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.
Unpredictability is nothing new in real estate, especially in vacation and second-home markets like the Florida Keys. Lately, however, the hesitation on both sides of the transaction has become louder. Buyers are waiting. Sellers are second-guessing. And brokers? We’re adapting.
Some days, it feels like half my job is logistics, and the other half is keeping people calm and focused. But deals are still happening — just not in the same way they used to. To keep pace, I’ve leaned into a mix of new tools, steady leadership, and a very human approach to service.
Here’s how we’ve been keeping business steady — and what other brokers might take from our playbook.
Less noise, more intentionality
Blanket marketing doesn’t work in a selective market. Today, every listing needs a strategy, not just a sign in the yard and a blast email.
We recently took over a home that had sat unsold for months. It wasn’t the property — it was the presentation. We restaged it, hired a professional photographer, rewrote the listing copy and created a campaign targeting the right buyer profile. It sold.
The key? Straightforward, honest storytelling and hands-on effort. Educating your client isn’t extra — it’s essential. Every market shift is a chance to be more thoughtful and precise.
Combine AI with actual effort
Tech alone won’t make you a better broker. But when used well, it can enhance your strategy and outreach.
We use AI tools to find seller leads, refine messaging and streamline content, but always in combination with real conversations and consistent follow-up. That means digital ads, handwritten notes, automated insights and actual phone calls. It’s not “either/or” — it’s both.
Efficiency matters, but trust still closes deals.
Lead by example — not just by title
When things get challenging, people look for clarity. I don’t just hand my agents new tools and hope for the best — I show them how to use them and stay with them.
We do weekly check-ins, monthly masterminds and shared campaigns. If I expect my agents to prospect, I’m on those calls. If we’re testing AI, I’m the one piloting it first. Culture starts at the top, but it’s built shoulder-to-shoulder.
Learn your buyer’s patterns — and speak directly to them
Key Largo has rhythms. Winter brings snowbirds. Summer brings South Floridians. If you don’t track those shifts, you’re missing opportunities.
We monitor SEO data, website traffic and search behavior to time our outreach and tailor our messaging. Geo-targeted ads, seasonal content and timely follow-ups help us stay relevant, not just visible. Success here isn’t about shouting louder. It’s about listening better and responding with purpose.
3 things that still work — no matter what the market’s doing
- Use AI to get smarter, not lazier: It’s a tool, not a replacement. Make it work for you, not instead of you.
- Show up with your sleeves rolled up: Your team needs to see you doing the work, not just giving direction.
- Get specific. Stay consistent: The right message, in the correct format, at the right time — that’s how you gain traction.
Real estate isn’t about avoiding the hard stuff but handling it well. If we stay proactive, keep learning and put relationships at the center of our strategy, we’re not just surviving a challenging market — we’re building something more substantial for the next one.
Jaclyn Kelley is broker-owner of Better Homes and Gardens Real Estate serving the Florida Keys. Connect with Jaclyn on Instagram and LinkedIn.
