Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.
This is a “have to move” market. While there are still curiosity clicks and weekend browsers, most transactions are happening to those in a “have to move” season of life. Homebuying and selling is always triggered by life events — because most life changes come with a housing need trailing right behind.
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But in a slower market, the focus sharpens. Attention must shift to the “have-to-move” moments: divorce, relocation, downsizing or a family transition. And one of the smartest, most sustainable ways to stay in front of those moments? Turn your forever clients into lead gen machines. Serve them so well, so consistently, that when someone in their world hits a life change, your name is already in the conversation.
Stop chasing leads. Start training loyalty
We train people how to treat us. We train our spouses. We train our kids. We train our pets. We also need to train our clients.
Not through forced scripts or gimmicks, but by creating structured, ongoing value before and during the transaction and forever after.
Before: From lease buyout to legacy
We’ve built out unique value propositions (UVPs) for every phase of the homeownership journey, starting long before the first tour.
- Lease buyout program: Helping first-time buyers break rental agreements and step into equity
- Relocation integration program: Full-family onboarding into our community, from schools to stylists to healthcare
- Vetted local vendor network: Homeowners need high-trust help, and we deliver that at every level.
- Golden age guided move: A structured downsizing and transition system for clients entering assisted living or their final home sale. This program is also highly tailored to the Sandwich Generation, which is likely very involved in this critical last move for their parent(s).
These aren’t one-off ideas. They’re named, engineered systems our clients remember and repeat.
During: High-touch value + built-in referral reinforcement
Our client support model is presented at every consult — not as a pitch, but a promise.
Every client receives full access to our VIP Club and Home Support Team (HST) Network, which saves them over $20,000 in their first year alone.
That includes:
- Access to our company-branded moving truck
- Free moving supplies like boxes, tape and pads — because let’s be honest, they’re moving. The jig is up.
- Our tool and equipment lending library — ladders, power washers, carpet cleaners and more
- Event and party rental center — tables, chairs, coolers and decor, all branded and no cost to our clients
- An online discount center saving $5,300+ annually on services and products they already use
- Connections to our vetted Home Support Team partners for everything from electrical work to dog walking
These aren’t “extras.” They’re engineered to solve real needs, and they’re built to be talked about. We also reinforce referral behavior intentionally throughout the process:
When we receive a referral:
- We send a handwritten card and a thoughtful gift, delivered to the referrer’s place of work, where it gets noticed
- A personalized video message follows, thanking them and affirming our commitment to provide top-tier care
- Once the referral is under contract, the referrer receives another update and appreciation message
- In our CRM, we tag the referrer as “ReferralGiftNeeded” so nothing slips post-close
- After closing, we send a final gift—again, to their workplace whenever possible
These aren’t favors — they’re systems. This is how referrals become habits. This is how we scale with trust.
Forever: A system for clients staying put
In today’s market, a lot of clients aren’t going anywhere. They’re sitting on 2 percent, 3 percent or 4 percent rates — and choosing to stay, improve and enjoy the homes they already own.
That’s precisely why we launched Home Sweet Concierge to support our forever clients with real service while keeping our brand visible, valuable and referrable.
Our clients may not be moving, but they’re still making significant decisions about their home, and we’re intentionally part of those conversations.
It’s not a follow-up touch. It’s a visibility engine built on top of our full Lifetime Home Support perks.
Here’s what it includes:
- Project ROI guidance: Helping clients make smart upgrade decisions that build future equity
- Contractor and vendor referrals: Straight to our trusted Home Support Team partners
- Equity strategy conversations: Because upgrades today could fuel their next move tomorrow
- Maintenance and prevention support: To protect their investment and keep them out of reaction mode
- Referral-ready results: Every wow-worthy upgrade becomes an opportunity to refer us with confidence
Because one day, life will change enough for them to move. And when that day comes, the house will be dialed in, the trust will be built and we’ll be the only call they make. When they stay, we stay relevant — and referral-ready.
Pulling it all together
All the loyalty in the world won’t save an agent who isn’t sharp. That’s why our team trains weekly on:
- Market velocity and absorption rate shifts
- Inventory levels and pricing trends
- DOM by price point and neighborhood
- Active-to-pending ratios and microstat patterns by school district
- Economic signals that drive buyer urgency and seller leverage
We’re not just memorizing scripts—we’re mastering strategy. Right now, we’re building out a full golf simulator lounge inside our climate-controlled, in-house storage facility — not for entertainment, but to fuel culture and competition. The keypad code to enter the room changes weekly to reflect a key local market stat, like the average sales price in ZIP code 57108, or the DOM trend for new construction under $500,000.
It’s fun, sure. But more importantly, it reinforces what matters. Remember, you can’t lead the market if you don’t know the market.
Amy Stockberger is the founder of Amy Stockberger Real Estate. Connect with Amy on Instagram.
