In the competitive world of real estate, success is far from guaranteed. In fact, a staggering 99% of realtors struggle financially, while only the top 1% dominate the market and reap the rewards. If you've ever wondered why this is the case, and what it takes to break into that elite group, this comprehensive guide is for you. Inspired by insights from Liftoff Agent’s expert real estate marketing strategies, we’ll break down the harsh realities and practical steps you need to take to avoid being part of the 99% who are broke.

Whether you’re a new agent just starting out or a seasoned professional looking to revitalize your approach, understanding these key concepts will help you build a thriving, sustainable real estate business. Let’s dive deep into the six essential strategies that can transform your real estate career and set you apart from the crowd.

Table of Contents

• Defining Your Avatar: Who Are You Really Serving?
• Building a Personal Brand That Converts
• Creating Guides and Resources for Buyers & Sellers
• Intake Forms & Processes That Filter Time-Wasters
• Educating Clients for Maximum Trust
• Setting Clear Expectations & Calendars
• The Bonus Strategy: Leveraging a YouTube Channel
• Putting It All Together: Take Action and Believe in Your Success
• FAQs on Why 99% of Realtors are Broke

Defining Your Avatar: Who Are You Really Serving?

One of the biggest mistakes new real estate agents make is not clearly defining their target client — their “avatar.” When you jump into the business, you might be tempted to cast a wide net, focusing on your sphere of influence like friends, family, and past colleagues. While this is a good start, it’s not enough to build a sustainable, profitable business.

Instead, you need to get very specific about who your ideal client is. Write down detailed characteristics of your perfect buyer or seller. What do they look like? What motivates them to buy or sell? Why would they choose to work with you over anyone else?

By clarifying your avatar, you create a laser-focused approach that helps you attract dream clients — those you actually enjoy working with, trust, and who appreciate your expertise. Imagine working with clients you like so much that you could even go on vacation with them! That’s the kind of relationship that fuels long-term success.

On the flip side, if you’re constantly firefighting with difficult clients who drain your energy, it’s likely you’re stuck in the 99% of agents who struggle financially. Defining your avatar is the first step to changing that narrative.

Building a Personal Brand That Converts

Once you have your avatar defined, the next step is to build a personal brand that resonates with that audience. Your brand is more than just a logo or a catchy tagline; it’s the story you tell about who you are, what you stand for, and how you add value to your clients’ lives.

Take Instagram stories, for example. The successful agents I’ve worked with, including myself, have built their brand by sharing authentic glimpses into their daily lives — from showing their cars and travels to introducing their families and behind-the-scenes moments. This kind of storytelling builds trust and creates emotional connections that attract your ideal clients on autopilot.

Your brand should be a mix of education, entertainment, and value. Share tips, market updates, success stories, and even personal milestones. This consistent presence not only builds credibility but also keeps you top of mind when someone is ready to buy or sell.

Creating Guides and Resources for Buyers & Sellers

After defining your avatar and building your brand, you need to establish yourself as a guide throughout the real estate process. Buying or selling a home can be overwhelming, especially for first-timers, so your role is to make the journey smooth and confident for your clients.

This means developing helpful guides, videos, and resources that walk buyers and sellers through each step. For example, some agents specialize in relocation services, guiding clients not just through transactions but through the entire moving experience — like what it’s like to live in Dallas, Texas.

Think about how you can guide your clients digitally: through your website, downloadable buyer’s guides, intake forms, testimonials, and YouTube videos. These resources allow prospects to educate themselves and feel more secure in choosing you as their agent.

Imagine sending a direct message (DM) on Instagram, and instead of scrambling to answer questions on the spot, you send a link to a detailed guide or video that answers those questions. This seamless guidance builds trust and positions you as the expert.

Intake Forms & Processes That Filter Time-Wasters

One of the biggest challenges agents face is managing inquiries from potential clients who aren’t serious or don’t follow through. This is where intake forms and standard operating procedures (SOPs) come into play.

When someone reaches out via DM, email, text, or phone call, instead of immediately jumping into lengthy conversations, direct them to fill out an intake form. This form can gather essential information such as budget, referral source, buying timeline, and whether they’re paying for leads.

Why is this important? Because clients who can follow a simple process like filling out a form are usually easier to work with. On the other hand, if they can’t complete the form or don’t respond after a follow-up, it’s a red flag that they may not be ready or serious. In those cases, it’s okay to politely move on and focus on clients who respect your time and process.

Having a clear intake process also boosts your confidence as an agent. You’re not wasting time chasing leads that won’t convert, and clients feel more assured because they know exactly what to expect.

Educating Clients for Maximum Trust

Education is a powerful tool in real estate. After building your brand, defining your avatar, creating guides, and setting up intake forms, your next step is to focus on educating your clients thoroughly.

Clients want to work with agents who clearly explain the buying and selling process. This means breaking down what happens at each stage, what decisions need to be made, and what clients can expect from you as their agent.

For example, some agents use platforms like Chat GPT or customized websites that offer videos, downloadable guides, reviews, and even home search tools. This multi-channel approach empowers clients to learn at their own pace and builds trust in your expertise.

