3 Strategies for Creating a Market for YOU (Instead of Competing in One)

Let’s cut to the chase—if you’re a real estate agent or broker waiting for the market to "get better," you’re already behind.

The most successful agents?
They’re not chasing the market.
They’re creating one.

Yep, that’s the truth no one wants to say out loud. And in a time where listings are tight, buyers are cautious, and competition is louder than ever, this might just be the most important mindset shift you need to make.

Here’s how to flip the script and become the market your clients can’t stop talking about.

1. Be the Category of One

Most agents try to win by doing what everyone else is doing—just a little faster, louder, or cheaper. That’s a race to the bottom.

Instead: build your own lane.
Ask yourself:

• What am I the best in my market at?

• What unique perspective, background, or value do I bring?

• What kind of client do I absolutely love working with?

Start there. Then build your messaging, branding, and services around that uniqueness. Be the only option, not just another one.

Real example: One of my coaching clients stopped calling herself a “local expert” (like everyone else) and started positioning herself as the go-to for single moms buying their first home. She built guides, hosted webinars, and ran content just for them. Her market? It didn’t exist—until she created it.

2. Build Community, Not Just a Client List

People do business with people they trust—and the fastest way to build trust isn’t through polished scripts or gimmicky ads. It’s through connection.

Think beyond leads and start thinking tribe.

Here’s what that looks like:

• Host a local event for first-time buyers (or retirees or investors—whoever your niche is)

• Create a private Facebook group where you share market updates, answer questions, and go live once a week

• Feature local businesses in your content. Tag them. Show love. Become a connector

When people start seeing you as the hub, they’ll come to you when they’re ready—and bring their friends.

Remember: people follow people who bring people together.

3. Lead With Education, Not Just Offers

If you want to create your own market, you have to shift from selling to solving.

Be the person who makes the complex simple.

• Turn your FAQs into reels, carousels, or short YouTube clips.

• Write blog posts or newsletters with real advice (not fluff).

• Host free webinars or “Ask Me Anything” sessions.

When you show up as the local expert who gives value freely, you start attracting people before they even realize they’re ready to buy or sell.

And here’s the kicker: they won’t be comparing you to five other agents.
They’ll be saying, “You’re the only one I trust.”

Final Word: Stop Competing. Start Creating.

The old way of waiting around for the perfect listing or hoping for a lead to drop in your lap? That’s over.

The new way?
Craft a message, a mission, and a market around you.

Be the category of one. Build a community. Teach like a leader.

Because the agents who create their own market?
They’re not worried about the competition.

They are the competition.