Real Estate Propaganda We’re Not Falling For (And Neither Should You)
Every industry has its myths.
But in real estate? There’s a lot of advice floating around that sounds more like propaganda than strategy.
If you’re tired of hearing the same outdated takes, here’s a list of real estate “truths” we’re officially retiring—because they don’t serve you, your clients, or your business.
Let’s break them down (with a little humor, of course).
1. "Zestimates Are Accurate"
Zestimates can be wildly off the mark. Yet buyers and sellers quote them like gospel. Your job? Use data, comps, and expertise to educate—not argue. And keep a ready script for: "Actually, here's what that Zestimate doesn't consider..."
2. "Discount Your Commission to Win the Listing"
Nope. Sellers don’t need the cheapest agent. They need the best marketer for their most valuable asset. Stand behind your value. When your marketing is next-level, there’s no need to discount.
3. "The House Will Sell Itself"
A house might get offers—but marketing is what gets the best ones. This myth justifies lazy listings. Today’s agents win by making homes look irresistible online and on social media. Don’t just list it. Launch it.
4. "Let’s Just Price It High and See What Happens"
What happens is...crickets. Overpricing kills momentum. Smart pricing, supported by strong marketing, is what attracts serious buyers. Overpriced listings often end in price drops and missed opportunities.
5. "Working 24/7 = Success"
Burnout isn’t a badge of honor. Being constantly available doesn’t mean you’re more committed—just more exhausted. Set boundaries, automate your content, and prioritize high-impact work over constant hustle.
6. "Agents Should Be Available 24/7"
No professional in any other industry is expected to be on call around the clock. Create communication expectations early on. Being present doesn’t mean being on-call.
7. "I'm Too Busy to Post on Social Media"
Translation: "I haven't made it a priority."
If you have time to check your DMs, you have time to post. And with tools like Agent Toolkit, posting isn’t a chore—it’s a strategy. If you're serious about being the go-to agent in your area, you need to be visible where people are searching. That means Instagram, not just Zillow.
8. "Top Producer" = Best Agent
Top Producer status doesn’t guarantee the best service, marketing, or strategy. Don’t let titles intimidate you. Many agents quietly outperform the competition without the awards or magazine features. Your results—and your reputation—speak louder.
9. Paying for Magazine Awards
You don’t need to buy clout. Build real authority by showing up consistently with value. When people see you educating, marketing listings creatively, and connecting with your audience—they remember.
10. 7PM Offer Deadlines
We’re not saying they don’t work. But let’s be honest—it’s not always about strategy. Sometimes it’s just drama. Use offer deadlines wisely and transparently. Manufacturing urgency only works so many times.
11. "My Uncle Said It's a Bad Time to Buy"
We all have that one relative. But buying a home isn’t a one-size-fits-all decision. The right time to buy is personal. Your job is to guide clients with real data and local insights—not battle with Uncle Rick.
12. "Luxury, Chef’s Kitchen, Sought-After Neighborhood…"
Listing copy doesn’t have to sound like it came out of a 2005 brochure. Buyers want specificity, not fluff. Skip the clichés and get to the real selling points. (Pro tip: Write your captions like you talk.)
Let’s Ditch the Fluff — and Raise the Bar
Real estate has evolved. So should the way we talk about it, market it, and show up for it.
Your clients are smarter. The market is faster. The old-school advice? Optional.
Agent Toolkit helps you ditch the outdated tactics and show up with scroll-stopping, strategy-first content that reflects the kind of agent you actually are.