The portal wars are heating up. In an attempt to reach residential listing portal supremacy, CoStar Group (the parent company of Apartments.com and Homes.com) will air four advertisements during this Sunday’s broadcast of Super Bowl LVIII between the San Francisco 49ers and the Kansas City Chiefs.

“The Super Bowl is a deep part of American culture and it grabs a disproportionate share of everyone’s mind,” Andy Florance, the CEO of CoStar Group, said. “So, it is the best place to get attention on a brand.”

One of the ads will be for Apartments.com, while the other three will feature Homes.com, CoStar’s residential listing platform. All four ads will feature celebrities, including Jeff Goldblum, Dan Levy and Heidi Gardner, as well as a blink-and-you’ll-miss-it cameo from Florance.

When it came time to select talent for the ads, Florance said Levy and Gardner, who starred and co-wrote in Saturday Night Live’s Zillow skit in February 2021, were no-brainers.

“Dan Levy and Heidi Gardner are two incredible talents, and they are clearly in tune with the way America looks at real estate online,” Florance said.

He noted that both Levy and Gardner helped to write CoStar Group’s Super Bowl ads.

CoStar said it plans to continue running the commercials throughout the rest of 2024, including during major TV broadcasts like the Oscars and the NBA playoffs.

The company has been hyping the Super Bowl ad spots through a series of consumer-facing ads on YouTube featuring Levy, Gardner and rapper Lil Wayne. The advertisements promise “a powerful new home-shopping platform,” and end with the date of this coming Sunday.

“We began by teasing the commercials, and particularly the talent and the celebrities in the commercials, to create interest, and that will drive a little more attention to the commercials when they run in the Super Bowl,” Florance said.

In a video discussing its marketing strategy, also released this week, CoStar tells real estate agents that it plans to run the Homes.com ads on streaming platforms, broadcast TV and digital radio, as well as during major events. It also notes that it has spent roughly $1 billion to “drive 80 billion impressions” and reach “more than 90 percent of households.”

“No other competitor comes close to our investment to drive leads to all agents,” the video states.

Part of this investment, Florance said, was to build content on roughly 21,000 neighborhoods across the U.S., as well as nearly 100,000 high schools, elementary schools and middle schools.

“When people buy a home, they are not just buying a home, they are buying into a community,” Florance said.

The firm is no stranger to large marketing spends. In 2015, CoStar spent $100 million in consumer marketing to promote the revamped Apartments.com site.

“I think now everyone is familiar with ‘Change your apartment, change your world,’ and Jeff Goldblum playing Brad Bellflower, but that was a big bet for us. We invested a lot in that and we are investing three or four times as much in this campaign,” Florance said. “People spend a lot more money on their home than they spend on beer or Doritos, so it’s important that our marketing is commensurate with how important real estate is in people’s lives.”

CoStar, which has long been known as a commercial real estate listing giant, began making a play for a slice of the residential listing pie when it acquired Homesnap and Homes.com in 2020 and 2021, respectively.

In September 2023, Homes.com recorded more than 100 million unique monthly visitors, a 1,290% year-over-year increase, according to the firm. Meanwhile, Realtor.com reported 74 million unique monthly visitors and Redfin recorded 52 million unique visitors in Q2 2023. The massive jump in unique monthly visitors propelled Homes.com to the No. 2 spot among the most-visited residential real estate platforms, trailing only longtime leader Zillow.

Looking ahead, Florance feels it is only a matter of time before Homes.com overtakes Zillow.

“We are confident that we have built the best site possible for both the agents, and the home buyers and seller,” Florance said. “We’ve climbed from No. 5 or 6 to No. 2, but we are just beginning to market our brand to consumers. This is the next stage in the development of Homes.com. We are playing the long game.”



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A Zillow analysis of U.S. Census Bureau data released Friday shows that the youngest group of prospective homebuyers, Generation Z, are bucking a larger trend by moving to California.

Even as California lost nearly 215,000 residents to net migration in 2022, census data also shows that the Golden State saw a net increase of almost 44,000 Gen Z adults (people born between 1996 and 2004, excluding students) who moved there from other states.

Across all age groups, California led all states for net out-migration in 2022, but it ranked second behind only Texas (77,000) for the highest net in-migration of Gen Z residents.

Zillow pointed out that California is not the only state with a relatively high cost of living that has attracted younger residents even as net migration among other age groups has declined or remained flat.

A cost-of-living index maintained by the Missouri Economic Research and Information Center found that California was the third most expensive state last year (trailing only Hawaii and Massachusetts). Washington, Colorado and Virginia also ranked among the bottom half of states in terms of affordable living, but they joined California among the 10 states with the highest net in-migration among Gen Z.

“Compared to all interstate movers, Gen Z adults who moved to California, Washington,  Colorado or Virginia were more likely to have a four-year college degree, more likely to be serving in the military, and more likely to work in tech,” Edward Berchick, principal population scientist at Zillow, said in a news release.

Zillow also found that 77% of the Gen Z adults who moved to these four states are renters. And each of these states, according to census data, had higher monthly rental housing costs than the U.S. median price of $1,300 — led by California at $1,856 per month.

“Gen Z movers are likely drawn to the job opportunities in these states, despite the higher costs of housing,” Berchick added. “They may also be in a stage of life where they’re willing and able to be flexible in their standards of living while starting their careers.”

Gen Z remains a small slice of the homebuyer market at 4%, according to a 2023 report from the National Association of Realtors (NAR). That share rose from 3% a year earlier. And Gen Z accounts for the largest share of single female homebuyers at 31%, NAR reported.



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Last year was a challenging one for reverse mortgage business activity, and it likely hit no one harder than the industry’s front-line loan originators.

After enduring challenges stemming from higher interest rates, stricter qualifications and broader industry consolidation, loan officers seem to be optimistic about how things have progressed in the early portion of 2024.

This is according to a series of RMD interviews with six reverse mortgage originators from across the U.S., including the states of California, Washington, Florida, Wisconsin and South Carolina.

‘Night and day’ difference

When posed with the simple question about how business is going so far this year, David Heilman — principal for HomeGrown Financial in Mount Pleasant, South Carolina — characterized the difference between early 2024 business and the same time last year as “night and day.”

“I don’t know if there’s really anything to really point to [why that’s the case],” Heilman said. “I’ve certainly seen more inquiries already. Typically, this is a slower time for me; January and February have always been slower months. In springtime, people start moving again, but so far in 2024 I feel like I’ve at least been getting more proposals out, which as we all know, results in more applications eventually.”

In Green Bay, Wisconsin, Jim Cullen of University Bank reports a similar trend.

“The year’s off to a good start,” he said. “I noticed toward the latter part of last year, getting into December, that for whatever reason, things started to pick up. I was getting some more direct inquiries and a few more referrals, so things started to get moving a little bit.

“Over the holidays, people are kind of tuned out, but once we got through to the New Year, more things are cooking.”

The change is a welcome one, since 2023 may have been Cullen’s “poorest year of 19 years in this business,” he explained. “I will confess that it was a struggle all year long.”

‘Active’ and ‘steady’ interest

Chris Bruser, reverse mortgage professional with Mutual of Omaha Mortgage.
Chris Bruser

Roughly 1,400 miles away, the phone continues to ring for Chris Bruser, reverse mortgage specialist at Mutual of Omaha Mortgage in Tampa. Bruser primarily operates through referrals and has seen consistent levels of inbound interest, he said.

“My financial planner business still continues to be very active,” he said. “But for me, I do a lot of [Home Equity Conversion Mortgage (HECM)] for Purchase. Obviously, we’ve got a lot of active adult communities down here, and we’re still building them. So, I’m really continuing to focus on the active adult market for what we call the “lifestyle home loan,” commonly known as HECM for Purchase.”

