In real estate, it takes more than talent to move from good to truly great. After decades in this business, I’ve come to believe that the very best agents consistently master three essential skills.
1. The Ability to Procure Business
First, you have to be a rainmaker. You must know how to generate business—through relationships, reputation, marketing, and staying visible in your community. Without clients, nothing else matters.
But here’s the truth: procuring business alone does not make a great agent. We’ve all encountered agents who do tremendous volume yet are difficult to work with. Deals become painful, cooperation suffers, and reputations follow.
2. Being a Skilled Realtor
Great agents operate with a professional service platform. They return calls. They follow up. They communicate clearly. They handle problems with integrity and always do the right thing for their clients.
These are the agents everyone enjoys doing business with. Ironically, many of them are sometimes underutilized because they are not as strong at procuring new business.
3. Contract Mastery
Finally, great agents know their contracts cold. They understand the language, the intent, and the protections inside every clause. When issues arise—as they always do—they can navigate the transaction calmly and competently.
But contract experts who don’t generate business rarely get to use this skill at the level they deserve.
Greatness in this business happens when all three come together:
- Procure the business
- Manage the relationship and service
- Master the contracts and transaction
When an agent becomes strong in all three, that’s when good becomes great.