According to The Lighter Side of Real Estate, the average person knows 417 REALTORS®. Let that sink in.
So how do you become the one they actually call?
That’s the question I’ve spent more than two decades answering as both a top-producing agent and a business coach.
The short answer is simple: you can’t be everything to everyone, but you can be unforgettable to the right people.
1. Stop Trying to Be Everything to Everyone
When I first started, I said yes to everything.
Three open houses in three towns in one day? Sure.
A showing at 9 p.m. on a Sunday? Of course.
It worked for a while, but eventually I realized that saying yes to everyone meant saying no to myself.
You can’t outwork your competition, but you can out-position them.
Find your lane. Know your ideal client, your property type, and your unique way of serving them.
Once you define that, you stop competing on price and start competing on value.
That’s how you rise above the other 416.
2. Lead With Character, Not Commission
In The Reality of Real Estate, I wrote that “your character will always be your strongest marketing strategy.”
People can sense authenticity long before they hear your pitch.
When clients feel that you truly care about their goals, they begin to trust you.
The best agents treat their clients’ dreams as if they were their own.
That kind of integrity always shines through — and it always wins in the long run.
3. Consistency Beats Charisma
You don’t have to be the loudest person in the room.
You just have to be the one who shows up every single day.
Follow up even when you don’t feel like it.
Share useful information, not just listings.
Check in with past clients when you have nothing to sell them.
I call it the Ivy Lee Six principle.
At the end of each day, write down six things you need to do tomorrow and complete them in order.
Simple? Yes. Easy? Not always. But it works.
4. Build Relationships, Not Leads
Stop thinking about “generating leads.”
Start focusing on building relationships.
Leads are temporary. Relationships are lasting.
When people trust you, they stop comparing commission rates and start referring you.
As I often tell my coaching clients:
“If you can make people feel seen, heard, and understood, you’ll never have to chase business again.”
That’s the foundation of a business that lasts.
5. Educate Instead of Selling
Buyers and sellers today are overwhelmed with information but hungry for clarity.
That’s your opportunity. Become their trusted guide.
When you educate instead of persuade, you earn confidence and credibility.
“The agents who educate the best will always earn the trust of the rest.”
— The Reality of Real Estate
Teach your clients the truth about the market, and they’ll follow your lead.
6. Let Your Personality Be Your Brand
People don’t hire you because you can unlock doors.
They hire you because they like and trust you.
If you’re funny, let it show.
If you’re thoughtful, lean into it.
If you love your community, talk about it.
Your personality is your brand.
Don’t hide it behind stock phrases or polished scripts.
No one remembers the tenth agent who said, “It’s a great time to buy or sell.”
They remember the one who said, “Ottawa’s market feels like a rollercoaster, but at least the coffee’s still strong.” ☕
Be yourself. That’s how people remember you.
7. Play the Long Game
Most REALTORS® don’t fail because they’re bad at their job.
They fail because they expect results too fast.
Real estate rewards consistency and intention.
Each conversation, each showing, each client adds to your long-term momentum.
Success compounds over time.
The longer you play the game with integrity, the easier it becomes.
This career isn’t a sprint. It’s a marathon, and the finish line is worth it.
The Bottom Line
In a sea of REALTORS®, your goal isn’t to outspend or outshout everyone else.
It’s to out-care them.
Be the kind of agent you’d want to hire if you didn’t know you.
Trust, character, and consistency are what clients remember.
They’re what separate professionals from pretenders.
When you focus on what really matters, people stop seeing you as “just another REALTOR®.”
They see you as their REALTOR®.
Final Thought
If you’re struggling to stand out, don’t be discouraged.
You’re not broken; you just haven’t found your rhythm yet.
That’s what I help REALTORS® do every day — discover their lane, refine their systems, and build a business that feels both authentic and profitable.
Because real estate isn’t only about closing deals.
It’s about opening doors — for your clients, for your business, and for your life.
Ready to build the business and life you truly want?
Book a free 30-minute discovery session to learn how one-on-one coaching can help you grow your income, consistency, and confidence in any market.