When Homes Appeal To Buyers In Different Ways

 

 

My hunch is that many real estate professionals see the headline of the below linked article and won’t even take a look. “Top 10 Desirable Metros Where Homes Cost Less Than $300,000” should attract real estate pros instead of discouraging them.

If I am not in any of those 10 metros, I’m reading this with two questions in mind. The first is, “What do the homes I represent have that the ones mentioned do not?”. Next, it should be “What do the homes in the article have that the ones I represent do not?”.

Knowing which differences to point out about a listing or opportunity could be the difference of getting a signed contract or missing out. One example I use with valued clients, students, and connections is a sold out football game. Tickets are priced differently for sitting at the 50 yard line vs. the back of the upper level in the corner of an end zone which faces the sun. Since the game has sold out, there are people willing to pay to do both. 

Some fans are sitting high up in the corner because that was all they could get. Others are there because it saved them over $100 over a higher priced ticket while they could still be inside to witness the game. There are fans sitting by themselves and others that must have a group of eight all together. Even though it is the same game within the same stadium, many fans have different criteria for attending.

Knowing what choices are being made, whether you agree with them or not, applies to the real estate scenario or what makes homes desirable. An agent or broker reading may be working on homes priced below $300,000 or well above that mark. A potential buyer may be looking for corner end zone houses OR one smack on the 50 yard line. Understanding that could help you become “first in” on getting to the closing table.

 

https://www.foxbusiness.com/real-estate/top-10-desirable-metros-where-homes-cost-less-than-300k

 

 

 

When The Business Needs The Person Who Can't Be There

  

A few months back, I was working with a real estate investor putting together a multi-million dollar commercial project that was seeking a partner. It took months of searching to finally come up with a potential partner which made it beyond initial discussion. The potential partner came back with a Proposal which would have made my client nearly one million dollars in profit within two years. At that time, there had not even been a shovel in the ground, and it appeared that the hours of work we had put in were going to pay off for all concerned.

My client turned it down and walked away. He was looking long-term and felt that his team’s contributions were worth significantly more than one million dollars even though they had not been executed. I see situations like this on occasion, where a business or real estate opportunity is attractive, but not positioned for mutual benefit.

The below linked article is a glaring example. It describes a situation for a successful business operation with a current owner not healthy enough to continue on. The challenge is that the owner is not easily able to find a person or entity able to continue under his current methods of operation. I’m seeing a similarity between the scenario in the article and the situation I had with the investor. When the buyer needs to start by doing things a certain way they did not create, it can be a problem. 

There are lessons to be learned from these scenarios.

 

https://www.hourdetroit.com/drinks-beverages/schramms-mead-seeks-a-successor/

 

 

 

 

It's About What The Buyer Thinks

 

 

Whether representing a seller or being the seller, you understand the best sales points of the property or opportunity. I have written thousands of ads and copy for listings over the past 35+ years. Every property has something unique to offer including the cookie cutter builder projects. 

Meanwhile, having unique features may not be the best selling point. There is often a difference in what you think the most important feature is than what potential buyers want. 

There are times a potential buyer is emphasizing a specific convenience. You might have the newest, cleanest, and a highly desirable location for a new listing. However, if the buyer is seeking a master bedroom that has its own adjacent bathroom and your new listing doesn’t have that, it could be a deal breaker.

Even a “typical” or “common” new listing advertisement and/or showing should emphasize what potential buyers want. Obviously, different potential buyers have different needs, wants, and financial qualifications. 

Agents and brokers who don’t think they need research in preparation of selling a listing often overlook what buyers want and “simply” go with what they think would be best, which is often successful. Exploring the most searched keywords is a great way to learn what potential buyers want. The below linked article is a prime example. If you can mention that one thing which is important to that buyer, your chances of getting to the closing table increase!

 

https://www.realestatenews.com/2025/12/26/zillow-wrapped-what-buyers-searched-for-in-2025 

 

 

Sending A Signal For Successful Transaction Follow Up

 

As my valued clients and students know, there is so much more to marketing real estate than producing content and placing campaigns. Customer service and going the extra mile to help with a transaction can create a favorable impression and generate future business. One example is WiFi signals. It continues to surprise me how little attention many residential and commercial brokers pay about it whether representing buyers or sellers.

