Why the Best Agents Aren’t Always the Top Earners (and How to Change That)
Too often, we encounter exceptional real estate agents whose income simply does not reflect their expertise.
This begs the question: What separates the industry’s top earners from the rest of the pack? Why do some agents catapult to the top of their markets while others stagnate?
Let us start by saying that it’s not luck. And interestingly, it’s not purely about skill.
Owning the real estate industry comes down to two things: marketing and visibility.
And that’s why, if you’re not marketing your services effectively, you’ll keep hitting the ceiling — even if you’re the most talented agent on the planet.
This might come as a shock, particularly if you’re a hardworking, driven entrepreneur. People with a strong work ethic naturally assume that top earners are exceptional real estate agents who are fantastic at what they do.
In a perfect world, yes. But this is not a perfect world.
The reality is that skills get you results, but marketing gets you opportunities to create those results. Income follows marketing, not necessarily mastery.
So, if you’re a powerhouse realtor whose sales have plateaued at $5M a year, just know: We see you. We know you’re doing all the “right” things and are still struggling to break through.
It’s the worst kind of purgatory — but you don’t have to stay there.
Yours is a marketing issue, not a talent issue. We know you’re doing everything you can to help your clients; you just need more of them.
And that’s 100% achievable.
How do we know? Because our clients consistently experience success with the Platform Marketing strategy. Take Charlie Tiffany, for example:
Charlie put his nose to the grindstone for years, doing everything he could to improve his real estate skills. But it wasn’t until 2023, when he decided to partner with us and focus on his marketing, that he started making waves in his community.
It took Charlie about six months, but he began to see the real-world effects of his strengthened brand. Strangers started approaching him just to say, “Hey, your posts are awesome.” He gained visibility, local credibility, and even an assistant to help him with daily tasks.
Charlie is thriving — and he’s one of many. Because it’s not magic; it’s marketing.
And what does good marketing entail? Our track record shows that it’s pretty straightforward:
1. Consistent content creation and sharing
2. A hyper-local focus
3. Authenticity (i.e., your real, human personality)
Together, these create the leverage you need to stop spinning your wheels and start attracting more buyers and sellers.
Does it take time? Absolutely — usually between six and 12 months. That’s because:
1. Leads have their own buying timelines. (For instance, a March lead might not move until July.)
2. Leads need to see enough of your content to feel that they know and can trust you with something as important as buying or selling a home.
You can’t control #1, but you can control #2.
While other realtors are spamming inboxes with automated emails and messages, you must choose to be among the few who know how to market well. You need to be willing to create content that appeals to your community and then set up regular retargeting ads.
This is how you stay top-of-mind without being pushy or “salesy.” And it’s the missing link in most agents’ strategies.
At Platform, we’re all about regular posting and retargeting — because it works. We see many agents double their GCI within one year. Not because they’re “hacking the system,” but because people genuinely love their content.
The truth? You don’t need more leads. You need better marketing. The kind that earns trust over time.
So, if you’re a great real estate agent who’s stuck at $5M a year, let’s talk.
To be clear, we’re not going to tell you how to reinvent yourself. We’re simply going to make sure that your marketing reflects who you are: a go-getter who wants to help people score their dream homes.