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How the right lender can help you build your real estate business

Sat, 25 Apr 2026 19:53:36 GMT

Your preferred lender should be a strategic extension of your business

by Darryl Davis April 24, 2026

In real estate, we spend a lot of time thinking about our relationships with sellers, buyers and colleagues. But there is one strategic partnership that rarely gets the attention it deserves: the relationship between an agent and their preferred lender .

This is not simply about having someone to refer clients to. The right lending partner can become one of the most powerful assets in your business development toolkit. Not just by closing transactions, but by helping you attract hesitant buyers, grow your pipeline and differentiate yourself in a crowded market.

5 ways a lender partnership can build your business

Here are five of the most effective and fully compliant ways a lender partnership can put more business in your hands.

1. The ‘buy now, refi-ready’ program

One of the most innovative ideas I have come across recently is a mortgage broker offering buyers the option to refinance within 12 months of closing, without paying brokerage fees on the new loan.

Think about what that means for your buyer conversations right now. According to Freddie Mac’s Primary Mortgage Market Survey , mortgage rates have remained elevated well above the historic lows buyers enjoyed just a few years ago. Many buyers are frozen, not because they cannot afford a payment, but because they do not want to commit to today’s rate if there is a chance rates could fall meaningfully in the next twelve months.

Their internal calculus sounds like this: “Why lock in 7 percent today when I might be able to get 5.5 percent next spring?”

This program dismantles that hesitation entirely. Instead of trying to convince a buyer to ignore the rate environment , you can say with confidence:

“If rates drop within the next 12 months, your lender will refinance you at no closing cost from their side.”

That one sentence removes the single biggest psychological barrier keeping buyers on the sidelines.

This is a legitimate consumer-facing product. The lender builds the potential cost of a future refinance into their overall business model. When rates drop, clients return, reinforcing loyalty and generating referrals all the way around. The buyer gets protection. You get the sale today. And your lender builds a lifelong client relationship.

That’s a win-win-win!

2. The 24-hour pre-approval advantage

In a competitive market, speed matters, and too many agents are working with lenders who take three to five business days to produce a pre-approval letter. That lag can cost you a transaction.

A lender who offers same-day or next-day pre-approvals gives you a genuine edge. When a buyer is ready to move, you move. You can write offers confidently, respond to new listings quickly, and demonstrate to sellers and listing agents that your buyers are serious and financially prepared.

In multiple-offer situations, having a clean, verified pre-approval ready from the start can be the difference between winning and losing a home. Make fast pre-approvals a standard expectation when you are evaluating a lending partner, and then make that capability part of your own value proposition when presenting to buyers.

3. Co-hosted 1st-time buyer workshops

Here is a strategy that is both business-generating and community-serving: partner with your preferred lender to host first-time buyer education workshops , whether in your office, at a local library or online.

These events are RESPA-compliant when marketing costs are split proportionally and both parties benefit from the visibility. You are not paying each other for referrals. You are jointly investing in bringing buyers off the fence.

According to the National Association of Realtors , first-time buyers have represented a shrinking share of the market in recent years, largely due to affordability pressures. A workshop that covers topics like how credit scores affect mortgage rates, what loan programs are available, and how to realistically save for a down payment positions you and your lender as trusted educators, not salespeople.

That trust translates directly into clients. The agent who taught the class is almost always the agent who gets the call when those attendees are ready to buy.

4. Down payment assistance expertise

There is an entire segment of ready-to-buy buyers who believe homeownership is out of reach simply because they do not have a traditional down payment saved. A lender who specializes in down payment assistance programs, including state, county and federal options, can unlock that segment for you.

The National Council of State Housing Agencies tracks hundreds of active programs across the country, including grants, forgivable second mortgages and matched savings initiatives that most buyers have never heard of. When you can introduce a buyer to a lender who navigates these programs fluently, you have just converted a “someday” buyer into a closing.

Ask your lender partner to walk you through exactly which programs are available in your specific market and which buyer profiles qualify. When you become the agent who helps buyers find funding they did not know existed, your referral business grows in ways that no marketing budget can replicate.

5. Credit coaching for ‘not-yet-ready’ buyers

Not every buyer who walks through your door is ready to close in 90 days. Some need six to 12 months to improve their credit score, pay down debt or build savings. Most agents treat that conversation as a dead end. The smart ones treat it as a pipeline investment.

A lender who offers free credit coaching or financial readiness consultations can help you convert a “not yet” buyer into a future closed transaction. The lender does the heavy lifting — reviewing the buyer’s credit profile, mapping out a clear improvement plan and staying in periodic contact. When that buyer crosses the threshold and becomes mortgage-ready, they already have a lender they trust. And if you have stayed in the relationship, they have an agent they trust too.

This is not a referral fee arrangement. The lender is providing a genuine consumer service. You are providing warm introductions from your sphere. The outcome benefits everyone, especially the buyer who enters homeownership on solid financial footing.

Choose your lender like a business partner

Your preferred lender should not be an afterthought — someone whose business card you hand out and hope for the best. They should be a strategic extension of your business: someone actively invested in your growth and your clients’ success.

Look for lenders who bring creativity and consumer-focused innovation to the table, who respond with urgency, who educate rather than simply originate and who understand that their long-term success is directly tied to yours.

The agents who build that kind of partnership will always have a pipeline. The ones who do not will always be chasing one.

Darryl Davis is the CEO of Darryl Davis Seminars . Connect with him on Facebook or YouTube .

Buyers are scared. That's why they need our insight right now | Inman

Sat, 18 Apr 2026 12:55:18 GMT

Our job is to help clients make better decisions than they’d make on their own

by Greg Hague April 14, 2026

There’s a number making the rounds right now that every buyer’s agent in America should know cold: 630,000.

That’s how many more homesellers than buyers are in the U.S. market, according to Redfin . The biggest gap on record. An estimated 46.3 percent more sellers than buyers as of February, up from 29.8 percent a year earlier. At an estimated 1.36 million, the number of active buyers is the lowest in Redfin’s tracking history.

You’ve seen the headlines. You’ve heard the narrative: Buyer’s market . Sellers in trouble.

And your buyers have seen it, too, which is precisely the problem.

Because those headlines are telling your buyers the wrong story. And if we’re being honest with ourselves, too many agents are letting them believe it.

Reading between the lines

I’ve been in this business for over 50 years. I sold homes when mortgage rates hit 18 percent in 1980 and 1981. I was there for the savings and loan crisis, the 2008 financial collapse, the COVID freeze and the buying frenzy that followed.

Every one of those moments produced the same pattern: Fear paralyzed the crowd, and the people who moved during the paralysis built wealth that lasted decades.

Five decades in the real estate trenches taught me that the crowd reacts to the headline. The professional reads between the lines. That’s our job. And right now, reading between the lines has never mattered more.

So, let’s read between them.

The 630,000 gap isn’t because there are too many sellers or too much inventory. It’s because there are too few buyers. Many in the industry are focused on the supply side of the equation. The answer is on the demand side.

Why does this distinction matter? Because when inventory rises because sellers are flooding the market with homes, that’s a pricing problem. But when inventory rises because buyers have left the building, that’s a confidence problem. And the cure for each is completely different.

Think of it this way. If a restaurant has 50 empty tables, you might assume the food is terrible. But what if the food is fine and there’s a gas shortage, so nobody can drive there? The problem isn’t the menu. It’s the road.

The road is the problem

Right now, the road is the problem. Mortgage rates hovering around 6.5 percent. The Iran conflict pushing oil prices higher. Tariffs rattling the markets. Layoffs making headlines. A recent survey from the National Endowment for Financial Education found that 88 percent of Americans were experiencing financial stress heading into 2026.

The fastest-rising real estate search on Google right now? “ Housing crash 2026 .” It’s up 1,900 percent.

Your buyers aren’t staying home because they don’t want to buy. They’re staying home because they’re scared. And scared money, as they say on Wall Street, doesn’t make money.

If you represent buyers, this means your clients are sitting on what may be one of the greatest purchasing opportunities in recent history, and most of them don’t know it.

Lisa Sturtevant , Chief Economist at Bright MLS, made the point that most sellers are also buyers. “If you see more sellers,” she said, “the buyers are often right behind them. They’re just harder to measure because they’re the same people.”

The “gap” between buyers and sellers isn’t a gap between two opposing armies. It’s a measurement of hesitation within the same group of people. This isn’t a market in collapse. It’s a market holding its breath.

I’ve seen markets hold their breath before. In 1981. In 2009. During COVID. They always exhale eventually. And when they do, the buyers who moved during the silence are the ones who built lasting wealth. The ones who waited? They paid more for less.

What your clients need to hear from you

This is the conversation your buyers need to hear from you. Not the headline. The story underneath it. Right now, sellers are negotiating. Inventory is abundant . Competition is thin. Your buyer has leverage that didn’t exist two years ago and may not exist two years from now.

Our job as professionals isn’t just to help buyers buy and sellers sell. It’s to read between the lines and help our clients make better decisions than they’d make on their own. That’s the value of a great agent. That’s the value the headlines will never provide.

The 630,000 number is real. But it’s not a verdict. It’s a snapshot of collective anxiety that can evaporate as fast as it occurs. Anxiety, in my experience, is typically a temporary condition, not a reliable advisor of the future.

The agents who help their buyers keep their nerve during the anxiety will be the ones whose clients are holding the keys when confidence returns. They will also be the agents homeowners call when it’s time to sell.

Watch the news. Read between the lines. Your clients need it. Your future business may depend on it.

Greg Hague is CEO of 72SOLD, a real estate attorney, broker and agent with 50 years of industry experience. Connect with him on Facebook or LinkedIn .

If real estate agents don't matter, why are FSBOs at an all-time low?

Sat, 11 Apr 2026 19:56:09 GMT

Real estate pros aren't just door-openers. They are guides

by Lori Muller April 09, 2026

Almost every real estate professional has heard some version of the same question. “What exactly do agents do? I can find houses online myself.”

It’s not usually meant as an insult. In fact, most consumers genuinely believe it. After all, technology has changed how people search for homes. Buyers can scroll through listings on their phones while sitting on the couch. They can see photos, watch virtual tours, track price changes and research neighborhoods before ever speaking to a professional.

From the outside looking in, it can appear as though the real estate agent’s job has been reduced to unlocking doors and filling out paperwork.

The logic sounds simple enough.

If I can find the house online, why do I need an agent?
If I want to buy a home, can’t I just knock on the door?
If I want to sell my house, can’t I just list it myself?

State forms are available online. Negotiation tips are everywhere on the internet. Contracts can be downloaded with a few clicks.

So why involve a professional at all? It’s a fair question. But if it were really that easy, we would see a very different real estate market.

My real estate agents still matter

According to the National Association of Realtors’ 2025 Profile of Home Buyers and Sellers , only 5 percent of homes were sold as for sale by owner (FSBO) over the past year — the lowest level ever recorded.

Think about that for a moment. In an age where consumers can access nearly unlimited information online, the percentage of people choosing to sell their homes without professional representation has dropped to an all-time low.

If the internet truly replaced the need for real estate professionals, FSBO transactions would be exploding. Instead, the opposite is happening. Why? Because searching for a home online is the easiest part of the entire process. The real work begins after a buyer finds the property they love.

Suddenly there are contracts to interpret, disclosures to review, inspections to coordinate, financing timelines to manage, negotiations to navigate and legal obligations that vary by state. There are appraisal issues, title concerns, repair requests, contingency deadlines and emotional moments where decisions involving hundreds of thousands — sometimes millions — of dollars must be made carefully.

Real estate professionals aren’t just opening doors. They are guiding people through one of the most complex financial and legal transactions of their lives. And the stakes are high.

Housing isn’t just another industry — it’s a cornerstone of the American economy . According to research cited by Fiduciary Trust , housing represents roughly 18 percent of U.S. GDP and nearly one-third of household spending. It influences everything from consumer confidence to interest rates, construction jobs, lending activity and community development.

In other words, housing doesn’t just move families. It moves the economy.

The economic impact of real estate

Every successful real estate transaction supports a chain of professionals and industries — lenders, title companies, inspectors, contractors, movers, insurance providers and countless local businesses. Communities grow. Neighborhoods stabilize. Families build wealth.

And at the center of that process is a professional who understands how to guide people through it. Yet many agents still downplay their role. Ask a real estate professional what they do for a living, and you’ll often hear a modest answer.

“I’m a real estate agent.” Or perhaps, “I sell homes.”

But that description barely scratches the surface.

Real estate professionals help first-time buyers achieve something they once thought impossible.

They guide families relocating for new opportunities.
They support individuals navigating divorce , loss or major life transitions.
They help seniors downsize into their next chapter and investors build long-term wealth.
They negotiate on behalf of clients who may never have negotiated a real estate contract before.
They solve problems before clients even know those problems exist.
They protect , guide and advocate .

The truth is, real estate professionals don’t simply sell houses. They change lives.

They help people achieve the American dream of homeownership. They help build stronger communities. They help fuel one of the most important sectors of the American economy.

And they do it one relationship at a time.

That’s why it’s important for those in this profession to stand a little taller.

Continue to educate yourself. Strengthen your expertise. Build confidence in the value you provide and the role you play in the marketplace.

Because when someone asks you what you do for a living, the answer shouldn’t be delivered with hesitation.

It should be delivered with pride. You can say you’re a real estate professional . Or you can smile — ear to ear — and tell them the truth.

“I help people achieve the American dream of homeownership. I help build our economy, strengthen our communities and support families through one of the most important decisions of their lives.”

That’s not just a job. That’s a profession worth standing tall for.

Lori Muller is the president of Fathom Realty in Appleton, Wisconsin. Connect with her on Facebook or LinkedIn .

What today’s buyer really wants (and what that means for agents)

Sat, 04 Apr 2026 13:58:55 GMT

Consumer trends and data insights to boost your spring market strategy

by Ginger Wilcox March 24, 2026

Over the past two decades, consumer behavior has shifted in ways that have reshaped how people think about home. Social platforms expanded what people thought was possible in their own lives, and remote work made the home the center of daily life in a way that it never had been before. The result is a buyer who is more informed and harder to impress.

Each of these shifts is now evident in how buyers evaluate a home. Historically, a home was a financial investment and a practical decision, shaped by commute times, school districts and family logistics.

Today, buyers want spaces that support how they live, work and restore. Features like home offices, outdoor cooking spaces, personal gyms and spa-like bathrooms are no longer extras; they are part of how buyers define a home worth having.

To help agents understand this mindset, we studied how lifestyle preferences are shaping real estate decisions today. The Better Homes and Gardens Real Estate 2026 Design Trends Moving Real Estate Report draws on consumer research, agent insight and design expertise to identify where value is being created and what buyers are responding to.

6 key trends driving buyer decisions in 2026

Layout: Flexibility outweighs square footage. Eighty-six percent of buyers say adaptable layouts help them see beyond size and imagine how they will use the home each day.
Starter homes: Buyers want thoughtful design, natural beauty and a sense of belonging.
Paint colors: Forty percent of buyers say paint color strongly shapes first impressions. Calming neutrals and earth-inspired tones create warmth and increase perceived value.
The Instagram effect: Social media trends are shaping real-world expectations. Curated pantries, reading nooks and handcrafted kitchens are becoming features buyers actively seek.
Craftsmanship: Quality materials and custom details signal longevity and character. Buyers will pay more for homes that feel well-made.
Curb appeal: Nearly half of buyers hesitate if a home does not feel right from the moment they arrive. Native landscaping and simple, natural finishes create exteriors that feel balanced and welcoming.

Turning trends into traction for agents

These insights give agents practical direction: framing listing conversations, highlighting what buyers value, and guiding sellers toward the updates most likely to improve sale price and reduce time on market.

Focus preparation conversations on function and flow. A home that works well is easier for buyers to imagine living in.
Use trend data to explain why certain updates improve value and usability.
Help sellers invest in elements that shape emotional response: lighting, paint, layout enhancements and curb appeal.
Strengthen presentation so the home feels intuitive, calm and ready for daily life.

Homeownership remains one of the most significant decisions people make. Buyers approach the process with a clearer sense of how they want to live, and they look for agents who understand that. The agents who know this data and can translate it into honest guidance are the ones who will win repeat business and referrals.

Methodology

The consumer survey was conducted by thinqinsights on behalf of Better Homes and Gardens Real Estate LLC from Oct. 6 to Oct. 9, 2025. The device-agnostic online survey included 500 U.S. adults aged 21 and older, recruited through a national consumer research panel. Respondents were current or prospective homeowners who were highly involved in home design and renovation decisions. The margin of error for the total sample is ±4.4 percentage points at a 95 percent confidence level. Qualifying criteria included having purchased a home within the past two years or planning to purchase one within the next two years or having completed a major home renovation in the past two years or planning one within the next two years.

Ginger Wilcox is the President of Better Homes and Gardens Real Estate.

Buyers agents are more valuable in today's listing landscape | Inman

Sat, 28 Mar 2026 23:39:50 GMT

The single, unified marketplace is behind us. Here's what's next

by Darryl Davis March 27, 2026

Something has shifted in the real estate marketplace, and most buyers have no idea it is happening.

The listing landscape buyers have relied on for two decades — one central place, one search, one click to see every home — is fracturing. Two distinct categories now operate outside the traditional MLS .

The first: true private listings, homes never publicly advertised, shown only within one brokerage’s internal network.

The second: pre-market or coming-soon listings, homes publicly advertised on portals like Zillow and Redfin, but with showings restricted.

Compass Private Exclusives fall into the first category. Zillow Preview — with Keller Williams, REMAX and HomeServices — and Howard Hanna’s HannaList fall into the second. Buyers searching any single portal today will miss homes in both categories.

According to Compass’s Q4 2024 SEC earnings filing , 55 percent of all new Compass listings in February 2025 started as a private exclusive or coming soon — never reaching the MLS on day one. And Zillow’s own research shows that sellers who list off the MLS lose between 1.5 percent and 3.7 percent compared to MLS-listed homes.

The system is being restructured to benefit the largest brokerages, and most consumers don’t know it yet.

Here is what that means for you as a buyer’s agent: The job just got harder. And your value just went up considerably.

When the marketplace fragments, the agent who can navigate all of it becomes indispensable. You are no longer just the negotiator. You are the map.

What buyers are about to face

For years, the MLS — and the portals that fed from it — was the bedrock of our industry. Buyers could search Zillow or Realtor.com and be reasonably confident they were seeing the full market. That era is ending.

What buyers are about to experience is something closer to a treasure hunt than a search. Homes will be sitting in private brokerage networks, coming-soon platforms and agent-to-agent channels, each accessible only through the right connection at the right firm. A buyer going it alone will see a narrower market than the one that actually exists. They will lose homes they never knew were available.

That disorientation and frustration? That is your opening.

The silver lining: You are the aggregator now

In a unified marketplace, finding the property was table stakes. Any motivated buyer could pull up a portal and see the market. Your value was in your counsel, your negotiation skill, your ability to manage the transaction.

In a fragmented marketplace, finding the property is no longer something buyers can easily do for themselves. The agent who can aggregate — pulling inventory from direct brokerage relationships, coming-soon platforms and off-market channels — is now delivering something the buyer cannot replicate alone.

Your value proposition used to be: “I will help you negotiate and close.” Now it is: “I will find you homes the market cannot see, and then I will help you negotiate and close.” That is a more powerful conversation, and buyers are ready to hear it.

How to actually do this: 4 moves

1. Make direct calls to listing agents about co-broking on private inventory

This is the most underused skill in a buyer’s agent’s toolkit. When you have a pre-approved, motivated buyer, call listing agents at the dominant brokerages in your market. Not a mass email — a phone call. Tell them:

“I have a buyer looking for a three-bedroom in this neighborhood, price range X to Y, ready to move. If you have anything coming in the next 30 to 60 days, I would love to talk about co-broking it.”

You are asking for a conversation, not a commission. Most agents will take that call.

2. Build a detailed wish list for every buyer before you start searching

When you call a listing agent about private inventory, you need to describe your buyer precisely: location, price range, size, timing, must-haves and deal-breakers. The more specific you are, the more useful you are to that listing agent. Specificity opens doors that vague requests cannot.

3. Monitor coming-soon platforms every day, not every week

Zillow Preview — launched with Keller Williams, REMAX, HomeServices of America, Side and United Real Estate — displays coming-soon listings on Zillow and Trulia before MLS entry. Compass coming-soon listings now appear on Redfin via the Compass/Rocket/Redfin partnership. And eXp Realty will be syndicating coming-soon listings to Realtor.com, Homes.com and ComeHome.com in April.

A 48-hour lead on a coming-soon listing is the difference between writing an offer and reading a just-sold notification.

4. Know your market’s inventory landscape before your buyer needs it

Before your next buyer consultation, know which brokerages control the largest share of private or pre-market inventory locally, which Zillow Preview partners operate in your market, and which coming-soon feeds are active. The agent who walks in already knowing the landscape delivers a fundamentally different level of service.

How to say this to your buyers

“The real estate market has changed. The MLS is no longer the only place homes are sold. A growing number of properties never appear on Zillow or any public portal. My job is to find you those homes, not just the ones anyone with an internet connection can see. When you work with me, you are not searching the same database as everyone else. You are accessing a network.”

That is not a script. It is the truth. And buyers will understand it immediately, because it speaks directly to the frustration, they are about to feel.

The agents who win in this market

The MLS is not dead. Cooperation is not dead. But the era of the single, unified marketplace — where every available home was findable in one place — is behind us. What comes next rewards agents who know the landscape, make the calls and show up as the connector their buyers cannot be on their own.

This industry just handed you a reason to be indispensable. Use it.

Darryl Davis is the CEO of Darryl Davis Seminars . Connect with him on Facebook or YouTube .

Elderly homeowners targeted in 'massive' title fraud conspiracy | Inman

Sun, 22 Mar 2026 13:04:29 GMT

11 people are alleged to have used victims' identities to secure millions in hard money loans

by Christy Murdock March 20, 2026

Eleven defendants have been arrested on charges including conspiracy to commit wire fraud, aggravated identity theft and conspiracy to commit money laundering. They’re accused of stealing the identities of elderly victims, using the information to obtain title reports for residential properties, and then using these property titles as security for millions of dollars in hard money loans.

