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Friday, December 5, 2025

Lisa Gray

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Lisa is an accomplished marketer with years of expertise in direct response marketing, digital marketing, data analytics and business development working with both B2C and B2B.

    Some call the current housing market a “correction,” while others describe it as “in transition.” The truth is, none of us know for sure what’s coming. 

    We know today’s real estate market is nothing like what we’ve become accustomed to. If you’re the adventurous type, this is an exciting time.

    To help you weather the current market, let’s unpack the various forecasts floating around online and try to make some sense of them. 

    Concessions, concessions everywhere

    When was the last time you saw an offer to purchase replete with buyer concessions? It’s pretty much unknown to new agents who’ve joined the industry in the past couple of years. Today, however, rate buydown requests, money for repairs, help with closing costs, etc., are making a comeback, according to research by Redfin.

    “Home sellers gave concessions to buyers in 41.9% of home sales in the fourth quarter … That’s up from just over 30% in both the previous quarter and the fourth quarter of 2021,” claim Lily Katz and Taylor Marr at Redfin.com.

    In 2022, San Diego saw concessions included in 73% of home sales, while 62.9% of Phoenix contracts contained concessions.

    The Real Estate Times Campaign is shown above. To see more, Click HERE.

    Will rates quit their upward trajectory?

    Experts are all over the place on this one. Greg McBride, Bankrate’s chief financial analyst, says that rates for a 30-year mortgage will sit at 5.25% by the end of 2023.

    Between now and then, our survey of various experts shows:

    • “Fannie Mae sees the average rate of a 30-year fixed getting to 6.8% in 2023,” claims Kevin Graham at Rocket Mortgage.
    • Freddie Mac is predicting the 30-year rate will be 6.4%. 
    • Bob Broeksmit, the Mortgage Bankers Association’s president, projects a 5.2% 30-year rate by the end of this year. (HousingWire.com)

    As you can see, the experts are all over the map when it comes to predicting future mortgage rates. To get a better feel for what to expect in the spring real estate market, the pros with Motley Fool urge us to keep an eye on the March Fed meeting (March 21 and 22, 2023).

    Will there be buyers?

    The ShowingTime Showing Index®, at the time of this writing, reports that home showings fell by more than 30% nationwide. This drop is due, in large part, to the typical winter slowdown, so it’s not as scary as it appears on the surface.

    According to a survey at NBC.com, more than half of homebuyer respondents say that the economy is causing them to reconsider buying a home. The good news is that nearly 1/3 of respondents replied that they are still considering buying.

    If the Fed plays nice, we may just have a decent spring real estate market. Keep in touch with your sphere and farm, and you’ll be way ahead of the game.

    PLUS: When you have time…below are some marketing tools to help support your success.

    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

    Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


    2. The Free 12-Month Done-For-You Strategic Marketing Plan

    The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The BusinessBase, SOI building system

    The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

    4. The Free Interactive Real Estate Business Plan

    The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

    5. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

      There really is nothing quite like that “high” agents get while walking away from a home with a signed listing agreement. No matter how often it happens, I highly doubt any agent becomes jaded.

      The only problem is getting the home sold in a rapidly changing market. This is especially true of agents who were uber-busy during the hot sellers’ market. There was often not enough time to put a marketing plan to work before selling the home.

      It’s different now, as you know, and ever-changing. Depending on your local market, you may need to pull out that marketing plan, dust it off and beef it up.

      Let’s look at some of the basics you may need to spiff up to ensure your listings sell this year.

      The Looking For Listings Series is shown above. To see more, Click HERE.

      Getting the price right

      Pricing the home appropriately for the market may be a listing agent’s most challenging task right now. It’s not impossible, but the job is certainly unlike the one you’ve become accustomed to. 

      First, you may run up against a lack of available sales data. “A declining market will likely exhibit very little sales activity,” suggests the Appraisal Institute’s Guide.

