One exercise I do annually is review agents from a production standpoint and ask why they are ranked that way. Let's dig into my observations of 2025.
Overall, there are approximately 12,000 active realtors in Northeast Florida. The data here is from MarketView Broker, January 1 to December 31, 2025.
The Numbers
- 4,030 agents (33.60%) are in active or referral status but did not sell a single home in 2025
- 8,805 agents (73.64%) produce less than 4 sold units in 2025
- 2,680 agents (22.34%) produce between 5–19 sold units
- 485 agents (4.04%) produce 20+ sold units
What This Means
For approximately 74% of agents, the primary conversation that matters is how to consistently generate business opportunities. These agents are one phone call away from being out of income — a deal falling through, a slow season, an unexpected life event.
The middle 60% are living on the roller coaster of sales, with their numbers going up and down based on seasonality and personal effort. I personally call this group the messy middle. There is a path out of it, and community helps.
For approximately 4% of agents, the conversation shifts: "what got me here won't get me there." These are the agents evolving from self-employed to business owner. They're giving up control, sourcing talent, and becoming leaders. They start to get their time back while sustaining income and growing wealth.
The Real Opportunity
There is a massive opportunity for rainmakers who can create lead opportunities to employ the 74% of the agent population that appears to not have enough work. While other industries have a labor shortage, real estate has an incredible labor supply of agents looking for business.
If you're building a team, you have many agents you can interview to find the hungry ones who fit your culture.
At the $8M+ production level, that's where the magic happens financially. To get there, the work starts with an honest reflection on where you are today — and a commitment to close the gap.