Why do people become real estate agents? For some, it's about flexibility. Others cite the lifestyle or the relatively low barrier to entry. The allure of being your own boss, setting your own schedule, and potentially earning a significant income is undeniable.
But for many, it boils down to one thing: the money.
Greg Harrelson—head of the Harrelson Group, which generates around 500 organic leads monthly across his brokerages—shares his insights on a key question posed in our Real Geeks mastermind group:
How much money do real estate agents make?
Before diving in, remember: If you want personalized advice from Greg on real estate growth, join his private coaching community for Real Geeks users at RGMastery.com for less than $200/month.
The simplest response to this question touches on a core belief in our industry:
There is no limit to how much money you can make in real estate.
Or, more accurately: You decide how much money you want to make in real estate.
This is because, as agents, we operate in a field where input closely correlates with output. Unlike professions such as education or law enforcement, where earnings are fixed regardless of performance, real estate rewards effort and strategy.
A teacher doesn’t get a raise for taking on extra students, and a police officer’s salary doesn’t increase with more cases handled. Real estate, however, is a field where your income is directly tied to the actions you take—and how consistently you take them.
"There is no ceiling," says Greg.
While it's true that the number of listed homes or active buyers may impose temporary limits, agents can expand their opportunities by identifying and engaging those who aren't yet in the market but could be. For example, converting homeowners into sellers by showcasing current market opportunities increases the pool of potential leads.
This requires more effort than pursuing pre-qualified leads, but it also means the pool of potential transactions is essentially infinite.
However, Greg acknowledges a natural follow-up question:
"If the potential is unlimited, why are so many agents struggling to make significant money?"
Good question.
The answer lies in one critical factor: activities.
How much money an agent makes depends directly on what they do and, equally important, how consistently they do it.
Take two hypothetical agents:
Agent A: Hardworking and focused on automations.
They spend hours creating workflows, crafting targeted emails, and categorizing leads in their CRM. But despite their effort, they’re not earning much because they’re prioritizing supplementary activities over core actions like prospecting and building relationships.
Agent B: A skilled closer with a talent for cold calling.
But they’re dividing their time between admin work, open houses, managing other agents, and sporadically contacting leads. Their inconsistency in core revenue-generating activities keeps their income stagnant.
The bottom line? Success in real estate hinges on identifying the right actions and executing them consistently.
Another common issue Greg observes is a lack of adaptability. Agents who cling to outdated strategies often miss opportunities to evolve and align with modern trends. For instance, relying solely on cold calling while neglecting digital lead generation can limit an agent’s reach in today’s market.
According to Greg, agent earnings can range from $30,000 a year at the low end to $700,000 or more at the high end.
And here’s the kicker: "I know agents making $30k who are smarter than agents making $700k."
The difference isn’t intelligence—it’s in choosing the right activities and committing to them consistently.
High earners often focus on a balanced combination of outbound and inbound activities, leveraging both immediate and long-term strategies. They also prioritize client relationships, ensuring repeat business and referrals. Lower earners, on the other hand, may get caught up in non-revenue-generating tasks or spread themselves too thin.
Your location and market also play a role. Agents in metropolitan areas with higher property values naturally have the potential to earn more per transaction than those in smaller markets. However, this doesn’t mean agents in smaller markets can’t succeed—it just requires a different approach, such as increasing transaction volume or diversifying income streams.
One common issue among lower-earning agents is a one-dimensional approach to lead generation. They focus exclusively on either inbound or outbound strategies, instead of combining both.
High-earning agents, by contrast, adopt a balanced approach:
Outbound Activities—Yield quicker results but require more effort.
Calling expired leads.
Prospecting for-sale-by-owner (FSBO) leads.
Reaching out to for-rent-by-owner (FRBO) leads.
Contacting your sphere of influence.
Circle prospecting.
Inbound Activities—Take longer to show results but create sustainable, passive lead flow over time.
Writing blog posts optimized for search engines.
Creating and refining workflows.
Categorizing leads for personalized follow-ups.
Using tools like "What’s My Home Worth" widgets on your website.
Sharing valuable content on social media.
Running ads or utilizing services like Real Leads.
Greg recommends allocating 80% of your marketing time to outbound activities and 20% to managing inbound efforts. This balance ensures you’re actively pursuing leads while building a foundation for long-term growth.
Another crucial tip for 2025 is embracing technology. Tools like CRMs, automated marketing workflows, and analytics dashboards allow agents to work smarter, not harder. For example, Real Geeks’ Advanced Search Filters enable agents to segment leads and create highly personalized nurturing campaigns.
To increase your real estate earnings in 2025, focus on consistency and relationship-building. Greg suggests starting with this simple three-step strategy:
1) Call your database in the morning.
2) Call those who don’t answer again in the afternoon.
3) Text anyone who hasn’t responded after two calls.
Additionally, consolidate all your past buyers into your CRM and send them a Market Activity Report each month. These simple actions, often overlooked, can make a significant difference.
Another way to boost earnings is by leveraging social proof. Encourage satisfied clients to leave reviews on platforms like Google and Zillow. Positive reviews enhance your credibility and attract new leads organically.
Finally, set specific, measurable goals for the year. Whether it’s closing a certain number of deals, generating a set number of leads, or increasing your referral rate, clear goals will keep you focused and motivated.
How much money can you make in real estate? The sky’s the limit—if you’re consistent and intentional with your activities.
The real question is: Where will you land on the earning spectrum this year?
The choice is yours.