      The writers go on to offer two solutions to help determine the home’s current market value:

      “1. Expand the geographic area for comp search, then adjust for location as appropriate and/or

      2. Use less recent sales, then adjust for market conditions as appropriate.”

      A lot of your calculations will depend on how much competition there is in surrounding areas. Get to know all you can about those homes and their prices. If there’s a lot of competition, “Start by pricing below the competition,” suggests Neal Templin at Rate.com.

      “If that doesn’t work and you need to adjust the price after a month or two, lower it by enough to attract a new group of buyers. It’s brutal. But you’re likely to end up with more money by getting out in front of a falling market rather than chasing it,” he concludes.

      Naturally, you want to get the highest price you can for your client in a changing market. Remind your client that speed is important right now because the market will most likely not be getting better in the near future.

      The listing description and photos

      The agent’s online listing description is many buyers’ first introduction to homes for sale. 

      “This one won’t last!” is no longer an appropriate or truthful listing description headline. Because buyers are keeping a close watch on the real estate market now, they know that the home may last much longer than the seller hopes.

      Skip the hyperbole and use that valuable real estate to talk up the features of the home, the lifestyle it offers, and the neighborhood.

      If you photograph your own listings, consider hiring a pro for any home you feel may be challenging to sell. Professionally photographed homes sell quicker and for more money, according to a Redfin survey taken a few years ago.

      Yes, the market may be challenging to get a handle on right now. But if you are taking listings, focus on the basics, such as appropriately pricing the home and nailing your best marketing tool, the MLS listing description, and photos.

      PLUS: When you have time…below are some marketing tools to help support your success.

      1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

      Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

      Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


      2. The Free 12-Month Done-For-You Strategic Marketing Plan

      The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

      3. The BusinessBase, SOI building system

      The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

      4. The Free Interactive Real Estate Business Plan

      The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

      5. The Become a Listing Legend Free eBook 

      This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

      Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

        Think back to the days before you got involved in the real estate industry. Did you truly understand the workings of the housing market? 

        Sure, there are the economic geniuses among us, but many, many agents come from careers far removed from that. It’s safe to say that the teachers-turned-real-estate agents didn’t have the time or energy to pay attention to the real estate market.

        Congratulations! You’ve just put yourself in the typical homebuyer’s and seller’s shoes.

        Imagine how they’re feeling right now, and you can understand why “housing market bubble” has been a highly-searched term on Google.com in recent months.

        This is despite agents across the country doing their best to let folks know that the odds that we’re facing another burst real estate bubble are slim to none.

        If you have clients who have decided to watch the market instead of getting in it to sell their homes, you have some convincing to do.

        As we all know, if they hope to sell for a reasonable price, the time to jump into the market is right now.

        The Fence Sitter Campaign is shown above. To learn more bout this series, Click Here.

        If I were you

        I’m not. But if I were, I’d send a postcard to every potential home seller in my CRM.

        It would be simple yet effective.

        Perhaps the front of the card would say, over a lovely real estate-ish graphic, something along the lines of:

        “Home prices continue to climb”

        Under that headline, I would place this recent quote from Devon Thorsby at US News and World Report:

        “Home prices are down month-over-month but still up year-over-year annually.”

        Additional salient points to make, space permitting, of course, include:

        • Ignore month-to-month figures. As Thorsby says, “… month-to-month data is more volatile and does not signal a drastic shift in the market on its own.”
        • Home price growth is slowing, but it’s a sign of current economic conditions (higher mortgage rates, inflation, etc.), not a housing bubble.
        • The national median home sale price in November “… is 3.5% higher than the same month the year before. This represents “… the 129th consecutive month of a year-over-year increase in the median home price, the longest-running streak of increasing year-over-year prices, per NAR data.” According to Thorsby.
        • Finally, Realtor.com’s economists claim that the median list price nationwide was $416,000. This represents an 11% increase compared to the same month last year.

