Lower mortgage rates tend to take housing supply off the market and demand has been picking up lately as rates have fallen. However, the recent drop in housing inventory has more to do with seasonality factors than lower mortgage rates.

Higher mortgage rates did push inventory higher during the seasonal period when it would normally be declining. However, seasonality tends to rule the day eventually. The question now is what will inventory look like in the spring if mortgage rates keep falling?

Purchase application data

Now that mortgage rates have fallen from a bit over 8% toward 7.32%, we can see the immediate impact as purchase application data was positive for the third straight week. Last week, it was up 4%, making the year-to-date count 21 positive prints versus 23 negative prints and one flat week.

The rule of thumb is that it’s a material difference if we get 12-14 weeks of a positive trend. Last year, we had three months of a positive data run as rates fell from 7.37% to 5.99%. So for now, three weeks of positive purchase applications is a small but important step in the right direction.

Mortgage rates and the 10-year yield

The 10-year yield ended the week roughly flat. Mortgage rates started the week at 7.38% and ended at 7.32%; it was a light holiday trading week, so we shouldn’t make too much of it. Instead, let’s look at the future: If the 10-year yield can break under 4.34% with some kick from bond buyers, we have an excellent shot at getting under 7%. 

It’s essential to think about rates in this light. Last year in November, we had a noticeable move lower in mortgage rates, and the forward-looking housing data got better, but almost everyone ignored it. No more excuses if this happens again, hence why reading the weekly tracker reports is a good thing.

Weekly housing inventory data

As we head toward the end of the year and start the countdown to Christmas, it looks certain that I will not have even one week of the kind of inventory growth I was hoping for when mortgage rates got above 7.25%. I was looking for at least a few weeks of inventory growth between 11,000-17,000, and it has yet to happen — even when mortgage rates got to 8%. 

Housing inventory fell this week, which is 100% related to seasonality. If mortgage rates hadn’t reached 8% this year and stayed below 7.25%, the seasonal decline of inventory would have started earlier. However, with mortgage rates down to 7.32%, we need to keep a closer eye on the weekly data, especially going into spring 2024, if rates fall more. 

Last year, according to Altos Research, the seasonal peak for housing inventory was Oct. 28. 

  • Weekly inventory change (Nov. 17-Nov. 24): Inventory fell from 569,898 to 565,875
  • Same week last year (Nov. 11-Nov. 18): Inventory fell from 569,571 to 564,571
  • The inventory bottom for 2022 was 240,194
  • The inventory peak for 2023 so far is 569,898
  • For context, active listings for this week in 2015 were 1,104,514

New listings data fell weekly but showed positive year-over-year growth. This has been a talking point of mine for months, as I brought this up on CNBC over two months ago, which is a positive story. Most home sellers are buyers, and we want the new listings data to show growth year over year since it appears that we have formed a bottom in 2023. No matter how high mortgage rates got, they didn’t create a new bottom range of new listings.

This week’s new listings data versus the past two years:

  • 2023: 48,587
  • 2022  45,859
  • 2021  51,933

Traditionally, one-third of all homes take price cuts before they sell. When mortgage rates rise and demand decreases, the percentage of homes with price cuts usually increases. One of the things that I will never forget about this year is that even with higher home prices and mortgage rates, the price cut percentage in the second half of 2023 has been consistently 4% below 2022 levels, showing how different this market was compared to one year ago.

Price cut percentages this week over the last few years:

  • 2023: 39%
  • 2022: 43%
  • 2021: 27%

The week ahead: Housing data, inflation report and jobs Friday

This week, we will have new home sales, pending home sales and home price data. We also have the Federal Reserve’s favorite inflation report coming out Thursday with jobless claims. Then we have jobs Friday. This would usually be the week that we also get JOLTS data and the ADP report, but that will come next week, so we have a lot of data to work with this week to move rates.



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Need flexible funding for your deals? Private money could be the answer. Whether you’re looking to dodge the bank or want greater control over the terms of your deal, that’s exactly what this creative finance option can provide. Our hosts can vouch for it!

Welcome back to the Real Estate Rookie podcast! Today, we’re taking a deep dive into private money—the creative finance solution that allows you to fund more deals without huge down payments or stellar credit. Tony and Ashley share how they discovered private money and why it’s their go-to financing option today. If you’re looking to borrow funds, our hosts will show you how to find private money lenders, how to structure your private loans to benefit both parties, and why this financing solution is the PERFECT stepping stone for a future investing partnership.

In this episode, you’ll also learn about the three essential documents for all private money loans, as well as how to approach your lender about structuring a deal. But that’s not all—this masterclass is for the private money lenders, too! Tony and Ashley discuss ways to protect yourself in a deal and how to ensure that you get your money back. Finally, you’ll learn when not to lend private money!

Ashley:
This is Real Estate Rookie Episode 342. My name is Ashley Kehr, and I am here with my co-host Tony J. Robinson.

Tony:
And welcome to the Real Estate Rookie Podcast where every week, twice a week, we’re bringing you the inspiration, motivation, and stories you need to hear to kickstart your investing journey. And today we’re switching it up just a little bit. You guys don’t get a bunch of questions from the Rookie audience today, but you get to hear from me from my experience. And Ashley’s going to interview me today to talk all about private money lending.

Ashley:
Yeah, we’re going to do a deep dive into everything and anything you need to know about being a private moneylender or getting money from a private moneylender. We’re going to talk about putting together the contract, the amortization schedule, what kind of document you need to file with the county clerk to make it official. We’re going to go through those documents that you need. We’ll give a little tax advice as to things you should consider for your taxes.
And then Tony also tells us how much money he had to pay out of pocket to a private moneylender when his flip didn’t sell. So it’s a jaw dropping amount of money, Tony, so make sure you listen for that. And I think it’s a great example as to the kind of character and trait that you should look for when you are investing with somebody too. And we definitely talk about scenarios where you can protect yourself and also what kind of standards you should have for the person you’re investing with and also as the private moneylender.

Tony:
So today we’re going to dive into one of my secret weapons in my real estate business, and that is private money, raising private money from other people, using that money to fund your deals. It’s been an absolute game changer for my ability to transact on deals and I’m able to scale at a rate that I wouldn’t have been able to if I was just using my own capital. So today we’re going to talk a little bit about what a private moneylender is, how to set those relationships up, how to navigate the water to private money lending, and hopefully give you a roadmap for doing this in your own business as well.

Ashley:
Tony has a lot more experience with private moneylenders, so we’re going to be focused mostly on Tony’s story today to kind of guide you guys and give you an all-inclusive kind of guidebook as to what private money is and how to actually get a private moneylender. So I’m going to be leading the questions today, Tony will be my lovely guest on the show.
First off, I want to start with who was your first private moneylender? When did you take that leap? Because you have talked about your first properties a lot. You went to that bank in Louisiana, they funded the purchase price, the rehab. What kind of made that transition from using bank financing to private money?

Tony:
Yeah, that’s a great question, Ashley. Maybe we should even start just with what the differences are between traditional bank financing, hard money loans, and then private money. Traditional bank financing is what most people think of when they think of going to get a loan. You’re going to your local credit union, your local regional bank, your big national bank, and you are applying for a mortgage with that institution. So that’s traditional banking.
And then you have hard moneylenders which focus more so on the real estate investor, and that’s where a lot of people who are doing the fix and flips or BRRRs are going with the hard moneylender. Hard moneylenders are typically also institutions, significantly smaller than some of the big banks that you’re going to be working with. But typically, these are businesses, right? These are people who make a living, right? These are businesses who generate revenue and profits by lending money out to investors. And hard money’s a good in-between because you’re going to be able to get debt on properties you definitely wouldn’t be able to get a loan on from Bank of America, but it’s typically a little bit more expensive as well. You’re going to pay a higher interest rate, you’re going to pay more fees. And typically hard moneylenders are a bit more rigid in what they want from a borrower and from a property, but it’s a good stepping stone, right? But as a rookie, honestly, sometimes hard moneylenders are tough to get into. They’re going to want more capital down, higher interest rates, and things of that nature.
And then the third type is the private moneylender, and to me this is like the holy grail of getting your deals funded because there’s significantly more flexibility when you’re working with the private moneylender. Typically, when we say private money, we’re talking about an individual or maybe one or two people that are working together. But the benefit of going with private money versus hard money is you get to really kind of have a say in what those terms look like. So how much down payment, if any, the interest rate, the term, all of that is negotiable when you’re talking with a person as opposed to doing it with a business. So at a high level, that’s kind of the differences there.
Ash, I’ve never used hard money. Have you used hard money for any of your projects before?

Ashley:
Yeah, I’ve used one hard moneylender, and I actually did a line of credit with them where I was able to get up to I think it was $1.5 million line of credit. So I was already basically approved to borrow that amount from them. I still had to bring each property to them. They would vet the property and then loan me the money, and it was the max $1.5 million. I couldn’t have more money out than that with them. So I actually did it for three properties, and honestly it was a nightmare. I hated it compared to private money or even bank financing.

Tony:
Was that the hard moneylender that you had recommended to me, the one that … I think I remember this, and yeah, if I recall the person, I remember some headaches with that one. But to go back to answer your other question, Ash, about what caused the transition. As we were building out the business, we realized that we needed to go after properties that needed some work and the ability to get turnkey deals, it was drying up a little bit. We couldn’t find as many good deals just sitting on the MLS that were turnkey, ready to go. So we were kind of forced into rehabbing properties.
So once we made that decision to start going down that route, I definitely didn’t want to go the hard money routes. I said, “Hey, let me tap into my network and see if I can find some folks that might be willing to fund these deals for us.” And luckily, I already had some folks that I knew that were successfully leveraging private money. So you ask a few questions, kind of understand how to set things up. And I had a really, really good escrow officer that I work with here in Southern California, and she honestly educated me quite a bit on the process as well. So it was really just out of necessity that we needed to go down the route for private money.

