Today’s emerging agents, the next generation of REALTORS®, are now seeking more than just a positive workplace culture or motivational slogans. They want something deeper, more practical, and more enduring. This new wave of professionals is eager to build resilient, sustainable businesses that can thrive through all market conditions, not just when times are good.
However, despite the ambition, many are still falling short of that goal.
On the surface, it might appear that things are going well. Social media is filled with polished posts, upbeat videos, and the latest trending audio, giving the impression of success and momentum. But behind the scenes, the numbers often tell a different story and we know the real numbers. For many agents, sales are down, and while online engagement may be high, actual closings are few and far between. This isn’t about criticism, it’s about progress. The goal is not to call agents out but to call them forward. There’s a clear shift happening, or should we say SHARPENING, a growing demand for real, practical tools and strategies that go beyond feel-good quotes and vision boards. Agents are asking tougher questions now, What will actually help me succeed? And brokerages need to be ready with answers that truly matter.
It’s becoming increasingly clear that the old façade is slipping. Many agents who appear busy online haven’t closed a deal in months. In the past year, 43,000 agents within the Toronto Regional Real Estate Board (TRREB) were credited with at least one transaction. This means that a significant portion of TRREB’s 70,000+ members, over 27,000, did not have any recorded sales. That’s simply not sustainable. More importantly, it doesn’t represent the future of real estate. There’s a rising awareness among agents that beyond the branding and the hashtags, what’s really required are solid business practices, ones that can weather any market. The next generation of REALTORS® isn’t just chasing survival, they want to create something meaningful, scalable, and real.
This is where brokerages have a crucial role to play. The days of retaining talent with motivational speakers and pizza lunches are long gone. Agents today expect more from their brokerage, they want real partnership and active support in their professional growth. First and foremost, that means structured onboarding. New agents need more than a software login, they need a plan. That includes clear expectations, integrated systems, and actionable steps to start generating business from day one.
Professional development must also evolve. A single training session won’t cut it anymore. Agents require ongoing learning opportunities, tailored coaching, and real accountability. Brokerages should be providing regular, purposeful check-ins, not just to ask how things are going, but to review performance, adjust plans, and set new goals. Furthermore, access to data and market insights is essential. Today’s agents need tools that help them make informed, strategic decisions and refine their value proposition in real time.
In essence, brokerages that want to attract and retain high-performing agents must transform themselves into business incubators. It’s about more than offering a desk and a nameplate, it’s about building systems that support consistent performance, mentorship, and smart, sustainable growth with quality.
For agents who are serious about levelling up in 2025 and beyond, a few key strategies are non-negotiable. First and foremost, business planning. Every agent should have a clear, written plan that outlines revenue goals, marketing tactics, lead generation systems, and performance benchmarks. Treating the work like a real business is the only way it will pay like one.
Secondly, pipeline health must take precedence over social presence. While it’s tempting to focus on creating a slick Instagram page, it’s far more valuable to nurture a robust lead pipeline. That means consistently dedicating time each week to relationship-building, not just content creation but what comes after. The CRM is key.
Third, agents and brokerages alike must embrace data. It’s easy to mistake busyness for productivity, but only by tracking concrete activities, calls made, appointments set, deals closed, can agents truly assess performance and make the necessary adjustments. Brokerages should help agents focus on the right metrics and cultivate a results-driven mindset.
Accountability is another pillar of success. Whether it comes through coaching, peer groups, or brokerage-led initiatives, regular review and accountability keep agents focused and help identify gaps early. Lastly, mindset and resilience training is essential. The market will always fluctuate, but agents need strategies to stay confident, consistent, and grounded through the highs and lows. Stress management, mindset training, and personal development are no longer optional, they are foundational.
As we move toward 2026, it’s clear that the seeds being planted today will determine who succeeds tomorrow. While culture still matters, it’s no longer enough on its own. The most successful agents in the years ahead will be those who blend passion with process, who are both inspired and equipped to succeed.
The real question isn’t whether the market will rebound, it’s whether your agents will be ready when it does. Now is the time to focus on building real businesses, not just personal brands. The future of real estate belongs to those who are ready to move beyond the surface and into something truly substantial.