        Express the urgency of listing sooner rather than later. Few economists expect the price growth to last, so getting the home on the market now gives your clients the advantage of getting the most money possible for the foreseeable future.

        And this good news comes just in time for these folks to take advantage of the spring market. 

        Reach out if you need help with your postcard campaign. We are happy to help.

        PLUS: When you have time…below are some marketing tools to help support your success.

        1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

        Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

        Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


        2. The Free 12-Month Done-For-You Strategic Marketing Plan

        The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

        3. The BusinessBase, SOI building system

        The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

        4. The Free Interactive Real Estate Business Plan

        The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

        5. The Become a Listing Legend Free eBook 

        This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

        Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

          We’re big proponents of real estate farming. Whether it’s circle geographic farming, niche farming, or something else, we repeatedly hear stories about the hefty benefits of this marketing method.

          While researching different real estate farming niches, we came across one that we found especially brilliant: long-time homeowners in good school districts.

          The advantages of this niche real estate farm

          Homes located in a “good school district” increase in “value over time,” according to Jamie Johnson at QuickenLoans.com. This is especially important to a homeowner who needs to sell during a market in decline.

          About 31% of homebuyers surveyed by the National Association of REALTORS® for the 2022 Home Buyers and Sellers Generational Trends Report have at least one child under the age of 18.

          The study also found that 23% of the buyers surveyed said that the quality of the school district was a factor that influenced their choice of neighborhoods.

          When broken down by age, 41% of homebuyers aged 32 to 41 expressed the importance of buying in a higher-quality school district.

          The higher demand for homes in a well-respected school district also means the home for sale may remain on the market for less time than other homes. Which homeowner and listing agent doesn’t want a quick sale for a decent price?

          The Empty Nest Series is shown above. To see more designs, Click Here.

          The kids grow up, eventually

          When they do, they will (hopefully) strike out on their own. Mom, Dad, and an empty nest are what they leave in their wake.

          Once you’ve chosen a school district to focus on for your farm, you’ll need to narrow down your “audience.” Start by using the median tenure of homeowners. Nationwide, it’s 13.2 years.

          Coincidentally, that’s just about the same amount of time that it takes for a child to progress from kindergarten through high school graduation.

          Homeowners with a 10-year or longer tenure should be among your target audience.

          How is the sales activity in the prospective farm area?

          Known as the turnover rate, this is an important metric when choosing a geographic farm area. 

          Take the number of homes sold in the past 12 months and divide that number by the number of homes in the prospective farm area. Multiply the result by 100.

          “You typically want to see a 5% turnover rate or higher,” according to the experts at Realtors Property Resource®.

          The next step

          If the number of homes left is too large for your liking, weed out smaller homes and concentrate on those with square footage large enough to make these empty nesters want to downsize.

          Now that you have your farm area nailed down, it’s time to get a prospect list. We would love to help you with that. to get started quickly and easily creating your prospect list using the Demographic Search Tool, Click Here.

          Empty nesters in large homes within highly-rated school districts are a micro-niche that, if approached right, can be quite lucrative. And just in time for the spring market!

          PLUS: When you have time…below are some marketing tools to help support your success.

          1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

          Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

          Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


          2. The Free 12-Month Done-For-You Strategic Marketing Plan

          The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

          3. The BusinessBase, SOI building system

          The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

          4. The Free Interactive Real Estate Business Plan

          The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

          5. The Become a Listing Legend Free eBook 

          This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

          Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

            As a real estate agent, establishing a strong rapport with clients and potential clients is key to building a successful career. Rapport is all about creating a sense of trust, understanding, and connection, which can ultimately lead to successful, long-term relationships. 

            Today we dive into some practical tips on how to build rapport with real estate clients.

            Active Listening

            “Active listening is a communication skill that involves going beyond simply hearing the words that another person speaks but also seeking to understand the meaning and intent behind them,” according to Arlin Cuncic, MA at verywellmind.com.