Ashley:
Yeah. For me starting with private money, it was working for another investor and I managed a lot of his companies. And one of the companies was kind of at a stalemate where it wasn’t really doing anything, and it was collecting interest from loans on vehicles. So this company had created with another business partner actually almost like a loan shark on vehicles. So if you couldn’t get a loan on your car, you could come to them and they would charge you 15 to 20% interest on your car loan and you would pay them. And there was no activity anymore. They had maybe four loans that were still being paid over the amortization, and there was a line of credit with this company.
So I approached him and said, “What if I paid you more interest then your line of credit and I this money to purchase this property?” And so that was my first private moneylender and still one of my private moneylenders today. But very, very casual as in the agreement of that private money. As far as the documentation and stuff like that, there was no actual lien on the property. It was just we had a note payable and a contract between the two of us for that. And that was just because of the trust we have built up. If I was to do it with anybody else, we would do it the property way that Tony is going to explain today, the proper way to do it and not this way.
So Tony, let’s start off with what are some of the documentation that you should actually use when you’re putting together private money?

Tony:
Also, you said something important Ashley I just want to circle back to, but the trust piece. And I definitely do think that that plays a role in how this relationship looks. If you’re lending from someone that you’ve worked with a dozen times, maybe you don’t need to go through all the hoops that I’m going to talk through today. We have a mutual friend Cam and Lexi who flip out in the Midwest, and I know that they typically, their step is a little bit different than mine, and I think a little bit more lax. Amy Maggiore, who’s been on a few episodes of the Real Estate Podcast, I think it was like 636 was her first episode, but if you go back and listen to Amy’s episode, I’ve spoken with her and a lot of times she’ll take the money directly from the private moneylender. So everyone kind of does it differently. So as long as you’re not breaking laws in your state, don’t feel like you have to do it my way. My way is just one approach. It’s worked well for me, that helps me sleep better at night with the way that I have it structured.
But one other thing that makes me think about too Ash is that the trust thing is important because the private money relationship is a partnership. It is a form of a real estate partnership, which if you haven’t picked up the Real Estate Partnerships book, hit over to biggerpockets.com/partnerships. And we actually do have a chapter in the book where we break down the differences between a private money partnership and an equity partnership. So if you want to understand what more of those nuances are, you can jump into the book. We just know there are differences.
But anyway, going back to your question Ass, Ash, about … Sorry, did I just call you [inaudible 00:10:14]?

Ashley:
If you did, I didn’t notice.

Tony:
You guys can cut that or just leave it in.

Ashley:
Or leave it.

Tony:
Yeah, and just bleep it out. But going back to your question, Ash, so there’s I guess really three main documents that I create whenever I’m entering into a private money partnership. We have the promissory notes, we have the deed of trust, and then we have the amortization schedule. And I’ll break down each of those in a little bit more detail.
So first is the promissory note. This is basically the outline of what this loan looks like. So myself and the private moneylender are entering into an agreement about the amount of money they’re going to give me. How long are they going to lend that money out? What’s the term of that note? What is it going to cost me to borrow that money, so what’s the interest rate? What happens if I need to extend? What happens if I’m … Whatever rules you want to put into your note with that person, that’s what goes into the promissory note.
So for us, like I said, typically we’ll have the actual loan amount, so someone might loan us 350,000 bucks, so that’s the note amount. Then we’ll have the actual terms. So how long can I hold this money from this person? How long are they loaning it out to me? We typically set our terms to be about 12 months, not about, to be exactly 12 months. And then we usually have an option to extend, and if we have to extend, there are some incentives for the lender. We always have the interest rate, and that’s an annual interest rate. So say that someone lends us … I’ll use round numbers here. Say that someone lends us $120,000 and they’re doing that at a 10% interest rate. That means over the course of an entire 12 months, they’re going to get back 10% or 12,000 bucks, which would be 1,000 bucks per month in interest that they’re accruing. So that’s how we set up our notes is that it’s an annual interest rate that they’re getting.
And then we also have the terms of repayment. So we typically set our notes up so that we’re not making any monthly payments during the life of the loan. We pay the private moneylender back at the end of the project, that’s either when we sell or refinance the property. But during the actual rehab itself, we’re not making any payments. And again, that’s something that we’re able to negotiate with the private moneylenders. If it was a hard moneylender, it might be different, but private moneylenders, we have that flexibility.
And then we also talk about the … I guess I’ll get into this later with the amortization schedule, but it’s also like how is this loan being amortized or how is this loan being structured from a principal versus interest? Our loans are always … we’re not paying down any of the principal balance during the life of the loan, so that interest is just accruing. So if someone gives us money, their principal balance remains the same, and then we’re just adding interest on top of that every single month. So that’s kind of how we set it up from the note perspective.

Ashley:
Yeah. So with the note, is this something your attorney is drawing up? And what is your recommendation for should you get a sample from somebody else? Should it be specific to your state, the private moneylender’s state, the state the property is in, or does it not matter?

Tony:
Good question. So I had my attorney draft up the note for me. Typically, she’s the one that does it. Actually on a refinance we just did, my escrow company did it for me. So I’d say go to an attorney in the tenure 10-year state or maybe in the state where the property’s at. That probably maybe makes more sense. I don’t know. I don’t know which one is more important, either your residence or the property’s residence. But my attorney is the one that usually drafts it up for me, and I actually have just a template that’s like fill in the blank. So every time I have a new deal, instead of me going back to my attorney, I’m just filling in the specifics of that deal. What’s the amount, what’s the term, what’s the interest rate? That’s typically all the information I need to update. And then that person’s name. So the attorney’s the one that usually drafts it for me.

Ashley:
And what about your name? Are you putting your personal name? Are you putting the LLC of the property? Do you have another company that’s going on the document?

Tony:
Yeah, so we usually put the name of the LLC on the note and usually because it’s our LLC that owns the property as well. So yeah, but we put our LLC on the note. I’ve only had one instance where a lender asked for a personal guarantee where if for whatever reason the entity itself wasn’t able to pay the loan, that I would then become personally liable. But outside of that, typically it’s just our LLCs that are signing for the property.

Ashley:
So you want to move into that amortization piece as to how you’re defining the terms of it. Are you making monthly payments? Are you paying at the end? Is it interest only? What are some of the options you can do as far as that repayment term and how are you putting that into the contract?

Tony:
So I’ll go into the amortization schedule and I’ll finish off with the deed afterwards because the deed kind of ties it all together. But we always create an amortization schedule. So if you’ve ever purchased a home, in your loan, that big loan packet they made you sign, somewhere in that loan packet is an amortization schedule. And that schedule basically says over the term of your loans, say you typically have a 30-year fixed mortgage, you’re going to see monthly payments stretch out over 30 years. And then every single one of those lines for every single month will show the payment amount that you’re making and then of that payment amount, what amount is going towards your principal pay down and what amount is going towards your interest payments. And you guys can just Google like amortization schedule, you’ll see an example of this. But with a usual mortgage, with a traditional mortgage, when you make a payment, that payment every month again goes towards both your principal and a portion goes towards your interest.
When we set up our private money deals, these are typically interest only. So it means we’re not making any payments that go towards principal reduction. So at the end of the term, the 12-month term, we’re paying back the entire initial principle that someone gave us, plus the interest that’s accrued. So it works out well for us because we don’t have to make any payments during the actual loan, but it also works out for the private moneylender because their interest is based off of that principal balance position isn’t getting smaller. So they’re getting a nice big payday back at the end, but that’s typically how we set it up.

Ashley:
Okay. So then the deed of trust, explain why that’s important and how you include this as part of the documentation.

Tony:
Sorry, just actually one other thing on the amortization schedule. I would recommend that everyone include that when they’re talking with their private moneylenders, just for sake of clarity, because it’s very clear both in the notes, but then people can also see it visually in the amortization schedule that they’re not getting any payments during the life of the loan and they can see how much interest is accruing on a monthly basis. So they know, “Hey, if this project goes four months, here’s the interest payment that I’m getting back in addition to my principal. If it goes eight months, here’s the interest payment that I’m getting back in addition to my principal.” So it really lays it out clearly upfront for the private moneylender before they make a commitment to investing with you. It just kind of reduces any ambiguity there.

Ashley:
I do have a couple recommendations. So you mentioned just Googling the amortization. Bankrate.com has a very user-friendly one to generate it, just put in $100,000, 5% amortized over 10 years, and just see what it spits out. There’s also an app, Easy Calculators, which also has the amortization in there for a loan too, or all different types of loan products. You can play with the numbers, even for seller financing, to try to put an offer together. Those are some great resources there.

Tony:
And I’d take the easy route. I just made a simple Excel Google sheet template, so every time now I just go in, I update the loan amount, the interest rate, when it starts, and I’m just able to drop that into the note every time.

Ashley:
So everybody always says to me, “Lady in the streets, but a freak in the spreadsheets,” and here’s Tony, “Here’s a spreadsheet I created.”

Tony:
But it worked out really well for us, right?

Ashley:
Yeah, yeah.

