A new survey of real estate professionals reveals a divided industry, with nearly half of agents optimistic about growing their client base in the coming year. However, this positive outlook is balanced by significant concerns about technology adoption, the quality of brokerage training, and long-term career stability, according to the inaugural Real Estate Survey of Trends by Kaplan Real Estate Education.
Key Takeaways
- Nearly half (48%) of real estate agents expect their client base to grow within the next six to 12 months.
- A significant portion of agents (46%) report not using artificial intelligence (AI) in their professional work.
- More than half of respondents (52%) believe traditional brokerages are failing to adequately prepare them for a technology-driven future.
- About one in four agents are considering leaving the industry, citing income instability, burnout, and economic uncertainty.
Agent Optimism Tempered by Market Competition
The survey indicates a strong sense of optimism regarding business growth. A notable 48% of participating agents project an increase in their client volume over the next six to 12 months. Another large group expects their business to remain stable, suggesting confidence in near-term market performance.
However, opinions are split when it comes to industry competition. The possibility of an economic downturn attracting more people to the real estate profession is a point of contention. Approximately one-third (32%) of agents expressed concern that a larger pool of professionals would make securing clients more difficult.
In contrast, a larger group of 41% reported they were not concerned about increased competition, while 27% remained unsure. This division highlights differing views on market saturation and individual ability to attract business in a potentially more crowded field.
A Changing Professional Landscape
The real estate industry often sees fluctuating numbers of licensed agents that correlate with economic cycles. During periods of economic uncertainty, some may enter the field seeking flexible work, while others may leave due to market volatility. This dynamic influences competition and agent sentiment.
The Technology Adoption Divide
Despite widespread discussion about the impact of artificial intelligence on various industries, its adoption within real estate appears to be slow. The Kaplan survey found that nearly half of agents, 46% to be exact, are not using AI tools in their professional capacity.
For the agents who have integrated AI into their workflow, the applications are primarily focused on marketing and administrative efficiency. The most common uses include:
- Generating social media content
- Drafting email marketing campaigns
- Assisting with administrative tasks
Brokerages Lagging in Tech Preparation
A critical finding from the survey points to a perceived failure by traditional brokerages to equip agents for the modern market. A majority of respondents, 52% in total, stated that brokerages are not adequately preparing them for a future increasingly shaped by technology.
This sentiment suggests a significant gap between the technological tools available and the training provided to agents on how to use them effectively for business growth and client service.
Toby Schifsky, vice president of Kaplan Real Estate Education, commented on the survey's findings, emphasizing the evolving demands on professionals.
“The real estate industry is changing faster than ever, fueled by innovation, rising consumer demands and fluctuating market conditions. Kaplan’s inaugural Real Estate Survey of Trends shows that success today requires more than passing exams — it demands continuous learning, market expertise, and strong client skills.”
Schifsky added that Kaplan is focused on providing agents with the necessary training to adapt. “We’re committed to giving agents the tools and training to leverage AI, generate leads, and thrive, helping them turn industry change into opportunity and sustainable career growth.”
Concerns Over Career Stability and Longevity
The survey also explored agents' long-term career plans, revealing a segment of the workforce that may be considering an exit. While a strong majority plan to remain in the industry, a notable portion expressed uncertainty.
According to the data, 42% of agents said they definitely plan to stay in real estate over the next three to five years, and another 35% indicated they probably would. This combines for 77% of agents who are likely to continue their careers.
However, this leaves approximately one-quarter of agents who are contemplating leaving the profession. The primary reasons cited for this uncertainty include:
- Income Instability: The commission-based nature of the job can lead to unpredictable earnings.
- Burnout: The demanding, always-on nature of the work contributes to professional fatigue.
- Economic Uncertainty: Broader economic conditions can significantly impact the housing market and agent income.
- Retirement: A portion of agents are nearing the end of their careers.
These findings underscore the pressures facing real estate professionals beyond the day-to-day tasks of buying and selling properties. The combination of market volatility, technological disruption, and personal financial risk contributes to a challenging career environment that requires resilience and continuous adaptation.
