One of the biggest opportunities in today’s market has very little to do with marketing, negotiating or even pricing. It has everything to do with education.
As inventory rises and homes spend more time on the market, many sellers are becoming frustrated because the market isn’t behaving the way they expected. That creates an incredible opportunity for agents willing to step in as the trusted advisor instead of simply the listing agent.
Recently, I sat down with David Childers of Keeping Current Matters to discuss what we’re seeing across the country and, more importantly, how agents can use that information to better educate buyers and sellers. One thing became abundantly clear throughout our conversation: The agents who communicate the market the best are going to win the most business.
Sellers are frustrated because their expectations haven’t caught up to reality
David Childers | Keeping Current Matters
Childers began the conversation by saying, “One of the biggest stories in today’s market is the growing number of homeowners choosing to pull their homes off the market instead of selling. At first glance, that might seem like the problem. In reality, it’s simply the symptom.
“The underlying issue is that many sellers still expect the same results they saw during the pandemic housing boom. They expect multiple offers, bidding wars and homes selling within days. Today’s market is very different.”
He also shared that rather than assuming sellers understand what’s happening, this is the perfect opportunity to show them. A simple visual often communicates far more effectively than a long explanation.
The first slide he shared showed the percentage of sellers who chose to delist their home. He explained, “This shows the frustration some sellers are having by not being able to sell their home and deciding to just give up and pull their home off the market.”
Inventory has changed and so has the conversation
The next chart Childers shared really illustrates how dramatically inventory has shifted over the past several years.
Childers shared, “While inventory remains below long-term historical norms in many markets, buyers have considerably more choices than they did just a few years ago. More choices naturally create more competition for sellers. That’s why the listing presentation today has to be different than it was in 2021.”
He suggested that instead of promising quick sales, agents need to explain what today’s buyers are experiencing and how a thoughtful pricing and marketing strategy positions a seller to succeed in a more competitive environment.
Expectations versus reality
Perhaps the most eye-opening statistic from our conversation came from a recent consumer survey. Nearly 80 percent of sellers believe they’ll receive their asking price or more.
The reality? Nationally, approximately 62 percent of homes are selling below asking price.
Childers shared, “That’s one of the largest expectation gaps we’ve seen in years. If agents don’t address that gap before the home hits the market, they’ll almost certainly be having a much more difficult conversation a few weeks later. I’d much rather educate upfront than apologize later.”
Local data creates local credibility
The conversation also included the fact that national statistics are powerful, but local statistics are even more valuable. The key to agent success is to take the national data and then personalize it to the prospective seller with local market analysis.
Show sellers:
- Average days on market in your MLS
- Percentage of homes selling below asking price
- Inventory changes in your market
- Local buyer demand
- How new construction may be influencing pricing
When you combine national trends with local expertise, you immediately position yourself as the trusted advisor instead of simply someone repeating headlines.
Don’t stop with the problem. Share the solution.
One of the biggest mistakes agents make is sharing market statistics without explaining what consumers should do with the information. Every problem should be followed by a plan.
For example, instead of simply saying homes are taking longer to sell, tell the story of a recent listing where your pricing strategy, marketing plan and presentation generated multiple offers despite the market conditions. If you don’t have a personal example, share the story of a listing that sold quickly and your analysis of why it sold while others did not sell.
Share examples. Share success stories. Share the strategy behind the success. Consumers don’t just want information. They want confidence and a clear path to their desired result.
Agents should be like the kid selling lemonade
Childers shared a story about how agents should prepare for the questions and pain points sellers currently have. While out on a run, he came across a group of kids selling lemonade. Like many of us, his first thought was, “I don’t have any cash.”
Before he could even finish the thought, one of the kids shouted, “We take Venmo!” Those kids anticipated the objection before it ever became one. That’s exactly what great agents do.
Today’s objections aren’t hidden. They’re predictable.
Sellers are wondering:
- Why aren’t homes selling?
- Are buyers negotiating more?
- Why are homes staying on the market longer?
The agents who prepare answers before those questions are asked will build far more trust than those who aren’t prepared with solutions and examples that acknowledge the reality but provide solutions.
The opportunity isn’t the market. It’s your ability to explain it.
Consumers don’t expect us to control interest rates, inventory or affordability. They expect us to help them navigate those realities. That’s where professionalism separates itself.
The agents who simply report market statistics will educate. The agents who combine those statistics with a clear strategy will inspire confidence. And confidence is exactly what today’s buyers and sellers are looking for.
As Childers said during our conversation, we can’t control the market. We can control how well we explain it. In today’s environment, that may be the most valuable service we provide.
