“Am I where I should be right now?”
As a real estate agent, I’ve asked myself that question before, especially around the halfway point of the year. There have been years when I’ve been ahead of my production goals, and years when I’ve fallen behind. The reality is that every agent experiences ups and downs throughout their career.
That’s why I wanted to ask agents through our The Close newsletter a simple question: At the halfway point of 2026, how close are you to reaching your annual production goal?
The results were eye-opening.
According to the survey I conducted, 41% of respondents reported reaching less than 25% of their annual production goal so far this year. Another 29% said they have achieved between 25% and 49% of their goal.
12% reported being right around the halfway mark, and another 12% said they have already surpassed 60% of their annual goal. An additional 6% said they don’t track an annual production goal.
While the results show many agents are behind pace, I don’t think that’s a reason to panic. In my experience, the halfway point of the year is one of the best times to step back, evaluate what’s working, identify what’s not, and make adjustments before the year gets away from you.
Why this may be happening
These survey results don’t exist in a vacuum. Agents are operating in a market that looks very different from how it did just a few years ago. According to ATTOM, home purchase lending fell to a 12-year low during the first quarter of 2026 as affordability challenges continued to sideline many prospective buyers.
At the same time, sellers are adjusting to changing market conditions. Realtor.com recently reported that the national median listing price fell 2.4% year over year in May, marking the largest annual decline in its records dating back to 2017. Listing prices have fallen for seven consecutive months as sellers adapt to a more price-sensitive buyer pool.
Not every seller is willing to adjust, however. According to Redfin, 5.8% of all US listings were pulled off the market in April, tying the highest level since 2020. Many sellers are choosing to wait rather than accept lower offers or adjust their pricing expectations.
As agents, we’ve all seen how market conditions affect our business. Buyers are taking longer to make decisions, sellers require more education around pricing, and transactions often take longer to put together. All of these factors impact production, even for experienced agents.
What I find most interesting
Despite the challenges, there are still agents finding success. 12% of respondents reported already having reached more than 60% of their annual goal. That tells me the opportunities are still there, even if they’re harder to capture than they were during the pandemic housing boom.
What I find most interesting is that the agents succeeding right now aren’t necessarily doing the same things they were doing two or three years ago. They’re staying consistent with lead generation, but they’re also willing to pivot when something is no longer working.
I’ve seen agents expand into new client segments, pursue different lead sources, experiment with new marketing channels, and adjust how they communicate with buyers and sellers. Instead of waiting for business to return to them, they’re adapting their strategies to the current market.
The successful agents I know are constantly evaluating what produces results and what doesn’t. If a lead generation source dries up, they find another. If their messaging isn’t resonating with buyers, they adjust it. If their market shifts, they shift with it.
These agents are also staying informed. In a market filled with headlines about affordability challenges, price reductions, mortgage rates, and economic uncertainty, clients are looking for someone who can help make sense of it all. Agents who understand what’s happening locally and nationally are able to calm fears, answer questions honestly, and guide clients through important decisions.
More than anything, today’s market is rewarding agents who combine consistency with adaptability. The agents who continue prospecting, building relationships, educating their clients, and adjusting their approach when necessary are often the ones finding opportunities that others miss.
Takeaway
One thing I’ve learned during my real estate career is that falling behind a goal doesn’t mean you’ve failed; it simply means it’s time to evaluate the situation and make adjustments. Sometimes the issue is lead generation or conversion, or it’s market conditions outside our control. The important part is understanding what’s causing the gap and creating a plan to address it before the year ends.
The survey results suggest many agents have work to do in the second half of 2026. But they also serve as a reminder that you’re probably not the only one feeling the pressure. And sometimes knowing that is the first step toward getting back on track.
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