            In other words, avoid thinking about your next appointment during the current one. Cuncic goes on to give some additional tips to help you listen actively:

            • “Being fully present in the conversation.” Give every bit of your attention to the person speaking.
            • Maintain eye contact
            • Show the speaker you were listening by paraphrasing what was said.

            The Join the Market Series of postcards is shown above. To see more, Click Here.

            Show Empathy

            Empathy goes a long way in establishing rapport with clients. Put yourself in their shoes and try to understand their perspective. 

            Buying or selling a home can be a significant emotional experience, and acknowledging and validating their feelings can help create a bond. 

            Offer support, reassurance, and a compassionate ear when needed. By showing empathy, you build trust and let clients know that you genuinely care about their well-being.

            Tailor Communication Styles

            Everyone has a unique communication style. Adapt to your client’s preferences and mirror their communication styles to establish a comfortable rapport. 

            Some clients may prefer a more formal approach, while others might appreciate a more casual and friendly conversation. Pay attention to their tone, pace, and word choice, and adjust your communication accordingly. 

            Be the Agent they can Count On

            Timeliness and reliability are critical factors in building rapport. Few things in the business world are more frustrating than someone who doesn’t promptly respond to phone calls, emails, and messages.

            Keep your clients informed throughout the buying or selling process, providing regular updates and addressing any concerns promptly. 

            By being responsive and reliable, you instill confidence in your clients, reassuring them that their needs are a top priority.

            Building rapport with clients and potential clients is an essential skill for real estate agents. Thankfully, it’s one that can be developed over time.

            When you have time…below are some marketing tools to help support your success.

            1. Put Your Real Estate Business a Step Above with Your Own Branded Magazin

            Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct, response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here

            2. The Free 6-Month Done-For-You Real Estate Marketing Planner

            The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

            3. The Free Online Real Estate Business Plan

            The Real Estate Business Plan allows you to enter your business goals for the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your financial goals.   – Click Here

            4. The Become a Listing Legend Free eBook 

            This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

            Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

              Maybe it’s because Black Friday, Small Business Saturday, and Cyber Monday all happen so close together that shoppers believe that winter, in its entirety, is bargain-shopping time. Even for real estate.

              The media doesn’t help when every year we read stories of how much more money a homebuyer saves when buying in winter than at any other time of the year.

              If you have clients willing to transact at this time of year, bravo! If you have folks who are fence-sitting, trying to time the market, or otherwise hesitant to jump in, educate them on just how brilliant selling in winter can be.

              As a new agent, however, you may find yourself in negotiations with bargain-hunting buyers. If this is a new situation for you, read on to figure out how to deal with it.

              Let’s make a deal!

              So, how should you react when you, as a representative of the seller, receive a ridiculously low offer on their home? 

              The appropriate response depends on several things, chief among them is the type of market we’re in at the time. 

              Right now, we’re in a weird transitional market. This means depending on the state of the market in your region, your client may or may not still be in the driver’s seat. 

              First, get a handle on what’s happening in your market. Read local news stories, and listen to other agents’ conversations at the sales meetings and in the office. 

              The Shifting Market Series is shown above. To see more designs, Click Here.

              Here are some of your client’s options:

              • Entertain the lowball offer by remaining firm on the price. In other words, counter the buyer’s offer by stating that you want full price. This one is more appropriate in a hot sellers’ market.
              • If your clients really need to sell the home sooner rather than later and offers are few, counter the offer by lowering the price by a small amount and let the negotiations begin.
              • Ignore the offer. If offers are few and far between, this may not be a suitable option. Still, this option should be included when counseling your client.
              • If the buyer is requesting concessions, consider granting them or some watered-down form of them (again, according to market conditions). In case you haven’t heard, “Buyers received concessions—such as money for repairs and mortgage-rate buydowns—in a record 42% of home sales in the fourth quarter,” according to Lily Katz and Taylor Marr at Redfin.com.
              • Accept the offer.

              Other ways to counter an offer to purchase include countering the contract terms. 

