Where Are Top Producers Generating Business From in 2026?

By Emily Marchese

Emily is the CEO & Founder of the Marchese Team and Marchese Real Estate. Throughout her extensive career, Emily has received some of the industry’s highest honors, including KW’s Empire Builder, America’s Top 100 Agents, Real Trends The Thousand, NJ’s Circle of Excellence Platinum Award, and KW Cultural Icon.

If you’re feeling unsure about where to focus your efforts this year, you’re not alone. One of the most common questions I hear is, “Where are top agents getting their business right now?” After sitting in on a recent mastermind with some of the highest producers in our market, the answer was loud and clear: success is coming from four focused, repeatable lead sources.

Here’s a breakdown of what’s actually working and how you can apply it in your business.

1. Your sphere of influence is still your #1 asset. Top agents aren’t letting their SOI go cold. They’re staying top of mind with genuine, personalized touches, not just the occasional holiday card. I’m talking about video texts, Instagram DMs, handwritten notes, and real market updates. They’re inviting past clients to pop-by events and tagging them in social posts. Staying visible keeps relationships strong, and relationships are still what drive the majority of referrals and repeat business in 2026.

2. Open houses are back with a strategy. Open houses are working again, but the old approach won’t cut it. The top producers I talk to are running them like mini-lead-generation campaigns. They’re pre-marketing online with geo-targeted ads, using QR code sign-ins, and following up quickly with smart scripts. They’re also leveraging neighbor invites to expand their list. When done right, one well-run open house can lead to multiple future clients, especially in markets with low inventory and active buyers.

3. High-intent online leads are still converting. Online leads are not dead. They’ve just evolved. Agents who are winning in this space are focused on quality over quantity. That means Google PPC with buyer intent, verified leads from platforms like Homes.com or Realtor.com, and custom funnels tied to landing pages and valuation tools. And they’re not waiting around. Top agents are calling or texting new leads within 2 minutes and using automated CRMs to maintain consistent follow-up.

4. Geo farming is all about precision. Gone are the days of blanket mailing an entire ZIP code. In 2026, geo farming is laser-focused. Successful agents are using predictive analytics to target “likely to sell” homes, pairing mailers with social ads, and sponsoring local events to build their brand. They’re not trying to be everywhere. They’re trying to dominate one or two neighborhoods and become the name everyone knows before a listing appointment is ever scheduled.

Top agents aren’t chasing shiny objects; they’re doubling down on what works. If you’re ready to simplify your business and scale the smart way, I’d love to help. Reach out anytime for a free strategy session. No pressure, just real advice tailored to what’s working right now.