How to Get Clients as a New Real Estate Agent

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Starting a real estate career can feel exciting… and terrifying at the same time.

You’ve got the license. Maybe you’ve joined a brokerage. You’ve told your friends and family you’re officially in the business.

And then reality sets in.

You’re staring at your phone wondering: How do I actually get clients?

If I had to start my real estate career over in 2026, knowing everything I know now, I would approach things very differently than many new agents are taught to do. Not because the old strategies were wrong — but because the way people choose their agent has changed.

Today, most buyers and sellers quietly research agents online before they ever call one.

So if I were starting from zero today, I wouldn’t focus on printing thousands of postcards or buying expensive internet leads.

I would focus on visibility, trust, and becoming known in my community.

Here’s exactly how I would do it.

First, I’d Stop Waiting for the Brokerage to Provide Leads

This is probably the hardest truth for many new agents to hear.

A lot of people get into real estate thinking their brokerage will provide them with leads or clients. And while some brokerages do offer lead programs, the reality is that most successful agents eventually learn how to generate their own business.

If I were starting over today, I would shift my mindset immediately.

Instead of asking:

“Where will my brokerage get me leads?”

I would ask:

“How can I make sure people in my community know who I am?”

Real estate is a relationship business. But relationships today often start online before they ever happen in person.

That means your job isn’t just to sell homes.

Your job is to become visible and recognizable in your market.

I’d Make Sure People Can Actually Find Me Online

Before worrying about social media or marketing campaigns, I would make sure I’m easy to find when someone searches for a real estate agent in my area.

The very first thing I would set up is my profile on
Google Business Profile.

When someone searches “real estate agent near me,” this is often what appears first in search results.

Many agents ignore this, which honestly blows my mind.

Here’s what I would do:

• Fully complete my profile
• Add professional photos
• Post updates about the local market
• Ask every happy client for a review

Even if you only close a few deals early on, those reviews become incredibly powerful. Many consumers will choose an agent based simply on who appears trustworthy online.

And reviews build that trust.

BONUS: Every agent in the US automatically gets a profile on Realtor.com. Your name and brokerage information appear, but it’s up to you to add your photo, bio and other credentials. Update this as soon as you can because when someone searches for “Jamie Jones Realtor” this is one of the first pages that appear in the Google search results. Here’s a quick start guide on accessing and setting up your profile.

I Would Start Creating Helpful Local Content Immediately

If I had to start from scratch today, I would treat my real estate business almost like a local media company. Instead of constantly talking about listings or sales, I would create content that helps people learn about the community.

Some of the easiest content ideas include:

• Neighborhood guides
• Cost of living breakdowns
• School district information
• Local restaurant spotlights
• Market updates
• “Living in this city” pros and cons

When people are relocating, moving up, or buying their first home, they often spend hours researching online. If your content helps answer those questions, you naturally become someone they trust.

And when they finally decide to reach out to an agent, they often choose the person who already helped them.

PRO TIP: If your brokerage doesn’t provide you with a website and blog that you can use to create this helpful guides and articles, it is easier than ever to create your own WordPress website. We’ll have more details on the step by step instructions soon!

I Would Focus on Video (Even If It Felt Awkward at First)

If I’m being completely honest, this is probably the single biggest thing I would do differently if I were starting today. I would start recording video early in my career using platforms like:

YouTube
Instagram
TikTok

Each of these have made it incredibly easy to reach people who are curious about a specific city or neighborhood.

And here’s something important many new agents don’t realize:

People don’t expect you to be perfect on video. They just want you to be helpful and genuine.

Some of the easiest videos to create include:

• Driving tours of neighborhoods
• “3 things to know before moving here”
• Local coffee shop or restaurant highlights
• Market update explanations
• Open house walkthroughs

When people see you regularly showing up on video, something interesting happens.

They start to feel like they know you.

And in real estate, familiarity builds trust faster than almost anything else.

I Would Focus on Becoming the Local Knowledge Source

If I were starting over, my goal wouldn’t be to look like the most successful agent in town.

My goal would be to look like the most helpful one.

That means sharing information on my website, youtube and social media that people in the community genuinely care about.