Tony:
So then the third document is the deed of trust. And if you guys go back and listen to Pace’s episode, he does a really good job of breaking down the difference between the deed, the title, the mortgage, these are all separate things. So when we have a private money relationship, we are on title for the property. My LLC, like Tony Robinson’s home flipping LLC, is listed as the owner of that property. We’re then listed as a person that’s on the note, so we owe the Jane Doe $350,000. But then when you look up the county records, even though we are listed as the owner, the person who has the note has a lien against the property. So their private money note is shown as a lien against the property in the same way a traditional mortgage is listed as a lien against your primary residence.
And the way that that happens is through the deed of trust, and it has a different name in every state. In California, it’s called the deed of trust. I think the general name is a mortgage security document. So every state has some sort of mortgage security document. In California, it’s called a deed of trust. So that deed of trust basically takes the promissory note, the debt that that person is giving us, and it ties it to the property. It ties it to the property. And what happens is that if for whatever reason, some worst case scenario, say that we are unable to complete the rehab or we’re unable to sell the property, we’re unable to refinance, or we’re unable to fulfill our duties to repay that promissory note, that deed of trust then gives the private moneylender the right to foreclose on the property, take it from us, obtain ownership, and then they can go out and fix it themselves, sell it, do whatever they want with it. But the deed of trust is that document that really solidifies everything and gives the private moneylender protection in case we ever stop making payments.

Ashley:
Okay. So now you have disclosed all of this, you’ve presented it to your private moneylender. Before you’re putting these documents together, to kind of backtrack, are you agreeing on these terms before you actually put the documents together? Or is this part of your presentation as to, “Here’s the terms I’m offering,” and you are giving them everything right there? Or is negotiating taking place beforehand?

Tony:
Great question, Ashley, and it is usually the latter where we’ve already kind of set up the terms that we feel will make sense for this deal. And honestly, our terms are pretty much the same always. The only thing that will change is the interest rate kind of given where interest rates rather than general, right? When the market was at a 3% interest rate, I think we’re offering folks 10. Now that we’re at 7, 8%, right, we’re offering a little bit more than that, but we typically present to people, “Hey, here’s the amount that we’re looking to raise, here’s the interest rate that we’re offering, and here are the terms of the deal. And if this is something that you’re interested in, reach back out and let us know.”
And what I’ll usually do is when I send out the information, I’ll send basic details of the property itself, and I’ll always include a short Loom video of me walking through both the promissory note and the deed of trust so that way people who maybe haven’t been private moneylenders before have an understanding of what the process looks like. So a lot of the breakdown I just gave right now, I have that in a Loom video. So I’ll send out the details of the flip of the rehab that we’re looking to get funded along with that Loom video. And then I’ll say, “Hey, if you’re interested, reach back out to me and my team.”

Ashley:
As far as the contract, so when the lender agrees already to sign, who do you recommend they put the name of the contract in? So we talked for you, you’re putting it into your company name, but what about for the lender? What is your recommendation? Should someone put it in their personal name? Should they have their own LLC?

Tony:
That’s a good question. No one’s ever actually asked that. And I’d say all of our lenders are doing this in their personal names. So all the notes are their personal names. When you look up on the county records who has the lien, it’s their personal name. So yeah, everyone’s sending it through their personal name. And again, I think that’s because most of the folks that I work with, these aren’t professional private moneylenders that do this a ton. So I don’t know, maybe that’d be a good question for Amanda Hahn or some of our legal folks to see if there’s an incentive from a tax perspective to run it through an LLC as opposed to their personal name. It could possibly be because interest collected I think is considered as active income, so if you’re running that through an LLC instead that’s taxed as an S corp, you might get some favorable benefits. But again, we probably need to pull Amanda Hahn on to get some insight there.

Ashley:
And one other thing we need to talk about too is if you are paying somebody interest, especially if you’re doing it out of your LLC, is that sending them a 1099-INT at the end of the year so it’s reported as to how much interest you paid them, and then it has to be claimed on the lender’s taxes too that they received this income of the interest too. So take into account that you will have to most likely pay somebody to do this. Everybody always forgets to factor into their numbers the bookkeeping, the cost of the LLC, the cost of the tax return.
And also if you’re using private money, we’ll have to file the 1099s and you can do them online, they’re pretty fairly easy to use. But there’s also software that you can pay to do it or you can have your accountant or CPA do that for you too. But something to really think about is make sure that you are filing those when you are using private money and sending them to … If you are doing it in your personal name, I don’t think you have to issue a 1099 though.

Tony:
I did ask my CPA and she said that we didn’t have to and that it was more so up to the lenders, scout’s honor, to report that on their personal tax return. So we haven’t issued any 1099s in our business.
But it does bring up an important point actually about the entity piece. So we have a separate entity. I guess let me take a step back. So the tax advice that I’ve been given is that you always want to separate your rental income from your active income. So rental income, short-term rentals, long-term rentals, all that is rental income. And then things like flipping, wholesaling, that’s all active income. So we have one entity for all of our rentals, and then we have a separate entity for our active income, so our flips. I don’t want to be wholesale as much anymore, only did that a few times. Our events, our coaching program, our media stuff, all that’s in one entity. And again, the reason why was because apparently you don’t want to mix your active income and your passive income into one entity because some of those benefits of the passive investing go away if they’re co-mingled in the same entity with your active income. So from the borrower side, that’s typically how we set it up as well.

Ashley:
Okay. So one of the other questions I have is regarding insurance. So are you putting these private moneylenders as a mortgagee on your insurance policy you would do when you have a mortgage on the property?

Tony:
We are not. Yeah, so we just factor in the cost of the insurance policy. We usually buy a year upfront and we’ll just make sure that that’s done during escrow as well. So the homes are always insured, but some lenders, like real lenders, like actual institutions-

Ashley:
Banks, yeah.

Tony:
-They’re going to want to make sure … Right, they’re going to want to make sure that you have that they have proof of insurance and if they don’t, they’re going to put the lender approved insurance, they’re going to force that onto your property. Again, that’s the benefit of going with the private moneylender is that they’re just more so focused on the return. They’re trusting us to make sure that the asset is insured. And that’s typically how we set it up.

Ashley:
Yeah. And part of the mortgagee side of it too is being listed as the mortgagee to make sure that the bank gets paid out first so that the check actually goes to that and not you too. So I was just curious if any of your private moneylenders had that requirement at all or asked for that, but I think it’s something a lot of people probably don’t even think of or they have that trust that … Is there anything in your contract that states if the property were to burn down or there was the loss of the property, that the insurance proceeds would go to the private moneylender or a portion of it would, or it’s a complete loss, they don’t get anything? If you will rebuild and they have to keep their money in the deal until you rebuild? Anything like that? I’m thinking all this off the top of my head because I’ve never thought about it either that way.

Tony:
Yeah, no, yeah, it’s a good question. So we don’t have anything in the promissory note specifically that dictates that, but here’s the thing that I always tell all of our private moneylenders, it’s like all it takes is one angry private moneylender to go on their Instagram, go on their TikTok, go on their Facebook, in the Facebook groups, wherever and say, “I lent money to Tony J Robinson, and it was the worst experience ever.” And now our ability to raise capital for all of our future deals is significantly impacted. So I’ve always shared with every person that we’ve done a deal with what’s most important to me first is my reputation, and at the end of the day, I’m always going to do whatever I need to do to make our private moneylenders whole.
So we had an episode earlier this year where I shared one of our flips where market shifted, we have a buyer that backed out. By the time we found that next buyer, things just weren’t working out how we wanted them to. We ended up having to refinance the property and it was a flip where we were supposed to make six figures on the actual flip and it ended up turning into a refinance where I had to put in over $200,000 to make sure that we pay back our private moneylender on time. So I’m always willing to take the hit myself personally to make sure that we’re mixing the private moneylenders whole so that way I can continue to raise money from people down the road.

Ashley:
Well, what if everyone isn’t as ethical as you Tony? If you are lending the money, would you suggest somebody ask that question as to what happens if this happens? The place burns down, or even in your situation, maybe let’s go into that. How are some ways that you can protect yourself as a private moneylender? So in your contract, what are some things in place where people who are lending you money feel safe and secure?

Tony:
First thing I’ll say is that I think that’s why a big piece of a successful private money relationship is the preexisting relationship where it’s like you’ve met this person a couple times. You’ve maybe seen some of their track record already. You’ve got a good sense of who they are as a person. If someone just walked up to you and you’ve only had one conversation at a meetup, maybe don’t give them $500,000 to go fund their very first flip. So I think have a little bit of not common sense, but have a little bit of, I don’t know, vetting this person and vetting that to make sure that this is someone that you want to get into bed with. But I think if a private moneylender really wants to protect themselves, just look at what a hard moneylender does because hard moneylenders do this as a true business and they’ve perfected the art of protecting themselves because that’s their first priority.
So hard moneylenders typically want down payments, right, they’re not going to let you fund the entire thing. Whereas for us, with our private moneylenders, that’s a requirement for us. We want to make sure that whoever we’re working with trusts us enough to fund the entire deal. Hard moneylenders typically charge higher fees or maybe don’t even work with new investors at all, right? If you’ve never done a flip, some hard moneylenders don’t even want to look at you, right because they’re like, “Hey, there’s too much risk inherent in that.” So I think if private moneylenders want to protect themselves a bit more, just go fill out an application for a hard moneylender and see what all those things are that they’re looking for and see what you can pull into your own private money relationship, and it’s a great way to steal from someone else.

Ashley:
Okay, let’s keep rolling with questions to be asked. And this one would be from somebody lending you money. What happens if I want my money back beforehand, so before you sell the flip or before you refinance?