For residential properties, you and your client should walk the property with a phone or tablet and check for signal coverage in the basement and in the “outer reaches”. Buyers want to know they will easily be able to have a strong WiFi signal. The new residents may be able to work from home and the kids need to do homework and will want to stream games and movies. 

If selling, you (as agent) should be sure of a strong signal throughout and invite potential buyers to check for themselves. It is possible “better WiFi” could help them to decide and that other properties they are considering have dead spots. I will say I know of agents that install a signal booster prior to showings and open houses.

On the commercial property side, strength of signal takes on added meaning. Some states and municipalities are able to mandate a “Radio Signal Strength Test”. The reason is that first responders need to have a strong signal throughout the property in case of emergencies. The “signal booster” needed to be compliant for large commercial properties (i.e. shopping centers, big box stores, warehouses) can cost up to several tAs my valued clients and students know, there is so much more to marketing real estate than producing content and placing campaigns. Customer service and going the extra mile to help with a transaction can create a favorable impression and generate future business. One example is WiFi signals. It continues to surprise me how little attention many residential and commercial brokers pay about it whether representing buyers or sellers.

For residential properties, you and your client should walk the property with a phone or tablet and check for signal coverage in the basement and in the “outer reaches”. Buyers want to know they will easily be able to have a strong WiFi signal. The new residents may be able to work from home and the kids need to do homework and will want to stream games and movies.

If selling, you (as agent) should be sure of a strong signal throughout and invite potential buyers to check for themselves. It is possible “better WiFi” could help them to decide and that other properties they are considering have dead spots. I will say I know of agents that install a signal booster prior to showings and open houses.

On the commercial property side, strength of signal takes on added meaning. Some states and municipalities are able to mandate a “Radio Signal Strength Test”. The reason is that first responders need to have a strong signal throughout the property in case of emergencies. The “signal booster” needed to be compliant for large commercial properties (i.e. shopping centers, big box stores, warehouses) can cost up to several thousand dollars including installation. (For example, in Florida it is Statute 633.202.) Meanwhile, older buildings with large elevator systems are also dealing with the planned elimination of POTS lines, as they had been known for years, and requiring significant telecommunications system updates.

As a potential buyer representative, you should check to ensure compliance, potentially adding another negotiation point if not. When representing a seller, being able to point out that “your” property is compliant gets your potential buyer(s) to inquire for other properties they may be considering.

The marketing value is showing your client AND the potential buyer or seller on the other side how “on top of things” you are. In addition, showing concern for the safety of others will get you more future business than showing more concern for quickly getting to the closing table.
thousand dollars including installation. (For example, in Florida it is Statute 633.202.) 

As a potential buyer representative, you should check to ensure compliance, potentially adding another negotiation point if not. When representing a seller, being able to point out that “your” property is compliant gets your potential buyer(s) to inquire for other properties they may be considering. 

The marketing value is showing your client AND the potential buyer or seller on the other side how “on top of things” you are. In addition, showing concern for the safety of others will get you more future business than showing more concern for quickly getting to the closing table.

 

 

 

Marketing For The New Age In Home Buying

 

 

We continue to see data showing that the average age for first-time homebuyers is now around 40 and may continue to rise as economic challenges dictate. As a real estate research and marketing specialist, I continue to see brokers who would benefit significantly by doing more research toward better identifying their target audience. Knowing exactly who you need to reach is very helpful in determining how best to reach them. You need to be where your target audience is.

The below linked article goes as far as to show the average first-time homebuyer age for several large municipalities. That tells me that such info can be found for plenty more municipalities, and likely for your farm area or location(s) of concentration.

Finding your target audience can vary from city to city, based on the local economy, amenities, and ethnicity. Your target audience for properties you work on might be families, individuals, or people that stay within certain areas for any of the aforementioned reasons. To put it another way, a 40 year-old single person living in San Francisco is likely to have different habits and needs than if they lived in Fargo, ND. 

One way to learn their habits and where you can find them is by direct observation. I still remember a story I read many years ago about a rock band which did a lot of live concerts. They would have members of the stage crew and wives or girlfriends of band members scatter and go further out into the audience during their shows acting as fans of the group. Their mission was really to notice which songs got the crowd around them to rise, which ones they liked to sing along with, and to hear the “Oh, I wish they would do (name of song)” type comments. 

Over the course of their tour, the band adjusted their set list and parts of their presentation as a result of direct and unsolicited reactions. They listened to their target audience and doing so led to an increase in album sales and concert ticket sales!

