As a digital marketing automation expert in the real estate industry, I’ve had the privilege of working with top agents across the DMV—agents who consistently outperform the competition and set new standards in real estate.
These top producers don’t achieve success by accident.
They’re among the small percentage of high-performing agents who use automation daily, leading to a 41% increase in referral business.
We analyzed the DMV’s highest-producing real estate agents (by transaction volume) and found some interesting gems about their strategy.
If you want to build a real estate empire with so much volume that you can barely keep count, pay close attention because we’re distilling the secret sauce in this post.
I’m sharing seven expert Real Estate marketing strategies used by some of the DMV’s highest-producing Realtors, who excel in one of the country’s most competitive markets.
Let’s dive into what makes their approach unique—and how you can replicate it to reach new heights in 2025.
1. Build Client-Centric Relationships
Let’s start with the basics.
A consistent theme among top agents is their commitment to client relationships over transactions.
Brad Kappel, Maryland’s leading waterfront realtor, exemplifies this by building relationships that go well beyond the deal.
Brad is known for his attentiveness to every client, regardless of transaction size, and his responsiveness and dedication are frequently mentioned in his testimonials.
How to Apply This Strategy:
- Prioritize building long-term client relationships.
- Don’t treat each deal as a one-off event.
When clients feel valued, they’re far more likely to refer you to others and return for future business.
Simple acts like responsive communication and a calm, solution-focused demeanor can make a huge impact.
2. Specialize in a Niche Market
Specialization is a powerful tool for standing out in a crowded market.
Brad Kappel has carved a niche as the go-to expert for waterfront properties in Maryland, while Michael Rankin dominates Washington, D.C.’s luxury home market.
Their deep, specific market knowledge makes them the clear choice for clients seeking expertise in these areas.
Agents like Hermela, Candyce, and Natalie & Curt leveraged TopShot Pro’s Top Producer Operating System (TPOS™) to transform their real estate businesses by developing demographic niche expertise.
Hermela, focused on first-time buyers, achieved 235% growth by creating content for her “5 Star” client segment.
Candyce, specializing in military families, crafted lead magnets for PCS relocations and built a system that reached over 180 high-value prospects.
Meanwhile, Natalie & Curt saw a rapid boost by building a social media presence tailored to elderly communities.
How to Apply This Strategy:
- Pick a niche you’re passionate about—luxury homes, waterfront properties, or a demographic like military families or elderly communities.
- Become the go-to expert in your area, crafting targeted content and lead magnets for your ideal clients.
3. Exercise Proactive Market Preparation and Presentation
Presentation is critical in today’s market, especially for high-end properties.
Go the extra mile to present listings beautifully, using high-quality photography, video tours, and even drone footage to showcase properties.
According to the best realtors, attention to detail translates into faster sales and higher client offers.
How to Apply This Strategy:
- Invest in quality real estate video marketing, other media, and staging for your listings.
These investments may feel like added costs, but they increase the perceived value of properties and help listings stand out in a competitive market.
High-quality visuals, a compelling narrative, and “coming soon” teasers can capture potential buyers’ attention and drive up demand quickly.
4. Master Negotiation and Problem-Solving
Every deal is unique. The road to Closing Day can be long and littered with surprises.
You need to be able to pivot or negotiate effectively as roadblocks arise.
Top producers like Michael Rankin, D.C.’s leading real estate agent with over $5 billion in annual volume, excel in negotiation, frequently securing above-market offers for their clients.
Beyond negotiation, problem-solving is essential—the best agents are always prepared to manage unexpected challenges calmly, finding win-win solutions that build client confidence.
How to Apply This Strategy
- Focus on the people part: honing negotiation skills, understanding market trends, and positioning listings strategically through media and other real estate marketing tactics.
Problem-solving and flexibility reassure clients that you have their best interests at heart, fostering trust and loyalty.
5. Use Professional Networks Strategically
Top producers rely on networks to enhance client service, and Laurie Mensing, with over $80 million (2023) in annual sales volume in Northern Virginia, exemplifies this best.
Laurie partners with top stagers, media specialists, and contractors to ensure her listings are market-ready, polished, and competitive.
Her network allows her to seamlessly manage everything from repairs to staging and professional photography, creating a smooth, top-notch experience that clients appreciate.
How to Apply This Strategy
- Build a reliable network that shares your values.
A helpful, professional network empowers both buyers and sellers.
Go above and beyond the final transaction.
This will make encouraging referrals and repeat business much easier when it’s time to ask.
6. Leverage Technology and Advanced CRM Tools
Technology is non-negotiable for top agents today.
Leveraging the right tools, from CRMs to real estate marketing automation, can streamline your work and enhance client interactions.
Hermela, Candyce and the McArtors (Natalie and Curt) use advanced CRM systems, like TopShotPro’s Top Producer Operating System™ (TPOS™), to keep track of client communications, automate follow-ups, and organize the transactional items.
But we recommend starting with something simple.
How to Apply This Strategy:
- Choose a Real Estate Marketing CRM that works for you and commit to learning its features.
TopShotPro’s TPOS™ can help you automate follow-ups, track leads, and manage interactions so nothing slips through the cracks.
Try to stay in touch with emerging technology as you grow your real estate career.
Look for technology that supports your workflow and allows you to deliver exceptional service.
7. Balance Emotional Intelligence with Professionalism
Top producers know how to manage the emotional roller coaster that real estate often brings.
High-stakes transactions can be stressful, and all the agents discussed are known for keeping clients calm and focused.
This skill is essential in retaining clients and growing a referral system.
How to Apply This Strategy:
- Practice emotional intelligence by learning to read clients’ emotional cues throughout the process
- Don’t be afraid to adjust your approach if something isn’t working.
This means practicing patience, empathy, and clear communication like a pro.
Clients appreciate agents who can navigate stress and keep the transaction moving smoothly.
When clients feel you understand and support them, they’ll likely stick with you and refer others.
In the end…
What separates top producers from the rest isn’t luck or timing—it’s their strategic approach to building relationships, leveraging niche expertise, presenting properties effectively, and embracing technology.
By implementing these seven mindset strategies, you’ll set yourself up to grow your client base, close more deals, and build a lasting reputation as a trusted real estate expert in the DMV.
Ready to take your real estate business to the next level?
Start with these strategies, and if you’re looking for a tech partner to streamline your work, try out TopShotPro’s TPOS™ CRM system at $1 for 21 days.
It’s the easiest way for growing Realtors to keep their business running smoothly and build a steady stream of new prospects monthly.
