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Sunday, January 11, 2026

marketing strategies

    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

      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

            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

              “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

                On a popular website devoted to helping small businesses, an agent and “Real Estate Sales and Marketing Analyst” offers up an article that includes several examples of expired listing letters “that work.”

                Letter number two is my least favorite. It begins, “Dear Homeowner.”

                If I received that letter, I would think that if the agent couldn’t even take the time to personalize his marketing letter, how much better will he do when marketing my home?

                But the best one of the bunch is when the agent explains that he offers “clients a different, unique approach to getting their home sold despite the market conditions.”

                And, what does he offer clients that’s so “unique” and so “different?” Here it is, in a nutshell:

                • “The effective use of the internet to maximize exposure for your home”
                • a CMA
                • an MLS listing
                • a virtual tour
                • and a bunch of other stuff that every single listing agent on the planet offers.

                Then, there’s the advice on a Trulia thread from an agent who suggests agents should always visit the expired listing homeowner in person. 

                The Just Sold Follow-Up Campaign is shown above. To see more, Click HERE.

                He describes the conversation you should have right up to what he calls his “big closing question,” the “money maker.”

                He tells the homeowner that he never had a chance to visit the home while it was listed. “ … would it be okay if I had a quick peek at it right now?”

                As a homeowner, my question when he asked to look at my home would be: If you’re the neighborhood expert and a mega-agent, why didn’t you look at the home during the 90 days it was listed? 

                Should you visit the homeowner? Sure, if you want to truly cement the idea that real estate agents are a bit aggressive. 

                Thankfully, you’re different

                The one indisputable fact about expired listings, you will have a ton of competition when pursuing them. But, your competition will often approach the homeowner using ineffective advice offered by real estate gurus.

                This should make it much easier to create a positive impression for the agent who can manage to come off as human, as empathic, and professional.

                Those three qualities alone will set you apart from the agents you’ll be in competition against. So, personalize all communications with the homeowner, don’t be salesy, and come up with your unique value proposition – that “stuff” you offer or do that makes you better than most.

                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 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

                  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

                    Anyone who has been a listing agent for more than a minute understands that the number one priority for your clients (as well as yourself) is to get their homes sold for the most money possible in the least amount of time.

                    But what do they expect their agent to do to accomplish this? Many first-time sellers may have no idea, while repeat homeowners most likely have a range of experiences on which to base their expectations this time around.

                    For the answers, we turn to the National Association of Realtors, which asks homeowners what they want from their listing agents each year.

                    The number one home seller expectation for the last decade is to help the seller meet their timeframe for selling.

                    The second and third top “wants” are to help achieve a competitive price for the home and help market the home.

                    Seller timeframes

                    Listing agents understand that the time it takes to sell a home varies according to certain factors and that the home’s price is chief among them.

                    Other factors include:

                    • The type of market. For instance, currently, the typical home spent 51 days on market. According to Realtor.com, this is 6 days more than last year at this time.
                    • Condition. with inventory remaining low, the current buyer pool still shows interest in even substandard homes. In a balanced market, however, there may be a different story.
                    • Location. Another factor that buyers are still ready to compromise on right now is location. It won’t always be this way, as you well know.

                    Once you understand your client’s timeline, communication is key. Be honest about how realistic the timeline is, according to the market, the home’s condition, and the location.

                    The Get More Listings Campaign is shown above. To see more, Click Here.

                    Pricing your client’s home

                    The one nugget of information that all homeowners wait for during a listing presentation is your suggested list price.

                    Many don’t know how you arrived at this figure, and some don’t care. Agents we’ve spoken with suggest that listing agents ask their clients what they’re hoping to get for the home before compiling the CMA.

                    This way, you’ll have time to lay out a plan to explain why your clients’ estimation is so far off the mark (if that is the case) rather than be blindsided by finding out during the presentation.

                    Marketing

                    That marketing is in third place regarding seller expectations should be no surprise. In the present market, not as many homes require an in-depth marketing campaign.

                    If your clients’ home only requires a basic marketing campaign, let them know that and the reason why. Even if you think it’s common sense that everyone knows, communicate what you’re thinking and planning.

                    Communication, in fact, is key in meeting all three of these home seller expectations. That, and following through on your promises, is one of the best ways to build referrals.

