I
n the scorching real estate market of Boise, Idaho, Callie Kelley's brokerage, Marathon Realty of Idaho, defied the odds by recording its best year ever in 2023 and surpassing it in 2024. Despite a 20% annual drop in home sales in October 2022, when mortgage rates doubled from their post-pandemic lows, Kelley attributes her success to a relentless focus on marketing through Zillow's Premier Agent program.

    Kelley's strategy has been paying off since she started using the platform eight years ago, generating over $500,000 in income during her first few years as an agent. Her goal was to reach a seven-figure salary, and with Zillow's help, she achieved it. In 2023, Kelley closed 71 transaction sides for $39.8 million in sales volume.

    However, not all agents have been able to adapt to the changing market conditions. Holly Maloney, an agent with eXp Realty in Cincinnati, Ohio, has taken a different approach by focusing on building strong relationships with clients and educating them about the current market. With low housing inventory and mortgage rate uncertainty, Maloney's strategy of being proactive and visible to her prospective buyers and sellers has paid off.

    Maloney's sphere of influence is key to her success, as she stays top of mind with people who "love and trust us." She generates a steady stream of referral business by communicating effectively with her clients and providing them with valuable information. Her strategies have led her to earn a top 10 ranking in Ohio after closing 94 sides in 2023.

    In Boston, Coldwell Banker Realty agent Rich Hornblower has taken a similar approach to generating business by being consistent and showcasing his value proposition. He educates buyers on what to expect from the market and makes sure they're putting in strong offers. His focus on making clients' experiences positive has created a strong referral pipeline.

    Hornblower's strategies have paid off, as he was the No. 2 ranked agent in Massachusetts in 2024 by transaction side count. He closed 105 sides for $33.7 million in sales volume in 2023. Kamil Andrukiewicz, an agent with New Haus Group in Connecticut, has also focused on educating clients about the current market and being proactive in helping sellers find new homes.

    Andrukiewicz's willingness to branch out of his core market and help clients find rentals or do home sale contingencies has helped him close 81 sides in 2023. His focus on staying in touch with past clients and keeping his lead pipeline flowing has also contributed to his success.

    In contrast, Blair White has concentrated his business solely to downtown Naples, Florida. After a pandemic-era boom, the housing market in Naples has cooled drastically, but White's business has remained strong. He attributes this to being a true expert in his market and focusing on treating clients well and making sure they're properly educated.

    White's straightforward strategy led him to the No. 6 rank by transaction side count in Naples after he recorded 36 sides and $35.5 million in sales volume in 2023. His advice to other agents is to keep it simple and do what you do best, as there is no single key to success in real estate.