Roughly 2,000 miles from Tampa in the Denver area, Bruce Simmons of American Liberty Mortgage reports that things are off to a “steady” start in 2024.

“As far as the interest in reverse mortgages, it has been steady,” he said. “But the challenges are still there as far as qualifying people to get enough proceeds. Those are the biggest challenges, and even when they do have enough income, sometimes they may say it’s not really worth it right now.”

Inconsistent interest rate forecasts have made things challenging in his business, but different kinds of marketing — including a refocusing exercise on his existing marketing efforts — have helped to improve things, Simmons explained.

The West Coast

In the Pacific Northwest, Frank Borg of Fairway Independent Mortgage Corp. says that business in the Seattle area is also off to a decent start this year.

Tom O'Donoghue, principal for Reverse Loans Now in Los Angeles, California.
Tom O’Donoghue

“It’s starting out with some really good momentum,” he said. “A lot of my prospecting and strategic activities come into focus during the very first part of the year, and I’ve seen my pipeline get larger as a result of my activities, for sure. My outlook is very positive. I’m trying to increase my production over last year by a factor of two, probably.”

Down in the Los Angeles area, Tom O’Donoghue of Reverse Loans Now reported that his results in January were ahead of expectations.

“I just see a huge difference in the volume coming in,” he said. “My projections for January were that I would get eight new leads, and I ended up with 11. I was anticipating just two new applications, and I ended up with four. No fundings yet, but I am anticipating going into the end of this month, in February, that we should have three fundings, and then we should still have a good pipeline going into March. So, this definitely [makes for] a huge Improvement for myself.”

Dealing with challenges

Like others, O’Donoghue reported a challenging 2023, so much so that it shook his confidence, but speaking to mentors he respects in this space helped to give him perspective as he headed into business this year, he explained.

A lot of the business challenges last year did not seem to come from a lack of interest among potential customers, he said. Running the numbers for people illuminated terms that revealed either zero or not enough benefit based on rates and principal limit factors, but that has slowly started to shift.

“Toward the end of the year and the beginning of January when the numbers started to change, we [ran numbers] for people that we could get off the fence to move forward, and new leads that came in where homes were free and clear,” O’Donoghue said. “So, that helped get people off the fence as well.”



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Mr. Cooper Group was profitable in 2023, a year marked by its acquisition of Home Point Capital and Roosevelt Management Co., along with the fallout from a cyberattack. Mr. Cooper’s strong performance was mainly due to its servicing business, which benefited from a higher interest rate environment.

During a call with analysts on Friday morning, company executives addressed some of the concerns raised by Treasury Secretary Janet Yellen, who said this week that U.S. regulators are monitoring risks stemming from nonbank mortgage lenders, especially failures resulting from market strains.

Dallas-based Mr. Cooper is expected to reach $1.1 trillion of unpaid principal balance (UPB) in mortgage servicing rights (MSR) by the end of March, a target announced in July 2021 when the portfolio was at $650 billion.

“While the overall portfolio has grown considerably, and we expect it to grow by another 25% this year, only half of it is owned MSR. The other half is subservice for a number of clients,” vice chairman Chris Marshall told analysts. If there are any limitations on concentration, I think it would be focused more on people, on owned MSR. So, I think we have quite a bit of room for us to grow before that becomes a concern for anybody.

At the end of December, Mr. Cooper had $992 billion in MSR, up 14% year over year. Of that total, 59% was in owned MSR, 5% was in special servicing and 35% was in subservicing. According to Marshall, the company seeks a balance of 50% owned MSR and 50% subservicing. 

And if you look, in total, we’re still in kind of a single-digit market share, Chairman and CEO Jay Bray said. It’s a scale business. You have to build and invest in technology. So, we don’t have any concerns about continuing to grow the platform. The key for us is sustainability.

Executives also added that, in terms of capital, the target for the company is so much far ahead of what is required of banks” that it’s not a concern,” according to Marshall. I can’t even imagine it becoming anything of a conversation. (…) You should think of us as having a rock-solid balance sheet.”

Overall, Mr. Cooper delivered $500 million in net income in 2023. Its almost $1 trillion servicing portfolio generated $869 million in pretax operating income last year. And by funding $12.6 billion in loans, it had a $100 million pretax operating income. 

A key theme for 2023 was operating leverage. We grew the portfolio at a double-digit pace during the year while at the same time cutting costs companywide, Bray said. In fact, since 2018, weve cut servicing costs by 30%.

Bray said the company will return its focus to equity, which is expected to grow to 14% to 18% by the end of 2025, compared to its current level of 12.5%. 

Cyberattack, changes in leadership 

Mr. Cooper generated $46 million in net income in the fourth quarter. That compares to $275 million in the third quarter of 2023 and $1 million in Q4 2022 when it had a negative mark-to-market of $58 million.

The earnings in Q4 2023 included, among other things, mark-to-market net hedges of $41 million and $27 million related to a cyberattack it suffered in October. The company had the data of nearly 15 million current and former clients exposed in a hacking incident, which resulted in at least four class-action suits.  

Despite the cyber incident, the company kept its servicing and origination businesses profitable. With 4.6 million customers, the servicing division brought in $229 million in pretax operating income in Q4, compared to $301 million in Q3. 

Meanwhile, the originations division — which focuses on acquiring loans from correspondent originators and refinancing existing loans in the direct-to-consumer channel — brought in $10 million in pretax operating income in Q4, compared to $29 million in the previous quarter. 

Bear in mind that these numbers were impacted by the cyber event, Marshall said. Excluding that impact, we estimate EBT [earnings before taxes] would have doubled. For similar reasons, refi recaptures dipped slightly during the quarter but are now back up over 80%.

The companys total funded volume declined to $2.7 billion in Q4, down from $3.4 billion in the previous three-month period. Cash-out refinances represented 61% of the total, followed by purchase loans (25%), second-lien refinances (12%) and rate-and-term refinances (2%).   

In January, the company announced Mike Weinbach, a former Wells Fargo and JPMorgan Chase executive, as its new president. He is succeeding Marshall, who was named executive chairman at servicing fintech Sagent. 

Mr. Coopers liquidity reached $2.4 billion in Q4, with $571 million in unrestricted cash.



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Anywhere Real Estate named Joseph Z. Lenz to its board of directors, the company announced on Thursday. The appointment will be effective starting Feb. 13, 2024. 

Lenz currently serves as managing director and co-head of research for credit solutions at TPG Angelo Gordon, a prominent global asset manager with more than $200 billion in assets. As a result, the Anywhere board will expand from 12 to 13 directors under the helm of Chairman Michael J. Williams.

“We are pleased to welcome Joe Lenz to the Anywhere Board of Directors,” Williams said in a statement. “Anywhere is committed to maintaining a high-caliber and diverse Board, and we are confident we will benefit from Joe’s notable business experience. We are thankful for the continued support of TPG Angelo Gordon, and we look forward to working with Joe upon his joining the Board as we continue to guide and support the Anywhere leadership team.”

Lenz has extensive experience helping companies navigate investments across different capital structures, as well as investor and legal affairs. Previously, Lenz served as a board member of Northern Oil and Gas, a publicly traded energy investment platform. He now serves as a board member for Secure Energy, a privately held energy broker.

Lenz received his bachelor’s degree in philosophy, politics and economics from the University of Pennsylvania in 2010. 

As part of Lenz’s appointment, Anywhere Real Estate entered into a cooperation agreement with TPG Angelo Gordon and funds managed by that firm.



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Minnesota-based real estate investment trust Two Harbors has hired industry veteran Kyle Kilpatrick to lead its newly created mortgage originations division, which is part of the company’s strategy to retain borrowers from its servicing portfolio when interest rates drop.

