The real estate sales game has changed, and as we head into 2027, there are still a lot of questions about what the coming year will look like.
We don’t know exactly what the economy will do, where interest rates will go or how many homes will sell. But there are seven things I feel confident will happen in real estate in 2027.
The question isn’t whether opportunities will exist. It’s who will take advantage of them. Here are seven things I promise will happen in 2027, along with specific actions you can take to make sure you’re among the agents who benefit.
7 real estate opportunities for 2027
1. Someone will become the agent AI recommends most often in their market in 2027
I promise you that someone is going to become the agent AI recommends most often when buyers and sellers ask who they should work with in a particular city or neighborhood. As consumers become more comfortable using ChatGPT, Gemini, Perplexity and other AI platforms to research real estate, being discoverable through these tools will become increasingly important in 2027.
Why shouldn’t that agent be you?
The first thing I’d do is find out how visible I currently am. I’d ask AI platforms questions like, “Who are the best real estate agents in [city]?” or “Who specializes in selling homes in [neighborhood]?” I’d also ask friends or colleagues to test similar questions using their own accounts, since responses can vary based on context and other factors.
Then I’d pay attention to the agents being mentioned and the sources supporting those recommendations. Are the platforms referencing their websites, Google Business Profiles, YouTube channel, Zillow profiles, reviews or articles they’ve published? What information seems to be helping those agents establish credibility?
Once I understood which agents and sources were showing up, I’d evaluate my own online presence.
I’d make sure my Google Business Profile was complete and active. I’d review my agent bios across my website and major real estate platforms to ensure they clearly describe the markets I serve, my experience and my areas of expertise. I’d also make sure any claims about sales, production, or reviews were accurate and verifiable.
Then I’d get very specific with my content.
Instead of trying to become known for real estate everywhere, I’d focus on becoming the recognized expert for a particular neighborhood, community or type of property. I’d create neighborhood guides, YouTube videos, market updates, and answers to the questions buyers and sellers are asking about that area.
AI recommendations aren’t guaranteed, and no single profile or strategy controls the results. But agents who consistently publish useful, specific and trustworthy information about their markets will give themselves more opportunities to be discovered.
2. Someone will dramatically grow their business by becoming the local expert on YouTube in 2027
The second thing I promise is that someone will substantially increase their real estate business by becoming the go-to source for local information on YouTube. YouTube presents one of the biggest opportunities for agents because of the intent behind so many searches. People aren’t always there simply to be entertained. Many are actively looking for answers.
They’re searching for information about communities, neighborhoods, schools, housing options and what it’s like to live in a particular area. Imagine being the agent whose videos consistently show up when someone searches for information about moving to your city. So how can you position yourself to be the agent YouTube recommends when people search for answers about your market ?
I’d start by creating content around specific questions people are asking. For example, “Moving to Destin, Florida, in 2027? Here’s everything you need to know.” I’d create neighborhood comparison videos, property walkthroughs, and videos highlighting new developments and how they may affect the surrounding area.
I’d also focus on questions that buyers commonly ask before moving to a community. What are the differences between two popular neighborhoods? What does a particular price point buy? What are the advantages and potential tradeoffs of living in different parts of the city?
The goal isn’t necessarily to get a million views. It’s to get the right views. A video that attracts 500 people who are genuinely considering buying or selling in your market will be far more valuable to your business than one that attracts 50,000 people who have no connection to your area.
To set yourself up for success in 2027, focus on consistency, searchable titles, specific local information and answering questions better than anyone else.
3. Someone will become the voice of their local market on social media in 2027
The third thing I promise is that someone will grow their business substantially by becoming the most recognizable and valuable real estate voice in their local market on social media.
We continue to see agents generating referrals and business opportunities directly through conversations that begin through direct messages in Instagram and Facebook. The opportunity isn’t simply to become popular. It’s to become visible to the people most likely to need your services.
In 2027, right or wrong, visibility will trump ability when it comes to generating business. But the real opportunity is to combine your professional ability with the visibility that allows people to discover you.
One of the best ways I’ve found to organize a real estate social media strategy is around what I call the four Ps: properties, places, people and processes.
- Properties are the homes people want to see. Showcase listings, interesting properties, price points and opportunities in specific neighborhoods. Give potential buyers a reason to follow you because you’re consistently showing them homes they care about.
- Places are the communities and lifestyles surrounding those homes. Highlight local restaurants, businesses, parks, amenities and neighborhoods. Remember, people aren’t just buying a house. They’re buying the lifestyle that comes with living in a particular area.
- People are what make a community feel like home. Showcase local business owners, community leaders and the people who make your area special. Let your audience get to know you as well. People do business with people they know, like and trust, and your content should help them understand what working with you might be like.
- Processes are the questions buyers and sellers need answered. Explain how to prepare a home for sale, what happens during inspections, how financing works and what buyers should expect at different stages of a transaction.
If you’re not sure what questions to answer, tools such as AnswerThePublic can help you research topics people are searching for. Then create videos, carousels and posts that answer those questions in a clear, conversational way.
The agents who win on social media in 2027 won’t necessarily be the ones posting the most. They’ll be the ones consistently creating content that the right people find useful.
4. Someone will capture 40% or more of the listings in a neighborhood in 2027
The fourth thing I promise is that somewhere in your market, an agent is going to become so dominant in a particular neighborhood that they’ll capture 40 percent or more of the listing opportunities there.
