2024 has officially earned its place as one of the most shocking years in real estate history. If you thought 2023’s 30-year low in residential resale was rock bottom, think again. Nationwide sales are set to close below 4 million, even lower than the 2008 crash. Let that sink in: we’re officially navigating the most shocking market downturn in modern real estate history.
To put it bluntly, that’s a staggering 43.5% freefall from the 2005 high of 7.08 million and a 34% plunge from the pandemic boom of 2021.
But here’s the real question: What does this mean for your brokerage? And more importantly, how can you turn this crisis into your greatest opportunity yet?
Keep reading—because these strategies could completely redefine your success in 2025.
Looking Back: Predictions and Reality
Let’s rewind to December 2022. Coming off a steady 5+ million sales year, most industry experts painted an optimistic picture for 2023. But my 40 years in this business told me otherwise. The indicators were clear: a storm was brewing. At my members-only “Bold Predictions for Brokers” event, my opening slide was an iceberg. I warned of a long, harsh real estate winter with no spring or fall markets, and record-low sales.
While many doubted me, the result spoke for itself. Armed with foresight and preparation, 80% of our members hit their profit targets, even as the broader market struggled.
The same story played out in 2023. Mainstream predictions were rosy, but I knew better. When I told my members that 2024 would be even tougher, we braced for impact.
Fast forward to October 2024. After a 30-month streak of year-over-year declines, the market recorded its first increase. Predictably, pundits were quick to declare the storm over. But I urge caution. Recovery will be slow and challenging.
So, what’s ahead? Here are my five bold predictions for real estate brokers in 2025—strategies that will not only help you survive but thrive.
- Modest Recovery: A Slow Climb Begins
Yes, the downward trend is ending, and sales will increase in 2025. But let’s not get carried away. Just like the recovery after 2008, this will take time. Remember, it took five years to climb back above 5 million sales. We’re only in year three of this cycle. Patience will be key. - Focus on Retention and Productivity
2025 won’t be a forgiving market for underperforming agents. Your unproductive team members will struggle even more. This year, double down on inspiring productivity among your top performers and let go of those who aren’t contributing. Retention and growth depend on a focused, results-driven team. - Mergers and Acquisitions Will Drive Growth
This is the year to build bridges with competitors. In 2024, bankruptcies surged, and older brokers grew weary of market pressures. Many will be looking for an exit. By nurturing relationships now, you’ll position yourself as the first call when they decide to merge or sell. M&A isn’t just a growth strategy—it’s a survival tactic. - Profitability Takes Center Stage
You can’t afford to keep putting off your profit goals. The time to ensure your business model is profitable is now. Don’t wait for the market to save you—restructure, cut costs, and optimize revenue streams. Be sure to subscribe to our Brokers Only Newsletter for actionable tips and tools that can help you hit your targets. - Recruiting: The Talent War Isn’t Over
Last year, 10% of agents changed brokerages, and that trend will persist. If you want to attract top talent, your recruiting strategy needs to be airtight. What makes your brokerage stand out? How are you positioned to appeal to high performers?
Seize the Opportunity
2025 will bring its own set of challenges, but it’s also a year of opportunities for those prepared to act boldly. Our members weathered 2024 with resilience and profitability, and I have no doubt they’ll dominate in 2025.
If you’re ready to join them and take your brokerage to new heights, let’s talk. Book a free 30-minute discovery call— no sales pitch, no pressure, just an honest conversation to uncover your challenges and explore personalized strategies to help your brokerage thrive. It’s about equipping you with the clarity and direction to lead your brokerage confidently into 2025.
The market may be unpredictable, but success doesn’t have to be. Take control of your future, and let’s make 2025 your best year yet.