The Shifting Real Estate Market Trends & Your Number One Responsibility as an Agent
In this shifting real estate market, let’s just get down to the gritty question…. Are we in a real estate market correction? Rather than focus on labels, let’s zero in on what really matters — your No. 1 responsibility in a shifting real estate market is to inform!
Many people in your community are confused or concerned about what’s happening in housing — and it’s up to you to provide clarity and confidence with the right data and perspective. Keep reading for ways to communicate more effectively and keep your pipeline moving.
What Everyone’s Thinking About the Housing Market
The hot topic for buyers and sellers alike is “recession.” And when they hear that word, many people immediately think back to 2008.
That’s why fear is so high — even though the reality is quite different.
A recession DOES NOT EQUAL a housing crisis. In fact, in four of the last six U.S. recessions, home prices actually appreciated.
But here’s the thing…
…Just Because You Know the Truth Doesn’t Mean They Do
As a real estate professional, you’re keeping up with market reports, housing data, and trends from places like Keeping Current Matters and This Week in Housing.
Your clients aren’t.
Instead, they’re seeing alarming headlines like, “Is the Housing Boom Over?” with little context. When all they see is fear-based news, uncertainty sets in — and people don’t make major life moves when they’re uncertain.
If you want to keep generating transactions, your job is to replace fear with facts.
There are two ways to tackle this:
- On a broad, public scale
- On a personal, one-to-one level
Broad Scale: Be the Market Authority
Start by leveraging trustworthy data sources like This Week in Housing and Keeping Current Matters. Then, use the following strategies to share what you know:
YouTube Market Update Videos & News Commentary
Tackle misinformation head-on by sharing your perspective on real estate news. For inspiration, look at how Jeremy Knight breaks down the headlines with clear explanations. Whether you use a green screen or not, just speak to the facts with confidence.
Weekly Email Newsletters with Links to Your Videos
Are you regularly updating your email list with market insights? Use your newsletter to drive traffic to your videos and keep your database engaged and informed.
Direct Mailers to Your Geofarm
In a world of digital noise, direct mail stands out. Send local market updates that inspire confidence — and include a QR code linking to a home value estimator or video update.
Social Media Quick Facts
Want to educate quickly and at scale? Follow the lead of Jeffrey Sabel, who uses short Instagram videos to reach a wide audience. Bonus tip: include a Linktree or similar tool in your bio to drive viewers to deeper content.
The Personal Level
Your broad marketing opens the door — but your personal outreach invites people in.
Make Your CALLS
This isn’t the time to pull back. Double down on your outbound calls. Your clients need to hear directly from you — with empathy, clarity, and confidence.
CMA-a-Day Strategy
Here’s a proven method: create a CMA for a past client, send a quick video text introducing it, then follow up with an email and phone call.
Repeat daily. This simple strategy keeps you top of mind and creates new listing opportunities consistently.
Annual Equity Reviews
Position yourself as a long-term advisor by offering yearly equity or “real estate reviews.” These face-to-face or Zoom check-ins help clients understand their position and keep you connected. As John Ely says, these reviews go beyond equity — they open doors for future sales, investments, or referrals.
Encourage Content Sharing
Remind clients that your mission is to educate and empower — and ask them to share your videos or newsletters with friends and family. Word-of-mouth works even better when it’s digital.
Keep the Conversation Going
Just because you’ve posted once doesn’t mean everyone saw it. Just because you made a call doesn’t mean they heard the message. Keep repeating it. Repetition builds trust and familiarity.
This market still holds opportunity. Buyers and real estate sellers need guidance — and when you deliver it, you help them make life-changing decisions with clarity and confidence.
Stay informed. Stay visible. Stay proactive.