“He has experience building direct-to-consumer channel products and businesses from scratch,” Bill Greenberg, president and CEO of Two Harbors, said in an interview. “We are building out the team to fill all those functions to be able to make loans and, as we said, hopefully beginning to take locks in the second quarter sometime.”

A 30-year mortgage industry veteran, Kilpatrick started as executive vice president of originations at Two Harbors in November. Before that, he spent nearly a year as EVP of direct lending at Go Mortgage and served for eight years as president of consumer direct at Lending.com, a Finance of America company.

“We have this opportunity, given where our portfolio is and where interest rates are, to build something from scratch, and we can make it entirely custom fit to our business,” Greenberg said. “We don’t have to buy something that other people have made that doesn’t fit very well and that’s upside-down on costs.”

Two Harbors’ origination business will hedge its servicing portfolio of $216 billion in unpaid principal balance (UPB) as of Dec. 31, 2023. That’s how things work at other companies in the mortgage space, such as Mr. Cooper, Rithm Capital and Pennymac. Two Harbors’ primary strategy, however, isn’t to compete with large players for new customers.

“A lot of those guys spend a lot of money on advertising and outreach to people to try to find borrowers that they can refinance or make second liens,” Greenberg said. “We have borrowers we know very well that we can just call. The so-called lead generation is captive to our ecosystem already.”

For now, most of the company’s borrowers have no incentive to refinance. The weighted average coupon rate for its servicing portfolio was at 3.45% in the fourth quarter, signaling a low risk of prepayments. Meanwhile, the 30-year fixed mortgage rate was 6.9% as of Thursday afternoon, according to HousingWire’s Mortgage Rates Center.

While rates are still high, Two Harbors will work with second liens and home equity products through its origination business.

Journey to originating loans

Two Harbors was created in 2009, in the wake of the Great Recession, as prices for most assets, including mortgage-backed securities (MBS), started to fall and became an investment opportunity.

The company began investing in agency and legacy subprime MBS. Over time, it got involved in other asset classes, such as single-family rental properties and commercial real estate lending. (The latter division was subsequently spun off into a REIT).

Mortgage servicing rights (MSR) became a target in 2013, and by 2020, the company had chosen to focus on agency MSR and agency MBS. According to Greenberg, the premise was that “diversification sounds good only in theory” since “investors wanted to diversify themselves, but they didn’t want the investment vehicles themselves to diversify” for them.

Between 2017 and 2018, the company crossed the mark of 500,000 servicing units. At this level, conventional wisdom says it’s most cost-effective to bring servicing in-house, Greenberg said. At that time, Two Harbors sought a platform to acquire. It debuted in the servicing business in October 2023 by acquiring RoundPoint Mortgage Servicing LLC.

“One of the most interesting characteristics about Roundpoint was that it was agency [MSR] only. It had no government servicing, no Ginnie Mae exposure, which has different regulatory risks and different economics,” Greenberg said.

“It also didn’t have a lot of servicing on the platform — it was servicing some assets from its parent company, which was going to move back up to the parent before it transferred to us,” he added. “So, it just had a small amount of true third-party subservicing. It was sort of an empty shell waiting for someone to come and put all their servicing on the platform.”

Two Harbors also wanted to ensure that whatever vehicle it purchased had its licenses to originate loans. It had become clear to executives that in the valuation of MSRs, the recapture economics should be included.

“This one has been known for a long time, but it had never been explicitly included in the cash flows of mortgage servicing until the last couple of years,” Greenberg said. “And so we knew that in order to get the most value out of our servicing asset, some amount of recapture capabilities was going to be very important to our efforts.”

After integrating with Roundpoint, Two Harbors is expected to have 500 employees in four offices in New York, Minnesota, South Carolina and Texas. 



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Real estate farming, otherwise known as geo-farming, is a dependable lead generation method that can help to create a steady pipeline of real estate leads and clients in your area. Real estate farming is a slow-burn strategy where consistency and intentionality matter, but when it’s done right, your efforts can yield long-ranging results when guided by a community-first approach. If you want to add effective real estate farming tips, tools and tactics to your marketing arsenal, our guide will show you how it’s done.

What is real estate farming?

Real estate farming, or geo-farming, is a lead generation strategy in which the agent focuses on a specific geographic area. Common real estate farming ideas include direct outreach via mail, email or direct mailers, but you can also host neighborhood social events, sponsor seasonal events and provide helpful real estate information resources to your community.

The main idea is to put you, your team or brokerage in front of community members regularly, thereby establishing your brand and positioning yourself as a local expert and trusted resource. Real estate farming also includes traditional marketing methods like sending direct mailers, knocking on doors and nailing your locally relevant social media presence.

Why should I try real estate farming?

Real estate agents rarely use farming as their only marketing approach, but the ones who use it successfully credit real estate farming for the longevity of their business. Remember — most of the time, buyers and sellers may not be actively looking for your services, but when they are, real estate farming ensures you are always top of mind.

Like all marketing, real estate farming is psychological. The well-established rule of seven explains that consumers typically work with a brand or service only after repeated exposure to it. Clients are more likely to pick up the phone and call you after seeing your name on multiple mailers, business cards and signs. And after winning business in a small geographic area, your referral business begins to build upon your success.


Real estate farming tools 

Whether hosting open houses, first-time homebuyer workshops or seasonal neighborhood events, these tools will help you become a go-to local expert.

Luma

Logo-Luma

Starting price: Free (with a 5% platform fee on tickets along with Stripe processing fee)

Luma is an iOS app and event page manager that features SMS invites, QR code check-ins and even weather forecasts, helping you make event organization seamless. Create shareable calendar pages, track attendance analytics and finally,  post themed updates to get your guests excited.

Best features:

  • Shareable calendars
  • SMS invites
  • QR code check-in
  • Analytics for tracking event page views, referrals and sales
  • Accepts all credit cards, plus Apple Pay and Google Pay, for paid events
  • Premium features include Zoom integration and up to 5,000 invitations weekly

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Eventbrite

Logo-Eventbrite

Starting price: Free

You might recognize this global ticketing platform, but it can also be a helpful marketing tool for real estate agents organizing live and online events. 

Best features:

  • Mobile ticket app
  • QR code check-in
  • Marketing tools and data insights
  • Waitlists
  • Secure payments

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Parkbench

Logo-Parkbench

Starting price: $300 per month

Parkbench is a platform that helps real estate agents host live, neighborhood-specific virtual events, thereby creating video content to post on social media and YouTube. The company aims to help agents become “Local Leaders” in their communities, giving them exclusive rights to their neighborhood website (there’s a one-agent-per-community rule)  and setting them up to become the go-to expert on all hyperlocal topics. Use Parkbench to interview local business leaders, discuss community news, spotlight your neighbors and more.

Best features:

  • Sponsoring your community’s website could help you rank on the first page of Google for local keywords
  • Scheduling assistance for interviews with local guests
  • Parkbench editors create shareable video clips from your interviews
  • Ongoing group coaching with other real estate agents

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Lofty

Logo-Lofty

Starting price: Inquire

Lofty is an all-inclusive AI-powered platform tailored specifically for real estate professionals. If you have a marketing need, it’s got the AI-assisted real estate marketing tool for you.  Its tools for real estate agents include everything from team collaboration and productivity to lead generation and sales. 

Best features:

  • AI-assisted smart CRM
  • Automated social media marketing and posting
  • “Smart Plans” for lead nurturing and conversion
  • User-friendly agent website with AI-assisted IDX home search

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Catalyze AI

Logo-Catalyze-AI

Starting price: $360 per month

Catalyze AI is a unique real estate marketing solution for the data-driven agent. The AI-driven tool uses predictive analytics and a dataset of over 400 million data points to identify promising leads who have recently inherited property. It also pulls from event data, historical trends, behavioral analytics and other information, then provides lead suggestions for you within a 50-mile radius. 