If you have a listing which would appeal to a buyer in the 40-year old age range, check out restaurants, shopping, entertainment, and places where your audience goes. Listen in on what their concerns are. Think of that rock band, and think of how one comment you hear or observation you make could help you be “first in” to get your listing sold.

In real estate, research and marketing go a long way toward success!

 

https://www.investopedia.com/you-just-turned-35-and-dont-own-a-home-yet-see-how-us-adults-compare-11875760  

 

 

The Research Should Be More Important Than The Funding

 

As 2026 began, I spent some time reviewing notes from the private investor coaching sessions I held throughout 2025. The majority are newer investors relying on my team and me for strategies toward getting started or preparing for the next and bigger deal. 

It is human nature to find reasons to make your concept or plan look “even better” in hopes of easier acceptance. However, keeping it real is the far more practical approach when it comes to real estate, especially when involving properties which need repairs and/or upgrades between the time of acquisition and the time of profitable resale.

A real estate investor or professional that is eyeing a property needs to present a lot more than “what I think this could sell for” in order to make the deal happen. My biggest takeaway is (and continues to be) to focus on the deal instead of the funding. Being strong with thorough and accurate research can make your presentation stronger than the next investor a potential partner or funding source looks at.

I recently had an investor student that was already negotiating with the owner of a triplex that “wants out” even though all three units are rented and a property manager is in place. She asked me about preparing to approach her lender, and was concerned about using her personal credit data since her LLC was brand new. 

My response was to examine the situation further to determine if “we” need a lending source or investor partner. Although she knew the estimated value of the property, she did not (yet) know how it comps out. She did not know the rent amount(s) being paid by the tenants or the length of current leases. I told her that her credit score doesn’t matter if all three units could be vacant by the time her acquisition closes. That landlord may “want out” because the tenants do.

If she can present having happy tenants at market rate rents in a building which comps well and has value add potential, her personal credit may not matter. The point is that this investor may have missed out on a good deal by worrying about her credit score OR entered into a purchase without enough research and put her finances at severe risk. 

Meanwhile, I still hear from brokers that there “is no inventory”. As I see it, there are plenty of opportunities to be “first in” that thorough research would uncover. 

 

Working The Workforce Toward Real Estate Solutions

 

Some geographic areas are placing more of an emphasis on “growing” jobs while others place an emphasis on developing more places to live which are affordable housing. The below linked article about efforts within Texas to increase and attract workers for manufacturing plants provides plenty of interesting research. It shows that Texas is currently ranked sixth nationally in manufacturing job growth, which would seem to indicate a demand for employees that relocate from other states and regions.

However, the research also shows that housing costs for employees looking at living within reasonable proximity of expanding manufacturing facilities are too high to make a move worthwhile. Manufacturing plants do not control housing prices, and it’s not as though current homeowners would wish to reduce housing costs. These are problems without easy solutions.

As many of my valued clients, students, and connections know, a huge part of marketing for real estate is about developing solutions to best serve your clients. Many brokers and investors wait for “someone” to bring them potentially strong deals ahead of working on creating them. Doing your homework should not always be confined to running the numbers strictly for the real estate considerations.

Potential home sellers (whether interested in selling, already listed, or who have not been approached with an innovative solution) know what amount they need or expect in order to move the needle. Some need plenty of money up front, while others could benefit from strong monthly payments. 

It is possible that people willing to relocate for a job would want to rent for six months or one year to get a feel for the job and the neighborhood before committing to purchasing, whether they can afford it or not. If you don’t know about specific situations which are or may be available, you don’t have solutions to offer. 

A few years back, a connection of mine took over a 4-bedroom house following a divorce (grown children no longer living there) and was by himself, wanting to stay in “his” house. He was able to rent the other three bedrooms to three women that came to the United States from Asia on a 6-month work visa. The three were each employed at the same place, and the house was convenient to the bus stop. Everybody involved “won” in this situation. The three women had below-market rent in a convenient location, and the owner had steady income which allowed him to stay in his house, covering maintenance and property tax expenses. (He also had his tenants cooking Asian meals for him, but that’s not related to the story.)

By the end of the six months, he knew the company which hired people on visas from other countries and had recommendations to go along with it. His divorce and the work visas for the women each had zero to with the then current real estate market. It was his solution, which happened to involve his home, that led to the success story.

While you continue with your job, my team and I can be helping your team and you to develop beneficial solutions. Being “first in” on opportunities starts with doing your research!

