Some agents are built for this market. Others? Not so much.
Gary Vee has a simple test to see which camp you fall into: Are you adapting and getting to work? Or are you complaining and making excuses?
During a recent webinar with Forward Academy founder Neel Dhingra, Gary broke down exactly why some agents are thriving while others are barely hanging on.
It came during the Q&A segment, when Sam May asked about real estate agents losing morale in today’s market. Gary didn’t sugarcoat his response:
“B-players, Sam. A tough market is what A-players eat.”
He didn’t stop there:
“This industry has a lot of pretenders. Every industry does. This industry is especially good at it because, when it’s good.. A piece of food can sell a home when it’s hot.
“So, I need everybody to hear this: morale is low by C-, D- and F-players in the real estate industry. A-players are hoping that the market stays down because it’s weeding you the f*** out.”
Translation? The ones with a pessimistic outlook weren’t as elite as they thought. And if that stings a little, keep reading—because what Gary said next might change the way you approach your business forever.
Why Some A-Players Are Struggling Today
Sam pushed back a bit, noting that even top-tier agents were feeling the weight of the current market. Gary’s response? They weren’t truly A-players.
“You know why you think they’re A-players? ‘Cause they’re A-players at selling, but they’re F-players at spending.”
For years, agents raked in massive commissions and spent them just as fast—on luxury cars, lavish meals and vacations, and high-end watches. When the market shifted, many found themselves overextended and underprepared.
“We gotta get back to Grandma and Grandpa principles. Save some money! We don’t even save money anymore!”
That’s why he advises agents to get humble—cut the Starbucks runs, rethink the Four Seasons stays, and embrace financial discipline.
A-Players Show Up When It’s Hard
Real estate isn’t for peacetime generals. Gary made that clear:
“I don’t need people that are good when it’s easy. I’m trying to figure out who’s a winner when it’s hard.”
He called out agents who, just a few years ago, were preaching hustle and grind—but now, faced with adversity, are whining about it. The real winners? They’re adapting, staying focused, and making moves instead of excuses.
As one agent messaged Neel during the webinar: “This is exactly why I sold my Ferrari.”
Gary’s response?
“That person gave me goosebumps. I respect nothing more than a man or woman who has the humility to go backwards—on paper.”
The Path Forward
If morale is low, it’s time for a mindset shift. To borrow Sam’s words, that shift is about “action over ideation” and “small wins” over paralysis. That’s how struggling agents regain their footing.
For those looking to level up, the key isn’t more ideas—it’s execution. That’s why top agents focus on clear, repeatable systems to grow their business in any market. It’s also why communities like Neel’s Forward Content Accelerator exist—to help agents cut through the noise and put proven strategies into action.
Gary’s final message for Sam to share with his team was simple and direct:
“Anybody who’s complaining and crying when things are tough, by definition, can never be an A-player. So, they’d better acknowledge their B-ness right the f*** now.”
In other words, A-players don’t complain and throw blame around when things get hard; they assess where they might be failing in humility—and they get to work on the things that matter.
If that resonates with you, and you’re out there doing the things, you’ll love our first free BAM virtual event of 2025: BAM Pro Bowl II.
Don’t miss your opportunity to upgrade your agent tactics and marketing knowledge—while enjoying the most entertaining and impactful two hours of this quarter. Tickets are free, but spots are limited (and going fast!), so secure your spot now.
