I should know—I’ve done it before. During the Great Recession of 2008, I was given the opportunity to lead a large brokerage firm. After a lot of trial and error, I found a proven way to guide my agents to not only survive … but to thrive in the shifting market.

Within two short years, the Keller Williams brokerage I was leading went from near bankruptcy to number 10 out of more than 700 brokerages! In this article, I will share my secrets to effectively train your real estate agents to sell and outperform the market in 2023.

Shift From Marketing to Prospecting

Reflecting on the Great Recession of 2008, I can remember previously successful agents sitting at their desks staring at their phones wondering why they stopped ringing. The previous years of a strong market had taught them that all they had to do to get the phone to ring was to advertise their listings and themselves, and the buyers would simply call.

However, once the market shifted, the buyers stopped calling—and then so did the sellers. Without rent appreciation, buyers are less motivated to trade their leases for titles. And with less equity, sellers are more focused on paying their mortgage than moving up into a larger house.

The solution I found was to shift my agents from a marketing-based business plan to a prospecting plan. 

As simple as it sounds, it isn’t easy at all! This is because it requires agents to develop new sales skills, habits, and strategies. 

Teach Agents How to Prospect

If you are a newer broker, you may have never experienced a buyer’s market and therefore you may not know how to lead your agents through a transition—much less a recession. The greatest challenge of guiding real estate agents during difficult times is finding the right lead generation techniques without risking too much money and wasting a lot of time.

Thinking back to the last recession, training my agents to shift from marketing to prospecting not only brought in more transactions, it also helped further develop my team. It not only saved them money, it taught them new skills and made them better agents. 

Prospecting is the act of going out and finding the business, rather than waiting for the business to come and find you. It’s the lowest cost, highest return lead generation activity real estate agents can do to generate business in a down market during a recessionary period.

When the economy shifts, financial uncertainty ensues. This uncertainty leads to homeowners who begin to fall behind on payments, investors who are struggling to keep properties, and marriages that start to fall apart.

The challenge is that, in many of these very personal situations, these potential sellers don’t ask for help. Embarrassed or just private, they choose to try to navigate these difficult times on their own. Since they aren’t calling us, we need to go find them, talk to them, and help them!

Pro Tip: If you don’t already offer a tool to your agents for reaching out to homeowners who are in distress or reluctant landlords, we like that prospecting platform REDX allows customers to subscribe to for rent by owner and preforeclosure lead lists. Their auto-dialer is also one of The Close’s favorites.

Finally, here are a few articles you can use to create agent training focused on prospecting:

Focus & Organize the Team

You’ve heard it before, but this bears repeating in a changing market: Doing the same thing expecting different results is the definition of insanity. When an agent’s marketing stops working, it’s time for them to do something different. The challenge many agents are facing is trying to figure out what strategies and techniques are effective in this market.

The overwhelming decision of what to do, combined with their fear of making a mistake, leads to perfection paralysis. They can’t afford to make a mistake (not in this market), so they just don’t make a decision or make any changes at all. They are completely stuck in insanity!

To successfully guide agents through a downturn, you must get all of them focused and moving together in the same direction. Your new direction will include new training, skill development, and habit-building techniques that will produce quicker results.

The combined efforts, accountability, and visibility will provide group results and validate that the new training and lead generation techniques are working. This will motivate and inspire the rest of the team to continue their efforts. The new focus and excitement can be infectious and ultimately produce great habits and outstanding results.

Track Their Progress & Hold Them Accountable

Ask most agents why they got into real estate instead of pursuing a traditional 9-to-5 career, and they will likely tell you that they wanted the freedom, flexibility, and unlimited income that a career in real estate provides.

While real estate does offer all of these things, it doesn’t provide them simultaneously. An agent might have freedom and flexibility, but then that dream of unlimited income isn’t going to come true. Those of us who have experienced the excitement of making over $100,000 month over month in real estate also know that it didn’t come from freedom or flexibility. It came from a lot of discipline and accountability!

To successfully transition your brokerage to a prospecting-based culture, you will need to add tracking and accountability to your weekly activities. Reasonably, this will not be accepted by all your agents. Especially the highly independent types. 

Start with a small group of newer agents if you must. Once a week you will guide them to set individual prospecting goals. We call these key performance indicators, or KPIs. 

KPIs include the number of actions (calls, texts, door-knocks, messages) they take, conversations they have, appointments they set, and appointments they go on. Each agent should set their own individual goal on what they intend to achieve for the week.

At the end of the week, they will report on their KPIs. With a little guidance and accountability, you will see conversations turning into appointments and appointments into agreements.

Pro Tip: Don’t forget to consider the current policies you have in place and how they might need to change in response to this pivot. My Brokerage Process and Procedures Plan template is a helpful tool in this process. Download it for free below!

The Cycle of Success

If you wish to turn your office into a profitable prospecting machine, then your #1 job at the end of each week is to celebrate the successes of each agent. No matter how small. Many agents will set aspirational goals and will be embarrassed or ashamed to report their numbers. If they feel defeated, they won’t continue to participate and they may eventually quit altogether. That’s why you need to praise even the smallest effort from each agent.

When you consistently set goals and acknowledge the small wins, you will find that it empowers agents to prospect more. And the more they prospect, the better they get as their skills improve. Additionally, the prospecting culture you created will inspire other agents to participate. Your prospecting group will grow as it attracts other agents who want to be part of something exciting and productive. I call this the Cycle of Success!

Add & Recruit the Right Agents

It may seem strange to expand during a recession. But the health of a brokerage can be directly attributed to the number of real estate professionals (or agent count) in the brokerage. Therefore, you should onboard as many agents to your brokerage as you can during a market downturn.

When you’re effectively training and leading your team from an individual agent marketing culture to a group accountability prospecting culture, you will automatically attract agents from other brokerages who are looking for a company that is better suited for the current market.

Your instinct may be to invite them all to participate in your prospecting culture. While newcomers can bring enthusiasm to a group, they can also bring fear and criticism. So before you add outside members to your prospecting team, be sure they understand and agree to the rules. Here are five rules of my prospecting team.

Sean’s Prospecting Team Rules

1. Be on time and professional
2. Prospect first, market second
3. Honesty leads to clarity
4. Accountability improves performance
5. We celebrate progress, not achievement

Feel free to use mine or create your own. Your prospecting team’s clear rules and expectations will keep the culture safe and ensure that disruptions from new team members are kept to a minimum. 

Disruptions create chaos and negatively affect progress. So, both your team and your pocketbook will appreciate the clear expectations. Now let’s get prospecting!

Bottom Line

If you want—or need—to change the trajectory of your real estate brokerage during this shifting market, you must train your agents to prospect and generate leads again. To do this, you need a clear plan to organize the team, teach them new skills, hold them accountable, and celebrate their progress.

This, along with the cycle of success, was the secret to my success in leading my brokerage through the largest real estate recession in history. I’m positive it will be effective for you, too. Please share your success stories in the comment section below!

The post How to Train Your Real Estate Agents to Sell in a Challenging 2023 Market appeared first on The Close.

Did I mention that the LionDesk CRM starts at only $39 per month? Check out my in-depth review of the LionDesk CRM below or jump to their website for a free 14-day trial. No credit card required—you just sign up and get started.

LionDesk’s goal is to give agents, teams, and brokerages one simple tool for organization, lead generation, and lead nurturing. On paper, this sounds pretty simple. But, many software companies offer a Swiss army knife—a bloated tool with a dozen blades and gizmos, none of which work very well. 

LionDesk provides the basic tools to run a successful real estate business at a price that won’t cause a stroke. It’s also a great platform to get up and running quickly and easily without banging your head against the wall trying to figure out how to set it up.

Pros

• Clean, customizable dashboard
• Excellent mass communication tools, including bulk text messaging
• Automated drip campaigns, including text messages
• Ability to add on additional features like lead generation and auto-dialer
• Integrated landing pages

Cons

• Can feel a bit clunky
• Transaction management is basic
• Analytics are basic
• Not great for scaling large teams or brokerages

The Close Score

4.7

Pricing:

4.6

Features:

4.8

User Interface:

4.6

Automations:

4.5

out
of

5

What Is LionDesk?

LionDesk is a real estate CRM that gets a lot of things right. The software nails the basics, including bulk email, drip campaigns, and automation, while serving up some extras, tailor-made for real estate pros. With LionDesk, agents are in control of how quickly they want to expand their business with add-ons like integrated landing pages, lead generation, and a digital ad portal. 

I was really disappointed, though, to see one of LionDesk’s best features—its artificial intelligence (AI) bot, Gabby—eliminated from the platform. Still, with a 14-day trial, you can take them for a test drive to check out all the features before deciding whether or not they will work for you and your business.

LionDesk Pricing for 2023

LionDesk is one of the most affordable CRMs on the market while still providing a rather robust service to agents, teams and brokerages.

Plan Pricing

LionDesk provides a full suite of services. In fact, one of the best things about their pricing is the nearly 40% discount for paying annually as opposed to month to month. But I like that they offer the flexibility of not being tied to a contract for agents who aren’t ready to commit.

You can go with the low, flat monthly rate of $39 per month and opt for a few add-ons, which are individually priced. That way, you don’t pay for what you don’t use. LionDesk add-ons include cold-calling power dialers, a digital ad portal, and custom landing pages.

Add-on Pricing

Comparing CRM Competitors Against LionDesk

The basic CRM from LionDesk at $39 per user, per month makes many other CRMs look pricey. Here’s a quick breakdown of how LionDesk’s price compares with other CRMs:

In all fairness, some of the best real estate CRMs offer more than just the CRM itself. Some offer a full, all-in-one suite of features including an IDX-enabled website, landing pages, and the CRM to provide an entire ecosystem of services. 

But CRMs are as varied as a giant box of crayons. LionDesk, on one end of the spectrum, lets agents come in at an easy-to-manage price point and then add features as their businesses grows. That way, agents don’t have to pay for services they aren’t using. 

LionDesk does include several native integrations, like Zillow, Facebook, Ylopo, and SmartZip, but in my opinion, the company could stand to add more integrations to its menu. Thankfully, Zapier integrates with LionDesk to allow more flexibility to connect with a variety of applications. 

Video Walk-through of LionDesk

If you want to see the product in action for yourself, Chris Linsell, former senior writer and real estate coach here at The Close, takes you on a personal tour and review of LionDesk in this video. Check it out here:

My Reviews of Key LionDesk Features

Now that we’ve covered pricing and some of the differences between LionDesk and other CRMs, let’s deep dive into the features that are on point with LionDesk.

1. CRM Dashboard (4.6 out of 5)

When you first launch LionDesk from your browser, you’ll land on the dashboard. If you’ve ever used a CRM before, this will feel natural. LionDesk’s intuitive interface reduces the learning curve, so you can jump in and get started right away.

On the left, you have a simple, easy-to-read menu bar that gives you a quick shortcut to the main functions of LionDesk. This is also where you’ll see the Vitals view, which offers a quick snapshot of how you’re doing in your outreach efforts. It keeps a running tally of outgoing and incoming calls, texts, and emails. The Vitals section is customizable so you can pick and choose what’s most important to you.

The Vitals dashboard is a visual way to encourage agents to push past their comfort zones and take their businesses to the next level. Only called three leads this week? You’ll see that number every time you log in to your LionDesk CRM. You also can view recent contact activity, see which tasks are due, track your expected total sales, and measure your activity for the year.

Your dashboard is highly customizable, which is ideal since no two real estate businesses are the same. The interface is clean and simple, not packed with distracting colors and graphs, which allows you to focus on the essential information and tasks. 

When I first started using LionDesk, I felt the dashboard was clunky (and if I’m being honest, kinda ugly) and not as much fun to look at. But I’ve come to appreciate the simplicity. I now understand that this streamlined approach eliminates distractions and helps me focus (and I definitely need help with that!) on the tasks I need to complete instead of on bells and whistles that can easily derail my productivity. 

2. Organization Tools (4.8 out of 5)

If you click over to the Contacts tab, you can quickly add or edit a current contact, bulk upload contacts from another platform with a CSV file, or directly import your contacts from platforms such as Gmail.

When you click on a contact, you get a wealth of information: emails opened, previous calls or texts, and as much biographical or deal data as you have on your leads. The information is tucked behind accordions, so while it’s all there, looking at a contact is not overwhelming.

You can add custom fields for your contacts, such as how many children they have, their dog’s name, their favorite baseball team, and their credit score. All of this granular data comes in handy when it’s time for client outreach.

From this contact card, you can email, text, and even call your lead directly. Hit that little phone icon and your cell phone rings, connecting you. Imagine sitting in front of your computer, doing your regular calling, taking notes right inside your contact card. You can also add activities and tasks and include the contact in a campaign. Everything is right at your fingertips.

3. Bulk Communication Capabilities (4.5 out of 5)

Outreach in the LionDesk CRM is straightforward. You can reach out to your database in bulk based on your campaign strategy, saving you countless hours on the keyboard.

You can even set rules for leads from various sources. For example, you can set LionDesk to trigger a specific text message or video text message and send it to leads from your Facebook ads.

LionDesk has several campaigns already built and ready for action with specific groups such as closed clients and leads seeking home valuations. You can customize these campaigns if you want to, but they’re ready to go right out of the box.

One nice addition to the LionDesk outreach is Cloud CMA. Cloud CMA is designed to pull data from your MLS to create a comparative market analysis in minutes. Since LionDesk’s acquisition by Lone Wolf, if you have a Cloud CMA account, it’s integrated with your LionDesk CRM. Don’t worry if you don’t have one—you can easily set one up. Once your account is connected, you can quickly and seamlessly create and send out a comparative market analysis to anyone in your database right from the contact page.

Bulk Emails

LionDesk makes it easy to send bulk emails to your contacts. For example, you can blast out a new listing to buyers, a quick intro to new contacts, or even a holiday video to your entire list.

LionDesk has a feature to help you see activity on your campaigns. So if any of your contacts opens and interacts with your email, you’ll know to jump in and engage with them, boosting conversion rates.

Bulk Texts

If you want the higher open and response rates you get from texting, LionDesk lets you set up mass text campaigns just as easily as email campaigns. Send out that new pocket listing to your hottest buyer leads via a quick text. 

Video Emails & Texts

One of the coolest features is the ability to record video directly in the platform and send it out to your leads via email or text message. I absolutely love having this feature baked into the platform. I used to have to integrate BombBomb into my CRM to access these kinds of video messaging features. With LionDesk, you can record a whole batch of videos and have an arsenal ready to add to any email or text message.

