How 2025 Can Guide 2026 Planning
A look back at 2025 market conditions and consumer trends is helping agents identify what worked, what didn’t and how to approach their 2026 business plans.
NEW YORK — Real estate professionals preparing for 2026 are taking a closer look at what truly shaped their business in 2025.
Rainy Hake Austin, a brokerage leader at The Agency, said agents who review the past year are better prepared for the future.
“The clarity you gain in that reflection will be worth more than any resolution you make without it,” he said in HousingWire. “Sustainable success isn’t about working harder. It’s about working smarter, with intention and insight guiding every decision.”
Slower sales, hesitant sellers and high borrowing costs made the year difficult to navigate. Agents who stayed steady were the ones who relied on consistent communication, stronger branding and relationship-driven service.
Shifts in buyer and seller demographics added another layer, with first-time buyers trending older and more long-time owners beginning to downsize. Those changes required agents to operate with more guidance and perspective, not just transaction support.
As agents assess the past year, many are examining which customers led to referrals, which marketing efforts produced meaningful results and where time was spent without a clear return.
Lifestyle priorities such as wellness, smart-home features and sustainability also played a larger role in shaping interest, prompting agents to reconsider how they position their listings.
This kind of honest review is helping inform more intentional planning for 2026, with a focus on refined client experiences, selective use of technology, and partnerships that offer practical value.
Source: HousingWire (12/01/25) Hake Austin, Rainy
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