After nearly 20 years in real estate, I’ve learned that this business may change, but people, and the way we build trust with them, stay the same.
Every few years, a new marketing trend sweeps through the industry, promising to reinvent the way we reach clients. Yet no matter how much technology evolves, one truth remains constant: real estate is, and always will be, a relationship business.
When I started in this industry, success looked a lot different. We placed newspaper ads for open houses, relied heavily on the MLS and hand-delivered flyers to neighborhoods. Zillow was just emerging, and social media was nowhere near the marketing force it is today.
Our focus wasn’t on algorithms or engagement — it was on people. The best agents knew their databases inside and out. They made calls, wrote notes and checked in with clients long after closing. It wasn’t glamorous, but it worked.
Personal connection by the numbers
Today’s world moves faster, and a lot of this seemingly basic prospecting has evolved. Today, agents spend hours creating Reels, TikToks and clever posts designed to capture attention in seconds. There’s value in that — visibility matters, and a thoughtful online presence can absolutely support a growing business.
But visibility alone doesn’t build trust. A viral video can’t replace a personal phone call, and likes don’t turn into listings without a genuine connection behind them.
The data backs this up. According to the National Association of Realtors’ 2025 Profile of Home Buyers and Sellers:
- 43 percent of buyers found their agent through a referral from friends or family.
- 49 percent of first-time buyers used an agent referred to them
- 41 percent of repeat buyers were referred to their agent, while 18 percent returned to a previous agent.
- 66 percent of sellers worked with an agent they had previously hired or who had been referred to them.
- 80 percent of sellers only contacted one agent.
- Only 1 percent of buyers found their agent through social media.
These numbers should stop every agent mid-scroll. These numbers tell a clear story — referrals and relationships drive this business. Social media may amplify your brand, but relationships sustain it.
Many agents who entered the field during the pandemic boom built their business around fast sales and fast content. Now, as the market settles into a more balanced rhythm, the difference between transaction chasers and relationship builders is becoming obvious.
Agents who invested in their databases — who stayed in touch, followed up, and delivered real value — are the ones seeing steady results in a slower market.
Putting it all together
That doesn’t mean social media isn’t important. In fact, the best agents know how to marry both worlds. They use social platforms to stay visible, share expertise and stay top of mind, but they also block time for real prospecting.
They call past clients, host appreciation events and show up in meaningful ways. The screen can’t replace the handshake, but it can help you earn one.
As our market shifts, support matters. Being aligned with a brokerage that values growth, accountability and professional development can make all the difference. You should align with a brokerage that provides the systems, coaching and encouragement to help you nurture your relationships while staying consistent in both online and offline marketing.
At its core, real estate hasn’t changed much at all. It’s still about showing up for people, building trust and staying connected long after the closing table.
Technology will keep evolving, but the heart of the business never will. The agents who understand that — and who invest in both visibility and relationships — will always be the ones who thrive.
January is Social Media Month at Inman. Start the year by diving deep into the platforms that matter most, the latest algorithm shifts, the smartest strategies for standing out and more. Plus, we’re rolling out the coveted Inman Power Player Awards and this year’s class of New York Power Brokers and MLS Innovators.
Emily Askin is a broker-owner with REMAX at Home and REMAX Preferred. Connect with her on Instagram.
