https://clear-hub.pages.dev/presentations/topics/buyers-market-listing-playbook.js

1/* Class: The buyer's-market listing playbook — Grow Your Business.
2   Ideas adapted (not copied) from the Marketing Animals "9 Strategies to Get More Listings" deck,
3   rewritten for a 2026 buyer's market. Financing stays generic: concessions and buydowns are shown
4   as options only, with scenarios left to the LO. Stats verified 2026-09-29. RESPA: the LO teaches
5   methods the agent runs; the LO does not market listings, prospect, or pay for the agent's tools. */
6{ // scope: each class file shares the page's global scope in the browser
7const T = {
8  id: 'buyers-market-listing-playbook',
9  title: 'The buyer’s-market listing playbook',
10  subtitle: 'How to win, price and sell listings in a 60-day market.',
11  track: 'Grow Your Business',
12  minutes: 50,
13  reviewed: '2026-09-29',   // date every number was last checked against its source
14  reviewEveryDays: 30,
15  reviewNote: 'Realtor.com days on market and price cuts, Redfin delistings and concessions, NAR supply: re-check monthly.',
16  blurb: 'Where the next listing is hiding right now, how to price it for a slower market, and how to talk concessions with your seller.',
17  learn: [
18    'Four places to find listings other agents are ignoring',
19    'A five-step pricing talk built for a 60-day market',
20    'How to answer the three objections sellers raise most right now',
21  ],
22  buydown: true,
23  sources: [
24    'Realtor.com August 2026 housing report, Sept 2 2026 (median 60 days on market; 20.4% of active listings had a price cut; delistings down 12.6% y/y): https://www.prnewswire.com/news-releases/delistings-trend-below-last-years-pace-as-summer-comes-to-an-end-realtorcom-august-housing-report-302866775.html',
25    'Redfin, June 3 2026 (5.8% of listings delisted in April 2026, tied for highest since March 2020; 2.5% of listings were relistings): https://www.redfin.com/news/delistings-relistings-april-2026/',
26    'Redfin, Sept 18 2026 (44.7% of August sales had seller concessions): https://www.redfin.com/news/home-seller-concessions-august-2026/',
27    'NAR existing-home sales, August 2026, Sept 10 2026 (4.9 months of supply; median 31 days on market for sold homes): https://www.nar.realtor/newsroom/nar-existing-home-sales-report-shows-2-0-decrease-in-august',
28    'NAR 2025 Profile of Home Buyers and Sellers, Nov 4 2025 (sellers owned a median 11 years before selling): https://www.nar.realtor/news/real-estate-news/nar-2025-profile-of-home-buyers-sellers-reveals-market-extremes',
29  ],
30  slides: [
31    { type: 'title', eyebrow: 'Realtor Workshop',
32      notes: 'Open with a show of hands: "Who has a listing that has been sitting longer than 30 days?" Then: "Who wants two more listings before the end of the year?" Tell them this class covers both: where to find listings when sellers are nervous, and how to price and sell them when buyers have the leverage. Everything today is something they run themselves.' },
33    { type: 'stats', eyebrow: 'The market right now', title: 'The 60-day market is here.',
34      stats: [
35        { big: '60', unit: 'days', label: 'median time on market for active listings in August', src: 'Realtor.com, Aug 2026' },
36        { big: '1 in 5', label: 'active listings had a price cut in August', src: 'Realtor.com, Aug 2026' },
37        { big: '5.8%', label: 'of listings were pulled off the market in April, near a record', src: 'Redfin, June 2026' },
38      ],
39      notes: 'Say: homes are taking about two months to sell, one in five sellers has already cut, and a record number just gave up and pulled the listing. Every one of those pulled listings is an owner who still wanted to move. Note for the LO: the 60 days is Realtor.com active-listing time (Sept 2 2026 report). NAR reports 31 days for homes that actually sold in August; if someone quotes that, explain the difference: sold homes are the ones priced right. Ask the room: "What is days on market doing in your zip code?"' },
40    { type: 'statement', eyebrow: 'The big idea',
41      text: 'Price for the buyer shopping this week, not the one you hope shows up in month three.',
42      notes: 'This is the whole pricing lesson in one line. In a slower market, the listing gets its most attention in its first weeks. Overpriced homes sit, collect a price cut, then sell to a buyer who wonders what is wrong with them. Ask: "Who has watched a listing chase the market down?" Let one agent tell the story. Do not predict where prices will go; talk about what buyers are doing now.' },
43    { type: 'cards', eyebrow: 'Getting listings', title: 'Where the next listing is hiding.',
44      items: [
45        { icon: 'clock', name: 'Expireds, 3–12 months on', line: 'Everyone calls on day one. Few call in month four. Be the one.' },
46        { icon: 'house', name: '3–5-year-old subdivisions', line: 'Owners who bought new often outgrow the floor plan or the commute.' },
47        { icon: 'users', name: 'Life events you hear of', line: 'New job, new baby, empty nest, loss. You hear it first if you call.' },
48        { icon: 'globe', name: 'Neighbors of your listings', line: 'Call or knock around each listing. Ask who else may be moving.' },
49      ],