Best features:

  • Uses historical data, behavior analytics, event-driven data and real-time insights to provide predictive analysis
  • Predicts high-probability buyers and sellers for efficient lead targeting
  • Access to 400 million data points

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Constant Contact

Logo-Constant Contact

Starting price: $12 per month

With a well-earned reputation, Constant Contact offers a robust CRM solution and its bread and butter of email marketing. The platform’s email editor is highly intuitive, with hundreds of templates to choose from. Its analytics-driven features help you track opens and clicks, plus it provides additional tools like sign-up forms, surveys, polls, and SMS integration to help build engagement.  

Best features:

  • AI-assisted content writing
  • Dynamic and functional templates
  • Mobile app for on-the-go management

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Real estate farming: a step-by-step strategy

Real Estate Farming_Residential

Every real estate agent has their own approach to real estate farming, but a few common parallels exist:

Step 1 — Choose your farm area carefully

Selecting your farm area comes down to combining your personal preferences and industry “green flags” that signal an area is worth investing resources into.

A good turnover rate shows that people are moving in and out of the neighborhood with enough regularity that there will be continued opportunities for business. Gorgeous communities with large estates and expansive, landscaped yards might not yield the best return on your time. Why? Because there are fewer homes per square acre and buyers typically tend to own their homes for more extended periods in such neighborhoods.

In contrast, starter-home neighborhoods might give you better results because there is more activity and a greater need for people to upsize once they’ve outgrown their house. But these rules aren’t written in stone — dig into your area and MLS data before making any decisions.

Size and accessibility+

Finally, understand what makes your farm area unique. Which companies and job sites are located nearby? How are the school districts? What attracts people to this area, and where do they want to live? Be able to name the best grocery stores, community recreation centers, places of worship, nature centers and shopping areas.

Also, know about specific local initiatives and incentives, like land trusts, environmental regulations, property developments, or upcoming renovation projects. For instance, are they expanding a local walking trail, building a new multi-use apartment complex, or adding a new redlight camera in a nearby intersection? These may seem like minor details, but they’ll matter considerably in future clients’ lives.

Step 2 — Understand your farm’s demographics

Now it’s time to learn about your customer. Research who lives in the area; are they families, retirees or young professionals? Identify who might be looking to move into the area and who might be planning to leave, including families needing larger homes or empty nesters looking to downsize.

Step 3 — Study the sales data

You’ve already studied data to select your farm area, but now is the time to zero in on more specifics. You should look at:

  • Average price and days on the market (DOM): Know the area’s average listing and selling prices, plus how long properties typically sit on the market.
  • Current inventory: Monitor the current homes available for sale, including the types of homes, price ranges and unique property features.
  • Price trends: To understand market dynamics, consider how prices have changed over time for different property types like single-family homes or condos.
  • Listing vs. sales price: Help your clients understand how much negotiation room they might have in upcoming transactions. A large gap between listing and selling prices (in either direction) can inform your understanding of supply and demand.

Step 4 — Plan your outreach

Now that you know who is in your area, their needs, and what the financial data shows, you can start planning and budgeting for your marketing strategy.

Plan for a mix of in-person, digital and physical outreach methods. Start with simple email and SMS (text) campaigns, utilizing lead nurturing software like Constant Contact and Real Geeks to organize and track every digital outreach attempt or “touch.”

Establishing early digital communication with your prospects establishes their expectation that they will hear from you throughout the year (with their consent and opt-in, of course). Maintaining an open line of digital communication through email and text will also be your method of reaching them when announcing Open Houses and other events.


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Then comes the in-real-life (IRL) fun. Give new clients the chance to meet you in person at a community movie night, a seasonal holiday parade or a local sports game. If you want to be truly memorable, come up with a signature event you and your team host every year, quarter or month.

For example, Carr describes her company’s monthly ice cream social in the same YouTube interview. On the last Friday of every summer month, her brokerage rents an ice cream truck to host a pop-up event at a community park within her farming area. The experience is memorable, she says, reminiscent of the days an ice cream truck used to drive through her neighborhood as a kid.

If a nostalgic ice cream night isn’t your thing, send an annual gift like a holiday cookie tin, a yearly calendar, a summer beach towel or a back-to-school coffee mug tastefully featuring your brokerage’s branding. Postcards, door hangers, and other marketing collateral will require a smaller investment, allowing you to reach more community members. An informative community newsletter, Facebook group or community website can provide consistent value and become a go-to resource for nearby residents.

Most importantly, build predictability. Pick activities you know you can follow through on consistently. Try thinking of your outreach plan in terms of annual, quarterly, monthly, weekly, and ad-hoc initiatives that whet your prospects’ appetite for more interactions with you. It could look something like this:

Mail “Just Sold” postcards to neighbors whenever you broker a successful sale or purchase.

Step 5 — Calculate your budget and expected ROI

Each of the above ideas comes with an investment of time, money, or both. For instance, Carr budgets between $5,000 to $8,000 for each of her brokerage’s quarterly events, totaling $32,000 annually.

Of course, you can deploy several free real estate marketing tools, including Facebook groups and cost-effective, lead-generating websites with community-focused content.

Bottom line: Know how much you’re willing to spend across all areas — digital marketing ads, marketing collateral, in-person events, novelty items, event rentals, etc. — and determine how many homes you’d need to sell to recoup a return on that investment.


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Step 6 — Start farming

With your plan, budget and knowledge in hand, it’s time to start farming. Begin by introducing yourself to the community, attending local events and gradually rolling out your planned activities. Consistency is key. Be patient and persistent; your efforts will help cultivate a strong presence within your chosen real estate farming area.

Step 7 — Track and nurture leads

As you develop momentum and add leads to your database, set up a system for regularly tracking and nurturing your relationships. Remember — contacts within your farming area are distinct from others in your CRM; they live in a geographically distinct area (likely your neighborhood!), so your messaging should be more personalized and community-focused.

When nurturing leads, tailor your communication to meet your prospects’ needs. Just think, what would your neighbor want to hear? Find natural opportunities to mention market trends in the area, community announcements, events and helpful real estate advice. Keep a detailed record of your interaction with potential clients in your farm area. Include phone calls, emails, door-knocking visits and events, and their responses to your direct mail and email campaigns.

Over time, review your interaction records periodically to evaluate which methods are most successful in engaging potential clients. Notice how often people reply to your emails, what information resonates with them, and how many attend your events. Refine your approach based on what the data shows.


Related Article

Real Estate Farming using geotargeting in a downtown area

Real estate farming: Tips and best practices

Tip #1: Think long-term

Real estate farming isn’t the kind of marketing strategy that yields overnight results. Give yourself a year of consistent effort before throwing in the towel or trying a new farming area. Budget-wise, give yourself a year of runway. Evaluate your results monthly and quarterly, looking at the big picture after a year. Only then can you truly decide whether geo-farming gave you the desired results.

Tip #2: Start simple

When you start real estate farming, sending a “Just Sold” postcard when you sell a new house can be a powerful way to debut your services to a new community. A simple postcard announcing new sales serves the community in two ways: 1) It updates them on their neighborhood’s latest average home value, and 2) It introduces them to a new agent (you) should they decide to sell their home soon.

Tip #3: Focus on quality and consistency—not just quantity

There’s a difference between consistency and quantity. Don’t just “spray” your farming area with impersonal, generic postcards to try and reach a massive number of prospects. Similarly, don’t sacrifice quality simply to try and mail something once a week. Be intentional. Choose methods you can execute well and commit to a cadence you can sustainably maintain.

