5 Reasons Most Real Estate Agents Will Fail in 2025

There’s a reason we call the real estate agents who make it past their first five years “Club 13.” Only about 13% of agents stick around that long.

Why? Because most don’t understand what it truly takes to succeed in this industry.

The good news is, if you’re reading this, you’re likely aware of how challenging this business can be—and that’s already a step in the right direction. To help you succeed in 2025, I’m breaking down the five main reasons most agents fail year after year.

As we prepare for a new year, you’re likely gearing up and building your pipeline. If you’re serious about being part of that 13%, you’ll want to avoid the common mistakes that lead so many agents to fall short.

Here are the five key areas to focus on—and why ignoring them will lead to failure.

5 Reasons Most Agents Will Fail in 2025

#1: Believing You Don’t Need Scripts

One of the biggest mistakes an agent can make is thinking they don’t need scripts and dialogues. These agents wing it on phone calls, listing appointments, and showings, assuming their charm or rapport-building will carry them through.

Here’s the truth: the worst time to figure out what to say is in the moment.

Appointments should follow a structured format. Phone conversations should involve specific, intentional questions to uncover your client’s needs and motivations. Skipping this step leads to unpredictable results—or worse, wasted time with unqualified or unmotivated clients.

Prequalification scripts are especially critical. Without them, you’re walking into appointments blind, setting yourself up for surprises you’re not prepared to handle.

If you’re not practicing and using scripts in every part of your business, you’re leaving success to chance.

#2: Having No Plan—or Failing to Track & Measure

Waking up without a plan is a recipe for failure.

In real estate, your daily activities should be tied to clear, measurable goals. A solid plan provides direction and purpose, ensuring you spend your time on what matters most. Without it, you’re essentially planning to fail.

Your plan should include:

• How many appointments you set each week.
• How many conversations you need daily to hit your targets.
• How often you practice your scripts.
• How many homes you intend to sell.

Tracking and measuring these activities is just as important as having a plan. Agents who don’t track their progress are guessing—and guessing doesn’t build successful businesses.

#3: Lacking a Coachable Mindset

A fixed mindset will stop your career in its tracks.

Some agents think they already know it all. They resist coaching, feedback, and new ideas. But there’s always room for improvement, even if you’re selling hundreds of homes annually and have decades of experience.

A fixed mindset says, “I know everything I need to know. I’m smarter than most other agents. And I don’t need to train.” 

The top agents in the industry—those who continually grow and dominate—are constantly training, learning, and looking for ways to improve, even if it’s just by 1% every day.

If you want to succeed, adopt a coachable mindset. Be open to new strategies, refine your scripts, try different lead-generation techniques, and embrace growth opportunities.

#4: Being Unprepared—or Lacking Market Knowledge

Knowledge is power in real estate.

Do you know your contracts inside and out? Can you confidently walk clients through the buying or selling process with a clear roadmap? Are you up to date on market trends, interest rates, and local price movements?

Lack of preparation is a killer in this business. If you don’t know the answers—or if you fail to prepare for client meetings, phone calls, or market updates—you’ll lose credibility and trust.

Your clients are counting on you to be the expert. If you can’t deliver, no amount of charm will save you.

 Not sure where to begin? Tune in for the Knowledge Brokers Podcast on Fridays for the latest news on the real estate industry and housing market. And if you’re not already doing this, watch the Hot Sheet with Byron Lazine to get daily half-hour updates on the housing market. 

And remember, these are BAM podcasts—which means they’re as entertaining as they are packed with clear and sharable knowledge for real estate professionals.

#5: Poor Communication

The biggest consumer complaint about real estate agents is poor communication.

This includes:

• Not being proactive with updates.
• Failing to follow up when promised.
• Giving up on prospects too soon (remember, it takes at least six touchpoints to convert most leads).
• Ignoring the importance of speed—responding to leads within five minutes dramatically increases your chances of conversion.

Many agents default to texting or emailing because it’s easier. But these methods often lack the personal touch and urgency that build trust. Proactive agents pick up the phone, have real conversations, and meet clients where they are—whether that’s via text, email, or calls.

If you’re not listening to your clients, tailoring your communication to their preferences, and responding promptly, you’ll lose their respect and their business.

How to Grow Your Business in 2025

Success in the coming year comes down to this:

• Commit to mastering scripts and dialogues.
• Build a daily plan and track your progress.
• Embrace a coachable, growth-focused mindset.
• Prepare thoroughly and know your market inside out.
• Communicate proactively and effectively with clients and leads.

Take time now to evaluate these areas and make a plan to improve. If you focus on each one of these, you’re going to close more sales in 2025.