The housing market has shifted. Mortgage rates remain elevated, inventory is tight, and many buyers are pausing their plans. For real estate agents, that often means fewer showings, longer sales cycles, and harder-to-close deals.
According to a recent Inman report, 71 percent of active agents didn’t close a single home sale last year. Nearly three-quarters of agents earned no commission from traditional for-sale transactions.
This sobering statistic underscores a crucial reality: relying solely on home sales is a risky strategy. But it also opens a door to opportunity. Increasingly, top-performing agents are turning to real estate rentals to establish a steady income and foster long-term client relationships.
Faster closings and consistent income
Rental deals typically move from showing to signed lease in days or weeks. While each commission is smaller than that of a home sale, the speed and volume of rental closings create a dependable monthly income. Many successful agents rely on rental transactions to stabilize cash flow and fund marketing for future sales.
A pipeline of future buyers
Today’s renters are tomorrow’s homeowners. By guiding renters through their lease search and staying connected during their tenancy, you become the agent they trust when it’s time to buy. A single rental client can become a lifelong source of repeat business and referrals.
Expanding your market reach
Not every client is ready or able to buy a home right now, but nearly everyone needs a place to live. Offering rental services allows you to say “yes” to more people, grow your database, and expand your sphere of influence. These relationships will be invaluable when the sales market rebounds.
Connect with landlords and investors
Landlords and small-scale investors consistently need qualified tenants and market insights. Position yourself as their go-to partner by providing professional marketing, rental pricing guidance, and tenant screening services. These relationships can lead to repeat business and future listings when owners decide to sell.
Use rental technology to work efficiently
Modern platforms like Rental Beast give agents access to verified rental inventory, including off-MLS listings, and built-in tenant screening tools. Advanced search filters and syndication to major sites streamline the rental process, helping you serve more clients with less effort.
Nurture renters into buyers
Don’t treat rentals as one-time deals. Set reminders to reach out as leases approach renewal, share market updates, and offer budgeting or credit-building resources. Consistent follow-up helps renters transition into homeownership and ensures you’re the first agent they call.
The real estate market is cyclical. While for-sale inventory and buyer demand will eventually recover, agents who diversify with rentals are better positioned to thrive in any market. Rentals provide immediate income, deepen your client relationships, and create a robust pipeline of future homebuyers.
With 71 percent of agents not closing a home sale last year, now is the time to set yourself apart. Expanding into rentals is a strategic move that supports long-term growth and financial stability.