Texts get high open and response rates and videos are more personal, so why not combine the two and text out a walk-through of that pocket listing before it even hits the market?

4. Text-2-Sell

Using the personal phone number LionDesk provides, you can encourage leads to text you to ask for more information about a listing, a special buyer’s guide, a foreclosure list, or pretty much anything else. To be clear, this is an add-on feature included with texting, but at just $2 per month extra, it’s a pretty cool feature and worth the additional cost. 

Once a lead sends a text, LionDesk automatically responds and captures the lead’s phone number and contact information, adding it to your database. This is perfect for sign riders, flyers, or postcards when you want to track the effectiveness of your ads and collect phone numbers instead of emails.

5. Landing Pages

LionDesk added the ability to create landing pages that will capture and integrate lead information. You can use one of their many templates and customize it with the easy-to-use, drag-and-drop design tool for an additional $29 per month. The pages are quick-loading, search engine optimized, and mobile responsive.

6. The Power Dialer (4.8 out of 5)

LionDesk’s power dialer will let you upload and cruise through a list of for sale by owner (FSBO) or expired listings in one power session. While cold calling isn’t for everyone, you can also use cold calling scripts to follow up with your sphere of influence monthly to shake loose some referrals.

That said, the power dialer is not included in LionDesk’s already very tempting base price, as not every agent will need or want it. Instead, they offer the power dialer for serious cold callers for $99 to $149 per month, depending on whether you want single or multiple lines. A single-line dialer is included in the CRM Premier package. Premier users will have to pay an additional $50 per month for a multi-line.

7. Facebook Ad Partnership (4.5 out of 5)

One of the dirty secrets of online advertising is that Facebook’s Ads Manager, while much easier to use than its previous iterations, is still a pain because it’s constantly changing. Who has time to keep up with Zuck’s mood swings, which seems to be how Facebook determines when to implement its latest changes?

LionDesk used to provide Facebook ad design in-house. However, they have now partnered with Boost, where you can create custom ads by uploading images and videos, curate your audience, and even pull MLS data to create instant listing ads.

Once the ads are built and distributed, everything is totally integrated with your LionDesk account. The automation works its magic, and you reap the rewards. 

Boost is a separate subscription: Running agent promotion ads cost $99 per month, and listing promotions built from MLS listings are $59 per ad. Of course, that doesn’t include the ad budget.

8. Brokerage Functions (4.8 out of 5)

Brokers can view advanced reports on leads, build drip campaigns assignable to individual agents, and get a global view of all deals in the office. LionDesk offers round-robin or time-based rollout lead distribution for teams and brokerages—perfect for setting everyone up with leads but not breaking the bank.

9. Document & Transaction Management (4.6 out of 5)

If you’re the type of agent who tends to accumulate PDFs (and who isn’t?), you can store documents right in LionDesk and access them from everywhere. 

The LionDesk CRM offers basic transaction management features to track deals, organize documents, and communicate with clients and other parties. While this is not a fully featured accounting package, it gets the job done. If you’re already using Dotloop or another piece of transaction management software, LionDesk has an integration that lets you plug it right into your workflow.

10. Integrations & Lead Management (4.6 out of 5)

Speaking of integrations, LionDesk is an open API, making it easy for other companies to plug in their software and stay compatible. For example, you can auto-import leads from Zillow, realtor.com, Trulia, and SmartZip—or set up blended campaigns from each source. 

You can fully customize your LionDesk experience by integrating the software you use for accounting, transaction management, and marketing. Linked to companies from Agent Shield to Zurple, the list of LionDesk integrations is massive and constantly growing.

LionDesk Alternatives

With all the great features LionDesk has to offer, it may not be the perfect solution for every agent out there. For high-producers or larger teams, it may lack some important features.

It’s fair to say that there may end up being a big tradeoff between a robust lead generation and website system a larger budget can provide. For example, if you prioritize a CRM with texting and video messaging, you probably won’t get it with one of the all-in-one platforms. So, it’s important to decide what really matters most for your business and your team before you commit to any platform. 

In that spirit, here are a few other CRM alternatives you can consider alongside LionDesk. I’ve linked a review from The Close to each of the companies below so you can explore further.

As you can see, real estate CRMs offer a spectrum of services and features. It depends wholly on what you want to do with your CRM as to which one will be the right fit for you and how you want to grow your business. And just because you choose one today doesn’t mean it will be the only CRM you ever use. Pick one that works for you, and when your business is ready to move to another platform, you can always shop around and see what the market has to offer.

Bottom Line: How Does LionDesk CRM Stack Up Against Other CRMs?

If you’ve been putting off trying LionDesk, you’re missing out on a valuable real estate CRM that offers great features like lead nurturing, transaction management, video emails, and blended campaigns. 

In my opinion, LionDesk is a very attractive option for newer agents who don’t want to spend a ton of money. Though I was quite disappointed to see the Gabby AI bot killed off, I hope that LionDesk will bring back something even better to replace her. As of this writing, Gabby has not been replaced, and I’m really scratching my head over why. 

As a real estate instructor specializing in AI for real estate, I know how important a bot can be for nurturing and converting leads, especially for newer agents. I often talk about the many ways agents can leverage the tech in their businesses to get time back for more important stuff, like getting face-to-face with clients. So, for that reason, I see the killing off of Gabby a step back in the wrong direction. 

LionDesk was one of the first CRMs on the market to feature an AI bot that could act as an inside sales agent and help warm up leads. That placed them securely in the front of the CRM pack. Sadly, doing away with that feature will most likely change the way I (and many agents who loved Gabby) feel about their foothold in the marketplace in the future.  

Methodology: Why You Can Trust My Review

I’ve been a licensed real estate agent since 2018, and I’ve tested lots of CRMs. When I assess these software solutions, I approach them through the lens of a practicing agent who would use the platform in my real estate business. 

Using this expertise, I developed a rubric to weigh each software product against its competitors in an objective and balanced way, while adding context to my assertions.  To put together my rubric, I looked at dozens of real estate-specific CRMs and analyzed each one based on these criteria:

• Pricing
• Features
• Integrations
• Ease of use
• User interface
• Learning curve for implementation

 I also took into consideration any additional systems for: 

• Marketing 
• Data analytics 
• Transaction management 
• Pipeline management 
• Automation

You can learn more about our methodology here.

Your Take

I encourage you to see for yourself whether LionDesk will work for your business using its free 14-day trial. It doesn’t even require a credit card. Play around with the functions and interface to get a feel for the platform. 

But remember, the best CRM for your business is the one you use. So, you ultimately need to decide what works best for you. Have a CRM question or opinion to share? Drop us a line in the comments below.

The post LionDesk CRM Review: Pricing, Features, Pros & Cons appeared first on The Close.

Use this comprehensive list to customize your plan for each listing by adding strategies that will work best for your client, budget, property, and market.

1. Get to Know the Listing

• Identify the home’s unique selling features: Meet with your seller and discover the home’s unique features and how your sellers have benefited from them. The home features could be a gourmet kitchen or an oasis in a backyard. You’ll use these descriptions to craft your tailored real estate marketing plan for sellers.
• Consider lifestyle: Think of your target buyer and what would be most important—is it to live as close as possible to the beach? Or is it to cut down on their commute to work? Or maybe it’s the slower pace of a suburban city? When you determine the audience you’re selling to, creating marketing materials to fit that demographic will attract the right buyers. 
• Research the neighborhood: Learn as much as possible about the area around the listing, including any future developments. Note proximity to important features like highways, mass transit, airports, large corporations, and schools. But be careful to follow all fair housing laws when talking with your clients.

2. Develop Your Pricing Strategy

• Prepare a CMA: The comparative market analysis (CMA) is one of the best tools in your real estate listing marketing plan because it gives you and your clients tangible data to base pricing on. Get a baseline of value for the listing, then discuss options for pricing above or below market value.

• Discuss options with seller: Discuss all options with your seller, including expected responses from each strategy. You can price it high, allowing the market to catch up to your homeowner’s expectations. You can price just 1% to 2% below to help your listing stand out and drive the demand. Feel out what the sellers are comfortable with before deciding on a final price. 
• Local market considerations: Be sure to study your current market before deciding your pricing strategies. Research DOM, current pricing, new construction, mortgage interest rates, and changes in the community—anything that can affect how quickly your listing will sell. Add these to your real estate listing marketing plan and discuss them with your seller.

3. Prepare the House for Sale

• Clean and declutter: Help your sellers determine what should be stored, including anything personalizing the home to the owners (like pictures on the wall). Then, consider hiring professional cleaners to do a deep cleaning. 
• Repairs and touch-ups: Depending on your sellers’ reason for selling and their timeline, they may need to make a few small repairs before listing it, like a fresh coat of paint or replacing carpet. But make sure to weigh the pros and cons of paying for major repairs or renovations.
• Add curb appeal: Whether your listing needs a little pop of color in the flower bed, a good power washing, or a whole virtual makeover, spend a little time making sure your listing’s curb appeal is inviting for future buyers.

• Staging: If the house is vacant or the decor is subpar, consider staging your listing or hiring a professional staging company to add context to empty or not-so-appealing spaces. Staging is a must-have in your real estate listing marketing plan for luxury homes in particular.
• Virtual staging: If traditional staging isn’t in the budget, an alternative is virtual staging, which can also be done for vacant or furnished homes. Use a professional company like Apply Design to give your vacant listing a stunning makeover.

4. Collect Visual Assets

• Professional photography: Hire a professional photographer to create stunning images that showcase the best features of your listing. If you want to DIY, follow our tips for taking the best listing photos possible.
• 3D Tours: Invest in 3D virtual tours with a company like Matterport or with your pro photographer. 
• Promo video and virtual tours: Create walkthrough videos with music and text overlays for your marketing. You can create walkthrough videos with your phone in portrait mode that work well with social media.
• Aerial photography and video: Hire a drone photographer to capture overhead aerial images and videos for your listing, get a birds-eye view of the neighborhood, and showcase proximity to beaches, universities, golf courses, and more.

5. Create Listing & Post Everywhere

• Write a property description: Make sure to focus on the benefits and not just the features of your listing when drafting your property description. Describe the lifestyle and paint a picture using powerful descriptive words. 
• Post on local multiple listing service: Post your listing on your local MLS with images from your pro photographer. Make sure you feature the best images of your listing.
• Post on brokerage and personal websites: Share your listing on your brokerage website. If you have your own website, you can feature your listing prominently on the first page of your site. Add a CTA to get more engagement.
• Post on additional MLSs: Depending on your listing’s location, it might make sense to post to nearby MLSs to expand your reach.
• Syndicate your listing: Include permission for your listing to be syndicated to other listing portal sites like Zillow, Trulia, and Realtor.com.

• Prepare a listing book: Put together a book with information unique to your community, parks, attractions, shopping, restaurants, and more. Add more in-depth information about your listing in the book and make it attractive. It’s a great idea to include local comps in your book.

Pro Tip: You can use an AI chat tool, like ChatGPT, to help you draft the perfect listing description or help perfect the marketing materials of your listing. Check out our complete guide to ChatGPT to learn some great prompts.

6. Conduct Open Houses

• Traditional open house: Schedule a grand opening-style open house. Sit down with your seller and decide when would be the best time. Ensure they have cleaned and arranged to be away for the open house. Don’t forget to set up Curb Hero to capture all those sign-ins from your attendees.
• Virtual open house: Schedule a virtual open house through a platform like Facebook and invite nonlocals to attend. 
• Open house by appointment: If you have a seller who doesn’t want many people in their home, you might schedule an open house by appointment only. You can be in attendance to monitor the shoppers and address any questions. The buyers should also be with their agent.
• Follow up with open house attendees: Once the open house is complete, you should have a list of everyone who attended the event. Reach out and follow up with all of them. Ask for their feedback and encourage them to address any questions to you.

7. Use Digital Marketing

• Create a single property website: You can easily build a single-property website for your listing complete with lead capture forms. Use a company like Canva for a low-cost site you can build in minutes with one of their stunning templates. For a more luxury site, check out some of the real estate-specific site builders like Sierra Interactive.
• Create ads for Facebook and Instagram: You can create targeted ads on Meta Business for both Facebook and Instagram as part of your real estate marketing plan for agents. Create your ads, set your budget, and you’re all set.
• Create a Google ad: Use Google’s massive data collection to target your audience with Google ads. Some lead generation websites like Real Geeks and Sierra Interactive allow you to capture the contact information of potential buyers for your listings.

• Create posts for Facebook: Post your listing in local Facebook groups that feature homes for sale, and share in real estate agent groups. And don’t forget about Facebook Marketplace.
• Create posts for LinkedIn: LinkedIn is primarily a professional networking site, but it’s a great location to share your intimate knowledge of real estate in your local area. It’s also a perfect place to market investment opportunities.
• Create posts for Pinterest: Use one of your professional photos, then set the destination link as your lead capture page when you create your pin so motivated buyers can quickly get in touch with you.
• Create posts for Instagram: Similar to Pinterest, Instagram posts are all about images. Sharing beautiful photos of your listing will attract homebuyers and show sellers that you take real estate marketing seriously. If you need some sweet ideas for your social media, you can check out our article, 31 Top Ideas (+ Examples) For Social Media Posts.
• Create posts for TikTok: Post a short video (set to trending music) of a unique listing feature—a swimming pool, gourmet kitchen, or a sunset from the deck—and hundreds of potential buyers can see it.
• Post on Craigslist: You may not think of Craigslist when you start mapping out your marketing strategy, but don’t discount how many eyeballs you can capture on the platform for your listing. It doesn’t work for every listing, but some will be a perfect match.
• Launch a remarketing ad campaign: One of the best strategies for efficient digital marketing is remarketing, which reengages your existing customers through email or paid ads. Set up your remarketing campaign in your Google Ads account.

8. Dive Into Traditional Media Marketing

• TV: Use the power of TV advertising to reach your audience who doesn’t spend all their time on their phones. Depending on your target demographic, TV ads may produce powerful results and are a great asset to your overall listing marketing plan.
• Radio: Place ads for your brokerage to run on popular radio stations in your area. 
• Home magazines: Every community is different, but if your community has a glossy magazine that features homes for sale, consider taking out a large display ad for your listing.

• Listing flyers: You can create flyers for your listing that highlight the features along with a QR code for more information. Leave these in your listing and your brokerage office. Use a display stand in your listing. 
• Newspaper display ads: Don’t discount the power of print newspapers! Sellers love seeing their listings in print. And newspapers have digital display ads online, too.