 

https://trerc.tamu.edu/blog/texas-manufacturing-needs-power-people/ 

 

 

 

 

 

While Some Agents Want Listings, Their Audience Needs Solutions

 

When you see survey results showing Americans are discouraged about personal finances for the coming year, it is easy to think it will challenge your potential for success as a real estate professional or investor. Whether you think you can, or think you can’t, you are probably right.

A huge part of real estate marketing is being able to put your clients and potential clients into a position to succeed. If and as they succeed, so do you!

As my coaching clients and students already know, there are many ways to put yourself in a position to help your clients succeed during 2026. Marketing yourself and your brand is about providing solutions, even when your database does not see the problem.

Being “first in” with a solution can be a significant difference maker. Let’s find at least one situation you and your team can utilize to your advantage for helping your target audience. Suppose you are a residential agent in a “slow” farm area where the monthly expenses for homeowners (mortgage, property tax, HOA, etc.) comes to $2,400 per month. 

The next step is to find the nearest rentals in which tenants are currently paying $2,500 or more per month. We already know they can afford the monthly amount needed to own a property in the same area. Perhaps you know a lender able to provide down payment assistance and/or an owner willing to provide seller financing. 

If so, you can show a nearby tenant how you can SAVE them money each month while bringing them tax benefits and advantages. Maybe you can show them how for less money they could go from a two-bedroom apartment to a three-bedroom house. Perhaps they could have their own private swimming pool (other desired local amenity) instead of sharing it with dozens of neighbors who always use it at the same times they want to.

While other real estate professionals continue to think the market is slow, you can be doing the research and using your brand and reach to generate clients.

On the commercial real estate side, there are plenty of conversion, mixed use, and zoning opportunities to present to those that didn’t think it was possible. 

My team and I are available to help you and your team be “first in” on increasing your bottom line during 2026!

 

https://www.cpapracticeadvisor.com/2025/12/26/survey-fewer-americans-believe-their-finances-will-improve-in-the-year-ahead-compared-to-past-2-years/175521/ 

 

 

If We Can Tell The Photos Are Enhanced, Does It Help To Sell It?

 

It is no surprise that I’m seeing more residential and commercial listings around the country which are enhanced by Ai. Maybe it is because I have been working with tech teams which create virtual reality environments specific to real estate, but I continue to find it easy to recognize Ai enhanced photos and videos. There is a big difference when using Ai to “show” a property or a room which is proposed and does not exist than to make a real property look more favorable than it will when a potential buyer or tenant sees it for the first time.

Long before Ai and virtual reality environments, we would often see a photo of someone we were about to meet. When we actually met him or her, we would instantly be able to tell that the photo we saw is very much outdated. Our image of that person would immediately become less favorable. The same theory goes with properties. If seeing the actual property becomes less impressive than the version we saw before arriving, many of us wind up being “less impressed” while we are touring. 

Real estate agents and brokers with properties to market should want it to be the other way around!

Suppose you place a “realistic” photo (or series of photos) in your promotional pieces and advertisements for your listings. Before showings and/or open houses, you clean up and make improvements to the appearance of the property. Make it look even better than the photos!

By doing so, your goal is to make the visiting potential buyer or tenant think even more positively about the property. The value of an out loud “Wow! This looks even better than I thought!” is more in your favor than a “Oh, this doesn’t look as nice as I was expecting”. If you are holding an open house or hosting multiple showings simultaneously, chances are the visitors will have already toured other properties they may be considering. Getting a “This is better than I expected” reaction carries more weight when they just visited other properties which may not have impressed them “even more”.

The below linked article includes a video which shows Ai being overused in a residential presentation. It is way too easy to tell, especially when you look at their weak simulations of a fire in the fireplaces. Those made me think, “I wonder what else is fake about the interior”. 

Getting a potential buyer or tenant to be “first in” on your listing or opportunity should be done with a realistic approach and not one which is practically an insult. The last word in Ai is “intelligence”. 

 

https://www.azfamily.com/video/2025/12/31/what-know-about-ai-content-real-estate-listings/

 

 

Making Waves Near The Waterfront

 

 

There are situations in which real estate professionals need to market advantages of their listings or properties “against” potential advantages of other properties in order to attract buyers. In a perfect world, you want the merits of your property to stand alone without having to point out favorable comparisons. However, real estate is not located in a perfect world. 