              But, before you present any of the aforementioned responses, and depending on how long the home has been on the market, you may want to run a new check of recently sold homes to ensure that the market value hasn’t changed since the home was listed.

              PLUS: When you have time…below are some marketing tools to help support your success.

              1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

              Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

              Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


              2. The Free 12-Month Done-For-You Strategic Marketing Plan

              The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

              3. The BusinessBase, SOI building system

              The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

              4. The Free Interactive Real Estate Business Plan

              The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

              5. The Become a Listing Legend Free eBook 

              This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

              Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

                Home sellers, so used to being in the real estate market’s driver’s seat, have no idea that they may soon be riding shotgun instead. The days of multiple offers for a home that sold overnight and for well over the asking price are dwindling.

                This doesn’t stop the runaway enthusiasm they’ll feel when Joe down the street lets them know about the crazy high price he got for his home. Neighbor Joe failed to remind these sellers, however, that his home sold months ago when prices and demand were still high.

                Now, this isn’t to say that the market is full of nothing but doom and gloom for home sellers. In fact, there’s an urgency in the air for homeowners who truly need to sell to get their homes listed before the market is full of doom and gloom.

                The good news for listing agents and their clients

                “Home prices will continue to rise, but at a slower pace,” according to Realtor.com’s 2023 Housing Forecast. With the recent barrage of negative media reports about the housing market, you at least have this silver lining to offer your listing clients.

                Here’s an example, and although it’s hyper-local to Minnesota’s Twin Cities, it’s an apt anecdote to pass on to your clients.

                Both the number of listings and the number of sales in the Twin Cities have declined. In fact, pending sales in November were the lowest in more than a decade, according to Jim Buchta at StarTribune.com. 

                Interestingly, home prices there continue to rise (the median sales price in November was 4.1% higher than this time last year), and homes are selling quickly.

                To add even more silver to the lining that nobody seems to be noticing is that Freddie Mac tells us that “… the average 30-year fixed-rate mortgage declined again to 6.31%,” Buchta says.

                The Real Estate Times Campaign is shown above. To see more, Click Here.

                More misconceptions

                A recent Zillow survey of real estate agents finds that home sellers are still operating under the assumption that they will receive more than their list price, entertain multiple offers and enjoy a quick sale. 

                They also don’t anticipate the possibility of having to eventually cut their list price to get the home sold.

                Although Zillow’s “… research finds a rapid drop in home values is unlikely,” the analysts there also predict that prices will pretty much flatten throughout 2023. By the end of next summer, prices will have increased by only 1.3%. 

                Additional rises in interest rates should also serve as a caution to any of your listing clients who are sitting on the fence. Urge them to put their home on the market now.

                Keeping your clients and potential clients up-to-date on market conditions is critical in a changing market. Providing the information against a backdrop of what it means to them personally is immensely valuable.

                PLUS: When you have time…below are some marketing tools to help support your success.

                1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

                Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

                Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


                2. The Free 12-Month Done-For-You Strategic Marketing Plan

                The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

                3. The BusinessBase, SOI building system

                The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

                4. The Free Interactive Real Estate Business Plan

                The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

                5. The Become a Listing Legend Free eBook 

                This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

                Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

                  It’s crazy how many blog posts nowadays seem like they were written by the same person. Have you noticed that?

                  They contain the same stilted language, the same lack of real substance, the same repetitiveness and they reveal a similar lack of knowledge about the real estate industry.

                  Welcome to free content via ChatGPT. 

                  If, on the other hand, you are still writing your own content, good for you. Not only will yours stand out more than the robot-written stuff but it will be immensely more sharable.

                  Overcoming writer’s block

                  Believe me, I am quite familiar with those dreaded days when I just couldn’t come up with a topic. One way around that is to swipe from someone else. No, I’m not advocating plagiarism. Never.

                  But what I do recommend is that you read other blogs to get ideas for topics that you can then make your own.

