53% of today's clients that you're dealing with in the real estate industry are actually millennials. They represent the largest group of buyers and sellers in our business today.

And here's what's interesting:

Millennials actually trust referrals from family and friends over all other advertising messages. In fact, they're very distrustful of traditional media marketing.

So what do we do with that information? How do we adjust to that information?

Well, one thing we have to understand is that reviews and recommendations are becoming a really important part of our business. Which means we need to be focused intently on getting reviews and recommendations and endorsements online.

So, I want to ask you: do you have a process? Do you have a plan in place for collecting these reviews and recommendations?

Here's an example:

If we take a brand new agent in this industry, but an agent that's aggressive and doing well, and we...

I had one of my best agents come to me a couple years ago and she said, "Jim, I got a listing that's priced right. And we're getting showings. But we're not selling the property."

And I said okay, let's go take a look at it. So I made an appointment with her and we went up and looked at the property. And immediately when I pulled up, I knew what the problem was. The property had a steep driveway. And I told her I bet a lot of people were commenting on the driveway. And she said, "Yes, true. We're getting a lot of negative comments on the driveway. And I think that's really the biggest reason why people aren't, you know, looking at the house. Or looking at the house, but then rejecting it."

So we went in and explained to the sellers that they can have the best price property in the world. And actually, have the best house in the world, but that driveway could be the stumbling block for getting it sold.

So I'm gonna give you a...

Here's something that's come off the table over the last few years:

And that is the idea of an owner carrying their contract. We don't hear that term anymore because interest rates became so low, that no one would consider carrying a contract. Well with interest rates rising, this conversation would be something that we should be having with sellers now again.

And that conversation could be as simple as this:

"Hey, Mr. And Mrs. Seller, I just have a quick question. You guys have a pretty good equity position in your house. And just one thought came to mind. As interest rates are rising for typical mortgage rates, have you guys ever considered carrying a contract yourself? In other words, acting as the bank. This is where somebody would offer you a down payment, large enough to pay off your note that you have now and pay all the fees and everything else that's associated with the closing.

"But then after that, you'd have an income...

Here's some information that I think is super powerful that really no one talks a lot about. But it absolutely will impact you and I as REALTORS.

From 1968 to 2000, the average building in the country was 1.5 million new units. That's a long history there, 1968 to 2000. From 2000 to 2010, that number dropped to about 1.28 million units. Okay. Then we had a big building boom during the run up to the Great Recession. But then it collapsed and builders stopped building at all.

At the end of the day, when you add all those numbers together, what you find, and what analysts have found is that we are not building enough homes by a mile, right? And in fact, in order for us to just meet the supply demands of the country, we need to add 5.5 million housing units to our current inventory out there. And if we don't do that, we're gonna have perpetual low supply, which leads to higher prices and leads to kind of the market that...

Now here's another question that a lot of us are getting:

Is the market turning into a buyer's market?

This is really a market-by-market conversation. But I will tell you that we could easily have a situation in a lot of markets where you actually have a couple different markets within the larger market.

Here's what that means:

Markets aren't just one thing. They are a whole list of price bands, right? So you have lower tier price bands, mid tier price bands, and higher price bands. And in your market, as the market is transitioning, it's not all one thing. So you could have a lower tier price band that's still a strong sellers market. Lots of demand because that's where first time home buyers go, right?

But then as you move up the ladder, you might see that at the higher tiers—the luxury housing, for instance—that it is a buyer's market.

So what's the defining factor here?

You gotta ask yourself, how do I...

Here's an interesting question that we often get:

If I buy a house and sell a house in the same market, am I gonna give up some equity? Am I gonna make a mistake by doing that?

Well, generally when you're buying and selling a house in the same market, you're not gonna have any equity loss because you're just moving money from one house to the other. And actually in our current market, we have something kind of unique happening in a lot of areas of the country. Really it's a tale of two markets or maybe three markets.

But when you look at your market, it's not just one big market, right? It's broken down by price bands. And there's some price categories that are much hotter. They're much more active. People are much more engaged and that would typically be the lower price categories, right?

The first time home buyer categories. But as you move up that ladder to the second per home purchase, so maybe the starter luxury and the real...

What is the meaning of measuring market intensity and why does it matter?

Market intensity is an interesting way to look at the market. I was given this idea by my friend, Lennox Scott. So when we look at market intensity, the way we measure it is by how fast listings are going pending the first 30 days they hit the market. So if we go back in time and look a year ago in a lot of markets across the country, when you look at how many listings were going pending in the first 30 days, it was like 80%, 85%, 90% of listings were going pending at that point.

Fast forward to today: What's that market intensity reading? I'll tell you what mine is. For the last two weeks, in my local market that number is 60%. 60% of listings are going pending in the first 30 days.

It's still a high number. It's a lot, but it's not 80%. It's not 85%.

So that market intensity comes down a few notches, and that's the conversation we need to be...

After 15 years of being a part of the legal industry and working for several national and local non-profits Susana Medrano decided to make a change in her career path. She decided the best way to impact people's lives was to help families with their housing needs. In her first full year in the industry she closed 45 transactions, in her second year she led her firm in closed transactions, and in her third year she formed a team. She has since gone on to lead her team to nearly a 1000 transactions closed a year and is continuing to impact agents through her training and coaching skills.

Why should a buyer buy a home in today's market?

If we don't know the answer to that, then it's gonna be a struggle to talk to buyers about why they should buy. Because everybody thinks they should wait:

"Shouldn't I wait for prices to come down? Shouldn't I wait for interest rates to come down? Shouldn't I wait for the recession to kind of come and go?"

There's gonna be a lot of those mindsets. And we have to be able to answer the question: "Why should I buy now?" 

And really we have to sell ourselves first before we sell anyone else. So I'm gonna give you four reasons here that someone should consider buying now as opposed to waiting or not buying at all.

1. Some sellers are panicking.

Why are they panicking? Because they put their home on the market yesterday and they expected just to get overrun with buyers. Then maybe two or 3, 4, 5 days goes by and they still don't have multiple offers. They don't even have very many...

There's a new survey that was done by the National Housing Survey, which was just done in June. So it's fresh data. And it shows a divergence that we haven't seen probably in the last 10 years or more.

It shows how many people think that the economy is on the wrong track:

81% of Americans believe the economy's on the wrong track.

So when you look at that number and we put it in perspective of people that are buying and selling real estate, how do we have that conversation? Where people think, oh my gosh, we're on the wrong track. I don't know that I should be buying.

We call that consumer sentiment. Or I don't know if I should be entering this real estate marketplace.

What can we say?

How can we address that concern where people think it's the wrong time to enter this market?

Well, a good lesson for us is to model successful people. People that are more successful than us, right?

One of the most successful people in our...