3 Plays That Work in Real Estate Right Now

The 2025 version of “hard” has agents splitting into two camps: the whiners and the winners. 

I feel it every day. Deals trying to fall apart. The grind of staying consistent. A copy-paste war on my feed that proves the bar has been raised.

Even with all that, I’m still winning. And the agents stacking wins by a landslide aren’t lucky. They’re doing three things differently: targeting smarter, showing up anyway, and refusing to waste time on excuses.

Target Smarter

Deals aren’t falling from the sky anymore. The agents getting traction are focused on people who actually might move.

For me, that means downsizers who know their house is too much, relocators chasing work or lifestyle, and then broader “hand-raiser” campaigns. That’s things like “Name Your Price” content, where I ask homeowners point-blank what number would make them sell, or “I have a buyer” letters that put a real, motivated buyer in front of them.

These campaigns zero in on motivation. They target people already leaning toward a move. And right now, that’s who you want to be talking to.

Show Up Anyway

My social engagement has been down. I scroll and see people in my town running the same plays I am. Copycats aren’t flattering; they’re proof the bar is higher. Which means your content has to be sharper, even on the days you’re drained from holding deals together.

That’s the reality: staying consistent on social is hard. But the only option is to keep showing up with a plan. Stay in front of your database. Keep producing content that positions you as the one to trust. You either show up, or you disappear.

Stop Sulking

Every market has buyers hesitating, sellers clinging to prices, and financing hurdles. There’s always a reason things feel hard.

But here’s the hard truth: every office huddle, every Facebook thread, every group text is full of agents venting about how hard it is. That’s time you’ll never get back. Instead of sulking about a ghosted client or a lender delay, the agents who are winning are booking new conversations and lining up the next follow-up.

The only thing you control is what you do with your hours.

This market is a filter. Let the complainers tap out. The ones still standing will take the mountain.