Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.
Sometimes the difference between a struggling agent and a top agent isn’t massive; it’s minor. But those small, consistent habits make all the difference. In this market, especially, it’s the agents who show up with discipline, strategy and intention who continue to grow.
This article shares seven specific habits that top agents consistently practice and why they work.
1. They start every day with lead generation
For top agents, lead generation isn’t something they do when they have time; it’s the non-negotiable that starts every single day. Whether it’s social media outreach, circle prospecting, database calls or open house follow-up, they prioritize creating new business before anything else.
Many now start each morning with social media DMs to past clients, prospects or sphere contacts based on life events. A birthday, a job promotion or a move can all serve as great conversation starters. Others send short, personalized video messages about new listings or record unsolicited video CMAs to past buyers. These agents know that starting the day with proactive communication leads to opportunities and momentum.
They also segment their efforts based on urgency. For example, they may reach out to hot leads with property updates, touch base with cold leads using educational content and re-engage past clients with value-based check-ins. This layered, purposeful outreach builds stronger and more consistent pipelines of business over time.
2. They build a personal brand
While struggling agents often react, the best agents are proactive. They stay top-of-mind by consistently showing up in front of their audience on social media, YouTube, via email communication or even through direct mail. They reinforce their brand through education, storytelling and community engagement.
Top agents know that consumers choose people, not companies. So they focus on being relatable, knowledgeable and visible. They share client stories, market updates, neighborhood insights and behind-the-scenes moments that humanize their brand and deepen connections.
Their brand becomes a magnet. It keeps them top-of-mind and first in line when a client is ready to make a move or has the opportunity to refer a potential client.
3. They prioritize reviews and referrals
Top agents know a happy client is the best lead magnet. But they don’t just let good service speak for itself; they amplify it through reviews. They actively collect reviews through platforms such as Google, Zillow and Facebook. They don’t stop at gathering 5-star ratings; they turn those reviews into social media posts, email content and listing presentation proof points.
They also leverage the power of storytelling. Instead of saying “another one sold,” they highlight the client’s journey: the challenges faced, the solutions provided and the outcome achieved. These narratives build credibility and emotional resonance.
And most importantly, they ask for referrals with intention. They send follow-up emails after closings, thank-you notes after reviews and occasional check-ins with past clients that include a gentle reminder to send business their way.
4. They invest in coaching, training and masterminds
Growth doesn’t happen in isolation. Top agents surround themselves with ideas, accountability and support. They attend masterminds and conferences where they gain perspective from peers in other markets. These gatherings help them identify trends early, learn about new marketing strategies and stay motivated.
This learning doesn’t just come from masterminds and conferences; they also invest their time and money in training. Whether it’s learning how to leverage AI, refining their negotiation skills or sharpening their listing presentation, they understand the market is always changing, and the agents who stay relevant are the ones who keep learning.
Most top agents also work with a coach. Coaches help them create systems, hold them accountable and accelerate breakthroughs. Whether it’s weekly calls or monthly strategy sessions, coaching creates clarity and consistency.
They realize learning isn’t an event; it’s a lifestyle.
5. They treat their CRM like a gold mine
Your CRM holds untapped opportunities. Top agents know this and treat it accordingly. Tom Ferry has said that roughly 8 percent of any database will transact each year. Based on this belief, if you have 500 contacts in your database, roughly 40 are likely to buy or sell. It’s just a question of who they’ll choose.
Understanding this, top agents deliver consistent value to their database. They send property alerts tailored to each contact’s interests. They create segmented email campaigns. They send video market updates. They make their database feel like a VIP club, not just a spreadsheet.
One standout strategy is the “Deal of the Week,” first taught by Sharran Srivatsaa. Each week, the agent highlights one listing, often the best buy the agent sees on the market that week in a specific category (luxury, first-time buyer, fixer-upper, etc.). This approach creates curiosity, triggers responses and keeps the database engaged.
These consistent touches build relationships, and those relationships build business.
6. They focus on listings, not just buyers
The best agents understand that buyers can consume time, but listings offer leverage. While buyers are important, listings drive market presence, efficiency and scalability.
They structure their business to attract sellers through strategies that include but are not limited to:
- Sending unsolicited video CMAs to homeowners
- Farming specific neighborhoods with high turnover rates
- Using direct mail to share just-listed/just-sold updates
- Hosting neighborhood events to build local recognition
When you control listings, you control inventory, and that positions you as a local expert. Listings also generate buyer leads, improve your online presence and create more predictable revenue.
Top agents know that listings lead to leverage, and leverage leads to growth.
7. They build momentum in the slow seasons
When other agents take their foot off the gas, top producers hit the accelerator. They use slow seasons to sharpen their skills, deepen their relationships and plant seeds for the future.
They double down on marketing, host educational events and reconnect with past clients. They batch content, update their systems and train their teams. Because of this, when the market heats up again, they’re ready. They’ve already created momentum, and that momentum becomes listings, referrals and closings while others are still trying to get back into rhythm.
Top agents don’t just weather the slow season; they win it.
If you’re looking to grow, start with one of these habits. Get consistent. Then add another. Success isn’t about being superhuman. It’s about doing the right things every day, even when no one’s watching.
That’s how top agents create separation from their competition and build businesses that thrive in any market.
