Real estate is easy money. It looks simple and glamorous on Selling Sunset, but this is a very tough business. And the past four years have been a huge grind ever since rates spiked and buyers disappeared from the market. Well, today I’m taking a break from stats. I have some encouragement about making it in today’s housing market. Let me know what you think.
UPCOMING SPEAKING GIGS:
6/24/26 Windermere Sierra Oaks Q&A
7/1/26 Wisdom Wednesday in Elk Grove
7/13/26 LPT Realty Zoom
7/14/26 Elk Grove Presentation TBD
7/15/26 Stockton Presentation TBD
8/6/26 PCAR Auburn
9/1/26 TBA
10/2/26 PCAR Rocklin
10/21/26 Coldwell Banker Sierra Oaks / EDH
UNSOLICITED ADVICE ABOUT MAKING IT IN 2026
Here are some things on my mind. This is the type of stuff I think about constantly. I’m all about sharing the straight dope with the stats, but there is also hope and optimism to embrace.
1) HONE YOUR MINDSET: The only thing you can control is your mindset, and having the right mindset is not going to happen by accident. It’s something that has to be cultivated. The truth is this market will either force you out or it’ll forge you into the person you need to be. What type of mindset is going to help you win today? And how can you cultivate that? Who are the voices you need to listen to? And who do you need to stop listening to?
2) PLAN FOR A VIBRANT LIFE. NOT A VIBRANT MARKET: We’re going to have lower sales volume for years ahead until there is a sharper change with affordability. Bottom line. This means we need to figure out how to have an awesome life instead of waiting for the market to get better before life gets good. Embrace today. Don’t be like Uncle Rico who was stuck in 1982.
3) INCREASE THE SIZE OF YOUR NETWORK: The most important thing in real estate is relationships with people, and building a bigger network is essential for making it in today’s market. Don’t just wait for the phone to ring. How can you increase the size of your network? What is your plan? Who do you need to get to know? Who do you need to get in front of? What meetings do you need to start attending (or stop attending)? Who are the gatekeepers to the types of work you want to do? And don’t copy others either. Be yourself and figure out what works for you.
4) STOP OBSESSING OVER PRICES: Markets go up and they go down, but many real estate professionals interpret the trend as good when prices are rising and bad when they aren’t. I get it, but the visual below just seems off. Can you imagine having a negative mindset for close to half of your real estate career if you embrace this way of thinking? Does it have to be like this? Instead of looking at prices, consider focusing on people who have incentive to participate regardless of what prices are doing. It’s not that prices don’t matter because they do. All I’m saying is if you catch yourself believing the market is good or bad based on prices, there is room to challenge that belief. Maybe it’s not actually about prices, but rather people finding opportunities in the market.
By the way, Nick Brooks (Realtor) once told me, “The good markets don’t last, and neither do the bad ones.” Killer statement.
5) STOP PUTTING YOUR HOPE IN LOWER RATES: There has been so much hope in rates coming down, but it’s been four years since rates spiked, and they just haven’t changed that much. At some point, I guess we should be realistic. It’s sort of like hearing that a certain sports team is going to have a better year next year, but then they don’t (too real with the Sacramento Kings lately). My advice? Know what’s happening with rates, but put your energy and attention into connecting with people who have incentive to participate in today’s market. Besides, rates would have to come down significantly to make a bigger impact, so it just doesn’t make sense to obsess over them.
6) HAVE MORE FUN IN LIFE: If all we do is focus on work, we end up very empty. So, what are you doing right now for fun? What is adding joy to your life? If there isn’t much, it’s time to start leaning into stuff that makes you feel alive. Look, I don’t have life down, and in so many ways I’m learning to focus on the basics again instead of just work. Here is the Venn diagram of my personal focus this year though. If you made something like this, what would it look like?
7) SPEAK TO BUYERS: The real estate narrative tends to heavily favor sellers, equity, and higher prices, but don’t forget to talk about buyers and opportunities that exist for them. Seriously, there is a pervasive seller-oriented bias in real estate, and I think it’s something to overcome. My advice? Get more intentional about speaking to buyers and be a dispenser of advice for both sellers AND buyers.
8) IDENTIFY OPPORTUNITIES: Identify opportunities by knowing which parts of the market are growing and shrinking. So, if 20% of the market is investors, what does that mean for your business? If we’re seeing the most growth in volume at lower prices, what action steps can you take? If we’re starting to see more short sales, what does that mean for your marketing? If Gen X and Millennials are inheriting homes from aging Boomers, what do you do with that information? If population is growing or shrinking in some areas, how does that influence your focus? If HOA fees keep rising or rents have dipped, who is going to want to sell?