9. Apply Neighborhood Marketing

• Yard signs: As part of your real estate marketing checklist for every listing, you should make sure your yard signs are in great condition and represent your image professionally.
• QR codes: Add a QR code to your signage and flyers directing your potential buyers to your single-property website. Create your QR code easily in Canva for each listing marketing campaign.
• Geo-based property ads: Use a geofencing marketing company to advertise to those who come within the perimeter of your property.
• Branded directional signs: Invest in branded directional signs to stand out and attract more buyers to your open house.
• Postcards and door hangers: Use a company like ProspectsPLUS to create marketing postcards for your listing and send them out with just a few clicks.

• Circle prospecting: Get out and knock on doors around your open house to encourage people to visit. “Lookie-loo” neighbors sometimes bring referrals, so make nice with them.

10. Market to Your Sphere

• Share your listing with your office: Spread the word about your listing to everyone you already work with. They may have a buyer who is the perfect fit.
• Market to outside agents and brokerages: Share your listing with any real estate forums or groups you belong to. 
• Email blast to your sphere: Send your listing out through your entire sphere of influence. Send a single email or include your listing in your email newsletter. 
• Send a newsletter: If you have an email newsletter, include your listing as a featured listing.
• Share with local businesses: Send your listing to all of your contacts, including your list of local businesses. 
• List on a broker tour or broker caravan: Showcase your listing through your local broker tour. Create feedback forms for agents to share their thoughts on how you can improve your listing.
• Update seller weekly: Share weekly updates with your seller, even if there’s nothing new to report. Open communication is vital for a solid working relationship.

Bonus: Luxury Listing Marketing 

1. Polish your brand: If you’re breaking into the luxury market, you’ll want to make sure your brand is ultra-high-quality and promotes you as a luxury brand.
2. Produce a custom video: You must step up your marketing game when working with high-end sellers. Invest in a custom video from a professional video production company.
3. Create a high-quality brochure: By the same standard, your print marketing materials have to be next-level as well. Invest in full-color, 100-pound card stock and book-style folding brochures for your listing. When you have a high-end listing, your marketing collateral should be too.
4. Market nationally and internationally: With a luxury home, you’ll be marketing to people who may not be local. You may even be marketing to buyers looking for a coastal home or a second home. Place ads in multiple markets. You can reach out to agents in other high-end markets directly to let them know about your listing. Make sure your listings are visible in other countries, like Canada, China, India, Mexico, and Brazil. Foreign investors have been hitting the southern states, especially over the last few years.
5. Host a broker’s open: Search similarly priced listings sold in the past year. Personally invite both the listing and buyer’s agents. Serve high-end food and drinks, and maybe even provide them with a small gift for attending.

Bringing It All Together

In the current market, learning how to put a real estate marketing plan for sellers together and execute it will make a big difference in your level of success. What strategies do you use in your own real estate listing marketing plan? Let us know in the comments. 

The post The Ultimate Real Estate Listing Marketing Plan (PDF Checklist) appeared first on The Close.

Be sure to download our startup cost tracker to view the lows and highs for each real estate expense and track your own expenses. Then, continue reading to learn how much it costs to become a realtor.

1. Real Estate License Education

• Estimated cost: $119 to $2,000

When discussing real estate agent startup costs, we need to start with your state education. The first step to getting your real estate license is completing your state’s education course. The cost of real estate school ranges from $119 for Florida real estate prelicensing education to the high end of $1,599 for Ohio real estate prelicensing education, with the other 48 states falling in between. 

The mandatory hours on how much to become a realtor vary by state and range from 30 to 180. Most states allow you to take convenient online courses, while others still require you to attend in-person classes.

Pricing varies depending on the school you choose for your education. Some schools provide exam prep tools, like flashcards, videos, and practice tests. In some schools, these cool tools may cost a little extra, so you’ll want to explore a few to find one that fits your needs and budget.

If you’re looking for a high-quality online education, consider Colibri Real Estate. It provides prelicensing, post-licensing, continuing education (CE), broker prelicensing, and exam prep in most states nationwide. You can choose from various course formats like livestream and self-paced learning, so you can go at the pace that works best for you. Also, learn from their Career Hub, which offers blogs, articles, and resources to help you throughout your real estate career.

2. State Licensing Exam & Application Fees

• Estimated cost: $70 to $530

After you’ve completed real estate courses and passed your exam, it’s time to sit for your state’s licensing exam and fill out your application for licensure. Once you pass your state exam, you officially become a licensed real estate professional. 

So how much is it to become a realtor? Both the exam and the application come with fees that vary based on the state where you want to practice. Also, if your state licensing board requires notarized documents, you should add this to your expense sheet.

To give you an idea, here are selected states, along with their respective licensing exams and application fees:

• Exam fees range from $15 in New York to $100 in Wyoming.
• Arkansas and South Carolina have the lowest real estate license application fee of $50.
• Colorado real estate application fee will cost $485.
• Fingerprints and a background check cost as low as $12 in Utah and as high as $80 in Florida and Ohio.

3. Brokerage Desk Fees

• Estimated cost: $50 to $2,500 per month

If you want to close real estate transactions, finding a real estate brokerage to hang your license is another cost to become a real estate agent. Examine each brokerage’s compensation structure and see what expenses are covered. Some brokerages charge a desk fee for supplying you with a desk, office supplies, access to the copying machine, Wi-Fi, and conference rooms.

There are plenty of brokerages that don’t charge this fee but cover it with their portion of your sales commissions. Some brokerages charge from $50 to $2,500 per month, so it’s essential to calculate this toward your monthly expenses. So, make sure to interview multiple brokerages before deciding which one is the best fit for you.

Take a look at the estimated range of desk fees for these popular brokerages:

4. Sales Training Costs

• Estimated cost: $600 to over $2,000

There are many pros and cons to being a real estate agent, but sales training is the essential ingredient for your success as an agent. When considering brokerages, ask what sales training is available and if you are required to pay out of pocket. Some large franchises have professional development, peer coaching, mentoring, and sales training courses. 

However, you may have to pay for some training or real estate coaching, while other programs are free with your company affiliation. Paid sales training prices can range from $600 to over $2,000, depending on what the program includes. You can also pick up a book on real estate selling skills on Amazon—costing around $20 or less—to hit the ground running.

5. Errors & Omissions Insurance

• Estimated cost: $500 to over $1,200 per year

Most brokerages provide their real estate agents with errors and omissions (E&O) insurance. If you don’t remember from your course, this is liability insurance that covers you if you’re accused of negligence or mistakes during the transaction. If it is not company-provided or you want extra coverage, you will have to get a policy through an insurance company for around $500 to $1,000 per year. 

If you join the National Association of Realtors (NAR), you will get additional E&O insurance at a discount through your Realtor benefits. Not every real estate agent or brokerage is a Realtor member, so joining the NAR is a great solution to outweigh the costs.

6. National & Regional Board Dues

• Estimated cost: $200 to over $1,000

There’s no way around this. If your broker is a member of the NAR, you must also become a member and pay dues. You do have to join a local real estate board if you want to access the multiple listing service (MLS). A NAR Realtor membership has an annual fee of $156 and a yearly Special Assessment for the Consumer Advertising Campaign (SACAC) fee of $45. These fees are added to your local Board of Realtors fees, so you can pay them when you renew your annual board membership.

Here’s an example from the Miami Realtors board that shows board membership dues and what percentages of member dues cover. Dues vary by state and by the board you join. To join a board, your principal broker must hold a license in that state and be a member of the same board.

7. Multiple Listing Service

• Estimated cost: $20 and $50 per month

One expense you have to remember as you learn how much it costs to become a realtor is the multiple listing service (MLS). MLS fees and your board membership dues are typically between $20 and $50 per month. Access to your local MLS is the name of the game! It’s the piece that separates you from just someone off the street. 

With access to your local MLS, you can advertise, view, and schedule showings for listings in your area. It’s also an excellent marketing tool for listing appointments—you can show how it integrates with third-party sites like Zillow and Realtor.com.

Zillow Premier Agent is a program that provides buyer leads by location. There are various pricing tiers, and it works great for real estate agents seeking buyer leads. If you want to dominate your area as an agent working exclusively with buyers, it’s a great program to check out. Plus, Zillow constantly refreshes so prospects see the latest MLS updates and new listings, and they can see additions and changes shortly after you update them in the MLS.

8. Marketing & Advertising Expenses

• Estimated cost: 10% of their gross commissions

If you’re going to be an effective real estate agent, you’re going to need to invest in marketing and advertising. It’s essential to your survival in this business to get your name out there to attract leads consistently, so creating a marketing and advertising budget is crucial.

New agents should spend about 10% of their gross commissions on marketing and increase that budget as their business grows. Diversify and stretch your marketing budget with online advertising, such as Google and Facebook ads and email marketing. Print advertising can include direct mail, brochures, flyers, and local newspapers.

Join some networking groups to market yourself and generate new leads. Paid networking groups like Business Networking International (BNI) will cost around $600 to $800 annually, depending on which chapter you join. But, the trade-off is that you’ll be the only real estate agent in the group that handles your area, so your leads will come to you exclusively. Remember, if you’re making money from being a member of the group, then your return on investment (ROI) is worth the price tag.

9. Organization & Automation Tools

• Estimated cost: Free to over $300 per month

Customer relationship management (CRM) software is an excellent tool for automating and organizing contacts, lead generation, listings, and marketing, like your social media ads and email marketing. The cost of a real estate CRM can vary depending on the size of your team, features, and functionality. The price range can be from $0 to $300 or more monthly.

While there are many CRMs to choose from, check out the options we’ve highlighted below:

CRM Software	Features	Starting Monthly Pricing	Learn More
	14-day free trial Massive integrations Built-in features including texting, calling, and automations	$57 per user	Visit Follow Up Boss
	Visual drag and drop pipeline Customizable sales reports Activity reminders and reports	$24.00 per user	Visit Pipedrive
	Easy-to-use interface Unlimited document storage Landing page templates + tons of integrations	$49 per user	Visit Wise Agent
	Social media ads and blogging Content management system Drag and drop page editing	Free; paid plans starting at $18	Visit HubSpot

CRM Software	Features	Starting Monthly Pricing	Learn More
	14-day free trial Massive integrations Built-in features including texting, calling, and automations	$57 per user	Visit Follow Up Boss
	Visual drag and drop pipeline Customizable sales reports Activity reminders and reports	$14.90 per user	Visit Pipedrive
	Easy-to-use interface Unlimited document storage Landing page templates + tons of integrations	$49 per user	Visit Wise Agent
	Social media ads and blogging Content management system Drag and drop page editing	Free; paid plans starting at $18	Visit HubSpot

We’ve done a lot of research on real estate CRMs and have plenty of additional information. You can check out our article on the best CRMs and even our article on the best free CRMs to find the one that’s right for you. We always say, the best CRM is the one you’ll use. So, there’s no one perfect CRM. Dig into our resources, find one you feel comfortable using, and get started. 

10. Business Operating Expenses

• Estimated cost: $1,300 to over $2,000 per month

When you become a real estate agent, you’re essentially starting your own small business. Your brokerage carries some of the overhead since you work under its umbrella, but you’ll be responsible for deductible expenses and must pay Social Security and federal and state income taxes on your earnings. You definitely should consider hiring an accountant or tax preparer, so you’ll want to add that to your business expenses.

Other miscellaneous average monthly expenses are the following:

• Internet: $30.92
• Mobile plan: $127.10
• Health plan (for a single person): $560
• Travel expenses: $140
• Income taxes: $661

You can also fund a Simplified Employee Pension Plan Independent Retirement Account (SEP IRA) to contribute a percentage of your net self-employment income into a retirement plan and find a health insurance policy. Some additional operating expenses include meals, travel, real estate “for sale” signs, name riders, cell phones, and internet service. According to the NAR, Realtors’ most considerable business expense is $1,710 for vehicle costs.

Check out our Top 15 Real Estate Agent Tax Deductions to make sure you’re taking advantage of as much savings as possible.

11. Continuing Education

• Estimated cost: $15 to $400

Every state requires real estate licensees to take continuing education every few years to renew their licenses. Pricing depends on the school, how many CE credits the class is worth, and whether you’re buying a bundle, package, or individual class. Individual classes cost around $15, while bundles and packages cost $400. Free CE courses may be offered periodically through your local board, brokerage, or the NAR. The required hours differ from state to state, as does the curriculum.

Online real estate schools offer packages that include CE classes, study aids, career resources, and access to instructors. Classes are offered in person, on-demand, or livestream, so you can find something to fit your schedule. McKissock Learning is an excellent resource for finding state-approved CE classes. It provides online CE packages and individual classes for most states.

12. Time Investment

• Estimated cost: $0

We know you’re asking, “How much does it cost to become a realtor?” to find out how much money we’re talking about. But you can’t skip the time investment you’ll make kick-starting your real estate career. Time is money, so you want to create a strategy to account for the time it takes to complete your tasks. 

Your time is a hidden cost of being a realtor, and you need to know how much time you’re spending and where. In the first year, it’s a lot of work to generate sales, but once you’re an experienced real estate agent, you can outsource some of your tasks and focus on your clients.

According to our own proprietary salary database tool, the nationwide average hourly rate for real estate agents in 2024 is $43.51. You could earn more or less, depending on where you live, your commission rate, and the number of properties sold. To calculate your time investment, track your weekly or monthly working hours and divide it by your annual gross commission or your GCI.

Check out our article 10 Best Cities For Real Estate Agents to see what agents earn in different parts of the country. Use that salary information to calculate your hourly wage. Remember, if it can be done for less money than your hourly rate, you should hire someone else to do it so you can focus on what you do best.

Frequently Asked Questions (FAQs)

Is it hard to make money as a Realtor?

How do I start a successful real estate career?

Is real estate a stressful job?

Bringing It All Together

How much does it cost to be a realtor? Becoming a real estate agent costs a bit of money, especially when you’re first starting. The average cost to become a real estate agent varies by state and where you choose to invest, whether it’s a high-end website, coaching, desk fees, or social media marketing. There are so many factors to consider that it’s hard to state an exact amount or range. In a nutshell, you should account for your real estate education, licensing, brokerage fees, marketing, advertising, and operating expenses. Stick to a budget and invest wisely, and you can become a rock star real estate agent with a rewarding and lucrative career.

The post How Much Does It Cost to Become a Realtor? appeared first on The Close.

Photography Fails

1. House Flipping?

Why it’s bad: The photo was uploaded to his MLS without verifying the photos were in the upright position.