                  Start by visiting Zillow.com. Why?

                  Consider the amount of research the company does when coming up with blog topics and keywords. They’ll check the amount of traffic they can expect for those keywords and choose the highest ranking to assign to a writer.

                  Take advantage of their hard work and write your own blog posts on these topics. Make it longer, meatier, and more engaging and you’ll have yourself a winning strategy!

                  Oh, and by the way, don’t stop with Zillow’s blog. Any large real estate related corporation that posts a blog will have swipe-worthy topics.

                  The Real Estate Times Series is shown above. To learn more, Click Here.

                  Using book reviews

                  Now you need to head over to Amazon.com. Head to the books section and search for books on buying and selling homes. Pick out the books with low ratings and read the reviews. 

                  It’s amazing the information that people are craving and not getting from these books. Let’s take a look at a few snippets from Amazon reviews of real estate books. This first is a review of a book for FSBOs:

                  “Most of the content is either basic common sense or so lightly covered that it is of no real value. I thought I might gain some real insights into things like effective pricing strategies, marketing, or how to best leverage the digital tools and platforms available today.”

                  Bingo! Take a look at the bolded words, above. Those are some amazing topics.

                  Let’s take a look at another review.

                  “There should have been more content such as, what is the 28/36 rule, and should you follow it? What is a jumbo loan? or How should you think about HOA fees?”

                  Again, some excellent blog topics.

                  This last review is more of a cautionary tale for the agent when composing content.

                  “The authors have decades of marketing and real estate experience, but it doesn’t feel like they have worked with first-time homebuyer clients recently. Like the ivory tower professor, the author’s long years of experience away from the trenches causes them to focus on a different set of details and concerns than what you might care for.”

                  In other words, be very, very basic in your vocabulary, grammar, and in your explanations of topics. These may come second nature to you because you deal with them daily. But the average real estate consumer needs a beginner’s walk-through.

                  Remember your audience and their concerns and your blog posts will be amazing!

                  When you have time…below are some marketing tools to help support your success.

                  1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

                  Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct, response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here

                  2. The Free 6-Month Done-For-You Strategic Marketing Plan

                  The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

                  3. The Free Interactive 6-Month Real Estate Business Review

                  The Free Interactive 6-Month Real Estate Business Review allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals.   – Click Here

                  4. The Become a Listing Legend Free eBook 

                  This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

                  Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

                    As the housing market evolves, the pool of first-time homebuyers continues to grow, driven by millennials and Gen Z renters eager to secure their piece of the American dream.

                    For real estate agents, 2025 presents a prime opportunity to guide these renters into homeownership.

                    But how do you capture their attention and establish yourself as their go-to resource?

                    Guide them step by step

                    Start by addressing their biggest concerns – affordability and understanding the process. Many first-time buyers hesitate because they feel overwhelmed by financing and down payment requirements.

                    Offer educational content such as webinars, blog posts, and social media tips on budgeting, mortgage options, and down payment assistance programs.

                    The more you simplify the process, the more confidence you instill.

                    The First Time Buyer Series is shown above. To see more, Click Here.

                    Connect with them where it matters

                    Leverage social media platforms like Instagram and TikTok, where younger audiences are highly engaged. Post short videos explaining homebuying steps, share client testimonials, and provide market insights tailored to first-time buyers.

                    Authenticity and relatability go a long way in building trust.

                    Networking with local apartment complexes can also open doors. Many renters express interest in buying but lack connections to real estate professionals.

                    Partnering with property managers to host informational events can position you as a trusted advisor when renters are ready to leap.

                    Showcase the advantages

                    Finally, highlight the long-term benefits of homeownership, such as equity growth and stability. Frame the transition from renting to buying as a smart financial move rather than just an emotional decision.

                    By providing value, education, and consistent engagement, you’ll attract first-time homebuyers and build relationships that lead to referrals and repeat business.

                    PLUS: When you have time…below are some marketing tools to help support your success.