According to the grand jury indictment, the group allegedly operated between January 2021 and May 2023, fraudulently obtaining personal information from elderly California property owners in Santa Monica, Hollywood, Hollywood Hills, Westwood and Chinatown. They then allegedly created counterfeit IDs and email accounts in the victims’ names in order to represent “themselves as the victims’ agents, brokers, representatives or relatives” and submitt “fraudulent applications to private money lenders for hard money loans secured by the victims’ properties.”

Among the false documents were “bank statements, rental agreements, doctors’ notes and death certificates,” which were allegedly used to back up the conspirators’ stories about the victims’ assets, finances and health as well as the purpose of the loans. Documents were also allegedly used to create “synthetic identities,” which were then used to open bank accounts under the victims’ names.

According to the Department of Justice statement on the case, the total intended loss was approximately $17.4 million, with actual losses of approximately $6 million.

“The defendants didn’t just steal identities, they used those stolen identities to secure high-value real estate loans, fabricate financial documents, and move millions of dollars through a maze of fraudulent businesses and funnel accounts,” Tyler Hatcher, Special Agent in Charge, IRS-CI Los Angeles Field Office, said in the statement.

“Our agents traced every wire, every transfer, and every shell account to expose the financial backbone of this conspiracy. This indictment sends a clear message, IRS-CI will dismantle the money pipelines that allow complex fraud schemes to flourish, and we will hold accountable those who profit from exploiting our financial system.”

If found guilty, the defendants would face a maximum sentence of 20 years in federal prison for each fraud and money laundering count, plus a mandatory sentence of two years, consecutive, for each aggravated identity theft count.

Email Christy Murdock

10 profit holes that can sink your real estate business

Sun, 15 Mar 2026 15:51:28 GMT

Cut waste and generate more leads to grow your real estate business

by Bernice Ross March 11, 2026

Business success is determined as much by what you don’t do as by what you decide to do. One way to increase your profit is to do more business . On the other hand, you can also increase your profit by cutting expenses or avoiding activities that waste your time.

Most real estate agents focus primarily on profits — how many more leads they can generate, how many listings they can obtain and how many referrals they can generate from past clients and their sphere. What typically gets put on the back burner is how expenses and procrastination can cost them way more money in ways they don’t realize.

Sometimes the fastest way to increase your income has nothing to do with adding something new but tightening or becoming more efficient at what you’re already doing.

5 ways to increase profit by doing more business

1. Increase the number of quality conversations you have each week

Nothing replaces direct contact. If you’re an agent, that means scheduling face-to-face meetings as soon as possible after acquiring a lead. In fact, NAR statistics show that the agent who has the first face-to-face meeting with a seller gets the listing up to 80 percent of the time . Revenue starts with contact, especially when it’s face-to-face.

2. Raise your average transaction value

You don’t always need more deals, but better deals. That can mean moving up in price range , expanding into a nearby market area, or establishing a new niche based on your interests (golf properties). A small shift in average deal size often produces more profit as opposed to doubling your efforts on less expensive properties.

3. Build repeat and referral systems

Every closed transaction should plant seeds for the next one. A past client who refers one person per year changes your business permanently. Agents who communicate consistently with their clients often attract referrals simply by staying in regular contact. In other words, relationships scale more efficiently than advertising.

4. Improve conversion instead of volume

If you only convert 10 percent of your leads, you’re leaving money on the table. Lower conversion rates typically result from focusing on cold leads as opposed to working your sphere and past client list. In fact, close to 55 percent of the closed transactions each year are with people you know or with a referral from someone you know. Consequently, devote most of your time and money to generating leads from people you know.

5. Add one complementary revenue stream

Agents might add first-time buyers, luxury, relocation or one- to four-unit investor representation as new niches. You don’t need five new ventures, but only one addition that works to expand your reach into a market you’re not currently serving.

5 ways to increase profit by cutting waste

1. Stop doing low-value tasks yourself

You might pride yourself on handling everything, but that habit can severely handicap the income you can earn. When you spend hours on tasks someone else can complete competently, you shrink your earning capacity. The reason? You have less time to spend working in your business as opposed to running errands and doing tasks that eat up your valuable time.

While learning to delegate may be difficult, the amount of time it frees up to grow your business and to have more quality time with your loved ones is well worth it.

2. Eliminate expenses that no longer serve your strategy

An easy step to cut out unnecessary costs is to stop “auto-renewal” on any subscriptions or other products. (You can also use a credit card that expires in the next 12 months.) It’s important to evaluate each product you pay for at least annually to see if you’re still using it and if it’s still worth the money.

3. Stop chasing unqualified prospects

Time spent trying to convince someone who will never act drains you of both your time and energy. Be willing to say “no” sooner. One strategy that has worked for me for decades is to ask, “Who’s closest to the money?” That’s where you put your primary focus.

Avoid allowing the psychic vampires who suck your time (and money) sneak into your calendar. Profit grows when your time aligns with people who take action, whether it’s in a deal or even how long you must wait for a contractor to do an inspection or fix a problem.

4. Reduce emotional reactivity

Blaming the market, lenders or other agents, consumes mental bandwidth. That energy could go toward problem-solving. Emotional discipline keeps negotiations clean and relationships intact. Long-term income depends on reputation more than on any single transaction.

5. Stop waiting for perfect conditions

Perfectionism disguises itself as caution. Markets are never completely stable, and every deal has flaws. The question is how much effort you put into feeling confident enough to act. Thoughtful action beats prolonged hesitation.

Here’s the most important point. You can grow your business from both directions at once. Add one meaningful revenue activity and remove one consistent drain. You don’t need a dramatic overhaul. Instead, just changing a few simple things can make a big difference. Profit can grow from both expansion and cutting back. The professionals who thrive in this business have learned to do both.

Bernice Ross is president and CEO of BrokerageUP and RealEstateCoach.com , the founder of Profit.RealEstate and a national speaker, author and trainer with over 1,500 published articles.

Beyond pre-approval: How to bulletproof your buyer in a competitive market

Sun, 08 Mar 2026 01:03:13 GMT

Here's how to create stronger buyer offers and greater negotiating leverage

by Sofia Nadjibi March 05, 2026

As you look ahead to the spring market , it’s time to get ready to work with buyers who may be a bit gun-shy after the past couple of years. Interest rates have stabilized, inventory is gradually improving in some markets, and buyers who paused their search are beginning to reengage.

But one reality remains unchanged: Being pre-approved is no longer enough to win.

Today’s sellers aren’t simply choosing the highest offer. They’re choosing the offer that feels most certain to close.

For agents, that means shifting the conversation from qualification to execution strategy.

Why pre-approval alone doesn’t strengthen a buyer’s offer

While pre-approval is important, it’s a baseline expectation, not a competitive advantage. Sellers assume that buyers will include a pre-approval letter with their offer package, so it doesn’t move the needle during an evaluation of your client’s offer.

Sellers and their agents are evaluating risk, certainty and execution.

How much of a “sure thing” is this offer?
How certain are we that this buyer can make it to the closing table?
How many hoops will we have to jump through to get this deal done?

To answer these questions for the seller, you and your client will have to do more than agree on price and provide a lender letter. You’ll need to craft a strong offer that takes into consideration both the seller’s goals and your buyer’s needs.

What sellers interpret as a ‘strong offer’

Sellers and listing agents assess offers based on the following criteria:

Timing: How long will it take to close this deal? Are there special circumstances that could affect timing, either on the buyer or seller side?
Contingencies: Does the buyer need to sell before they can buy? How might financing, inspection and appraisal contingencies impact our ability to close this deal?
Complexity: Are there moving parts that could undermine our ability to get the deal closed? Do we need to consider special assessments, easements, zoning issues or other factors?

The better you position your buyer clients in regard to each of these factors, the more you reassure sellers that they’re likely to experience a smoothing closing process.

Strengthen a buyer’s offer by reducing uncertainty

Your job as a buyer agent is to frame your client’s offer in a way that improves seller confidence. Here are some strategies:

Clarify timelines

If your buyers need to stay on a strict timeline, talk to the listing agent about that upfront. If they need to be in soon, prioritize already-vacant listings during the home search. If they need a little extra time to close on their current property’s sale, consider financing options that provide some flexibility.

Remember, sometimes the timing challenge comes from the seller side. If your buyer is willing to bend over backward to be flexible on timing, that’s a major advantage you can add to your offer.

Manage contingencies

Keep a close eye on the contingencies attached to your offer, and communicate early if anything threatens the timeline you’ve set. If a holiday or scheduling backlog delays inspections or appraisals, flag it immediately with the listing agent and revise the contingency dates accordingly.

Align financing and contract terms

Write the offer around your buyer’s actual financial capacity, not how you hope the deal will work. If the contract promises a fast close or limited contingencies, the financing has to support that timeline without scrambling, extensions or last-minute renegotiations.

The competitive advantage of buyer liquidity

Many buyers are qualified, but their timing is off. Tied-up equity, too many contingencies for market conditions or gaps in their cash flow may weaken otherwise solid offers and raise red flags for listing agents.

Make sure your buyers have a solid sense of what will be required of them financially throughout the transaction, so they have what it takes to go the distance. That means that early in the process you should be discussing down payment assistance programs, seller help at closing and tools like bridge loans to ensure that buyers know what they’ll need and what options are available to help.

It also means maintaining close relationships with a variety of lenders, such as bridge loan lenders with different capabilities. That way, you can refer buyer clients to the right professional for their specific challenge or need.

The agent’s role: Strengthen buyer offers while managing risk

Your value lies in your judgment, transaction management and ability to make the homebuying process predictable, not flashy. Most buyers don’t know what they don’t know. Your ability to think 10 steps ahead and head off challenges before they become problems adds even more value to the service you provide.

Be the agent who can get deals done, even amid market challenges. Your reward will come in the form of joyful closing days, repeat clients and plenty of referrals in the years to come.

Sofia Nadjibi, MBA, is managing broker and founder of Golden Gate Lending Group in Tiburon, California, and author of The Power of Bridge Loans. Connect with her at her website or on Instagram .

Busy but broke: Where new agents waste their time

Sat, 28 Feb 2026 16:11:47 GMT

Ashlee Jankovich writes that new real estate agents must learn to protect their time and focus on the activities that matter most to keep their business on track

by Ashlee Jankovich February 27, 2026

Oftentimes, new agents can fall into the “busy” trap where they confuse activity with income. They become caught up in tedious tasks, which can lead to being exhausted yet still unproductive. The first two years in real estate aren’t about doing more; they’re about doing the right things repeatedly.

5 new agent time-wasters to avoid

Here are five ways that new agents waste their time (and how to avoid falling into those traps).

1. Chasing every lead

When you’re a new agent, it’s easy to say yes to every inquiry that comes your way. We’ve all been there at the beginning, driving across town for a $120,000 buyer who is outside your area.

Or maybe you’re working with unmotivated “maybe next year” prospects. New agents do this from scarcity instead of strategy. There’s an unnecessary pressure that agents put on themselves to prove their legitimacy.

Agents can fix this by setting a few boundaries early. They must have a set of minimum pre-qualification standards. Defining a primary service area prevents

wasted time in markets they don’t know. Knowing the client’s timeline is imperative. Agents should be tracking conversion over conversations.

2. Showing homes without structure

The first step that even some experienced agents miss in the buying process is the consultation. The consultation is imperative for building trust and setting expectations. This helps you familiarize yourself with the buyer’s wants, needs, timeline and budget, while they get to know a little bit about you at the same time.

Representation can be discussed along with how you are paid , so there are no surprises later on when they inevitably fall in love with a house that doesn’t offer cooperative compensation.

Without the consultation, you devalue yourself immediately. You become a door opener instead of a strategic advisor. Buyers will start to text you homes at 9 p.m., add properties last-minute and cancel showings casually.

At first, it feels like you’re staying busy, but over time, the lack of structure compounds. The consultation sets the tone for clear next steps before showings even start.

3. Over-perfecting branding

Agents waste so much time building their branding instead of building their business: obsessing over things like logo variations, brand colors, website layouts, headshot sessions, and bios, and spending time tweaking, redesigning, and waiting until everything feels “ready.”

Meanwhile, they avoid conversations. This happens because it feels safe. There’s no rejection; asking for business feels productive and looks impressive from the outside.

The reality is, no one hires you because of the font you chose. You’re losing time when you could be reaching out to your database and sphere. Confidence in this business comes from conversations, appointments, negotiations and contracts.

The fix is simple: One clean logo, one professional headshot and one clear message about who you help. Then shift your focus to daily outreach, weekly follow-up and real-world experience doing business.

4. Social media without a strategy

Social media is ever-changing, and it can be hard to find a strategy that clicks. Agents find themselves posting trending audios, dancing without direction and posting listings without context. Comparison creeps in, and next thing you know, you’re re-recording, perfecting the scenes, editing transitions and refreshing analytics.

Social media should support your business, but not replace it. Define your ideal client as your audience. Clarity creates traction. This will make your social media strategy clear. Define three content pillars: Education, the process, and information about the specific community or niche you serve.

Every post should have a simple and clear call to action: “DM me,” “comment for the guide,” “book a consult.” Be sure to track your conversations over your views and batch your content to save time.

New agents don’t need to be influencers . They need to be trusted advisors who happen to use social media.

5. Saying yes out of fear

New agents say “yes” because they’re afraid to say “no.” They take overpriced listings, agree to work without clear expectations, and stretch beyond their focus area not because it’s strategic, but because they’re worried the next opportunity won’t come.

They train themselves to operate reactively and teach clients that their time has no boundaries. Clients will expect unlimited access to you, which will lead to burnout and inconsistent results.

Agents should replace fear with standards and decide in advance what qualifies as a client that they will work with. They need to meet the following criteria: pre-approval requirements, realistic pricing expectations, geographic focus and communication boundaries.

When the standards are clear, decisions become easier. Saying no isn’t about arrogance; it’s about alignment. The more intentional you are early in your career, the faster you build a business that feels stable instead of stressful.

New agents don’t fail because they aren’t working. They fail because they are working on the wrong things. In this business, being “busy” isn’t a badge of honor; production is. The sooner you learn to protect your time, the faster your business starts to reward you.

Ashlee Jankovich is an agent with Berkshire Hathaway Homeservices PenFed Realty in Clarksville, Tennessee. Connect with her on Facebook and Instagram .

What you need to know about the House's new affordability bill | Inman

Sun, 15 Feb 2026 17:53:47 GMT

The Housing for the 21st Century Act passed on Monday, which aims to improve affordability through zoning, financing and regulatory overhauls. The bill will go to the Senate next

by Marian McPherson February 11, 2026

The U.S. House of Representatives overwhelmingly passed the Housing for the 21st Century Act on Monday.

The act is a 138-page bill aimed at improving housing affordability by streamlining zoning and permitting laws, encouraging upzoning to increase housing density, expanding access to development block grants, increasing the use of manufactured housing and improving financing options for homebuyers.

The bill has broad bipartisan support, with Rep. French Hill (R-Ark.) and Rep. Maxine Waters (D-Calif.) co-sponsoring the bill.

“When there aren’t enough homes, prices go up,” Hill wrote in a Feb. 6 op-ed for The Hill . “The Housing for the 21st Century Act includes real, bipartisan solutions to boost development by clearing out red tape and letting communities and local banks do their job. That’s how we expand supply, lower costs, and give families more options.”

The bill, which must now pass the Senate, is comprised of five main parts:

Building Smarter for the 21st Century: This section, known as Title I, focuses on streamlining zoning and permitting laws. If passed, the Department of Housing and Urban Development (HUD) would be charged with creating a “local zoning framework” that state and local municipalities could use to significantly boost housing stock, like reducing parking minimums and allowing multifamily housing (e.g., duplexes, triplexes, fourplexes, etc.) to be built on land previously zoned for single-family housing. The section also creates new exclusions and exemptions for office-to-residential conversions, and quadruples the Federal Housing Administration’s multifamily loan limits.
Modernizing Local Development and Rural Housing Programs : The second section focuses on modernizing the HOME Investment Partnerships Program and the Community Development Block Grant programs, and on expanding access to building grants.
Expanding Manufactured and Affordable Housing Finance: This section focuses on expanding access to manufactured housing through a series of financial and regulatory overhauls. However, the main proposal focuses on establishing a Federal Housing Administration pilot program for small-dollar mortgages to help homebuyers access financing for homes priced at $100,000 or less.
Protecting Borrowers and Assisted Families: The fourth section expands protections and housing access for buyers and renters by expanding housing counseling programs, starting a national eviction helpline, and excluding certain disability benefits from income calculations for HUD housing assistance and establishing data-sharing between HUD, the U.S. Department of Agriculture, and the Department of Veterans Affairs, among several other things.
Enhancing Oversight of Housing Providers: The final section requires the HUD Secretary, currently Scott Turner, to testify before Congress annually. Also, any housing agency with an administrative or judicial receiver or Federal monitor must submit annual notices to HUD, and those receivers and monitors must submit detailed reports to the House Financial Services Committee and the Senate Banking Committee, including unresolved issues.

The House Committee on Financial Services said more than 70 groups have backed the bill, including the National Association of Realtors, the National Association of Home Builders, and dozens of housing, banking and manufacturing groups.

An NAR spokesperson said the trade group “strongly supports” the Act, adding that the bill provides “the kind of comprehensive approach” needed to help solve a decades-long housing affordability crisis.

“NAR strongly supports bipartisan efforts in both chambers to address this crisis, and we believe Congress must act decisively to remove barriers to housing production and reform outdated programs, while giving communities the tools they need to build more homes,” NAR’s statement read. “By addressing barriers at the federal, state, and local levels, H.R. 6644 represents the kind of comprehensive approach needed to expand housing opportunities and restore affordability.”

“This legislation provides communities with technical assistance and incentives to reduce local barriers to housing development, streamlines federal environmental reviews that delay production, and modernizes critical programs like [HOME Investment Partnerships Program] and [Community Development Block Grant Programs] to work more effectively,” it continued. “It also removes outdated manufactured housing requirements and strengthens pathways for families to access credit and build wealth through homeownership.”

The Act has few detractors, with only nine representatives — Andy Biggs (R-Ariz.), Josh Brecheen (R-Okla.), Eli Crane (R-Ariz.), Paul Gosar (R-Ariz.), Thomas Massie (R-Ky.), Tom McClintock (R-Calif.), Chip Roy (R-Texas), Ryan Zinke (R-Mont.), and Lizzie Fletcher (D-Texas) — voting nay on Monday.

Although the first step went off without a hitch, there might be a few roadblocks ahead as the Senate floats its own affordability bill, the ROAD to Housing Act.

Senator Elizabeth Warren (D-Mass.) told Politico she has a few issues with the House’s bill , especially the sections that loosen regulations on community banks. Warren also wants the House to “take up” ROAD, which House Republicans don’t seem keen to do.

“ROAD to Housing is a Jenga tower. Adding or taking things away risks losing the unanimous coalition that we have built in the Senate,” Warren told the publication. “House Republicans should not hold housing relief hostage to push forward several bank deregulatory bills that will make our community banks more fragile.”

Read the entire bill here - H.R. 6644

What’s in, what’s out: 5 marketing shifts you can’t ignore | Inman

Sun, 08 Feb 2026 16:26:49 GMT

Every market shift creates opportunity, but only for those willing to adjust, Jimmy Burgess writes. The agents who grow fastest are the ones doing what works now

by Jimmy Burgess Today, February 08, 2026

Link to Video - https://youtu.be/7silQlEQROA

If you want true growth in your business, it rarely comes from doing more of what you’ve always done. It comes from recognizing what’s working right now, letting go of what no longer serves you and having the discipline to lean into emerging trends before everyone else does.

Every meaningful growth spurt I’ve experienced in my career came from identifying a shift early and going all in while others were still debating it. Every plateau or pullback happened when I held onto a strategy too long, even as the results quietly declined.

If you want to build momentum this year, it’s worth taking an honest look at which trends you’re riding and which ones you should be stepping away from. Here are five shifts I’m seeing clearly in today’s real estate landscape. These include what’s out, what’s in and how to apply each one in your business.

Audacious marketing is out. Authentic marketing is in

For years, real estate marketing rewarded flash. Big production. Polished branding. Perfect lighting. Cinematic videos. That approach still has its place in true luxury markets, but for most agents, it’s no longer the differentiator it once was.

What wins now is authenticity.

The truth is, the phone in your pocket today is as powerful as most cameras agents used five years ago. The real question isn’t how impressive your marketing looks; it’s whether it feels real. Does it reflect who you actually are? Does it match how you show up for clients in real life?

People don’t want perfection. They want connection.

Real estate is still a relationship business . When your marketing feels human and approachable, it creates trust faster than any glossy campaign ever could. Don’t wait for the “perfect” piece of content. Do more marketing that accurately reflects who you are, and your ideal clients will recognize themselves in it.

Mass marketing is out. Becoming micro-famous is in

There was a time when blasting a message to as many people as possible worked. Sending thousands of mailers. Emailing your entire database with one generic update. Casting the widest net possible. Although this strategy was successful in the past, that season has passed.

Today, growth comes from becoming “micro-famous” by being deeply known in a small, specific area or niche. It is better to dominate one neighborhood of 500 homes than to casually market to 5,000 households that barely recognize your name. Refining your messaging to a specific, smaller audience, while doubling the amount of mailers and marketing to that group, is much more effective.

If you committed to just two value-driven direct mail pieces per month to a single neighborhood for a year, you would be recognized as the go-to agent there. I’ve seen it happen countless times and consistency always beats scale.

There’s a story Luke Acree from Reminder Media shares that references a marketing experiment where a fictitious agent was created and mailed consistently to one neighborhood. Months later, residents were surveyed on who the best agent in the area was. More than half named the agent who didn’t even exist, simply because they saw that name repeatedly.

That’s the power of focus.

