An Analysis of NEFAR Agent Production
You Can Become A Top Producer, Too!
It’s simple.
Look at what top producers have in common, spend time with them to understand how they think, and then copy what they do.
We call this the R&D, the rip-off and duplicate, approach. I have found that it is much easier and faster than trying to reinvent the wheel. There are people who have lived before us, and who have done the things we want to do. So let’s give it a go.
After looking at the Top 500 agents in the Northeast Florida Association of Realtors, here’s what I have personally observed that they have in common.
Follow along to the end of this substack post to get the production breakdown over the last 12 months for agents who are apart of NEFAR according to MarketView Broker data.
This is my opinion based on the data I observed.
1) Longevity - the top producing agents on the Top 500 list have primarily been in business for more than 7 years. Thus, if you are an agent looking to have a big business, understand that for many, it takes time for the compounding effect to take place. There are a handful of agents who make the top list in less than that time frame, but that is not the norm.
In other words, if you don’t want to become a Top 500 producer, think and act in very short-term time periods.
2) Applied Knowledge - when going through the top list it’s clear that these agents are growth minded and interested in improving themselves and everyone else around them. Not only do they learn new things, but they apply what they learn, and they adapt to the new market environment.
In other words, if you don’t want to make more money, just keep doing the same thing and don’t be interested in growing yourself.
3) Relational Agents - it’s clear from these agents’ online review profiles and social media that these agents are client obsessed. This means their level of service, and level of skill, is very high, which causes them to get repeat business. Ultimately, these agents are relational in nature.
In other words, if you want to keep grinding each day to get new business opportunities, do not care at all about your customers and be OK with bad service and having very few skills.
4) Higher Average Price Point - this likely loops in with the longevity piece but it’s clear that top producing agents operate in higher average price points, usually above $500k. They are more focused on volume than on units. This makes sense as agents are generally paid their commissions on volume.
In other words, if you don’t want to be a top agent, focus on lower price points. Note that everyone can run their business the way that they want, this is just commentary on top producers and what they are doing. Serve whomever best fits your business plan.
5) The Hustle/Online Leads Agents - there are a handful of agents in the Top 500 who are primarily buying online leads to fund the warp-speed building of their databases and then use buyer agents to service those leads. This is not the norm, but there is a growing list of this type of agent in the Top 500.
In other words, if you want to get there faster, invest money in your business.
6) Small Powerhouse Luxury Agents - there are a handful of luxury agents who sell fewer units, but their volume is very high as their price point is $1.5M+ on average. These agents tend to have been in the business for a longer period of time. These small, profitable, powerhouse teams are highly effective in taking market share and in providing a great customer experience.
In other words, if you want to go farther, build a small team together of specialists. We all have a natural ceiling of achievement by going out and doing everything ourselves.
Interestingly, many of these agents are not very active in social media. They’re relational in nature, and social media is just one form of staying in front of your clientele. In-person relationships are much more important than the ones we think we make by hiding behind the computer.
Now, as promised, here’s the breakdown of the NEFAR Agent Production for the LTM:
The 80/20 rule is clearly at play:
76.8% of agents close less than $2M per year or $0.
20% close $2-10M.
3.2% close $10M+.
Keep in mind, agents at Momentum — on AVERAGE, close $3.6M in volume and earn approximately $86k in commissions. This is often 3-4x more than other 100% brokerages and other big box brokerages as well — and they keep more of their money.
Agents at Momentum Realty are growing and excited about the future due to unique new relationships like Zillow Showcase Tokens on listings above $350,000 and LUXVT (luxury marketing services), video editing services on YT videos. More value is added each year and agents are flocking to the brand, with our headcount up 28%+ already this year. The value is insane over here.
One thing to keep in mind is as housing market shifts, we are seeing a transition of the experienced agents closing MORE deals and building powerhouse teams, and agents who recently joined the industry or came in on the back end of the boom years, they’re often starting to decelerate and get other jobs or joining flex teams to get access to lead flow. There are a handful of agents in the middle who step up and learn how to consistently lead generate using proven systems and processes, which is exciting. It’s time to get back to sales fundamentals! We’ve seen agents turn around their businesses within a few months with intentional, intense action. We love seeing it. Bravo to these agents!
So — What’s next? Well... that’s up to you really? What actions are you going to take? What mindset frame can you shift using this information that will cause you to produce new results? 2026 isn’t waiting for anyone, let’s go!
e: jon@movewithmomentum.com
Interested in real estate market updates? Check out my YouTube channel - Think Big, Question Everything.