Tony:
So it’s a question that’s probably one of the top two questions that come up. And so the first one is like, “Hey, what if I want my money back sooner?” Second question is, “What happens if you can’t sell this property for what you think?”
So on that first piece, like what happens if I want my money back sooner, the way we’ve set up our notes is that once it’s inside, you can’t touch it until the project’s done. And we communicate that very clearly upfront to say like, “Hey, this isn’t like a stock that you can just kind of trade in and trade out whenever it’s convenient for you. Don’t invest this money if you aren’t comfortable with the idea of it being locked up for at least 12 months. If you know you’re going to need this money back in four months, don’t do the deal. We’d rather have someone tell us no upfront, then get into the deal and down the road say, ‘Hey, we want to change things up.’” So we communicate that very clearly upfront that you can’t.
And then like I said, that second question that always pops up is, “Hey, what happens if you guys can’t execute your business plan?” And like I mentioned earlier, our goal is to always make our private moneylenders whole, and whatever means we need to do to make that happen, we’re willing and ready to do. So like I said, that last flip, we came out of pocket over 200,000 bucks to make sure we completed that refinance and paid that person back. And if we need to sell it for a loss, we’ll do that. Luckily, we haven’t had to do that yet, but whatever steps we need to take, that’s what we’re willing to do to make sure that those lenders get paid back.

Ashley:
And hopefully everybody that lends money to an investor is an investor like you where they’ll do everything to get paid back.

Tony:
Well, just real quick Ash because we also had … I wish I could remember what episode, maybe our producers can help us out. But we had, gosh, was it JP Desmond I think was the one that lost the money on those flips?

Ashley:
Wasn’t it like half a million or something? It was a lot.

Tony:
Yeah, it was a good chunk of cash that he had and his flip kind of fell apart, and he basically just refinanced or restructured that debt into a longer term. So I think he was paying them back over three years, even though the flip had already fallen apart. So there are always ways, again, assuming you’re working with someone of high character, that they really does want to make sure that they protect that relationship, there are always ways to try and make that person whole again. Ideally, best solution is you go into it, you knock it out, everything works perfectly, and everyone gets paid back on time and on schedule.

Ashley:
And that was Episode 279 if you want to hear that story. Okay. So now Tony, what happens if you can’t sell? You’ve kind of alluded through this throughout the episode. What are some maybe restructuring ideas somebody can put together or different extra strategies they could maybe present to the private moneylender?

Tony:
I guess I’ll give you two different scenarios. So I already gave you the first one where we basically just refinanced the property ourselves and came out of pocket a significant amount of cash to get that refinance done. But we had a second rehab where we didn’t want to complete the refi because rates had just gone up and the amount of cash we’re going to have to put down plus the increased interest rate, it just didn’t make sense for us. So we were able to negotiate with that private moneylender to extend his note for another year, give him a slightly higher interest rate. And even though the monthly payment was going to be higher than what it would’ve been if we refinanced, our overall profit at the end of the year would’ve been higher because we didn’t have this big cash outlay to complete the refinance while still giving us time to hopefully see what rates do over the next 12 months. So he was happy and willing to refinance because it meant that he’s still collecting that interest, and for him, that’s better than it just sitting in a bank doing nothing.
So that was the second option. It’s like if you approach that private moneylender and if they’re not in a rush to get those funds back today, then just give them that option and say, “Hey, let’s extend for another XYZ,” whatever period you want to pitch to them, see if they’re open to it, and then you just redraw the documents to make sure that everything’s lined up with those new terms of that deal.

Ashley:
Okay, Tony, this all sounds wonderful, but how do you find these people to give you your money?

Tony:
Great, great, great question. So there’s two different ways to go about it. Actually honestly, you should be doing all these things, right? So let me kind of break it down, right? I’ll talk the kind of in-person activities and the digital activities.
So from an in-person perspective, what I think every aspiring person that wants to raise capital should be doing is they need to build their network. And not in a self-motivating way, but just understanding that the more people that you know, the more people you are able to provide value to, the higher your chances, the higher your opportunities of finding the right person to fund your deals. So say that I’m a rookie starting from zero. The very first thing I would do is look at my local city, look at my local area, and try and find some of those real estate meetups that are happening in that area.
And I would go to as many of those meetups as I can for as often as I can, and not necessarily with the intention of pitching everyone right away to say, “Hey, will you be my private moneylender?” But just talking to folks and understanding what their motivations are, understanding why they’re looking at potentially … What motivated them to come to this meetup. And what you’re looking for are people who understand the value of investing in real estate, but don’t necessarily have the time, desire, or ability to do it themselves. That is your ideal person to be a private moneylender because it means they’ve got the capital, but maybe they don’t want the headache of managing a rehab. That’s just not what they want to do. They don’t really like the idea of tenants and shopping for deals and giving 10% to a property manager doesn’t make sense, so they’re still wanting to use real estate to give them those good returns, but they don’t want to do the work themselves. I think that’s the ideal person for you to work with.
And you can kind of pick up on those things based on the language that people use. If someone mentions that they have a stereotypical high-paying job, doctor, lawyer, I don’t know, engineer, software engineer, anything that’s super high six-figure salary, but they’re like, “Man, I work 60 hours a week and I barely have time for my wife and kids, but I really want to do this real estate thing.” Those are cues without them saying, “I’ve got a ton of capital,” that you can pick up on to say that. Or people that maybe have … For example, I have folks, some of our private moneylenders that invest using their 401ks and they’ll basically take a loan out against their 401k at a relatively low interest rate and then re-lend that money out to us where we’re paying them 5X what they’re paying on their 401k loan. That’s another cue to look for.
So I think the goal is to get out to these local meetups, network with people, understand what their motivations are, and then when you meet that person where goals might align, it’s a simple question of like … Sometimes I find deals and maybe this is a good fit for you, maybe it isn’t. But sometimes I find deals that I present to some folks that they’re able to fund. “Is that something that you might be interested in? If I find a decent deal, would you mind if I send it to you just to give it a look over? And if it’s not a good deal for you, no sweat, but maybe there’s a chance we can work together?” Super unabrasive, very disarming, but just float that idea. And they might say, “Yeah, sure, send it my way,” or they might say, “Ah, I don’t really think I want to do that.” No harm, no foul. So that would be my first step, Ashley, is going to some of those local meetups and building your network out that way.

Ashley:
I want to touch on one more thing is I feel like having a private moneylender relationship, it’s almost like a testing ground for partnerships. So maybe even before jumping into creating an LLC or a joint venture agreement with someone, maybe that’s actually your first kind of baby step is to where they are just lending you money on the deal and they’re just a debt partner instead of giving them any kind of equity or ownership in the deal, to kind of test just how that relationship goes with the person before you go ahead and build out a huge real estate portfolio with the person not knowing much about them.

Tony:
Yeah, I couldn’t agree more Ashley. And honestly, two of our private moneylenders have transitioned to becoming equity partners for us, and the majority of our private moneylenders have done multiple deals with us. We’ve had a few that were one and dones like, “Hey, I lent you money, but now I went out and bought my own property.” But the majority we’ve done business with multiple times, and it is a really good way to kind of build that relationships with folks. And it’s really cool because if we’re in a private money relationship and you’re really good about letting us do what we’re supposed to be doing and you check in at the beginning of the deal, we check in with you at the end of the deal, and you’re just all thumbs up, that’s a good sign to me that you’ll probably be a good equity partner as well.
But say we do a private money relationship and you’re calling me every other week saying, “Hey, Tony, the floor, is it in yet? Hey, Tony, is the back-splash in? Hey Tony, the cabinet’s in? Hey Tony, what’s the paint color?” That’s you kind of stepping into my world of work and not necessarily the person that I want to partner with on an equity deal. So I think the private money relationship is a really good stepping stone to potential long-term equity relationships. Or it could just be, “Hey, this is going to be a good private money relationship. We’re both going to be happy. This person’s going to continue to work their high paying W2 job, and I’m going to continue to use their excess funds to give them a better return than what they get leaving it in the bank or put it in a CD or wherever. And it’s a mutually beneficial relationship for all of us.”

Ashley:
Well, Tony, thank you so much for the wealth of knowledge for everyone today. I’ve thoroughly enjoyed having you as a guest on the podcast. Thank you guys so much for listening to this week’s Rookie Reply. I’m Ashley at Wealth from Rentals, and he’s Tony at Tony J. Robinson. Don’t forget to check out our new book at biggerpockets.com/partnerships. We’ll see you guys with another guest.

Speaker 4:
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Mike Cagney’s financial technology firm Figure Technologies has taken another step to go public with its lending division, LendCo, hiring investment banks to coordinate the initial public offering (IPO), per a Bloomberg report. 

People familiar with the transaction told Bloomberg that Figure is working with Goldman Sachs Group Inc.JP Morgan Chase & Co. and Jefferies Financial Group Inc. for the IPO. Figure and the banks declined to comment. 

The company’s lending arm, valued between $2 billion and $3 billion, is expected to go public in the first half of 2024. However, the report states there’s no final decision on the timing and valuation. Figure had a $3.2 billion valuation in a venture-backed funding round in 2021. 

Meanwhile, Figure seeks to raise $50 million for its digital asset arm, according to Bloomberg. The division, which won’t be part of the IPO, will be led by Cagney, the former head of SoFi. A new CEO would be considered for LendCo. 

Figure originated $900 million in loans and generated $2.7 million in adjusted profits in the second quarter of 2023, according to Cagney’s letter to investors and partners in July. The profitable lending business has more than a 50% contribution margin, he said in a meeting.

Founded in 2018 by Cagney, Figure tried to go public before. 

The company planned to go public via a merger with special purpose acquisition company (SPAC) Figure Acquisition Corp. in 2022. However, it was scrapped with the blank check company getting delisted from the New York Stock Exchange.  

Figure also announced its intention to merge with Homebridge Financial Services in 2022, which fell apart due to regulatory delays. CMG acquired Homebridge’s retail assets in March. 

