When Less Than Half Is Too Much For Real Estate Agents

One of the most important aspects of my coaching for real estate agents is looking into how much (or little) of their business is repeat business. I understand that many agents take the "They know I'm here, and I have enough clients" approach to being pitched with marketing channels. Personally, I have never been content with being content. What I want for my clients is for the repeat business number to drop year over year.

 

Seeing the fresh NAR research (linked below) showing that the "average" percentage for repeat business among brokerages around the country is more than 40% shows me how much the agents I work with stand to gain. Obviously, you should be doing everything possible to encourage repeat business and trying to increase it. Suppose you completed 20 transactions last year and had 10 "repeat" clients. That is 50%, which is higher than the national average.

 

For the coming year, continue to do, at minimum, what you did to be top of mind for those 10 repeat clients. However, the updated strategy should be to increase and emphasize what you did to attract the 'other' 10. The marketing goal should be to generate 20 "non-repeat" clients next year. That would give you 30 for the year, including your 10 repeats. One result is that your repeat client ratio drops to 33%, but the biggest result is that you would have increased your overall business by 33%.

 

I continue to see so many opportunities for real estate agents to make a difference and distinguish themselves to "new" potential buyers and sellers. Practically everyone expects the real estate market to improve if and when rates go down and if and when the current political tension eases up and consumers regain confidence. Some real estate agents are planning to wait until that happens and THEN start their marketing. Those that are "first in" and have a marketing strategy in place BEFORE those things happen are the ones that stand to benefit the most.

 

My office is setting up for a "$25 Tune Up" to include personal reviews of agent marketing strategies and a virtual consultation to discuss ways to implement them and increase your business. Let's chat! 

 

 

https://www.floridarealtors.org/news-media/news-articles/2025/11/re-firms-face-affordability-costs-pressures