The same principle applies to content. Instead of posting about every buyer type, every price point and every corner of your city, choose a lane. One neighborhood. One niche. One audience. The riches really truly are in the niches.

‘Look at me’ marketing is out. ‘Look at you’ marketing is in

Bragging used to pass for marketing. Just sold posts. Awards. Rankings. Production stats. While those still matter internally, they’re no longer what pulls consumers in. What resonates now is storytelling, especially stories that make someone else the hero.

Instead of highlighting a sale, highlight the story behind it. The family navigating a downsizing after a child leaves for college. The buyers taking their first step into homeownership. When people recognize themselves in those stories, they begin to imagine you guiding them through a similar journey.

This also extends beyond transactions. Shine the spotlight on local businesses. New restaurants. Community events. Entrepreneurs in your market. When you consistently elevate others, something interesting happens: attention and referrals come back to you organically.

The agents growing their businesses the fastest right now aren’t shouting louder. They’re listening better and telling better stories.

Adding assistants is out. Building AI systems is in

For years, the default growth advice was simple: hire an assistant. And while human help still matters, we’re at a generational turning point. Artificial intelligence has become the most powerful assistant most agents will ever have and AI assistance comes without the payroll of a human assistant.

Before you add overhead, ask a different question: What systems could AI help me build right now? AI can help structure follow-up plans, outline social media workflows, generate market insights, organize checklists and even surface trending topics specific to your local area. Instead of delegating tasks, with AI you can design smarter systems once and let them run.

This is the first time in real estate history where agents can meaningfully scale their operations without immediately scaling expenses. The agents who learn how to use AI as a thinking partner, not just a shortcut, will create massive efficiency advantages.

Part-time agents are out. Full-time professionals are in

The pandemic created a unique season where almost anyone could close a deal or two since everybody wanted to buy real estate. That market is gone. Today’s buyers and sellers know the process is harder, more nuanced and higher-risk than it’s been in years. They aren’t looking for a favor. They’re looking for a professional.

This is the separation season. The agents who treat this as a full-time profession, the ones who understand contracts, negotiations, market shifts and client psychology, are standing out more than they have in a decade. Consumers want guidance, not guesswork.

This is good news for committed professionals.

When you invest in your skills, your systems and your service level, the market notices. Highlight the process. Show the preparation. Communicate the value. Get excited; your professionalism has become a competitive advantage again.

Ride the right waves

Every market shift creates opportunity, but only for those willing to adjust. The agents who grow fastest aren’t the ones doing more. They’re the ones doing what works now.

Audit your business honestly. Let go of trends that have peaked. Lean into the ones gaining momentum . Ride the waves that are heading toward shore, and you’ll reach your goals faster with far less resistance.

The best is still ahead for agents willing to adapt.

Jimmy Burgess is the Chief Coaching Officer for HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn .

How pop-bys keep you top of mind for repeat and referral business | Inman

Sun, 01 Feb 2026 22:20:54 GMT

Most agents put their energy into finding the next client, Lori Muller writes, but the most successful agents focus on honoring the relationships they already have

by Lori Muller January 29, 2026

Real estate professionals don’t lose business because past clients don’t like them. They lose business because past clients forget them.

The data tells a powerful story. The 2025 NAR Profile of Home Buyers and Sellers shows that for buyers:

41 percent found their agent through a referral
18 percent used an agent they had worked with before
91 percent said they would use their agent again

For sellers, the numbers are even stronger:

66 percent hired their agent through a referral
51 percent used the same agent again
And the majority said they would definitely use their agent in the future

The trust is there. The loyalty is there. So the real question becomes: Do they remember you when it matters?

That’s where the power of the pop-by comes in.

What a pop-by really means

A pop-by isn’t a branded giveaway or a seasonal drop-off designed to “check a box.” And it’s certainly not about asking for business.

A true pop-by is a relationship strategy.

It’s a purposeful, tangible way to stay connected with people who already know, like and trust you. It’s personal. It’s intentional. And when done correctly, it keeps you top of mind without ever feeling transactional.

Because while clients may intend to use you again, intention doesn’t always translate into action — especially when time passes, life changes and new names enter the conversation.

Pop-bys close that gap.

Memory is the missing link

In a world dominated by emails, texts, social media posts and ads, physical presence stands out.

A pop-by creates:

A pause in someone’s day
A moment of recognition
A reminder of the relationship

People don’t refer agents they barely remember — even if they had a positive experience. They refer the agent who shows up consistently, stays present after the transaction and makes them feel valued beyond the closing table.

Pop-bys aren’t about volume. They’re about being memorable.

Strategic targeting is what makes it work

Effective pop-by strategies are never random.

They are focused on a clearly defined group — often your top 50 past clients and sphere . These are the people most likely to refer you, advocate for you and bring your name into conversations when real estate comes up.

If you don’t have 50 past clients yet, your starting point is already around you:

Friends
Family
Coworkers
Your personal sphere

Everyone starts somewhere. What matters is intention.

A strong pop-by strategy:

Targets people who already trust you
Is personalized to their interests or life stage
Provides value, not clutter
Feels human, not automated

This is how raving fans are created — not through one big gesture, but through consistent, thoughtful ones.

Consistency builds advocacy

One pop-by won’t change your business. Consistency will.

When clients hear from you regularly — without being sold to — trust deepens. When they feel remembered and appreciated, loyalty grows. And when loyalty grows, referrals follow naturally.

This is where many agents fall short. After closing, communication slows. Touchpoints disappear. And relationships are left to maintain themselves.

They won’t.

Strong businesses are built on follow-up, follow-back and follow-through. Over time, those small, consistent actions compound into something far more powerful than marketing spend — they create advocacy.

Your past clients are your future clients

The data already shows us the path forward. Referrals matter. Repeat business matters. Relationships matter.

Pop-bys are simply the bridge between exceptional service and long-term growth.

They reinforce who you are, how you serve and why you matter — long after the transaction ends. And when done consistently, they don’t just generate business. They create connection, community and longevity.

One small pivot is all it takes

Most agents put their energy into finding the next client, but the most successful agents focus on honoring the relationships they already have.

Your past clients are not your history — they are your future.

So ask yourself:

Do the people I’ve served remember me?
Do they feel connected to me?
Do they talk about me when real estate comes up?

If the answer isn’t a confident yes, the solution isn’t more marketing . It’s more relationship. That is the true power of the pop-by.

Lori Muller is the founder and CEO of PAR+NER Real Estate and Empower Coaching, Consulting, Speaking and Events in Appleton, Wisconsin. Connect with her on Facebook or LinkedIn .

Bring back integrity: A call for agents to rise in 2026 | Inman

Sun, 25 Jan 2026 21:03:51 GMT

Real estate coach and contributor Darryl Davis says it’s time for agents to forget the noise and step up their integrity to define their career in the new year

by Darryl Davis January 16, 2026

In the late 19th century, Webster’s Dictionary defined integrity not only as “moral soundness” and “uprightness,” but with a striking phrase seldom seen today: “Uprightness in mutual dealings, especially in the transfer of property.”

Imagine that: Over a century ago, even the dictionary recognized that real estate — the transfer of property — was one of the greatest tests of a person’s integrity. And here we are in 2025, in an industry where trust is bruised, public perception is shaky and professionals across the country are fighting to reclaim their reputation and their worth.

If there was ever a time to bring integrity back to the forefront, this is the moment.

Why integrity matters more now than ever

The NAR settlement , lawsuits , media negativity and confusion around buyer representation have created a fog of mistrust.

Many consumers don’t understand the process, don’t trust it or don’t trust the professionals inside it. But here’s the truth: Integrity cuts through fog, restores clarity and elevates professionalism. When you operate with integrity, you’re not just protecting a transaction — you’re protecting your name, your career, your future and most importantly, the consumer experience.

What is integrity?

Moral soundness means your character is structurally solid — not chipped, compromised or hollow.

Think of integrity as the structural beam inside a house. You don’t always see the beam. It doesn’t advertise itself. But if the beam is weak, the whole structure collapses. Strong beam equals strong house. Strong integrity equals a strong career.

Where integrity breaks down

Integrity is not usually lost in one big fall. It erodes in small ways: saying you have a buyer when you don’t, overpricing a listing just to get it, telling sellers what they want to hear rather than what they need to hear, and not having a buyer sign a buyer agency agreement.

What are some examples of breakdown?
Cutting corners because “no one will notice.”
Speaking poorly about competitors to gain an advantage
Showing up late and justifying it
Not returning a call you promised to make.

Every small crack weakens the beam. Every small compromise costs you trust. Every small slip pulls the entire industry down, inch by inch.

8 practical tips to bring back real estate agent integrity

1. Tell the truth before it’s comfortable

Integrity is telling the truth, even when it is inconvenient. That means telling a seller, in a skillful way, so they can hear it, that their price expectations are unrealistic. It means explaining professional fees clearly and early, especially to buyers in our post-settlement world. It means being transparent about market conditions, even when it may discourage action. Comfortable truth builds friendships; uncomfortable truth builds trust.

2. Replace scripts with sincerity

Consumers don’t want a script — they want a human being. Yes, learn your dialogues. Yes, learn your presentations. But when speaking with a client, speak like a fiduciary , not a pitchman. When you’re sincere, integrity becomes visible.

3. Document everything

Integrity loves documentation: buyer agency agreements, fee agreements, showing disclosures, emails summarizing conversations and written confirmations of advice or concerns. Documentation not only protects you — it demonstrates professional integrity. When people see you documenting, they know you take your responsibilities seriously.

4. Stop overpromising

This is one of the fastest ways real estate professionals lose trust. Instead of promising outcomes, promise effort. Instead of guaranteeing timelines, guarantee communication. Instead of claiming certainty, claim commitment. Clients don’t need a superhero — they need someone dependable.

5. Respect property as if it were your own

This connects directly to that historic definition: “Uprightness in the transfer of property.” Don’t exaggerate features. Don’t hide defects.

Don’t withhold information you know is material. Don’t present selective data to push a decision. Your job is not to win a listing or sale — it’s to guide a human being through one of the biggest financial decisions of their life.

6. Do the right thing when no one is watching

The heart of integrity is what you do privately — how you talk about clients behind closed doors, how you manage private information, how you treat cooperating agents, how you handle conflict, how you behave when money is on the line. Remember the beam: The strongest beams are strong even in the parts you never see.

7. Honor your word (or communicate when you can’t)

Your word is your bond, not just your promise to a client, but the currency of your entire career.

Every “I’ll call you later” or “I’ll send that over tonight” is a micro-commitment. Most agents treat these as casual statements. Professionals with integrity treat them as verbal contracts.

If you cannot do what you promised, communicate before it becomes a violation — not after. Clients don’t lose trust because you’re busy; they lose trust because promises disappear into silence. Honor your word, and you fortify your career.

8. Adopt this guiding question

“If this conversation were being recorded and played back publicly, would I be proud of how I handled it?” If the answer is yes, you’re operating with integrity. If the answer is no, something needs to be realigned.

Integrity is not a brand position. It’s a daily practice

You can’t market integrity; you must live it. You can’t announce integrity; you must prove it. You can’t shortcut integrity — you must build it one decision at a time. Just like a house stands because its beams are solid, a career stands because its character is sound.

When you strengthen your integrity, you don’t just rebuild your business — you help rebuild the entire reputation of our industry. Because real estate doesn’t need more scripts, slogans or shiny tools. It needs more beams. More soundness. More professionals who rise above the noise with clarity, courage and moral strength.

It needs you — at your best.

Darryl Davis is the CEO of Darryl Davis Seminars . Connect with him on Facebook or YouTube .

7 lead-gen strategies to ignite your real estate business in 2026 | Inman

Mon, 19 Jan 2026 18:46:52 GMT

Lead generation is the name of the game in real estate. No matter how strong your listing presentation sounds or how great a negotiator you are, you cannot build a thriving business without a steady flow of new opportunities coming into your business.

7 lead gen strategies for 2026

Here are seven lead generation strategies you can use in 2026 that are practical, affordable and proven. Some cost nothing. Some cost time instead of money. Some require an investment of both time and money, but all of them move you closer to a sustainable, compounding business.

Link to Video - 7 Lead-Gen Strategies

1. Buy lunch, not leads

A lot of agents think they have a lead problem when they really have a relationship problem. They are chasing strangers while overlooking people who already know, like and trust them.

A few years ago, Heidi Harris , an agent and team leader out of Raleigh, North Carolina, told me she stopped paying to earn attention from people who had no connection to her. Instead, she started investing her time into deepening relationships with people already in her world.

Her strategy was simple. Two to three lunches or coffee meetings per week. The point was not the meal. The point was the relationship. She went into these catch-up meetings with one agenda: to genuinely learn what was happening in that person’s life.

Eventually, those conversations naturally turned toward business. When asked about her business, she would simply say, “It’s going really well, and thank you in advance for keeping me in mind if you hear of anyone considering buying or selling.”

That approach keeps you top of mind without pressure. It builds trust, activates reciprocity and creates referrals naturally. If you want one of the highest-return activities you can do in 2026, spend intentional time with past clients and people in your sphere of influence.

2. Use social media to create hand raisers

Most agents treat social media like a billboard. The agents winning in 2026 understand that it can also act as a lead capture tool. The key is to post with a clear reason for someone to raise their hand.

One example that works extremely well is an off-market opportunity post. “Some of the best deals never hit the open market. If you want to be on my early bird list and hear about off-market opportunities first, comment below or DM me.”

Always include a DM option. Many people do not want to publicly signal that they are thinking about buying.

Another strong post is based on price reductions. “There were 78 price reductions in our market this week. If you want the list so you can see the homes currently for sale with potentially the most motivated sellers, comment ‘list’ or DM me.”

Anyone asking for that list is serious. These posts cost nothing and consistently surface buyers and investors who are actively paying attention.

3. Use buyer letters to uncover listings

If you have motivated buyers, do not wait on the MLS. Utilize the leverage point to serve your buyers at the highest level and at the same time uncover listing opportunities.

This strategy has been called “the magic letter” by Jimmy Mackin , cofounder of Listingleads.com. The strategy involves sending a targeted letter to homes that match what your buyer is looking for.

Here is an example of one of these letters provided by Mackin:

The message is simple. You acknowledge the homeowner may not be thinking about selling, explain you have a serious buyer looking specifically in that neighborhood, outline a few flexible terms and invite a conversation.

You can add a postscript offering a custom home value report, which often pulls in homeowners who are not ready today but may be ready soon. This approach does two things. It makes your buyer feel taken care of, and it opens doors to listings now and in the future.

4. Post a ‘little help, please’ buyer request

This is one of the easiest referral-generating posts you can make. Start with “Little help, please.” It feels human and stops the scroll.

Then be specific. Share the buyer’s price range, preferred area, timeline and flexibility.

End by asking, “If you or someone you know is considering selling in the next six months, this may be an opportunity for a win-win for the buyer and you (or someone you know who is considering selling) since the buyer has stated they may be willing to pay a premium for the right place.”

Ask people to comment or DM you if they are interested or to make an introduction if they know of someone. You are not asking for business. You are inviting your community to help solve a problem. When people help create a match, they remember you.

5. Add lead sources with no upfront fees

There are lead sources where you do not pay upfront. You pay a referral fee at closing. These should never be the main lead source for your business, but they can be a helpful supplement. Programs like Veterans United Realty, Agent Pronto, Rocket Homes Partner Network and, in some markets, Redfin’s partner program all operate on this model.

Each has its requirements and market differences, but the advantage is clear. You reduce risk, preserve cash flow and only pay when you get paid. If one fits your market and experience level, it can quietly add volume without crushing your budget.

6. Send a deal of the week email

If you are not regularly communicating with your database , this is one of the simplest and most effective ways to start. This is a strategy first introduced by Sharran Srivatsaa and now widely taught by most real estate coaches due to how effective it is at generating sales opportunities.

The strategy is simple. Every week, send one email highlighting one property you believe is the best opportunity in the market. Use the same subject line every week, such as “(Your City) Deal of the Week.”

Keep the format clean, short and to the point. A short intro explaining why it stood out, bullet points with highlights and a clear call to action. Do not include the address or photos. Create curiosity.

End with “Reply to this email and I will send full details.”

If someone requests more information, they are raising their hand to let you know they are considering buying in the near future. The power here is consistency. Even small databases see results when this is done consistently.

7. Use social media polls to surface intent

Stories and polls are one of the most overlooked lead generation tools available. Ask simple yes or no questions like “If rates dip below 6 percent again, would you consider buying or selling in 2026?” or “Are you considering a move in 2026?”

Instagram provides who answers the question in the poll. The people who answer yes to the questions above are telling you they are a hot prospect. Follow up casually and start a conversation. This costs nothing and consistently uncovers motivated prospects.

The takeaway

If you want 2026 to be your best year ever, you will need to generate and convert more leads than you’ve done in the past.

You do not need to do all seven strategies. Pick two or three you can commit to, run them for 90 days and let the momentum build. Momentum does not show up overnight. It shows up when you do the right things long enough for the results to compound.

Jimmy Burgess is the Chief Coaching Officer for HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn .

7 questions you MUST ask buyers before meeting in person | Inman

Wed, 07 Jan 2026 00:03:53 GMT

Qualify your buyer prospects up front with these proven questions to ensure you get your transaction to the closing table, Derek Carlson writes

by Derek Carlson Today, January 06, 2026

I’ve hired well over 3,000 agents throughout my career, and in my experience, one of the biggest factors that separates those who build a successful career from those who burn out and give up is the effort they put into qualifying their prospects.

It’s easy to let enthusiasm put you into situations that waste your time and don’t generate revenue, especially early in your career when you don’t have a steady flow of leads. But if you expect to survive long-term, you need a proven process to qualify prospects.

There is no magic formula that works perfectly 100 percent of the time, but there are seven questions I’ve found incredibly useful in separating serious prospects from those who will waste your time and leave you broke and discouraged.

I train all of my agents to qualify their prospects with these questions, and even after a career spanning three decades, I still ask every single one every time I talk with a new prospect. And you should too, because they work wonders.

7 questions to ask homebuyers before meeting in person

So let’s unpack the qualifying questions you need to ask every new prospect.

1. Are you currently working with another agent, or have you signed a buyer representation agreement?

A large portion of the public simply doesn’t understand how the agent model works, and frankly, most of them don’t care, so it’s important to ask your prospects if they’re already working with another agent or whether they’ve signed a buyer representation agreement.

This avoids ethical issues and wasted effort, and also sets the expectation that professional representation matters.

Agents who fail to do this often waste valuable time and energy showing properties to someone who will never become a client. That’s how you end up at the end of the month with nothing in your pipeline. A few months like that can force you out of the industry pretty quickly. Unfortunately, I’ve seen it happen to hundreds of agents.

So this is the first question you need to ask every single time you talk to a new prospect.

2. Why are you moving, and what happens if you do not move?

A buyer with a clear reason and consequence typically moves more decisively, while a buyer without one often delays, shops endlessly or even disappears.

You’re busy, and you only make money when you close a transaction, so if you want to avoid wasting your valuable time, you need to get a clear answer to this question before investing the time to meet a prospect in person.

So, for example, a buyer who wants to move because they want a better view or they’re just tired of their current home probably isn’t very motivated, but a buyer who needs to move because of a new job they just accepted is probably a lot more motivated. They’re also more likely to close in a specific timeframe instead of endlessly shopping.

3. When do you realistically want or need to be in a new home?

A buyer’s timeline determines their urgency, showing strategy and how aggressively you should engage.

If a buyer has a compressed timeline because their previous home burned down and they’re camped out in an Airbnb, you’ll need to adjust your availability or risk losing them to an agent who can make them a higher priority. On the other hand, if they have a longer, more flexible timeline, you’ll face less risk of losing them.

If given the opportunity, most clients will try to monopolize your time, so you need to base your availability and priorities on a realistic timeline rather than simply adhering to their demands. This can be a delicate balancing act because egos are at play.

4. Have you already spoken with a lender, or do you need a trusted referral?

This question is critical because it establishes both financial readiness and seriousness. No pre-approval means no property tours in my brokerage because I’m adamant that my agents maximize their success by serving only clients who are serious and ready.

Top-producing agents are successful because they’re selective in who they work with. I’ll be the first to admit this kind of selectivity can be scary — especially early in your career . Many agents will spend a lot of time with anyone willing to have a conversation on the off chance that it eventually leads to a closed transaction, but that means a lot of wasted time with people who will never close.

When you demonstrate selectivity, it often motivates prospects to get their ducks in a row. Psychologically speaking, when a prospect feels like they’ve been rejected, it triggers something in them to prove they’re worthy to work with you.

5. What price range do you feel comfortable with monthly, not just purchase price?

This reframes the conversation around affordability and lifestyle. Buyers often fixate on price instead of payment, and this question prevents misalignment later.

The reality is that the sale price is only one part of the equation, and an experienced agent can often find creative ways to structure a deal that allows them to close on the dream home that may have seemed out of their reach.

Mortgage buydowns, creative financing, seller credits and other strategies can enable you to close a transaction that wouldn’t have closed if you had focused only on price.

This approach helps position you as an authority in your industry who is truly focused on meeting your clients’ needs, not just another glorified order-taker showing them a list of properties. This can be a powerful way to separate yourself from your competitors.

6. Who will be involved in the decision-making process?

Anyone who has spent any time in a sales role knows firsthand how deflating it can be to get to the finish line of what seemed like a done deal, and then hear, “Great! I just need to talk to my wife/husband/business partner.”

If a spouse, parent, partner or advisor is missing, deals stall. That’s why you need to identify all decision-makers early and know exactly what makes them tick. You’ll need to ask them all the same questions you asked your initial prospect because their answers may differ.

This is critical to prevent a surprise decision-maker suddenly appearing at the eleventh hour and derailing the transaction.

7. If we find the right home that fits your criteria, are you prepared to make a decision quickly?

This question is direct, and it tests commitment.

Serious buyers say yes, and you can often tell by their tone that they mean it. On the other hand, any hesitation or uncertainty here can be a signal to slow down or reset expectations.

