As rising consumer expectations reshape real estate, agents must adapt quickly or risk being outperformed before they even get a career break, as technology and AI accelerate the shift. Here is how to succeed in an ever-changing market.
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In a market increasingly driven by client expectations, changing economic conditions, and technology, consistency, structure, and authentic connections are the key to breaking into real estate in 2026.
This year, recent rate rises and investor tax reforms have reshaped the market as buyers become more selective and sellers seek out knowledgeable and trusted agents.
According to Raine & Horne’s head of network performance, Celeste Kopps, the industry has been moving increasingly fast, with new technological developments leading to automation and new ways of lead generation.
Kopps said in 2026, agents needed to understand how to balance technology expectations and the need for genuine connections, differentiating themselves by focusing on relationships.
To build momentum in their first 12 months, she also said real estate professionals should maintain a structure from the get-go, being consistent with their daily routine without faltering.
“It’s about, how do we evolve? It’s not just how people grow quickly, but how they build the careers that actually last because they’re two different things,” she said.
Relationships at the forefront of the industry
Despite all of the noise of the fast-paced real estate industry, Kopps said it was ultimately still about relationships and building actual connections.
“All the things that we have at our fingertips in today’s industry are great, but it doesn’t help you build a relationship with the people out there, it just helps you do your job a lot more efficiently,” she said.
“We still need to connect because once you connect with somebody and you build, it helps with all the long-term success that filters through the real estate career.”
Kopps said that agents can use relationship building as their key point of difference, given that many professionals neglect to prioritise establishing connections with prospective clients.
“Consider, what is your differentiator as an agent? Are you just there because you are just about getting the listing and moving on?”
“It comes down to relationships, because if people know you like you and trust you, that’s who they’re going to go with.”
All too often, Kopps said she had seen real estate professionals neglect the relationship aspect and fail to nurture their databases as they were only focused on the end result.
She said constant communication was vital, noting that when conversations became a little bit harder, some agents had a tendency to push them to the side rather than dealing with them.
“Agents come into this industry and think that it’s all about getting the next listing, but once that happens, they don’t keep that consistency where they stay in touch with the buyers,” she said.
“That’s basically the work that goes into becoming a really good agent, because if you have that foundation, then that’s going to get you in the doors.”
Technologic edge
Given the importance of genuine connections in real estate, Kopps said agents in 2026 needed to navigate the use of artificial intelligence (AI), social media, and customer relationship management (CRM) systems in a way that fostered authentic relationships.
According to Kopps, the role of technology should be to support the fundamentals of success and build relationships, rather than replacing them.
“The agents who achieve long-term success are the ones who use technology to create more time for conversations, relationship building, and customer service,” she said.
“The tools matter, but it’s what you do with the extra time and visibility that creates and drives results.”
To create more time for the tasks that really matter, Kopps said agents could use CRMs to stay on top of their buyer follow-ups, vendor communication, and database management.
“If we’re talking about AI, it can assist with content creation, market insights, and administrative tasks, and social media can help build visibility and credibility in your local market,” she said.
Consistency and mentorship
To maintain ongoing momentum in their first year, Kopp said agents needed to have good habits in place, write a weekly and daily plan, and prioritise setting goals.
Kopps said that every agent had their good days and bad days, reflecting on how, when she first began 20 years ago, there were months where she wouldn’t get any listings.
“If you’re just going, oh, this is too hard, I’m not going to do anything. I’m not going to call, I’m not going to prospect because it’s just too hard, then it won’t come,” she said.
“Forget about all the noise that’s happening. It’s about building your structure and having that consistency within the early stages of your career. And if we can’t do that, then it makes it a bit harder to keep going.”
Kopps also emphasised the importance that a supportive team played in the role of an agent’s initial growth, helping newcomers to stay motivated and keep on track.
“You want to have leaders that are encouraging you along the way, and the people that are around you, they matter, especially more than most agents realise these days,” she said.
Kopps said that while some agents may be extremely diligent and work hard, they could still easily become stuck and lose sight of their goals, making it pivotal to have encouraging colleagues backing them.
“Good leadership, strong environments, they don’t remove the hard work – they just make sure that when you’re building momentum, it’s not creating exhaustion,” Kopps said.
“You are basically able to focus, motivate, and you’re basically having correct behaviours all along the way, and it helps you build confidence as well,” she concluded.
Interested in becoming a real estate or buyer’s agent? Join REB’s New Agent Academy
One of the industry’s key education and networking events, it connects early-career agents with some of Australia’s top performers, offering real-world insights to help fast-track your success.
Whether you’re breaking into the industry, building momentum in your first few years, or looking to sharpen your edge in a competitive market, the academy is designed to give you the tools to get ahead.
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