The #1 Job of Every Real Estate Agent, Everywhere, Always

by Steve Shull

“There is never enough time to do everything, but there is always enough time to do the most important thing.”  - Brian Tracy

In the fast-paced world of real estate, it’s easy to get caught up in the whirlwind of deals and tasks. But here’s the unvarnished truth, {{ first_name }}… 

Real estate is, first and foremost, a repeat and referral business. 

And what drives those repeat clients and valuable referrals? 

RELATIONSHIPS. Genuine, trust-based human connections are the lifeblood of long-term success in this industry…and cultivating them is your #1 job.

If you think your job is to close deals, think again. 

Deals might be the output you care about, but the input that makes them happen is relationships.

Without actively nurturing and maintaining these connections, your business risks becoming a series of one-off transactions, lacking sustainability and growth. To ensure long-term success, you need to dedicate time to build and maintain these relationships consistently.

Time is your most valuable resource, and allocating it towards relationship-building is non-negotiable. 

Think of relationships as living entities—they need constant attention and genuine care to thrive. This means going beyond the transactional and investing in real human connection. 

Remember, every relationship has a shelf life. People’s needs and connections evolve, so focus on nurturing these bonds while they last and always be ready to forge new ones. This consistent nurturing ensures that you’re ready when the client is ready—not the other way around.

That’s why CRM time is not just important—it’s essential. 

Your CRM is not just a database. It’s your most powerful business-building tool. 

It enables you to maintain consistent communication, add value, and stay top-of-mind with your clients and prospects. Using your CRM effectively helps you transition from fleeting interactions to lasting, impactful relationships. 

That’s why CRM time isn’t optional—it’s your lifeline. Carve out time daily to ensure it’s up-to-date, relevant, and reflective of your current interactions.

To make relationship-building the core of your business, focus on these key elements:

1. Consistent Communication: Keep in touch with personalized messages, check-ins, and updates. Clients should feel remembered and valued even long after a deal is closed. This consistency builds trust and reinforces that you’re always there, ready to serve when the time comes.
2. Adding Value: Reach out with something to give, like insights and helpful information. Whether it’s market trends, community news, or advice, be a resource that clients rely on. This positions you as a trusted advisor, not just another sales agent.
3. Building Trust: Trust isn’t built in a single transaction; it’s developed over time. Deliver exceptional service, be reliable, and always go the extra mile. Clients who know you have their best interests at heart will not only return to you but will refer you to others.
4. Creating Positive Experiences: The experiences you provide during every interaction speak volumes. Ensure that each step of the buying or selling journey is seamless and memorable. This makes clients more likely to refer you to friends, family, and colleagues.
5. Staying Top-of-Mind: Utilize social media, newsletters, and community involvement to keep your presence felt without being intrusive. The goal is for your name to come up first when real estate is mentioned.

It’s time to face an uncomfortable reality: you can’t expect people to do business with you or refer you if you aren’t committed to an ongoing relationship with them. 

Every agent fantasizes that everyone in their network will think of them when real estate comes up, without any proactive effort on their part. 

That’s not how it works.

Relationships require effort. They require showing up, consistent communication, and adding value. If you’re not willing to invest in these relationships, then you’re building a transaction-driven business that won’t last.

Ask yourself…

Am I building a relationship-driven business or a transaction-driven one?

How am I ensuring that my clients feel valued and remembered after the deal closes?

What am I doing today to stay top-of-mind with my network in a meaningful way?

There’s a very real payoff to approaching relationships this way.

It builds a network of clients who trust you, advocate for you, and actively refer others. 

This creates a sustainable and growing practice fueled by loyalty and referrals. It’s not just a strategy; it’s the ESSENCE of long-term success.

You can take action on this starting TODAY.

Block 30 minutes on your calendar every day for relationship-building activities. Use this time to reach out to past clients, send personalized messages, or offer insights that resonate with their current needs. Ensure your CRM is up-to-date with all interactions so that when clients are ready, you’re prepared to engage meaningfully.

Being ready when the client is ready means staying top-of-mind. Show up regularly and provide consistent value, even when there’s no immediate transaction on the horizon. If you only reach out when you need something, you become an afterthought. 

By nurturing your network and maintaining steady, thoughtful connections, you ensure that when the moment comes, you’re not just an option—you’re the option.

Commit to this daily practice. 

It’s not just a routine; it’s an investment in your relationships that will yield long-term dividends. With consistency and proactive engagement, you’re not just staying relevant—you’re solidifying your reputation as the go-to professional in your clients’ minds.