                    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

                      “America’s housing dream is broken,” claims a CNN.com headline. The New York Times wants us to know that “The Housing Market Is Worse Than You Think.” Finally, CNBC.com resorts to the scary stuff with an article about “… how much equity U.S. homeowners have lost since May.” 

                      Is it any wonder that homebuyers, already fatigued by competing with multiple buyers, watching home prices skyrocket (seemingly overnight) and, now, escalating mortgage rates, are beyond frustrated?

                      Is it impossible, as many think, to buy a home? While it may be challenging, you and I both know it’s not impossible. At least not for many Americans. They just need a lot of educating, counseling, and, maybe, a whole lot of hand-holding.

                      Are they aware of the ins and outs of mortgages?
                      Direct Response Reports. See more Here.

                      Naturally, you’re hesitant to get too deep into the mortgage weeds when advising clients. After all, you’re most likely not a financial expert and, therefore, shouldn’t be counseling clients about financial subjects. 

                      You can, however, suggest that they get to know and understand the following concepts and strategies and talk them over with a lender:

                      • Discount points – Discount points, also known as points, lower a borrower’s “… interest rate in exchange for paying an upfront fee,” according to the experts at the Consumer Finance Protection Bureau. Pass the link on to your clients for an excellent description of buying points and the pros and cons of doing so.
                      • Adjustable-rate mortgage – The loan of choice for the past few months, adjustable-rate loan applications have “… more than quadrupled since the start of the year,” according to Melissa Dittmann Tracey at nar.realtor. This may be the ideal solution for a buyer who plans on staying in the home for a reasonable length of time. Get the house with an ARM and then refinance into a fixed mortgage when rates drop. This strategy is not without risks, however.
                      • Help them strategize coming up with a heftier down payment  – Yes, this is a tough one for an agent to suggest. It may mean putting a hot buyer on hold for a time. April, however, is right around the corner, and if your client is expecting an income tax return, depending on the amount, it could go a long way toward helping to lessen the impact of a higher-than-expected mortgage rate. 
                      Keep an eye on the news

                      If ever there was a time for Congress to act quickly, it would be now. Several bills remain in the works from last year that can greatly ease the pressure on hard-hit, moderate-income homebuyers. 

                      Direct Response Report, See more Here.

                      Keep an eye on Congress because if any of these passes, it could be a boon for your clients.

                      • The First-Time Homebuyer Act of 2021. Introduced in late April 2021, this act revises the IRS code to provide first-time buyers up to $15,000 in tax credits. At the time of this writing, the act sits with the House Ways and Means Committee.
                      • Downpayment Toward Equity Act of 2021. This program will be administered by HUD to “… states and other entities to provide qualifying assistance to certain first-time, first-generation home buyers in purchasing their first homes,” according to the bill’s text.
                      • LIFT Homebuyers Act of 2021.  Introduced in September 2021, The LIFT Act will provide 20-year fixed-rate mortgages for “… first-time, first-generation homebuyers whose incomes do not exceed a certain amount,” according to the bill’s text. These loans will be offered by Rural Housing Services or the Federal Housing Administration (FHA).

                      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

                        Have you ever watched those YouTube videos of agents making cold calls, FSBO calls, and expired listing calls? 

                        Most of them use the same script or at least parts of the same script. 

                        “I’m just calling to see when you’re going to be interviewing agents for the job of selling your home.”

                        You could build a drinking game around that one line, shared by almost all the video agents I watched.

                        Does this script, in the hands of thousands of agents, in any way raise the bar? Or does it perpetuate the myth that “all real estate agents are alike?”

                        Dump the scripts and dialogs and come up with a way to make this conversation authentically yours.

                        How to approach your expired listing homeowner

                        First, don’t assume, as so many do, that the homeowner with an expired listing is “angry” or “frustrated.” You don’t know why the listing expired. You don’t have any idea how this person is feeling.

                        Maybe he or she is elated that the home didn’t sell. Maybe the agent is her Aunt Maggie, and she could never be angry with her. Maybe they’re chalking the failure of the home sale up to the market and feel it’s nobody’s fault.

                        Go in with guns blazing, telling the homeowner that you know exactly how they feel and that “there are only three reasons a home fails to sell” is for other agents. You’re smarter than that. You are better than that.

