The Harsh Truth: Why Most Real Estate Agents Had Zero Production in 2024?

by Bobby Bryant

2024 exposed the brutal reality of the real estate business. Significantly, most Agents in this business closed zero transactions. And while the average person might blame high interest rates, low inventory, or the uncertainty of an election year, those are nothing more than excuses. The fact is, at the same time there were Agents, Brokerages, and Teams who had a record-breaking year. So, what really happened? The truth hurts, but here it is.

1. Most Agents Treat This Business Like a Hobby

Real estate isn’t a side hustle—it’s a profession. But too many Agents operate like it’s a casual gig instead of a full-time commitment. They dabble, they want leads to fall into their laps, and they fail to put in the daily work needed to generate consistent business. A hobbyist mindset equals hobbyist results: zero deals.

2. Most Agents Think Like Employees, in a Self-Employed Profession

Real estate is entrepreneurship, yet many Agents bring an employee mentality into this space. They wait for someone to tell them what to do. They expect a paycheck just for showing up. They expect the brokerage they join to be their silver bullet. But there’s no safety net here—only the relentless grind of those willing to take ownership of their success. Top Producers understand that their income is directly tied to their consistency, effort, intensity, skills, and strategy. Marginal Agents don’t.

3. Most Agents Don’t Have a Network to Market Themselves to

The lifeblood of a real estate business is a CRM and a strong network. People need to know who you are, hear from you, trust you, and remember you when it’s time to buy or sell. Marginal Agents have no meaningful database, no consistent marketing efforts, and no real presence in their community. Instead, they rely on luck, and in 2024, luck ran out.

4. Most Agents Got into Real Estate for the Wrong Reasons

Too many Agents enter this business chasing commission checks instead of committing to the long game of building relationships and expertise. They think real estate is easy money, only to realize it’s anything but. When transactions became harder to secure in 2024, these Agents lacked the experience, resilience, and skill to keep going.

5. Most Agents Don’t Have the Resources and Support to Succeed

Success in real estate requires mentorship, patience, support, systems, and training. However, most marginal Agents often affiliate with brokerages that don’t provide any real value. They join brokerages mainly for a feeling, not for what they believe they need in order to get what they want. Yet unfortunately, most Agents don't know what they need. And, if they have access to the things they need, they don't leverage them!

The Real Reason for Zero Production: A Weak Mentality

The difference between those who thrived in 2024 and those who failed comes down to mentality. Marginal Agents blame external factors—interest rates, inventory, the economy—while Top Producers take responsibility. They adapt, they outwork, they stay disciplined, and find new opportunities based on a cyclical industry.

Top Producers understand the power of:

• Consistency
• Education
• Focus
• Mentality
• Network effects
• Systems
• Teamwork, and
• Leveraging Technology

The Brutal Truth

2024 was a year of reckoning. Marginal Agents lack the experience, drive, mentality, resources, or support to succeed. The real estate industry doesn’t reward mediocrity, and those who fail to evolve will get left behind. The market didn’t take them out—their drive and mindset did. Top Producers played by the same rules, same environment, same economic climate, same low inventory, same high interest rates, and still won. If you weren’t closing deals, it’s time to stop making excuses and start taking accountability. The business will always be there for those who are willing to do what it takes to win.