Maybe your sweet spot is a monthly or quarterly summary of every home you’ve sold in your targeted area rather than a postcard for every sale. Or perhaps you prefer mailing seasonal cards for holidays, school breaks and special community events instead of linking your mailers to sales. Whatever your strategy, pick something you know you can commit to — and become known for it.

According to recent National Association of Realtors data, only 26% of home buyers are first-timers. So, if you’re already offering first-time homebuyer workshops in your local community, broadening such events to include activities that all community members can participate in will help you reach a broader demographic of buyers and sellers.

Tip #4: Get resourceful

Don’t limit yourself to the most expensive mailers or big-budget events. You can start real estate farming by simply introducing yourself to parents at your child’s school. One pair of realtors, Alissa and Katy of the Hustle Humbly Podcast, mention that simply serving as secretary of your local Parent Teacher Association (PTA) or another community group “counts” as farming since it provides natural, conversational opportunities to bring up your work and answer prospective clients’ questions.


Related Article


Real Estate Farming FAQs


  • What does farming mean in real estate?

    Farming in real estate refers to focusing your marketing and networking efforts on a specific geographic area or community (often the one you live in) to establish a brand presence and generate new leads.


  • How do I start real estate farming in my neighborhood, city or town?

    Begin by selecting a suitable real estate farming area, first understanding its demographics and studying its sales data to inform your outreach. Next, plan annual, quarterly, monthly, weekly and ad-hoc outreach methods that you can do consistently every year. Make one or two ideas your “signature” events and become known for them. Plan your budget accordingly, knowing what kind of return on investment (ROI) you need to make your efforts worthwhile. Then, consistently engage with the community and roll out your plan.


  • What is demographic farming in real estate?

    Demographic farming is like geo-farming but focuses more on factors like age, family size and income level. Geo-farming considers demographic factors, but demographic farming focuses primarily on such lifestyle conditions to target an ideal customer base. For instance, a luxury real estate agent focusing on unique, upscale homes might concentrate more on demographics because their target client — an independently wealthy entrepreneur — is motivated more by finding rare properties and less so by considerations like school districts and proximity to community centers.


  • What is a good turnover rate for real estate farming?

    Generally speaking, real estate agents advise aiming for neighborhoods with at least a 6% turnover rate for the highest probability of success.

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As a real estate agent, you may think clients should care more about their next home than your life story. And while that may be true, well-crafted real estate agent bios can build trust and credibility and serve as a powerful tool in an agent’s marketing arsenal — giving prospective clients. After all, prospective clients are trusting you with one of their biggest financial decisions.

A national research study conducted by Brand Builders Group found that some 74% of all Americans and 85% of millennials aged 35 to 44 say they are more likely to trust someone who has an established personal brand. Writing an expert real estate agent bio is the first step in creating that trust and credibility.

While there’s no exact formula, every well-written bio includes a few key features, which we dive into below. Follow these tips to differentiate yourself from the pack and enhance your professional brand.

In this article

Why your real estate agent bio matters

Your real estate bio is how you shape the narrative about your services and brand. It is often the first point of contact between you and potential clients, or it’s how clients confirm if you’re the right fit after you’ve been referred to them. A good real estate agent bio offers relatable glimpses into your personality while sharing relevant accolades, achievements and expertise.

Practically speaking, your future clients will be skimming for information that reveals your knowledge about their neighborhood or zip code, and whether you’ve worked with the type of property they are buying or selling. They’ll want to know you have what it takes to close the type of deal they are looking for, and that you can help them reach their financial goals.

But on a more basic level, people like to connect human-to-human. So let your personality shine. Showcase the best and most authentic parts of yourself by sharing a few selective personal details.

How to write a real estate agent bio

Writing a real estate agent bio is all about finding the balance between capturing the client’s attention, sharing your genuine personality and showcasing your expertise. Most readers scroll through bios quickly, so you want to include some eye-catching buzzwords.

To help you get started, here’s a list of everything you should include in a real estate agent’s bio, plus some buzzy keywords to help you phrase your message in a memorable way.

What to include in your real estate agent bio

Professional experience

It sounds obvious, but too many real estate agents forget to share their expertise. It’s okay to be a little braggadocious! Start strong by describing your professional background. Lead with your most eye-catching (and even most obvious) resume milestones, such as:

  • How many years you’ve been in the business
  • How many clients you’ve served
  • What kind of sales or purchases you’ve help clients achieve
  • What types of homes or client you specialize in
  • What your total sales volume is

See it in action

Check out this bio from Tate Kelly of Coldwell Banker Warburg:

Tate Kelly

Tate Kelly is a riddle of valuable contradictions. To begin with, his reputation for excellence is ironclad: over a decade of experience as a real estate broker and over $300,000,000 in total sales. In 2024, Tate received Coldwell Banker’s International President’s Premier Award representing the company’s top 1% of all sales professionals. In 2023, Tate was recognized by RealTrends as one of the Best Real Estate Professionals in the United States. Representing the top 1.5% of more than 1.6 Million licensed Real Estate Agents/Brokers nationwide.

Tate is a native New Yorker who grew up on the Upper East Side. Tate knows the city, understands luxury, and loves historical architecture. At the same time, he is approachable, adaptable, unassuming, and self-aware. Tate’s track record working in luxury sales serves as the real estate version of the ‘Good Housekeeping Seal’ of approval. Both buyers and sellers value the combined benefits of his individual talents along with membership in one of the most respected real estate firms in New York City. But what really distinguishes Tate cannot be taught or listed neatly on a resume—it is his instinctive ability to relate to clients that has been an integral part of his career since the beginning.

When asked how a real estate agent should pick which professional accomplishment to focus on, Kelly told HousingWire he takes a holistic approach, starting with a few striking details. He explains:

Licensed Assoc. Real Estate Broker

Buzzwords to use

Try these buzzwords and phrases to describe your professional experience:

“Jane Doe has 27 years of experience serving Nevada homebuyers.”
“Jane Doe is an industry-leading Realtor with a talent for selling unique properties.”
“Jane Doe specializes in luxury markets.”
“Jane Doe is a reputable agent known for facilitating profitable transactions.”

Accreditations and designations

Highlight your professional credentials and any special designations you’ve earned. These not only bolster your professional image but also reassure clients of your credibility in the field.

See it in action

Check out this bio from Janet Boyden of Premier Sotheby’s International Realty.

Headshot-Janet-Boyden1

Janet has worked in the real estate market since 1999, expanding her footprint from Georgia to South Carolina down to Florida. Prior to joining Premier Sotheby’s International Realty, she began working at Celia Dunn Sotheby’s International Realty from Atlanta Fine Homes Sotheby’s International Realty, where she was named to the Atlanta Board of REALTORS® Multi-Million Dollar Sales Club for five consecutive years. With extensive experience in new construction home sales, Janet is certified in luxury home sales and specializes in relocation and new construction builder sales.

Growing up in Savannah, Georgia, as the daughter of a builder and developer, she learned the processes involved in new home construction from her dad. Real estate was a natural fit and Janet has represented several custom homebuilders.

Janet is a member of the REALTOR® Association of Sarasota and Manatee and has received various designations, including Accredited Buyer Representative, Accredited Seller Representative, Licensed Real Estate Salesperson, Certified Relocation Professional, Graduate, REALTOR® Institute and Certified Luxury Home Marketing Specialist. She received her Bachelor of Arts from the University of Georgia.

