Let’s not dance around it: this year has been messy.
Between the economic uncertainty, a roller-coaster market, and the continuing ripple effects of the iPro Realty Ltd. disaster, the real estate industry is being tested like never before. Agents are burned out. Deals are harder to put together. Clients are more skeptical. And trust across the board is wearing thin.
But here’s the truth – and you’re not going to like it.
We did a lot of this to ourselves.
The fallout we should have seen coming
The iPro collapse didn’t just come out of nowhere. It was the result of weak leadership, a lack of oversight, and a culture that prioritized fast growth over long-term sustainability.
But more than that, it exposed a bigger problem in our industry: the way we chase every new gimmick, trend, or tool without thinking through the consequences.
Chatbots. Lead funnels. Commission-cutting platforms. Every time something shiny comes along, we act like it’s the magic bullet. And every time we skip the fundamentals, we erode our own value.
The fallout from iPro should be a wake-up call. Not just for regulators. Not just for brokerages. But for every single agent in this industry.
Ask yourself: Am I building something real? Or am I just playing a short-term game?
Most people won’t win this fall market – here’s why
The fall market is one of your last real windows to make 2025 a success. But most agents won’t capitalize on it. And it’s not because the market is too slow or the rates are too high.
It’s because most agents are spending too much time reacting – and not nearly enough time executing.
They’re spinning in chaos instead of running their days with intention. They’re watching others on social instead of doing the actual work. They’re consuming more than they’re creating. Waiting for business to come to them instead of going out to get it.
Winning the fall market isn’t about luck. It’s about structure. Discipline. Systems. And conversations that actually move the needle.
Your daily battle
If you want to build a bigger, better, more profitable real estate business – now and long term – it starts with winning the daily battle.
That battle is against distraction. Against procrastination. Against chasing shortcuts.
And it’s also a battle for your brand, your voice, and your relationships in a market where attention is everything.
Marketing isn’t optional anymore. MindShare equals MarketShare. If you’re not staying top of mind with your audience, someone else is.
But here’s where most people mess this up: they’re marketing without a system. No clear message. No consistency. Just random posts and hope.
Hope isn’t a strategy.
Want to finish the year strong? Here’s what you need to do:
- Review your marketing plan
Where are you spending money? Where are you spending time? What’s actually working?
Stop pouring dollars into tactics you can’t track. Double down on what generates results – whether that’s your email list, your database touchpoints, your geographic farm, or your video content.
And stop outsourcing your voice. Nobody can tell your story like you can.
Action step:
Audit your last 90 days of marketing. What messages did you put out? How consistent were you? What kind of response did you get? Use that data to tighten your strategy for Q4.
- Control your schedule, or it will control you
Real estate is a game of time blocking, not time hoping. The agents who finish strong this fall aren’t the ones running around reacting to every notification. They’re the ones with time set aside every single day for revenue-generating activity.
You say you’re busy? Show me your calendar. If there’s no time blocked for lead gen, for follow-up, for marketing, for client nurturing – then you’re not busy. You’re just scattered.
Action step:
Every evening, build tomorrow’s schedule. Know what time you’re waking up, what you’re posting, who you’re calling, and what the non-negotiables are.
- Set expectations and lead conversations
Right now, sellers are still expecting 2021 numbers. Buyers are still dreaming beyond their budgets. And agents are still afraid to say what needs to be said.
Stop it!
You are the expert. You are the guide. If you’re not leading the conversation, the market will do it for you – and your clients won’t like the outcome.
Action step:
Start every client relationship with clarity. Review financing before showing a home. Review comparable sales before pricing a listing. Have the “why now?” conversation with every lead you talk to.
- Play the long game
Most of the industry is focused on the next deal. And that’s why they’ll never scale.
You want to grow your business? Start thinking in quarters, not closings. In relationships, not transactions. In brand equity, not just commission splits.
Build a business that’s about more than just survival. Build something that compounds. Something that lasts.
Action step:
Start every day by asking: What am I doing today that will bring me more business tomorrow, next month, or next year?
If the answer is nothing, you’re not building a business. You’re just filling time.
Final thoughts
What happened at iPro should have shaken you. Not just because of the money lost, but because of what it revealed about how fragile this industry can be when it leans on shortcuts, hype, and silence.
And what happens next – how you finish this year – comes down to whether or not you’re willing to do the work that most won’t.
Because most people won’t:
- Audit their time.
- Reset their systems.
- Speak hard truths to their clients.
- Show up every day, whether they feel like it or not.
But if you want to build something bigger – if you want the brand, the business, and the balance – you’ve got to be part of the few who do.
There’s still time left in this year to make it count.
Just stop waiting for motivation. Stop waiting for the market to fix itself. Stop waiting for your phone to ring.
Lead. Own your day. Own your brand. And the market will follow.
David Greenspan, CEO and founder of #MindShare101 is a nationally recognized keynote speaker, trainer and coach who helps sales professionals and businesses improve their sales and marketing efforts by bridging the gap between online and offline marketing to achieve a higher ROI on every marketing dollar spent. His direct, raw, and real approach is designed to motivate you and give you the advice you need to know.
David’s goal is to help you build MindShare, creating a top-of-mind intuitive, instinctive reaction so when people think of the product or service you offer, they think of your name first, always putting you in the right place at the right time to take your business to the next level.