Fix: When adding photos to your listings, make sure you get them uploaded correctly before you push that publish button.

2. Virtual Staging Gone Rogue

Why it’s bad: if you’re looking for weird real estate photos, virtual staging is the ticket. The virtual staging in this photo obviously was not done by a professional and looks that way. 

Fix: If you want to use virtual staging, use a professional company like Apply Design to make sure it looks realistic. And make sure your photos are well-lit, professional photos before you add virtual staging.

Pro Tip: Get results like THIS for just $7 per photo.

With virtual staging companies charging $30 to $100 per picture these days, most agents only use them for luxury listings. Sure, there is DIY staging software out there, but most are a pain to use, and the quality is awful. That is until Apply Design came along.

Apply Design is the first DIY virtual staging software that is easy to use, easy to get professional-looking results from, and, best of all, affordable enough for any agent. They even have a 100% money-back guarantee, and you can stage your first room for free.

3. Blurred Lines

Why it’s bad: This photo is so blurry it’s unrecognizable. It looks like it was blurred for the protection of the seller.

Fix: When adding photos to your listings, don’t upload any photos that are so low quality that no one can see them.

4. A Fracture in Space

Why it’s bad: It’s difficult to make out exactly what’s going on in this photo. Is it a portal in the space-time continuum? Hard to say for sure.

Fix: This photo could use a little context. Reflections in the glass are creating a bizarre effect that could really throw off potential buyers. Get more of this room in the lens. 

5. Rex Discovers a Portal to Another Dimension

Why it’s bad: Aside from the fracturing of the space-time continuum, there probably shouldn’t be a dog’s head in the photo.

Fix: This is more careless than anything else. If your photo looks like this, take another one while holding the camera still long enough for it to finish collecting the image.

6. My Selfie Stick Makes This Easy

Why it’s bad: Just what everyone wanted to see—your head in front of the sofa.

Fix: OK, I’m going to be blunt—if you don’t know how to use these properly, please don’t. It’s called a selfie stick because it puts you in the picture. You don’t need to be in any of the listing pictures, so just don’t.

Staging and Decor Disasters

7. Living Inside a 90s Taco Bell

Why it’s bad: This room is filled with color—so much so that a potential buyer might be overwhelmed and miss the features of this home.

Fix: Your sellers don’t have to do a complete overhaul of their home for it to sell. But you can use your knowledge of home staging basics and help them cut down on some of the clutter to minimize the sensory overload.

8. Eat More Chicken

Why it’s bad: Let’s just be honest—everyone has their weird kinks, and that’s perfectly fine. But when it’s time to sell, you probably don’t want to advertise those kinks to the whole internet.

Fix: Before you list a new property on the MLS, you might encourage your sellers to invest in some paint to get the home back to a more neutral tone.

9. The Corpse Dino

Why it’s bad: Again, we all have our idiosyncrasies and bizarre hobbies. But there’s no need to broadcast them to the world.

Fix: As an agent, when you tour a room like this with your sellers, you should look at it as the perfect opportunity to discuss what “declutter” means.

10. Grecian Sanctuary

Why it’s bad: You have to wonder how they get the toilet lid to stay open if they need to sit down. And just how bad is someone’s aim if you need that much plastic on the floor?

Fix: Sure, this is just another example of DIY home design gone wild. But you can coach your sellers to remove some of the extra, including the plastic sheet on the floor before picture day. 

11. Too Many Options

Why it’s bad: It’s great to have options when using a washroom, but this one is actually overwhelming. Why are there two (or is it three) toilets? And only one roll of toilet paper?

Fix: The angle on this image does not do this bathroom any favors. 

12. Zero Gravity

Why it’s bad: This listing definitely deserved two images. First, it’s a million-dollar listing, but it’s also one of the most cluttered homes ever. There is a mannequin hanging from the ceiling in not one but two separate images. The realtor said the buyer of this home would be able to see the forest through the trees. Seriously, this whole listing is chock full of funny real estate photos that will have you scratching your head.

Fix: It’s important to help your sellers understand the importance of depersonalization. Please have this conversation with them.

13. It’s About Damn Lime

Why it’s bad: In a minute, I’mma need a bucket o’paint! I had a listing for a room painted this color once. No buyers could get past it. 

Fix: I can’t tell you how many buyers said, “Just show us—we can look past [insert bad house feature here],” but then balked when I showed them the home. Don’t believe your buyers. Don’t show homes that are not show-ready. But when you do, use virtual staging to show buyers how a little paint can work some magic.

14. Under the Sea

Why it’s bad: There’s just no accounting for people’s taste. But that doesn’t mean you have to put it on display. 

Fix: No doubt about it, this floor needs some creative photography best left to the pros. And quite possibly a flooring allowance.

15. Just Add Glitter

Why it’s bad: This bathroom definitely needs more sparkle … and a toilet paper roll holder!

Fix: There’s so much color in this tiny bathroom. Certain colors can make a space feel even smaller, while others can help open up a tight space. You might encourage your sellers to paint this bathroom a color that adds some area.

16. Some Like It Ugly

Why it’s bad: Are you listing a funhouse? There are so many colors! It may be a lot to ask your sellers to remove all the clutter and repaint.

Fix: It may be a lot to ask your sellers to remove all the clutter and repaint the house, but you should definitely give it one helluva try. Or at least consider some virtual staging and a paint allowance. 

Unexpected Occupants

17. Send in the Clowns

Why it’s bad: There is a lot going on in this image, not the least of which is the 4 ft. clown statue in the corner. Some of the most awful real estate photos feature really creepy clowns.

Fix: Have thorough conversations about neutralizing the home to provide potential buyers with fewer distractions.

18. Life on the Serengeti

Why it’s bad: You’ll notice there are many images on this list with a lot going on, like this photo filled with taxidermy from exotic lands.

Fix: Sit your sellers down and encourage them (strongly) to minimize the clutter in the home. Offer to help them find a storage location to house their many prized possessions that might detract from buyers focusing on the home rather than their collection.

19. Master of Multitasking

Why it’s bad: Clearly, this seller is a DIY type, based on this terrible real estate photography.

Fix: Your MLS photos should not have anyone in them, especially if they’re actually sitting on the toilet. Pop for some professional photos to make sure the job’s done right.

20. Mane Entry

Why it’s bad: Why would anyone snap a photo before the horse was out of the way?

Fix: Photography for your listing should not be taken so carelessly. Plan out your photo shoot, make sure you have great lighting in every room, and clean up any extraneous items so your photos are clean and show the home in its best possible light.

21. Holy Cow!

Why it’s bad: How lonely do you need to be to install this oddly well-dressed, life-sized creature in your home? And why is it there for photos?

Fix: It’s highly recommended to be present when your listing is scheduled for photos. Perhaps if this agent had been present, they could have moved Mrs. Heifer to the other room while this pic was taken.

22. Photo Bomb

Why it’s bad: Sure, dogs are amazing, and no one loves them more than I do. But this dog takes the cake! How in the hell did he even get up there?

Fix: As cute as this little guy is, he’s just another distraction taking away from the house. When taking photos, make sure you don’t accidentally capture a lovable mutt in the frame. And I suppose you should look up as well.

Structural and Design Oddities

23. M.C. Escher Fanboy Homebuilder

Why it’s bad: The photo isn’t the problem here; it’s the home itself. (Where are all those steps going?)

Fix: Every home you list won’t be magazine-worthy. All you can do is make the best of what you’re working with. Treat every listing equally, and make sure you’re doing all you can to showcase the best features. Find clever ways to highlight the positives!

24. Bed, Bath, and Be-gross!

Why it’s bad: It’s hard to know where to begin with this photo, but it will probably be the bunk bed over the tub.

Fix: If you absolutely must list a photo like this, at least make sure it’s tidy. And you should probably get creative with your listing description.

25. I Can Really See Myself Living Here

Why it’s bad: Why anyone would want to see an infinite number of themselves on the toilet or naked in the tub is beyond me. Anything with this many mirrors ranks up there with bad real estate pictures that you probably can’t fix.

Fix: Hire a professional photographer. Hopefully, they’ll have a few creative ways to shoot this room to tamp down the effects of all those mirrors.

26. Outdoor Facilities

Why it’s bad: No matter how you look at this photo, it’s not showing anything positive about the house.

Fix: For the love of all that’s holy, please don’t take a picture of the house with someone taking a piss right on the side of it! Just no.

27. For Emergency Evacuations Please Use Stairs

Why it’s bad: Not sure who thought this was a good place to install a bathroom, but here we are.

Fix: Because of the refracted lighting, the toilet is overexposed while the corner with the sink is dark. Make sure your lighting is balanced, or correct it in post.

28. Fertility Window

Why it’s bad: This home’s unique structural design conjures intriguing thoughts. Amirite?

Fix: When your listing has unfortunate features, the best way to offset them is to get images from different angles that de-emphasize the issues. Best left to the pros.

Cleanliness and Clutter Issues

29. Where’s the Remote?

Why it’s bad: Let’s face it—not all of your sellers are going to be the cleanest. But you should not broadcast that information to the entire internet.

Fix: This is the perfect situation where you will benefit immensely from offering to pay for a cleaning service for your sellers.

30. This is Where I Like to Go to Cry

Why it’s bad: Listing photos should give viewers a feel for what it’s like inside the home while showing off its best features. Not sure if this one gives that vibe.

Fix: When shooting photos and videos of your listing, don’t let obstructions get between your viewer’s eyeballs and the space.

31. Elder Enclosure

Why it’s bad: To be completely honest, I’m not sure why this pic would even make it to your actual listing.

Fix: When choosing images for your listing, it’s important to ask yourself, “Will this photo help me sell this house?”

Inappropriate or Bizarre Content

32. Fire Sale

Why it’s bad: I don’t know where to start. An image of a home on fire in the MLS? That’s got to be up there among the most terrible real estate pictures ever, right?

Fix: Listing photos should highlight the home’s best features. Show your listing in its best light.

Fix: When adding photos to your listings, don’t upload any photos that are so low quality that no one can see them. 

33. No Realtor Needed

Why it’s bad: Anything that detracts from the home’s features should be eliminated.Fix: This is what happens when sellers think they can sell their home as easily as any agent. Check out the Zillow FSBO listings, and you’ll find a veritable gold mine of sellers out there who desperately need your expertise.

Pro Tip: Spend a few minutes scrolling through any FSBO site, including the FSBOs on Zillow, and you’ll learn just how horrible 99% of FSBO marketing is. When you finish scrolling (and laughing), our best FSBO scripts article will be waiting for you.

34. Valley of the Dolls

Why it’s bad: It’s the one lying on the ground like she’s in a 90s music video for me.

Fix: Again, when there’s so much stuff in a room that it distracts the buyer from the home’s features, it needs to go. Help your sellers find temporary storage for their bizarre collections.

35. Percy Jackson

Why it’s bad: This house is really gorgeous. The female rabbit statue is a little questionable, but the minotaur in the hallway is haunting my dreams!

Fix: Any potential buyers would naturally be scared away if they saw this image in the MLS. Stage the home tastefully and remove distractions like this monstrosity.

36. It’s a Jungle out There

Why it’s bad: Now might be a great time to discuss curb appeal.

Fix: As a listing agent, you’ll want to make sure this doesn’t happen to your listing. Hire a landscaper to keep the jungle trimmed and neat.

37. Target Your Audience

Why it’s bad: Do I really need to explain why this photo might turn off buyers? 

Fix: Humans are interesting, with lots of interesting hobbies. But maybe some things should only be known by those closest to you. Pack up the gun collection for pictures and showings, just to be on the safe side.

38. This Could Have Been So Much Worse

Why it’s bad: It would be kind of funny if it wasn’t so horrifying at the same time.

Fix: Don’t have your naked seller take photos of your listing. Not to mention, the lighting in this bathroom is really bad.

39. Stunning Art

Why it’s bad: The lighting is good, the bed is made, what could possibly…??? Oh, that!

Fix: I’m all for embracing sexual exploration. But when you put your house on the market, you might want to tone down anything that could embarrass buyers who come through your home. They’ll be so stunned, they’ll walk away from your listing without any further consideration.

40. Lifestyle Goals

Why it’s bad: This photo is a blatant abuse of Photoshop and really bad graphic design and should be avoided at all costs.

Fix: In all seriousness, what exactly does this photo have to do with this house? That pool certainly doesn’t come with its own dolphin-riding agent. It’s just silliness.

41. Slow Market

Why it’s bad: “What’s your average number of days on the market for listings?” 

Fix: You gotta love people’s senses of humor. While this skeleton will make some people laugh, it could also upset others. It’s best not to use the MLS for your (or your seller’s) practical jokes. 

42. Thoughtful Closing Gift

Why it’s bad: This would be a perfectly lovely image of this little cottage if only Baxter had gone earlier when we made that stop.

Fix: I feel like a broken record, but listing photos should not be some offhanded thing you do just as you’re leaving the property. Make sure your images are free from distractions (and debris).

43. Stock Photo

Why it’s bad: It’s the juxtaposition of the stockade footboard, complete with leg restraints, against the Stitch-themed bedspread for me.

Fix: If you come across a situation where too much of your sellers’ sex life is on display, you might try to find creative ways to disguise it. For example, I may have removed the leg restraints and covered the footboard with an afghan so it’s less obvious. Just my thoughts after staring at this photo for longer than I care to admit.

44. Too Intimate?

Why it’s bad: “The painting on the wall is custom art …”

Fix: Not everyone’s taste in art will be the same. For many, this intimate portrait of a birth may be off-putting. Best to remove it for photography and showings. Agree?

45. Nightmare Listing

Why it’s bad: Can you imagine seeing this as a potential buyer on the MLS? I mean, the lighting is atrocious!

Fix: But seriously, don’t be this agent. This photo is only causing serious anxiety for most of the viewers who encounter it. It does nothing to help sell the property. 

How to Get the Most From Your Real Estate Photos (And Never End Up On This List!)

Look, I get it. Taking Instagram-worthy pictures of creepy and cluttered houses isn’t easy. But a listing is a listing, right? So if you want to actually sell the property, you’re going to have to do your best to present the house in its best light. And maybe not every listing needs professional photography, although that’s a debatable topic for another article. Here are six simple tips to take better pictures of visually challenged homes.

Tip 1: For the Love of All That Is Holy, Put the Toilet Seat Down!

One of the first things I learned from my professional real estate photographer is to put the toilet seats down before you snap those photos. My photographer went through the house and made sure they were all closed before he took even one photo. So, before you start clicking, go through the house and close all the toilet lids, regardless of everything else that might be wrong.

