If I could sum up 2025, it would be that the real estate market is rewarding those who act, not those who wait. Today’s most productive agents aren’t waiting for the market to save them; they’re building and maintaining businesses that thrive in any environment. Success requires the right tools, technology and support, but more importantly, the right mindset.
At Coldwell Banker Realty, we’ve seen this firsthand. Focusing on resources that help agents stay productive, whether through advanced tech, marketing support or transaction services, we’ve created an environment where high performers can excel.
Agents who commit to growth attract other top producers, and clients gravitate toward professionals who understand deal flow in their target markets. In 2026, productivity won’t be optional; it will be required.
You can’t hone your offerings and provide maximum ROI without a lot of listening. Over the last year, I’ve spent a huge part of my time meeting with agents. I wanted to share some of the key themes I’ve seen in the most productive agents in real estate: those who consistently outperform in a market that demands resilience, adaptability and clarity.
What sets them apart isn’t just their numbers, but the mindset and behaviors behind those results.
A smart social strategy can mean hundreds of extra eyes on your listings. A strong marketing package can win you the listing when sellers hesitate. These wins aren’t luck — they’re the result of intentional actions that compound over time.
Here are the themes that emerged from those conversations.
1. Data is the context, but you are still the captain
Top agents know their numbers backwards and forwards, but they don’t let data alone dictate their approach. They use data to inform strategy, then lean on nuanced understanding of individual circumstances and empathy to make decisions that serve clients and relationships. In a business built on trust, spreadsheets can’t capture the full story.
I will forever be bullish on the value of a real estate agent for this purpose. Buying and selling real estate will almost always be one of the most important decisions of your client’s lives and clients will continue the flight to quality, selecting agents that combine the right data, approach and emotional intelligence.
2. Consistency creates momentum
The most productive agents aren’t chasing quick wins or taking it easy after a big deal closes. Standing still is not an option. They commit to daily habits like prospecting, follow-ups and community engagement that compound over time.
When markets shift, these routines provide stability and confidence. They are hiring or outsourcing support to help them keep that momentum.
An example from our brokerage is our Transaction Concierge support. It offers agents administrative support from contract to close, keeping timelines on track and documents signed. Typically, these can be the type of daily to-dos and follow-ups that can bog agents down, but trusting your brokerage to handle this can be a huge time saver — and thus, a game changer.
3. Technology is a tool, not a substitute
Every agent I spoke with leverages tech to streamline workflows and amplify reach. However, they never let automation replace connections. Human touch — listening, advising and empathizing — remains their differentiator.
An agent’s true “zone of genius” is working with clients and handling the nuances of every situation, yet running a business can often make it feel like you need to be everything.
This is why AI is a game‑changer for real estate agents and why top‑producing agents aren’t waiting to get fluent in it. They are already using it daily in their marketing, client emails and CRM systems to free up their time elsewhere.
4. Change isn’t the enemy, it’s the test
From economic uncertainty to evolving consumer expectations, change is constant. High performers embrace it. They experiment, learn quickly and pivot without losing sight of their core values. They know that for clients, hesitation does not erase aspiration.
Owning a home is still very much part of the American dream, and great agents want their clients to succeed. This is where strong relationships with lenders, inspectors and legal advisors come into play. Real estate is often more of an art than a science, and it’s important to have others at the table to help improvise as needed.
5. Mindset outweighs market conditions
Perhaps the most powerful insight: Success starts internally. These agents approach challenges as opportunities, maintain optimism during downturns and set clear, measurable goals. Resilience isn’t just a trait; it’s a strategy.
Leadership, whether at the helm of a company, guiding a team or in the trenches of a transaction, requires clarity, courage and conviction. The real work begins when the market gets noisy and the pressure mounts. That’s when routines and decisions matter most and when the human element becomes irreplaceable.
The agents I met this year reminded me that growth isn’t just about metrics. It’s about mindset, adaptability and the relationships we nurture along the way.
Kamini Lane is the president and CEO of Coldwell Banker Realty. She lives in Los Angeles. Connect with her on LinkedIn.
