Artificial intelligence, shifts in media and consumer behavior, and regulatory changes aren’t just trends — they’re tectonic shifts. This week, at Luxury Presence’s the Collective Mastermind in Beverly Hills, top-performing agents, forward-thinking technologists, and innovative media creators shared how agents and brokers can pivot.
While Collective By Luxury Presence is an exclusive group representing the top .006% of agents nationwide, the lessons that emerged from this gathering are anything but exclusive. Whether you’re a solo agent, team leader, or brokerage owner, use these glimpses into the future to sharpen your strategies and forge a new path.
Here are 10 of the most powerful lessons we walked away with:
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1. Thinking like a creator is the new marketing superpower
For years, agents were told to “do content.” But creator economy expert Samir Chaudry reframed the entire strategy: “You don’t need millions of followers. You need your tribe.”
The most successful agents aren’t chasing viral moments — they’re building an audience of exactly the right people, with content that feels personal, consistent, and trust-building. The real power is understanding who you’re speaking to, showing up as yourself, and delivering value like a creator, not just a marketer.
2. If your content isn’t polarizing, it’s probably not memorable
Trying to appeal to everyone is a fast path to irrelevance. “Once I figured out I wasn’t for everyone, I started attracting the right people,” said Tracy Tutor, whose unapologetic brand has earned her one of the most recognizable platforms in real estate.
Being polarizing doesn’t mean being loud or controversial — it means being clear about your values, tone, and target. When you stop trying to blend in, the right clients and collaborators show up.
3. Want to stay relevant in 5 years? Rethink what ‘service’ means now
In an era where clients expect instant, personalized everything, the old playbook for service is outdated. As tech venture capitalist Adam Hansmann put it: “You can’t deliver one-on-one attention at scale without new tools — it just breaks.”
Today’s top agents are using automation not to replace relationships, but to enrich them. That means anticipating needs, responding faster, and creating a sense of presence even when you’re not physically there.
Service isn’t about doing more. It’s about doing it smarter.
4. You can’t out-hustle a broken strategy
Content isn’t magic. SEO won’t work if you’re targeting the wrong audience. Ads don’t convert if your offer isn’t clear. Hustle matters — but it only takes you so far without alignment.
“You can’t be seen until you learn to see,” Chaudry said.
The smartest agents aren’t just working harder. They’re slowing down to ask better questions: Who is this for? Why would they care? What happens next? Strategy before output, always.
5. Your brand isn’t your logo, it’s the stories you tell
In a world saturated with templated content, storytelling is the only real differentiator. “The way attention is moving is toward depth, not width,” Chaudry explained. “Build trust. Build narrative. That’s what makes people stay.”
Clients remember stories. Stories about why you got into the business. About the problems you’ve helped solve. About the people you serve. Your content shouldn’t just say what you do but who you are and why that matters.
6. Auctions are emerging as a legitimate luxury strategy
In markets where comps are unreliable and timelines matter, auctions are gaining traction as a proactive path to sale, not a backup plan. “The sellers who use auctions aren’t desperate — they’re decisive,” said Mario Vargas of Concierge Auctions. “It’s about certainty and control.”
This model offers global exposure, a fixed timeline, and a structure that appeals to sellers who want clarity in uncertain markets. For agents, it’s another arrow in the quiver worth serious consideration.
7. Your origin story isn’t just inspiring; it’s a competitive advantage
Most agents are great at sharing success. Fewer are willing to talk about how they got there. But that’s exactly what creates trust and relatability. “We’re great at sharing success. We’re not as good at showing how the sausage gets made,” said Ricardo Rodriguez, who built his brand by openly telling his story — from $25 in his pocket as a new immigrant to running a more than $4 billion business.
Vulnerability isn’t a weakness; it’s a bridge. Clients want to see themselves in your journey. That shared humanity can be more persuasive than any stat sheet.
8. Top agents won’t compete with AI, they’ll compete because of it
The agents who fear AI are missing the point. As Byron Deeter, one of the world’s top SaaS investors, put it: “It’s as if you have an entire office working for you, for just that one client.”
AI isn’t here to replace agents; it’s here to replace inefficiency, inconsistency, and the work you don’t want to do. From content to client communication to lead routing, the best agents will use AI as a force multiplier and a clear competitive edge.
9. Technology should make you more human, not less
There’s a difference between using tech and leading with it. Hansmann framed it perfectly: “What AI unlocks is the ability to do what you’d do if you only had one client — with every client.”
Real estate is still a relationship business. But with AI and automation running in the background, you can show up faster, more personally, and more often. The agents who use tech to scale empathy — not just efficiency — are the ones who’ll win.
10. The industry isn’t just evolving, it’s being rebuilt in real time
Luxury Presence’s Kyle Scott summed up the moment clearly: “Real estate is undergoing a seismic change that has not been seen in a generation.” AI, shifting buyer behavior, media, and regulatory changes aren’t just trends; they’re tectonic shifts.
For agents, this isn’t about adapting to change. It’s about shaping it. The next two to three years will redefine what it means to build a successful real estate brand — and the ones who lean in now will have the biggest voice in what comes next.
Conclusion
The Collective Mastermind was a high-level gathering of elite professionals, but the lessons it imparted weren’t just for the few. They were for every agent trying to future-proof their business, sharpen their brand, and appear more clearly in a rapidly changing market.
If one theme echoed across every panel, speaker, and conversation, it was this: The agents who thrive next aren’t necessarily the loudest, biggest, or busiest. They’re the most intentional about their tools, content, voice, and relationships.