Tip 2: Offer to Pay for a Decluttering & Cleaning Service

A dirty house filled with junk is always going to be the last one buyers schedule a tour to see. That means your listing will sit on the market longer, and you might need to lower the price to get the house some love. So if your homeowner refuses to clean or move the Star Trek collection to the garage, consider paying out of pocket to get the job done.

Tip 3: You Don’t Need to Show the Weirdness

I’ve already touched on this, but everyone has their own weird things. But there are exactly zero reasons to upload pictures of your homeowner’s weird belongings to Zillow. Try to convince your sellers to move their personal stuff to a storage unit while you’re trying to sell the home. Offer to pay for a storage unit if you have to. But remind them of the objective—depersonalize so buyers can see themselves in the home, not the sellers.

Tip 4: Resist the Urge to Edit Your Own Pictures

Unless you’re a professional editor, editing your own listing pictures is never a good idea. It is absurdly easy to make a mediocre picture worse, and you can hire a professional editor for a small fee. So do yourself a favor and leave it to the pros. You’ll thank me later.

Tip 5: Use a Professional Virtual Staging Service or App

Be extremely careful with virtual staging. It’s so easy to overdo it and make your listing photos look ridiculous. Hire a professional or use a company that specializes in real estate virtual staging. Sure, it’s a little more expensive than professional photo editing, but it’s always a great investment when trying to get a challenging home sold. You have so many more options today, with more coming in the near future. 

Tip 6: Learn the Basics of Photography

If you insist on taking your own pictures instead of hiring a photographer like every successful real estate agent, at least take a few hours to learn the basics. Professional real estate photography is not easy, but it’s also not as hard as you think it is. Check out our deep-dive guide on photography to learn how to take pictures that won’t end up on this list.

Bringing It All Together

Have some unbearably bad real estate photos to share or a real estate photography tip that works every time? Send it to us at hi@theclose.com or share it with us on Instagram via @theclosedotcom. Use the hashtag #realestatepictastrophes 

The post 45 Bad Real Estate Photos Agents Actually Posted (+ How to Fix Them) appeared first on The Close.

What Are Real Estate Hashtags, Anyway?

Hashtags for real estate are words or phrases preceded by a # sign (otherwise known as the pound sign), which agents and brokers use as part of their real estate social media marketing strategy on sites like Instagram, Facebook, LinkedIn, TikTok, Twitter, LinkedIn, and Pinterest to categorize posts into various topics. 

When you use a hashtag, your words or phrases become clickable. Users can then click on hashtags to see all posts on a given topic or tag their posts to make them visible to other users interested in their topic of choice.

Why Should I Use Hashtags?

Real estate hashtags can elevate your content and boost your exposure in several ways. 

• Increase visibility: Social media’s a jungle! But with the right hashtags, your brand will shine like the sun bouncing off a mirror. Use hashtags to get seen and noticed.
• Target your message: No shooting in the dark. Tailor your hashtags to hit your exact target audience.
• Strengthen brand identity: Consistent hashtags for realtors build a recognizable presence online over time.
• Boost engagement: Hashtags can be conversation starters. Use them to connect, chat, and get people talking about specific topics, answers to questions, or your listings.
• Stay current: Hop on trending real estate hashtags to show you’re in the know. It’s a chance to shine as the go-to real estate pro!

The 107+ Top Real Estate Hashtags for 2024

OK, now that you know the basics, let’s get down to why you really came here: The real estate hashtags!

While you may be tempted just to copy and paste our list and go right back to scrolling through the MLS, that would be a mistake. After all, great hashtags can be incredibly useful for getting your social media marketing off the ground, but learning how to use them is just as important as the hashtags themselves.

So copy and paste if you must, but come back to learn some powerful hashtag strategies to level up your followers on Twitter, Instagram, TikTok, and Pinterest. 

Busy helping clients? Leave your social media presence & hashtag strategy to the experts at Coffee & Contracts.

General Real Estate Hashtags

These hashtags should be used for most of your real estate posts. You can tailor these and use a different group of these hashtags for different types of posts. For example, I would use #realtorlife when I post anything about my everyday grind, like running around putting up open house directional signs.

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• #broker
• #brokerage
• #emptynest
• #foreclosure
• #greatvalue
• #homegoals
• #homes
• #housegoals
• #househunting
• #HUDhome
• #ICNY/#ICLV
• #instalisting
• #instarealestate
• #investmentproperty
• #listing
• #locationlocationlocation
• #luxuryliving
• #luxuryrealestate
• #makememove
• #mansion
• #NAR
• #realestate
• #realestatebroker
• #realestateagent
• #realtorlife
• #Realtor
• #realty

Listing Hashtags for Real Estate

If I’m posting to promote a new listing, that’s when I would use these real estate hashtags. You shouldn’t use all of them—only the relevant ones to the particular listing you’re trying to promote.

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• #beachliving
• #brownstone
• #bungalow
• #caprate
• #cashcow
• #catfriendly
• #closetothebeach
• #colonial
• #coastalliving
• #condo
• #coop
• #curbappeal
• #dogfriendly
• #dreamhome
• #eatinkitchen
• #fixandflip
• #frontporch
• #homeforsale
• #homesforsale
• #houseforsale
• #househunting
• #justsold
• #luxurylistings
• #luxuryproperty
• #luxuryrealestate
• #marblecounters
• #midcenturymodern
• #newlisting
• #inlawsuite
• #newlisting
• #offmarketinlisting
• #offmarketlistings
• #openhouse
• #parking
• #petfriendly
• #pocketlisting
• #pool
• #renovated
• #selling
• #shotgunshack
• #starterhome
• #townhouse
• #turnkeyinvestment
• #twofamily
• #Victorian
• #virtualtour

Neighborhood Hashtags

These neighborhood real estate hashtags are great to use when you want to make your marketing more granular. Using these ultra-specific hashtags will help you attract the attention of potential buyers interested in your area.

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• #{closest big city} + homeforsale (ex: dallashomeforsale)
• #{closest big city} + life
• #{closest big city} + living
• #{closest big city} + realestate
• #{closest big city} + realty
• #{your neighborhood} + {style of home} (ex: tampacondo)
• #{your neighborhood} + homeforsale
• #{your neighborhood} + life
• #{your neighborhood} + living
• #{your neighborhood} + realestate
• #{your neighborhood} + realty
• #adu
• #closetothebeach
• #downtown
• #greattransportation
• #HOA
• #lifestyleliving
• #marblecounters
• #midcenturymodern
• #motherinlawsuite
• #multigenerationalliving
• #newlisting
• #offmarketlistings

Branding Hashtags for Real Estate

Use these hashtags to promote your own unique brand. You can easily use your brokerage or even your specific niche. But create some hashtags that are completely unique to you and your brand.

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• #yourbrokerage
• #realestateexperts
• #referrals
• #{your personal brand} for example, Sue Pinky Benson’s brand is #pinkyknowsnaples
• #reducedfee
• #discountbroker
• #{your farm area} + expert
• #{your farm area} + brokerage
• #{your farm area} + {your personal branding}

Fun Real Estate Hashtags

These will probably not be used as often as the other hashtags on this list. But if you have a chance to add one of these to your list of hashtags on any post, jump on it. These are only a few of the different fun real estate hashtags you can use. They change frequently, so do a fresh search from time to time to make sure you catch the latest trends.

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• #bringthedog
• #callnow
• #condogoals
• #freecookies
• #freewine
• #justRealtorthings
• #motivationmonday
• #poochfriendly
• #riseandgrind
• #thursdaythoughts
• #wontlast

Best Practices: How to Use Realtor Hashtags on Social Media

OK, so far we’ve covered the basics and given you a ton of top real estate hashtags. Now, let’s go over some crucial best practices so you can actually use these hashtags to close more deals in 2024.

Tip 1: Run A/B Tests to Grow Engagement

Hashtags are helpful to get exposure, but they won’t make your posts go viral. If you truly want to create posts that resonate and create engagement, you can seek answers from your audience and then run A/B tests to find out which ideas get the most engagement. Keep testing until you find what your audience is most interested in, and lean into that.

Tip 2. Limit the Number of Hashtags

While Instagram allows up to 30 hashtags, you shouldn’t go crazy with them. Consider following some successful Instagram accounts to get some great ideas for your marketing. When there’s really no set number of hashtags to use in your posts, consider the following advice:

• Use hashtags that are relevant to your post
• Monitor which hashtags are being used by your fans
• Use a mix of common and more obscure hashtags
• Create your own branded hashtag
• Keep the number of hashtags to between three and five
• Don’t use overly generic hashtags

Also, there are some things you should avoid:

• Don’t use unrelated hashtags 
• Don’t use overly generic hashtags
• Don’t use too many hashtags—more will not help you get more attention

Tip 3. Use Hashtags That Target People in Your Farm Area

The only way your social media posts will help you sell more houses is if they get in front of people who live in or want to live in your farm area. It’s more important to be intentional with your real estate Instagram posts. Using one to three local hashtags for realtors should get the job done.

Tip 4. Highlight Your Listing’s Best Features With Hashtags

Another great way to use real estate agent hashtags is to show off the cool features of your listing, or maybe several listings you love.

For example, you might want to include hashtags like #fireplace, #countrylife, or #farmhousestyle for a secluded listing in the country, or maybe something like #duplex, #lifestylegoals, or #industrialchic for a new loft development downtown.

Tip 5. Find Trending Real Estate Hashtags

Hashtag trends can change over time. New hashtags emerge while others fade and lose their power. But there are plenty of ways to stay on top of the trends and stay relevant with your followers. Start with a manual search. Simply put the main term you’re trying to find hashtags for in the search box. You should be able to find a list of related hashtags below the results.

You can also use the Explore feature in the sidebar on Instagram and Twitter.

Since social media sites are created to be social, using popular hashtags that your audience or competition uses can get more (local) eyeballs on your content. So, how exactly do you determine which keywords your audience and competition use on social media? Simple—you spy on them.

Tip 6. Save Commonly Used Real Estate Hashtags to Copy & Paste Into Your Posts

Once you figure out which hashtags to use on a regular cadence, save yourself some time and wrist pain by copying those hashtags somewhere you can access them easily, like your Notes app. Here are a couple of templates you can copy and paste—then add your personal hashtags, specific home features if you’re highlighting a listing, and one or two local hashtags to really make your posts shine.

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Template 1: New Listing

#realestate
#houseforsale
#dreamhome
#househunting
#realestateexperts
#housegoals
#{yourlocation}
#{somethingspecifictothehouse} Ex: #outdoorkitchen
#{yourbrandedhashtag}

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Template 2: Luxury Listing

#luxuryrealestate
#luxuryliving
#makememove
#mansion
#dreamhome
#housegoals
#takemymoney
#{yourlocation}
#{somethingspecifictothehouse} Ex: #reflectingpool
#{yourbrandedhashtag}

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Template 3: Open House

#openhouse
#newlisting
#dreamhome
#househunting
#wontlast
#freecookies
#mustsee
#{yourlocation}
#{somethingspecifictothehouse} Ex: #backyardoasis
#{yourbrandedhashtag}

Tip 7. Have Fun & Show Off Some Personality

One of the biggest mistakes we see real estate agents make is using hashtags like filing a book in the library. While you do need to make sure your hashtags help categorize your posts, it’s important to remember that your audience can see them. The last thing you want is to come across as a bore.

So have some fun with hashtags. You might try sprinkling in some hashtags just to describe your mood (#happy) or to congratulate a coworker or friend on a promotion with #crushingit. Holidays, the Super Bowl, and fleeting trends are also great excuses to not just categorize your posts but also show off your personality.

Real Estate Hashtag Strategies for Every Platform

Real estate hashtag strategies don’t vary much between platforms. But here are a few quirks with how each platform handles hashtags that are worth noting.

Instagram

Instagram allows users to follow hashtags. While this might not seem very significant, it can actually help you build a regular audience for your IG content.

You can also add hashtags to your Instagram bio. Local and popular real estate hashtags work great, but consider creating your own unique hashtag (like #pinkyknowsnaples) for your personal brand. Then, encourage your audience to follow you.

Facebook

Instagram and Facebook may both be owned by Meta, but the strategy for using hashtags on each platform differs. Facebook business pages are still used heavily by agents to promote listings and branding. Most people who are in the market to buy and sell also still use Facebook regularly, in fact, Facebook users are expected to increase between 2024 and 2028 by 12.6 million users to reach 262.8 million. That’s a lot of eyeballs! So, ignoring Facebook in your social media marketing is a big mistake. 

Facebook for real estate is a smart play for promoting listings and personal branding. It’s also a great place to get hyperlocal with your hashtags. Searching hashtags isn’t as easy or productive as on Instagram, and you can’t follow hashtags on Facebook, but it’s still worth including relevant hashtags on your #openhouse or #justlisted posts. And include those fun hashtags that describe your brand, like #littlemissrealtor, or as Michele Bee Bellisari does here, #soooboca.

TikTok

Hashtags are crucial to finding content on TikTok. Luckily, though, the strategy is very similar to other social media platforms. Hashtags sort content so that it finds the right audience. 

Trends are big on TikTok, even for real estate agents, so take advantage of what’s happening in the moment. For example, TikTok loves a hashtag challenge. Challenge your audience to create their own content—like a video of their favorite part of their home—and use your branded hashtag.

TikTok is also an excellent place to showcase stunning listings. A short video tour or a video highlighting what makes it special or unique can help build an audience. Remember, TikTok is supposed to be fun, imaginative, and very interactive, so have some fun with these.

TikTok often categorizes content by location, so be sure to add your local hashtags.

X: Formerly Twitter

The only real difference between using hashtags on X and Instagram is that hashtags count against your total word count on X. This is fine if you’re just posting a picture, but it can be a pain if you have a lot you want to say.

X makes finding popular local hashtags easy. To the left of your feed, there is an ever-changing column called Explore. This column shows popular and trending topics tailored to your content, current events, and the people you follow. Since you post a ton of real estate content, keep tabs on real estate-related X feeds, and follow local accounts, that little sidebar is your new best friend.

LinkedIn

If there’s one place that most real estate agents should post but don’t, it’s LinkedIn. After all, unlike other social media platforms like X, Facebook, and Instagram, there are way fewer shiny objects to distract your leads from your content. LinkedIn is a platform for professional development, so it dictates a more serious, business-like tone for your content.

Keep in mind that your audience may be smaller, and not everyone is going to check LinkedIn multiple times per day the same way they scroll Instagram. 