Janet and Robert Sherman brought their skill sets together in 2018 and formed a team to offer exceptional service to the Sarasota lifestyle. They have been recognized by RealTrends among America’s Top 1,000 agents for two years in a row and ranked in the top 25 three years running. Janet is now branching out in a new direction, mentoring newer agents and adding to her personal real estate team to expand their services and benefit her customers.

Interestingly, when HousingWire asked Boyden to share her number-one tip for how to write a real estate agent bio, she said adding personal touches gives her a better competitive advantage:

“Yes, keep your bio professional but make it personal too,” she told HousingWire. She explains why:

Global Real Estate Advisor

The takeaway here? Lead with your professional credentials, but sprinkle personal tidbits about the things that make you happy. Chances are, they will make your clients happy, too!

Buzzwords to use

Try these buzzwords and phrases to reference your accreditations and designations:

“Jane Doe is a member of the REALTOR® Association of Pittsburgh.”
“In 2018, Jane Doe became a LEED Accredited Professional.”
“Jane Doe was recognized by the Orange County Board of Realtors as a top performer.”

Values

Your core values will resonate with clients looking for an agent they can relate to and trust. Articulate these values clearly, using phrases that reflect your commitment to principles like integrity, client satisfaction, community and professionalism (or whatever feels authentic to you!).

See it in action

Check out this bio from Carrie Nicholson at Hawai‘i Life.

Carrie Nicholson_Hawaii Life

For twenty years, Carrie has been a top-producing real estate professional dedicated to the luxury real estate market on the Big Island of Hawai‘i. She serves her clients and her community as a Broker-in-Charge at Hawai‘i Life Real Estate Brokers and a Director of Hawai‘i Life One – Big Island, the company’s concierge suite of services, as well as a curated collection of Hawai‘i’s most exceptional properties and locations. Carrie’s unparalleled knowledge of Big Island luxury properties and international business relations has resulted in over a billion dollars in residential and land sales across her career. 

Carrie began her real estate career at Clark Realty and quickly became a top producer, and through hard work and focused determination, she has led her field in the Top Broker rankings since then. As Principal Broker of Kukio Properties, she led the development’s sales team, representing discerning buyers and sellers who value excellence, knowledge, and personalized results. She has been recognized multiple times as one of the Top real estate agent in Hawai‘i by Hawai‘i Business magazine. Born and raised in Hawai‘i, Carrie is a Coast Guard-certified submarine co-pilot, rescue scuba diver, and free diver.

Her passion for the ocean led her home to the deep blue enveloping the Big Island of Hawai‘i, where she worked extensively with National Geographic on underwater documentary films and photography. 

Carrie has lived and trained internationally in more than a dozen countries and from coast to coast. Her love of nature has given her a deep appreciation for Hawai‘i’s sense of place – perhaps the most invaluable attribute of the island’s luxury real estate.

Carrie has experienced first-hand the growth and transformation of the Big Island of Hawai‘i. Using her in-depth understanding, knowledge, and training, she helps clients make highly informed decisions about the community and helps them choose a home that synergistically meets their needs, dreams, and lifestyles. She has an innate understanding of her clients and generously extends the resources necessary to facilitate the realization of their dreams in real estate holdings.

Here, Nicholson promises excellence, knowledge and personalized results for discerning buyers and sellers. She underscores her expertise and global experience.

Nicholson also shares her passion for the ocean, her love of nature, and her appreciation for Hawaii’s sense of place. In a market where luxury residential home sales are so closely tied with the lifestyle buyers are looking for, Carrie’s deep commitment to the values of Hawaii resonates with her clients.

Buzzwords to use

Try these buzzwords and phrases to express your values:

“Dedicated to excellence in service”
Committed to the community”
“Integrity and honesty at every step”
“Client-centric approach and tailored real estate solutions”
“Family-centered relocation assistance”
“Unwavering commitment to clients”
“Passionate about delivering exceptional client experiences”
“A trusted advisor ensuring a smooth, stress-free real estate experience”
“Highest integrity in real estate practices”
“Driven by a passion for client well-being”


Connection to community

As in the example above, a local connection can be your biggest asset in winning over the hearts of clients who also have unique ties to your area. Mention your roots, your connection to the surrounding community, your understanding of the local market and any involvement in local activities or organizations.

See it in action

Check out this bio from Amanda Dukehart of Compass.

Amanda-Dukehart

As a native Baltimorean, I have a strong connection to this community and all that it has to offer.  After high school, I studied at Parsons in NYC and completed my studies at the Art Institute of Miami. With a background in design and business, many of my clients come to me because they want an agent that understands their needs and won’t “sell” them on just any home. When it comes time to list your home, I know what it takes to set your home apart and get it sold for top dollar. Specializing in mid-century, historic and unique properties alike; It’s not just a home, it’s an extension of who you are and should support your ideal lifestyle.  When working with me, you will feel confident that I am focused on your wants and needs above all else. I am a member of the National Association of Realtors, and the Greater Baltimore Board of Realtors.

Here, Dukehart leads with her native Baltimore roots, noting that she returned to her hometown after studying design and business in two leading art cities. This detail reinforces her commitment to her community, while adding to her credibility as someone who specializes in mid-century, historic and unique properties. Art and design enthusiasts will likely love her connection to Parsons School of Design and the Art Institute of Miami, but tried-and-true Marylanders will appreciate the fact that she came home.

Buzzwords to use

Try impressive buzzwords and phrases to highlight your connection to your community:

“Deeply rooted in the Dallas area”
“A proud resident of the Tri-State area”
“Actively involved in local development”
“Your local neighborhood expert”
“Nurturing strong relationships in the Bay Area”
“Born and raised in the Milwaukee region”


Testimonials

A powerful way to add credibility and humanize your bio is through testimonials. These are endorsements from past clients that speak to your signature style, skill and effectiveness as an agent. Think of them as social proof, reassuring prospects that you have a good track record and teeing them up to get in line for their turn at experiencing your fine service.

See it in action

Check out these testimonials on the bio page for Amanda Dukehart of Compass.

“I don’t think there’s a real estate agent out there better than Amanda. She guided us every step of the way and bent over backwards to get us the home we wanted in this crazy market. She worked tirelessly for us and is a true credit to her profession. On top of her exceptional work ethic, she has a great eye for style and aesthetics. You won’t regret choosing her for your agent.” -Scott (via google business)

“Amanda was incredibly attentive to our needs, she made the process of selling our home as painless as possible, and I wouldn’t hesitate to utilize her services for any future real estate purchase or sale.” -Ryan (via google business)

“Throughout the entire home-buying process, Amanda was attentive, responsive, and knowledgeable. She stuck to our price range, and managed to get a feel for what we might like in a home very quickly. We couldn’t be happier with the house we ended up purchasing, and Amanda guided us through getting our offer accepted in spite of a highly-competitive market. Through every step, from finding a title agent to getting a mortgage worked out, she explained what needed to be done in clear and concise terms, and maintained professional transparency. On top of everything, she was responsive and easy-to-reach via text, phone, or email when we had questions. Amanda took so much stress out of our first home purchase, and for that I can’t recommend her highly enough.” – Carleen (via google business)

Once again, Dukehart nails it with these testimonials. Notice how specific they are?

Buzzwords to use

Let your happy clients do the talking. Gather their feedback through online forms or Google Business and select the best ones to put on your website. Choose ones that are specific and relatable, such as when you helped someone sell their home in a challenging market or found a unique home in a competitive ZIP code.

Pro tip:

Strategically place your testimonials throughout your website, putting them in your bio where they make sense. For example, once you introduce your experience and skills, back up your claims with a real-world testimonials. Keep them brief and to the point, but don’t be afraid to let your satisfied clients gush.


Career stats

Include impressive career statistics like the number of homes sold, total sales volume or any record-breaking sales. These figures effectively quantify your success and add meaningful credibility on top of the feel-good warm fuzzies.

