Saturday, July 13, 2024

market shift

    What a weird time to be in the real estate industry. Whether you consider yourself a specialist or you’ll take on any client, nobody seems to know if we’re heading into a buyers’ market or not. At the very least, the experts seem to loathe to take a guess.

    In July of this year, Emily Peck at axios.com declared that “Homebuyers retake the upper hand.” By the end of October, the media appeared to be as confused as our clients when Robin Rothstein at forbes.com asked the now very popular question, “Will Prices Drop?”

    The elephant in the room is inflation and, as a result, rising interest rates. Buyers are feeling the pain, evidenced by mortgage applications being “… at their lowest level in 22 years,” Rothstein says, citing the Mortgage Bankers Association (MBA).

    How can an agent prepare for the new year when we’re uncertain? Should you shoot arrows out in all directions and see what you hit?

    There is a major gap between what buyers and sellers expect in 2023

    A recent Zillow Group, Inc. survey of real estate agents finds that homebuyers are expecting prices to significantly drop. Zillow, however, says that won’t necessarily be the case: “Zillow research finds a rapid drop in prices is unlikely.”

    Other prognosticators, however, have opposite opinions:

    • The experts at Morgan Stanley say that “… home prices will fall 7 percent, from the peak of pricing in June 2022 to December 2023,” according to the New York Times.
    • Moody’s Analytics extends its forecast into summer 2024, predicting a 10% drop during that time period. If we experience a recession, bump that percentage up 10 points.
    • “Economists at Goldman Sachs expect home prices to decline by around 5% to 10% from the peak hit in June,” claims Anna Bahnay at cnn.com.

    As you can see from this short sample of opinions, nobody knows what will happen with home prices in the new year. If you have a fence-sitting buyer, you may want to ask them if they’re willing to gamble that prices and/or mortgage rates will fall dramatically?

    A 2023 Calendar is shown above. See more HERE.

    What if right now really is the best time to buy a home?

    Sellers, on the other hand, seem to be living in la-la land, according to the Zillow agent survey. “… sellers continue to expect bidding wars, offers above asking price, and quick sales, despite the cooling market.”

    In fact, 81% of agents surveyed say their selling clients expect multiple offers on their homes, while 79% say their clients swear their homes will sell for more than market value, with an equal share saying their clients expect a quick sale. 

    Most troubling is that 74% refuse to lower the price of the home. Which, by the way, flies in the face of reality. Nearly 30% of sellers have had to cut their home’s list price.

    One can’t blame them for their delusion, really. There are so many distractions in the news, competing for our attention, that real estate news most likely takes a back seat. As an agent, your job is to educate consumers, so blog it, Tweet it, and post it on Facebook.

    In fact, here’s a little tidbit from the survey that you may want to share with unrealistic home sellers:

    “Competitively priced listings are going under contract in 19 days nationwide, 10 days faster than before the pandemic, while other homes are lingering on the market a median of 54 days.”

    Veteran agents will most likely sail right through this transition. New agents should concentrate on communicating with and educating clients.


    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 all of 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

    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 following are several housing market headlines from the past few weeks,

      “Is the US Housing Market Headed for a Crash?”

      “Will US House Prices Go Down this Year?”

      “This Might be a Housing Bubble.” 

      “Yes, this is likely the worst housing market ever for first-time buyers. But it still may be a good time to buy a home (really)”

      Is it any wonder that American real estate consumers are confused? Even some who work in the industry (especially new real estate agents) are a bit befuddled, not knowing which way to point their marketing dollars.

      Calm and focused are qualities to hang on to with all your might during these times of uncertainty.

      This is your wheelhouse 

      Many people equate being calm in the face of adversity to being fearless. The difference between the two is that “… you can’t control your fear response. Remaining calm, however, is the choice to respond a certain way despite the fear,” according to Tanner Christensen at creativesomething.net.

      And, frankly, this is something you have experience doing. Consider this, you decided to join the ranks of an industry that offers little certainty when it comes to getting paid. That, my friend, is the perfect display of a calm, focused individual if you ask me.

      That’s a memory worth hanging on to and bringing to mind when you need a boost in confidence during these crazy market headlines and industry predictions.


      The Looking For Listings Scheduled Campaign is shown above. To see more, Click Here.

      Learn more about the stuff you should know

      Becoming somewhat of an expert in the various aspects of your business will do wonders for your psyche, as well. When you’re confident in your answers to questions and solutions to problems, the unshakable factor is built-in.

      So, what do you need to expand your knowledge about? Here are a few ideas to get you started.

      Marketing: A combination of online and offline marketing is an amazing strategy. They require, however, different approaches and may have different audiences.

      Drill down to the basics, such as choosing to understand why so many agents are spending their marketing dollars on direct mail marketing as well as, choosing to automate their marketing. Once that’s mastered and direct mail marketing campaigns are in place, move on to the next marketing strategy.

      Finance: Don’t count on your clients’ lenders to teach them about mortgages. Learn or brush up on, different forms of financing a home and what the various GSEs offer. Get to the point where you can explain the mortgage process, start to finish, in just a few minutes.

      Construction basics: A NAR study finds that 60% of buyers want their real estate agent to be able to point out possible problems with a home.

      To become that agent, learn all you can about construction regulations in your area. What permits are required for various improvements? If septic systems and wells are common in your market, get to know everything you can about them.

      Much of the research can be done online. Just ensure that the source is credible.


      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 when. Four key market segments are included, 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 all of these boxes, but it is 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

      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