                    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

                    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct, response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here

                     

                    2. The Free 2025 Q1 Real Estate Marketing Guide

                    Kickstart 2025 with our First Quarter Real Estate Marketing Guide to help you achieve your real estate business goals. Packed with tools like a goal-setting sheet, monthly insights, tailored task lists, and marketing recommendations, this free guide is your ultimate resource for success—download it today for FREE! – Click Here

                    3. The Free Interactive 6-Month Real Estate Business Plan

                    The Free Interactive 6-Month Real Estate Business Plan allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals.   – Click Here

                      Those brake lights you see up ahead? Some are from home prices, while others are from buyers and sellers, confused as all get out about what’s in store for the housing market.

                      What we do know is that home prices are decreasing, homes are remaining on the market longer than we’re used to, and mortgage rates are rising. 

                      As of this writing, the average rate for a 30-year fixed mortgage is 7.24%. We’re looking at 5.62% for a 5/1 ARM, which many buyers are pursuing right now. The current inflation rate is 7.75% (the long-term average is 3.27%).

                      So, what is in store for next year? As we all know, no economist has a crystal ball, and most are all over the place when it comes to predicting the 2023 economy and, specifically, the housing market.

                      If things have slowed down a bit in the days ticking down to the start of 2023, use this time to prepare your business as if the ‘busy season’ promises to be gangbusters. 

                      In other words, “Hope for the best, prepare for the worst.” 

                      The Get More Listings Scheduled Campaign is shown above. To learn more, Click HERE.

                      Clean up your CRM

                      Even the most robust CRM is ineffectual if it’s brimming with bad information. While fixing the problem is time-consuming, the importance of doing so can’t be overstated. Here are a few steps to consider:

                      • Get rid of any duplicate entries. There’s nothing more unprofessional and impersonal than sending duplicate information to the same recipient.
                      • Now go through the database and rid it of entries for which there is no contact information. 
                      • Pull up all contacts with whom you have a personal relationship, be it friends, family, former coworkers, etc. Have any of them had a change of address? A divorce? Automated emails to couples when they are no longer couples not only make you look out of touch but also insensitive. If you’re unsure of any contact information, reach out to them.
                      • Get rid of the wild-goose chases. This isn’t easy to do, we know. Take your time with this part of the process, studying each entry to determine how much time and effort you’ve expended and what you honestly think you’ll get out of it in the end. Any that seem like a waste of time should either be placed in a “barely breathing” category or deleted.
                      • Think about marketing campaigns for the leads in your CRM. This one, too, sounds easier than it truly is, especially if you haven’t yet completed your 2023 business plan, but it’s still doable. Remember, your SOI and ‘hot leads’ require a different approach than those folks you don’t know and/or are still on the fence about buying or selling. Once you’ve settled on the campaigns, get them scheduled so that touches are delivered consistently throughout 2023.

                      Nothing you do now is set in stone, so relax. Your CRM requires input all year, but now you will have a plan to nurture new contacts.

                      Happy 2023!

                      PLUS: When you have time…below are some marketing tools to help support your success.

                      1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

                      Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

                      Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


                      2. The Free 6-Month Done-For-You Strategic Marketing Plan

                      The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

                      3. The BusinessBase, SOI building system

                      The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

                      4. The Free Interactive Real Estate Business Plan

                      The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals.  – Click Here

                      5. The Become a Listing Legend Free eBook 

                      This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

                      Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

                      6. The Take a Listing Today Podcast

                      Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

                        THE 2023 REAL ESTATE MARKETING PLANNER IS HERE!

                        We Just Checked One Important Item Off Your 2023 TO-DO List!