In July, Figure laid off 20% of its staff, about half of them engineers, in its first round of staff reductions.

Figure uses the proprietary platform Provenance Blockchain for loan origination, equity management, private fund services, banking and payments. 

In June, it rolled out a wholesale lending platform that gives loan originators access to the company’s home equity line of credit offering.

CMG FinancialCrossCountry Mortgage, Fairway Independent Mortgage and The Loan Store are Figure’s private-label partners.



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Mortgage rates dropped significantly in the last few weeks, but the cost of borrowing remains high prompting many homebuyers to wait for even lower rates. 

The 30-year, fixed mortgage rate averaged 7.29% for the week ending Nov. 22, according to Freddie Mac‘s Primary Mortgage Market Survey. That’s down significantly from last week’s 7.44% and up from 6.58% the same week a year ago. 

HousingWire’s Mortgage Rates Center showed Optimal Blue’s average 30-year fixed rate on conventional loans at 7.283% on Wednesday.

“In recent weeks, rates have dropped by half a percent, but potential homebuyers continue to hold out for lower rates and more inventory,” Sam Khater, Freddie Mac’s chief economist, said in a statement. “This dynamic is reflected in the latest data showing that existing home sales have fallen to a thirteen-year low.”

New construction starts and permits showed surprising strength in October while existing-home sales slumped to their worst reading since 2010.

Except for the last seven weeks, current mortgage rates hit their highest levels since 2000. As a result, rates have to fall further to spur more demand from homebuyers who are grappling with affordability pressures.

“If rates can hold onto this improvement, or notch a further decline, however, this could mean that ‘buying a home’ does seem like a viable new year’s resolution to a greater number of households,” Realtor.com Chief Economist Danielle Hale said in an emailed statement.



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Seemingly forever, the average time between reaching a sales agreement and closing on that property has hovered around 45 days — a month and a half. 

It’s not something consumers think about much when they set out to buy a first home or plan to upsize to accommodate life changes. In fact, if you were to describe the home buying experience solely upon the things we see in advertisements, the process would end with the sales contract and all parties would merrily proceed directly to the handing over of the keys.

Unfortunately, those ads don’t talk much about the next month or six weeks, the period real estate professionals call the “settlement process.” More than a few real estate agents will roll their eyes and sigh when asked by a client, upon the signing of a sales contract, “What’s next?”

There’s an entire industry built upon the “What’s next?” in question. When asked why it takes an average of six to seven weeks to get to closing, there are a lot of complex (and honest) answers. But there’s also room for improvement.

The process of orchestrating the collaboration of lenders, appraisers, home inspectors, one or two real estate agents, a title insurance company and possibly others is complex. It doesn’t lend itself to a 24-hour cycle. And the complex legal and regulatory web that can vary from state to state and even city to city doesn’t invite a quick and smooth passage to the closing. 

Yet more can be done to ease that 45-day average. There are many processes and chokepoints that could be better addressed. The industry is finally recognizing those stubborn, delay-causing entities and processes and starting to address them head-on, giving us all hope that the 45-day close will one day be a relic of the past. 

The chokepoints that the digital transformation hasn’t eliminated …yet

While much is made of the digital transformation that’s swept the title and settlement services industry in recent years, a large portion of that has addressed the core processes of issuing a title insurance policy. Title production platforms are usually the backbone of a digital or partially digital title operation. One would be hard-pressed to find many title agencies that aren’t using some level of technology in that regard.

Other complex and time-consuming tasks addressed by improved technology include title searches, document preparation, lien releases and even the closing itself, as RON and digital closings gain adoption rapidly. The good news is that this trend towards a general adoption of technology seems to be accelerating. 

However, the settlement process varies from client to client, location to location. A form may be required in one county that isn’t in most others. A document might be needed closer to the closing date or as soon as a few days after the start of the process.

With all these nuances, it’s unlikely that a centralized production system developed for nationwide usage can eliminate the need to manually enter, for example, borrower information into a proprietary municipal website. There are dozens, if not hundreds, of similar tasks that, to date, have defied complete automation. 

Take the wide-ranging requirement for addressing clouds on the title. For numerous reasons, the curative department of a title firm likely doesn’t have the technology to procure things like a satisfaction of mortgage or release. Instead, it’s often some combination of specialized technology, an internet search, a few emails or voicemails, a document with manually entered data and the like. 

One significant hurdle to a faster closing process is the complex communication between the various professionals involved. In a typical transaction, a title agency must coordinate with several other parties, often using a mix of emails, phone calls, texts, specialized apps and online portals. This patchwork of communication methods not only makes the process cumbersome but also increases the chances of mistakes and delays.

And then, there’s the process of dealing with the property’s Homeowners Association (HOA) or even simply determining whether one is involved at all. 

Dealing with the HOA — a nightmare for all parties involved

The sheer number of HOAs in the United States and the lack of uniformity involved in almost any element of their role in a real estate transaction is another glaring reason for the 45-day closing.

Nearly half (53%) of the owner-occupied homes in America are represented by some form of HOA, yet there’s no single database or central repository that comprehensively indicates which homes are part of an HOA.

There’s no uniform method of determining if a property management firm represents an HOA and, if so, which firm. There’s no easy-to-access resource advising how to communicate with every HOA or property management firm. There’s no universal means of determining what HOA documents are required in different states or what fees you need to pay the HOA to release the documents.

In addition, it almost seems that each HOA takes pride in sorting and storing that data in a unique way. Of course, HOAs and property managers are busy and have other priorities as well. Requirement by requirement, form by form, it has long fallen to the title agency or escrow company to slog through a number of blind alleys to sort the HOA process. 

Those realities don’t even contemplate the numerous headaches and delays that come with identifying and dealing with multiple HOAs or the project management skills required to coordinate the Realtor, buyer and seller alike.

This is when an otherwise on-track closing is suddenly and indefinitely delayed by the realization that there is an HOA and that it’s not necessarily playing by the timelines of the closing. Even something as simple as obtaining a PDF might take weeks. 

Additionally, almost each HOA in the United States has (and occasionally uses) the ability to change its requirements and documentation with almost no obligation to report these changes to any centralized authority. It quickly becomes apparent that just the process of collecting and exchanging proper HOA documentation is a massive impediment to achieving a faster closing time. 

There is growing hope, however. As more title businesses clamor for new technology or improved service offerings for addressing chokepoints like these, more solutions are coming online. More professionals and firms are offering outsourced services and technology that lead to a more streamlined approach. AI and LLMs (large language models) are increasingly being brought into the fray as well.

Now that the title industry has addressed and begun to adopt the automation of core processes (title production platforms, automated search products), it is collectively putting more resources into addressing some of the more granular but every bit as stubborn obstacles to a cleaner, faster closing. 

New applications are coming to market faster than ever to help process handwritten documents or non-standard forms and input them into searchable PDFs or even directly into a title agent’s production system.

“Stare and compare” is increasingly replaced by more sophisticated OCR and AI applications. Status updates and other routine forms of basic but time-consuming communication or data collection are moving away from voicemail or email toward RPA and AI applications. The list of improvements is growing at an accelerating pace.

The title industry has finally put the foundation in place for a modernized workflow. Now, it is focusing on some of the ancillary processes that have historically clogged the production pipeline. Real estate will look different in 2030, perhaps even in 2024. I am convinced that our industry will finally put the 45 days to close to bed once and for all.

Anton Tonev is the cofounder of InspectHOA.

This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.

To contact the author of this story:
anton@inspecthoa.com

To contact the editor responsible for this story:
Deborah Kearns at deborah@hwmedia.com



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Has the epic crash in existing home sales finally found a workable bottom to rise from? The 10-year yield will be our guide, as I discussed on CNBC very early in 2023.

Where the 10-year yield goes, so goes housing! I say this because of the slow dance between the 10-year yield and 30-year mortgage rates since 1971. Last year, the 10-year yield fell from 4.25% to 3.37%, pushing mortgage rates lower from 7.37% to 5.99%. That created three months of positive purchase application data and gave us one of the most significant month-to-month sales prints ever recorded in history: from 4 million to 4.55 million.

Where the 10-year yield goes, so does housing demand, so let’s talk about today’s existing home sales report.

From NARTotal existing-home sales – completed transactions that include single-family homes, townhomes, condominiums and co-ops – fell 4.1% from September to a seasonally adjusted annual rate of 3.79 million in October. Year-over-year, sales tumbled 14.6% (down from 4.44 million in October 2022).

One of my talking points over the years is that it’s rare since 1996 to have existing home sales trend below 4 million. We had this happen in 2008, and it is happening now. This last push lower in demand can be attributed to mortgage rates getting above 8% and the 10-year yield spiking to 5%.

It’s not difficult to understand housing: higher mortgage rates create less demand, and lower mortgage rates create better demand. Recently, mortgage rates have fallen, and we have seen a pick-up in purchase application data. Just remember, purchase application data looks out 30-90 days, so if we get more consistent growth, it will be a few months before the total effect is shown in the sales data.

Below are a few charts to go along with the existing home sales report:

From NAR: First-time buyers were responsible for 28% of sales in October; Individual investors purchased 15% of homes; All-cash sales accounted for 29% of transactions; Distressed sales represented 2% of sales; Properties typically remained on the market for 23 days.

The days on market is a seasonal data line that falls in the first half of the year and then rises in the second half. My rule of thumb for the savagely unhealthy market is that we never want the days on the market to be a teenager or below; nothing good happens in housing when this occurs. This means that we either have a record boom in demand that will end badly, or we have too many people chasing too few homes. Looking at our housing data, it clearly was the second one this time around.

