Agents who wait for listings to fall in their lap are going to starve, Verl Workman writes. Agents who execute? They’ll own their markets.
Getting new listings has always been the hardest part of real estate. Deals live or die by your ability to put inventory on the table. And in this market? The climb feels even steeper.
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But here’s the truth: Challenges are leverage. Agents who know how to flip the script — who stop complaining about the shortage and start working the right angles — aren’t just surviving. They’re building listing pipelines that competitors can’t touch.
Here’s how:
Know the market — and say what others won’t
You can’t win listings if you don’t understand the market. And no, “the market’s tough” isn’t enough. Buyers already know that. Sellers want to know where the opportunities are.
Prices are still high, even if sales are uneven. That’s your hook. While others mutter about interest rates, you show sellers why now might be their best chance to capture equity. Knowledge is your currency. Use it.
Once you’ve nailed the data, package it. Build a marketing plan that looks more like a campaign than a checklist: pro photography, 3D tours, digital ads, the works. Don’t just say “I market aggressively.” Prove it. And if your competition is phoning it in? Call that out by showing sellers exactly what you’ll do differently.
Extras like video tours and AI-enhanced targeting aren’t bells and whistles anymore — they’re baseline.
Stop ignoring expireds and canceleds
Too many agents treat expired or canceled listings like dead leads. They’re not. They’re dormant gold.
Look back five, even ten years. Pull those properties, run a fresh CMA and put a real plan in front of the owners. You’re not just knocking on a door — you’re showing them why the market that failed them before might finally be on their side.
One agent’s failure can be your opportunity. But only if you have the guts to pick up the phone and show sellers you’re not afraid of “no.”
Own your community presence
Open houses are fine. But if you want listings, think bigger. Street fairs. Food trucks. Local vendor nights. Anything that gets people out of their houses and talking. Hand out raffle tickets in exchange for contact info. Make it fun, but make it strategic.
Visibility matters. When people see your face at neighborhood events, you stop being “a Realtor” and start being “our Realtor.” And when the thought of selling crosses their mind, you’re their first call.
Here’s the blunt truth: you can’t expect listings if your community doesn’t even know your name.
Dominate online — or get drowned out
Let’s be real: if your digital presence is weak, you’re invisible. Sellers are checking you out long before they ever pick up the phone. If they find a dusty website and a Facebook page you last updated in 2022, you’re done.
Optimize your online presence the way you’d stage a million-dollar listing. Run targeted ads. Post video tours. Host virtual open houses. Share insights that prove you know the market better than the next guy.
In 2025, your digital footprint is your credibility. Treat it like it’s worth as much as your commissions — because it is.
Referrals: The listings you don’t have to chase
Referrals aren’t an afterthought. They’re your compounding interest. Every client you wow today is another listing source tomorrow.
But here’s the catch: referrals don’t just happen. You have to cultivate them. Stay in touch with past clients. Partner with local businesses. Offer incentives. And above all — give service so good your name comes up before anyone else’s when someone whispers, “We’re thinking about selling.”
Securing listings isn’t luck. It’s leverage — knowing how to turn market conditions, past failures, community ties and digital strategy into momentum.
Agents who wait for listings to fall in their lap are going to starve. Agents who execute? They’ll own their markets.
The game hasn’t changed. It’s just gotten sharper. If you’re ready to compete, stop waiting and start leveraging. Because in real estate, the only agents who win are the ones who play offense.
Verl Workman is the founder and CEO of Workman Success Systems and author of Raving Referrals for Real Estate Agents. Connect with him on LinkedIn or Instagram.