As we look ahead to what it will take to succeed in 2025, Inman celebrates the powerful Indie Broker. We’ll spend all of December exploring how independent sellers are adapting to the post-commission landscape, as well as what new tools and platforms have emerged to give indies a competitive edge.
We all know that the only way to survive is change – and the real estate market is no different. So what can real estate agents do? Adapt and stay ahead of the curve.
With new economic changes and election results in the mix, now is the time to stay sharp, stay connected to your customers, and be ready for new opportunities.
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We’ve all seen firsthand what the market has been like over the years – from pandemic-driven buying to rising interest rates, and now, the effects of recent economic and political changes. Understanding these changes and how they affect buyers and sellers is critical to staying ahead of the game and providing clear guidance to our clients.
Here, I talk about how we, as real estate agents, can better target our clients and position ourselves for success now and in 2025.
Stay informed and ready to advise clients
The post-election period often brings policy changes that affect the real estate market, from changes in housing policy to tax reform. Whether it’s new rules on mortgage rates or incentives for first-time home buyers, understanding these changes is important. Agents must keep up-to-date with these shifts in order to advise clients effectively.
For example, if an election brings about changes in property taxes or interest rate adjustments, this may significantly affect a client’s ability to buy or sell. By staying ahead of these developments and providing clear guidance, we position ourselves as trusted advisors. This understanding will not only help your customers make better informed decisions but will also build credibility as an expert in your market.
Being proactive in educating your clients – whether through direct conversations, newsletters or personalized updates – will make a big difference. It’s not just about knowing the market; it’s about anticipating what’s next and preparing your clients for it.
Adjust and market your services strategically
One of the most important things agents can do after an election is to anticipate and plan for shifts in demand. Political and economic changes can change consumer behavior and seller motivation, and understanding these trends will allow you to tailor your services.
For example, with potential economic uncertainty or policy changes affecting interest rates, some buyers may be more cautious or look at different types of properties — such as affordable housing or investment properties. At the same time, sellers may have different priorities depending on capital gains tax changes or new home ownership incentives.
This is where marketing your differentiated services becomes critical. Instead of a one-size-fits-all approach, tailor your messages to current concerns.
Are your clients worried about inflation? Market real estate as a hedge against rising costs. Are they worried about the future? Position yourself as a calm, clear-headed guide in uncertain times. Do they have questions about interest rates? Send an email with the subject and encourage them to talk to you face-to-face to reveal how their goals can be affected.
The key to marketing in this area is consistency. Make sure your messages and services are relevant to the current mindset of your customers. This means adjusting your strategy, whether that’s highlighting more investment-oriented properties or focusing on the long-term value of homeownership in a changing market.
Use data and market insights to inform decision making
In a post-election world, data is critical to understanding market trends and helping clients make informed decisions. Whether tracking local market shifts, monitoring changes in property values, or analyzing broader economic indicators, access to accurate, timely data is essential. Agents should use available tools and resources, such as MLS reports, economic forecasts, and real estate market analysis to anticipate market movements.
Sharing these data insights with customers not only strengthens your expertise but also helps them feel more confident in their decisions. For example, if certain areas are poised for growth due to new government policies, highlighting these opportunities can guide consumers in making smart investment choices.
Consider real estate as a sound investment in uncertain times
Amid economic volatility, one thing remains true: Real estate continues to be a reliable long-term investment. The real estate market can be volatile in the short term, but historically it has outperformed inflation and provided strong returns over time.
Agents should continue to educate clients on the benefits of real estate investing, especially when market conditions feel uncertain. Whether you’re talking to first-time home buyers, seasoned investors or sellers, remind them that real estate isn’t just about today’s market conditions – it’s about building wealth and security over time.
For example, while rising interest rates may make mortgages more expensive in the short term, owning a property remains one of the most stable financial decisions people can make. As rents continue to rise, home ownership may become more affordable over time. By positioning yourself as someone who can navigate these complexities, you build trust with clients and reinforce the value you bring to the table.
Strengthen your relationship with your reputation
In times of change, relationships are more important than ever. Your clients are likely looking for stability and guidance in times of uncertainty, and as a trusted advisor, you have the opportunity to deepen that relationship.
Stay in touch with your customers with regular check-ins, market updates and valuable educational content. This approach will set you apart and ensure that you are their mentor when it’s time to make decisions.
The post-election period is also a great time to show yourself as a thought leader – whether through webinars, blog posts or social media insights – by helping clients navigate the big picture.
As we move forward, remember that success isn’t about predicting every change – it’s about preparing for it. Let’s continue to serve our customers with integrity, adapt our businesses to market shifts, and, most importantly, remain leaders in this ever-evolving industry.
Mauricio Umansky is the founder and CEO of The Agency in Los Angeles. Connect with him on Instagram.
