping up with changing technology, market trends, and legal regulations adds pressure. Additionally, the emotional toll of unpredictable income and client-related stress, such as managing unrealistic expectations, can make things particularly difficult.
The final walkthrough
Learning how to become a successful real estate agent may seem simple, but it requires much dedication and strategy. You’ll give yourself the best chances of success by following the strategies in this guide, intentionally building a network, leveraging technology and tools, and preparing for the inevitable ebbs and flows of the market.
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