The property market of 2025 presents unprecedented challenges. With Rightmove reporting a 32% increase in sellers switching agents to find buyers, and Zoopla data showing that buyers have a decade-high choice of homes, the landscape has never been more competitive. In this environment, the difference between thriving and merely surviving comes down to how agents adapt their approach.
Great estate agents understand that tough markets separate the exceptional from the ordinary. If you’re considering selling your property in these challenging conditions, it’s crucial to book a property valuation with an agent who demonstrates these winning characteristics that drive results when markets become difficult.
1. They Master Realistic Pricing from Day One
In a market where buyers have extensive choice and extended time to make decisions, pricing becomes the ultimate differentiator. Great agents don’t chase unrealistic vendor expectations—they educate them. With the average home sale currently being agreed at 3% below asking price according to Zoopla, exceptional agents use comprehensive market analysis to set prices that attract serious interest immediately.
They understand that overpricing in today’s market isn’t just counterproductive—it’s devastating. With properties taking an average of 59 days to secure a buyer according to Rightmove data, and some periods extending to 77 days, accurate initial pricing becomes critical for maintaining momentum and vendor confidence.
2. They Leverage Technology to Create Immersive Experiences
Outstanding agents recognise that 96% of buyers begin their home search online, making digital presentation paramount. They invest in professional photography, video walkthroughs, and 3D virtual tours that make properties stand out in crowded online marketplaces. Listings with video receive 403% more inquiries than those without, and properties with professional photos sell 32% faster.
Great agents go beyond basic listing requirements. They create compelling virtual experiences that allow buyers to form emotional connections before physical viewings, crucial in a market where buyers are more selective and time-conscious.
3. They Build and Maintain Robust Local Networks
While digital marketing dominates, exceptional agents understand that relationships remain the foundation of sustainable success. They actively cultivate referral networks, with many reporting that referrals generate their highest-quality leads. In challenging markets, these established relationships become even more valuable as trust and personal recommendations carry greater weight.
They maintain consistent communication with past clients, local professionals, and community contacts, ensuring they’re top-of-mind when opportunities arise. This relationship-focused approach provides resilience when market conditions become difficult.
4. They Communicate Proactively and Transparently
Great agents never leave clients wondering about market conditions or their property’s performance. They provide regular, detailed updates that include specific market data, comparable sales, and adjustment strategies. This transparency builds trust and prevents the client uncertainty that often leads to agent switches.
They educate clients about current market realities rather than making unrealistic promises. By setting appropriate expectations and providing clear reasoning for their strategies, they maintain client confidence even when markets become challenging.
5. They Adapt Marketing Strategies to Market Conditions
Exceptional agents recognise that strategies effective in seller’s markets require significant modification when conditions shift. They increase marketing intensity, expand their promotional channels, and adjust their messaging to address buyer concerns and motivations specific to current conditions.
They utilise social media strategically, with 82% of real estate businesses now using social platforms for marketing. Great agents create engaging content that positions them as market experts while showcasing properties effectively across multiple platforms.
6. They Focus on Qualifying Buyers Rigorously
In markets with extended sales cycles, great agents invest significant effort in properly qualifying potential buyers. They understand that showing properties to unqualified viewers wastes everyone’s time and can damage vendor confidence.
They verify financial capability, understand buyer timelines, and ensure that viewing requests represent genuine purchase interest. This careful qualification process improves the quality of feedback and increases the likelihood of successful negotiations.
7. They Provide Exceptional Customer Service Consistently
Outstanding agents understand that tough markets amplify the importance of service quality. They respond to inquiries promptly, provide detailed property information, and ensure that every interaction reflects professionalism and market expertise.
They utilise technology like AI-powered chatbots to provide 24/7 availability while maintaining personal touch for important communications. This combination of efficiency and personal attention sets them apart from competitors who may reduce service levels during challenging periods.
8. They Stay Informed and Share Market Intelligence
Great agents position themselves as market experts by staying current with local trends, economic factors, and regulatory changes affecting their area. They share this knowledge with clients through regular market updates, blog posts, and social media content that demonstrates their expertise.
They understand that informed clients make better decisions and are more likely to trust their agent’s guidance during difficult negotiations or market adjustments.
9. They Embrace Data-Driven Decision Making
Exceptional agents use comprehensive data analysis to guide their strategies rather than relying on intuition alone. They track key performance metrics, analyse market trends, and adjust their approaches based on measurable results.
They understand that in competitive markets, every decision must be supported by solid evidence. This analytical approach helps them identify opportunities others miss and position properties more effectively.
10. They Remain Persistent and Solution-Focused
Perhaps most importantly, great agents maintain optimism and persistence when markets become challenging. Rather than making excuses or lowering their standards, they increase their efforts and find creative solutions to overcome obstacles.
They view tough markets as opportunities to demonstrate their value and build stronger client relationships. This positive attitude and problem-solving focus often leads to better outcomes even in difficult conditions.
The Technology Edge: AI and Automation
Forward-thinking agents are embracing AI tools to streamline operations and enhance client service. From automated lead management to AI-powered content creation, these technologies allow agents to focus on high-value activities like negotiations and relationship building while maintaining consistent market presence.
Great agents understand that technology should enhance rather than replace personal service, using these tools to become more efficient and responsive to client needs.
Local Market Expertise: The Ultimate Differentiator
In challenging markets, local knowledge becomes even more valuable. Great agents understand micro-market conditions, neighbourhood trends, and local factors that affect property values. They use this knowledge to position properties effectively and provide clients with insights that generic market reports cannot deliver.
They develop specialised expertise in their geographic areas, becoming the go-to resource for both buyers and sellers seeking local market intelligence.
Building Long-Term Success
The most successful agents view tough markets as opportunities to build long-term competitive advantages. They invest in their skills, expand their networks, and refine their processes during challenging periods, positioning themselves for greater success when conditions improve.
They understand that markets are cyclical, and the relationships and reputation built during difficult times become the foundation for future growth.
Conclusion: Excellence Under Pressure
Tough markets reveal the true quality of estate agents. While average agents struggle with challenging conditions, great agents thrive by adapting their strategies, enhancing their services, and maintaining their commitment to client success.
The agents who demonstrate these ten characteristics don’t just survive difficult markets—they use them as opportunities to distance themselves from competitors and build stronger, more sustainable businesses. In 2025’s challenging environment, these are the agents who continue to achieve results while others make excuses.
For property owners navigating these conditions, partnering with an agent who demonstrates these qualities isn’t just preferable—it’s essential for achieving successful outcomes in today’s demanding market environment.