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Let’s get one thing straight: The market isn’t going to make you successful. Your strategy will.
In real estate, it’s easy to fall into the habit of blaming the market. When activity slows down, there are some go-to explanations: “Rates are too high.” “Buyers are waiting.” “Sellers don’t want to trade their low mortgage.”
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All of that might be true — but it’s not the full story. Deals are still happening. Properties are still trading hands. People still need to move. What’s different is how those deals are made. In slower markets, agents who are strategic, creative and proactive rise to the top. Those who wait for conditions to change get left behind.
In a city like New York, you learn quickly that the market is never “easy.” There’s always something — interest rates, inventory challenges or shifting buyer psychology. The agents who succeed here are the ones who know how to pivot. They don’t rely on the market to do the heavy lifting. Instead, they rely on their ability to outthink and outwork the competition.
If you’re sitting around waiting for a “hot market” to carry you, you’re wasting time. What you really need is a smarter strategy. Here’s where to start:
1. Position the property, not just the price
Pricing is important, but it’s not the whole game. In a slower market, it’s not enough to simply “price to sell.” You need to understand the psychology behind buyer decision-making.
What problem does this property solve for them? What emotion are you tapping into?
- Is it value — like a first-time buyer who feels they’re finally “getting in” to a coveted neighborhood?
- Is it potential — an investor visualizing how they can maximize rental income or flip value?
- Or is it exclusivity — that emotional pull of owning a one-of-a-kind penthouse with skyline views no one else can claim?
These emotional drivers are often more powerful than square footage or finishes.
The story you tell around a listing — how you position it in the market — can be the difference between sitting stale and sparking interest. Great agents know how to package even a “challenging” property in a way that resonates with the right audience. Pricing is a tool, but positioning is an art.
2. Build hyperlocal relevance
In a city as vast and competitive as New York, being “a real estate agent” isn’t enough. The agents who win are hyperlocal experts. They know their neighborhoods inside and out — not just the comps, but the culture, the community and the hidden gems.
Building hyperlocal relevance means consistently showing up where your audience lives and plays. It’s hosting community events, creating valuable local content or supporting neighborhood businesses. When you become the go-to resource in your area, you stop competing for attention. People come to you. Market share starts with mindshare. Focus local, build deep relationships, and watch your business grow.
3. Leverage creative partnerships
When traditional channels aren’t producing results, it’s time to think outside the box. Partnerships are a powerful way to expand your reach and create new opportunities.
Think about local businesses, art galleries, design firms, wellness studios: Who shares your target audience but isn’t a direct competitor? Collaborating with these partners can help you tap into fresh networks, create memorable experiences and add value in ways that standard marketing can’t.
The goal is to create buzz where there was none. To reach people who may not be actively looking but are open to the right opportunity. In a tight market, visibility is everything. Creative partnerships give you an edge.
4. Work your database, not just your feed
Social media is important, but your most valuable assets are often sitting quietly in your database. Past clients, sphere of influence, referral partners — these are the people most likely to trust you, recommend you and work with you again. Yet many agents neglect this warm audience in favor of chasing cold leads online. Big mistake.
A smart, consistent outreach strategy can reignite old relationships and generate new business. Whether it’s personalized check-ins, client appreciation events or valuable market updates, staying in front of your database should be non-negotiable.
5. Take ownership of your strategy
At the end of the day, you can’t control interest rates, market cycles or buyer hesitations. But you can control how you show up, how you think and how you act. The agents who thrive in markets like this are the ones who take ownership of their strategy, not the ones waiting for conditions to change.
Success in New York City real estate comes down to positioning, relationships and creativity. The market isn’t going to hand you business. You have to go out and get it — strategically, deliberately, relentlessly. In a slower market, your relationships are your lifeline. Treat them accordingly.
