Where Should Real Estate Agents Focus When the Market Slows? Your Existing Network.

When the market slows and interest rates rise, the noise gets louder. Agents start chasing every shiny object—TikTok trends (you actually don’t know how to Crip walk, lol), the next overpriced lead gen platform, the “magic script” someone’s selling in a webinar. But here’s the truth: in uncertain markets, your most valuable asset isn’t something new. It’s something you already have—your CRM.

The Neglected Foundation of Your Business

Your CRM is the neglected foundation of your business “house.” It holds your referrals, your warm leads, your repeat business—everything you’ve built over the years. And yet, when business slows down, it’s often the last place agents think to invest time. That’s a mistake.

Get Your House in Order

First step: Make sure every contact in your CRM is categorized properly. Get rid of the spam contacts that automatically get saved. Who are your past buyers and sellers? Are their addresses up to date? Who are your investors? Who’s actively searching and who’s just starting to think about it? How are your tags? If you don’t know, you’re not operating strategically. Notes, tags, birthdays, home anniversaries—if you’re not tracking it, you can’t build real relationships.

Don’t Forget your Socials

Next, audit your social networks—yes, that includes Facebook. Most agents have hundreds, even thousands of connections they’ve never leveraged. This is your moment. Go through your Facebook friends list and reach out to every single person individually. Ask if they’d like to be added to your real estate and design newsletter, for example. Let them know you’re a resource, not a sales pitch. If someone doesn’t want to receive your updates—great. Cull that list down to the people who do want to hear from you. A high-quality, engaged audience is far more powerful than a bloated, silent one.

Outreach is In Your Control

Don’t stop there. Pick up the phone. Send voice notes. Record personalized video messages. People are craving connection, and most agents aren’t providing it. The agent who takes the time to show up now, in a thoughtful, value-driven way, is the one who will get the call when it’s time to transact. Start with 10 per day. Be disciplined about it!

Don’t Outsource Your Voice

And yes, your content matters. Speak directly to the people in your CRM. Have one message for past clients, one message for your friends from high school to generate referrals. Be the expert. Use ChatGPT for ideas, but don’t have it write your message. Only YOU can resonate personally.

Your Network is Your Advantage

Slow markets separate the professionals from the opportunists. Read that again! If you treat your CRM like the living, breathing asset it is, you’ll emerge from this cycle with deeper trust, stronger relationships, and a business that’s ready to scale when the market picks up again—which it always does. You might even find some people ready to have a conversation about moving right now.

This isn’t the time to retreat. It’s the time to reconnect. Your CRM is the business.

— Courtney Poulos is a broker/owner and the creator & coach of The Acme Method.