Asian business partners working on a digital tablet and laptop computer in the office.

Prioritizing referrals and high-value prospects, while trimming inefficiencies, can boost closings and protect margins.

NEW YORK — Real estate professionals may be able to grow profitability by refining existing business practices rather than simply increasing lead volume.

By prioritizing direct customer conversations, improving conversion rates and strengthening repeat and referral pipelines, agents can fast-track positive changes.

The National Association of Realtors® said agents who meet customers face-to-face first earn the home listing up to 80% of the time. At the same time, agents should focus on previous customers, friends and acquaintance to increase conversions, as 55% of closed transactions come from referrals.

Agents can also shift their focus toward higher-value deals or add complementary niches, such as first-time buyers, relocating people or luxury markets, to increase revenue without requiring a larger workload.

Other ideas include reducing inefficiencies, such as spending time on low-value tasks, maintaining unused subscriptions or pursuing unqualified prospects, to protect margins and reduce waste.

Delegating routine work, evaluating expenses regularly, and focusing on customers most likely to transact can improve both time management and overall performance. Finally, emotional discipline ensures that negotiations are clean and relationships are intact, as long-term income relies on reputation, not a single transaction.

“Add one meaningful revenue activity and remove one consistent drain. You don’t need a dramatic overhaul. Instead, just changing a few simple things can make a big difference. Profit can grow from both expansion and cutting back. The professionals who thrive in this business have learned to do both,” Bernice Ross said in Inman.

Source: Inman (03/11/26) Ross, Bernice

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Small Fixes That Can Boost Agent Profits