More than half of homebuyers only interview one real estate agent before deciding who to work with.
That's a statistic every agent should pay attention to.
Because it suggests that many buyers aren't sitting down with three or four Realtors and comparing experience, marketing plans, negotiation skills, and presentations.
In many cases, they already have someone in mind.
Maybe it's an agent they've followed online for the past year.
Maybe it's someone a friend recommended.
Maybe it's the Realtor who helped them buy their current home and continued staying in touch afterward.
Whatever the reason, the decision often starts taking shape long before the buyer ever picks up the phone.
And that changes how agents should think about generating business.
The goal isn't only to become great at converting the appointment. You also need to become the agent people think of when it's time to make the call.
Buyers Still Want Real Estate Agents
Despite all the technology available to today's homebuyers, real estate agents remain a major part of the transaction.
According to the data discussed in the video above, 91% of buyers still use a real estate agent.
That's good news for anyone building a career in real estate.
But there's another side to that statistic.
If more than half of buyers only interview one agent, you may never get the opportunity to compete for their business if they already have someone they trust.
You could have the better presentation.
You could be the stronger negotiator.
You could know the local market better.
But none of those advantages matter if another agent gets the call and you never get the appointment.
That's why the competition for your next client can begin months or even years before they're ready to buy or sell.
Become Familiar Before Someone Needs an Agent
Think about the people you follow online.
You may have never met them, but if you've watched dozens of their videos or regularly read their content, they don't necessarily feel like complete strangers anymore.
Real estate agents can create that same familiarity.
A buyer might watch your weekly market updates.
A homeowner might see you explaining what's happening with property values in their neighborhood.
Someone thinking about selling might find a video where you answer the exact question they had been searching for online.
Over time, those interactions add up.
When that person finally decides they're ready to make a move, they're no longer searching for a random real estate agent.
They're reaching out to someone they've already been learning from.
That's one of the biggest reasons agents should think about content as a long-term strategy rather than something that's supposed to produce an immediate lead from every post.
What Should Real Estate Agents Post Online?
Building visibility doesn't mean constantly posting listings or asking people if they're ready to buy or sell.
Some of the most useful real estate content simply answers the questions people already have.
You could explain:
What's happening with home prices in your market
What buyers should know about current inventory
Common mistakes first-time homebuyers make
What homeowners should do before listing
How inspections or appraisals work
What a major housing headline actually means locally
Things homeowners should know about maintaining their property
What's happening in the communities you serve
The goal is to become useful.
When people consistently learn something from you, they have a reason to continue paying attention.
And every time they see your name, face, or content, you're reinforcing that familiarity.
Your Past Clients May Be Your Biggest Opportunity
Online visibility matters, but agents shouldn't become so focused on finding new people that they forget about the ones who already know them.
Your past clients and sphere may be some of the most valuable relationships in your business.
These are people who don't need to discover you through an Instagram Reel or Google search.
They already know you.
Some have already trusted you with one of the largest financial transactions of their lives.
The question is:
Are you maintaining that relationship?
If someone bought a home with you three years ago and hasn't heard from you since closing day, you can't automatically assume you'll be the agent they call when they're ready to sell.
You also can't assume you'll be the name they give when a friend, family member, or coworker asks for an agent recommendation.
Relationships need to be maintained.
Staying in Touch Without Constantly Asking for Business
Staying connected with past clients doesn't mean repeatedly calling them and asking whether they know someone who wants to buy or sell.
There are much better reasons to reach out.
Wish them a happy birthday.
Remember their home anniversary.
Ask how the family is doing.
Invite them to a client event.
Send them something useful about owning a home.
And become someone they can call when they need help.
If a past client needs a plumber, painter, electrician, landscaper, HVAC technician, or another local professional, can you connect them with someone you trust?
Being that resource keeps your relationship valuable even when there's no real estate transaction happening.
Then, when real estate does come up, you haven't suddenly appeared after years of silence asking for business.
You've been there the entire time.
Why Great Agents Can Still Struggle to Generate Business
One of the frustrating realities of real estate is that being great at the job doesn't automatically mean people know you're great at it.
An agent can be knowledgeable, responsive, hardworking, and an excellent negotiator while still struggling to generate consistent opportunities.
Why?
Because potential clients can't evaluate skills they never get to see.
If your social media hasn't been updated in months, your online presence doesn't reflect your current business, and your past clients rarely hear from you, you're making it easier for someone else to become the familiar name.
That doesn't necessarily mean the other agent is better.
It may simply mean they're more visible.
Being visible doesn't replace being skilled.
But visibility gives your skills the opportunity to matter.
You Don't Have to Be Comfortable on Camera to Start
For many agents, video is one of the hardest parts of building an online presence.
They don't like how they look on camera.
They don't like hearing their own voice.
They worry about what other agents will think.
Or they feel like they need professional equipment, perfect lighting, and a polished script before they can post anything.
So they keep waiting.
But getting comfortable on camera works like most other skills.
You improve by doing it.
Your first video probably won't feel natural.
Neither will your fifth.
But eventually, talking about the market on camera can become another normal part of your business.
The same applies to calling past clients.
The first few conversations may feel awkward if you haven't stayed in touch.
That discomfort gets smaller once staying connected becomes part of your routine.
Turn Visibility Into a System
Agents don't need to rely on motivation to make this work.
They need a system.
Decide how often you're going to create content.
Build a list of questions your buyers and sellers regularly ask.
Create a schedule for staying in touch with past clients.
Keep track of birthdays and home anniversaries.
Maintain a trusted vendor list.
Set aside time each week for personal check-ins.
And make those activities part of your business instead of something you do only when transactions slow down.
Consistency matters because familiarity is built through repetition.
One market update probably won't make someone choose you as their Realtor two years from now.
But dozens of useful interactions over those two years might.
Become the Agent Who Gets the First Call
If more than half of buyers only interview one agent, there's an important lesson for anyone trying to grow a real estate career.
You don't just want to be one of the agents someone considers.
You want to be the agent they already know.
That means showing up before they're ready to move.
Educate people online.
Stay connected with your sphere.
Take care of past clients after closing.
Become a resource in your community.
And keep doing it consistently.
Because when someone finally decides they're ready to buy or sell, you don't want to be trying to introduce yourself for the first time.
You want them to already know exactly who to call.
At Slocum Home Team powered by eXp Realty, we're building systems around training, content, relationships, and consistent follow-up to help our agents grow businesses that aren't dependent on constantly chasing the next lead.
If you're a real estate agent who knows you provide great service but feels like you're still the best-kept secret in your market, reach out to us.
We'll show you how we're helping agents build their visibility, nurture their relationships, and become the name people already know before they ever need a Realtor.
