Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.
Let’s face it — there’s a lot of noise in the real estate industry right now. Between Zillow’s new listing policy and chatter about interest rates, inventory and tariffs, we as agents start feeling anxious and overwhelmed about things we can’t control. And when fear creeps in, we tend to stop taking action. But here’s the truth: we have more control than we think.
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Yes, you have to work hard and recognize that deals aren’t going to come easy. But people still need to buy and sell real estate – and the agents who are mindful of that will dominate in a market where others pull back. Here are eight aspects of your business that you can take control of today.
Control your visibility
You don’t have to look far for prospecting opportunities in the summer. Whether you’re at the beach, a graduation party, baseball game or 4th of July barbecue, you’re naturally around more people this time of year. That doesn’t mean you have to be in business mode all the time, but be intentional, knowing that every social interaction could be a potential lead.
And don’t stop marketing and advertising. The more visible and engaged you are now, the more momentum you’ll build heading into the fall and winter markets.
Control your knowledge
When you’re out and about, you’re inevitably going to be asked the age-old question: “How’s the market?” So be prepared: Stay on top of local news and industry updates. Track local market data. Participate in broker caravans and talk with your colleagues.
Agents pick up on trends before they’re reflected in the data, and these insights can give you an edge. Even if you’re talking to someone who’s just curious about the market, your knowledge positions you as an expert and opens the door for referrals.
Control the conversation
Don’t shy away from hot topics, like Zillow’s new policy that bans listings unless they go in the MLS within one day of public marketing. Use it as an opportunity to reach out to your clients and explain what it means for them.
You can’t control Zillow, but you can control your conversations around it. So, ask clients what they’ve heard and share your point of view. It’s a simple way to show them that you’re following what’s happening and here to guide them.
Remember, consumers usually aren’t getting the full picture — they’re getting bits and pieces from headlines and social media. If you’re not giving them your perspective, someone else will.
Control your client’s perspective
Speaking of headlines, buyers and sellers are seeing conflicting messages every day. The Chicago Tribune recently published an article titled “Chicago Housing Market Off to Slightly Busier Start in 2025.” That same week, The Chicago Sun-Times reported “Chicago’s Housing Market Could Be Further Dampened by Recession Fears and Tariffs.”
The headlines obviously don’t tell the full story, and that’s where you come in. As a local agent who’s actively transacting, you’re the most valuable resource for your clients. Educate them with your insights and use data to give context.
Control your mindset
In any market, especially this one, you need to have a positive mindset to advise your clients with confidence. I’ve heard agents say, “I feel bad selling my client this house — it’s so overpriced.” That feeling comes from a good place, and I appreciate that. But the reality is that it’s not overpriced. The price is exactly what buyers are willing to pay. That’s market value. You influence your client’s view of the market, so shift your mindset and stay confident.
Control your value
You know your value better than anyone. As we approach the second half of the year, focus on what sets you apart and how you can articulate that more effectively, so you can charge what you’re worth.
Keep in mind that people connect with stories. Instead of saying you’re the best negotiator or touting your market position, show how you’ve created success for others in similar situations.
Maybe you helped another buyer successfully navigate a bidding war. Or maybe you directed a sales and marketing strategy that helped a seller get way over list price. Whatever the case, bring those stories into your conversations, presentations and testimonials to demonstrate your value.
Control your routine
Consistency. Time-blocking. Structure. You’ve heard those terms hundreds of times, and for good reason. As an agent, your time is valuable. Of course, you’re always going to be reacting to things, but it’s important to have a game plan for how you’re going to spend your day. That includes the time you wake up, the time you focus on your business, and the time you set aside for yourself and your friends and family. Having a framework for simple daily tasks can make a big impact.
Control your investment in your business
If you want to grow your business, you have to invest in it. One of the easiest ways to do that is by leaning into the resources your brokerage offers. Look for training opportunities, mentoring programs or coaching stipends.
Investing in your growth doesn’t always mean spending money. Sometimes it just means fully engaging with the resources that are right in front of you.
