With a record number of real estate agents joining the industry in the past few years, it can be difficult for newer agents to stand out and find success.
In fact, Realtor.com’s new #ThrivePastFive study found that only four in 10 new real estate professionals are confident about having a long-term career in real estate. For the study, Realtor.com surveyed more than 2,000 agents to gain insight into their top challenges and discover the top tips to help new agents succeed and make it past year five.
As part of its goal to help new agents succeed, the #ThrivePastFive study identified four parts to the “equation for success” for new agents. When defining a successful new agent as one that completes at least seven transactions a year, these factors are working full time, finding a mentor, using backup funds when getting started and investing in marketing.
Working full time
About 90% of successful new agents consider themselves to be working full time, per the #ThrivePastFive study.
Often, agents start working in real estate out of a desire for more flexibility in their work/life balance and autonomy over their schedule. However, new agents looking to work in the industry as a “side hustle” may find themselves struggling.
Success in real estate requires a full-time commitment, and new agents should be ready and willing to dedicate the hours necessary to mine for clients, build relationships with their sphere, set up appointments, have important conversations and be the local expert in their community.
Working with a mentor
The second piece of the equation for agent success is mentorship. The study found that 68% of new agents benefit from mentorship — they have someone they can lean on for guidance, support, gut checks, education and training.
Mentorships won’t just fall into a new agent’s lap, so they must be proactive in finding someone they can trust. They should look toward successful agents in their brokerage or community who are willing to be shadowed or provide guidance. New agents can also benefit from joining the right brokerage, where they can receive resources, support and help with training.
Using backup funds
Financial stability also plays a key role in new agent success, as 68% of successful new agents have backup funds they can use when getting started.
Real estate can be tough. It can take months to earn their first commission check, yet they still need money to generate leads and market for clients. New agents should be prepared not only to work hard but to potentially fail. Succeeding in real estate requires a great deal of forethought and planning, and backup funds are part of that. New agents should be prepared in advance in case something goes wrong.
Investing in marketing
Being a real estate agent requires an entrepreneurial mindset. Because agents operate as small business owners, they should be willing to reinvest in their business, and marketing spend is part of that. The #ThrivePastFive study found that 47% of successful new agents spend more than $3,000 on marketing.
That number may leave newer agents with a bit of sticker shock. While 70% of new agents reported spending less than $3,000 on marketing annually, 64% of agents with 11+ years of experience spent $3,000 or more each year, and 46% expected to spend $5,000 or more. More experienced agents continue to hustle and spend on marketing to keep bringing in new clients, and newer agents should follow their lead.
Additionally, quality leads tend to require that kind of marketing spend. Social media may be free and widely used, but only ranked fourth in lead generation sources in the study, and new agents reported struggling to convert social media marketing into actionable leads. By spending money on marketing, agents can find better, higher quality leads.
While some difficulties are universal across all experience levels, there are actions newer agents can take in order to make it past year five and beyond. Following this equation to success can help new agents thrive in their field.
Realtor.com’s #ThrivePastFive study includes valuable insight into what more experienced agents are doing to set themselves up for success. To download the full report, which includes many more insights, click here.