See it in action

Check out this bio from Monica Carr of Monica Carr Group.

Monica-Carr

Monica Carr and her skilled team are passionate about catering to the needs of each client, and their proven track record speaks for itself. For nearly 20 years, Monica has helped families in Orange County buy, sell, or lease, with total sales nearing $1 Billion. The Monica Carr Group is committed to streamlining the buying and selling process to deliver a 5-Star Experience to every customer, every time. Praised by clients and colleagues alike, Monica and her team are highly respected for their expert negotiation skills and market trend insights. Their sellers have access to gifted home stagers, professional photographers, videographers, home repair technicians, negotiated escrow rates, an extended database of buyers, and intuitive pricing strategies that deliver impressive results every time!

Monica has been in the top 1% of Realtors in Orange County year over year since she was licensed in 2003. She is honored to work side by side with her team who are recognized as top performers in Orange County.

Not only does Carr list her 20 years’ experience and sales totaling $1 billion, but she mentions next that she is in the 1% of Orange County top performers.

Buzzwords to use

Try these buzzwords and phrases to showcase your career stats:

“Successfully closed over 600 property transactions”
“Consistently ranked in the top 5% of agents in the region”
“Close to $1 billion in total property sales”
“Awarded top realtor four consecutive years in a row”
“Average time on market for listings: less than 30 days”
“Expert in negotiating deals, averaging 96% of asking price”
“Leader in first-time homebuyer sales”

Awards, accolades and press mentions

Mention any public recognition you’ve received, such as awards from local organizations, shoutouts in magazines or newspapers, notable prizes and rankings in industry publications. These accolades serve as testament to your excellence and commitment.

See it in action

Check out this bio from Erin Sykes of Nest Seekers International. Here, Sykes knocks it out of the park with an impressive list of media outlets for which she has served as an expert source.

Headshot-Erin-Sykes1

Erin Sykes’ perseverance and ability to anticipate trends are what have driven her success. Erin strives to help clients reach their unique goals with discreet, individualized attention and action-orientation.

Specializing in helping clients year-round in Palm Beach, The Hamptons, New York City, and the New Jersey coast, Erin utilizes her combined background in finance and construction to take an analytical and qualitative approach to amplifying clients’ return on investment. 

With a background in commercial and luxury residential construction at her family’s 120+ year-old firm and certification as a LEED AP – New Construction, Erin understands how to optimize new development and intricate renovation using sustainable materials and methodology. 

As Chief Economist for Nest Seekers International, Erin  is responsible for developing and translating real estate trend data into consumer and industry insights. She reports on monthly housing starts, new developments, rate changes and general industry trends for all major news outlets.

Erin is often interviewed by Fox Business News, CNBC, TODAY, CNN, NBC Nightly News, The Real Deal, Bloomberg, Mansion Global, Forbes, TechCrunch, and Inc. She holds a MBA from Pepperdine University and a Bachelor in Finance and International Business from Villanova University.

Erin resides between Palm Beach, NYC and Longport, NJ. Follow Erin on Instagram and Twitter @SykesStyle .

Buzzwords to use

Try these buzzwords and phrases to describe your accolades and accomplishments:

“Recipient of the Top Agent Award for exceptional sales performance”
“Ranked among the top 10% of agents in the Bay Area by Compass”
“Named Realtor of the Year in 2021”
“Recognized by REAL Trends as a top 500 agent”


Tips and considerations for writing the best bio

Choosing between first-person vs. third-person

When considering how to write a real estate agent bio, you may wonder whether to write in first person (as in, “I have 10 years of experience.”) or third person (“Sheila has 10 years of experience.”).

First person narrative offers a more personal touch, whereas third-person gives your real estate bio a more formal tone. Consider your audience, personal style and the vibe you want your professional brand to communicate. Generally speaking, third-person is more professional.

Where to share your bio

Throughout your career, you may receive requests to share your real estate bio with journalists, public relations professionals, hiring managers, panel coordinators, conference organizers and more. On top of that, you’ll want to share your bio on your own website and social media channels, plus on any type of digital or physical flier, brochure, poster, sign or pamphlet for any events in which you participate.

So how do you write a real estate agent bio for every circumstance? It all comes down to customization. Keep most of the information the same, but change the tone and move up important details you know will speak most to every audience’s pain points. Create a short bio and a longer bio to share depending on how much space you get.

A first-time homebuyer class, for instance, should present a welcoming environment. Your bio should communicate that you are knowledgeable enough to help navigate your clients’ journey with confidence, but accessible enough to attract newbies. Perhaps you add a line about how many first-time homebuyers you’ve helped in the past.

Meanwhile, bios written for highly exclusive luxury clients should communicate confidence in handling large deals in high-profile areas, noting details like total sales volume and which neighborhoods or what types of homes you specialize in.

Using our real estate agent bio template

Templates can be a great starting point, especially for new agents. Following a structured format that you can personalize makes it easier to cover everything.

In general, your bio should follow a similar logic as we’ve outlined above. Be sure to speak directly to the needs of your customer, highlighting specifically how you can help them with their real estate needs.

Free template

[Your name] is, a [your town]-area real estate agent specializing in [your specialization]. Holding credentials such as [list key accreditations and designations], [your name] is a [phrase that highlights your approach, e.g. trusted advisor, community advocate, etc.].

Having accomplished [mention a notable career stat, e.g. selling over 300 homes and a $100 million sales volume] and receiving accolades like [name recognitions], [your name]’s expertise is recognized across the industry. He/she/they is/are dedicated to [list a value, e.g. helping families find their dream homes, transforming market challenges into opportunities], [he/she/they] consistently delivers results that exceed client expectations.

[List client testimonials here].

Deeply embedded in the [community name] community, [your name]’s approach to real estate is driven by [his/her/their] commitment to [list another core value, e.g. integrity, personalized service, community development]. [His/Her/Their] understanding of the local market dynamics, combined with [his/her/their] involvement in community initiatives, empowers clients to make informed decisions, whether they are first-time buyers, seasoned investors, or looking to sell at the best value.

Recognized in [press or media mentions], [your name] is ready to partner with buyers and sellers to bring [name what clients can expert, e.g. insightful guidance, seamless transactions, tailored strategies] to [name ideal target demographic, e.g. luxury buyers, growing families].

Tools and resources

AI chatbots

For a techy approach to real estate agent bios, try loading your resume into ChatGPT and prompting it to write a bio for you. Command ChatGPT to “write for a ____________  audience who is preparing to _______.” Giving the chatbot a description of your ideal demographic will help it tailor the information listed in your resume to speak to the exact moment of your prospective client’s journey. As with the template we provided above, you can customize your AI-generated bio to sound more personable and natural to you.

Freelancer platforms

Don’t be afraid to check out the services available on platforms like Fiverr and Upwork. Put out a bid to find a professional freelance ghostwriter who can help you write your real estate agent bio. Once you’re ready to publish it on your website homepage, check out our list of the best real estate website builders.


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Last year marked the 10th consecutive year of population declines for Illinois. According to estimates from the U.S. Census Bureau, the state lost 32,826 residents from July 2022 to July 2023.

Despite the population decline, Illinois’ housing market remains relatively strong. The state has an Altos Research Market Action Index score of 44, which is above the national score of 39. Altos considers anything above 30 to be indicative of a seller’s market.

Real estate professionals throughout the state attribute the resilience of the state’s housing market to its perpetually low inventory problem.

“Inventory is almost nonexistent,” said Melissa Kingsbury, a Redfin agent who works in the southwest suburbs of Chicago. “If a home is priced correctly, we are seeing multiple offers coming in within a few days, and all over asking (price) and some appraisal gap clauses.”

