You’ve no doubt heard the saying “the riches are in the niches,” and it has never been truer than now. As the broader market continues to struggle with high interest rates and high prices, certain housing sectors and geographic areas are flourishing.
This week, we’re looking at big news from three niches, plus plenty of real-world insights to help you maximize the impact of your marketing. The takeaway? Specialization combined with effective messaging is a winning combination in the latter half of 2026.
Seniors are living longer. Ruth Reffkin wants to help
Aging requires real estate clients to create a totally new wishlist, one based on access and adaptability, independence and assistance, comfort and proximity to children and grandchildren.
That complexity is why Ruth Reffkin founded Compass Plus, an agent-run division focused on building a network of experienced, certified professionals focused on helping older adults navigate the market with dignity and sound advice.
KW stakes claim in modular housing with new agent
Inspired by the booming modular home industry in Europe, Keller Williams team leader Scott Malouff began forging the relationships needed to launch KW Modular, a new agent community geared toward putting KW agents at the cutting edge of building technology.
Million-dollar home sales jump 15% as first-time buyers
Although July’s existing-home sales cooled overall, demand for million-dollar-plus properties continued to climb. National Association of Realtors Chief Economist Lawrence Yun attributed the split to wealth concentrated among higher-income buyers, pointing to stock market gains and rising home equity as drivers at the top of the market.
There’s no doubt today’s market is frustrating, but honing your marketing skills and homing in on the right segment is the formula for success right now. Check out these real-life, actionable insights from Inman contributors on outreach, analytics and positioning.
My Facebook group beat Zillow on my own listing. It wasn’t
Three days on Zillow equaled 707 views. Three hours on Liane Jamason’s Facebook group amounted to 3,200 local views. Here’s what she learned.
Google can now tell you how your content performs in online
Google has handed every agent free data on which searches surface their Instagram, TikTok, X and YouTube content. Marci James tells you how to claim it, read it and use it without getting yourself flagged.
The ‘dead market’ myth: Why transactions never actually
Markets will always change, and the media will always swing from “boom” to “doom,” coach Verl Workman writes. But the river of real estate continues to flow.