Remember, you only get paid for a closed transaction — not effort, so you need to know that you’re dealing with a motivated buyer before investing too much of your valuable time and energy.

Derek Carlson runs Realty ONE Group in Naples, Florida.

6 housing market predictions for 2026, according to an economist | Inman

Sat, 06 Dec 2025 14:04:48 GMT

From mortgage rates to homeownership rates and more, Windermere’s Principal Economist Jeff Tucker provides insights tailor-made for 2026

by Jeff Tucker December 04, 2025

The New Year is right around the corner, which means it’s time to share my key predictions for the year ahead. Yogi Berra famously said that making predictions is hard, especially about the future, but we’ve still got to try.

6 housing market predictions for 2026 from an economist

Here are my calls about the most important trends for the housing market in 2026:

1. Existing home sales will pick up (barely)

Home sales have hovered near generational lows for three years now. As we head into 2026, there’s little reason to expect a sharp rebound, but the pieces are in place for a modest uptick.

Inventory levels are higher than they’ve been since 2019, and mortgage rates are lower than they’ve been since 2022. That combination should be enough to nudge existing home sales upward next year — just not by much.

2. Home prices will be roughly flat

I expect home prices to remain relatively flat in 2026. The main reason is higher inventory, putting downward pressure on prices. The Case-Shiller Home Price Index even showed a few seasonally adjusted declines last summer, though that trend faded by fall.

So why don’t I expect prices to fall further? Sellers have proven highly responsive to market conditions.

As the market shifted toward buyers, many homeowners who didn’t get the offers they wanted simply delisted their homes , while others decided not to list at all. That restraint helped slow the rapid inventory buildup we saw in early 2025, keeping prices from sliding much lower.

3. Inventory will climb to pre-pandemic levels

Inventory, or the number of active for-sale listings, is likely to finally return to pre-pandemic levels nationally in 2026, perhaps as early as the spring selling season. It rose substantially in 2025, and the number of canceled listings suggests there’s a shadow supply of homes whose owners want to sell but are waiting for what they consider better timing.

I also expect to see a repeat of the “discretionary seller” trend: Homeowners willing to sell, but only if they get the right price. That tendency to test the waters and hold out for a strong offer should push up the average time on market, which in turn will increase the total number of listings at any given moment.

Higher inventory will give buyers a better chance of finding the right home — and a bit more leverage at the negotiating table.

4. The homeownership rate will decline

At today’s prices and interest rates, homeownership remains out of reach for many middle-class Americans who, under different conditions, would already have bought their first home. Meanwhile, rent growth has slowed sharply, allowing many of these would-be buyers to bide their time and continue renting comfortably.

Add to this the growing share of renters who are opting for single-family homes because they seek the space and lifestyle of a house but don’t want to wait until they can qualify for a mortgage.

5. We will avoid a recession in 2026

The U.S. economy withstood a number of negative shocks in 2025, leaving it wobbly but still standing. Payroll gains have slowed to a crawl, but that appears to reflect a shrinking labor supply as much as falling demand — and initial unemployment claims never saw a big rise.

After the early-year turmoil over trade policy, U.S. companies have been beating earnings estimates in jaw-dropping fashion, while mentions of tariffs and trade concerns have become less frequent in earnings calls. Looking ahead, relief from tariffs seems likely, as court challenges and a steady drumbeat of new trade deals ease some of the costliest restrictions that were imposed in early 2025.

6. Mortgage rates will decline slightly

Interest rates will likely stay below 6.25 percent for most of 2026 and could even dip slightly below 6 percent. The Federal Reserve’s shift to a rate-cutting cycle, combined with slower economic growth, has brought 10-year Treasury yields to around 4 percent, while the spread (how much higher mortgage rates are) has gradually moved back toward its normal range of 2 percent or less.

I expect that trend to continue as refinance risk on mortgage-backed securities gradually fades. That said, hopes for sharply lower mortgage rates have been repeatedly dashed since 2022, so buyers shouldn’t count on substantial declines in the year ahead.

To sum it all up: I’m expecting a mostly stable year, with some gradual, modest improvement on the most important housing market metrics: inventory, sales and mortgage rates.

Jeff Tucker is the Principal Economist for Windermere Real Estate in Seattle, Washington. Connect with him on X or Facebook .

Everything you need to know about social media in under 1,100 words | Inman

Sun, 23 Nov 2025 17:01:50 GMT

Social media allows great real estate agents to stay visible, connected and valuable to the people and communities they serve, Jimmy Burgess writes

by Jimmy Burgess

Link to video - https://youtu.be/P-etKH7wJKQ

Most agents overthink social media . They worry about what to post, when to post or whether their content is “good enough.” In reality, social media is simply a modern tool for doing what real estate agents have always done best: building relationships.

Your goal isn’t to go viral. It’s to move people from knowing you to liking you and to ultimately trusting you enough to work with you.

Here are the five pillars of social media success that agents can implement immediately to grow their presence, build genuine connections and create consistent opportunities for business.

1. The 3–2–1 connection accelerator challenge

Connection is the foundation of success with social media. And the easiest way to build it is with a daily system that takes less than 10 minutes. The framework I’ve found effective is what I call the 3-2-1 Connection Accelerator.

The key to success comes through consistency, and I’ve found a personal challenge to do a set of specific tasks over a designated period of time is a framework that works. This led me to create the 3–2–1 Connection Accelerator Challenge.

It is simple to follow and incredibly effective. Here are the steps:

3 direct messages (DMs) a day

Send three personal direct messages daily. These are not all business-related. They are focused on building, or deepening, connection and through the connection, business conversations, repeat business and referrals will come. These are a few options of who you can DM:

Past clients
A friend or acquaintance
Someone you follow but haven’t connected with yet
Agents in feeder markets

The key is personal, genuine connection, not scripted sales language.

2 comments a day

Comment thoughtfully on two posts or Reels daily.

Congratulate someone
Add a helpful insight on a question about your area
Respond meaningfully to something they shared

Avoid the generic “Congrats!” or “Love this!” Add something of value.

1 follow a day

Follow one new person, ideally someone in your local community or someone you’d love to build a relationship with.

Do this 5 days a week for 12 weeks

By doing this consistently for 12 weeks, the results add up fast. Here’s what this consistency ends up producing.

180 personal messages
120 meaningful comments
60 new connections

That’s 360 relationship-building actions in three months that will compound your visibility, engagement and the amount of new business you generate.

2. Create. Don’t just consume

Scrolling doesn’t build a business. Creating content does. The agents who stand out online are the ones who show up with value, personality and consistency. Social media rewards the people who contribute, not the people who observe.

Here's few types of content you should consider:

About Me posts (pinned at the top)

This is your social media résumé. It should introduce you, your story, your approach to real estate or what you love about your community.

Success stories

Share situations where you helped a buyer or seller succeed. These stories don’t have to be recent transactions ; older stories still build trust.

Local resource content

Showcase your knowledge of the community:

Coffee shops
Restaurants
Events
Neighborhood highlights

This positions you as the go-to local expert.

Listing spotlights

Short videos or carousels showing key details of your active properties.

3. Post consistently (find a pace that brings you peace)

Consistency beats perfection every time. The agents who post regularly see more engagement, more visibility and more inbound conversations. The rhythm doesn’t have to be overwhelming; it just needs to be sustainable.

A simple and effective plan is:

One feed post per day (Reel, carousel or image)
Two Instagram Stories per day

Stories are where the personal connection happens. This is where you can share behind-the-scenes moments, showings, market thoughts or simple day-in-the-life clips.

Commit to this pace for 30, 60 or ideally 90 days, and the momentum you build will surprise you.

4. Treat social media as the new CRM

The modern CRM isn’t just a database; it’s your social media feed. People don’t want more automated drip emails. They want real connection with real people. Social platforms give you the ability to stay in front of your sphere naturally, casually and frequently.

One of the most powerful tools for this is Instagram’s Favorites feature.

By adding your most important contacts, top clients, referral partners, local business owners and people you want to stay connected with, their posts will appear higher in your feed.

This makes it easier to:

Engage consistently
Stay top of mind
Strengthen relationships that matter most

If you aren’t sure how to set this feature up, simply ask Google or ChatGPT. By enabling this feature, your social media becomes a living, breathing CRM that updates you on what’s happening in the lives of the people you want to serve.

5. Convert! Don’t just collect followers

A big following is meaningless if it never leads to conversations. Conversion happens when you create content that encourages people to raise their hand.

Here are a few high-converting content ideas:

Deal of the Week

A weekly property highlight with a call to action: “DM me for full details and photos.”

The people who respond are warm leads.

Survey posts and story polls

Tools inside Instagram make it easy to filter who’s planning to move soon.

Examples of ideas for surveys or polls:

“Do you plan to move in 2026?”
“Are you watching interest rates right now?”
“Would a mortgage rate below 6% encourage you to buy or sell?”

Anyone who clicks “Yes” is someone you should follow up with.

Affordability and rate content

These topics perform well because they’re top-of-mind for buyers and sellers. Share simple breakdowns of payments, rate trends or affordability hacks for good results.

Interest rate poll example

“Interest rates have been bouncing above 6 percent. If they drop into the 5s, would you consider buying or selling in 2026?”

Again, every “yes” creates a conversation opportunity.

Bringing it all together

Success on social media doesn’t require luck, trends or complicated strategies. It requires structure, consistency and connection.

If you:

Build relationships daily
Create content that adds value
Post consistently
Treat your feed like your CRM
Use content that sparks conversations

… you will see measurable results.

Social media is simply the modern extension of what great agents have always done: Staying visible, staying connected and staying valuable to the people they serve.

Jimmy Burgess is the Chief Coaching Officer for HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn .

13 tips for turning your summer open house into a marketing event

Sun, 13 Jul 2025 16:44:09 GMT

A great open house is more than a walkthrough; it’s a full-blown marketing event. Coach Darryl Davis shares ways to make the most of the opportunity

by Darryl Davis July 11, 2025

Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now !

Open houses aren’t just about showcasing a home; they’re your chance to build brand awareness, connect with buyers and sellers, and create a memorable experience. Think of it as your audition to become the real estate name and face of the neighborhood. Especially this summer, when competition is hot and attention spans are short, every extra effort you make can go a long way.

A great open house is more than a walkthrough; it’s a full-blown marketing event. And if you want buyers to stop, potential sellers to take notice and future listings to follow, it all starts before anyone even walks through the door.

Here are 13 powerful ways to make your summer open house not only inviting, but unforgettable.

1. Go big or go home with your signs

Skip the flimsy lawn signs. You need signs that pop — big, bold, professionally branded and strategically placed. Feather flags are one of the best tools in your arsenal. They wave, they catch wind, they grab attention. Especially on high-speed roads, these signs do what tiny easels with balloons simply can’t.

2. Map your breadcrumb trail

Think like a marketer . Each sign is a breadcrumb leading buyers directly to your event. Place signs at key intersections, main roads and neighborhood entrances. Create a path that’s impossible to miss. And don’t worry about putting times on the sign; the moment it’s up, it’s working for you 24/7.

3. Brand every sign consistently

Every open house sign is a mini billboard. Your photo, your colors, your tagline — these should be consistent across every piece. Don’t just advertise the property — advertise you. The more familiar your branding becomes, the more likely people are to associate you with success in that neighborhood.

4. Make directions obvious

Don’t underestimate the power of a bold arrow. Buyers are often following your signs from several blocks away, so clarity matters. You want to make sure drivers can easily locate your listing, so clean, bold directional arrows will turn casual drivers into actual guests.

5. Add a hook

Incentivize the visit. “Free refreshments,” “$50 gift card drawing” or “Exclusive sneak peek” gives passersby a reason to stop by. People love free stuff — but what they really love is feeling like they’re part of something special.

6. Take it digital with QR codes

Add QR codes to your signs that link to a virtual tour, open house details or your website . It’s simple, modern and offers instant engagement — even if the buyer doesn’t have time to walk in.

7. Engage the neighborhood in advance

Before the public arrives, invite the neighbors. Drop off personal invitations and let them know they’re welcome for an exclusive early peek while the seller is away. It’s good neighbor marketing — and it turns looky-loos into listing leads.

8. Set the summer scene inside

Once buyers are through the door, make the space feel like a retreat. Use lightweight decor, fresh flowers, citrus scents and a pitcher of lemonade. Help them feel the joy of summer living in that space.

9. Keep it cool

Comfort is key. If the home feels hot and stuffy, buyers won’t stay. If it’s refreshing and cool, they’ll linger — and lingerers become prospects. Highlight features like energy-efficient HVAC or ceiling fans while you’re at it.

10. Stage the outdoors

Patios, porches and pools are summer showstoppers. Set up outdoor furniture, string some lights and stage the space like the perfect hosting setup. Show them the summer lifestyle, not just the square footage.

11. Offer an interactive experience

Create a station with brochures that highlight community vendors, neighborhood maps and, yes, another QR code . Buyers want convenience — and they’ll remember agents who provide it.

12. Use signage for follow-up marketing

After the open house, don’t just pack everything up. Use your signs to thank the community or drive the next step: “Offers Due Tuesday,” “Under Contract in Three Days,” or “Another One Sold by [Your Name].” Keep the buzz going, even after the event.

13. Treat every open house like a community campaign

An open house can really be a neighborhood touchpoint. Use it as a reason to connect with past clients, local business owners and area influencers. Drop off invites to a few local businesses, tag nearby hotspots in your social media promotion or include a flyer board with local recommendations. The more integrated you are in the community, the more likely people are to remember and refer you.

A great open house is a production. A summer showcase. A neighborhood event. And if you’re serious about making a splash in your market, signage is your spotlight. Don’t just throw up a couple of arrows and hope for traffic. Build an experience from the curb in — because in this market, agents who market like pros are the ones who win the business.

Darryl Davis is the CEO of Darryl Davis Seminars . Connect with him on Facebook or YouTube .

5 ways to power up your marketing experience - Inman

Sun, 25 May 2025 13:45:34 GMT

Real estate agents are increasingly turning to advanced tech, like AI automation and data integration, to market faster, smarter — and better

by Lauren Fox for HomeSmart May 19, 2025

Many real estate professionals say that building a marketing plan — and staying on top of communication trends — can feel like a second job. In the past, agents needed to be tech-savvy or hire an assistant. Time, effort and cost were major hurdles.

Today’s tools help remove those barriers. Knowing best practices — and using technology to support them — is essential to keeping your brand visible and competitive.

Here are five strategies to sharpen your marketing toolkit.

Automate your listing marketing

MLS integration is an integral component of any effective real estate marketing system. Importing photos and details directly into templates saves countless hours, eliminates errors and keeps marketing efforts on track.

HomeSmart’s new Marketing Design Center platform takes this concept further with preset, automated listing packages.

“The listing packages are generating a lot of excitement,” Rich La Rue, HomeSmart Designated Broker and Vice President of Corporate Brokerages, Western Region, told me recently. “The efficiency of having a full set of digital and print assets instantly produced for each listing — not to mention, the ability to customize packages — is a major game changer.”

Embrace “augmented Intelligence”

While artificial intelligence (AI) can spark debate, it’s hard to deny its value as a powerful marketing tool. I often think of it as Augmented Intelligence — because when used intentionally and skillfully, it enhances productivity in ways that are hard to ignore.

Take something as simple as creating a property flyer. With AI-powered tools, you can write captions, retouch listing photos (like changing day to night), tighten up descriptions, check spelling and even translate content — in just a few minutes.

Don’t shy away from the camera

Not everyone is a natural in front of the camera, but that shouldn’t deter you from incorporating video into your strategy — especially on social media. According to the National Association of Realtors, 73 percent of homeowners say they are more likely to list with agents who use video . It not only allows your audience to connect with your personality; it helps attract potential buyers to your listings.

You don’t have to be a professional to pull it off; cutting-edge platforms like our Marketing Design Center come equipped with video templates, a built-in editor, a copyright-free music library and GIF support. Combined with a social media scheduler, this tool makes creating engaging content — whether preplanned or on-the-fly — perfectly accessible.

Give the people what (emails) they want

Email remains an effective lead-nurturing tool when done right. Keeping contact lists organized and sending valuable content helps you stay top-of-mind when clients are ready to buy or sell.

Newsletters featuring local events, market stats, seasonal reminders, personal stories and more are a great way to stay connected. Promotional emails with recent sales or new listings highlight your expertise and local presence.

Our marketing platform includes a variety of email and newsletter templates, plus integrations with tools like Mailchimp and Constant Contact — making it easy to export and send campaigns quickly.

Remember: Print isn’t dead

Traditional mailers remain a marketing staple for good reason: they leave tangible, personal impressions and are especially effective with older demographics. According to Fannie Mae, 44 percent of homeowners are 60 or older , and that percentage is expected to grow.

Pro tip: You can still bring tech into print. QR codes add interactivity and help tailor campaigns to hyperlocal areas.

Built-in mailing list tools — complete with mapping and farming features — are a major asset. Our platform lets agents design, map, print and distribute mailers all in one seamless process.

Get more details on HomeSmart’s fully-MLS-integrated, automation-enhanced Marketing Design Center.

Founded in 2000 with a revolutionary 100 percent commission, full-service model, HomeSmart is a top national real estate enterprise powered by its proprietary end-to-end technology platform. HomeSmart exists to unlock the transformative power of real estate for everyone, providing integrated solutions to agents, franchise partners and, ultimately, consumers.

HomeSmart’s footprint covers over 25,000 agents across 250+ offices in 48 states.

7 real estate strategies that died in 2024 (but agents keep doing them)

Sun, 09 Feb 2025 16:02:35 GMT

Now is a great time to take a hard look at your daily activities, and see if there may be adjustments you can make that will lead to more success, Jimmy Burgess writes

by Jimmy Burgess February 09, 2025

Direct Link to video - https://youtu.be/_5EbAsXaFnY

Turn up the volume on your real estate success at Inman On Tour: Nashville! Connect with industry trailblazers and top-tier speakers to gain powerful insights, cutting-edge strategies, and invaluable connections. Elevate your business and achieve your boldest goals — all with Music City magic. Register now.

Real estate strategies have life cycles and all eventually fade away or become less effective. Many agents do not recognize these changes in trends and continue to do the same strategies without realizing it is time to pivot.

Changes in results can be a slow fade, and this leads to a desire to hold on, hoping the trend will reverse back to the results received in the past. I’ll not only share the trends that died or that are dying but also alternatives that are trending up right now, leading to higher conversions and more closed transactions.

1. Door knocking

Door knocking is a strategy that can still yield results, but the effectiveness has greatly diminished, and there are better ways to build your business. We witnessed a case study of the value of going door-to-door diminishing in effectiveness during the presidential election last year.

The losing party doubled down on the strategy that had helped them win elections in the past of going door-to-door in swing states. Meanwhile, the winning party focused on podcast interviews and new media sources. While this may not fully explain the outcome of the election results, it is notable and does offer insight into the effectiveness of the traditional practice of door knocking in real estate.

Just as I mentioned in the previous example, there are alternatives to promotion. Prospective buyers and sellers are spending an increasing amount of time on YouTube, social media and listening to podcasts. The search-driven outlets like YouTube and social media channels do make it possible to position your message in front of your ideal client where they are digitally with much less disruption to their lives than knocking on their door.

The key is to understand your ideal client’s behaviors and desires, then position yourself and your messaging in a way that is not only received but leads to action.

2. Traditional Just Listed and Just Sold cards

Just Listed and Just Sold cards are still effective, but the standard postcard format has become so common that consumers rarely even notice them. I’m a student of real estate marketing, yet I open my mail by my trash so I can easily get rid of the standard marketing postcards most agents send.

There is a better way. Reimagining this marketing to make it stand out and capture the attention of the prospect is much more effective. The key to effective Just Sold campaigns is to make the people or the process the hero.

By making the process the hero, this type of campaign helps her stand out from other agents while creating a

higher likelihood of future listing opportunities in the neighborhood.

3. Unedited listing photos from an iPhone

Listing photos are the first impression potential buyers have of a home that is listed for sale. Professional photos present the home in the most attractive way possible. They have the ability to capture attention and lead to additional showings.

Unedited photos shot from an iPhone not only present the home in a negative manner; they present you, as the listing agent , in a negative manner as well. The way you market your listings is your resume, and homeowners, representing future listings, are watching.

Investing in professional photography, drone shots, and videography for your listings is no longer optional. It is a must for a truly professional agent.

4. The 3 P’s of marketing being enough

The standard marketing plan for listings in the past was the 3 P’s. Put the listing in the MLS, place a sign in the yard, and pray a buyer comes along. Most agents will, and should, continue to do these three things, but a detailed marketing plan that positions the home to be seen by as many prospective buyers as possible is now a necessity.

Gone are the days of passive marketing. We were able to get away with limited marketing when multiple offers on new listings were the norm. As the market continues to normalize and the average days on market continue to rise, our ability to execute on a results-driven marketing plan will separate average agents from great agents.

Whether you’re starting from scratch or building on an existing listing marketing plan, utilizing AI, and specifically ChatGPT, can help you become the expert marketer your clients desire you to be. One way to start the process is by utilizing the following ChatGPT prompt:

Act as an expert real estate marketer specializing in developing creative strategies that help real estate agents market listings. Please provide me with 25 creative ways to market my listing at (address) with the following MLS description: (insert MLS description).

Feel free to ask me as many questions as you need to help you put together the best marketing strategies you can provide.

If you’re preparing for a listing appointment and wondering how to put a marketing plan together that helps you get the listing, check out this article that breaks down how ChatGPT can do the heavy lifting for you.

5. Blog post lead generation

We may be early in the change in this trend, but the effectiveness of SEO-driven, local blog content is declining. This is being driven by the acceleration of users utilizing ChatGPT to create unlimited amounts of SEO-optimized local content for blogs. The sheer amount of content being created is diluting the effectiveness of this strategy for websites.

However, a slight shift in where you share these blog posts can make this strategy more effective. LinkedIn continues to be a great platform for local, blog-style content. We’ve seen accelerated views and engagement for this type of content recently on LinkedIn. Although this strategy may decline on LinkedIn as more creators utilize ChatGPT for LinkedIn, we are seeing a window of opportunity right now on this platform.

