The agents who plan now will own 2026

The federal government just released the next budget.
The Bank of Canada is warning us to expect a lower quality of life.
And once again, we’re being told immigration will bring 380,000 new permanent residents to Canada per year over at least the next three to four years.

Is that good news for real estate? Maybe.

Here’s what I know for sure: if you’re waiting for perfect clarity before you take action, you’re already behind. And that’s the real underlying issue right now — not the headlines, not the politics, not the rates — but the inaction that’s keeping agents stuck.

“Hope” isn’t a strategy

Last month, I wrote with optimism. We had momentum. We had traction. And we had early signs of recovery.

But with everything that’s unfolded since — and with what’s being forecast — I’d be doing you a disservice if I didn’t call it out bluntly: this thing’s not bouncing back tomorrow.

Yes, we’ve already seen two rate cuts in recent months — and further cuts are possible before year-end. But a third cut would depend on inflation easing significantly and the broader economy showing more signs of weakness.

So while demand will eventually rise again, the pace and timing remain uncertain.

But if you’re still sitting on your hands, watching and waiting, then you’ll miss the next wave just like you missed the last one.

Opportunity isn’t announced. It’s created by those who are prepared.

The real problem (it’s not what you think)

We’ve been analyzing the numbers here internally — real data, from real coaching clients. And while we’re still tallying the full total, I can confidently say: we’ve helped coach Realtors through more than $2 billion in real estate sales.

And that’s not just bragging rights. That’s insight. Because with that kind of volume comes pattern recognition — and the patterns are undeniable.

Here’s what we see:

• Agents aren’t making enough calls or personal touches to their Group 1 list — the people who drive 70 to 90 per cent of their business. This is your repeat and referral business being left on the table for someone else to take advantage of.
• Most aren’t prospecting consistently, which means new opportunities aren’t being added. This reduces your ability to convert more business.
• Too many are relying on expensive social media ads that generate low-quality leads. This is just laziness and hope, but it’s proven not to be your most profitable source of business.
• And worst of all? Most people are procrastinating on the hard stuff — follow-up, business planning and daily discipline.

This isn’t just “a tough market.” This is the result of not doing the work that works.

The end result is that most agents are leaving tens and even hundreds of thousands of dollars on the table, not because of a tougher market, but because they simply aren’t doing the work.

Imagine if you made those extra few phone calls to your list — do you think you’d have at least one more deal in there somewhere, or maybe five more?

Imagine if you did the amount of prospecting you should have this past year — do you think you would have had more opportunities to close more deals?

Imagine if you didn’t spend all that time trying to learn about how AI can run your business (because that’s the trend right now), and instead used that same time to do the work that needs to be done to win in real estate?\

Stop using AI like a crutch

In fact, let’s talk more about AI for a moment. People keep asking:

“Can I use AI to write my listing descriptions?”
“Can AI handle my email blasts?”
“Can AI do my social media captions?”

Sure, it can. But here’s the reality: that’s not where the advantage is.

Everyone is using AI to try to save time, but few are using it to get discovered. If you really want to win with AI in 2026, focus on this: searchability and discoverability.

Whether it’s ChatGPT, Google or whatever comes next, search is evolving. People don’t just Google anymore; they ask questions. They search conversations. They look for trusted answers.

If you’re not building the kind of content that gets surfaced when someone searches:

• “Top Realtor in [your area]”
• “How to buy a home during a rate drop”
• “Is it the right time to sell?”

Then you’re invisible. And no automation will fix that. Your online content strategy has never been more important than it is right now. Do the work. Optimize your bios, your blog posts, your content. Use keywords. Use location. Use strategy. And be consistent.

AI isn’t the threat. It’s the test. And when you leverage it the right way, as I just mentioned, you’ll start driving more opportunities back your way.

People are trusting what AI tells them, so take advantage of it by creating a content strategy that provides the right data to these digital channels, so you always show up in the results they share with people.

It’s not about spending money — it’s about your focus, your marketing plan and your time.

Business planning isn’t optional

Now, let’s talk about something that really matters right now: planning your business for 2026. I know the year’s winding down. I know the holidays are coming fast. But I also know what happens when people leave this stuff to January — they waste the first quarter.

Here’s how you actually plan your business:

1. Start with a year-end review
   • What was your total income?
   • What were your expenses?
   • What was your ROI by marketing channel?
2. Set your 2026 marketing budget
   • Not a guess — a real number, backed by last year’s results.
   • Include brand-building, social, print, events, lead generation and referrals.
3. Write your marketing plan
   • What’s your budget?
   • What platforms or channels will you use?
   • What’s your frequency?
4. Map your business and personal goals
   • Income, yes — but also quality of life.
   • Vacations, health, family time. This isn’t just business. It’s life.
5. Break it down into daily action steps
   • Calls to make
   • Follow-ups to complete
   • New leads to generate
   • Content to post
   • People to see
6. Map your time accordingly
   • Use time blocking.
   • Protect your mornings.
   • Schedule the important before the urgent.

This is how top producers operate. This is how you build momentum before the year even starts. Remember: Monday starts on Sunday. And in this case, 2026 starts in 2025.

Action wins, every time

Let’s bottom-line it: you could wait to see what the Bank of Canada does next; you could ignore your database another week; you could keep saying, “I’ll figure it out after the holidays.”

Or you could wake up tomorrow and get to work. Make the calls. Build the plan. Rebuild your marketing. Use AI where it gives you leverage — not where it makes you lazy.

The market is what it is. But your effort? That’s up to you. The pros are already preparing. The rest are watching.

Where do you want to be when 2026 kicks off?