                        The goal of this first conversation is to set an appointment to meet with the homeowner to find out exactly what happened. Only when you know can you provide a solution. Guesses don’t count.

                        And, yes, you should empathize. But empathize with what you actually know is happening: 

                        The Expired Listing Postcard Campaign is shown above. To see more, Click HERE.

                        This homeowner is being hounded by real estate agents trying to get a listing.

                        And, yes, you want the listing too, but you aren’t about to add to the cacophony and annoyances of being called all day, every day, by people spouting the same “scripts,” offering the same solutions without knowing what the problem is. 

                        Bullet points to cover over the phone

                        In your own words, start by saying you understand that they’re being beaten up by real estate agents who all say the same thing, give the same promises and assume to know how they’re feeling.

                        Apologize on behalf of your colleagues and explain that some will go to any lengths to make a buck.

                        Then, admit that you’d like the listing, too, if and when they decide to sell. But you can’t begin to offer a solution until you understand what happened with the previous listing.

                        If you have a particularly awesome testimonial that speaks to your ability to sell expired listings, include it in your conversation.

                        If you don’t have a testimonial, resist the urge to lay down your resume or any stats you think are particularly impressive.

                        You want an appointment, and the way to get one is by being human and by being empathic.

                        Check back next month when we’ll take a look at how not to approach the expired listing and whether or not to visit, in person, the homeowner with an expired listing.

                        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

                          Numerous small business owners, including real estate agents, assume various mundane responsibilities associated with operating their businesses. Particularly in the initial stages, they handle a wide range of tasks, from janitorial duties to accounting and marketing efforts.

                          The savvy entrepreneurs eventually opt to enlist assistance. Conversely, those who choose not to, become “… prisoners of their own success,” according to David Tal, co-founder and CEO of Agentology (now Verse.io).

                          Let’s delve into the potential advantages of outsourcing for your real estate business, tasks that might be suitable for delegation, and where to find the right individuals for these roles.

                          The advantages of outsourcing aspects of your day-to-day business 

                          The primary advantage of outsourcing specific functions within your real estate business is the extra time you’ll gain in your workday.

                          Instead of spending that time ON the business, as you do now, you can spend it IN the business. An agent friend once told me that this freed him to do what he does best: “Bounce down the street and make money!”

                          If approached correctly, outsourcing can also prove to be a cost-effective strategy. Online platforms for hiring, such as Fiverr.com and Upwork.com, offer access to specialists who often charge considerably less than local workers in your industry. 

                          Opting for experienced freelancers can eliminate the need for extensive training. 

                          Direct response reports are shown above. To learn more, Click Here.

                          Tasks to consider outsourcing

                          Many real estate agents choose to delegate tasks that they find particularly mundane or time-consuming. Alternatively, some opt to outsource tasks where they believe a professional could produce better results. If you’re unsure which tasks to outsource, we’ve compiled a short list to assist you:

                          Admin tasks

                          Real estate agents often outsource general administrative responsibilities, either by hiring an assistant or engaging a freelancer. These tasks typically include:

                          • CRM maintenance and management
                          • Managing phone calls and emails
                          • Procuring necessary supplies
                          • Scheduling appointments
                          • Coordinating direct mail campaigns
                          PPC advertising campaigns

                          Considering the intricacies involved in PPC advertising, many real estate agents outsource this task. As noted by business consultant Larry Alton at TheAmericanGenius.com, “PPC can significantly boost revenue for businesses, but without the requisite expertise, it may also result in wasted resources.” 

                          Outsourcing need not be prohibitively expensive, as platforms like Upwork.com offer a variety of competitively priced freelancer packages. Explore Chad Gravallese’s YouTube video for insights on effectively hiring a freelancer on Upwork.com.

                          Search engine optimization (SEO)

                          For real estate agents seeking to drive organic traffic to their website and blog, search engine optimization (SEO) is a crucial yet time-consuming task. 

                          Delegating your SEO tasks can be a wise business investment. Platforms like Fiverr.com host numerous SEO professionals with varying price ranges. Keep in mind that lower-priced freelancers may yield either satisfactory or disappointing results, making it a bit of a gamble. To make an informed choice, you can refer to depreneurdigest.com for guidance on selecting a Fiverr freelancer.

                          Whether virtual or in-person, employee or freelancer, outsourcing tasks will take your business to the next level.

                          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 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

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