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Every market shift creates opportunity, but only for those willing to adjust, Jimmy Burgess writes. The agents who grow fastest are the ones doing what works now.

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If you want true growth in your business, it rarely comes from doing more of what you’ve always done. It comes from recognizing what’s working right now, letting go of what no longer serves you and having the discipline to lean into emerging trends before everyone else does.

Every meaningful growth spurt I’ve experienced in my career came from identifying a shift early and going all in while others were still debating it. Every plateau or pullback happened when I held onto a strategy too long, even as the results quietly declined.

If you want to build momentum this year, it’s worth taking an honest look at which trends you’re riding and which ones you should be stepping away from. Here are five shifts I’m seeing clearly in today’s real estate landscape. These include what’s out, what’s in and how to apply each one in your business.

Audacious marketing is out. Authentic marketing is in

For years, real estate marketing rewarded flash. Big production. Polished branding. Perfect lighting. Cinematic videos. That approach still has its place in true luxury markets, but for most agents, it’s no longer the differentiator it once was.

What wins now is authenticity.

The truth is, the phone in your pocket today is as powerful as most cameras agents used five years ago. The real question isn’t how impressive your marketing looks; it’s whether it feels real. Does it reflect who you actually are? Does it match how you show up for clients in real life?

People don’t want perfection. They want connection.

Real estate is still a relationship business. When your marketing feels human and approachable, it creates trust faster than any glossy campaign ever could. Don’t wait for the “perfect” piece of content. Do more marketing that accurately reflects who you are, and your ideal clients will recognize themselves in it.

Mass marketing is out. Becoming micro-famous is in

There was a time when blasting a message to as many people as possible worked. Sending thousands of mailers. Emailing your entire database with one generic update. Casting the widest net possible. Although this strategy was successful in the past, that season has passed.

Today, growth comes from becoming “micro-famous” by being deeply known in a small, specific area or niche. It is better to dominate one neighborhood of 500 homes than to casually market to 5,000 households that barely recognize your name. Refining your messaging to a specific, smaller audience, while doubling the amount of mailers and marketing to that group, is much more effective.

If you committed to just two value-driven direct mail pieces per month to a single neighborhood for a year, you would be recognized as the go-to agent there. I’ve seen it happen countless times and consistency always beats scale.

There’s a story Luke Acree from Reminder Media shares that references a marketing experiment where a fictitious agent was created and mailed consistently to one neighborhood. Months later, residents were surveyed on who the best agent in the area was. More than half named the agent who didn’t even exist, simply because they saw that name repeatedly.

That’s the power of focus.

The same principle applies to content. Instead of posting about every buyer type, every price point and every corner of your city, choose a lane. One neighborhood. One niche. One audience. The riches really truly are in the niches.

‘Look at me’ marketing is out. ‘Look at you’ marketing is in

Bragging used to pass for marketing. Just sold posts. Awards. Rankings. Production stats. While those still matter internally, they’re no longer what pulls consumers in. What resonates now is storytelling, especially stories that make someone else the hero.

Instead of highlighting a sale, highlight the story behind it. The family navigating a downsizing after a child leaves for college. The buyers taking their first step into homeownership. When people recognize themselves in those stories, they begin to imagine you guiding them through a similar journey.

This also extends beyond transactions. Shine the spotlight on local businesses. New restaurants. Community events. Entrepreneurs in your market. When you consistently elevate others, something interesting happens: attention and referrals come back to you organically.

The agents growing their businesses the fastest right now aren’t shouting louder. They’re listening better and telling better stories.

Adding assistants is out. Building AI systems is in

For years, the default growth advice was simple: hire an assistant. And while human help still matters, we’re at a generational turning point. Artificial intelligence has become the most powerful assistant most agents will ever have and AI assistance comes without the payroll of a human assistant.

Before you add overhead, ask a different question: What systems could AI help me build right now? AI can help structure follow-up plans, outline social media workflows, generate market insights, organize checklists and even surface trending topics specific to your local area. Instead of delegating tasks, with AI you can design smarter systems once and let them run.

This is the first time in real estate history where agents can meaningfully scale their operations without immediately scaling expenses. The agents who learn how to use AI as a thinking partner, not just a shortcut, will create massive efficiency advantages.

Part-time agents are out. Full-time professionals are in

The pandemic created a unique season where almost anyone could close a deal or two since everybody wanted to buy real estate. That market is gone. Today’s buyers and sellers know the process is harder, more nuanced and higher-risk than it’s been in years. They aren’t looking for a favor. They’re looking for a professional.

This is the separation season. The agents who treat this as a full-time profession, the ones who understand contracts, negotiations, market shifts and client psychology, are standing out more than they have in a decade. Consumers want guidance, not guesswork.

This is good news for committed professionals.

When you invest in your skills, your systems and your service level, the market notices. Highlight the process. Show the preparation. Communicate the value. Get excited; your professionalism has become a competitive advantage again.

Ride the right waves

Every market shift creates opportunity, but only for those willing to adjust. The agents who grow fastest aren’t the ones doing more. They’re the ones doing what works now.

Audit your business honestly. Let go of trends that have peaked. Lean into the ones gaining momentum. Ride the waves that are heading toward shore, and you’ll reach your goals faster with far less resistance.

The best is still ahead for agents willing to adapt.

Jimmy Burgess is the Chief Coaching Officer for HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.

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