Geographic farming has been one of the most reliable ways for agents to build a predictable business for decades. But the way we execute it is evolving. Direct mail still works. Community involvement still matters. Personal relationships are still essential. But now we can combine those traditional strategies with hyperlocal video, social media and content designed to establish us as the neighborhood expert.
If I wanted to dominate a neighborhood in 2027, I’d start by identifying a community I genuinely enjoy and want to serve. Maybe it’s a subdivision with 500 homes, a condominium development or a specific area where I already have relationships. Then I’d develop a plan to become the most consistent source of information about that neighborhood.
I’d provide regular market updates showing recent sales, active listings and changes in inventory. I’d create videos showcasing homes, amenities and the lifestyle the neighborhood offers. I’d highlight local businesses and community events while continuing to connect personally with homeowners. I’d also develop a direct mail campaign that reinforces the information I’m sharing online.
The goal is to create multiple opportunities for homeowners to see my name associated with useful information about their neighborhood.
Imagine what capturing 40 percent of the listings in a 500-home community could mean for your business over time. The actual number of transactions will depend on turnover, but the opportunity to become the agent homeowners think of first is substantial.
5. Someone will generate at least 12 referrals from their sphere of influence in 2027
The fifth thing I promise is that someone is going to generate at least 12 referrals in 2027 simply by becoming more intentional with the relationships they already have. That’s one referral per month. For many agents, this may be the most immediately achievable opportunity on the entire list.
I’d start by identifying the 100 people in your database who are most likely to do business with you or recommend you to someone they know. These might be past clients, friends, family members, business owners or people I’ve developed meaningful relationships with over the years. I’d call this my MVP list.
Then I’d build a consistent plan to stay connected with them. Maybe that means reaching out to five people each day. Maybe it’s one meaningful conversation per day. The exact number matters less than the consistency.
I’d look for opportunities to meet for coffee, have lunch, send a personal note, or simply check in and see what’s happening in their lives. I’d also make sure I’m seeing their social media content so I can engage naturally when something important happens.
Beyond that, I’d create what I call my Next 10 lists. Who are the next 10 people most likely to list their homes with me? Who are the next 10 people most likely to buy? And who are the next 10 people most likely to send a referral? I’d identify those people and develop a specific plan to stay connected with each group.
The key is to stop treating your database like a list of names and start treating it like a collection of relationships that deserve attention. Referrals don’t always happen because you ask for them. They happen because you’ve consistently shown people that you care, you’re knowledgeable, and you’re available when they need you.
6. Some agents will leave the business, creating opportunities for those who stay in 2027
The sixth thing I expect to happen is that there will be agents who decide to leave the real estate business next year. Every market cycle brings changes, and some people will determine that real estate is no longer the right career for them. We don’t know exactly how the total agent count will change, but agents will be leaving the business over the next 12 months.
The first thing I’d focus on is making sure I’m taking the actions necessary to build a sustainable business. That means being intentional with lead generation, following up consistently, investing in relationships and marketing at a level that gives me the best opportunity to succeed.
But there’s another opportunity here that many agents overlook. When an agent leaves the business, they often leave behind relationships with clients they’ve served for years. Those clients may still need real estate advice, and the departing agent may want to make sure they’re taken care of.
I’d reach out to agents I know who have recently retired or left the business and offer to be a resource for their former clients. I’d say something like, “I know you’ve built some incredible relationships over the years, and I also know how much you care about the people you’ve worked with. If any of your past clients ever need real estate help, I’d love the opportunity to take care of them at the same level you always have.”
Where permitted by applicable licensing laws and brokerage policies, I’d discuss appropriate referral arrangements with agents who remain eligible to receive compensation. The important thing is to approach these conversations with a genuine desire to help.
Someone who is leaving the business may have spent years building trust with their clients. If they introduce those clients to you, your responsibility is to honor that trust.
7. Someone will have their best year ever in real estate in 2027
The seventh and final thing I promise is that someone is going to have their best year ever in real estate in 2027. No matter what happens with the economy, interest rates or transaction volume, there will be agents who find ways to grow their businesses.
Why not you?
Some of the biggest strides I’ve made in my own real estate career happened during periods when other agents were pulling back. When people were nervous about the market, I looked for opportunities to deepen relationships, increase my marketing and become more visible.
When other agents are cutting back on marketing, you have an opportunity to increase your visibility. When competitors are becoming less consistent, you can become more consistent. When people are uncertain, you can become the trusted source of information they turn to for guidance.
I’m not suggesting that you spend money recklessly or ignore the realities of your market. I’m suggesting that you recognize the opportunities that often appear when others hesitate. Get aggressive about strengthening relationships. Get aggressive about improving your skills. Get aggressive about learning technology and finding better ways to serve your clients.
Most importantly, take action. The agents who have their best year ever in 2027 won’t necessarily be the ones who correctly predicted the market. They’ll be the ones who positioned themselves for opportunities and were ready to act when they appeared.
The bottom line
We don’t know exactly what 2027 will bring for real estate, but I believe there will be extraordinary opportunities for agents who are willing to adapt. My encouragement is to stop waiting for the market to give you permission to succeed. Identify the opportunities that align with your business, develop a specific plan, and begin taking action now.
The agents who win in 2027 will be the ones who combine the best of new technology with the timeless fundamentals of relationships, consistency and service. Somebody is going to have their best year ever in 2027.
Why not you?