For example:

New condo developments or businesses opening in town
Local events and festivals
Parks, dog parks, playgrounds, recreation spots
Hidden gem restaurants
Weekend activities for families
Neighborhood real estate market updates and trends

You don’t need to be the loudest voice online.

You just need to be consistently helpful.

Over time, people begin to associate you with knowledge about the area.

And when they eventually need a real estate agent, guess who comes to mind?

The person who’s been helping them all along.

PRO TIP: If your neighborhood has a Facebook Group or uses something like NextDoor, jump on these community groups and add VALUE. Don’t just add things like “anyone looking to buy or sell”, instead offer recommendations for plumbers and other local service providers, offer tips on appealing property taxes, and comment on other people’s posts.

I Would Use AI Tools to Save Time

One thing new agents have that many of us didn’t have when we started (back in the olden days!) is access to incredibly powerful AI tools.

Tools like ChatGPT, Nano Banana, Canva and CapCut can dramatically speed up content and video creation.

For example, you can use AI to:

brainstorm video ideas
draft blog posts
write listing descriptions
generate social media captions or create a 30-day social media calendar
design graphics and flyers

The key is remembering that AI shouldn’t replace your voice.

It should simply help you create more consistently and efficiently.

Your personality is still what connects with people.

Learn how to help AI get to know you, your real estate brand and your writing style.

Things I Would NOT Spend Money On Right Away

When you’re new in real estate, it’s incredibly easy to spend money on marketing that sounds impressive but doesn’t actually generate clients.

If I were starting today, there are a few things I would hold off on.

Buying Internet Leads Immediately

Lead platforms can be expensive, and the competition is intense. Many new agents burn through thousands of dollars before they close their first deal.

I would focus first on building organic visibility in my community.

Expensive Branding

It’s tempting to invest in logos, luxury business cards, or high-end branding packages early on. But none of those things generate clients.

Clients come from trust and relationships, not from a fancy logo.

Large Direct Mail Campaigns

Direct mail can absolutely work. But it tends to work best when you already have a specific farming area and marketing budget.

Early on, I would focus more on building awareness online.

The One Thing That Has Never Changed in Real Estate

Even though marketing has evolved dramatically, one thing about this business hasn’t changed at all.

People still hire agents they trust.

That means being responsive. Being helpful. Following up with people.

And staying in touch long after a transaction closes.

Technology can help you reach more people, but the relationships you build are still what create long-term success.

If I Had to Start From Zero Today, This Would Be My 90-Day Plan

If I were brand new in the business today, here’s what I would realistically focus on in my first three months.

Month One

• Set up my Google Business profile + YouTube account
• Record my first 10 short videos about the local area
• Write two helpful blog posts about the market or neighborhoods

Month Two

• Post short videos three to four times per week
• Start spotlighting local businesses in my community
• Begin asking early clients or colleagues for reviews

Month Three

• Launch a few longer neighborhood videos on YouTube
• Create a relocation guide for my area
• Start building a small email list for market updates

None of this requires a huge budget. What it requires is consistency and patience.

Final Thoughts

Starting a real estate career can feel overwhelming, especially in the beginning when it seems like every other agent already has momentum.

But here’s the encouraging part….

The agents who are winning today are not necessarily the ones who started the earliest.

They’re the ones who show up consistently, share helpful information, and build real connections with their community.

If I were starting over in real estate in 2026, that’s exactly where I would focus my time.

Because in today’s world, the agents who become visible, helpful, and trustworthy online are the ones who eventually become the agents everyone remembers.

Kerry Lucasse

Kerry Lucasse is a seasoned real estate agent, team leader, and marketing mentor with nearly 20 years of experience in the industry. She has built and led top-producing real estate teams, generated thousands of online leads, and helped agents create scalable, long-term businesses. Along the way, she’s earned industry recognition including eXp ICON Agent, Chairman’s Excellence Award, Rookie of the Year, and being part of the #1 real estate team in the U.S. Today, Kerry focuses on mentoring and educating agents through Building Better Agents, where she shares practical marketing strategies, lead-generation ideas, and real-world business advice to help agents build stronger brands, grow with confidence, and create lasting success in real estate.

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