Why Tactics Only Work When They Serve a Clear Strategy
Tactics are tempting because they feel actionable. Strategy feels slower and harder to define. That’s why many real estate businesses get stuck cycling through tactics without seeing lasting results.
A tactic answers the question of what to do. Strategy answers why it matters and when it should change. Without the second, the first never compounds.
Here’s how this actually shows up. An agent starts posting short videos because someone said video works. But there’s no clear message behind them. Engagement is inconsistent. Frustration builds. The tactic gets abandoned before it ever has a chance to work.
Compare that to an agent who decides to be known for explaining pricing clearly. Every video, post, email, and conversation reinforces that one idea. Over time, the tactic stops feeling like work and starts feeling like identity.
AI makes tactics easier to execute, but it doesn’t make them smarter. It accelerates whatever strategy already exists. If the strategy is clear, AI helps scale it. If it’s unclear, AI just accelerates noise.
The agents who win long term don’t avoid tactics. They subordinate them to strategy.
About Aaron Stelle
Aaron Stelle is a widely recognized real estate strategist, keynote speaker, and content creator who is currently serving as VP-Growth Architect with Fidelity National Financial.
Aaron works with real estate brokers, agents, and leadership teams across the Northwestern United States and Hawaii, advising on business strategy, marketing systems, technology adoption, and long-term growth planning. He is a frequent keynote speaker and educator, having presented at numerous regional and national events across the country.
In addition to his speaking and consulting work, Aaron is an industry contributor whose insights on real estate strategy, market behavior, and technology trends have been featured through Inman News. His work focuses on helping real estate professionals move beyond tactics and build clear, durable systems that support better decision-making, stronger client relationships, and sustainable growth.