Since housing inventory has broken to all-time lows and we haven’t see the credit boom like the one during the housing bubble years, it’s all about active listings. Anything above 19 days is a good thing. I prefer to have days on market of at lest 30 days all year round, but clearly, I am not getting what I want this year on inventory.

From NAR: The median existing-home price for all housing types in October was $391,800, an increase of 3.4% from October 2022 ($378,800). All four U.S. regions registered price increases.

So when you see 21st-century demand lows and home prices rising year over year, just remember: 2022 was the craziest year ever in housing. In this recent podcast, I discussed what you need to see if you’re looking for a national home price crash. Simply put, for 2023, inventory is low, demand isn’t crashing like it did in 2022, and we have low distress sales. This is how national home prices got back to all-time highs.

Today’s existing home sales might be the cycle low in demand if the 10-year yield has indeed peaked. The history of bond markets and mortgage rates has been that if the market believes the Fed is done hiking, then mortgage rates head lower. How much lower they go depends on the economic data. I recently talked about what we need to look for in this podcast.

For the rest of this cycle, we will keep an eye on the labor data and other data lines and track the 10-year yield; the lower it goes, the more we can rise from these historically low levels of demand.



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Rocket Pro TPO, the wholesale arm of Rocket Mortgage, announced Monday a promotion related to the loan level pricing adjustment (LLPA) on agency mortgages for non-owner-occupied homes. 

The announcement, made via social media by Mike Fawaz, executive vice president at Rocket Pro TPO, states that for new locks as of Nov. 20, brokers will see a credit of 25 basis points for non-owner-occupied agency loans.

“This is a huge win for any brokers who have clients shopping for a second home or an investment property or even those who want to take some cash out of one of their properties that has grown in value over the last few years,” Fawaz said in an emailed response to HousingWire.  

According to Fawaz, Rocket Pro TPO is kicking off an initiative on Dec. 1 called “December to Remember,” with offerings for broker partners to help them “finish the year strong.”  

Rocket TPO is the second-largest wholesale lender in the country, per Inside Mortgage Finance estimates. 

Parent entity Rocket Companies reported it produced $10.3 billion through its TPO channel in the third quarter of 2023, up from $9.5 billion in the previous quarter. This channel is the company’s conduit to brokers and historically a more potent source of purchase loans.  

Amid fiercer competition, in early October, Rocket TPO raised agency conforming loan limits to $750,000, ahead of the Federal Housing Finance Agency’s (FHFA) decision expected in late November.

The company was followed by rivals Guaranteed Rate, United Wholesale Mortgage and others.



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No doubt you have heard about the massive increase in interest rates. Since early 2022, interest rates have risen across all aspects of our lives. CDs, savings accounts, car loans, and credit cards have all seen large increases in interest rates over the past 20 months.

From people buying a home to commercial properties struggling, interest rates have had a major impact on real estate investors. With the rising rates, we have heard about the coming real estate crash that will crush the real estate market. I am not here to talk about this potential crash since I don’t think it will happen. 

Interest rates have also increased on HELOCs. According to Bankrate, they’ve gone from an average of 4.24% in January 2022 to just over 10% in November 2023. That is a drastic increase in such a short time. The Federal Reserve has raised interest rates 11 times since early 2022, making a HELOC less attractive than it was before.

HELOC and home equity rates
HELOC and Home Equity Loan Rates – Bankrate

Here, I’ll provide an overview of how high interest rates have impacted HELOCs. There are several things for real estate investors to consider in addition to higher interest rates.

What Is a HELOC? 

HELOC stands for a home equity line of credit. It’s a revolving credit line that property owners can get from most lenders if you have equity in your home. A HELOC is similar to a credit card, where you can use it over and over again. Each time you make a payment, you have more credit you can use.

Most HELOCs have variable interest rates. If you have had a HELOC for more than two years, you have seen the rate go from 3% to 5% to somewhere in the 8% to 10% range. 

Some lenders offer a fixed interest rate, which allows you to lock in the interest rate for a specific period. A fixed interest rate may not be the best option since interest rates are high right now, but it’s definitely something to consider if you think interest rates will continue to rise.

Available Home Equity

According to CNBC, Americans have $30 trillion in home equity as of September 2023, which comes out to around $200,000 in tappable equity per homeowner. Most lenders offer an 80% loan-to-value (LTV) ratio HELOC. While you may not be able to tap into the entire amount of equity in your home, you can still likely access close to six figures.

That is a lot of money for people to leverage. In fact, if you are a real estate investor or you want to start buying real estate, using a HELOC can be a great way to scale your real estate portfolio while using the equity in your home and leaving cash in your pocket.

Due to the large amount of equity in homes and high interest rates, it may be easy to make large purchases and not be able to make the payments, so it’s important to use a HELOC cautiously. I am not an advocate of getting a HELOC to use it like a credit card. However, if you use a HELOC, my recommendation is to buy something that generates income that will pay down the HELOC over time: more real estate.

Effects of High Interest Rates on HELOCs

Tightening terms

It was not unheard of for lenders, usually local lenders, to offer a HELOC LTV of 90% or more. In fact, just two years ago, I saw some lenders at 95% to 100% LTVs. This higher LTV gave you more borrowing power. 

Some lenders even offered interest-only options for HELOCs. Many lenders also offer introductory interest rates. Some of these were as low as 0.99% for six months to entice you to use them as a lender.

However, due to rising interest rates, lenders have tightened their terms. Most lenders are not offering an interest-only option anymore, and they have reduced the LTV to 80%. Some lenders have even removed the introductory interest rate period altogether. And there are other lenders that do not offer HELOC options at all. 

HELOCs vary widely among lenders, and these are generalizations. If you are looking to get a HELOC, reach out to three to seven different lenders and weigh all the options.

Increased borrowing costs and monthly payments

We will look at an example in the next section, but I want to mention that the higher interest rates on HELOCs mean it will be more expensive to use a HELOC (or any credit, for that matter). 

When you are looking to get a HELOC, keep in mind that this is not a set monthly payment like a typical mortgage or car loan. It is like a credit card, where it will vary each month based on the outstanding balance. 

In addition to the fact that the outstanding balance could change each month, a fluctuating interest rate could impact the payment amount and increase the cost of borrowing money. Your monthly payment may increase or decrease, but the cost of interest is something to keep in mind when looking for your next property.

Affordability factor

HELOCs are becoming less affordable than they were not even two years ago, but that doesn’t mean they are no longer an option. It just means to account for the changes in interest. Higher interest rates mean you are paying more in interest, obviously. 

Here’s an example of how rising interest rates have impacted HELOCs. Let’s say you have a HELOC for $100,000. If you are using a HELOC as a down payment for a single-family home and need to borrow $50,000 for the down payment and closing costs, in early 2022, your interest rate was 4.25%. 

Therefore, in early 2022, these were the numbers: 

  • Balance: $50,000
  • Interest rate: 4.25%
  • Annual interest payment: $2,125

Then, in late 2023, these were the numbers: 

  • Balance: $50,000
  • Interest rate: 10%
  • Annual Interest payment: $5,000

The interest payment would have gone up by almost $3,000 a year, or roughly $240 a month. 

That does not make this example a deal-breaker by any means. It just means that this investment would have less cash flow than it would have two years ago.

Of course, if you are using more than $50,000, the increase in interest rates may mean that you will not be able to afford the investment property. When I underwrite multifamily and self-storage deals, I lean toward being conservative. I will typically inflate the interest rates slightly to take into account the changes in the interest rates. In general, it’s a good practice to underwrite conservatively.

Impact on home equity

We are seeing some markets and asset classes take a hit in equity due to high interest rates. For example, the median home prices in Austin, Texas; Salt Lake City; Seattle; and Boise, Idaho, have dropped by 3% to 5% in value. This is due to lower demand. Properties are sitting on the market longer, and sellers are offering concessions we haven’t seen in many years. 

When homes go down in value, the equity also drops. While this is not a huge concern, it is something to be aware of when looking for a HELOC. With the above percentages in mind, this would mean that a home that was valued at $600,000 would be around $25,000 less, lowering the amount you could get on a HELOC.

Variable rates and fixed rates

If you are just looking into getting a HELOC, the interest rates are around 10%. A variable rate is most common among HELOC lenders. The good news with a HELOC is when interest rates do come down, the interest rate on the HELOC will drop as well. 

However, just because it is a variable interest rate does not always mean that it will increase as soon as the Fed makes a change. Some lenders will change interest rates monthly, quarterly, or annually. It is important to ask lenders how often the rate could change.

For fixed-rate HELOCs, you will be locked into the interest rate offered to you when you apply for a HELOC. However, when interest rates come back down, you may have an interest rate that is higher than what the market is offering at the time. 

Check with a lender to see how long that interest rate will be locked in. It may not be the entire draw period. In addition, you may be able to refinance a HELOC when interest rates come down, so you will not always be locked into the higher interest rate.

Final Thoughts

You may be wondering why you would ever use a HELOC when the interest rates are so high. While interest rates have impacted HELOCs, consider the alternative: 

  • Do you have the capital to invest in real estate? 
  • Do you want to use a credit card and pay the 20%-plus interest rate or close to 30% cash advance fees?
  • Are you using a hard money lender that offers 10% interest and a couple of points each time? 
  • Do you want to wait until interest rates come back down?
  • How can a HELOC still help me scale my portfolio?

For me, the higher interest rates are not a big concern since I buy cash-flowing properties that pay down the HELOC balance and allow me to start building equity in the properties. It has helped me purchase several properties that I would not have been able to buy if I just saved for them. 

HELOCs, when used properly, are a very powerful strategy to grow your real estate portfolio. They have allowed us to scale our portfolio regardless of the interest rate changes.

