Working in the housing industry is not for everyone, especially in uncertain economic times. There are strategies to survive in a fast-paced, multi-offer market, where the latest listings can take months to sell.
It’s not going to be a Barbie or Brat summer. Thanks to the Iran war, this will be the summer of “squeeze inflation.” That means you have to squeeze everything you can out of the next few months. While we actively try to get our businesses and personal finances back on track, we will likely be strained both financially and emotionally.
As daytime temperatures and geopolitical tensions rise, here are three ways my team is adapting lead management, consumer conversations, and even our social media presence.
1. Switch to a sandbag strategy
By leveraging CRM tools, we reduce the urgency to close deals as quickly as possible, and instead cultivate them to spread out the deals and create predictable revenue goals. This is a classic “client punching bag” tactic that boiler room real estate coaches and sales managers will probably hate.
Rather than closing 10 clients in a month, we’re pushing back our schedule so we’d like to be able to close 7 clients a month for the next 3 months.
This simple shift in mindset requires thoughtful planning. It’s not about competition, it’s about distributing work, reducing stress for your team, your clients, and preserving your sanity during difficult times.
Lesson learned: Don’t worry about not getting enough business or what your business will look like next month. Start focusing on distributing tasks to reduce stress and increase on-time closings. Why try to juggle 6 closed deals at the end of the month when, with a little planning, you can get 3 closed deals at the end of the month to start the next month off on the right foot?
2. Develop leads that will someday take the next step.
I’ve noticed that potential clients are quieter, a little more cautious about their budgets, and definitely more conservative. It’s less about the ideal space and more about making sure the space you need will work within your current and future budget.
This means you need to reposition your sales pitch in this market. First, we dig deeper when people express concerns about long-term financial planning or short-term monthly budgets.
This might go as far as figuring out your current monthly expenses, discussing the positives and negatives of your current situation, and comparing that to the potential cost increases or savings for your new home’s footprint.
For many clients, predictability equates to safety. If they feel like they can get by for now and your listing is at the top of their budget, your job is to convince them to consider alternatives rather than giving up completely.
My team is already slowing down, so we’re using that “extra time” to unearth more of that and turn lukewarm customers into leads with future closing dates. This is a two-step process. Education and next step suggestions.
For example:
educate
We know that the cost of oil heating is a big concern for households, but the house we liked originally had an oil heating system installed. When we looked into how much it would cost to update that old system, we found a similar home nearby that didn’t have an oil heating system, so we were able to go look at it together.
next step
Can I go look at other homes on Saturday or would you like me to send you the quote I found?
Bottom line: Consumers are overwhelmed, and thinking about their summer vacation seems much more fun than putting them in escrow on a home that may not be their dream home. Taking more time to research and discover their stories will help you understand their next steps instead of just spending the summer without a plan.
They reached out because something had changed and moving might help. Simplify processes and remove barriers that get in your way.
3. Disrupt society
Posting speed has slowed down significantly. what? why? Once again, consumers are overwhelmed by media. We only publish the best. If I’m going to take up some of their time, I want to add value to it.
That means sharing the best photos, the best stories, the best events, and magazine-worthy stages and spaces (and some virtual stages, too). I share blogs and reflective words about education and culture, not sales promotions.
I’ve experienced all kinds of market fluctuations and seen posts that are amazingly viral, posts that are sloppy, posts that break your heart, and posts that set your body on fire. And now the number of views and likes! I feel it’s important not to put out content to follow a predetermined schedule such as.
We’re also researching how ChatGPT and other AI large-scale language models can scroll through social media, digital content, and reviews to make “recommendations” for their user base. As it develops before our eyes this spring, this is a slow process that will definitely be factored into building your marketing strategy for 2027.
Bottom line: I no longer follow posts X times a week or X times a month to “hack” the system or get free leads. We’re running a carefully planned campaign centered around blog posts, less video, and more meaningful, curated photography. We want our marketing to be a breath of fresh air, not a loud sensory overload to distract or grab someone’s attention.
Get results with less effort
I don’t think there’s a single person in our industry who doesn’t feel like they’re being squeezed from multiple sides at the same time, from top to bottom. How do you leverage results when everyone is chasing paychecks?
Which problem should we as sales professionals tackle first?
What is the amount of leads? Are you ready? responsibility? Are the costs of all types of insurance rising? Increased utility bills? Is it right to say all these things to a client who is worried?
Delaying compression allows more time to thoughtfully problem-solve any issues or concerns. Agents and housing professionals who make emotional intelligence their number one skill will stand out from the crowd this summer. Because they know that if they try to pressure or force sales in these situations, disaster awaits them.
Take a deep breath and investigate what possibilities may be lurking in your emails, texts, social media messages, past calendar events, and perhaps even your long-forgotten family anniversary celebration list. Your next introduction is not unknown. You just don’t understand their next step yet.
Rachel Hite is a senior housing counselor, author, and thought leader in real estate and aging. Follow her work on Instagram and LinkedIn.
