Regardless of the swirling issues that have caused the residential real estate industry to recoil over the past year or so, and with no certainties moving forward, there’s one constant agents should know will never change. And that’s the fact that their profession will always revolve around relationships. Lawsuits won’t change that. Tech won’t change that. Nothing will change that.
Not that other aspects to showcase your value aren’t crucial as well. A combination of relationship-building, strategic use of technology and an adaptable, client-centric approach is key to increasing buyer business in the current real estate landscape.
Key points to increase buyer-agent business include:
- Relationship building is critical. The importance of building strong, lasting relationships with buyers involves being present, communicating regularly and adding value beyond just transactional tasks.
- Leverage technology strategically. Technology like CRMs, automation tools and client portals can enhance the buyer experience. However, technology should complement, not replace, the personal relationship-building efforts.
- Embrace the basics, but get creative. Going back to the fundamentals of database management, sphere of influence and consistent outreach is key. But agents should also find unique, personalized ways to stay top of mind and add value for buyers.
- Adapt to industry changes. Be proactive in understanding and explaining new regulations and requirements to buyers. This helps position you as an industry expert and trusted advisor.
- Prioritize presence and accessibility. Being physically present in the community and available to buyers is important. This can include hosting open houses, attending community events and going the extra mile for clients.
- Emphasize compassion and authenticity. Successful agents exhibit genuine care and concern for their buyers’ needs and experiences. This compassionate, authentic approach helps build trust and loyalty.
“Real estate has always been complex, with a wide range of variables,” said Suzy Minken, a REALTOR® with Compass based in Short Hills, New Jersey. “In today’s climate of rising home prices, sparse inventory and relatively high mortgage rates, the role of the buyer agent has become more challenging. The buyer agent does so much more than ‘open doors,’ and for someone considering a career in real estate, they need to come prepared for the challenge.
“Real estate is a relationship business and can be very rewarding. Newer agents need to go beyond the headline that a home sells in two days. The reality is that the home most likely took months of preparation, expert marketing and a winning strategy and negotiation to achieve a great outcome. Real estate is not about the transaction, but the opportunity to make a difference in people’s lives, which begins at home. As a buyer agent, you are directly impacting the trajectory of your buyers’ lives for many years to come.”
Many agents look at potential buyers not just as new clients, but as new friends. If there is to be a long-term relationship, hopefully including representing them not just one time as the buyer agent but as a future selling agent, and someone they would refer to friends and family who are ready to buy and/or sell, then there needs to be a personal connection.
“My hope is that the buyer will consider me not just an agent, but a friend,” said Charlie Kerr, an agent with RE/MAX Heritage Properties in Chester, New Jersey. “They have gotten to know me through the process and developed a trust that is consistent with our first visit. It doesn’t end there; it also carries into any future opportunities in which my buyer may recommend me. I want their experience with me to be that no matter what day of the week or time of day it was, I was there for them, and met every challenge of the transaction for a positive outcome.”
Elizabeth Altobelli, a luxury property specialist with William Raveis in Connecticut, points out that sometimes agents take on a way greater responsibility than simply accompanying clients to homes and guiding them through the process.
“The experience and guidance I provide from start to finish set me apart,” she said. “My clients become lifelong friends because of the trust I earn. My business relies heavily on referrals, so any mistake could put my reputation at risk, and I take every aspect of my profession seriously. In addition, many of my clients make purchases without physically seeing the property. In such cases, I act as their eyes and ears with boots on the ground. That is a huge responsibility.”
While the Burnett settlement is in everyone’s rearview mirror, it still hovers over the industry, as homebuyer clients may have questions about how it may affect them.
“We’ve been working on the settlement for quite some time over the past year,” said Mark Barter—a REALTOR® with HomeSmart Professionals Real Estate in Warwick, Rhode Island—a panelist on a session about buyer-agency strategies moving forward at RISMedia’s 2025 Real Estate’s Rocking in the New Year.
“One of the things that I’ve been doing is helping my agents be able to explain the changes, explain the new regulations and the new required forms as articulately as they can to make buyers understand the process a little bit more, and what they may be required to do—to show that they’ve been up to speed on these changes and new regulations,” he explained. “It’s very important now to make sure you are present with your buyers at all times, and not just while you are selling houses. It also means being present in the community.
“I’m constantly out in the community not only looking for business, but giving back. I try to give a little bit of myself to whatever organization I can, and I think that’s the best way to bond with buyers.”
Another Rocking in the New Year panelist, Pam Rosser Thistle—an agent with Berkshire Hathaway Homeservices Fox & Roach, REALTORS® in Philadelphia—described in detail the open house tactics that have served her well over the years.
“Open houses are how I built my business. It’s a very powerful way to build relationships, maintain relationships and also make business happen,” revealed Thistle, who has a list of currently or recently sold transactions and four that are pending—the two that most recently settled resulting from open houses. “I just had a closing where I met the buyers. It wasn’t so simple. We saw other houses and a lot went into it. It’s where we connected. Sometimes I’ll note that somebody is looking for a certain type of property. I might host an open house at a property I think they might like and invite them to come as a listing agent.
“We’re talking about buyers, but sometimes the threat of open houses happening over a weekend will make somebody make an offer before those open houses happen and request that the open house be canceled,” added Thistle, who has found that there’s a lot of power in open houses. “When you’re there, you’re representing the house, and there’s a tighter protocol with buyer agency. But in a way it’s become even more important because buyers may not commit to an agent until they get to know them, and they might stop into an open house and get to know that agent and decide that that’s the person they want to represent them.”
Thistle went on to explain that a lot of planning and work goes into open houses well before the actual showing day. In addition to sending out an e-newsletter prior to the event, not just about the open house but about herself and other listings, more as a connection piece, she also posts signs on the street in her urban market because “there are a lot of people walking around, so I put them in places that are high traffic, like near supermarkets, parks or schools,” she said.
Also at Rocking in the New Year, Jemila Winsey—CEO and principal broker of ERA Legacy Living in Missouri City, Texas—doubled down on the crucial aspects of relationships and compassion.
“The ‘R’ in any CRM stands for relationship,” she said. “The relationship aspect of this business is not going to go away. Our clients are equipped with all the tools and knowledge they can get from Google. It is our job to help them decipher it and know what they need to understand. If I was your friend and we’ve known each other for five years, find ways to deepen the relationship. It’s no longer just about showing houses and negotiating contracts. It’s adding your value.
“If I’m going to be a buyer’s agent, what else can I offer? Can I offer them a housewarming ceremony when they close? Can I bring them a box of pizza when they’re moving in? Can I send them moving boxes? It just has to be practical and show that you care. And you have to be compassionate. You cannot succeed in this business if you aren’t a compassionate person, because if someone is going to spend the most money they’ll ever spend on an investment, you need to be compassionate enough to understand what they’re going through and be that person that’s there for them.”