9) RUN TOWARD THE MARKET: The real estate business looks easy from a distance, but in the real world it’s a tough gig. My strong advice is to run toward the challenge of this market instead of getting stuck in discouragement. I find when we stop moving forward, it’s easy to start sinking. I don’t have an easy plan for how to do this, but there is something very powerful about having a mindset that faces the challenge rather than shrinks away. This is likely the one thing that distinguishes success in today’s market.
10) BE FLUENT IN TRENDS: Okay, I have to end on this note because I’m a stats guy. Watch the housing market closely and be fluent in the trends so you can speak definitively about what is happening rather than resting on cliches or imposing a narrative that doesn’t actually fit the local trend. People can smell expertise when you’re talking about specific parts of the market, and I encourage all real estate professionals to put yourself out there. On that note, be a sniper rather than a shotgun with the stats. Don’t bombard people with a dissertation, but instead get focused in your message with small bits of information. I realize this is ironic since my blog posts are long, but the goal is for others to take a nugget here and there from what I do and then share that.
Anyway, I hope that was helpful. Thanks for being here.
Question: What’s the best advice you would give for making it as a real estate professional in today’s market?
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Best advice – follow Ryan Lundquist! Seriously – this is great advice and most of the points have been on my mind for the past couple of weeks! You really are in tune to the market and the folks who make Real Estate their passion and career!
Aww, thanks Cheryl. I appreciate it. I love getting to do this. The goal is always to keep it real. Let’s interact with the market in front of us. That’s the best we can do.
From #9: Run Toward the Market…. This quote, “My strong advice is to run toward the challenge of this market instead of getting stuck in discouragement. I find when we stop moving forward, it’s easy to start sinking. I don’t have an easy plan for how to do this, but there is something very powerful about having a mindset that faces the challenge rather than shrinks away.” It’s so much like Simon Peter being commanded by Jesus to step out of the boat and walk toward him, keeping his eyes on Christ. And when Simon took his eyes off Christ, he began to sink and flounder and flail about. Just keep your eye on the prize and keep moving forward regardless of the storm and chaos around you and you’ll always come out on solid ground.
Love it. Thanks Rachel. I appreciate it. I was not expecting this interpretation at all, but here we are. Thanks for pitching this in.
Great advice Ryan. I wish I had your skateboard skills. I now live on the river, purchased a pump foil board a couple weeks ago and I’ve been trying to master a dock start.
Gary, you are the coolest. Foil boards look incredible. I’ve seen Laird Hamilton ride his, and it’s just amazing. You’re going to get it. And for the record, you have some of the best hobbies. Giant pumpkin grower too (for those who don’t know Gary).
Thank you, Ryan.
Thanks, Linda. And great to see you last week.
I LOVE this! Our business really is about attitude, persistence, and old fashioned work. With the right attitude, the other two can actually be fun!
Yes!! Well said. It seems like so much of this business is about mindset. And for the record, it’s easy on paper to cultivate the right mindset. Harder to do in real life. That’s the goal though.
#6 is the best advice, and the one I can lose sight of most easily.
Thanks for the breath of fresh air Ryan!
Right on, Sam. Well, have fun in the midst of all the irons in the fire right now. If you need a break from the stress of it all, come on over to my garage for some pool.
Ryan’s truths are self-evident, and always have been !!
Truett, great to hear from you. Thanks for the kind words. Hope you are doing really well.
I love that you put this out there! It is spot on and offers small nuggets that one can put into action. Adjusting my mindset and reframing my thoughts and actions keeps me on this side of the happiness line.
Right on, Debbie. It’s all about nuggets. Keep up the good work. I think it’s challenging to figure out the right mindset sometimes, but it’s something we have to continually do.
Great reminder. Thanks Ryan.
Sure thing. Hope you’re well, Mary Lou.
I appreciate that you’re more than just about the numbers—you have a real understanding of life and business. My advice for succeeding as a real estate agent in today’s market is the same as it’s always been: stop chasing transactions and start building relationships. Markets, interest rates, and inventory will always change, but human nature stays the same. The agents who thrive focus on what they can control: staying connected with their database, having meaningful conversations every day, conducting annual real estate reviews, attending events to stay visible, following a proven process for buyers and sellers, and prioritizing service over sales. When agents understand they can create their own economy and build a sustainable business by sticking to consistent habits, they no longer need to push people to buy or sell—they simply help them make informed decisions when the time is right. Success isn’t about perfect scripts or huge marketing budgets; it’s about becoming the most trusted professional in your network. The top agents aren’t always the best salespeople—they’re the best relationship builders. Control your habits, not the headlines, and the business will follow.
Lyman, this is SO good. Thank you very much. The only thing people can really control are the things you mentioned. We can’t control the market, interest rates, or consumer sentiment. We can control our habits and how we show up in life though. These are great reminders.