When posting on LinkedIn, consider your audience. It’s probably not the best platform for your funny memes or lifestyle posts. Instead, consider sharing some of your real estate expertise through a market update, inspirational quotes, or your take on a current topic.

Pinterest

Pinterest, on the other hand, is a different animal entirely. Instead of focusing on social interaction and engagement, Pinterest works like a visual search engine. Think of it as a Google image search that you can curate.

While you have 500 characters to use in your pin description, hashtags do count toward that total, so don’t overdo it. Four or five should be enough. Also, the first four hashtags show up beneath your pin in a search, so don’t save the best for last! Find popular or local hashtags on Pinterest by searching #yoursearchterm in the Pinterest search bar.

YouTube

Oddly, many agents don’t think of using hashtags in their YouTube videos—to their detriment. Did you know you can increase your video views by adding a few local hashtags to your videos? It’s true! When you add local hashtags to the description of your videos, the hashtag becomes a hyperlink, and your video is categorized by your local area. It also helps your videos get found when viewers are searching for information about your locale.

Pro Tip: While this strategy is not an actual hashtag, geotagging can boost your hashtag game. Just tag your location with the geo-tagging feature in your post.

Generate Real Estate Hashtags With AI

Still stuck? Try using a generative AI platform to create hashtags for you. AI tools like ChatGPT have a unique advantage—they’re designed to analyze current real estate trends and generate hashtags that appeal to a wide audience. 

Whether you’re posting a new listing, sharing some educational bombs, or updating your followers on the latest market insights, simply input your information and desired platform into the AI tool. It can craft a post for you, complete with relevant emojis and hashtags.

How to Use AI to Generate Your Hashtags

• Open your favorite AI platform (ChatGPT, Claude, Copy.ai, etc.)
• Provide context about your post:
  • Type of content (listing, market update, tips, etc.)
  • Property details (if applicable)
  • Target audience
  • Social media platform you’re using

• Ask the AI to generate relevant hashtags
• Review the suggestions and select the most appropriate ones
• Consider asking the AI to refine or expand on certain hashtags
• Use the chosen hashtags in your social media post
• Track performance and adjust your strategy as needed
• Keep successful hashtags where they can be copied and pasted for future posts 

Bringing It All Together

Building a brand on social media is a crucial part of most agents’ marketing plans. But it doesn’t have to be hard or boring. Hashtags are a great way to make social media work for you.

Do you use a great real estate hashtag that you want to share? Looking for more help using them? Let us know in the comments!

The post 107+ Top Real Estate Hashtags: Instagram, Twitter & More appeared first on The Close.

But, for all its perks, working with first-time homebuyers can also be tricky. There are many obstacles, and you’ll probably have to spend a lot of time educating your buyers. I’ve put together this list of 17 first-time homebuyer tips to share with your clients so they can avoid the mistakes that can cost them their dream home.

Before Your First-time Homebuyers Start House Shopping

More than likely, your clients, dreaming of buying a house for the first time, have scrolled through Zillow like a social media feed for quite a while before contacting you. Prepare them for the process by helping them tackle these steps, so you don’t waste time showing properties they’re not interested in or qualified for.

1. Determine If They’ve Saved Enough Money

There are so many costs involved in purchasing a home that most first-time homebuyers aren’t even aware of. Want to share some excellent advice for first-time home buyers? Sit down and explain these costs to them:

• Down payment: Unless they’re using one of the few loan programs that don’t require it, they’ll most likely need a substantial amount for a down payment, typically 5%–20% of the purchase price. If they need it, there are some available down payment assistance programs that you can educate them on.
• Closing costs: Buyers should plan to pay 3%–4% of the home purchase price for closing costs. You can help your buyers by negotiating a seller’s concession to pay part of the closing costs.
• Realtor fees: Ensure your buyers understand their responsibilities for covering commissions and fees. Explain the recent changes in transparency on agent commissions and how you can still negotiate to have the sellers cover these costs along with additional fees.
• Repairs, upgrades, and furnishings: No home will be perfect, and your buyers may need to prepare for the costs of repairs or upgrades. Let them know they may need to customize some things to make their home their own after they close.

Start by sharing this Home Buying Checklist, which lays out the foundations of the homebuying process and is full of first-time home buyer tips. It will help them kick off their homebuying journey the right way.

2. Help Your Buyers Establish How Much House They Can Afford

It’s easy for your buyers to get caught up in the excitement of home ownership without thinking through the realities. As a professional buyer’s agent, you should educate your buyers on how much they’ll actually pay each month—including their loan principal, calculated interest, property taxes, home insurance, private mortgage insurance (PMI), and homeowners association (HOA) fees, if applicable. Their monthly payment should be 25% or less of their monthly income.  

Give your buyers access to this mortgage calculator to estimate their monthly expenses.  

3. Encourage Them to Check Credit Scores

Let your buyers know credit scores are an important step to home ownership. Most mortgage lenders won’t take a credit score below 600, so your buyers need to know where they stand. If their score isn’t quite where it needs to be, let them know how to improve it and maybe hook them up with a lender who specializes in working with buyers who need guidance.

4. Persuade Them to Shop Around for a Mortgage

Honestly, one of the best tips for any client buying a house is to shop for the right lender. Keep a list of some of the best lenders. You may have different lenders for different types of clients. For example, you may have a list of lenders great for VA loans but a separate list for first-time buyers or investor clients. Share your favorite lenders to get them started on the right track.

Then, have your buyers contact multiple lenders to compare mortgage fees, rates, and any additional costs to take out a mortgage. Your buyers should consider several different types of mortgages when buying a home. Have them consult with different lenders on their best options.

Types of Mortgages

• Conventional loans: These are the most common type of home loan. The US government does not guarantee them. Some conventional loans allow first-time buyers to purchase a home for as little as 3% down.
• Federal Housing Administration (FHA) loans: These loans are insured by the Federal Housing Administration and allow buyers to purchase a home with less strict financial and credit score requirements than a conventional loan. With an FHA loan, a buyer can qualify with a 580 credit score and down payments as low as 3.5%.
• US Department of Agriculture (USDA) loans: These loans are guaranteed by the US Department of Agriculture. They are for specifically zoned suburban and rural homebuyers and have household income restrictions. They usually require no down payment for those who qualify.
• Veterans Affairs (VA) loans: These loans are guaranteed by the Department of Veterans Affairs. They are exclusively for veterans, active-duty armed forces and National Guard members, and qualified spouses. They allow those who qualify to buy a home with a 0% down payment.

5. Verify They Are Preapproved 

No sense in wasting time shopping for homes if your buyers aren’t prepared to make an offer when they find a home they love. Getting that preapproval letter will give them an advantage when it’s time to write up an offer. But it will also help your buyers stay within a set budget. They will know what the lender has tentatively approved them for, so they won’t be tempted to veer off into unaffordable territory.

6. Suggest They Research Neighborhoods Online

One of the best first-time home buyer tips is to encourage clients to research different neighborhoods, schools, and local amenities before looking at homes. If they find a home in a neighborhood or town that doesn’t suit the rest of their needs, they’ll be miserable. No one lives in a bubble. Urge your buyers to explore the areas to ensure they can access things they need, like shopping, restaurants, schools, and work, before deciding which areas suit them best.

House Hunting With Your Buyers

Now that the important foundation work has been done, it’s time for the exciting part—house hunting! But you certainly don’t want to start without a plan in place. When your clients are buying a home for the first time, follow these steps to make sure everyone is making the best use of the time you’ll spend together.

7. Educate Them on Working With a Real Estate Agent

A lot has changed for homebuyers recently, most notably how commissions are paid to their agents. As a buyer’s agent, you now have a more important responsibility to explain your value, break down why your clients need you working for them, and why you’re worth every penny of that commission. 

8. Create a List of Needs vs Wants

Sit your clients down with our House Hunting Checklist and review their needs and wants. This checklist is full of tips for first-time home buyers. Be sure to explain what features are true needs (like bedrooms for everyone in the house) vs “nice to haves” like a covered patio in the backyard. Explain that some things will be deal-breakers, but they can be more flexible on other features. Some items can be added after closing if they truly want them.

9. Educate Them to Be Realistic

If you’ve been in real estate for more than five minutes, you know there’s no such thing as a perfect house. That’s called a unicorn. Explain to your clients that they won’t find a house that meets every one of their expectations. But they will find a home they love with most of their preferences. Set their expectations to be open to homes that aren’t quite everything they want. They may just find a truly amazing house that fits them perfectly, even if it’s less than perfect.

10. Find a Home That Fits Their Needs & Budget

As frustrating as it can be to buy a house, first-time buyers may be tempted to bump up their budget if they can’t find the home they really want. And truthfully, this is their first home purchase and probably won’t be their last. If everything they want is out of their price range, then the first step to getting a better home is to start where they are. Work within their budget to find them plenty of well-suited options. 

If you’ve set their expectations well, they should be able to see potential in the homes you present. Their first home is supposed to be the starting point—remind them of that. They can enter the market with a starter home, stay in it for three to five years to build some equity, and then level up on their next home purchase.

11. Negotiate With the Sellers

The art of negotiation is a skill you should learn early in your career. This is where you will shine and help buyers present the best terms to get the deal accepted. Go to bat for your buyers to get the most agreeable terms possible. 

Negotiate with the sellers to pay some or all of your clients’ closing costs to alleviate some of their stress. However, you can also negotiate the purchase price, repair limits, and closing date with the sellers. The ideal situation is for everyone to leave the negotiations and feel good about the deal. 

After Your Buyers Are Under Contract

You’ve scoured the MLS, found your clients their new dream home, and negotiated the deal. Now, you must carefully steer the ship into the harbor without hitting any rocks! Follow these tips to ensure everyone arrives safe and sound at the closing table.

12. Help Them Hire a Home Inspector

Keep a list of reputable home inspectors and some great questions, along with other types of inspectors (wood-destroying organisms, septic tanks, pools, etc.), to help your clients perform the proper inspections to ensure their purchase is sound. Since your buyers are buying a home for the first time, you might need to explain why each inspection is important and worth the extra expense.

Pro Tip: This is a perfect opportunity to share some past experiences where things went terribly wrong. For example, I once had buyers fall in love with a house and helped them make an offer. Once they were under contract, I made sure to help them order a home inspection, which uncovered thousands of dollars of termite damage. Ouch! Stories like that one demonstrate the need for hiring professionals to see the things other people can’t.

13. Make Them Aware of Deal-killing Mistakes to Avoid

Have you heard about a buyer showing up to closing and driving a brand-new car they bought the week before closing, and the deal fell through because of it? Yeah, buyers get so excited about closing on their new home that they make costly mistakes. 

Here are some examples: 

• Don’t change jobs 
• Don’t make any big purchases 
• Don’t move your money
• Don’t buy a new car

Thankfully, we’ve put together a whole list of first-time home buyer advice, full of the dos and don’ts while under contract that you can go over with your buyers. You can even print it out and have them post it on their fridge until closing day! This is another great place for anecdotes to drive your point home. (Eh, hem. It’s part of the Home Buyer Checklist!) 

14. Help Them Find Quality Home Insurance

I live in Florida, and home insurance is a serious issue here. I like to keep a list of reputable insurance providers to share with my clients to help them get started. There are several sources online to compare rates, but you can also include a broker or two in your list. Another strategy is to get the current insurance provider from the sellers. Sometimes it’s easier to get a good rate for homeowners insurance from the company that already has a solid history with the home. 

15. Explain Title Insurance

Title insurance is typically done through the title company running your transaction. But when the buyers see or hear about this charge, they may need help understanding what it is and why they need it. Explain title insurance to your buyer. 

Title insurance protects the homebuyer and the lender against potential issues with the property’s ownership or any legal claims like some distant nephew of the deceased seller showing up and laying a claim to the property or boundary issues. Title insurance ensures the buyers can take complete ownership of the house, protecting against any liens, claims of ownership, or other situations that put the buyer’s full ownership at risk. 

16. Be Thorough at Your Final Walkthrough

You’re getting down to the wire; the final walkthrough is the last step. Schedule the final walkthrough with the seller’s agent within 24 hours before closing. The final walkthrough is to ensure the home is in the same condition it was when your buyers made the offer. 

I can’t begin to tell you how many times I’ve heard agents in my office regale stories of going to a home the day before closing only to discover something major missing—the fridge, the stove, the security system, the plants in the front flower bed—it’s hard to overstate the need for ensuring everything is in its place before your buyers sign the final closing papers. Be thorough!

17. Close & Celebrate With Them

You’ve finally made it! If it’s possible, go to closing with your buyers. This milestone is a HUGE accomplishment, and they will be so excited. You definitely want to be a part of that. Celebrate their win with them. I made it a tradition to take my buyers to lunch after closing to help continue the celebration. The longer I can continue that feeling, the better. I always take a closing gift to the closing and recommend the same to you. This event is a big deal, and they should feel that.

Pro Tip: Bring your smartphone and take video clips and pics of their big day. Ask them if they can give you a video testimonial after signing. I love asking my clients to do video testimonials right after closing when their emotions are the highest. 99.9% of the time, they’re so excited to share their gratitude with a video testimonial. The beautiful part is you’ll get their raw, authentic, emotional endorsement, which really does wonders for your marketing.

Bringing It All Together

Working with first-time homebuyers is a thrilling experience. As agents, it doesn’t get much more emotional than watching your clients sign closing docs on their first home. It’s such a high! But when you’re working with clients buying a home for the first time, you have a responsibility to guide them through the process, help them deal with their emotions along the way, and educate them on all the moving parts of a real estate transaction. 

If you get this right, they’ll remember you fondly for years to come. They may even name their child after you! I’m just kidding, but they will refer you to more business down the road. And when they’re ready to level up, guess who they’ll call.

The post 17 First-Time Home Buyer Tips: A Real Estate Agent’s Guide appeared first on The Close.

Plus, understanding these real estate charts and gleaning their insights will give you the bonus of looking like a superhero in front of clients. You’ll shine as the local expert when you confidently address your buyers’ and sellers’ concerns.

1. Home Sales Are Normalizing

Home buying has slowed to a much more normal pace because of escalating home prices and stubborn mortgage rates. I know what you’re thinking—the real estate market feels like it’s crashing! But truthfully, based on decades of data, the market is just normalizing. Homes didn’t sell within hours of listing and with multiple offers before the chaotic frenzy of 2020 through early 2022. That crazy real estate era has passed, and we probably won’t see it again, barring another exceptional event that affects everything. 