We are also seeing a resurgence of VLOG (video blog) content. The value of video content continues to rise, and with the shift to more search-friendly algorithms on social platforms, video content cannot be ignored. We are seeing the use of AI-generated video content rising, but for now, personalized video content is the best alternative for elevated results.

6. Acceptance of unprofessional buyer agents

The changes in buyer agency brought on by the NAR settlement may have been viewed negatively by many, but one positive was that it ushered in the era of the professional buyer’s agent. A buyer’s agent’s ability to communicate the value they bring is no longer optional.

If you’re still struggling with how to communicate what it is that you do as a professional buyer’s agent, check out this article where Andrew Undem shares his step-by-step buyer’s presentation .

7. Waiting for interest rates to come down

Many agents froze this past year, waiting for interest rates to return to the 5 percent range. Although rates remain in the historically average range of 7 percent, the sudden and dramatic increase in rates left many agents wondering what to do. The trend of agents waiting to take action was based on hope and continues to prove a losing strategy.

After being in this business for over 30 years, I’ve found the most successful agents control the things they can control. They control the number of real estate-related conversations they have on a daily basis. They identify and focus on the need-to-buy-or-sell clients instead of the want-to-buy prospects that can postpone buying or selling based on the economic environment.

They understand that spring always comes after winter, and they stay consistent in their efforts despite what the market does. This leads to gains in market share while others pause and wait for things to improve. Interest rates go up and they go down, but homeownership and life changes that lead to the sale of homes are constant. Stay consistent, and you will be rewarded.

Trends come and go, but professional agents adjust their businesses and succeed. Now is a great time to take a hard look at your daily activities and see if there may be adjustments you can make that will lead to more success.

Jimmy Burgess is a real estate agent and national team builder with Real Brokerage in northwest Florida, servicing the 30A, Destin, and Panama City Beach markets. Connect with him on Instagram and LinkedIn .

7 no-BS steps to grow your real estate business in 2025

Sat, 11 Jan 2025 01:18:40 GMT

Ready to get growing in the new year? Jimmy Burgess shares practical, actionable strategies to help you meet your goals

by Jimmy Burgess January 09, 2025

Link to Video

Whether it’s refining your business model, mastering new technologies, or discovering strategies to capitalize on the next market surge, Inman Connect New York will prepare you to take bold steps forward. The Next Chapter is about to begin. Be part of it. Join us and thousands of real estate leaders Jan. 22-24, 2025.

There are a lot of theories about how to build a real estate business . The key to success is to break through the noise and focus on what really works. This article shares the seven no-BS steps to grow your business this year.

1. Be seen

The fastest route to more affluence is to increase your influence, and influence comes from people knowing who you are. Simply put, the agent who is known by more people will have more opportunities to do business.

The key is to figure out the path that is true to who you are. Focusing on showing up authentically as who you are will lead to you being recognized as the agent of choice in your local market.

There are multiple paths to recognition. It can be accomplished by being active in your community and sending consistent direct mail campaigns highlighting your service through your social media presence or YouTube video content. The key is to find out what fits your personality and gives you the ability to expand your reach to the most people possible.

Be seen more, and you will do more business.

2. Tell relatable stories

It’s not about you. The days of marketing that promotes how you are the best agent or number one in your office are over. The best marketing is told in stories that prospects can relate to and see themselves participating in. This type of marketing answers the biggest question prospects have, “What’s in it for me?”

Tell the story of how you helped a family navigate buying a home while needing to sell their existing home to be able to afford their next purchase. Tell the story of how you helped the renter realize her dream of owning a home when she didn’t know if it was possible. Talk about how you helped a son walk through the emotions of selling the family home he grew up in after his mother passed away.

Relatable stories that make people and the process the hero are the recipe for success in 2025.

3. Steal ideas from other agents and make them your own

We live in a time where we can easily see how agents across the country are marketing their businesses through social media, YouTube, or podcast interviews where they share their stories of success. You should always put your own spin on ideas for your local market, but the framework for success is readily available.

A few ways to find inspiration are to follow and study what agents in other markets are doing who have businesses that you aspire to emulate. If you want to know how to send an effective weekly email to your database, ask agents in other markets to include you in their email lists. If you want to model your Instagram account after a few different agents, follow them on social media and interact with their pages.

You don’t have to recreate the wheel; you just have to find a model or framework that you can build upon and develop your personal marketing around. Be creative, but start with inspiration from others.

4. Focus on growing your database

The first step I mentioned in this article is to be seen. Growing your database so you have a group of people to whom you can consistently add value and stay in front of is vitally important for growth. If you show me someone’s database, I can tell you what their business will look like one year from now based on the quantity and quality of new leads coming into their database.

Growth can come from buying leads, circle prospecting and adding people you meet at open houses or through any of your marketing efforts. The key is to have a systematic approach where new leads are coming in daily. If your database is growing, your business will be growing as well.

5. Set up systematic outbound communication

Without consistent, valuable outbound communication, a database is nothing more than a list. You’ve done the hard work of building a database, but how do you maximize the opportunities it presents?

Tom Ferry has been quoted as saying that roughly 8 percent of people in a real estate database are likely to buy or sell every year. This means if you have a database of 500 prospects, there are almost 50 real estate transactions available from that group every year. Systematizing communication enables you to maximize these opportunities.

I like to do this through two main approaches. The first is to have all prospects on an automated property update email. For buyers, this would include homes that come on the market or that have price reductions matching the buyer prospects’ personal criteria.

For homeowners, it would be set up to email the owners when a home in their neighborhood comes on the market, goes under contract or is sold. Most CRMs have this capability, or it can be accomplished via your MLS.

The second systematic strategy is a deal of the week sent to your entire database. This is a strategy developed by Sharran Srivatsaa and is a weekly, text-based email. Srivatsaa teaches that the subject line should be the same every week: [Your City] Deal of the Week

Srivatsaa notes that his over 1 million split tests on these emails show the emails that generate the highest engagement do not include the address, a link to the details or photos. This is an example of a suggested email format:

This week’s deal of the week is a home in Santa Rosa Beach with amazing gulf and lake views and unmatched outdoor living spaces.

Key highlights

4 bedrooms, 4.5 bathrooms.
2,218 sq. ft. on a large lot in gated Calypso Pointe.
Private pool with gas heater and fenced backyard.
Wraparound balcony, open layout, dual primary suites, and Tesla charger.
Close to Gulf Place for dining, art, live music, and more.
$1,225,000 (many new interest rate options!)

If you are interested, just reply and I will get you all the details.

All the best,

If you want to hit the easy button, ChatGPT has a free Custom GPT designed by Srivatsaa that will provide you with a deal of the week email for any property once you provide some basic, raw data about the home. You can find that tool here .

6. Identify and reward your MVPs

Every successful business has a core group of repeat customers and referral partners who account for a large part of the business’ growth. What we appreciate and recognize always expands, so developing a plan to deepen these relationships will generate more opportunities for business. This can be accomplished in several different ways, but the key is to be purposeful.

Handwritten thank-you notes, pop-bys with small gifts of appreciation, and client appreciation parties are all effective, but if you want true impact, hosting small group dinners is one of the most effective ways to build deeper and longer-lasting relationships.

Jana Bruce, a highly successful luxury agent out of Houston, Texas, does this by hosting small groups of eight to 10 people for dinner at her home each month. She invites a mix of her best clients, friends, prospects and people who have referred her business to a dinner party at her personal residence.

This group varies from month to month, and she works to include people that she feels will connect with each other as well as with her. This creates community , and happy, connected people always refer more business.

She either prepares the meal or has it catered depending on the occasion or theme for that month. She hires a caterer to serve the meals, ensuring she can be fully present and engaged with her guests. Bruce is driven by building relationships, and these dinners are a driving force behind her consistent flow of referrals and repeat clients.

7. Become the best version of you

Your business simply cannot grow at a faster pace than you are personally growing. Yes, there will be seasons of business growth that will outpace your personal growth. But that type of growth usually stalls at some point and waits for your personal growth to catch up before continuing. If your business is stagnant or maybe it even declined over the past few years, ask yourself if you’ve grown during that time.

Are you learning and trying new strategies? Have you been developing new or refining existing systems for efficiency in your business? Are you studying your market more than ever? How long has it been since you attended a training session or met with a coach or mentor? The bottom line is that if you desire your business to grow, the growth you desire must first start with your personal growth and development.

Will this be a year of growth for you? The canvas is blank and ready for you to create the year you desire. Everything in the past has prepared you for this year. Develop your plan. Take action. Let this be the year that you and your business step into your full potential.

5 real estate marketing campaigns that don’t cost a thing

Sat, 18 May 2024 23:29:24 GMT

Gaining traction in your market isn’t solely based on budget, The Agency’s Rainy Hake Austin writes. Prioritize creativity, authenticity, strategic thinking and these free marketing ideas

by Rainy Hake Austin May 15, 2024

1. Find the magic in mingling

There’s nothing like a face-to-face chat. In-person networking events are a bit old-school, but they can deliver real results — your next big collaboration, future speaking engagement or referral partner could be there. Plus, you can often find focused, local professional groups via social media that host in-person meetups.

Make time to attend these events to get your name out there and make more solid connections. Shake a few hands, take a genuine interest in others, and make yourself and your goals known.

Seek out events held by industry publications, and make sure to express your interest in future speaking opportunities. Offer to speak at events for free initially to gain exposure and build credibility, then leverage your growing reputation to secure paid speaking engagements in the future.

2. Seek out unique partnerships

Ever heard the phrase, “You are the company you keep”? It goes for partnerships in the business realm, too. Partnering up with brands and organizations that will resonate with your audience is a great way to expand awareness about your company. And, oftentimes, if there is a clear value-add for the collaborator, they can be cost-free.

For example, at our brokerage, we’ve partnered with luxury-centric companies such as 1stDibs and Kensington Tours . We offer special access and/or exclusive discount codes for their goods and services, which folks can obtain by working with (or connecting with) our real estate agents.

By teaming up with like-minded brands that also serve our target audience — and align with the lifestyle of our clients — we’re not just expanding our reach, but we’re also able to increase the exposure of both our brand and that of our collaborating companies. When collabs are done right, they’re a win-win.

3. Embrace thought leadership opportunities

Being a thought leader can be a great way to increase your professional profile and further establish yourself as an authority in your industry.

In addition to attending industry events in person to get your name out there, consider contacting the editorial team at an industry publication and see if you can contribute some regular editorials . Publications — particularly ones with a digital presence — always need content. You can suggest a few topics to write about or implore the editors to share what they might need.

You can also submit an opinion piece about the industry or a prescient business topic to the publication of your choosing; Just remember always to keep your tone respectful and thoughtful. The goal is not to alienate people but to spark interest and catch the eye of a potential client or partner.

In-person or virtual speaking events are also a great way to step into the spotlight.

Overall, the goal here is to position yourself as a go-to expert in the field and cultivate trust among clients and would-be clients.

4. Lean into social media and digital platforms

Put the digital world to work for you. Create Instagram Reels , or share regular stories that showcase your current listings and market insights. (This is free once you create an account.)

Always aim to serve up content that’s as engaging as it is informative. It’s all about balancing style and substance. Make sure to interact with your followers, too — ask what they want to know and what kind of market guidance they might like to see.

By creating a consistent digital presence that captivates and educates your audience, you’ll not only boost engagement — you’ll also cultivate brand loyalty and trust.

5. Foster genuine engagement through virtual events

Virtual events have become increasingly popular and cost-effective platforms for engaging with your audience.

Hosting webinars, Q&A sessions, or virtual tours of properties provides valuable information and fosters a sense of community and connection. We hold a monthly virtual ShaRE panel series that features knowledgeable guests covering a range of topics, from timely real estate news to engaging lifestyle content.

But, of course, what good is a discussion if no one sees it? Make sure to promote your virtual events across your social media channels, and consider partnering with complementary businesses or industry experts to widen your reach. Encourage participation through interactive elements, such as polls or live Q&A sessions, to make attendees feel involved and valued.

By embracing virtual events, you can extend your brand’s presence beyond physical limitations and establish yourself as a leader in leveraging digital platforms for real estate marketing.

These marketing strategies serve as powerful reminders that success in the marketplace isn’t solely determined by extravagant budgets. By prioritizing creativity, authenticity, and strategic thinking, businesses can effectively engage their target audience and achieve significant results, all while remaining budget-conscious.

Rainy Hake Austin is president of The Agency in Los Angeles. Connect with her on Instagram .

After the NAR settlement, 5 keys to buyer relationship marketing

Sun, 24 Mar 2024 14:30:04 GMT

Agents who see the changes coming and adapt to the new reality by cementing their relationships will be in a position to seize the day as market winds shift, mega-team leader Carl Medford writes

by Carl Medford March 20, 2024

As we enter a new reality mandated by the NAR lawsuit settlement once it’s approved, the required changes in practices — decoupling compensation, not displaying commission in the multiple listing service (MLS) and requiring a signed buyer-broker agreement before showing houses — could have a silver lining. As an industry, we’ll likely get much better at buyer relationships.

Having been in the business over 20 years, I’ve lost count of the number of clients I assumed were mine but who actually ended up using someone else to purchase a home. I am not alone. It’s safe to say many agents have played “fast and loose” over the years and have consequently failed to take the necessary steps to ensure a potential client’s loyalties.

Here are five key activities that can prevent buyer migration going forward:

1. Secure the potential client’s full contact info

When talking to agents about their database , I begin by asking how many contacts they actually have. While some may give a decent number, my follow-up question usually puts things into perspective.

“For how many of those,” I ask, “do you have their full name, mobile number, email and physical address?” The answer is usually dramatically fewer.

All of which brings up an interesting question: “Exactly how do you plan on staying in touch with them?” If you want to succeed in the new reality, this information will become critical as it will be required to fill out buyer-broker agreements correctly.

A person’s willingness to provide their full information will demonstrate whether or not you actually have a potential client ready and willing to buy.

2. Formalize your relationship

If there is any bonus resulting from the current commission upheaval, it is that we will (in most cases) be required to use a buyer-broker agreement with all future buyer clients. We are already seeing this reality as many brokerages and Realtor associations are moving toward mandatory usage of a formalized agreement.

While there may initially be pushback from buyers, once the practice is universally accepted by all real estate agents, a buyer will have to sign an agreement regardless of who they choose to work with. At a minimum (depending on how the forms are filled out), this should help cement clients to their agent for a specified period of time.

In the past, our team members were encouraged to use our proprietary buyer agreement form which provided a list of benefits when working with our team and detailed the expectations we had from our clients.

Even though our form stated that it was not a binding contract and could be canceled at any time, the very fact that our clients agreed and signed the document emotionally tied them to us with the result that I can only remember one time when someone who had signed our form used another agent to buy a home.

The irony here is that those getting buyer agreements signed (potentially leading to a commission) may well not be the first person who initially dialogued with the buyer. Their past failure to get a signed agreement could be your future opportunity.

It is essential to understand, however, that like any contract, official buyer-broker agreements must have a beginning and ending date. Put a reminder into your CRM or calendar that reminds you to reach out to extend the agreement as necessary.

3. Stay in touch

In addition to needing a client’s contact information to fill out the buyer-broker agreement, you also need it to maximize your ability to stay in touch. Not every potential buyer is going to need or want to buy right away.

We recommend a minimum 36-touch program to stay front and center in their mind, including phone calls, texts, emails, note cards, newsletters and so on. By constantly communicating with your clients and providing items of value, you maintain your top-of-mind positioning with them.

If you have a robust CRM, you can send them automated property alerts, market updates, client events and more. The bottom line is touch, touch, touch.

4. Script up

Now more than ever, this is the time to develop the skills necessary to succeed in this new reality. In the short term, with the significant changes in buyer agent compensation, there will more than likely be a lot of pushback from buyers. Rather than winging your dialogue, locate scripts and then practice them until your responses become automatic.

5. Start now

While the NAR settlement will not become reality until July and is contingent upon the judge signing off on the terms, it is clear that the rules of engagement are shifting now. Agents who want to come out on top should be making changes now so that they will be locked and loaded once the new reality is official.

In the classic movie, Mary Poppins, Bert, seeing the changes in the direction of the weathervane, states, “Wind’s in the east, mist coming in, like somethin’ is brewin’ and ’bout to begin. Can’t put me finger on what lies in store, but I fear what’s to happen all happened before.”

The only constancy in this business is change . At the end of the day, agents can be divided into two groups: Those who saw the change coming, adapted to the new reality and cemented their relationships with their clients, or those who never adjusted and, while they may have had the first contact, lost out to those who seized the day.

Carl Medford is the CEO of The Medford Team .

7 perks of seller-paid commission to share with homeowners | Inman

Thu, 04 Jan 2024 13:34:14 GMT

Transparency and communication are more important than ever before. Darryl Davis offers essential talking points for your next commission conversation with sellers

by Darryl Davis Today, January 04, 2024

In the wake of the landmark legal ruling against the National Association of Realtors (NAR), homeowners and industry professionals alike are re-evaluating the conventional practice of sellers paying commissions for both the buyer’s and seller’s agents. This verdict has sparked a nationwide debate, questioning the fairness and efficacy of this long-standing tradition in the U.S. real estate market.

While the outcome of the lawsuit may not immediately revolutionize existing practices, it does open a critical dialogue about the distribution of commission costs. I want to explore the benefits that sellers reap from adhering to the traditional model, shedding light on the advantages of this practice becomes more pertinent than ever, providing sellers with compelling reasons to continue shouldering both sides of the commission.

This won’t change the outcome of the lawsuits, but it should give you some compelling ways to articulate the benefits to the seller for paying both sides of the commission.

In the United States, the seller almost always pays the commission for both the selling and buying agents, a practice that has been much scrutinized with lawsuits continuing to pop up .

However, this approach has been a cornerstone of real estate transactions for decades. Understanding the benefits of this practice is crucial, especially in the current climate of legal and regulatory challenges.

Advantages of seller-paid commission for sellers

Increased buyer interest: When sellers cover the commission, the property becomes more attractive to a broader range of buyers. This is particularly beneficial in competitive markets, where every advantage counts.
Potential for higher selling price: Because buyers don’t need to reserve funds for commission, they might be willing to offer a higher purchase price.
Faster sale of property: By removing the extra financial burden on buyers , sellers often enjoy quicker sales, reducing the time their property spends on the market.
Simplified negotiation process: With commission costs off the table, negotiations can focus squarely on the property’s price, streamlining the discussion.
Reduced financial burden on buyers: This approach makes properties accessible to a wider pool of buyers, some of whom might have limited available cash for upfront costs.
Enhanced seller reputation: Sellers who cover commission costs are often viewed as more motivated and cooperative, traits that can attract serious and qualified buyers.
Streamlined transaction process: The transaction becomes less complex with fewer parties negotiating over commission payments, leading to a smoother overall experience.

Here’s the deal. Until we get more direction from the “powers that be” on what and how buyer’s agents should be paid, we should probably keep doing what we are doing — but with a lot more transparency and better communication skills with everyone involved.

The practice of sellers paying the buyer’s side of the commission in the U.S. real estate market has deep roots. While recent legal challenges have put these practices under the microscope, it’s clear that this method offers multiple advantages for sellers.

From attracting more buyers to potentially fetching higher selling prices and ensuring a quicker sale, the benefits are significant. As the industry navigates these legal waters, understanding the rationale behind this practice helps in appreciating its value in the complex world of real estate transactions.

Darryl Davis is the CEO of Darryl Davis Seminars . Connect with him on Facebook or YouTube .

24 of the best ways to generate real estate leads in 2024 | Inman

Thu, 14 Dec 2023 12:42:54 GMT

Whether you're looking to appeal to buyers or sellers, Jimmy Burgess offers a range of paid, low-cost and no-cost lead generation activities that are working now

by Jimmy Burgess

Direct video link - https://youtu.be/8nfrcQ10qrY

Leads are the lifeblood of any successful business. This article shares 24 unique ways to keep a steady flow of leads coming into your business in 2024.

1. Use QR codes to attract buyer leads

QR codes have become widely utilized since the pandemic, but many agents have been slow to apply them in their marketing. The ability to direct buyer prospects to a lead capture page for desired information is a unique way to leverage the capabilities of QR codes in marketing.

Here are a few ways to use them to capture leads:

QR code on the yard sign for property details or video.
QR code on mailer to luxury rental apartment complexes directing them to a free report with “7 Secrets That Make Owning a Home Easier Than Most Renters Realize.”
QR code on a marketing piece targeting investors titled “3 Things Every Real Estate Investor Should Know Before Buying Their First (or Next) Investment Property.”

If you’re looking for additional ideas on how to maximize marketing opportunities with QR Codes, check out this article: 11 Innovative QR Code Strategies For Real Estate Marketing .

2. Produce searchable YouTube videos

YouTube is the second-largest search engine in the world. Here are a few searchable titles for videos that can generate leads:

The Pros and Cons of Living in [Your City]
7 Things to Consider Before Buying a Home in [Your City]
3 Secrets to Maximizing the Sales Price of Your Home in [Your City]

If you’re looking for a more detailed breakdown of the types of videos that generate leads on YouTube, check out this article: 5 Types Of Realtor Videos That Put Passive Prospecting On Autopilot .

3. Qualify for Rocket Homes leads

Rocket Homes is the preferred real estate broker of the world’s largest mortgage lender, Rocket Mortgage. The leads they share are preapproved for a mortgage, have a verified purchase time frame and are exclusively referred to you. There are no upfront fees for the leads, but a referral fee of between 25 percent and 40 percent is collected at the time of closing.

To qualify to receive these leads, you must have a minimum of 24 months experience working as a full-time agent, a minimum of eight closed transactions in the past 12 months, and complete their Verified Partner Agent training program.