                        ✅Creating a Strategic Real Estate Marketing Plan for 2023 – DONE

                        With the 2023 Real Estate Marketing Planner, you get:

                        • A Weekly breakdown of targeted real estate marketing actions to complete.
                        • A monthly calendar color-coded to match weekly action items.
                        • Weekly targeted campaign postcard suggestions with clickable links for easy ordering.
                        • Monthly holiday mail-by-dates for sending postcards standard class to save money.
                        • A monthly list of fun activities to reference when contacting your Sphere of Influence.
                        • Monthly holiday observances.
                        • Suggested Contact Manager tags for targeted mailing.

                        To download your FREE 2023 Real Estate Marketing Planner click HERE!

                        PLUS: When you have time…below are some marketing tools to help support your success.

                        1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

                        Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

                        Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


                        2. The BusinessBase, SOI building system

                        The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

                        3. The Free Interactive Real Estate Business Plan

                        The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals.  – Click Here

                        4. The Become a Listing Legend Free eBook 

                        This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

                        Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

                        5. The Take a Listing Today Podcast

                        Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

                          “Overnight success” isn’t a label typically slapped on the heavy hitters in the real estate industry. In fact, some say that, in any endeavor, overnight longing for success is a common obstacle to becoming successful. 

                          The truth is, “Behind every overnight success story is someone who worked really, really hard,” according to Gary Vaynerchuk, investor, adviser, and co-founder of VaynerMedia.

                          Vaynerchuk is a proponent of business-building as a “long game” and suggests that a long-term thinking mentality will help us achieve genuine success and happiness.

                          Let’s take a look at some of the long-term strategies that agents can and should be using to be successful during the market slowdown 

                          Reach out, over and over and over and . . .

                          It’s the real estate agent with a killer follow-up strategy that is a long-term thinker. Instead of constantly trying to drum up new business, he or she understands that the fortune is in the follow-up.

                          More important is the consistent follow-up. Not just for the first few months but for the rest of your career in real estate. 

                          Despite this being a basic tenet of sales in any industry, too many agents feel that they lack sufficient time, and they allow the nurturing of potential clients to fall to the bottom of the to-do list.

                          Those who do pay attention to it gain a competitive edge.

                          All it takes is to find out that a former client listed his home with another agent (because the former client “forgot” that you are in real estate) to understand the power of reaching out consistently to every person in your CRM.

                          The Get More Listings Scheduled Campaign is shown above. To learn more, Click HERE.

                          Leave no lead behind

                          “Internet leads suck.” You’ve heard that one before, right? That opinion stems from that same drive to obtain the instant deal.

                          Do yourself a favor and ask the champion cold caller in your office how many of her calls result in instant deals. 

                          The truth is she cold calls for leads. When she gets one, the long game begins.

                          Those online leads may be the best you’ll ever lay your hands on. These are people who are actively looking at properties online. 

                          And, because looking online for a home is the first step most take (according to NAR studies), they probably don’t have an agent.

                          Vaynerchuk advises that “… your number-one job is to tell your story to the consumer wherever they are, and preferably at the moment they are deciding to make a purchase.” 

                          You know those friends (I think we all have at least one) who pay monthly for a gym membership, never show up there and then complain that they’re out of shape?

                          They’re like the agents who have leads, don’t work them, and then complain that the leads are weak.

                          Use the downtime while the real estate market is in flux to determine how you’ll follow up with leads and how often you’ll reach out, and then set consistent reminders to do so.

                          Take the steps necessary to win the long game. “Your steps may number in the hundreds,” says actress and stand-up comedian Gayla Johnson at Backstage.com. 

                          “They may number in the thousands. But rest assured, each and every one of those steps will better prepare you for that glorious and triumphant …” overnight success.

                          PLUS: When you have time…below are some marketing tools to help support your success.

                          1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

                          Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

                          Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


                          2. The Free 6-Month Done-For-You Strategic Marketing Plan

                          The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

                          3. The BusinessBase, SOI building system

                          The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

                          4. The Free Interactive Real Estate Business Plan

                          The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals.  – Click Here

                          5. The Become a Listing Legend Free eBook 

                          This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

                          Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

                          6. The Take a Listing Today Podcast

                          Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

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