Coach agents on how to shift from “turn-and-burn” tactics to intentional nurturing, smarter messaging and pricing that reflects today’s market realities.
Lately, I’ve been having a lot of “We’re not in Kansas anymore” conversations with my agents. Because, yes, once again, the market has shifted. And what does that mean? Our mindsets, our marketing and our messaging need to change as well.
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How to play the long game with listings
Here’s how I coach agents on how to shift from “turn-and-burn” tactics to intentional nurturing, smarter messaging and pricing that reflects today’s market realities.
Step 1: Know your market numbers
Your clients simply cannot know more than you. You must:
- Know the inventory trends in your market.
- Know the pricing trends in your market.
- Know average days on market for various price ranges.
- Know the list-to-sale ratio in your market.
And then, taking it one step further, you must be able to synthesize all of this data so that you are able to answer the burning questions on clients’ minds:
- I keep hearing we’re in a normalizing market. What does that mean?
- How are interest rates affecting buyers, and how does that influence my home’s value or saleability?
- How many days are homes that I’m competing with staying on the market?
- How many homes that I’m competing with are selling for under asking price?
Step 2: Match your messaging to the market
Next, you must rework your talk tracks for both buyer and seller consultations and presentations for the market we’re in NOW, not what we used back in April.
For example:
- “Here’s what’s selling fast right now-and what’s not.” Show, don’t tell.
- “Here’s how we market your home based on payment, not just price.” Explain the math.
- “Here is how we stage your home to attract buyers over your competition.”
- Focus on net to the seller, not list price or commissions alone.
- “Here’s how we market your home with video and lifestyle stories.”
Step 3: Qualify your clients so you spend your time working with people who will transact
The market is shifting, so only motivated clients will act. Top Realtors are qualifying better and faster, so they spend their time with people who are ready, willing and able to move now.
Questions you should be asking:
- “Is this move a must-move or if-it-all-works-out move?”
- “What will it cost you to not make this move in the next six months?”
- “Are you ready to price for this current market value?”
- “Are you ready to adjust the price in 14 days or 10 showings if you do not get an offer?” Write this into the listing agreement.
Why it works: Filters out ready-to-sell clients from those who are not ready for this current market.
Step 4: Adapt your listings plan
It’s not enough to understand what’s happening in your current market and be able to talk about how current market conditions affect clients. You must strategically amend your action plan to reflect a longer time on market.
Essentially, you are making a 90-day game plan versus a nine-day list-to-close window. The plan should include a number of components such as pre-launch promotion, launch day promotion and “just listed” messaging for the first 10 days.
After building launch momentum, shift into the 90-day plan, where the goal is to stay relevant, visible and competitive if the home doesn’t sell immediately.
Step 5: Use current listings to create more business
Don’t just market listings — leverage them.
Here’s how:
- Farm homes around your listing with offers for a market analysis.
- Create reels and social media videos “What does 600,000 get you in _______?”
- Email your database the listing details and ask if they know anyone who needs to move.
- Visit open houses to pick up unrepresented buyers
- Listings should generate 2-5 more conversations. If they don’t, they’re being underutilized.
Step 6: Work your VIPs
VIPs are a small group of businesspeople who have clients who need your services, and vice versa. Having strong relationships with VIPs is key to your growth, so spend time making and nurturing relationships with local businesspeople. These include financial planners, accountants, estate attorneys and lenders.
How to do it:
- Reach out to your current VIP relationships and meet with them.
- Strategize on how you can work together and refer clients.
- Ask your best business partners to connect you with their partners.
- Create your own mastermind with local professionals you can all learn from.
Why it works: Strong business people like to refer to those they like and trust.
Step 7: Double down on conversations and relationships, not just content
Your business will come to a screeching halt once you stop talking to people. The best agents are calling their past clients with a clear purpose and reconnecting with anyone they met this spring who was thinking of moving.
Strategies for past client contacts:
- Set a goal to contact five past clients per day for a check-in. Offer a home evaluation or recommendations for contractors
- Plan holiday check-ins and pop by for top clients and VIPs.
Scripts that work for leads not making a move now:
- “Are you still thinking about a move in the next 6 months or have plans shifted a bit?”
- “What’s something that would need to change for you to feel ready to buy/sell?”
Why it works: Conversations build your pipeline. Silence erodes it.
Step 8: Focus on face time with your community
You’ve heard the saying, “You’ve got to be in it to win it.” That’s why I recommend that agents host or attend events to help them stay top of mind and win more listings.
Open houses, client happy hours, community pop-bys, homebuyer Q&As: These are all great ways to stay visible with your clients and community while others hide behind their inbox.
Ideas that work:
- “Winter Sips + Credit Tips” (host at a local patio or brewery)
- Open house with “Ask a Lender” feature and payment flyers
- Decorating tips event using AI and a local decorator
- Financial mastermind with financial advisor and estate attorney
- Teaming up with local charities to sponsor events in the community
Why it works: Proximity creates opportunity.
Bringing it all together
Congratulations — you made it to the end. Yes, we covered a lot of action items, which may seem overwhelming when looked at in total. However, you don’t need to execute on all of these strategies and tactics all at once. Take it one step at a time until you have worked all of these elements into your overall workflow.
Not only will you have elevated your current service to clients, but you will have invested time and energy into building a strong pipeline for the future.
Marjorie Adam is broker-owner at Better Homes and Gardens Real Estate Pathways. Connect with her on Facebook and LinkedIn.