4. Re-engage your database

Many agents have databases filled with people receiving automated property emails but limited personal engagement. The following script can be used for calls or via text/email to re-engage with the people in your database:

This is [Agent Name] with [Agent’s Company]. You’ve been receiving emails with property details from me for a while now. I want to make sure I’m not overwhelming you with emails, but also that I’m providing you with information you want. Should I make any adjustments to the frequency of emails or types of properties I’m sending you?

This is a great way to uncover the opportunities that are often missed in your database.

For more database re-engagement ideas, this is the article for you: Turn Your Database Into An ATM. 6 Rules To ENGAGE .

5. Send unsolicited video CMAs

The main thing homeowners are interested in is the value of their home. This strategy involves emailing homeowners a video overview of their home’s current value including going over the recent sales that shaped the valuation. By providing value before it is requested, you will be amazed at the number of opportunities for listings it can produce.

I did one of these unsolicited video CMAs every day I worked the last quarter that I was in sales. Those 72 emails led to over $11 million in listings! This is one of the best ways I know to generate listings in today’s market environment.

You can find a complete breakdown of how to execute this strategy in this article: From Zero To $11M: How I Generated Listings In Record Time .

6. Host open houses

Open houses are one of the most productive lead generation strategies available today. Successful open houses involve marketing before, during, and after the event. This is a tried-and-true strategy that is as effective today as it has ever been.

7. Reach out to Airbnb owners

Airbnb rental numbers are down in many markets due to increased competition from many new Airbnb owners coming into the market in the last few years. The increased competition has led to winners and losers as great hosts thrive and not-so-great hosts struggle.

Many of these owners publish their contact info on Airbnb, or it can be found with a little due diligence. A call to these owners with a script like the following is a great way to generate leads:

This is [agent name] with [agent company]. I saw you own the Airbnb at [address] and wondered how it is going for you.

These investors are a reliable source of leads that often lead to multiple transactions.

8. Tap into the Redfin Referral Network

Redfin Referral Network is the referral subsidiary of Redfin. This is another no-upfront fee lead source where the agent pays a referral fee at the time of closing. Their website states that to receive leads from them you must have an active license and be in good standing. They state you must close your fair share of deals and have a proven track record through client surveys.

9. Explore geographic farming

Geographical farming is the foundational way to create consistent listing opportunities. The sooner you start, the sooner you can expect results.

Looking for a complete overview of geographical farming? This article breaks it all down: Here’s Everything You Need To Succeed With Real Estate Geo-Farming .

10. Use ChatGPT for optimized social media posts

The ability to utilize AI like ChatGPT to create content that attracts your ideal client is extremely underutilized by real estate agents. If you focus on developing your understanding of how to maximize this technology in the coming year, you will separate yourself from the majority of other agents.

Looking for inspiration on how to use ChatGPT in your business? This is the article you’ve been searching for: 40 ChatGPT Prompts Every Real Estate Agent Should Be Using .

11. Ask for referrals from agents leaving the business

Agents that leave the business can be a great source of referrals. Providing them with details on how they can park their license in a referral company and receive referral fees from you for the prospects they refer to you will lead to business in the coming year.

12. Link Instagram Stories to lead capture pages

Instagram Stories allow links to be added. Utilizing property photos or short videos with a link for additional details is a strategy that moves people from Instagram to your database. Also producing Stories with lead magnets like the ones mentioned in the QR code examples will generate leads as well.

13. Pursue expired listings

As the market continues to normalize, opportunities for listings from expired listings will continue to grow.

14. Optimize your Google Business Profile

Optimizing your free Google Business Profile is the best way to position yourself for organic leads on the world’s #1 search engine. For a more detailed description of how to optimize your page, check out this article: Optimize Your Google Business Profile To Elevate Your Brand .

15. Buy lunch, not leads

Instead of buying leads, buy lunch for past clients or people in your sphere of influence. Building deeper relationships will lead to referrals, repeat customers and a growing business.

16. Host going away parties for your sellers

Hosting a going away party for sellers is an outstanding way to meet the friends and neighbors of your client. These parties lead to introductions and opportunities.

17. Reach out to For Sale by Owners (FSBOs)

Don’t forget the owners who raise their hands saying they want to sell. FSBOs often become listings. Providing value and staying top of mind when they decide to list with an agent will lead to listings.

18. Use QR codes to attract homesellers

Attracting sellers via QR codes is similar to the above-mentioned strategies for buyers but here are a few twists for generating listing leads.

QR code on all mailers for just listed/just sold cards.
QR code on mailer to homeowners in your farm with the title “The 5 Key Marketing Strategies We Used to Maximize the Sales Price for Your Neighbor at [Address].”

QR code lead generation strategies are only limited by your creativity.

19. Host a first-time homebuyer seminar

Teaming with a lender and credit repair person to host a first-time homebuyer seminar provides you with a low-cost way to attract buyer leads.

20. Add ‘little help’ posts on social media

Social media posts that ask for a little help can reveal listing opportunities. This is an example of a post you can make if you have a buyer who can’t seem to find the perfect home.

Little Help Please! I have a couple looking to buy a 4-bedroom home in the [whatever] school district. We have looked at everything in MLS and have not been able to find their ideal home. Please direct message me if you know of anyone considering selling in that area so I can see if we might be able to have a win-win for that homeowner and the buyer I’m working with. Thanks in advance for the help.

This post can result in direct messages, texts or even people tagging a friend they know is getting ready to sell in the comments.

21. Pursue circle prospecting

Calling homeowners around a market activity like a new listing or a home that recently sold is a way to provide valuable information about an event that can affect the value of their home. This is a way to provide value and find homeowners who are considering selling their home now or in the future.

22. Connect with Veterans United Realty

Veterans United Realty is another no-upfront fee lead source that you pay for via a referral fee at the time of closing. They provide leads with a pre-approved VA loan. They look for agents with experience and a passion to help military families.

For a list of other referral companies with no upfront fees, check out this article: 10 No-Upfront-Cost Lead Sources For Real Estate Agents .

23. Ask for referrals

Never underestimate the power of asking for referrals in expanding your client base.

24. Buy online leads

Buying online leads can be profitable. The key is to have a follow-up system in place to maximize the opportunities each lead presents. I’ve found the higher the quality of the follow-up, the higher the percentage of conversion.

The level of success you achieve in 2024 will be a direct result of the quality and quantity of leads you generate. Hopefully, this article provides or reminds you of a few strategies that you can implement to make 2024 your best year ever.

Jimmy Burgess is the CEO for Berkshire Hathaway HomeServices Beach Properties of Florida in Northwest Florida. Connect with him on Instagram and LinkedIn .

5 things every agent needs to do now for a successful 2024

will@closewithquality.com (Will Carroll) — Tue, 14 Nov 2023 12:40:04 GMT

CEO and new Inman contributor Christa Huffstickler walks you through proven strategies for planning ahead and building the business of your dreams in the next year

by Christa Huffstickler Today, November 14, 2023

Thinking about the whirlwind real estate market we’ve experienced over the last few years, here are five things every agent can start doing today to ensure their business will thrive next year.

1. Be a tortoise

2023 has been a year of shifting market dynamics . Interest rates and inflation have certainly shaped the real estate market, with varying regional impacts across the country. Markets will fluctuate, but methodical, strategic, and yes, sometimes slow growth is the only way to ensure your business will continue to thrive regardless of these external variables. Or as I like to think of it, being a tortoise.

With this approach, I was able to expand our business with two new locations in the Atlanta market this year, which on paper, wouldn’t seem like an ideal time to be investing in new office space and expansion.

However, because I have taken a slow, methodical approach to growing my business over the past five years, I was able to move in a market of opportunity , when other agents and brokers were perhaps pulling back on spending and being conservative with growth investments.

2. Plan ahead

Be it snail mail, digital campaigns, or outreach to old clients, marketing initiatives won’t yield results overnight. As agents, we must plant these seeds over time and continue to nurture relationships with current and potential clients all the time, especially during “down” markets. If you wait until an “ideal” market to start your marketing initiatives, you’re already behind.

As an agent, slower markets signal to me that it’s time to double down on nurturing relationships, a strategy that has served me well when the market rebounds and people are ready to move real estate. I’ve put in the work, so I can hit the ground running.

3. Stay the course

The real challenge for the tortoise is when things are going great. It can be tempting to table some of the best practices that have gotten you through slower markets and just sell, sell, sell as fast as you can. However, even during the best of times, and the market is optimistic for 2024 , it’s all the more important to focus on doing the work methodically.

This means executing the fast-paced art of closing the best deals for clients, finding the most exclusive listings and honing your sales expertise, but it also means investing in marketing , creating regular touchpoints with clients and prospects, investing in your own professional development and being diligent throughout.

Don’t abandon the foundational elements that have served you well to this point. By staying the course, you will be prepared when the market inevitably turns again, whether that’s five months or five years down the road.

4. Build a strong support team

In order to maintain a laser focus on current, former and potential clients, agents need to have a strong support team around them.

While you’re out there nurturing relationships, working your network , holding and attending brokers’ opens, and helping clients through the process of buying or selling their home, a team of experts and the right technology can and should automate and support different parts of your business.

For example, digital drip campaigns, mailings, social media presence, documentation, filings and beyond. Remember, “The strength of the pack is the wolf, and the strength of the wolf is the pack.”

5. Connect with people, and the clients will come

In my experience, I’ve found that there comes a moment for every agent when it feels like nothing is happening. They’re putting in the work, investing in marketing, and diligently following through on every potential lead, and yet, nothing is popping for them.

When this happens, I say keep going. Don’t stop putting forth the effort no matter how pointless it can feel at times. Keep doing what you are doing and don’t quit because it’s not working fast enough.

Sure enough, I will eventually get the call that all of that work and effort is finally paying off. These agents are so glad they continued to push through even when the results weren’t immediate. While connecting with people takes time and multiple touch points, it results in lifelong clients and amazing word of mouth.

Taking a “people first, clients second” approach to cultivating your business means creating memorable touchpoints that stick with someone long after the interaction. For example, one of our agents handed out branded corkscrews and mini bottles of wine to parents taking their kids trick-or-treating. We’ve also had agents hold events at pumpkin patches during the fall season for pumpkin picking and photo opportunities for children and pets.

Another of our agents leaves behind one of her pens at every restaurant she visits. Connecting with members of your community on the topics that matter most to them is a slow but sure way to build a roster of lasting relationships.

Get started today

As the real estate industry weathers the last few months of 2023, remember that slow and methodical planning will allow your business to thrive in a changing market. In moments of constriction, most agents will pull back. But, with the proper diligence and planning, the most successful agents will lean in and double down on business during these times, taking advantage of market opportunities that others aren’t able to.

A successful real estate career is most certainly a long game, but worth it. Start putting in the work today to see results in 2024 and beyond.

Christa Huffstickler is the founder and CEO of the top-performing Engel & Völkers Atlanta . Christa is the winner of the Atlanta Homebuilders Association’s Obie Award and is regularly recognized among Atlanta’s most powerful business leaders. Christa ranks in the top ten Engel & Völkers license partners and advisors worldwide. Connect with her at Instagram or LinkedIn .

2023 is full of noise and disruption. Here’s how to do business anyway

Sat, 28 Oct 2023 14:57:48 GMT

There’s a lot going on in real estate and beyond, writes broker Troy Palmquist. Here’s how to block out the things you can’t control so you can get back to business

by Troy Palmquist Today, October 28, 2023

From paradigm-shifting technology to leadership shakeups to hotly contested court battles, it seems that 2023 is determined to keep making noise all the way through to the holiday season. Every time you feel like you’ve got your hands around one scandal or existential crisis, another one comes rolling along.

Obviously, it’s important to know what’s going on and to keep yourself up to date on the latest news. It’s vital to know what factors are going to impact the industry in general and your business in particular.

At the same time, however, too much information — especially about things that you can’t control or predict — can have you feeling helpless, hopeless and unmotivated. It can negatively affect your mood and your mental health, not to mention your ability to move forward and accomplish new things.

Now add to that the fact that, if you’re broadcasting all of that negativity to clients, colleagues, team members or agents at your brokerage, you’re affecting their ability to move forward in a proactive way.

It’s time to stop and do some self-evaluation in the midst of all the noise so that you can get your focus back where it belongs. Here’s how.

1. Get your mindset right

If you’ve stopped doing basic daily mindset exercises like meditation, visualization and positive affirmations, it’s time to get back to them. The change you want to see begins with you, your mindset and your motivation.

Not sure how to come up with a positive affirmation for the day or tired of all of your affirmation resources? Ask ChatGPT for a positive affirmation each day with the prompt: What is a powerful positive affirmation and motivating thought for today in real estate?

2. Pay attention to the people around you

Who are you surrounding yourself with? What kinds of conversations are you having? Your mindset will only be as healthy as those you’re communicating with.

Those conversations apply to your social media and online friend group, as well. Audit your social media feeds and see what kind of vibe is there. Are you taking in positive thoughts and actionable insights or a lot of negativity and anger? It may be time to mute or unfollow some folks so that you can feel better.

3. Take positive action

Frustrated with leadership? Join a committee, run for association office or get your broker’s license. Worried about lawsuit impacts on buyer commission? Transition to a listings-based business.

An agent who keeps their head down and their nose to the grindstone will pick up market share, even in a market that people are writing off. There’s business out there and I know many agents who are doing more business than they’ve done in previous years. The difference? They’re ignoring the distractions in favor of taking positive steps and actively prospecting.

4. Ignore the haters (and don’t be one)

In any market, there are people who want to hate on those who are successful. In any market, there are people who would rather question your methods than celebrate your wins. Don’t give those people one square inch of real estate inside your headspace.

Stop worrying about why someone is giving you a hard time. Set firm boundaries for your interactions and, if possible, avoid dealing with them. If you’re spending too much time focusing on others, figure out how to move your focus back to your own business instead.

5. Rethink your business in light of your priorities

If you’ve been passively waiting for leads to appear or convert, you may need to rebrand or reboot your marketing. If you’ve been working in your business, you may need to build more leverage so that you can work on your business.

Feel like you don’t have enough financial stability? Work with a financial advisor. Join or form a team. Look at other brokerages that have additional value opportunities like health insurance or wealth planning . Go out and forge new opportunities and new alignments based on what’s important to you.

There are always reasons for feeling down and focusing on the negative. Instead, focus on yourself and the things that are within your grasp. Remember that famous adage: “What you focus on expands.” Focus on the things you love, the things that light you up, and watch them grow.

Troy Palmquist is the founder and broker of DOORA Properties in Southern California and director of growth for eXp California. Follow him on Instagram or connect with him on LinkedIn .

7 lies unsuccessful agents believe that are holding them back | Inman

Mon, 14 Aug 2023 12:20:27 GMT

Don’t believe the lies. You are in the right place, at the right time, and in the exact business that can help you build the life you always dreamed of having

by Jimmy Burgess

Don’t believe the lies. This market has an abundance of opportunities. But many unsuccessful agents allow untruths to shape their belief system, which in turn leads to a lack of action. That lack of action inevitably results in failure.

This article debunks the myths holding many agents back from the successful businesses they desire.

Lie No. 1: Top agents get all the business and there’s no room at the top

The 80/20 rule, applied to real estate, says that 80 percent of transactions are generated by 20 percent of the agents. I’ve found this to be true in nearly every market I’ve studied. I’ve also found that not a single top-producing agent started at the top.

Everybody starts as a new agent. Every current top agent didn’t believe the lie that there wasn’t any room for someone like them to break into that top 20 percent. They believed it was possible, and they executed on a plan of action to grow their business.

Let this also serve as a warning for the top agents reading this article. Your current positioning is not guaranteed in the future. There are agents with businesses that are growing every day, and unless you protect your current market positioning, it will be taken from you.

Stay diligent. Keep innovating. Keep adding new and fresh value to the marketplace. The ability to take your business to the next level is readily available. Stay humble and hungry. If you keep growing yourself and the level of service you provide, that next level of success is right around the corner for you as well.

Do you believe it’s possible to become a top-producing agent or to take your business to another level? Your belief system in what is possible is the most powerful ingredient in your future success.

Lie No. 2: The market is too difficult to gain market share

It is a fact that there have been fewer transactions closed this year than there were for the same period last year. But opportunities are all around us. Many unsuccessful agents believe that this challenging market makes it too difficult to gain market share. Nothing could be further from the truth.

The real estate market is fluid, and market share is constantly moving from one agent to another. Successful agents realize this change in the market is creating a unique opportunity to gain market share, and they take advantage of it.

So, what can you do to propel your business forward right now? Simply do what others are not doing. While others coast and rest on their past successes, make more calls than you’ve ever made to your past clients and sphere of influence. While others coast, host more open houses and produce more video content than anybody else.

When you do the things others are not willing to do today, you will have success others won’t have tomorrow.

Lie No. 3: Cold calling doesn’t work

The lie that cold calling doesn’t work is an excuse unsuccessful agents make based on their fear of the phone and not based on facts. But not all cold calls are the same. There are certain types of calls that yield better results than others, and focusing on these calls leads to increased success rates.

Making effective calls is driven by three key factors:

Calling with information that is desired or not readily available

What information does a homeowner want? They want information on sales activity that affects their home’s value. They want market insights and a professional opinion of how the current market statistics affect their home’s value.

The first step is to call with information that adds value to the person you are calling.

Calling the right people

Who are the people who would find the most value from the information you have? Neighbors will be curious about what a home on their street sold for and how that sale affects the value of their home. Out-of-town owners will value professional opinions and market details that affect their property’s value since it may not be readily available to them due to being located outside of the market.

Calling the right people with the information they desire sets the stage for even more success.

Calling at the right time

According to HubSpot , the best days to call are Wednesday and Thursday from 10 a.m. to 11 a.m. and from 4 p.m. to 5 p.m. Mondays and Tuesdays outperform Fridays through Sundays as well.

When you call the right people with the right information at the best times, success will follow.

The agent that has the most real estate-related conversations always wins. Don’t believe the lie about cold calling. Make the calls and reap the rewards.

Lie No. 4: Marketing is too expensive

The lie being told is that you must spend money on expensive marketing to get noticed. That may have been true in the past, but today is a new day. Building a desirable personal brand that attracts your ideal clients with limited expenses is more achievable than ever.

Social media marketing is free to extremely inexpensive, depending on your desired results. Videos can be shot on your iPhone and edited in free apps. Free tools like Canva make designing professional flyers or promotional items easily accessible.

Don’t make the excuse that marketing is too expensive until you have exhausted all low-to-no-cost marketing activities. Marketing has never been easier and less expensive than it is today.

Lie No. 5: Direct mail is dead

The reason why so many agents still send just listed/just sold cards is because they work. The key to direct mail is consistency. Every mailer you send to a specific group of people compounds the effectiveness of your past mailers.

Finding ways to make your mailers stand out will increase their effectiveness. Sending larger sized postcards, colored envelopes, utilizing handwritten font technology, and including QR codes are a few ways to differentiate yourself and your mailers.

While others say direct mail is dead, top agents continue to create opportunities for new listings and buyer representation through direct mail.

Lie No. 6: Top agents keep secrets on how to generate business

The ability to learn strategies and how to execute on them to build a successful real estate business has never been more readily available. A Google search for how to generate listings will provide millions of articles and videos sharing exactly what to do. A Google search for ways real estate agents can market their businesses to their sphere of influence reveals thousands of effective strategies.

Don’t believe the lie. We don’t lack ideas on how to generate business, we lack an abundance of agents that are willing to take action and execute on proven strategies.

Lie No. 7: Success in real estate is only available to a select few

Anyone can succeed in real estate if they are willing to put in the work and bring value to the marketplace. There’s no specific group of people with finite characteristics that dominate this business. Successful agents come in all variations. Some are old, and some are young. Both men and women succeed in this business.

It is a matter of what you believe about yourself and your ability to succeed. Do you believe you can succeed in this business? Do you believe there is another level for your business? And lastly, are you willing to take action at the level needed to build the business of your dreams?

It is not a question of whether success is achievable, you can see it everywhere you look. It is a matter of whether you are willing to do the work to achieve the level of success you desire.

Finding success in this business is almost always harder than you thought it would be. It almost always takes longer than you thought it would. It almost always involves painful setbacks that make you question whether this business is really for you. But every bit of the struggle will be worth it .

Don’t believe the lies. You are in the right place, at the right time, and in the exact business that can help you build the life you always dreamed of having.

Jimmy Burgess is the CEO for Berkshire Hathaway HomeServices Beach Properties of Florida in Northwest Florida. Connect with him on Instagram and LinkedIn .

12 rules of the road for new (and experienced) agents | Inman

Wed, 02 Aug 2023 12:05:27 GMT

The road to real estate success is paved with strong connections, integrity and a genuine focus on meeting the needs of the client

by Bernice Ross

One year following the launch of Inman’s The Basics newsletter, our weekly dispatch of must-reads for new agents, we’ll spend the month of August digging deeper into what it takes to survive against the odds as a new agent in a tough market.

While many people say that “location, location, location” is the most important rule in real estate, when it comes to starting your business and keeping it strong for decades to come, the real name of the game is “connection, connection, connection.”

If you study top producers, the most successful agents always have a deep knowledge of the inventory. Their most important skillset, however, is their ability to build strong connections with the potential leads they meet.

The following “rules of the road” will help you maximize your connection with buyers and sellers, regardless of how long you have been in the business.

Rule 1: Focus on your clients, not the ‘me-me-me’ approach to marketing

Agents who market themselves by proclaiming they’re No. 1 in the market or who focus on their achievements are ignoring a critical principle when it comes to marketing and sales: WIIFM or “What’s in it for me?” Building connection begins with being focused on what matters most to your clients, not on how great you and your company are.

Rule 2: Listen and ask questions

Skilled networkers focus on asking questions, often using the words “how” or “what” as a way of discovering what they have in common with a potential client. For example, “Tell me what you like about working as a (fill in the blank?)” “How do you like to spend your time when you have a day off?” Commonality leads to connection which is the foundation for building trust and future referrals.

Rule 3: Always tell the truth, no matter how painful

Telling the truth is critical to building trust. There will be times throughout your real estate career when you may not want to disclose what’s wrong with the house, where a client asks you to compromise your integrity, or when you’re tempted to stay quiet when you really need to speak up about an issue. It’s better to confront problems head-on. If you need help, speak to your manager or broker about how to handle the situation.

