The Silent Crisis Crushing Real Estate Agents in 2025
A real estate agent sits alone at her kitchen table at 11:47 PM, scrolling through a CRM system showing just 0.2% conversion on hundreds of online leads.
Across town, another agent ends his workday at 5:30 PM, reviewing his pipeline – 3 listing appointments tomorrow, 5 pending transactions, and 2 closings next week. He hasn’t paid for a single online lead in 6 months.
On a whiteboard in Kent Brown’s office, a simple tally mark system tracks his daily calls and the number of “no’s” received before getting to “yes.” Next to it, his own calculation: “Every call = $53 in commission.”
The Invisible Shift That’s Changing Everything
The real estate market of 2025 isn’t just challenging – it’s fundamentally different. What worked in 2022 is now actively failing agents across the country.
Traditional lead sources have collapsed to unsustainable levels. The average online lead platform now delivers a meager 0.2% conversion rate over 24 months. For agents still relying on these systems, the math is brutal – spending thousands monthly for what amounts to a handful of transactions yearly.
As Curtis Fenn, President of REDX, stated in Lab Coat Agent’s Real Estate Remix: “For so long people have been relying on these lead gen companies to supply them with a consistent pipeline of leads, and it’s just not working right now.”
But this market collapse hasn’t impacted everyone equally. A small percentage of agents have not only maintained their business but are actively growing in this environment.
The Hidden Numbers Powering Top Producers
Let’s look carefully at Kent Brown’s system in Utah. While most agents in his market struggle, his team has already surpassed last year’s production numbers.
His secret? A laser focus on two lead types from REDX that consistently deliver regardless of market conditions:
Expired Listings: 44% get relisted with a new agent, and 49% ultimately sell. These are motivated sellers who have already demonstrated clear intent to move.
For-Rent-By-Owners (FRBOs): 31.4% eventually decide to list their properties for sale, and when an agent effectively engages them, 61% of these listings sell through.
Kent’s approach is ruthlessly systematic. Every morning starts with expired listings – no exceptions. His goal: 10 quality conversations per hour. “Conversations is what makes you money, not the type of lead that you are prospecting,” he explains.
Most surprisingly, Kent tracks his rejection rate as a success metric. “For every call I make $53… I make $5,000 for every hour that I’m prospecting.” This isn’t motivational hype – it’s meticulously tracked data that guides his entire business.
That shift from “working the right leads” to focusing on having “more and better conversations” is what separates those who struggle to create predictable business, and those who know where their next lead is coming from.
If you’re wondering how to have better conversations, consider this 4 step model:
- Research and Prepare: knowing a little bit about each market before contact can go a long way.
- Initial contact: Know who you are contacting and why. If your goal is to get a listing appointment, know that before the call.
- Value Proposition Delivery: Be prepared to share how your expertise can outweigh the work of others.
- Follow Up System: Odds are, you won’t get the listing right away. So like Kent, Focus on instead just getting people to agree to a follow up call if its not the right time.
The Psychological Barrier Few Can Overcome
When facing the typical FRBO who insists they’ll never use an agent, most agents stumble into defensive explanations or give up entirely.
Kent Brown takes a completely different approach. Using carefully calibrated tonality, he remains calm and neutral: “That’s exactly why we need to get together.“
This response accomplishes something remarkable – it validates the seller’s feelings while simultaneously creating curiosity. There’s no argument, no desperation, just confident certainty.
But the most powerful weapon in Kent’s arsenal isn’t his script – it’s his confidence in what happens after the appointment is set. “If you wanna be good on the phones, be good at your listing presentation,” he advises.
This reveals the invisible barrier holding most agents back: subconscious fear of actually getting the appointment. If you’re not completely confident in your listing presentation, you’ll subtly sabotage your lead generation efforts.
The Uncomfortable Truth About Call Reluctance
Even Kent Brown, with his impressive track record, admits: “I don’t think that call reluctancy ever goes away. I still have it, honestly.“
His candid advice reveals the reality of building a sustainable business: “Have six months of savings in the bank before you go full-time into real estate and get on the phones… because it’s gonna take that long for the wins to start stacking up.“
Rachel Warrell took a different approach to this universal challenge, embracing the discomfort: “I love butterflies in my stomach. It reminds me that I’m doing something that’s going to bring challenges and that means it’s gonna be worth it for me.”
For those committed to mastering this critical skill, REDX offers a “Role Play Line” allowing agents to practice scripts and objection handling with live partners who won’t break character. Some agents even upload call transcripts to AI tools for detailed, unbiased feedback on their performance.
The ultimate goal isn’t eliminating discomfort – it’s building predictability. As Curtis Fenn emphasizes: “To have predictability in your business. No matter what the market is, if it’s predictable, it doesn’t feel stressful.“
This predictability is achieved through proactive prospecting on high-conversion lead types, confident objection handling, consistent email nurturing, and integrated digital tools. The formula isn’t complicated, but it requires uncommon discipline.
Rachel Warrell, despite having “almost 30 listings” and constant inbound calls, still makes cold calls “at least once a week” because: “You will get to the point if you are consistent… you are gonna get to the point where you don’t have to prospect, but you know, why not? Like, yeah. Why not go from 500 GCI to seven figure GCI?“
Take Control of Your Real Estate Future
Remember the two agents we started with? One staying up past midnight trying to salvage a failing lead system, the other confidently ending work at 5:30 with a full pipeline?
The difference isn’t market conditions, location, or luck. It’s a systematic approach to high-conversion prospecting that works in any market.
About REDX
REDX offers real estate professionals a complete all-in-one prospecting platform for generating listing appointments. The platform includes seller leads, a dialer with up to three lines, and a lead management tool for simple follow-up. REDX maintains the position that all agents should be compliant with state and federal telecom laws – learn more here.
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