Why the Top 1% of Agents Keep Marketing When Others Stop

Many agents slash their marketing budgets in a down market, hoping to “wait it out” until the market improves.

However, the top 1% of real estate agents know this is the biggest mistake you can make. Instead of pulling back, they double down on marketing, ensuring they stay top-of-mind while others disappear.

Marketing = Market Share

According to the National Association of Realtors (NAR), 87% of agents fail within the first five years—often because they fail to generate consistent leads. Meanwhile, the top-performing agents understand that marketing isn’t an expense—it’s an investment.

A study by the Association of Real Estate License Law Officials (ARELLO) found that agents who market consistently generate 3x more leads than those who don’t.

According to Forbes, businesses that maintain or increase their marketing spend during economic downturns recover 2.5x faster than those that cut marketing.

Visibility Wins in a Slow Market

Homeowners don’t stop needing to sell, even in a challenging market. However, sellers only consider the agents they see the most when fewer homes are listed.

“Out of sight, out of mind. The agents who keep marketing today will be the ones getting the listings when the market rebounds.” – Tom Ferry, Real Estate Coach

What the Best Agents Know

The top 10% of agents earn 90% of commissions—because they continue marketing while others vanish.

“The agents who survive downturns are the ones who keep their names in front of sellers. When the market rebounds, they dominate.” – Brian Buffini

Bottom Line: The agents who keep marketing today will control tomorrow’s market. Don’t disappear—keep marketing and claim your market share!