Rule 4: Show up and be 100% present

This means putting your phone on airplane mode or turning it off completely so you can devote 100 percent of your attention to your client. There’s nothing quite as aggravating as having your clients ready to transact and receiving a phone call, text or notification that interrupts the closing process and causes your clients to change their minds.

Rule 5: Only do business with qualified buyers who agree to work with you exclusively

Because today’s market is especially difficult, make sure that any buyer you work with is pre-approved (not just pre-qualified) and agrees to work with you exclusively. If they’re looking with other agents or refuse to work with a lender to get pre-approval, don’t waste your time.

Rule 6: Focus on right-now business

In terms of setting priorities in your business, always focus on who is “closest to the money.” The priority for making this determination is “properties under contract,” “ active listings ,” “buyers who must transact in the next 30 to 90 days (usually referrals, expired listings, FSBOs and relocation clients) and those who plan to transact more than 90 days from now.

Rule 7: Every client deserves the best possible service you can possibly provide

A great lesson I learned from Jon Douglas early in my career was the following:

Whether a client has a $50,000 condominium or a $50 million dollar estate, they each deserve the highest, most competent and professional services we can provide.

Rule 8: Under-promise and over-deliver

Agents often get into trouble when they promise their clients too much and fail to deliver on what they promised. For example, if a Seller wants a CMA and you think you can have it ready by 5:00 p.m. this afternoon, tell the Seller it will be ready at 5:00 p.m. tomorrow. That way, if you have an emergency, you still have plenty of time to complete the CMA.

If you finish the CMA early, you look efficient because you delivered it earlier than you promised.

When agents take listings, they should promise no more than 70 percent of what they think they can deliver , and then wow the client by delivering more than they promised.

Rule 9: Shut up and sell!

Keep your opinions to yourself. Instead, ask questions and take notes on what your clients say. I can’t tell you how many times I had clients who loved a house the way it was until the listing agent waxed on about how it could be remodeled based on her taste, not that of the buyers.

In fact, I remember showing my very first buyer a house that I thought they would hate. Turns out they purchased it because it reminded them of their grandmother’s house.

Rule 10: It’s their house, it’s their mortgage and it’s their decision

You are not the decision-maker. Instead, think of yourself as a “conduit of information.” Your goal is to provide your clients with the best possible information so they can make the best possible decision.

Rule 11: Don’t be attached to the outcome

This can be extremely difficult, especially if you need the commission to put food on the table for your family. This is why new agents should be prepared to go at least six to 12 months before they receive their first commission check. Again, your focus must always be providing the best possible service to each of your clients, regardless of what is going on in your personal life or financial situation.

Rule 12: Your job boils down to 6 words: Generate leads, convert leads, close transactions

There’s a saying that nothing happens until someone generates a lead. When you’re new in the business, spend every possible minute engaging in face-to-face lead-generation activities. Moreover, your lead generation time should have the same priority as going on a listing appointment. Never cancel it unless you would have done the same thing if you had a listing appointment.

The road to real estate success is paved with strong connections, integrity and a genuine focus on client needs. These 12 rules of the road serve as guiding principles every agent should embrace, regardless of their experience level. Applying these principles consistently is critical to having a long-lasting, successful real estate career.

Bernice Ross, president and CEO of BrokerageUP and RealEstateCoach.com , is a national speaker, author and trainer with over 1,500 published articles. Learn about her new and experienced agent sales training programs at BrokerageUP.com plus her latest initiative to help women build wealth and secure their financial independence at RealEstateWealthForWomen.com

The shiny objects keeping you from serving your clients | Inman

will@closewithquality.com (Will Carroll) — Fri, 21 Jul 2023 11:14:28 GMT

Don’t just sit back and wait for things to happen. Find the home your buyer clients are looking for and help them get to the closing table

by Troy Palmquist

Tens of thousands of agents have left the real estate industry in recent months, and NAR predicts that many more will leave as we face an uncertain short-term future. I’d venture to say that many of those agents would have viable careers in the industry if they were taking a more active approach to their business.

You’ve heard me talk about this in some way, shape or form for years, but it’s something we’ve been heavily discussing and implementing at my brokerage.

As my colleague, Melissa Sofia, founder of The Avenue Home Collective, puts it:

What I’ve learned in the past three downturns is the only way to fail in real estate is to give up. It’s to stop putting in the work. The truth is, the agents who are leaving the market have stopped conducting income-producing activities.

Prospecting, lead follow-up appointments, and negotiation are our jobs. This is a time to be honest with yourself. If you’re not doing those things, you’re not actually working.

Today, let’s take a step backward and go back to the basics, not worrying about our downlines or the newest social media trend with Threads. Let’s take a step forward in ways that will actually help your career.

Active vs. passive service to buyers

The passive approach to helping buyers is one where you put in offer after offer on the few homes in inventory, wearing down the buyer clients’ patience and allowing them to opt for a life of endless renting.

For starters, I’d make sure that the buyer has a signed buyer-broker agreement with me. It’s all too easy for a buyer to jump ship if another agent has access to a listing they’re interested in, so it’s important to make sure that you’re committed to working together.

Next, make sure that your buyer has a strong preapproval from a lender with convincing proof of funds that are liquid and seasoned. If they’re financing, look into underwritten preapproval to ensure a streamlined purchase process.

You may have a long-term buyer lead that was not well-qualified when you originally put them up in their search in RealScout. Follow up with them and ask them if they’re ready to get in touch with their lender to see how they’re doing on their credit repair. Make sure that you’re regularly providing education to these types of buyers so that they can make progress over time.

Send your email list of buyers a letter or email (or both) suggesting that you schedule a call to see what’s working and what’s not working. If you’ve shown them a number of houses or sent a number of listings and they haven’t made any offers, find out what needs to be done to tailor the search more specifically to their requirements .

Here’s a sample letter you can use to communicate with buyer clients and help them refine their search:

Subject: Enhanced Homebuying Assistance: Notifications and Personal Consultation

Dear [Client’s Name],

I hope this email finds you well in your homebuying journey. I wanted to reach out and inform you about an exciting new feature I am implementing to further assist you in your search for the perfect home. In addition to our ongoing communication and property notifications, I will now be setting up an additional email notification system specifically designed to keep you updated on homes entering and closing escrow.

Don't let these 9 hurdles halt your buyer deals | Inman

Thu, 29 Jun 2023 16:24:03 GMT

Keep your deals moving forward and your clients happy with these 9 practices for efficient transaction management

by Darryl Davis June 26, 2023

Being a real estate agent in today’s market is definitely not for the faint of heart or uncommitted. Changing markets, challenging inventory and serious competition make it kind of easy to fall behind or lose out.

Here’s the thing though — you can’t afford to let the hurdles or the speed bumps halt you in your tracks. Let’s dive into a few ways you can keep deals moving and your clients happy.

1. Know thy client

First things first: Get to know your client’s needs and wants. Ask the right questions , listen attentively and take notes.

Understanding what they’re looking for will help you avoid showing them properties that don’t match their criteria and save you both precious time and effort. What are their must-haves? What are their nice-to-haves? Getting a sense of their lifestyle needs helps you narrow down the list, and when you do land on the perfect fit, they’ll be grateful for your hard work, dedication and efficiency

2. Communication is key

Build trust with your clients through consistent communication. Keep them updated at every stage of the buying process. Let them know what’s happening and what they can expect. This will help keep their stress levels low and build your credibility as a real estate agent.

A lot of issues that occur during the closing process arise due to a lack of communication. To prevent this from happening, ensure that you’re keeping everyone in the loop. Update your client about every development, inquire from the seller’s agent about any changes or delays, and promptly respond to emails and voicemails. You never know which conversation could mean the difference between a sale and a failure.

3. Don’t underestimate the power of a pre-approval

Before you start shopping for properties, having your client pre-approved for mortgage financing can save you both a lot of hassle. Knowing their budget beforehand allows you to focus on properties within their realistic price range.

In addition, presenting a pre-approval to a seller can help your offer stand out and show that your client is serious about the purchase. Once the offer is accepted and moving forward, having that pre-approval will fast-track the transaction because it’s already taken care of.

4. Leave no stone unturned

As a reputable real estate agent, it’s important that you leave no stone unturned in your search for the perfect client property. That means utilizing all available resources. Whether it’s online listings, MLS databases, or your own personal network , make sure you exhaust all possibilities.

That gem of a property could be hiding in the most unexpected places. This can also be said for negotiating unique terms to help get your buyer’s offer accepted, as well as locating services that your clients might need. This kind of service will also help you grow your network.

5. Stick to the strategy

Once you’ve found your client the perfect property, stick to the strategy you’ve developed. Whether it’s your brilliant negotiation tactics , your robust network of incredible services referrals for home inspectors, or simply knowing when to take a deep breath and stay calm under pressure — you’ve got this.

Your client will appreciate your professionalism, and you’ll build a reputation as a top-notch strategist, expert negotiator and problem-solver in the industry.

6. Keep the paperwork flowing

In any real estate transaction, paperwork is inevitable. You want to ensure you have most of the legal requirements submitted and move forward as swiftly as possible.

However, it’s not uncommon that small details or unclear information can stop things dead in their tracks. Therefore, make sure you have everything organized, reviewed, dotted all your i’s, and crossed all your t’s, to ensure everything is in order daily as you move through the closing process. In the long run, it could save you a great deal of time, energy and the headaches that come with costly mistakes.

7. Be proactive and always anticipate the unknown

The real estate industry is still unpredictable and not always smooth, despite all the best planning. This is why it’s best to prepare for the unexpected.

For instance, you may not be able to forecast a delay in the closing date, but you can be prepared should it happen. Prioritize having a window for contingencies in your contracts if possible.

Additionally, it’s always wise to have backup plans elsewhere. Keep a list of alternative properties in mind should your buyer’s first choice not work out.

8. Ally yourself with the right people

It is, and always will be, a team sport when it comes to real estate. A transaction’s success is not dependent on just one person; you need to make sure you have the right team on your side.

Build relationships with reliable professionals you trust and can confidently refer your clients to when needed. These could include home insurers, mortgage lenders, real estate attorneys, home inspectors, contractors, plumbers and electricians. Having the right people on your side will help you navigate any bumps along the way, and your clients will be thrilled to have trustworthy referrals.

9. Practice efficient time management

Time management is one of the most valuable aspects of any successful real estate agent. If, as an agent, you cannot manage your time effectively, the likelihood of you closing deals quickly and successfully is slim to none.

Organize your day-to-day activities meticulously, blocking off time to take care of matters in your business such as prospecting, catching up on market news and preparing mailings. Make sure that you are utilizing efficiency, taking the minimum amount of time possible on each activity.

Doing so will help you create an effective time management system to save you time, gain efficiency and close more deals. After all, having excellent time management skills will also leave you time to spend with friends and family, enjoying the life you have built for yourself.

Real estate is a dynamic and ever-changing business, and staying a top agent takes hard work, patience and creativity. However, the tips in this post will provide a solid foundation to improve your performance and ensure a smoother trading process.

Closing a deal can be tricky when you aren’t prepared, but when you are and you anticipate the problems that might pop up, you can masterfully sail through the issues, making your clients happy and earning their respect.

Darryl Davis is the CEO of Darryl Davis Seminars . Connect with him on Facebook or YouTube .

First home? No problem! How to guide first-time homebuyers | Inman

Mon, 12 Jun 2023 12:35:48 GMT

In today’s highly competitive real estate market, first-time homebuyers need more information and assistance than ever

by Bernice Ross May 16, 2023

From high-interest rates to a lack of inventory, it’s harder than ever for first-time buyers to find the right home. Even so, there’s much you can do to help your first-time buyers make their dream of homeownership a reality.

Agents must overcome two primary challenges when working with first-time buyers: finding properties to show their buyers and then making sure they are “purchase ready.”

Locating the right properties to show your first-time buyers

Where should you look to find properties that are not listed on the MLS? While the competition for expired listings and For-Sale-by-Owners is fierce, here are some great alternatives.

(Please note: Before showing any property that is not currently listed, always obtain a one-party-listing agreement before introducing it to your buyers.)

1. Hold seller seminars

You’re probably familiar with buyer seminars , but have you ever considered holding a seller seminar? Marriages, divorces, and deaths usually result in changes in property ownership. Given that over half the population is living paycheck to paycheck, financial difficulties may force another large group of struggling homeowners to sell as well.

Potential topics that may attract these potential sellers include “Understanding Your Home’s Value” or “Preparing Your Home for Sale.” Market your in-person or Zoom seller seminars through your print, digital, and social media marketing.

2. Engage the 58% of buyer leads with properties to sell

According to the most recent NAR Profile of Home Buyers and Sellers , 58 percent of the buyer leads (and 77 percent of repeat buyers) own a home. Consequently, follow up immediately on all buyer leads to determine if they also own a home. If they do, schedule a face-to-face appointment as soon as possible. According to NAR, the first agent who meets with a potential seller face-to-face when they’re ready to transact gets the listing 80 percent of the time.

3. Heavily prospect the 55+ market

The NAR Profile also found 65 percent of ALL sellers are 55 or older. Seniors are often forced to move due to financial issues, the loss of a spouse, mobility issues, or their inability to no longer live independently. Take the following steps.

Tailor your print and digital advertising to focus on the issues that force seniors to sell their current homes. Market by discussing “right-sizing” rather than downsizing.
Make their move as easy as possible. As my last listing agent told me, “All you have to pack is clothes — I’ll handle the rest.”
Familiarize yourself with the 55+ independent living communities in your area. Most of these communities have ongoing events that include holiday parties, speakers, local artists, and musicians. Consider regularly sponsoring these events, so that you become known as the realtor who really cares about your community. Remember, being face-to-face is crucial.

4. Tap into the 15 million vacant homes

Kurt Carlton, the president and co-founder of New Western , the largest marketplace for investors who want to flip, rehab, or invest in housing, discovered an interesting statistic in the 2020 Census: there are 15 million vacant homes in America.

While some of these homes are Airbnbs and second homes, Carlton’s data suggests that a substantial portion of these are inherited properties owned by out-of-area owners. Many of these owners are working so hard to keep up with inflation, they don’t have the time or the money to deal with the needed repairs.

A great solution to this issue is Curbio , the nation’s “leading pay-at-closing home improvement solution for real estate agents and their clients.” Curbio prepares the property for market and then deducts the cost at closing.

5. Explore lesser-known neighborhoods

Encourage buyers to view homes in up-and-coming neighborhoods , redevelopment areas, new subdivisions or areas where major retailers are building new stores. In many cases, they may find more affordable options, especially if builders are offering mortgage rate buy-downs and hefty upgrade packages.

6. Prospect ‘lease expired’ listings

Lease expireds can be an excellent source for locating owners who have multiple properties. If your MLS provides this data, search for properties that were leased or expired 8-10 months ago. Because most lease agreements are for one year, these properties may be coming back on the market in the next few months. If the owner has had a difficult tenant, the owner may decide to sell. The tenant, on the other hand, may also be ready to buy.

7. Search active ‘For Rent’ listings

Websites that list “For Rent” listings include Craigslist, HotPads, Realtor.com, Trulia and Zillow. You can also check Oodle.com and Facebook Marketplace for their rental sections.

Be sure to check with your local title company as to who owns the property. The reason? Investors typically own multiple properties. You never know when that owner may want to sell or do a 1031 tax-deferred exchange.

8. Co-market with local businesses

Partner with local businesses to offer exclusive discounts on services for both buyers and sellers. This can include appliance stores, gyms, handymen, hardware stores, landscapers, local restaurants, storage units, etc. This type of marketing creates a win-win situation for everyone involved.

9. Network with other professionals outside the real estate industry

Connect with local professionals such as accountants, attorneys, contractors, financial planners , landscapers, movers, etc. They often have inside information about homeowners who may soon be putting their homes on the market. Look for ways you can support them in their businesses.

Help your first-time buyers become ‘purchase ready’

It’s’ great that you have properties to show, but you must also make sure your buyers are ready to purchase. Here are the steps to take.

1. Attracting the first-time buyer

The biggest challenge first-time buyers face is that 76 percent of all buyers believe that they must have 20 percent down to purchase. They’re not aware of all the low-down-payment mortgage programs available, nor are they aware of how much money is available for down payment assistance (DPA).3

Here’s a simple marketing campaign you can use to reach these potential buyers:

Trying to save up the 20 percent down you need to buy your first home?

Stop waiting — you can buy a home with as little as 3.5 percent down!

Better yet, you may be eligible to get down payment assistance as well.

The average amount last year was $17,000!

Contact Sally Agent at 800-555-1212 to learn more.

Before running this campaign, familiarize yourself with types of low down payment programs that are available , how down payment assistance programs work , and which programs are available in your area. Also, be sure to visit the mortgage options on Zillow to determine which currently listed properties qualify for DPA.

2. Conduct a detailed buyer interview at your first meeting

To discover what properties your buyers are most likely to buy, conduct a 20-30 minute Buyer Interview that focuses on them and their lifestyle. Here’s what to ask:

When you’re at home, which rooms do you spend the most time in and what do you enjoy doing?
If you’re spending a full day at home, what activities do you enjoy most?
How does each member of your household spend their time when they’re at home and what do they enjoy doing?
If you entertain, what kinds of activities do you and your guests enjoy? (Dinners, barbecues, games, book club, etc.)
If you’re going out for a fun evening locally, where would you go and what would you be most likely to do?
Tell me three things you enjoy about living in your present home.
What is the one thing that you like least about living in your present home and why is it an issue?

During the interview, assess their motivation to purchase by determining how willing they are to meet with a mortgage broker to be pre-approved for a mortgage, whether they have a definitive date when they want to close (often tied to a job transfer or their children starting school), and how quickly they respond to your texts and phone calls.

3. Educate with a first-time buyer’s guide

First-time home buyers often lack basic knowledge about the home-buying process. Create a first-time buyer’s guide that includes the following:

How the homebuying process works

For a detailed explanation of how the house-buying process works, HUD’s website is the most comprehensive. Topics HUD covers include:

Determining how much the buyer can afford
Knowing your rights including fair housing, RESPA, borrower’s rights and predatory lending
How to shop for a loan
Homebuying programs including information about FHA and lease-to-own programs
Shopping for a home, including a checklist for comparing homes on showings, home purchase and repair homes, manufactured (mobile homes), and homebuying FAQs
Making an offer
Home inspections
Shopping for homeowner’s insurance
Settlement and closing procedures

Written evaluation of the current market conditions

In addition to your personal CMA, the new property reports from NARRPR.com and the accompanying charts are amazing. Print these up for each area your buyers are searching so they can make detailed comparisons.

Forms package

Also, give the buyers a packet of forms that includes completed examples of the purchase contract plus any other required disclosures or other documents. Encourage them to review all the forms and to ask questions prior to looking at property.

4. Assess their financial readiness

How can your buyers decide if their financially ready to purchase? Here are several resources to help them in that process.

Is it cheaper for them to buy or rent? First Republic Guide to Buying vs Renting a Home is an excellent resource for answering this question. You can also share Nerd Wallet’s rent vs. buy calculator to determine the actual cost differences of renting vs. buying.
If they need help cleaning up their credit: ConsumerAdvocate.org has ranked the various companies that assist people with cleaning up their credit and Money ranks their top seven credit companies, including their top picks for Best Overall, Best Value, Best Discounts, and best DIY Repair.
Help them understand the borrowing process: Rocket Mortgage has an excellent resource called A Guide To First-Time Home Buyer Programs, Loans And Grants . This includes first-time buyer tips, explanations about the down payment and closing costs, government-sponsored programs, as well as a calculator that can help them determine how much they can afford to borrow.
“Pre-approval,” not just “pre-qualified”: Before you ever show your buyers any property, encourage them to obtain pre-approval, not just pre-qualification for their mortgage. Also, a great lender can provide them the additional guidance on the topics above.
Have buyers check with their tax professional before transacting: Prior to making an offer on any property, always have your buyers consult with their tax professional to determine the impact that purchasing a home will have on their taxes.

In today’s highly competitive real estate market, first-time homebuyers need more assistance than ever. Real estate agents who utilize the strategies above can help guide their first-time buyers through the complexities of the housing market, and ultimately, help them make their dreams of homeownership a reality.

Bernice Ross, president and CEO of BrokerageUP and RealEstateCoach.com , is a national speaker, author and trainer with more than 1,000 published articles. Learn about her broker/manager training programs designed for women, by women, at BrokerageUp.com and her new agent sales training at RealEstateCoach.com/newagent .

5 things agents should look for in a real estate photographer | Inman

will@closewithquality.com (Will Carroll) — Tue, 09 May 2023 13:22:50 GMT

Great photographers deliver more than high-quality imagery. Get a free downloadable pre-shoot checklist.

5 things agents should look for in a real estate photographer

by Inman Content Studio

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Imagine a photographer shows up late for a shoot. He hurries through the house and misses some rooms, requiring a return visit. The photography is delivered a week later, much to the annoyance of the agent and seller.

Across town, a professionally dressed photographer arrives on time and engages the homeowner with a friendly greeting before expertly capturing every angle of the house. She opens all doors so she doesn’t miss a room and adjusts the lighting to portray a warm, inviting ambiance. The next day, the agent receives a complete media package. The listing posts, days before the other agent ever receives his pictures.

Which photographer would you choose? The answer may be obvious now, but in the preliminary stages of selecting a photographer, it can be hard to know which one will show up at the property. Here are some best practices to ensure your listing (and your client) are set up for success:

1. Do your homework. As listings linger on the market and home prices stagnate and fall, photography has never played a more pivotal role in the buying and selling of a home.

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In today’s competitive market, it’s more important than ever to ensure your listing stands out with a variety of high-quality photography and media.

Ask for referrals from other agents you trust. Then look at photographers’ portfolios and check for consistency, which comes with experience and training.

