The real estate market in 2025 is anything but predictable. Mortgage rates are shifting, buyer behavior is evolving, and competition is more intense than ever. Yet despite all the noise, some agents are not just surviving—they’re thriving.
At FirstTeam® Real Estate, we’ve had a front-row seat to this transformation. From seasoned pros to rising stars, the agents leading the pack are showing us one powerful truth:
"Success isn’t about the market—it’s about how you respond to it."
— Mark Kojac, FirstTeam® Manager
We spoke with FirstTeam® leaders and top-performing agents across Southern California to identify the exact practices fueling their growth this year. Whether you’re navigating a softening luxury sector or helping renters become buyers, these strategies are helping agents win in any market.
1. They Lead With Intention, Not Reaction
The agents dominating 2025 aren’t waiting for perfect conditions. They’re proactively setting the tone of their business. They’ve shifted from reactive task management to intentional planning—from monthly content calendars to structured lead pipelines.
Many start their week with what they call a “CEO Session”:
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Reviewing KPIs
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Analyzing their pipeline
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Planning content and outreach
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Setting a clear intention for how they want their brand to show up
“Even in a slow month, my routine stays consistent.”
— Lily Campbell., FirstTeam® Agent
2. They’re Turning Their Brand Into Their Biggest Asset
In a saturated market, trust is everything. And trust is built through consistent, authentic branding.
Top agents have stopped thinking like service providers and started acting like local media brands. They show up where their clients spend time—on Instagram, YouTube, and in the inbox—with content that’s both educational and entertaining.
They’re producing:
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Monthly market updates with a personal twist
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“Just sold” stories that highlight client wins, not just numbers
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Neighborhood walkthroughs and lifestyle reels
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Opinion pieces on what buyers and sellers should actually do
These aren’t one-off marketing stunts—they’re long-term visibility strategies. And they’re working.
3. They’ve Invested in Scalable Systems
Every top agent we spoke to had one thing in common: they don’t do it all themselves.
Whether it’s a part-time assistant, a marketing coordinator, or automated email workflows, they’ve built scalable systems to:
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Maintain CRM follow-up
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Automate showing confirmations
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Keep listing processes on track
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Follow up post-close
This operational backbone gives them back the most valuable resource of all: time. Time to be in front of clients. Time to negotiate better. Time to lead.
“My top agents don’t rise by doing more—they rise by doing what matters most. Scalable systems that free them to focus on clients, build relationships, lead their team, and grow no matter the market.”
— Jeremiah Secrest, FirstTeam® Real Estate, Regional Manager
4. They Build Relationships Like They Build Sales
Repeat and referral business remains the backbone of every thriving agent’s business. But it’s no longer about the occasional call or birthday message—it’s about consistent value.
The top agents are creating what we call “relationship ecosystems.” That includes:
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Quarterly client events (picnics, wine nights, homeownership workshops)
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Monthly newsletters with genuine local insights
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Instagram stories with behind-the-scenes content
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Personalized property recommendations—even when clients aren’t actively looking
They don’t just close deals. They build community.
5. They’re Fearless With Video
Yes, the market has changed. But consumer behavior has too—and video is king.
Whether it’s TikTok or Instagram Reels, agents winning in 2025 have embraced short-form, fast-paced, and personality-led video content. They’re not aiming for perfection—they’re aiming for connection.
What they’re creating:
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“A day in the life” content
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Buyer tip series
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Market updates explained in 30 seconds
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Client testimonials and quick Q&As
They understand that in today’s digital world, people don’t just buy homes—they buy into people. And video is the fastest way to build trust.
6. They Take Care of Their Mindset Like They Take Care of Their Clients
Perhaps the most underrated trait of top producers in 2025 is mental resilience.
The emotional rollercoaster of real estate—from cancellations to closings—isn’t for the faint of heart. The most successful agents aren’t just mastering sales tactics—they’re investing in personal energy and emotional discipline.
They read. They journal. They reflect. Some have business coaches. Others join peer accountability groups. The key? They treat mindset like a muscle—and train it daily.
“Top producers don’t focus on the outcome. They focus on doing the work. They know that the work creates the outcome. Agents that focus on the outcome will always struggle.”
— Christian Stubbs, FirstTeam® Agent
The Real Strategy? Do the Basics Better—Every Day
If there’s one thing we learned from interviewing these high performers, it’s this:
They don’t do radically different things. They do the fundamentals with discipline and heart.
In 2025, real estate success is less about chasing trends and more about staying focused, showing up, and building value—day in, day out.
And if you’re looking for a brokerage that empowers you with the tools, systems, and support to stay ahead—you already know where to start.
Ready to Rise Above the Market Noise?
Join the agents at FirstTeam® who are redefining what growth looks like in 2025 and beyond.