If I can get into a property now using higher interest rates, that just means that when interest rates come down, the properties will have better cash flow. I see HELOCs as a great tool to help me get to my end goal.

Consider all of your options, and make the best decision for you, your family, and your business.

Ready to succeed in real estate investing? Create a free BiggerPockets account to learn about investment strategies; ask questions and get answers from our community of +2 million members; connect with investor-friendly agents; and so much more.

Note By BiggerPockets: These are opinions written by the author and do not necessarily represent the opinions of BiggerPockets.



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The National Association of Realtors officially installed its new leadership team for 2024 at the trade organization’s annual conference, NAR NXT, in Anaheim, California, last week. 

Tracy Kasper was sworn in as the new president during the event, but she assumed the role in August 2023 (three months ahead of schedule) following the resignation of former president Kenny Parcell.

Parcell, a Utah Realtor, resigned days after the New York Times published a bombshell investigation into allegations that he sexually harassed multiple women at the trade organization. 

Kasper, broker/owner of Berkshire Hathaway HomeServices Silverhawk Realty in Nampa, Idaho, has served on NAR’s board of directors since 2016. She is a former president of the Idaho Association of Realtors. 

NAR also officially appointed Kevin Sears as its 2024 president-elect. Sears, a broker/partner of Sears Real Estate in Springfield, Massachusetts, was NAR’s vice president of government affairs in 2017 and president of the Massachusetts Association of Realtors in 2010. 

Lastly, Kevin Brown is NAR’s 2024 first vice president. He is the broker/owner of Better Homes Realty and Brown Commercial Investment Real Estate Services in Oakland, California, and was president of the California Association of Realtors in 2014. He has been on NAR’s board of directors since 2011.

Gregory Hrabcak, Erik Sain and Nate Johnson were sworn in as NAR’s treasurer, vice president of association affairs and president of advocacy, respectively.



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New findings from the National Association of Realtors (NAR) show a fresh picture of who’s buying and selling homes, with more first-time buyers entering the market and families looking for homes that fit multiple generations. Zillow’s 2023 Consumer Housing Trends Report finds that first-time buyers now make up 50% of all home buyers, up from 45% last year and a meaningful jump from 37% in 2021.

People’s choices in homes and locations are evolving, and they’re relying more on digital tools to find their perfect place. For real estate professionals, the changing landscape is a call to action. Brokerages and individual agents alike need to understand the market and adapt their strategies to showcase creativity, become memorable and lead with empathy.

Demonstrating you have a keen understanding of the whole client journey — from staging and listing to settling into a brand-new home — will give you a competitive advantage. Today, it’s about meeting the new demands of a varied and tech-savvy market — all while adding a personal touch.

29 unique real estate marketing ideas to start building your personal brand

Shine on social media
Create buzzworthy polls Jump to details ↓

Share helpful infographics Jump to details ↓

Send targeted Facebook Messenger ads Jump to details ↓

Master SEO marketing
Create a professional website Jump to details ↓

List on top real estate platforms Jump to details ↓

Spruce up your Google Business profile Jump to details ↓

Become a regional celebrity
Give a first-time homebuyer class Jump to details ↓

Partner with local businesses Jump to details ↓

Sponsor community events Jump to details ↓

Attract qualified real estate leads
Leverage predictive analytics Jump to details ↓

Create listing alerts Jump to details ↓

Curate a signature style
Start a home design newsletter Jump to details ↓

Open a booth at a local market Jump to details ↓

Offer ancillary services
Start a home staging service Jump to details ↓

Create a decluttering newsletter Jump to details ↓

Help clients find movers & storage options Jump to details ↓

Publish city guides Jump to details ↓

Create compelling videos
Share client testimonials Jump to details ↓

Start a YouTube channel Jump to details ↓

Give virtual tours Jump to details ↓

Create engaging Reels Jump to details ↓

Use drone photography Jump to details ↓

Tried-and-true methods
Create business cards Jump to details ↓

Send postcards Jump to details ↓

Announce Open Houses Jump to details ↓

Ask for referrals Jump to details ↓

Give a seasonal gift Jump to details ↓

AI real estate tools
Send AI-powered handwritten notes Jump to details ↓

Run AI ad campaigns Jump to details ↓

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Shine on social media

Create buzzworthy polls

People love sharing their opinions on social media. And thankfully, engaging with your audience has never been easier. Create interactive polls on platforms like Instagram stories and posts to boost engagement and better understand your client’s preferences. Polls can be about anything, from which tie you should wear that day to opinions about which ocean view is better between two properties. Those little thumbs-up and thumbs-down emojis can offer major insights to help you better serve your customers, and (bonus) it makes your followers feel like momentary experts.

Share helpful infographics

Visual content is king. Design and share infographics that provide valuable real estate tips or market statistics, making complex information easily digestible and shareable.

Use this tool: Coffee & Contracts

Coffee & Contracts is like a membership-based social media toolkit for real estate agents. For $54 a month, you get loads of trendy, ready-made templates for all the big platforms like Instagram, Facebook, TikTok and YouTube. It’s super organized, with a content database sorted by topic. The catch? The designs aren’t exclusive to you and there’s no automation for posting. But, it offers a handy content calendar and is quite a deal compared to hiring a social media manager. It’s founded by real estate agent Haley Ingram, who gets the struggles of agents with social media. Join their waiting list for access to a treasure trove of digital marketing tools and some sweet discounts.

Learn more

Send targeted Facebook Messenger ads

Real estate agents looking to boost their marketing might find a surprising tool in Facebook Messenger ads. With the average customer inundated by emails, Messenger ads offer a more direct line of communication.

SEE ALSO: 30 real estate social media post ideas


Master SEO marketing 

Create a professional website

A professional website is a must for any real estate agent. It should be mobile-optimized with a responsive design to ensure accessibility on all devices. Incorporating branded messaging and images also enhances your online identity, while IDX integration is crucial for real-time property listings. 

To truly stand out, include hyperlocal blog content that resonates with your target market. Don’t forget lead capture landing pages to turn visitors into potential leads, and area pages to showcase your expertise in specific regions. These elements combine to make your website not just a digital brochure, but a dynamic tool for engaging and attracting clients.

Use this tool: iNCOM

iNCOM is an affordable real estate website builder, great for agents on a budget. For just $50 a month, it offers IDX integration, CRM features, and social media integration. Its ReCall Marketing keeps you in front of past website visitors with personalized ads. While it’s got a solid lead capture system with custom landing pages, the design options are a bit limited. But, you can create unlimited pages and manage leads with a basic CRM. Ideal for realtors looking for functionality without a big price tag.

Learn more

List on top real estate platforms

Listing on Zillow can put your properties in front of some 200 million monthly visitors. But don’t limit yourself: Platforms like Trulia, Redfin and Realtor.com are also great, offering additional exposure and opportunities to attract potential buyers.

Use this tool: Zillow

Zillow is not just a platform for property listings; it’s also a fantastic lead generation tool. Advertising on Zillow can put your brand in front of millions of potential buyers and sellers.

Learn more

Spruce up your Google Business profile

Your Google Business Profile isn’t just a digital footprint; it’s a crucial marketing asset. Encourage satisfied clients to leave positive reviews and make sure it features your latest headshot and marketing copy. Google Business testimonials are gold, as potential clients often check them out before even making a call.


Become a regional celebrity

Give a first-time homebuyer class

Establish yourself as an expert by offering classes for first-time buyers. This not only positions you as a knowledgeable agent but also helps in building trust with potential clients.

Use this tool: Parkbench

Parkbench focuses on community-building. It provides a platform for agents to host neighborhood events and become a trusted resource in their local area.

Learn more

Partner with local businesses

Collaborate with local businesses for cross-promotion. This could be as simple as hosting joint events or featuring each other’s services on social media.

Increase your visibility by sponsoring local events. It’s a great way to get your name out there and show your commitment to the community.

Use this tool: CINC

CINC is a real estate platform that  helps agents engage clients and manage sales smoothly. It comes with features for tracking your pipeline, managing your team and nurturing leads. Its OpenHouses app is great for grabbing contact info at open houses and other live events, making follow-ups a breeze afterward.

Learn more


Attract (and buy) qualified real estate leads

Leverage predictive analytics

Artificial intelligence (AI) is revolutionizing the real estate industry. For professionals in this field, AI and machine learning are becoming indispensable tools for pinpointing local leads with precision. The old approach of casting a wide net is becoming obsolete. Now, real estate agents can leverage AI tools that analyze a potential customer’s previous search history and online behavior. This technology allows for a more tailored approach, enabling agents to anticipate and meet customer needs more effectively than ever before.

Use this tool: SmartZip

SmartZip utilizes predictive analytics to identify potential sellers in your area. This data-driven approach allows you to target the right homeowners and turn them into leads.

Learn more

Create listing alerts for buyers

The most effective real estate marketing ideas today are all about smart, automated lead nurturing. Listing alerts and drip campaigns are game changers and can help you give prospective buyers exactly what they want. They send out updates on new listings that line up with what buyers are looking for — all on autopilot. This means better communication and keeping leads warm with information they actually care about. For agents, it’s a major win and a big move towards smarter, more tailored ways of connecting with clients.

Use this tool: Market Leader

Market Leader is like your all-in-one tool for real estate leads. Its Network Boost guarantees at least 40 exclusive leads monthly, tailored to your chosen cities. Plus, it’s got automated perks like listing alerts and drip campaigns to keep leads warm. The best part? A team of digital pros can handle all the ad campaigns, so you can focus on what you do best. Saves a ton of time and hassle, right?

