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Each week on The Download, Inman’s Christy Murdock takes a deeper look at the top-read stories of the week to give you what you’ll need to meet Monday head-on. This week: This week at Keller Williams’ Family Reunion, Gary Keller forecast significant market headwinds in 2025. How can you prepare — and flourish — no matter what happens next?
At January’s Inman Connect New York, Joe Rath, senior director of brokerage operations and head of industry relations at Redfin, said that, according to Redfin’s annual survey, 71 percent of agents didn’t do any deals in 2024. At the same time, the share of survey respondents who said they’d recommend a career in real estate hit an all-time low last year.
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At last week’s Keller Williams Family Reunion, Gary Keller echoed a vision of a tough market, both currently and for the foreseeable future.
Gary Keller says agents must accept ‘easy deals’ are dead
“It’s not getting progressively better right now, and what’s interesting is that people keep expecting it to get progressively better,” he added. “If you go back and look at history, when you get into a trough like this, it typically takes three to four years to get out of it.”
“So if you were hoping we were kind of going to come on stage today and go, ‘It’s over. It’s all back. The easy deals are back,’ That’s not true,” he added. “My guess is we have at least two more years this year and next year. That’s just a guess.”
Among Keller’s suggestions for improving agent outcomes were consistent lead generation; education, especially for millennial and Gen-Z consumers on the benefits of homeownership; and time.
“Give real estate time, and it all works out,” KW Head of Industry and Learning Jason Abrams said.
There are no easy answers to a down market, but marketing best practices and staying informed can take you a long way. Fortunately, you can always turn to Inman for the insights you need from industry-leading contributors. This week, learn more about the economic numbers you need to know now, find out how to answer and overcome seller objections and learn lessons from one of the luxury niche’s biggest names.
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This week, Windermere Real Estate Principal Economist Jeff Tucker shares how inventory serves as a leading indicator for the 2025 market.
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Your sellers may be struggling to make sense of the market. Darryl Davis offers ideas for talking clients through their biggest objections and helping them make the right decisions.
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Failure isn’t final. “Sellebrity” agent Kofi Nartey offers hard-won wisdom for excelling with the world’s most sophisticated clients after 22 years.
Christy Murdock is a writer, coach and consultant and the owner of Writing Real Estate. Connect with Writing Real Estate on Instagram and subscribe to the weekly roundup, The Ketchup.
