In a fast-changing real estate landscape, it’s easy to get caught up chasing the next big thing — whether it’s a new social media trend, marketing hack, or tech tool promising to revolutionize your results. But here’s a truth worth remembering: sustainable success comes from consistency, not constant experimentation. That’s why one of the most powerful business principles you can apply right now is what I call the 90/10 Rule — 90% proven strategies and 10% experimental.
Why the 90/10 Rule Matters
Over the years, I’ve seen some agents get this balance the wrong way around — running 90% experimental ideas and just 10% proven ones.
Sure, that can feel exciting for a while, but it also puts your business at risk. Experimentation without a strong foundation can lead to inconsistent results, scattered focus, and wasted effort.
Instead, imagine if 90% of your energy was invested in strategies that already work — prospecting systems, listing presentations, client nurture plans, and follow-up structures that drive results. That solid base creates reliability and predictable performance.
Then, with the remaining 10%, you can play, test, and innovate — exploring new marketing approaches, fresh tech tools, or creative branding ideas.
This balance lets you grow intelligently — combining stability and innovation without losing momentum.
The Trap of Going All-In on “New”
A great example is what happens after someone attends a social media or marketing course. They come back to the office bursting with enthusiasm:
“Did you know if Facebook were a country, it would be the largest in the world? And Meta also owns Instagram and WhatsApp!”
That enthusiasm is great — energy and creativity are vital! But if all that excitement turns into dropping your core lead-generation or listing systems to focus only on social posting, you’re putting your business on shaky ground.
Social media is a powerful platform, but it should support, not replace, your proven business-building activities.
Applying the 90/10 Rule in Your Business
Here’s how to bring this principle into play:
Identify your proven systems.
List the processes, dialogues, and routines that consistently drive your results.
Protect the 90%.
These are your non-negotiables — your calls, appointments, marketing plans, and client service routines.
Design your 10% innovation zone.
Allocate time and space each week or month to test something new. Measure results, learn, and either scale it up or move on.
Review and adjust.
Regularly check whether your experiments are adding value or just creating noise.
The Takeaway
Being a great real estate professional isn’t about choosing between proven strategies and innovation — it’s about mastering the mix.
90% proven. 10% experimental.
That’s how you keep your business reliable, your results consistent, and your edge sharp.
Keep innovating — but keep your foundations strong.
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