Learn more

SEE ALSO: 8 best places to buy real estate leads in 2023


Curate a signature style

Amy Fridhi profile photo
Real estate agent and Vetted by HousingWire contributor Amy Fridhi, licensed in Massachusetts and Florida

Start a home design newsletter 

Share your knowledge and insights on home design trends through a monthly newsletter. This keeps you in regular contact with your clients and prospects.

Use this tool: Canva

Canva is a go-to for real estate agents who want to create stunning marketing materials like postcards. It’s super user-friendly and packed with real estate-specific templates. The drag-and-drop interface, plus a huge library of graphics and fonts, make designing your own mailers a breeze. Canva is perfect for everything from new listings to brand promotion. You can start for free and explore premium features for more advanced options. It’s great for collaboration, works on any device, and has lots of images to choose from.

Learn more

Open a booth at the local market

Physical presence matters. Set up a booth at local markets or fairs to meet potential clients and distribute marketing materials like business cards or brochures, along with original artwork, home decor, DIY supplies and vintage finds.


Offer ancillary services

Start a home staging service

Ever wondered how to find more home sellers? Try offering a home staging service to help them get their home listing-ready. It not only connects you with potential sellers, but it adds value to their properties. By showcasing your commitment to selling their homes at their best, you’ll more than likely also be the one to list their homes, too. Your personal touch will also make you memorable and ensure you’re the first person your client calls when they are ready to sell again in the future.

Create a ‘Marie Kondo-style’ decluttering newsletter 

Start a dedicated mailing list to help people simplify their spaces with decluttering tips. A weekly newsletter can guide them through the process, making their homes more appealing for showings. And who will they think of when they’re ready to list their house? You, of course.

Use this tool: FloDesk

Looking for a way to make your brand pop? FloDesk provides a comprehensive suite of user-friendly email marketing and digital sales tools. They’re perfect for creating emails that truly stand out. And the best part? You can try it for free, no credit card needed. Plus, with FloDesk’s analytics, you get actionable insights to boost your growth.

Learn more

Help people find good movers and storage options

You know who needs storage space? Someone getting ready to move. Write a blog reviewing all the local storage facilities and moving companies, or film social media content reviewing each company. You might be able to take a portion of any clients you refer to local companies, but more importantly, your audience will thank you for the customized recommendations. 

Publish city guides

Publishing city guides on your blog is a smart move for real estate pros looking to attract more clients. Here’s why: City guides position you as a local expert, someone who knows the area inside and out. They’re not just about listing properties; they’re about showcasing the community’s lifestyle, amenities and hidden gems. This kind of insider knowledge builds trust with potential clients. Plus, these guides boost your website’s SEO, making you more visible online. When people search for info about the area, they find you. It’s a win-win: helpful for buyers and sellers, and great for your business growth.

Use this tool: Squarespace

Squarespace is a solid choice for real estate agents needing a sleek, professional website or blog quickly. It’s affordable and known for its minimalist designs. While it lacks native IDX integration, you can add MLS listings with some coding know-how. Its strengths include high-quality image and video support and SEO features. Plus, it has a handy appointment booking system, perfect for scheduling meetings with clients. Setting up a basic site that links to your social media and tracks visitor stats is pretty straightforward. And if you need help, there’s chat and email support (but no phone support).

Learn more


Create compelling videos

Create engaging Reels

For real estate pros, Instagram Reels are a fun way to showcase your personality and add a human touch to your brand. Take your followers on exclusive property tours, share market insights and give a behind-the-scenes look at your day-to-day life in the office or out and about. Reels offer a dynamic, visual platform to connect with a broader audience. They’re not just about showing homes; they’re about storytelling, building your brand, and creating a relatable, human connection with potential clients. Plus, with Instagram’s massive user base, your content gets more eyeballs, increasing the chance of landing new clients. It’s modern, effective and adds a touch of sparkle to your marketing strategy.

Share client testimonials

Video testimonials from satisfied clients can significantly boost your credibility. Share these stories on your website and social media channels.

Start a YouTube channel

Use YouTube to share property tours, real estate advice and market updates. It’s a great platform to engage with a wider audience.

Give virtual tours

With the rise of remote buying, virtual tours have become essential. Offer high-quality virtual tours of your listings to reach out-of-town buyers.

Use this tool: Luxury Presence

Few platforms integrate high-quality video tours on your real estate website better than Luxury Presence. It’s a top pick for agents targeting the high-end market. It’s known for stunning designs used by over 8,000 agents, offering customizable tools and full-service agency options. The sleek, luxury vibe might not suit every brand, and prices can go up to $6,000 a month. But, you get great features like website analytics, market analysis tools, and custom IDX integrations. Customers love the customizability and classy design, though the service speed could be better. Perfect for agents who want their brand to scream luxury and sophistication.

Learn more

Use drone photography

OK, hear us out. Drone photography is not just a trend; it’s about offering a new perspective. Aerial shots give potential clients a comprehensive view of a property, its surroundings and the neighborhood. This isn’t just about wow factor; it’s about providing a complete visual experience — crucial in today’s market where online impressions count. Drones capture angles and views that ground-level photography simply can’t, making listings stand out. It’s a powerful way to attract more clients, offering them a unique look at their potential new home and setting you apart as an agent who leverages cutting-edge technology.


Tried-and-true real estate marketing methods

Etsy-New-Year-card

Create business cards

Never underestimate the power of a well-designed business card. It’s a classic, yet effective, tool for networking.

Use this tool: Lab Coat Agents

LabCoat Agents (LCA) is a big deal in the real estate world, starting from a Facebook group and now boasting over 162,000 members. It’s perfect for busy agents, with helpful design and marketing tools tailored for real estate. Prices start at $59/month for individuals and go up for teams, with affordable plans for larger groups. It’s packed with stylish templates for social media, events and more. LCA’s standout feature? An in-app direct mail tool. If you’re into real estate marketing, it’s a go-to for everything from business cards to eye-catching online ads.

Learn more

Send real estate postcards

Sending postcards is a classic, yet effective real estate agent marketing idea. It’s more than just old-school charm; postcards are tangible reminders of your services in a digital-heavy world. They’re perfect for announcing new listings or just sold properties, sharing market updates or just staying in touch through the seasons. Postcards can be targeted to specific neighborhoods or demographics.

Use this tool: ProspectsPLUS!

ProspectsPLUS! is a go-to for real estate agents aiming to boost their marketing with eye-catching postcards. It’s not just postcards, though – think business cards, magazines, door hangers, and more. The platform offers a mix of customizable templates and the option to upload your own designs. Plus, you can tailor your mailing list to target the right demographics. Starting at $0.91 per postcard, it’s known for quality mailers and fast service. Just a heads-up, double-checking customer addresses before shipping can be a bit tricky.

Learn more

Announce Open Houses

Get the word out about open houses, where you’re most likely to meet a completely cold buyer for the first time. Open houses give you a direct opportunity to connect directly with potential buyers and create a buzz, drawing attention not only to the property but also to you as an agent. They provide a platform for you to demonstrate your expertise, engage with visitors and build relationships. Moreover, you can capture new email addresses and market these events through various channels, amplifying your reach and presence in the community. 

Ask for referrals

Asking for referrals is a key strategy for real estate professionals looking to expand their client base. It’s about leveraging the power of personal networks. When you deliver great service, clients are usually happy to recommend you to friends and family. This word-of-mouth advertising is gold in real estate, where trust and reputation are everything. Plus, it’s a cost-effective way to market yourself, where you simply get recognized for a job well done.

Give a seasonal gift

Sending seasonal gifts is a smart, thoughtful strategy for real estate professionals looking to build lasting client relationships.  Become known for always giving clients in your rolodex a gift around a particular time of year, be it your birthday month (or theirs!), your brokerage’s business anniversary or a cultural holiday. These gifts show your clients they’re valued beyond the transaction, fostering loyalty and potentially leading to referrals. In a business built on trust and personal connections, a well-chosen gift can be a meaningful touchpoint, setting you apart in the competitive real estate market.


AI real estate tools

Send AI-powered handwritten notes

Did you know a robot can write handwritten notes for you? Combine technology with a personal touch and use AI tools to send handwritten notes to your clients.

Use this tool: Addressable

Addressable’s robots use your own handwriting style to create personalized notes that look genuinely hand-written. This cool tech promises a response rate much higher than typical postcards. It’s perfect for real estate agents looking to connect with a large audience personally. The service is customizable, so you can tailor your messages and target the right folks. Starting out, you can try sending a batch of 1,000 notes. It’s an innovative way to blend personal touch with high-tech efficiency.

Learn more

Run AI ad campaigns

AI technology targets your ads to the right people at the right time. It analyzes data, like browsing behavior and preferences, to make sure your ads hit home with potential clients. This means better leads and higher conversion rates. It’s not just about reaching more people; it’s about reaching the right people. In today’s fast-paced market, AI-driven ads give real estate agents a competitive edge, maximizing marketing efficiency and bringing in clients who are genuinely interested.

Use this tool: Lofty

Lofty (formerly Chime) is a comprehensive real estate platform that provides various essential tools such as CRM, IDX, team management, lead generation and more in a user-friendly, integrated package. It offers a multichannel online advertising service that finds and attracts potential leads, leveraging search intent targeting and social information to engage with potential buyers and sellers. Using AI, it automatically fine-tunes the agent’s advertising strategy based on data, helping to eliminate some of the guesswork around high-frequency bidding, keywords and content planning.

Learn more

Bottom Line

These real estate marketing ideas for 2024 are just the beginning. The key is to blend creativity with technology, ensuring that your marketing efforts are as unique as the properties you sell and, of course, you! Stay ahead of the curve, and watch your real estate business thrive in the upcoming year.

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