Agent Matters Jan 29th - Your Source of What Matters

This week, we uncover the truth behind agent productivity with insights on who’s closing deals and how commissions are shifting. Explore strategies for using social media authentically to grow your brand and connect with clients, along with powerful tools to streamline video creation. Discover a must-read book on persuasion, an Instagram template to showcase your five-star reviews, and an inspiring video to help you transform your life and business. Plus, stay ahead with updates on mortgage rate trends as the Fed meeting and key economic data set the tone for the week. Let’s get into what MATTERS!

Stories That Matter

1.5 Million Realtors, But Who’s Actually Closing Deals?

At Inman Connect New York, Redfin’s Joe Rath shared insights from active agents, who represent less than a third of the nation’s 1.5 million Realtors. Redfin’s survey revealed that 30% of agents completed all transactions last year, with 72% closing five or more deals. While agent productivity is up, income disparities remain: 30% of agents earned over $100K, but 42% made less than $50K.

Key challenges agents foresee include declining commissions, unpredictable income, and housing affordability. Nearly half reported increased client negotiation over commissions, with 52% expecting rates to decline further. Additionally, issues like rising home insurance costs—especially in California and Florida—are reshaping buyer behavior.

Agents’ views of the National Association of Realtors (NAR) plummeted in 2024, with only 25% expressing positivity compared to 49% in 2023. Conversely, MLS systems still hold favor among 57% of agents, though concerns about MLS erosion are growing. Rath highlighted a divide between agents’ and customers’ interests, particularly regarding pocket listings, urging better alignment for long-term success.

Why This Matters:

Understanding market shifts, including commission trends and client preferences, empowers you to adapt strategically. Embracing training in negotiation and fostering alignment with clients’ interests will be key to thriving in this evolving landscape.

Strategies That Matter

Why Social Media Isn’t Optional for Real Estate Agents

In today’s market, social media is a must for real estate agents looking to grow their business. Speaking at Inman Connect, Kim Rittberg and Wendy Forsythe emphasized that creating authentic, engaging content builds credibility and attracts clients. Agents must overcome fear of being on camera—fear, they argue, is simply hiding from clients.?

Authenticity is key; delegating your voice to someone else can dilute your brand. Rittberg advised newer agents to highlight wins and expertise to establish credibility, while Forsythe encouraged sharing everyday stories, such as client questions or market insights. The bottom line: social media is your platform to connect, engage, and convert content into cash.

Key Points

Show Up Authentically on Social Media

Overcome Fear of Being on Camera

Leverage Everyday Activities as Content

Why This Matters:

Your online presence can be the difference between gaining or losing clients. You can build trust and stay top-of-mind in a competitive market by showing up authentically and sharing your expertise. Social media isn’t just about posting; it’s creating connections and building relationships.

Books That Matter

Influence: The Psychology of Persuasion - Discover the six principles of influence in Influence by Dr. Robert Cialdini. Learn how to ethically persuade clients, build trust, close deals, and protect yourself from manipulation—essential skills every real estate agent needs to thrive in a competitive market.

Tools That Matter

Invideo AI - Invideo AI utilizes artificial intelligence to simplify the video-making process. It enables users to generate videos from text, write scripts, edit easily, and access a vast media library, all within an intuitive interface. This AI-powered platform aims to make professional-quality video creation more accessible and efficient.

Templates That Matter

Five Star Agent - This Instagram template highlights five-star reviews and testimonials from your hard work and uses the new 4:5 post format.?

Lessons That Matter

“Growth lives in the moments you feel like quitting, the decisions that scare you, and the work that challenges you. Success demands sacrifice, discipline, and the willingness to get uncomfortable. ”

Videos That Matter

5 Powerful Questions I Ask Myself Daily to Transform My Life & Business - In this video, Tristan Ahumada shares five life-changing questions that he asks himself every day. He explains how these questions have helped him grow personally, improve his business, and strengthen his relationships. If you’re ready to bring clarity, purpose, and gratitude into your daily routine, this video is for you.

Market Updates That Matter

Last Week's Mortgage Rate Recap: Rates slightly worse ??

Mortgage rates edged slightly higher last week, but the changes were minimal and not cause for major concern. There was little economic data to influence rates, and the Trump administration has yet to implement the tariffs that previously raised market concerns.

This Week's Mortgage Rate Forecast: Rates could be volatile ??

This week rates could see significant movement. The Fed meeting and Chair Powell's press conference are expected to have the biggest impact, with additional attention on the first release of Q4 GDP and PCE inflation data later in the week.

What's affecting rates this week:

- The Fed: The Fed meeting concludes on Wednesday, with expectations the Fed will leave its policy rate unchanged after three consecutive cuts. The policy statement will be released at 2 PM ET, but Fed Chair Powell’s press conference afterward is likely to have a greater effect on mortgage rates. Any indication of continued rate cuts could lead to lower mortgage rates, while signs the Fed has paused rate cuts could push rates higher.

- Economic data: While secondary to the Fed’s decisions, economic data releases later this week - such as Q4 GDP and PCE inflation - may still cause rate fluctuations.

Happy Wednesday!