So, when you look at this real estate market graph and see 3.5 months of inventory, remember that six months of inventory indicates a healthy, stable market. Let your clients know there are plenty of buyers and sellers in the current real estate market.

2. Home Sales Are Slowing

And now a statement from Captain Obvious: Home sales are slowing down. This housing market graph from April 2024 states that an index above 100 reflects a higher level of activity relative to 2001. The overall index for April 2024 is 72.3. The graph shows that the indexes for four different regions of the country have been down since March 2024, showing that activity is slowing. A lot has happened in the past few years, sending sales off the charts. But today, we’re starting to see things settle down. 

The good news for buyers is that they don’t have to make snap decisions on whether or not to put in a compelling offer. During the frenzy, poor buyers didn’t have time to ruminate on their choices. If they tried, they were outbid and too late every time. With a slower, more sustainable pace, home shoppers, especially first-time homebuyers, can compare homes, discuss options, and make more informed decisions when putting in offers, most likely leading to a much more enjoyable experience.

3. Will Prices Lower?

For buyers still sitting on the sidelines waiting for home prices to return to Earth, they may be waiting quite a long time. This housing market chart shows the pace of home price escalation between this year’s and last year’s predictions by Fannie Mae (2.8% vs 6.7%), MBA (1.1% vs 1.5%), and NAR (0.7% vs 0.1%). The average forecast sits at a 1.5% increase for 2024 vs a 2.8% escalation for 2023. Sure, home price escalation has slowed somewhat, but overall, home prices will continue to appreciate. But that’s normal—homeowners want appreciation on their investment. 

During the pandemic, equity shot up at a record pace we’ll probably never experience again in our lifetimes, but those days are far behind us. Today, home prices are still inching upward, but at a much more normal pace. So, get your buyers off the sidelines! They must be in the game if they want to win in real estate. 

4. Listings Are Harder to Come By

Homeowners are still bearish about listing their homes, but things are actually looking up. This real estate market chart shows that 6.2% more homes were listed in May 2024 than last year. We still haven’t reached prepandemic levels, but the outlook is good. 2024 will be a strong year, even though we still won’t see the number of listings we did before 2020. 

But here’s the caveat—your days of showing up at a listing appointment and signing a listing agreement are probably also a thing of the past. Expect to do a little more work to show your value, negotiate your terms, and prove your marketing prowess to get the deal. There will be more competition for fewer listings, so now is the time to prepare your listing presentation and ensure you’re up to the task.

5. House Prices Aren’t Declining

Some news headlines may have you believe the real estate market is headed for a crash. Nothing could be farther from the truth. While some states have more robust markets than others, the nation holds strong overall. This housing market trends graph shows the average percent increase in home prices by state, with a national average of 6.6% increase year over year. Some areas, particularly in the Upper Peninsula, have seen increases of upwards of 10%! 

The takeaway here is that you should consume headlines with a grain of salt. If you’ve ever read anything from Mike DelPrete, he talks about the fact that boring news doesn’t grab readers’ attention. So, often, outlets will grab something from the “possibility” quadrant and talk about that, even though it’s not probable. Things will probably remain the same—stable, healthy, and steady—not chaotic and certainly not crashing.

6. Cryptocurrency Who?

Remember before the Sam Bankman-Fried debacle when everyone jumped on the cryptocurrency bandwagon as if it were the next big thing? It certainly had its moment in the sun. But at the end of the day, most people, including long-term and non-investors, believe in the investing power of real estate. That perception has fully rebounded from the hit of the 2008 crash and gained traction over every other investment vehicle. And as this real estate chart shows, it’s by a lot—today, 36% believe real estate is a great investment, while only 3% of people like cryptocurrency.

What does that mean for you as a real estate professional? Simple. It’s always a good idea to invest in real estate. So, when you’re talking to your clients, particularly your first-time homebuyers who are facing an uphill battle to get into the market right now, show them the positive dividends they could start earning as soon as they close on their first property.

7. When Is a Good Time to Buy Real Estate?

It’s obvious that the pollsters from Gallup didn’t ask real estate professionals this question. This real estate graph shows that 76% of respondents, the highest since just before the 2008 crash, believe that now is a bad time to buy a house. But you and I know better! Sure, there are obstacles to buying in the current market, but it’s never a bad time to invest in real estate. The sooner your buyers start creating equity, the sooner they can get a foothold on their investment portfolio and start building for their futures. 

So, when you have clients who start to pull back on the idea of owning, remind them that there’s no better time to buy than now, except maybe yesterday. But each day that goes by is another missed opportunity to earn equity. The barriers are real, but so are the opportunities for buyers who can exercise patience during the shopping process, negotiate terms like a boss, and trust the system. And you, as their agent, are here to get them through it.

8. Go East, They Said!

As an agent in Florida, I can attest to the accuracy of this real estate market trend graph—at least in Florida. Zillow’s predictions for the hottest housing markets of 2024 cover the Midwest, Great Lakes, and South. Part of the criteria for Zillow’s prediction is the affordability and home value increase stabilization predicted for these areas. All that means is that the housing market in these cities is stable and more affordable than many markets to the West, employment metrics are solid, and demand is steady. 

But what if you don’t work in one of the “best” cities? Don’t worry—there is still plenty of opportunity for savvy agents in practically any market. This moment might be a great time to find a real estate niche and become a local expert. Becoming an expert in a specific type of real estate will help you stand out from the rest of the competition and earn you the lion’s share of that particular market.

9. Home Sales Are Looking Up

If headlines and talking heads have you believing that the real estate market is tanking, you’ve been misled. Forecasters predict a higher rate of home sales for 2024 over 2023, including the Mortgage Banker Association (MBA) at 5.2 million and the National Association of Realtors (NAR) predicting 5.5 million. The average for all forecasts is 5.2 million for 2024 and 4.8 million for 2023. That means the industry is reaching back up to very normal levels. When comparing year-over-year sales, it’s important to remember that those “unicorn years” were abnormal. They were an anomaly, the likes of which we will probably never see again in this lifetime. Looking back at housing market graphs from the prepandemic days, we’re not so far away from those numbers.

Overall, real estate will continue because there will always be people who want or need to move. And there are myriad reasons for initiating real estate transactions—death, divorce, downsizing, investing, upsizing, military moves, employment moves, etc.—that are unavoidable. The difference is that you’ll need to be on top of your game and demonstrate your real estate expertise and marketing prowess to succeed.

10. Construction Finally Recovered from the Housing Bust

One of the factors affecting the current market conditions is the lack of inventory. Since the crash in 2008, new home construction has struggled to regain its foothold. That is until last year when it finally surpassed the precrash levels. And in the last year, new construction jobs increased by 250,000. So, over the next year or two, I expect the new construction real estate trend to provide a leveling off of home prices and constraints on inventory. 

I know that new construction was a big player when I recently sold a property as we competed head-to-head with several new developments in the area. Homebuilders have the ability to offer deep discounts and lower mortgage rates making them extremely competitive to get those new homes filled. I expect that to be the trend over the next few years, keeping resale prices down.

11. Mortgage Rates Are Finally Cooling Off

Another break for homebuyers is the leveling off of mortgage rates. As this housing market trend graph shows, it’s coming down slowly, but the rates are at least moving in the right direction. Many forecasters predict the rates will be around 6.6% by the end of 2024—a much more reasonable rate that might entice some sideline sitters to jump back into the home-buying process.

If you’re working with skittish buyers, keep reaching out to them. Nurture those buyers because they could jump back into the market in the next few months. This is a great time to preach about a good CRM—if you don’t have one to help you nurture your leads, you’re really making your life more difficult and possibly losing leads. Check out our article on the best CRMs to find the best fit for your needs.

12. We Still Need More Inventory

It’s true. We still need 1.5 million more homes to balance out the market. That number includes both for-sale and for-rent properties. We’ve been in a housing shortage since before 2018, especially for rental properties. New construction has yet to catch up to the market’s current needs, but it’s getting better.

What does that mean for you? This is a great time to start working with real estate investors, so make sure you’re talking to your sphere of influence about creating more rental properties. With the current status of home sales, more people will need to rent before they can afford to buy. So, if you have investors in your database, work with them to help create more of these spaces.

13. Generations With the Lowest Interest Rate

You might be surprised that Gen X and millennials locked in the best rates over the past few years at 4%. That’s great news for millennials who are coming into an age where upsizing from their starter homes might be a factor. millennials, as they come into their prime earning years, are actually making more money than any of the previous generations did at the same age. 

When you talk to your millennial clients, show them some hard numbers demonstrating their market power. Work with a lender to host classes on refinancing, investing, and even purchasing a second home. Millennials may not realize how much purchasing power they have, and you could be the key to unlocking their real estate potential.

14. Show Me the Equity

Still think the housing market is on the decline? Take a look at this chart—it shows how much homeowners have gained in just the first quarter of 2024 from the equity in their homes. Some markets gained more than $60,000 in equity for their homeowners. That’s a lot of moolah! 

What you can do, as a savvy real estate pro, is share these numbers with your potential buyers. Show them the path to building wealth for themselves. Most of the wealthiest people in the world are real estate investors, and they’ve amassed a large part of their wealth through those investments. But it all starts with the first real estate purchase. 

15. Remodels on Hold

With home sales slowing, naturally, remodeling is down too. That doesn’t mean it’s dropping off the charts completely. As fewer homeowners look to sell, they’ll be less likely to invest in remodels. But there will always be a need for remodels, repairs, and makeovers, no matter what the real estate market looks like. 

Obviously, the unicorn years brought adjacent businesses a lot of businesses along with the real estate sales boom. Today, these levels are returning to normal. It only looks like a sharp decline because it’s happening at a rapid pace. But truthfully, most industries, along with the real estate market, are leveling out and coming back to a normal level. 

16. A Cooling Market

This chart shows how long it would take to sell every currently listed home, which is an indicator of the health of the market. As I mentioned earlier, when you have six months of inventory on the market, that shows a healthy and balanced market. The current market is inching ever closer to that benchmark. The last time we saw a six-month supply was in 2016. 

This is your opportunity to shine by educating your clients on what a healthy and balanced market should look like. We’re currently still in a seller’s market, which gives home sellers a slight advantage over buyers. But the circumstances are shifting to give rise to more equal and mutually beneficial negotiations for both sides. Demonstrate your stellar ability to negotiate like a boss to assure your clients you’ve got their backs.

17. Inflation & Cost of Housing Biggest Problems

We all feel the current inflation, cost of living, and cost of owning or renting a home. This chart affirms those beliefs around the most important financial struggles everyone faces today, with the high cost of living/inflation topping the chart at 41% of respondents mentioning it and the cost of owning/renting a home second at 14%. It gives you some valuable insight into where your clients are coming from. Their fears and struggles are not invalid.

Be an active listener when your clients are working through their struggles. Be the agent who can empathize with their pain points, offer solutions, and guide them through their process to realize their dream without running head-first into reality’s unforgiving wall. Find answers to their questions by providing your expertise and outside-the-box thinking.

18. Check Out That Equity

I love this chart because it visually demonstrates what real estate investing can do for buyers and sellers. If someone purchased a home at $400,000 in 2024, they would potentially earn $72,405 in equity in just five years. When your clients can see the actual dollars, as in this chart, it makes real estate equity real. 

Show your clients something like this when you’re discussing their appreciation potential. You can use numbers reflective of your local market if you know what your annual appreciation percentage is. Get in touch with a lender if you need some help putting these numbers together. You can work up a few charts like this at multiple price points to use in your listing presentations. 

19. Why Buyers Didn’t Buy

This chart is very telling—buyers didn’t get out of the market solely because of home prices, they got out more often because of high mortgage rates, which tops this chart with 72.1% of respondents giving it as their reason. Both are important to home buyers in a cooling market, but I’m impressed with the fact that home prices were the least given factor. 

That’s good news for you because you can work with your buyers to come up with creative ways around higher mortgage rates. Work with your favorite lender to give your buyers options to help them find the path to home-buying success. There are tons of options available through different types of mortgages, larger down payments, and even some assistance programs that you can educate your buyers on. Open the doors of possibility for your clients, and they will thank you again and again.

Your Take

Real estate is a fascinating industry, complete with shifts that can happen overnight and peaks and valleys that can shake up even the most seasoned veteran agents. So when buyers and sellers can come together to complete a transaction without someone curling up in a fetal position, it’s a win. Arm yourself with the information in these real estate market charts, dispel common home-selling myths, and facilitate more wins for your clients and yourself.

Looking at these real estate charts, what do you see? Do you see a return to normal in the market? Have you seen real estate charts that contradict these ones? What can you take away from these real estate charts and the trajectories they portray? How can you use these real estate charts to help your clients make more informed decisions?

I would love to hear your ideas about the market and where it’s headed. Let me know your thoughts in the comments.

The post 19 Real Estate Charts: Breaking Down the Housing Market appeared first on The Close.

Personality Marketing

Most of these funny real estate videos show what agents do when clients aren’t looking. Whether it’s appeasing clients, trying to show off on the Gram, or relating to the industry’s current state, we relate to whatever the agents are going through while laughing at ourselves. The great thing about these hilarious real estate videos is that they are the best way to build up your personality marketing or brand. These videos spotlight agents’ personalities and show off their knowledge of the market in a fun way. 

There’s a wide variety of personalities on display, so get creative and dream up your own spin on some topics for your funny real estate advertising efforts. Creating fun and engaging videos takes planning, so brainstorm ideas before you start working on your theatrical masterpiece. These funny real estate clips don’t lend themselves to fly-by-the-seat-of-your-pants organization, but you can get some inspo from these masters. 

1. What Is Luxury?

Visualization is the key to success. You have to see it to be it. 

2. Back Street Exploitation

Funny TV show? Check. Effective AI-generated face overlay? Check. Backstreet Boys harmony? Check. What’s not to love? If you’re looking for a source of inspiration for your funny real estate video ideas, look no further than Shawn King’s social channels. 

3. Real Estate Agents Be Like…

IYKYK! The pain is so real. We can all relate to the stress of working as a real estate agent. 

4. Winning Negotiation Strategies

Tough negotiator. (Wait ’til the end!) 

5. Of Course, You’ll Sell Her House

Parodies of movies are easier to create than you think!

6. House Hunting 101

“Take your time, but just remember this place has a pool!” We all know those agents who never listen to their clients. 

7. Freddie Mercury, The Realtor

“That’s funny. I’ve really only gotten Chris Hemsworth and Jason Momoa.” Matt Lionetti is one funny real estate agent who creates tons of entertaining real estate content.