When clients feel educated and informed, they’re more likely to move forward confidently, refer you to others, and become repeat clients. Education is not just about sharing information — it’s about creating a relationship built on trust and transparency.

Setting Clear Expectations & Calendars

One of the most overlooked aspects of real estate success is setting clear expectations for your clients. Buying or selling a home is often the biggest financial decision in someone’s life, and it can be intimidating if they don’t know what to expect.

To help your clients win, you need to line up the entire process from start to finish. This includes having a clear calendar or timeline that outlines every step — from initial consultation to closing day. This calendar doesn’t have to have exact dates but should provide a general roadmap of the 30, 60, or 90-day process.

When clients know what’s coming next, they feel more confident and less likely to stress or call you repeatedly for updates. I personally wish I had this kind of calendar when I was selling my home in California — it would have saved me countless calls and anxiety.

On the buy side, this can include steps like pre-approval, home tours, offer submission, inspection, appraisal, and closing. On the sell side, it covers listing, marketing, showings, offers, and negotiations. Having this process clearly mapped out sets you apart as a professional who respects your clients’ time and emotions.

The Bonus Strategy: Leveraging a YouTube Channel

Here’s a bonus tip for those who want to go above and beyond: start a YouTube channel tailored to your real estate business. YouTube is an incredibly powerful platform for real estate agents to showcase their expertise, provide valuable content, and attract ideal clients.

By creating videos about neighborhoods, price points, market trends, and client testimonials, you build a content library that prospects can browse anytime. Organize your videos into playlists such as buyer guides, seller tips, and relocation advice. This not only helps your clients but also feeds directly into your website, creating a seamless digital experience.

For example, one of my clients, Aundrea Dudik, has a YouTube channel full of easy-to-watch videos about living in Central Texas. Her playlists help buyers and sellers quickly find the information they need, which builds trust and positions her as the go-to agent in her area.

Remember, the top 10% of realtors who dominate the market use technology and content marketing to automate their business and scale their success. A YouTube channel is a fantastic way to join their ranks.

Putting It All Together: Take Action and Believe in Your Success

So, why are 99% of realtors broke? It boils down to a few critical factors: lack of focus, unclear goals, overthinking, feeling undeserving, and failing to capitalize on small wins that compound over time. The good news is, you can break this cycle by applying the strategies outlined above — defining your avatar, building a brand, guiding clients, using intake forms, educating thoroughly, setting clear expectations, and leveraging digital tools like YouTube.

Action is the ultimate game-changer. Don’t just watch or read about these strategies — implement them. Write down exactly what you want from your business and personal life, believe you deserve success, and focus on the small wins every day. These small victories will add up to big results.

To help you get started, I’m offering several free guides that complement everything discussed here:

• 10 Game changing Tools for Your Website – Essential tech to elevate your online presence.
• Beginner’s Guide to YouTube for Real Estate Agents – How to create and grow your channel.
• Automate Your Business A to Z – Use technology to save time and increase productivity.
• Website Experience & Client Relocation Process – Streamline buyer and seller journeys.
• Ultimate Client Roadmap – A step-by-step guide to managing client relationships.

Download these resources, put what you learn into practice, and watch your real estate business take off. Remember, the top 10% of agents earn 90% of the business — don’t settle for less. Take control of your future today! Access our FREE resources here.

FAQs on Why 99% of Realtors are Broke

Why are most realtors broke despite working hard?

Most realtors lack focus, clear goals, and a strategic approach. Without defining a target client (avatar), building a brand, and using systems like intake forms and educational content, agents waste time and struggle to convert leads into clients.

What is an avatar, and why is it important?

An avatar is a detailed profile of your ideal client. Knowing exactly who you want to serve helps you tailor your marketing, build stronger relationships, and attract clients that are a good fit for your business.

How can I build a personal brand as a real estate agent?

Share your authentic story regularly on platforms like Instagram and YouTube. Show your lifestyle, successes, and behind-the-scenes moments. Combine education, entertainment, and value to connect emotionally with your audience.

What role do intake forms play in real estate?

Intake forms help filter serious clients from time-wasters by collecting essential information upfront. They also set expectations and make it easier for you to manage leads efficiently.

How can I educate my clients effectively?

Create guides, videos, and resources that explain the buying and selling process clearly. Use websites and digital tools to provide information that clients can access anytime, building their confidence and trust in you.

Why should I set clear expectations with a timeline or calendar?

Real estate transactions can be complex and stressful. Providing a clear timeline helps clients understand what to expect, reduces anxiety, and minimizes repetitive calls or questions, improving the overall experience.

Is a YouTube channel really necessary for real estate agents?

While not mandatory, a YouTube channel is a powerful tool to showcase your expertise, attract ideal clients, and automate lead generation. It helps you stand out in a crowded market and builds long-term trust.

How do I start applying these strategies?

Begin by defining your avatar and setting clear goals. Then build your brand and create educational content. Implement intake forms and set clear processes for client interactions. Finally, leverage technology like YouTube and websites to automate and scale your efforts.

Remember, success in real estate isn’t about working harder; it’s about working smarter and focusing on what truly moves the needle.