Marketing mistakes that can sink a deal — and how to fix them
Consumers judge agents long before they ever make contact. Find out what it is about your headshot, email, website and more that could be driving clients away.
January 3, 2026
Jay Thompson
Guest Columnist
Jay Thompson is a former real estate agent and broker-owner who went on to work for Zillow Group for seven years before "retiring." He is currently an industry consultant and founder of Jay.Life Consulting, and he sits on the board of directors for the Beverly Carter Foundation and FBS (FlexMLS). He lives on the Texas Gulf Coast and spends significant time pursuing redfish, speckled trout and flounder on his kayak and Jet Ski.
- Agent-built AI chatbot serves up real advice with a sense of humorJay Thompson created the "Real Estate Therapist" AI assistant to talk agents off the ledge, draft tricky messages and add some levity to a tough job.July 11, 2025
- Agents Decoded: How to get more from your MLSIt may not be flashy, but your MLS is still one of your most powerful tools. Here’s how to use it better — and why it needs your support.June 14, 2025
- How agents should handle the private listings dramaBrokerages are battling each other (and the portals). Things have gotten loud and contentious, but here’s all you really need to know when talking to clients.May 17, 2025
- Industry shakeups: Corporate chaos or business as usual?How much should agents care about brokerage leadership changes, acquisitions and earnings reports? Enough to stay informed, because clients read headlines too.May 13, 2025
- 5 ways small firms can make a big impact without a big budgetAs a smaller brokerage or team, you may not have the backing of major brand or franchise, but you have some unique advantages. See how to make the most of them.November 16, 2024
- Agents Decoded: Finding opportunities in changeThe industry has weathered many storms, and through it all, has grown and thrived. So can agents. Jay Thompson shares 4 ways to leverage the changes ahead.July 19, 2024
- Agents Decoded: The future is uncertain — but don’t panic!NAR’s proposed settlement in the commissions cases has quickly led to a flurry of headlines — many of them wrong. Here’s what agents need to do.March 19, 2024
- Agents Decoded: Thinking about opening a brokerage? Start here.For Jay Thompson, starting his own firm was a career highlight. He lays out the pros and cons, and the questions agents should ask when pondering this big move.February 24, 2024
- Agents Decoded: How to choose a real estate brokerageJay Thompson's 3 essentials for landing at the right firm: Define your needs, understand the different brokerage models, and go deep during interviews.December 22, 2023
- Agents Decoded: Don't fear acquisitions (even when it's Zillow)When your favorite company or tool is acquired, it's normal to have concerns — but try to set your biases aside instead of running for the hills.November 12, 2023
- Men, it's time to do betterSexism isn't just a societal problem, it's a real estate industry problem. And if anything is going to change, men will have to step up — and speak up.September 19, 2023
- Agents Decoded: It's time to get serious about agent safetyAmid a new wave of reports of the dangers of working as a real estate agent, Jay Thompson says the industry must take steps to improve safety for all agents.July 29, 2023
- Agents Decoded: Is it time to switch brokerages?Your choice of brokerage can have a big impact on your career. There are plenty of good reasons (and some not-so-good ones) to consider making a change.June 21, 2023
- Agents Decoded: How to get clients to contact youWhen Jay Thompson needed to find a great local agent, he went looking for someone with a solid online presence and good reviews — who also responded to calls.March 29, 2023
- Agents Decoded: How to grow your sphere of influenceBuilding your SOI is critical to long-term success in real estate. Veteran agent Jay Thompson offers practical tips for growing and nurturing your sphere.March 1, 2023
- Agents Decoded: Who needs a coach, and how do you pick one?Anyone can benefit from coaching — even experienced pros — if you find the right fit. Veteran agent Jay Thompson offers tips on how to choose a great coach.February 15, 2023
- Agents Decoded: How to pick a real estate conferenceAs you plan your schedule for 2023, consider attending a conference or two. Jay Thompson offers tips on what to look for and how to cut costs.December 21, 2022
- Agents Decoded: The holidays are here — and it's OK to take a breathIt's easy to get caught up in hustle culture, but Jay Thompson says this is a great time to reset and take a day off. It might even help your business.November 23, 2022
- Agents Decoded: Making sense of the headlinesIndustry veteran (and news junkie) Jay Thompson says agents can help themselves and their clients by reading beyond market headlines, putting news in context.November 18, 2022
