Video not loading? Click here to watch it on YouTube!
If you’re watching the market slowdown and feeling your anxiety rise with each passing day without a new client, I need you to pause.
Take a breath.
And completely shift how you’re thinking about your real estate business.
I’ve seen too many agents paralyzed by market conditions, waiting for things to “get better” before they take action.
One day you’re hearing about interest rates rising, the next day about inventory shortages, and there you are—stuck in limbo, watching your savings dwindle while you “wait out the storm.”
But what if I told you there’s a better way? A path to creating your own momentum that has nothing to do with what the market is doing?
Let me walk you through how creating your own market changed everything for my business — and how it can transform yours too.
The Problem: Waiting for the Market Is a Recipe for Failure
Let’s get real about something.
The market doesn’t care about your bills.
While you’re sitting around waiting for conditions to improve, your expenses aren’t waiting.
Your mortgage payment, your car note, your kids’ needs—they’re all still due on time.
When agents tell me, “I’m just waiting for the market to pick back up,” I immediately recognize the problem.
They’ve surrendered their power to external circumstances they can’t control.
I had a coaching client who spent three months “waiting for the market to improve” before making any moves.
During that time, she made zero income while other agents in her area were still closing deals.
Her perception didn’t match reality because she was operating from a position of fear rather than opportunity.
The truth is, relying on market conditions to dictate your success is like waiting for perfect weather before you start building a house.
Some days it might rain, but you can still get work done!
The Solution: Create Your Own Market Through Intentional Action
I love what Maya Angelou said: “You can’t use up creativity. The more you use, the more you have.”
When I first started as a real estate agent, I fell into this trap too.
I was working sporadically, constantly stressed about when my next commission check would come in, and blaming the market for my struggles.
Then I realized something that changed everything: The market is the market and it’s going to have ups and downs.
It always has and it always will.
As Ecclesiastes says, “There’s a time and season for everything under the sun.”
The question isn’t whether the market is good or bad.
The question is: Do you know how to run your business in ALL market conditions?
That’s when I developed my three-step process for creating my own market.
And let me tell you—it transformed everything.
I stopped feeling like a victim of circumstance and started seeing opportunities everywhere.
As I always tell my coaching clients: You don’t follow the market, you create it.
But you can only do that when you take intentional action.
Three Essential Steps to Create Your Own Real Estate Market
If you’re serious about becoming the CEO of your real estate business and not just another agent waiting for perfect conditions, here are the three steps you need to implement today:
1. Stop Waiting for the Market to Improve
This is about mindset.
The market isn’t your boss—you are!
We need to shift from “this is happening to me” to “what can I make happen?”
When the traditional listing market slowed down, I didn’t just sit around complaining.
I pivoted to investors.
Why? Because when prices drop, investors rise up.
So now I’m creating a market for investors even though I’m traditionally a listing-focused agent.
What does this look like in practice?
Instead of chasing $40,000 commissions from million-dollar listings that aren’t moving, I’m focusing on volume with wholesale deals, foreclosures, and off-market properties.
Four deals at $10,000 equals the same $40,000—but they close faster and with less hassle.
Real talk: While other agents are sitting around waiting for the market to improve, their bills are piling up.
Don’t let that be you.
Create your own momentum regardless of what the market is doing.
2. Get Loud, Get Visible, Get Valuable
This is the time to double down on your visibility.
When the market is slow, many agents go into hiding.
Do the opposite!
I’ve been creating reels every day and going live regularly.
Why? Because while it’s slow, I have an opportunity to show up and demonstrate my value.
This is the perfect time to focus on education-based marketing, storytelling, and building trust online.
Share market updates, community videos, buyer tips, seller tips, and testimonials.
Show people how you’re pivoting with the market.
Demonstrate your versatility and adaptability.
Here’s the thing—people may not be ready to buy or sell right now, but they are watching you.
Be the one who builds trust, validity, and value during the quiet times so that when they are ready, you’re the obvious choice.