Kingsbury said homes at lower price points have the largest buyer pools and are frequently subject to the stiffest competition. Although the competition remains strong, Kingsbury noted that it is slower than at the height of the post-pandemic market.

“During COVID, I was getting some crazy numbers, like 20 to 30 offers per property, but now it is more like five to 10 offers,” Kingsbury said.

As of Feb. 7, Will County, Illinois — which is where Kingbury’s home base of Frankfort lies — had a 90-day rolling average of 670 active single-family listings, according to Altos Research. During the same week in 2020, just prior to the onset of the COVID-19 pandemic, the county had a 90-day average of 1,972 active single-family listings. The county’s low inventory situation has contributed to its Market Action Index score of 48, four points higher than the statewide score.  

Will-County-Inventory-Line-Chart-Will-County-IL-Weekly-Single-Family

Across the state, as of Feb. 2, Altos data shows that Illinois had 11,974 active single-family listings, markedly lower than the 33,960 single-family listings reported in early February 2020.  

Illinois-Inventory-Line-Chart-Illinois-Weekly-Single-Family-1

“A Tale of Two Cities”

While the housing market in Chicago’s suburbs may be strong, things look a bit different in the city’s downtown area.

“It’s like ‘A Tale of Two Cities,’” said Matt Laricy, team leader of medium-sized Chicago brokerage Laricy. “In downtown Chicago, with the high rises, it’s a buyer’s market — maybe the biggest buyer’s market in history if it’s a luxury property. 

“In most parts of the country, if you said you had high inventory, it would mean maybe a month or two of supply, but in some segments of our downtown market, we have 18 months of inventory, which is crazy.”

Laricy attributes some of the slowdown in downtown Chicago to the lingering effects of COVID-era policies.

“Only 61.5% of people are back to working in the office, which is up from like 35% last year, but it’s still not good,” Laricy said.

In addition to fewer employees in downtown offices, Laricy also believes the city’s crime rate is also partially to blame. A CBS Chicago analysis of police data from Jan. 1 through Dec. 11 of last year found that 27,700 violent crimes had been reported in the city, marking the highest level of violent crime in Chicago since 2011.

“When I talk to clients and they are wondering why their $3 million condo isn’t selling, I’m like, ‘I don’t know, dude, maybe it has to do with the three people who got killed in front of your building last night.’ That is a pretty tough sell for someone who has a $3 million budget,” Laricy said.

The downtown area’s slower housing market conditions have caused many agents and firms to open offices in the hotter suburban markets, or leave the state altogether, according to Laricy.

“It’s depressing,” Laricy said of the downtown market. “People are just defeated and the thing that pisses us off the most is that it’s things that we can’t control. We can’t just change the political environment overnight and get the crime rate to come back down.”

Job growth is making Peoria a hot market

Southwest of Chicago, in the central Illinois city of Peoria, things look a bit more optimistic.

“We are seeing an investment by both small and large businesses in our economy,” said Mike Van Cleve, a Peoria-based agent for RE/MAX Traders Unlimited. “All of that means good things for our local economy and for the stability of jobs in our economy.”

In addition to a strong jobs market, Van Cleve also noted the city’s relatively low cost of living (the median list price is $99,900, according to Altos Research). Peoria’s expansive parks and trail system, which is the largest in the state, is another reason why people are moving there.

Like the Chicago suburbs, Peoria’s desirability has put a strain on the city’s already tight housing inventory.

“We have a lack of inventory, like a lot of communities, and it goes back to around 2019,” Van Cleve said. “Then, we would typically have 2,100 to 2,300 homes on the market in the county this time of year. And when I checked earlier this week, we had about 500.”

According to Altos Research, the city of Peoria had only 345 active single-family listings as of Feb. 8. In comparison, Chicago has 1,545 listings.

Peoria-IL-Inventory-Line-Chart-Peoria-IL-Weekly-Single-Family

“When you have a property that is highly desirable, it can have 12 to 24 showings in 48 hours and end up with multiple offers,” Van Cleve said. “What we are telling sellers right now is that homes that are properly priced and well prepared are averaging seven to 15 days on the market, compared to an average of 31 days for the greater Peoria area.”

The heat of the market is reflected by the city’s Market Action Index score of 41, again besting Chicago by five points. Additionally, Redfin ranked Peoria as the Illinois metro with the fastest-growing sales price in December 2023. Redfin found that the city’s median sales price was up 6.9% year over year to $122,900.

While there is no doubt it is a seller’s market in Peoria, Van Cleve said many potential sellers are hesitant to list.

“One of the main differences between now and 2006 to 2008 is that there is a concern, because when we put a home on the market, we know it is going to sell, so people are afraid of then being homeless, or they don’t want to do a double move and rent for a few months while they look for their next home,” Van Cleve said. 

“There is just this uncertainty that they know they can sell their house, but they don’t know where they are going to live next.”

Although housing market conditions may be challenging heading into the spring season, agents in the inventory-strapped state are optimistic that new listings will soon be coming to market.

“Just in the last couple of weeks, I’ve had a lot of people saying they’re ready to list,” Kingsbury said. “Our typical spring market starts the weekend after the Super Bowl and I am already getting a lot more calls about listing, which is great. 

“I think I launched maybe six or seven listings in the last week, and I hadn’t done that in probably five months.”



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When creating retirement plans, people often consider their investments and other financial assets when determining the future course to take, but they rarely consider what is often their most valuable asset: their home.

This is according to Steve Resch, vice president of retirement strategies at Finance of America Reverse (FAR), in a new column published by The Street.

“[C]omparing the potential for return on investment (ROI) on home ownership to a surprisingly similar and well-accepted investment vehicle, the 401(k), illuminates the less-explored investment potential inherent in a home purchase,” Resch said.

While costs associated with homeownership tend to dwarf expenses that are often associated with other kinds of investments, the necessity for having a roof over one’s head also makes the home a more invaluable asset that should be maintained, Resch explained. This requires the separation of the home’s value from its cost, and treating it as both “an investment asset as well as a necessary expenditure makes sense,” he said.

Steve Resch, VP of retirement strategies at Finance of America Reverse, the leading reverse mortgage lender.
Steve Resch

There are also some notable similarities between the home as an asset and a 401(k) retirement account, he explained. Both assets “are long-term investments,” and while “an individual may work for multiple employers or purchase several homes throughout their lifetimes, they will likely pay into each investment for 30 years or more.”

They also both have “systematic contribution options,” including payroll deductions for a 401(k) account and monthly mortgage payments for a home.

Financial advisers would be wise to consider these similarities, and “holding a home to the same performance standards normally applied to a 401k can help illuminate why looking at a home as an investment not only makes sense, but offers an opportunity that would be foolish for any financial advisor to overlook,” Resch said.

Homes and 401(k) accounts alike also offer their own tax benefits, and while a 401(k) is designed to serve as an instrument to generate cash flow, home equity could also serve such a purpose if an eligible homeowner considered a reverse mortgage, he explained.

“The standard protocol for accessing equity has been to sell the property,” Resch said. “However, while selling a home does offer access to cash, it also could exact multiple tolls on the seller, including the costs and emotional impact of the sale and moving.”

Resch has explained in the past why reverse mortgages can be used as retirement planning tools. He has also advocated for the industry to develop firmer ties with financial planners as referral partners.

“I was a referral partner for many, many years,” Resch explained during a 2022 virtual event hosted by HousingWire. “I gave my loan professional probably three to four reverse mortgages every single year, for many years.

“As financial advisers, we trust our referral partners, our trust attorneys, our CPAs and our loan originators. Once you have that relationship, I’m not going to shop for anyone else because I trust you. So, referral partners are very, very important.”



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