8. Funny Fabulous Realtor

Sometimes just dishing on your frustrations while driving to work can win the day. 

9. What Do You Do for a Living?

Sometimes the lines get blurred, amirite?

10. Clear to Close

The wunderkinds of Metzen Realty of “Escrow” fame have done it again! This one is destined to become one of the best funny real estate videos on the internet. 

11. Entrepreneur

“I’m a entrepreneur. I make the rules.” We’ve all been there, dealing with that nightmare real estate client. 

Clever Listing Videos

There are some really creative agents out there thinking outside the box when it comes to creating fun listing videos and funny realtor ads. Who knew real estate agents were so inventive? We could all use more hilarious real estate videos like these that also help sell listings, right?

12. This House Has It All

With so many amenities, there’s “no need to nap on a dirty bench.”

13. This Is Real Life

“I’ll be that host that mentions everything that you could have just seen in the photos. Cheers, darling!”

14. Floss Every Day

It’s the stare for me. What a creative way to showcase a listing’s features while showcasing your distinctive personality. I hope Gabe continues to make these types of funny real estate videos.

Next Level Recruiting

If you’re a broker, you know that recruiting new agents is the lifeblood of your real estate business. Take a lesson from these brokers and their hilarious and innovative approaches to funny real estate ads for recruiting. Don’t be afraid to set the tone for your business so you can attract the right people to fill out your roster.

15. I Will Do Anything

Kelly Johnston will do just about anything for his agents. Seeing a broker work so hard to entice agents to join his firm is refreshing. His funny real estate videos not only help recruit agents with the skills to succeed, but also have a strong sense of humor. 

16. Call Me Maybe

Here’s my number…

Targeting Buyers

Agents looking to find their next buyer clients should focus a lot on digital marketing. The bottom line is that buyers are already looking online for homes. After all, according to the National Association of Realtors, 97% of all homebuyers use the Internet in their home search. So, it’s important for you to be where all those eyeballs are. 

Create some strategic, clever ways to stop the scroll, and you’ll be pulling those buyers in with your unique form of marketing in no time. Take cues from some of these fun real estate videos.

17. This House Is Awesome

This kid really knows his real estate!

18. Realtor Dad Jokes

Seriously, who doesn’t love a good realtor dad joke? 

The Close Takeaway: There’s never been a more important time to master your social media game. If you need help with your social media content, consider working with a real estate marketing company like Coffee & Contracts to streamline your content creation. 

19. The Best Time to Buy Real Estate

Oh, the wasted days of youth…

Targeting Sellers

Buyers aren’t the only ones with eyeballs on the internet. You should definitely create some exciting social media videos for sellers, too. The objective is to show off your mad marketing skills so sellers can feel confident you can sell their house too. Don’t be afraid to get creative, have some fun, and get your whole brokerage involved so everyone benefits from the effort. 

20. Our Marketing Is Fly

“Don’t be hatin’ on me cuz your marketing’s old.”

21. Disappearing Agent

He’s incognito. Maybe he’s afraid to say something he shouldn’t say, but it’s still better to communicate with your sellers than become a master of disguise. On the other hand, highlighting this guy’s shortcomings makes for a funny real estate video to play up your unique selling point.

She makes real estate look easy—it’s all about the details. There’s nothing wrong with hiring professional videographers to help you create a funny real estate video masterpiece. You might even consider turning it into a TV commercial.

The Classics

These videos are not new and have actually been on our list for a while, but they keep getting more traction. That’s the staying power of sites like YouTube—the longer they stay up, the more views they get, and they keep generating real estate leads. 

Truthfully, these videos are so good that they still thrill as much as the day they were created. Making real estate videos funny with this kind of staying power takes a bit more effort, but if you can create an amazing video that continues to generate new leads years after you post it, would it be worth it?

22. Buyers—Ready, Set, Go!

We’re no longer in this kind of market, but this is still one of the funniest real estate videos out there and the one that gets stuck in my head on repeat. The Metzen Realty guys have a knack for creating catchy songs, but this is the one that started it all. And it’s still the best one, in my opinion, gaining more than 103,000 views in just three years.

23. Doggie Dreams

You gotta dream big, amirite? This video is exponential in production value, garnering 128,000 views in seven years. But that doesn’t mean you can’t repurpose the idea and recreate your own version for your listing. One of the top comments on this video says it all—“This video was fantastic!! Great job on showing the home’s features with a good sense of humor!” 

24. Is It Included?

This agent knows a lot, just not about this listing. This funny nine-year-old video has clocked 12,000 views for Tucker Real Estate. 

25. Mrs. DoubtBuyer

You gotta do whatever it takes to get the listing. Shawn King is one of our favorite creators at The Close. He proves, over and over again, that when you aren’t afraid to make fun of yourself, the sky’s the limit with creativity. Go check out his accounts on Instagram and TikTok to see tons more fun videos for some great inspo. 

26. Serious Buyers Only

It’s so true, it’s hard not to feel his pain when the math doesn’t math. This video is from a comedy show and not from an agent, but it’s so relatable. And it’s garnered 73,000 views since it was posted seven years ago.

27. You Need a Realtor 

It’s so creepy that it’s good! This video was posted 13 years ago, but it still gets views on YouTube. It has accumulated 53,000 views since then. That’s a lot of eyeballs. 

Bringing It All Together

Who doesn’t love a good, funny real estate video to brighten up their day? I love seeing creative agents make amazing content to help build their businesses. And with video, you’re truly only limited by your own imagination. So, take some inspo from these videos, but also find a way to be yourself. Be unique but authentic. Find ways to connect with your audience, and they’ll love you for it.

Seen any great real estate videos I missed? Have a comment about any of these videos on this list? Share with me in the comments!

The post 27 Funny Real Estate Videos You Need Right Now appeared first on The Close.

Download Our Home Buyer Checklist PDF

Key Takeaways

• Use the home buying process checklist as a roadmap to guide your clients, showing off your expertise as a valued, trusted advisor.
• Educate your clients on the importance of working with a skilled buyer’s agent and provide resources to help them make informed decisions at each stage of the journey.
• Communicate proactively with all parties involved, promptly addressing potential issues to ensure a smooth and successful closing.
• Empower your clients to make confident decisions by providing market insights, data, and guidance on crafting competitive offers and negotiating like a pro.
• Cultivate long-term relationships by offering ongoing support, resources, and personalized touch, demonstrating your commitment to their success beyond the closing table.

Step 1: Help Buyers Determine Budget & Get a Loan Prequalification

• Work with your buyers to establish a realistic budget based on their income, expenses, and savings. Share this mortgage calculator they can use to understand how much home they can afford.
• Explain the importance of getting prequalified for a mortgage. Make sure they know the difference between prequalification and preapproval, which is a much more extensive process.
• Provide helpful tips and resources if your clients need to improve their credit scores or save for a down payment.

Encourage them to work with a lender early to improve their credit and save for a down payment.

Step 2: Be the Skilled Real Estate Agent Clients Need

• Showcase your expertise and value as a buyer’s agent by explaining how you’ll guide them through the process, help them find the right home, and negotiate on their behalf. Now is a great time to cover the buyer-brokerage agreement and explain their responsibilities for the commission. 
• When meeting with potential clients, be prepared to discuss your experience, communication style, and references. Offer them tips for selecting the right agent.

Step 3: Assist Buyers in the Home Search

• Work with your buyers to identify their new home must-haves, nice-to-haves, and deal-breakers. Use this handy house hunting checklist to help them prioritize their preferences.
• Set up custom search alerts and schedule property tours to show your clients homes that match their criteria. 
• Offer guidance on evaluating properties and provide insider insights on neighborhoods, transportation, and local amenities.
• Interpret whether it’s a buyer’s or seller’s market, communicate effectively, and apply this information to set yourself apart as a skilled and invaluable buyer’s agent.

Step 4: Guide Clients Through Offers & Negotiations

• Help your buyers determine a fair offer price based on current market conditions, comparable sales, their budget, and the property’s unique features. 
• Encourage competitive bidding based on market conditions in your locale. Explain the components of a strong offer and how to make their bid stand out. 
• Advise clients on contingencies, such as home inspections and appraisals; help them understand the potential risks and benefits of including or waiving them. 
• Negotiate the offer on their behalf to secure the best possible terms and price.

Step 5: Recommend Trusted Professional Home Inspectors

• Provide your clients with a list of reputable home inspectors and explain the importance of a thorough property inspection. Offer to attend the inspection with them and help them interpret the findings.
• If the property requires additional assessments, such as a radon test or a septic inspection, connect your clients with trusted specialists and guide them through the process.

Step 6: Support Clients in Finalizing the Loan

• Check with your buyers’ lender to ensure a smooth and timely loan approval process. 
• Encourage your clients to respond quickly to requests for additional documentation or information.
• Help your clients review and understand the Closing Disclosure or ALTA statement. 
• Ensure clients know the amount of funds they are responsible for to close. 
• Be available to answer questions and provide guidance throughout the financing process.

Step 7: Prepare Buyers for the Final Walkthrough & Closing

• Schedule a final walkthrough of the property with your buyers to make sure agreed-upon repairs are completed, and the home is in the expected condition.
• Review the closing documents with your clients in advance, explaining each item and answering any questions they may have.
• Coordinate with the title company, lender, and seller’s agent to ensure a seamless closing experience.

Step 8: Celebrate Your Buyers’ Success & Provide Ongoing Support

• Congratulate your buyers on their new home and present them with a thoughtful closing gift to show your appreciation for their trust in your services.
• Offer ongoing support and resources to help your clients settle into their new home, like recommending local service providers, sharing home maintenance tips, and staying in touch through regular check-ins and client appreciation events.

Do’s & Don’ts for Buyers Under Contract

As a buyer’s agent, another crucial aspect of your role is educating your buyers, especially first-time home buyers, on the do’s and don’ts of the home buying process checklist after they are contracted to purchase a home. This home purchase checklist contains the most common mistakes buyers make that create messy situations leading up to closing. Sit down with your buyer clients and share these simple do’s and don’ts and the consequences to help them achieve their homeownership goals.

Don’t Buy a Car or New Furniture

It’s an exciting time to dream of living in your new home, with all new furniture, and driving that new car. But until the lender has fully vetted your finances, making big purchases can disrupt your debt-to-income ratio (DTI) and boot you out of qualifying for your home loan. Wait until you close on your home to go shopping.

Don’t Make Large Cash Deposits or Move Money Around

Don’t mislead your lender when they ask about your income, other sources of income, or anything that might affect your ability to qualify for your mortgage loan. Be upfront and honest. Don’t make large cash deposits into your bank account or move finances from one account to another while the lenders still try to vet your financial stability. When in doubt, contact your lender and ask them for advice.

Don’t Apply for Credit or Increase Your Limits

When underwriting is working on verifying your income, DTI, and ability to repay the loan, they take a snapshot of your financial situation. If you apply for additional credit or increase credit limits, you’re just throwing a wrench into their process. You could throw your DTI off, which might disqualify you from the mortgage loan.

Don’t Co-sign for Anyone

It doesn’t matter if it’s your brother or sister, your aunt, your cousin, or your closest friend; don’t co-sign anything when you’re trying to qualify for a mortgage. When you co-sign anything–from a rental application to a car note–you’re putting yourself on the hook for anything that might go wrong, which could kill your dreams of home ownership in a flash. Anyone who needs your creditworthiness to get a new apartment must wait until you close on your home.

Don’t Get Behind on Your Payments

Qualifying for a home loan is no small thing, and it’s typically a longer process than many think. Now is not the time to skip a payment on your existing car note or your light bill. Those payments keep your credit score up. If you miss any of these payments, your credit score could be negatively affected quickly. So, keep those payments on time.

Don’t Change Jobs or Careers 

This is a big one, especially if you’re relocating. If you don’t need to change your job, wait until you close on your new home. You may need to change jobs if you’re moving to another city, but don’t do it in the midst of buying a new home. You can count the last couple of years as income when you change jobs within the same field. But when you change to a new career, you’re starting over. None of your previous income counts toward your new career, which could hurt your chances of getting that house.

Don’t Change Banks

Don’t change banks in the middle of qualifying for a loan. Your lenders don’t want to search for your money after they start working on your loan. If you don’t like your current bank, wait until after you’ve closed on your home to migrate to a different one.

Don’t Close Credit Cards or Max Them Out

Believe it or not, closing a credit card can negatively impact your credit score. In essence, you’re losing some of your credit ceiling when you close a credit card, which, in turn, upsets your DTI ratio. For the same reason, don’t overuse your credit cards. Keep your credit usage to a maximum of 30% of your credit limit, and try to pay it off each month. Anything that negatively impacts your credit score could cost you your dream home. 

Do Save Enough Money for Closing

Make sure you save enough money for closing costs in addition to your down payment. A good amount to save is around 10% of the home’s purchase price. You should get the final amount needed for the closing the week prior. Set that money aside and don’t spend it.

Do Be Cautious When Consolidating Debt

When you start working with a lender, they will coach you to get into a better position to qualify for a mortgage. But don’t go outside of their advice. Ask your lender about debt consolidation before you do anything with an outside company. Sometimes, consolidating can affect your credit score negatively, and that could set your timeline back by months.

Do Wait Until You’re Fully Funded Before Making Big Financial Changes

Wait until you have signed the papers on your new home and it is fully funded, meaning all the closing documents have been signed, the money has been received from the lender and transferred to the buyer, and you receive keys to the property, before making any significant changes in your finances. Disrupting your finances before your loan closes could disqualify you from the loan, and you won’t be able to close on your new home.

Do Hire a Skilled & Professional Real Estate Agent

I know you probably have a cousin or aunt who used to be a real estate agent, but you need someone who will work for you and protect your interests and knows the current local market. For most home buyers, this is the single largest investment, and you want someone who knows the market, is a skilled negotiator, and will work with you to help you achieve your homeownership dreams.

Your Take

As real estate agents, we aim to help our clients achieve their homeownership dreams while ensuring a smooth and successful transaction. By using this comprehensive home buying checklist (click this link to jump back to the top of the article if you forgot to download it!) and sharing these do’s and don’ts, you’ll be well-equipped to guide them through the process confidently. Remember, you are their trusted partner, so be ready to offer your expertise, answer their questions, and celebrate their successes.

Have your buyers messed up their transactions? I’ve seen my fair share of deal-killing mistakes. I could help them work through some, but others were out of my control. But those unfortunate stories have become invaluable for getting my point across to buyers. I would love to read some of your best stories in the comments!

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