I want people to think, “Who else would I go to besides Cheesette?”
That’s the level of trust and recognition you should be building right now while you have the time.
3. Make the Market Come to You
This is about proactive lead generation.
You don’t have to cold call, but you do need to connect.
With a slower market, “cold calls” become “follow-up calls”—and that’s perfectly fine!
DM people who engage with your content.
Host in-person events.
Run targeted ads.
Send personalized video messages.
Build a lead magnet or funnel that works while you sleep.
Don’t wait to be chosen—position yourself as the only logical option.
Get everyone into some type of magnet or funnel system that keeps you top of mind.
Think outside the box!
For example, if you’re in Tampa and you know people from Phoenix are relocating there, run targeted ads in Phoenix.
Every market has people moving—the question is: do they know you exist?
How These Steps Transform Your Client Conversations
When you implement these three steps, your entire approach to client conversations changes.
Before, you might have said things like: “Let’s wait until the market picks up before we list your home.” “Interest rates are too high right now, maybe we should wait.” “The market is really slow these days.”
But with this new approach, you’ll say: “While others are waiting, we have a unique opportunity to get your home noticed by serious buyers.” “I’ve developed a specific marketing strategy for this exact market condition that’s getting my listings sold while others sit.” “I’ve built relationships with investors who are actively buying in this market—would you like me to introduce you?”
This approach takes the focus off market conditions and puts it on your expertise and problem-solving abilities.
The Mindset Difference
Here’s the transformation that happens when you start creating your own market:
- You stop reacting to conditions and start creating opportunities
- You have more confident conversations with clients
- You close deals even when others aren’t
- You can justify your commission because you provide solutions when they’re hardest to find
- You make proactive decisions instead of reactive ones
One of my coaching clients implemented these three steps when her market slowed down.
Within 60 days, she had completely transformed her business.
While others complained about the market, she closed three investor deals, hosted a community event that generated seven new leads, and built a content strategy that positioned her as the go-to agent in her area.
She told me: “I used to wake up dreading another day of no activity. Now I wake up excited about all the opportunities I’m creating, regardless of what the market is doing.”
Building Your Market-Creation Business Plan
So how do you actually implement this in your business?
Here’s my step-by-step plan:
- Block 30 minutes every morning to focus on one visibility task (create content, reach out to your sphere, etc.)
- Identify one new market segment you can serve (investors, downsizers, relocations, etc.)
- Create a simple lead magnet that addresses the specific needs of that segment
- Develop a follow-up system that nurtures leads even when they’re not ready to move
- Practice explaining your unique approach that works regardless of market conditions
- Set concrete goals for how many connections you’ll make each day
Remember: when you create your own market, you’re not depending on external conditions for your success.
You’re relying on your creativity, adaptability, and determination—qualities that no market downturn can take away.
A Final Word: This Is Your Time to Shine
When others are shrinking back, this is your time to step forward.
This is not the time to scroll mindlessly on social media or play small.
This is the time to take control of your business and stop letting the market dictate your emotions or actions.
As I often say, I got into this business to have time freedom and to build a business that funds a life I love.
That means building something that works in any market condition.
God gave you unique gifts and talents that allow you to thrive even when circumstances aren’t ideal.
There’s always someone who needs to buy or sell, regardless of what the market is doing.
The question is: will they think of you when that time comes?
Stop waiting.
Stop scrolling.
The market is moving—get involved!
Ready to Create Your Own Market?
If you’re tired of being at the mercy of market conditions and ready to build a sustainable, profitable real estate business that thrives regardless of what’s happening around you, I want to help.
Our Blueprint Program gives you the systems, strategies, and mindset tools to build a consistent 6-figure business that doesn’t collapse when the market shifts.
This is the perfect time to join because you have the space to absorb the curriculum and transform your business before the next market upswing.
Visit TheCEOofRealEstate.com to learn more, and you can also check out my free resources here.
Remember, you can either accept what the market gives you or create a market of your own.
Which will you choose?