2. Stand out from the pack. In response to the pandemic, new technology has emerged in support of virtual open houses. Moving forward, agents will see more options in real estate media vying for the buyer’s attention during the home-buying process.

For instance, new AI-powered interactive floor plans by ShowingTime+ have transformed the static listing into a fully immersive client experience by providing an all-in-one virtual tour and floor plan that lets buyers click and view a room from any perspective on the floor plan.

You might also look to increase the variety of your listing media, including drone photography and other add-ons such as amenity photography and virtual staging, particularly for vacant properties.

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3. Determine turnaround time ahead of time. As every agent knows, a photographer’s turnaround time can make or break a listing. To ensure efficiency, check referrals and review the company’s policy to see how long you can expect delivery.

While smaller one- or two-person teams might not have the bandwidth and operational support to ensure a fast one- to three-day turnaround, a larger, well-run operation equipped with editors, customer support, and a delivery team may be more likely to have the resources to guarantee your images as fast as the next day.

4. Test the booking experience. Real estate is a fast-paced business, so agents need real-time booking information that’s fast and easy to navigate. A great first question to ask when vetting photographers is, “What does the ordering process look like?” According to Abby Kopp, Manager, Photographer Network Operations for ShowingTime+ new Listing Media Services , her team is able to provide an open and flexible booking system to maximize photographers’ availability and give agents real-time scheduling visibility.

5. Prepare with a pre-shoot checklist. Another key to a great shoot is in the preparation of the home. Great photographers will help coach agents and clients on how to prepare the home including turning on lights, turning off ceiling fans, and removing cars from the driveway.

CHECKLIST: Daily, weekly, monthly and annual metrics to check | Inman

Wed, 12 Apr 2023 12:06:48 GMT

Move from surviving to thriving when you track these meaningful metrics and stay on top of the numbers that matter

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How well do you really understand real estate contracts? | Inman

Fri, 07 Apr 2023 18:38:20 GMT

Providing the highest level of client service means understanding the ins and outs of real estate contracts

by Teresa Boardman Today 1:45 A.M.

For most of us, contracts are not a lot of fun. They are not very sexy either. There aren’t even any pictures on them. In Minnesota, there are pages and pages of contracts used to buy or sell real estate.

I have seen contracts to purchase from the early 1970s and they were only a page long. Since then, someone got sued because of something in a contract or because something was not in a contract. The contract evolved and grew.

Maybe there was that one time when the seller removed the kitchen sink and all the light fixtures. Now the contract specifies that the sinks and light fixtures are included. We advise our clients to remove and replace these items before the house goes on the market if they don’t want to include them in the sale.

How do you spot a brand-new agent? Check their contracts

Understanding contracts , specifically the real estate contracts we use is a very important part of the job yet we consistently get contracts that have mistakes or are missing a few things. Mistakes on a contract are often the first clue I have that an agent is new.

Sometimes agents write their own clauses. A buyer recently requested that we hire a licensed professional to do some caulking.

Since caulking can be done by anyone and there is no special license for it, the homeowner who is a professional and who has a driver’s license should be able to do the caulking himself without being in breach of the contract.

There are agents who do not know the difference between a contract addendum and a contract amendment. We sometimes judge them as being less experienced or competent when they bring an addendum to amend a contract.

Contract dates cause confusion

Contract dates seem to confuse folks. The contract date, the date the contract was signed, and the execution date can be three different dates. There is an urban legend that they all have to be on the same date.

It is common to get a contract to purchase with the final acceptance date missing. That date is usually the only way we have to mark the beginning and the end of an inspection period. The date is almost always different than the contract date.

A few years back agents had to number the contract pages. There were only three or four out of the thousands in my market who knew how to number the pages correctly.

Talk to your broker or an attorney before deciding that a contract isn’t legally binding because there is a date missing or a line or blank wasn’t filled in.

Check and double-check the contracts you use

Agents should never discourage a client from consulting an attorney before signing a contract .

Agents send all sorts of stuff with offers that are not part of the offer. I see agreements between buyers’ agents and clients included in offers on our listings.

Sometimes buyer’s agents stick random items in contracts in unexpected places. They are “gotchas” that we all have to watch for because they can cost our clients thousands of dollars and are easily missed.

Put the oddball items on a contract addendum instead of burying it by putting it on a line in the boilerplate. I always feel as though the buyer’s agent is trying to sneak something past the seller’s agent.

Less is usually more in a contract . It isn’t the place to get creative. Creativity can lead to misunderstanding lawsuits. It is a bad idea to ask for advice regarding a contract on social media. Please ask your broker. If it is the middle of the night wait until business hours. There are real estate emergencies but writing a contract isn’t one of them.

Repair requests should be as specific as possible but at the same time if the person asking for the request isn’t a professional they should refrain from explaining how the repair is to be made.

If you ask me and I know you didn’t there isn’t any room for verbal agreements. Everything should be in writing so that there isn’t any misunderstanding. This is especially important when it comes to parking spaces and swing sets. The ugliest situations I have witnessed in real estate were caused by swing sets or parking spaces.

Clients sometimes have some very specific sentences they want to include in the contract. Most of the time agents will need to say no. I have heard that it can be done tactfully.

It is easy to make a mistake on a contract it happens all the time. Most of the time if there are two agents involved one of them will notice the mistake and get it corrected. That is an excellent opportunity for agents to work together for the benefit of their clients.

Some agents have assistants and transaction coordinators who look over each contract and find the errors.

So far artificial intelligence hasn’t written a contract for me that I would use but I am sure eventually agents will just need to dictate the address, price, closing date and a few other things to get a flawless contract. That would be a great use for AI in real estate. Much better than using it to generate walls of words.

Representing a client well means understanding contracts unless you live in a state where lawyers write the contracts. If you do you are lucky.

Be careful out there and write good contracts.

Teresa Boardman is a Realtor and broker/owner of Boardman Realty in St. Paul, Minnesota. She is also the founder of StPaulRealEstateBlog.com .

Collaborate, communicate, calculate: 7 ways to keep buyers in the deal | Inman

Wed, 29 Mar 2023 11:34:30 GMT

The more a buyer is educated about the ins and outs of a transaction, the more comfortable they'll be with bumps in the road

by Cara Ameer Today 2:00 A.M.

As a result of the market shift — with higher interest rates and some banks collapsing and stock market volatility as a result — buyers’ sense of urgency has declined almost as rapidly as interest rates have increased. After a frenetic two plus years, they are taking their time and carefully evaluating options before making an offer on a property.

Once they make an offer, negotiate and reach agreement with a seller on price and terms, doubt may set in at various points of the transaction.

Are they paying too much?
What about the condition of the home and needed repairs or improvements?
Can they comfortably afford the mortgage payment and the required expenses that go along with owning the property?
What if they like something else that comes on the market better?

It is common for buyers to rethink whether or not they are making the right decision. Here are seven ways to keep buyers in the transaction:

1. Educate

Before making an offer, it is important to coach buyers through what to expect, not only about the offer and the transaction process, but also the “state of the inventory” for their price range and the area(s) they are searching. Buyers need to understand what they are likely to see.

Do homes need work or are they somewhat updated or more updated in their price range? Are there common issues that typically come up during inspections in these properties such as foundation, plumbing or electrical issues?

They also need to understand what the required expenses of ownership are. For example:

Are there homeowners association dues?
How much does homeowners insurance cost?
Are there any special kinds of insurance that will be required, such as flood or fire?

This will lessen buyers being in “shock and awe” once they are in their investigation/inspection period and give them a chance to pivot to a different area or kind of property if they aren’t comfortable with the choices that are typically available.

The contract forms, addendums and required disclosures should be reviewed with a buyer before they embark on a serious home search, not when they are being sent for electronic signature. Adequate time needs to be devoted to reviewing the key provisions of these documents, so buyers understand what will be required of them as well as that of the seller.

If buyers know ahead of time what their contingencies are and what are and are not legitimate grounds for getting out of a contract, they are more likely to move forward with confidence. This is a critical part of the transaction so buyers aren’t suprised and stressed when they learn what the contract really says.

A buyer also needs to understand what kinds of repairs can be requested of a seller in the market you are in. While in theory everything is negotiable, buyers need guidance before they start making offers as to what items are considered fair game (health, safety, termites, etc.) and the difference between a repair and an improvement. For example, asking the seller to have gutters installed or new screens on all of the windows is considered an improvement.

When buyers aren’t properly educated when it comes to inspections and repairs, this can be a huge breaking point in the transaction. Buyers may think the sellers refusal to tackle things that really aren’t true repairs is a deal breaker.

2. Contextualize

Buyers with doubts often need to have things put in perspective for them, whether that is comparing/contrasting comparable sales to the home they are under contract with or providing an idea of future value based on tackling updates and repairs.

Providing an idea of value of comparable properties that sold that were more turnkey can also help. An agent can also provide a cost of waiting or rent vs. buy analysis to help them understand that waiting is simply buying uncertainty. Finding ways to relate to stories of other buyers that had concerns and how they worked through them also helps to feel that they are not alone.

3. Negotiate

In some cases, an agent may need to renegotiate terms, ask for a price reduction, request repairs or ask for a credit toward a buyer’s closing costs or an interest rate buydown. Helping to financially offset the costs of unforeseen issues that arise from inspections or should the property not appraise, may make the buyer feel more comfortable about what they are about to embark on.

4. Collaborate

If the buyer is getting a loan, it is critically important to proactively communicate with them about the transaction, how things are transpiring, as well as any challenges that you as well as they might be dealing with. The lender may be able to give you feedback and vice versa about the buyers which can be helpful to both of you in determining how to keep them in the transaction.

Brainstorming with the lender on possible solutions may be the very thing that is needed. Sometimes getting on a conference call with the buyers and lender together and talking through issues is much better instead of all the back and forth that often ensues with the buyer saying one thing and the lender saying another.

The buyers could delay providing required documentation to the lender for a reason, but attempt to camouflage things, like acting like they have concerns about the house and its condition when there aren’t any major issues. This will avoid the disconnect that can happen, as buyers often think of their agent and lender as two totally separate entities who don’t need to communicate with each other.

5. Communicate

Whatever side of the transaction you represent, you can never communicate enough with all parties that you are dealing with. That especially goes for the buyer. Do not assume that little communication from them means that all is under control or “no news is good news.”

Everyone handles concerns, questions and doubt differently, and they may be feeling overwhelmed and disengage vs. blowing up your phone with 20 questions. Check in early and often. Ask how things are going, if they have any questions or concerns and if there is anything you can assist with.

6. Schedule

When it comes to communication, sharing a timeline of important dates and deadlines will help the buyers stay on track of what needs to happen by what date so they can plan accordingly. It also makes it easier to remind them and follow up on important milestones as you move through the transaction.

There is nothing more stressful than deadlines sneaking up on a buyer. They may react with more of a “fight or flight” syndrome when a contingency deadline is looming that they weren’t aware of, attempt to blame the agent, the lender or both, and want to get out of the transaction due to sheer surprise and being unprepared.

7. Calculate

Sometimes the best course of action is to get out the calculator to help put all in perspective. In our current market, although interest rates are higher, the buyer needs to understand they are not likely to go back to what they were during 2020 through the first half of 2022.

Right now, interest rates can be offset by more negotiability and flexibility when it comes to making offers on homes as well as considering homes that have had substantial price reductions from when they first came on the market. Concessions can be negotiated towards an interest rate buydown as well as towards closing costs and prepaids to help keep more cash in a buyer’s pocket.

Once buyers can see everything laid out, it may help to assuage fears. A good way to put this is, “You don’t live in an interest rate, you live in a home.”

The more the buyer is educated about the inventory, the process they are about to embark on from making an offer, moving through the transaction, as well as the mortgage process, the more comfortable they will be about potential bumps in the road. They need to be coached to expect challenges and problems along the way but also know that there are solutions to move through most anything that comes up.

Cara Ameer is a broker associate and global luxury agent with Coldwell Banker Vanguard Realty in Ponte Vedra Beach, Florida. You can follow her on Facebook or Twitter .

That's such a turnoff! 7 major marketing mistakes agents make | Inman

Mon, 20 Mar 2023 12:31:34 GMT

Your marketing should be strategic, purposeful and professional. Here are some major marketing turnoffs that you should avoid

by Laura Viñalet Today 9:52 A.M.

In March’s Marketing and Branding Month , we’ll go deep on agent branding and best practices for spending with Zillow, Realtor.com and more. Top CMOs of leading firms drop by to share their newest tactics, too. And to top off this theme month, Inman is debuting a brand new set of awards for branding and marketing leaders in the industry called Marketing All-Stars.

As a real estate professional looking to stay ahead of the competition, solid marketing tactics are your lifeblood. In contrast, bad marketing is, at best, a mild client repellant.

As if I had planned it, I received an abysmal postcard mid-writing this article from a local real estate agent. With over six fonts

used, a missing hierarchy of text sizes, capital letters used throughout, mixed messaging, and an array of random colors used, I immediately thought this postcard single-handedly proved the need for this article.

Marketing that repulses the intended audience is much worse than marketing with no redeeming qualities. Although you should engage in marketing, it should be strategic, purposeful and professional. Here are seven major marketing turnoffs that you should avoid.

Turn-off 1: Listings that lack quality photos or 3D virtual tours

Yes, you heard me, 3D virtual tours . What once was a luxury is now a must-have. Buyers don’t have the time to waste, and that’s perfect because neither do you. A 3D tour allows potential buyers to virtually explore a property without needing an in-person showing. The old adage stands true: Time is money.

There is no need to physically tour every property once the technology effectively qualifies the buyer. Give access to buyers by providing as much visual information as possible, including high-quality photography, 3D virtual tours, floorplans, and even a cellphone-recorded tour posted by you on YouTube .

Nothing has buyers passing on a potential home faster than bad images. In the previous market, homes sold before being photographed, but that excuse won’t fly today. Don’t rely on only a few photos or unprofessional pics shot on your phone.

Ensure your phone rings by giving buyers quality photos, a 3D tour, a recorded walkthrough, and even a floor plan when possible. After all, a good picture is worth a thousand words.

Turn-off 2: A poorly written listing description that lacks details

Suppose you are like most agents; then sitting down to write a listing description is the equivalent of writing a two-page, single-spaced report on the sleeping patterns of the green-tortoise beetle. Instead of staring at a blank screen, you make the mistake of writing a few sentences in capital letters using an overabundance of exclamation marks.

After all, getting the home in the MLS as fast as possible will produce better results, right? Wrong. Homebuyers don’t want to waste time visiting a home they aren’t at least 80 percent sure will work for them. An illustrative home description helps buyers fill the gaps in the visuals provided.

A compelling and informative home listing description can heavily influence a buyer’s decision to tour a property, driving demand that ultimately results in a faster sale for a higher dollar amount. A good listing description tells a story, highlights unique features, and includes a call to action.

Turn-off 3: Always selling, never being authentic

Real estate agents must understand that always being in selling mode can be a turn-off for homebuyers and sellers. In today’s world, where authenticity rules the day, real estate agents who are not will appear insincere and pushy. Agents should build relationships with their audience by providing valuable, original content that offers value and solves problems.

By taking a more organic approach, you can establish yourself as a trusted expert and gain the trust of potential clients. Once this trust has been established, targeted selling can be much more effective, leading to higher commissions and more successful transactions. Discussing your latest birding escapades will attract more leads than shouting about your new listing.

Turn off 4: Ignoring online reviews

Nothing says I don’t care, like ignoring positive and negative reviews . Positive reviews can enhance a real estate agent’s credibility and trustworthiness, especially when answered. Show clients that care enough to leave a positive review about how nice it was to work with them and thank them sincerely for their words. This shows you are listening, thankful and available.

Online reviews can significantly impact your reputation and, ultimately, your business as they are increasingly becoming an influential factor in the decision-making processes for potential clients (notably, millennials and Gen-Z). Potential clients will likely move on if they stumble upon that unanswered negative review, not worth the risk.

Agents who answer a negative review within 24 hours of receiving it demonstrate that they are available and ready to help customers, even those who aren’t satisfied. Potential clients want to know that you will be readily available to help them; show them by always responding to reviews .

Turn-off 5: Using social media as a billboard

Besides sending me an abysmal postcard that nearly caused my eyes to bleed, one of the worst marketing offenses is using social media like an interstate billboard. Real estate agents often use social media to showcase their properties and services.

Here is the big secret: It doesn’t work.

First, social media is supposed to make it easier to engage with people, not shamelessly advertise. Social media users want to avoid being inundated with advertisements and promotional content, particularly if they may not actively seek real estate services when they encounter these posts.

No matter the platform, you will be penalized for this; their job is to ensure all users are delighted by the content they see, otherwise, they’ll get bored with the platform. If they get any sign that you are pushing out spammy posts, they’ll take your posts out of circulation, and you’ll be left shouting alone.

Instead of turning off your prospects, engage with them. Social media users are more likely to engage with informative, entertaining or emotionally compelling content. Therefore, focus on creating valuable and engaging content that can capture your prospect’s attention and provide them with helpful information rather than simply promoting listings. Don’t be afraid to share personal stories, but just keep it professional.

Turn-off 6: Cold calling over TikTok

Real estate agents are extremely busy. I sympathize. I do. However, if you tell me you’ve got time to make two-hours worth of cold calls, you have time for TikTok . Did you know that TikTok has become a popular platform for real estate agents to showcase their properties? Compared to cold calling, TikTok reigns supreme .

Agents using TikTok can create engaging video content that is easily shareable and can use it to showcase a property’s unique features and even a virtual tour to help buyers get a better understanding. TikTok’s solid algorithm enables you to reach a much larger audience than you can on the phone.

The algorithm is designed to promote relevant and engaging content, making it much easier for agents to reach potential buyers interested in properties. TikTok isn’t only valid for buyers in the market but also for sellers, which provides insights to sellers and builds credibility before they decide to list their homes.

Agents should leverage the phone. But time is a scarce resource, and if TikTok is going to generate more leads and your target audience is there, save time on cold calls. If your audience is older, cold calls might rule the day.

Turn-off 7: Unprofessional marketing materials

Here is one that necessitates no explanation. A poorly designed postcard, email, listing brochure or any marketing material is the equivalent of wearing shorts and flip-flops to a black-tie event. Any marketing you produce reflects your brand; a poorly designed flyer, brochure or website will give the impression that you need to be more serious about your job. It will reflect badly on the agent’s expertise, professionalism and commitment level.

The only message unprofessional marketing pieces send is: “Stay away.” If you use amateur-looking materials to promote a home, expect lower offers and fewer people through the door. Because I’m on a role with proverbs, let’s throw in you get what you pay for.

Professional marketing materials effectively communicate your message, increase the property’s value and generate considerable interest among your prospects.

Show your potential clients you are committed, and as a bonus, outshine your competition.

Bad marketing can repel potential clients. I’ve outlined the top seven turn-offs that are a problem for real estate professionals. As an agent, be careful that your marketing always works for you and not against you. By avoiding these blunders, you can establish yourself as a trusted expert, build relationships with potential clients, and drive demand.

Laura Viñalet is the CEO of Keenability , a marketing agency specializing in lifestyle marketing that targets the affluent buyer. Follow her on Facebook or Twitter .

Is anyone ever 'right'? The perils of predicting housing markets in 2023 | Inman

Sun, 12 Mar 2023 21:09:49 GMT

Real estate decision-makers gathered in Palm Springs to plot the future of the industry at Inman Disconnect. It's a tall task, several leaders proclaimed, including Vanessa Bergmark of Red Oak

by Daniel Houston Today 6:33 A.M.

Mortgage rates back below 6 percent. Slow home sales gaining steam once again. Real estate brokerages and tech companies operating with leaner staff — and healthier margins.

Several of these seem like safe assumptions for the next nine months, according to some of the speakers this week at the Disconnect real estate gathering in Palm Springs, California.

But as industry professionals have have to relearn the hard way over the past three years, even the safest assumption can be upended by an unexpected turn in the market.

“What I love so much about [the] COVID[-19 era] is the permission to be incredibly wrong and still survive, and not to be held to judgment,” CEO Vanessa Bergmark of Red Oak Realty said. “Ever since 2020 … I stopped doing predictions. Unapologetically, it was like, no more.”

That said, decision-makers throughout the industry are still having to make decisions based on where the market has been, and where they think it may be headed in the months to come.

Mortgage rates more than doubled last year from their all-time lows in 2021, a change that amounted to a “seismic shift” in the market for investors, according to Jon Hong of Fifth Wall Ventures, a venture capital group that invests heavily in the proptech space.

And shifts like these can completely disrupt the way investors and business leaders make decisions, he said.

For the last two years, capital was so cheap that investors sought out companies that were able to bleed cash in the short run in an effort to scale quickly and gain market share, Hong said.

Today, interest rates are much higher. That newfound scarcity of capital is driving investors to value operations that are already profitable, or are on a clear path to profitability, he said.

“There will be companies that obviously don’t make it, but the ones that do, hopefully we’ll find and invest and support them along the way,” Hong said. “Competition will be less. Cost of capital is higher. There will be some sort of disruption.”

Some of that disruption could come in the form of bringing new home inventory to market.

It’s early, but Jeff Meyers, CEO of the homebuilder data provider Zonda, said builders have already begun to see a turnaround in the early weeks of 2023 that almost seems, to them, too good to be true.

Regardless of whether this recent trend holds, Meyers said that he expects builders will have a big role in replenishing the market with inventory — especially as more Americans with low-rate mortgages are loath to move in the coming years.

“We believe new-home will be a large percentage [of inventory] over the next five years, just because so many households in America are on these low, low fixed-rate mortgages,” Meyers said. “And homebuilding is a great solution.”

Bergmark, who by her own admission is shying away from predictions these days, says she does have a few general expectations for the next nine months.

Home sales will likely rebound at some point between now and the end of the year, she figures. And brokerages that have been putting off firings and layoffs may use the current down market as an opportunity to get leaner.

But it’s still not worth being overconfident about what the months ahead will look like, she cautioned.

“The beauty of it is, some of us are going to die, some of us are going to evolve, and no one is right — ever,” Bergmark said.