50      notes: 'Expireds: Redfin counted 5.8% of listings delisted in April, and relistings at 2.5% of the market, the highest since 2020. Those owners did not stop wanting to sell. A useful call three to twelve months later: an updated value and a question about their plans. Subdivisions: pull closed sales from 2021 to 2023 in newer neighborhoods. Note: NAR says the typical seller owned 11 years, so newer-home owners are a smaller group, but a less crowded one. Door knocking and calls: follow do-not-call rules and your broker’s policy, and never pick a street by who lives there. RESPA: the LO does not pull these lists, pay for mailers, or make calls for the agent. Ask: "Which of these four have you never tried?"' },
51    { type: 'steps', eyebrow: 'The pricing talk', title: 'Price it right in five steps.',
52      items: [
53        { name: 'Show the competition', line: 'Every active listing the buyer will see in the same search.' },
54        { name: 'Show pendings', line: 'What buyers agreed to pay this month, not just what sold last spring.' },
55        { name: 'Show time and cuts', line: 'Days on market and price cuts in this neighborhood, in writing.' },
56        { name: 'Set a review date', line: 'Agree now: if no offers by day 21, we adjust together.' },
57        { name: 'Plan the concession', line: 'Decide ahead what the seller will offer when a buyer asks.' },
58      ],
59      notes: 'Walk through each step as if the room is the seller. The review date is the key move: the seller agrees to the adjustment before emotions get involved. The 21 days is an example; pick a number that fits your local days on market. Step five: in August, Redfin found 44.7% of sales included a seller concession. Sellers who decide ahead negotiate calmly. Ask: "What do you show a seller today that you did not show them in 2022?"' },
60    { type: 'table', eyebrow: 'Concessions', title: 'What a seller can offer, side by side.',
61      head: ['Seller offers', 'What the buyer gets', 'Watch for'],
62      rows: [
63        ['Price reduction', 'Smaller loan and payment for good', 'Sets a lower comp nearby'],
64        ['Closing-cost credit', 'Less cash needed to close', 'Loan program limits'],
65        ['Temporary buydown', 'Lower payment in early years', 'Counts toward program limits'],
66        ['Permanent buydown', 'Lower rate for the loan’s life', 'Cost changes daily'],
67        ['Repair credit', 'A home that feels move-in ready', 'Lender rules on repair credits'],
68      ],
69      note: 'Ask your CLEAR LO for real numbers first.',
70      notes: 'Keep this general. The goal is that agents know the menu, not the math. Every seller credit and buydown counts toward concession limits that differ by loan program and down payment; the LO confirms those for each buyer. Never promise that rates will fall or that a buyer can refinance later. For the side-by-side payment math, point them to the "Price cut or buydown?" class. Ask: "Which of these have your sellers used this year?"' },
71    { type: 'decision', eyebrow: 'Seller objections', title: 'When the seller says…',
72      rows: [
73        { if: '“Let’s start high. We can always come down.”', then: 'Show local price-cut data' },
74        { if: '“I’m not giving the buyer anything.”', then: 'Show local concession share' },
75        { if: '“Let’s wait for spring.”', then: 'Show the cost of waiting' },
76        { if: '“Why isn’t it selling?”', then: 'Review showings, then price' },
77      ],
78      notes: 'Role-play one of these with a volunteer. The answer is always local data, shown calmly, not an argument. Cost of waiting: taxes, insurance, utilities and mortgage payments for the months it sits, plus whatever the seller is paying on the next home. Do not predict that prices or rates will be higher or lower in spring. Ask: "Which objection did you hear this week?"' },
79    { type: 'exercise', eyebrow: 'Your turn', title: 'Build your listing list this week.',
80      blanks: ['Expired or withdrawn addresses', 'Newer subdivisions to work', 'Past clients with news'],
81      checkTitle: 'By Friday',
82      checks: ['Called 10 expired or withdrawn owners', 'Walked or mailed one newer subdivision', '

82Set a review date on every active listing', 'Written a concession plan with each seller'],
83      notes: 'Give three minutes. Have two agents read their lists out loud. Remind them the lists are theirs to build from their MLS and CRM. Compliance: the LO does not supply lead lists or pay for mailers or ads (RESPA). Follow do-not-call and state solicitation rules when calling expireds.' },
84    { type: 'close', title: 'Bring me your toughest listing.',
85      line: 'Send the address and what the seller can give. I will show what each option means for a buyer’s payment.',
86      notes: 'Ask each agent for one listing address before they leave. The follow-up is a loan-scenario sheet for buyers on that listing, which is normal lender work. Keep it to financing scenarios; do not offer to market the listing, host the open house, call their leads, or pay for anything. Buyers are always free to choose their own lender.' },
87  ],
88};
89if (typeof window !== 'undefined') (window.CLEAR_TOPICS = window.CLEAR_TOPICS || {})[T.id] = T;
90if (typeof module !== 'undefined') module.exports = T;
91}