When the property market is slow, consistent prospecting and prioritising relationship-building can help estate agents create opportunities instead of waiting for them.
In South Africa’s everchanging property market, success in real estate is becoming increasingly more dependent on proactive prospecting. While slower market cycles can present challenges, they also create opportunities for agents who focus on maintaining strong client relationships and consistent communication.
According to Adrian Goslett, CEO and Regional Director of REMAX Southern Africa, during slower market cycles, the agents who remain visible, engaged, and proactive are often the ones who continue to generate results.
“The reality is that transactions may take longer and buyers may be more cautious, but people still need to buy, sell, rent, and invest in property. The key is staying connected and positioning yourself as a trusted source of information and guidance.”
Instead of waiting for leads, agents are encouraged to manufacture activity by creating daily prospecting habits. Keeping in regular contact with past clients, active buyers, sellers, referral partners, and investors can help agents remain top-of-mind when property decisions are being made.
“Past clients remain one of the most valuable prospecting sources during slower market conditions. Through regular check-ins, market updates, and valuation offers, agents can provide useful information and potentially open the door to future business opportunities,” explains Goslett.
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Similarly, reconnecting with property owners who had previously requested valuations in the past can create conversations around how much market conditions have changed overtime and may have affected their current property value.
Landlords and property investors also represent important prospecting opportunities. Shifts in interest rates and affordability can influence rental demand, investment returns, and buyer activity. Agents who provide relevant market insights and identify opportunities aligned with investor objectives can strengthen long-term relationships.
"The most successful agents understand that every conversation has value, even if it doesn't result in an immediate transaction," he says. "By consistently providing useful information, maintaining relationships, and staying engaged with their networks, agents can build a pipeline of future opportunities regardless of market conditions."
READ: Managing buyer expectations in a market with limited stock or rising prices
Every estate agent eventually experiences periods when deals slow down. Markets shift, interest rates rise, or buyer confidence drops. During these periods, maintaining motivation becomes one of the biggest challenges agents face.
“Slower markets test discipline,” says Antonie Goosen, principal and founder of Meridian Realty. “The agents who stay active and visible during these periods are usually the ones who benefit most when the market turns again.”
The first step is understanding that slow markets are a normal cycle in property. Even the most experienced agents go through quieter periods. The difference between those who succeed and those who struggle is often how they use that time.
Instead of focusing on the deals that are not happening, productive agents focus on the activities that eventually generate deals.
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