After You Party Like It’s 2005, Prep for 2025


The market is great, commissions are rolling in, and REALTORS® are busier than ever and it shows. Especially at this year’s REALTORS® Convention & Expo. Folks are partying like it’s 2005, the last time REALTORS® were busier than ever. Now is the time, however, to start preparing for the next stage of your business!

Exude professionalism and trustworthiness.

Yelp and Google are verbs at this point, so locking down your reputation there should be a no-brainer. Don’t forget about the portals!®’s new profiles have launched so get your clients to recommend you there. But I say take it to the next level. Get your happy clients to give your future clients advice through reviews and recommendations of apps THEY used in their experience and how YOU integrated your expertise into the home buy/sell process. Ask them to do it on video or through the written word housed on your website. Get them to answer why they WANTED to use you rather than feeling like they had to. That sentiment shift will be integral to REALTOR® business for years to come.

Integrate now.

You’ve been barraged with solutions at this conference for problems you may not have at this conference so with everything you’re about to plop down your credit card on, ask yourself: “What real estate problem is this solving?” Better yet, ask yourself if it reduces the friction of real estate with your clients. Don’t know? Ask them. You should have a “board of directors” of clients that love you most and have sent you significant and quantifiable business that are your mainstays of feedback in all things business. Ask if it solves problems for their real estate experience for them and their friends and family. If it does, commit to it and use it consistently. Integrate it into your marketing and business practice and remove something that does not work.

Learn to Earn Leads.

Whether you pay for leads on portals or search engines, or stick a sign in front of your new listing, you are not entitled to leads from it. Your mindset needs to shift earning leads. Is your marketing oozing trustworthiness and differentiating you enough from the sea of sameness to earn an inquiry? The key here is to make everything that touches a consumer as consumer-centric as possible. Enough with the “I’m #1!” status quo and shift it to a “YOU are #1” mindset. Remember the board of directors I mentioned above? Use them again here.

Buyers who can buy have bought, sellers who can sell have sold; what’s left are people that need guidance over a longer and longer time period before first contact to close and the landscape for their eyes and mindshare will be competitive. Now is the time to start ingraining better habits and business processes, and to get your clients and sphere to pay attention now for better business over the next 10 years.

6-Time Featured Attendee

Nobu Hata is the National Association of REALTORS®’ Director of Digital Engagement. An industry veteran since 1996, Nobu is a student of marketing, communications trends, social media, and technology in the real estate industry.