A real estate agent’s work is never done. There are always properties to buy, sell, rent, let, and manage — all while staying ahead in a competitive market. Though 2025 has been a busy year so far, the mood in the industry remains overwhelmingly positive.
Lightstone’s annual sentiment survey found that 86% of real estate agents are confident they’ll reach their volume targets, while 85% believe they’ll hit their value goals. With such optimism in the air, the question is: what strategies are driving this success?
In January, Prop Data polled the real estate community to find out exactly how property practitioners plan to make these targets a reality. Here are the top six results, with additional insights from real estate experts:
1. 57.7% said they are embracing digital marketing
With more buyers, sellers, renters, and landlords starting their property journeys online, digital marketing has become a game-changer for real estate professionals. “It’s unsurprising this strategy topped the list,” says Lynetia Botha, Director at Hatchway Properties. “Digital marketing offers instant communication channels and scalable opportunities. It should, therefore, be the cornerstone of your efforts.”
“In today's tech-driven world, having a strong digital presence is a game-changer,” agrees Aaron Grant Ruiter, Group Operations and Technology Manager at Harcourts Rhino. “Digital marketing allows real estate agents to reach a broader audience, target ads effectively, and maximise ROI.”
Botha believes this strategy should be prioritised by all real estate agencies as their clients increasingly rely on digital platforms to search for properties, compare options, and make informed decisions. “Most property practitioners are either arriving slightly late or slightly unprepared for the state of current digital marketing. Sufficient training and creating understandable digital strategies are thus needed to channel this effort, which will be critical,” she adds.
2. 50.8% said they are offering personalised service to stand out
Personalisation turns transactions into relationships. Those in search of real estate services want to feel valued, and a customised approach ensures they receive the attention and expertise they deserve. “In a crowded market, standing out is crucial,” says Ruiter. “Delivering tailored service builds trust and loyalty by addressing each client’s unique needs. It’s about going the extra mile to ensure every interaction is meaningful.”
“Personalised service definitely makes sense as a real estate agent choice for results since it forms part of the differentiating factors property practitioners find challenging,” shares Botha. “It’s understandable many real estate agents are looking to personalise, so they’re more likely to be the number one choice and get referrals from satisfied clients.”
3. 49.2% said they are doubling down on canvassing
Connecting with homeowners in person by knocking on doors or making calls can create trust and opportunities for new listings and referrals. “Canvassing remains essential for a property practitioner's lead generation efforts,” says Botha. “Without canvassing, there really is nothing to sell. However, property practitioners are reporting record highs in resistance when canvassing. I think that is the reason that canvassing still stands out as a large focus point, because canvassing has changed significantly in recent years and will continue to do so. This has created more challenges, with many real estate agents not understanding how to go about finding solutions.”
“Despite the rise of digital tools, canvassing remains an effective way to build relationships within the local community,” affirms Ruiter. “Face-to-face engagement helps agents establish trust and generate quality leads directly.”
4. 47.7% said they are expanding their client referral network
Embracing the power of word of mouth is a proven strategy for real estate agents looking to build long-term, sustainable business growth. “Referrals are one of the most valuable sources of new business,” highlights Ruiter. “Leveraging satisfied clients to recommend services not only strengthens credibility but also increases the chances of securing high-conversion leads. It all comes back to trust and relationship building.”
5. 41.5% said they are sharpening their skills through industry events and training
Coming in fifth, real estate agents are embracing networking events and education in 2025 to stay ahead. “Industry events expose them to the latest real estate trends and opportunities,” says Botha. “Almost all property practitioners I engage with ask about training and training opportunities. This shows the deep-rooted need that they have to improve themselves and stay ahead of their competitors.”
Also having the same experience, Ruiter says, “At Harcourts, our real estate agents strive for daily improvement. Attending industry events and upskilling through training ensures we stay informed about trends, regulations, and innovative strategies, keeping them one step ahead of the competition.”
6. 36.9% said they are using market data to price and sell smarter
Rounding off the top six, real estate agents are embracing market data to make informed decisions on the market. “Accurate, data-driven decision-making is key to closing deals efficiently,” notes Ruiter. “By analysing market trends and leveraging data insights, agents can set realistic property prices, manage client expectations, and create compelling value propositions, something we excel at.
Botha believes big data has become a very empowering point of discussion at Hatchway Properties. “It has reinvented how we look at our clients, our competitors and our industry as a whole,” she says. “Never before have we been able to attain data on almost every single question either through recorded market data or more informal ‘big data’.”
What’s your next move to close more deals?
There’s no one-size-fits-all approach to success, but top real estate agents know how to make the most of proven strategies. Whether it’s mastering digital marketing, offering a standout client experience, or strengthening referral networks, small changes can lead to big wins. The property practitioners who stay proactive and focused will be the ones celebrating their wins during the course of 2025.