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Ashlee Jankovich writes that new real estate agents must learn to protect their time and focus on the activities that matter most to keep their business on track.

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Oftentimes, new agents can fall into the “busy” trap where they confuse activity with income. They become caught up in tedious tasks, which can lead to being exhausted yet still unproductive. The first two years in real estate aren’t about doing more; they’re about doing the right things repeatedly.

5 new agent time-wasters to avoid

Here are five ways that new agents waste their time (and how to avoid falling into those traps).

1. Chasing every lead

When you’re a new agent, it’s easy to say yes to every inquiry that comes your way. We’ve all been there at the beginning, driving across town for a $120,000 buyer who is outside your area.

Or maybe you’re working with unmotivated “maybe next year” prospects. New agents do this from scarcity instead of strategy. There’s an unnecessary pressure that agents put on themselves to prove their legitimacy.

Agents can fix this by setting a few boundaries early. They must have a set of minimum pre-qualification standards. Defining a primary service area prevents wasted time in markets they don’t know. Knowing the client’s timeline is imperative. Agents should be tracking conversion over conversations.

2. Showing homes without structure

The first step that even some experienced agents miss in the buying process is the consultation. The consultation is imperative for building trust and setting expectations. This helps you familiarize yourself with the buyer’s wants, needs, timeline and budget, while they get to know a little bit about you at the same time.

Representation can be discussed along with how you are paid, so there are no surprises later on when they inevitably fall in love with a house that doesn’t offer cooperative compensation.

Without the consultation, you devalue yourself immediately. You become a door opener instead of a strategic advisor. Buyers will start to text you homes at 9 p.m., add properties last-minute and cancel showings casually.

At first, it feels like you’re staying busy, but over time, the lack of structure compounds. The consultation sets the tone for clear next steps before showings even start.

3. Over-perfecting branding

Agents waste so much time building their branding instead of building their business: obsessing over things like logo variations, brand colors, website layouts, headshot sessions, and bios, and spending time tweaking, redesigning, and waiting until everything feels “ready.”

Meanwhile, they avoid conversations. This happens because it feels safe. There’s no rejection; asking for business feels productive and looks impressive from the outside.

The reality is, no one hires you because of the font you chose. You’re losing time when you could be reaching out to your database and sphere. Confidence in this business comes from conversations, appointments, negotiations and contracts.

The fix is simple: One clean logo, one professional headshot and one clear message about who you help. Then shift your focus to daily outreach, weekly follow-up and real-world experience doing business.

4. Social media without a strategy

Social media is ever-changing, and it can be hard to find a strategy that clicks. Agents find themselves posting trending audios, dancing without direction and posting listings without context. Comparison creeps in, and next thing you know, you’re re-recording, perfecting the scenes, editing transitions and refreshing analytics.

Social media should support your business, but not replace it. Define your ideal client as your audience. Clarity creates traction. This will make your social media strategy clear. Define three content pillars: Education, the process, and information about the specific community or niche you serve.

Every post should have a simple and clear call to action: “DM me,” “comment for the guide,” “book a consult.” Be sure to track your conversations over your views and batch your content to save time.

New agents don’t need to be influencers. They need to be trusted advisors who happen to use social media.

5. Saying yes out of fear

New agents say “yes” because they’re afraid to say “no.” They take overpriced listings, agree to work without clear expectations, and stretch beyond their focus area not because it’s strategic, but because they’re worried the next opportunity won’t come.

They train themselves to operate reactively and teach clients that their time has no boundaries. Clients will expect unlimited access to you, which will lead to burnout and inconsistent results.

Agents should replace fear with standards and decide in advance what qualifies as a client that they will work with. They need to meet the following criteria: pre-approval requirements, realistic pricing expectations, geographic focus and communication boundaries.

When the standards are clear, decisions become easier. Saying no isn’t about arrogance; it’s about alignment. The more intentional you are early in your career, the faster you build a business that feels stable instead of stressful.

New agents don’t fail because they aren’t working. They fail because they are working on the wrong things. In this business, being “busy” isn’t a badge of honor; production is. The sooner you learn to protect your time, the faster your business starts to reward you.

Ashlee Jankovich is an agent with Berkshire Hathaway Homeservices PenFed Realty in Clarksville, Tennessee. Connect with her on Facebook and Instagram.

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