The Five Things Every Agent Should Focus On

By Greg Harrelson

Greg Harrelson is the founder and leader of the largest Century 21 offices on the East Coast. With offices located throughout South and North Carolina, Greg coaches the top real estate talent in the Carolinas and also founded Real Estate Sales Solutions which has coaching programs like the Agent Success Academy.

If I lost everything today and had to start my real estate career from scratch, I’d still be confident I could build a six-figure business in less than twelve months. Why? Because after decades in this industry, I know what actually moves the needle, and it’s not fancy marketing, it’s not luck, and it’s not waiting around for leads to fall into your lap.

Too many agents waste years spinning their wheels because they don’t know where to focus their energy. If I were dropped into a new market tomorrow with no name, no database, and no past clients, here’s exactly what I’d do to get back on top quickly.

1. Conversations come first. The very first thing you need to understand is that success in real estate is built on conversations. The more people you speak with every day about real estate, the more opportunities you’ll create.

If I were starting fresh, I would commit to a non-negotiable daily routine of prospecting. That means reaching out to your database, calling around listings, networking with local businesses, and using social media to create awareness. A new agent should set a goal of 20 to 30 real estate conversations per day. That one discipline alone will separate you from ninety percent of the agents in your market.

2. Build your personal brand early. The second thing I’d do is focus on building a personal brand from day one. Don’t wait until you’re established to start putting yourself out there. Use video, write market updates, and share educational content online.

Agents who win in today’s environment are those who establish themselves as trusted sources of information. When people think about buying or selling in your area, you want them to think about you first. That doesn’t require big production value; it requires consistency.

3. Put simple systems in place. When I started, I didn’t understand the importance of having systems in place, and I wasted time reinventing the wheel every day. If I had to start over now, I’d put simple, repeatable processes in place immediately– a CRM to manage contacts and follow-ups, a clear schedule to guide my day, and templates for communication.

Systems give you structure, and structure gives you freedom. It keeps you from being a “busy” agent and helps you become a productive one.

4. Commit to real training. Too many agents try to wing it, but this business isn’t about reinventing real estate. It’s about mastering proven scripts, strategies, and models that work. I’d plug into a team or environment where I could get coaching, role-play daily, and sharpen my skills. The faster you become competent, the faster you build confidence, and the faster you build confidence, the more clients you convert.

5. Maintain the right mindset. I’d keep my mindset locked in on the long game. Most agents get discouraged when results do not come right away, but when you stay consistent with conversations, content, systems, and training, the business starts to build on itself.

Your first 90 days may feel like planting seeds, but in months four, five, and six, you start to see the results. The agents who stick to the plan and push through that early stage are the ones who build momentum that never stops.

So if I had to start all over today, that’s the exact path I’d take: conversations, brand, systems, training, and mindset. It’s not glamorous, but it works. I know because these are the same foundations I still rely on to this day, and it’s how I’ve helped build one of the most productive teams in the country. The truth is, anyone can replicate this if they’re willing to put in the work. The question is: are you ready to?