Over the years, the industry has seen many buyers that specifically seek waterfront properties, whether as a primary, part-time, or rental property. If you represent a waterfront property, you want to have every possible advantage to point out to potential buyers. Factors sometimes include nearby restricted access, a private dock, and unobstructed views. It helps to know why the buyer “should” spend more than they would for a lower priced similar property a block away.

Citrus County in Florida has numerous significant waterfront properties. The below linked article has current research (comparing 2025 against 2024) showing how home prices away from the actual waterfront are also pricing at $1 million and up. 

It seems to me that a potential buyer looking in that area is more likely to focus on a waterfront property within that price range. Is there that much value in being “near” the waterfront for $1 million?

I don’t know, but if I were buying or representing in that area, I had better know that answer.

There are plenty of marketing angles that a broker can take in Citrus County. The rise in “further away” prices helps to justify an actual waterfront property purchase at this time. Brokers in other parts of Florida (and the country) with waterfront properties can show this trend to potential buyers in other communities.

However, without this type of current research, you may not have enough information to entice a buyer or seller to make the decision you are looking for. Having the right information ready to go can make you “first in” toward your next real estate transaction!

 

Isn't AS-IS Only For Investors? Or Is It?

 

Now that 2026 is underway, real estate agents and brokers are more than one full year into the changed situation involving buyer commissions. It was supposedly designed to save money for buyers. Market trends would seem to indicate the legislation has not made any difference. Home prices continue to adjust based on the local market, making it near impossible to determine any difference, despite the inconveniences caused before and since being enacted. 

This is not to say the situation should or should not be changed. However, the uncertainty about buyer representation appears to be having an impact on how many property listings are presented. There seems to be even more to deal with than concerns about disclosure, especially for older properties. The below linked article about supposed benefits of buying an As-Is property demonstrates that.

While it is true that some buyers are looking for something they can move into quickly, they also may not want to have to worry about fixing up, repairing, and replacing within weeks or months of acquiring. The idea of not having to spend to fix up in order to sell is appealing to many, but those have typically been opportunities for investors to discount in order to acquire, fix, and sell or rent for long-term gain.

The marketing aspects of this are significant. If it actually becomes a trend for consumers to consider As-Is purchases, it means that properties that are up to speed and in solid condition will become even more valuable to buyers that want more convenience and less worry. You can let them know that a “kept up” property will save them time and money.

It is one thing when an investor or contractor that understands what needs fixing and how to best fix it acquires a property. However, it’s another thing when a buyer commits to a property for what they think will be less money and has no clue or experience in how to properly repair. We could be faced with homeowners with a DIY philosophy, using subpar or wrong materials, or doing temporary patchwork. Those may be fine for a year or two, but the next buyer could experience unforeseen problems.

Selling agents could benefit from making that distinction in their marketing, whether for a property in ideal condition or an AS-IS. For example, pointing out that the “roof was replaced in 2025” might make a potential buyer ask about that when looking at a lower prices AS-IS. Alert them to how much money the “good condition” would save them instead. Remember to mention warranties and service contracts. There are reasons why many consumers purchase a new car ahead of a used one despite the price. It is getting to be that way with properties. You could be “first in” to the closing table by helping your clients to understand this.

 

https://markets.businessinsider.com/news/stocks/florida-housing-pressure-drives-growing-demand-for-as-is-home-sales-say-local-real-estate-experts-1035675961

 

 

 

 

When Research Is Taxing But Could Save Money For Investors

 

The property or opportunity may seem like a solid investment and/or location for a residence or business, but some investors overlook the status of the municipality. I see plenty of situations, such as those in Illinois as detailed in the below linked research, in which there could be cost increases put in place by the city, county, or state. Increases in property taxes can make the difference between a solid investment and a questionable one. When corporate taxes are increased, the location becomes less attractive for businesses to locate there or stay there. If sales taxes and transaction fees are increased, the area becomes less attractive for consumers, who will shop elsewhere if the savings add up.

 

Obviously, we don't know what will happen in the years to come, but there is plenty of data and trends out there to help decision makers gauge potential problems. However, monitoring for these problems can also be monitoring for opportunities along with allowing for attempts at prevention. Legislative changes are proposed and typically allow for or require feedback. If and when passed, there is an advance time frame for when they will take effect. For example, a tax bill approved in August takes effect the following January 1st.

 

It is also obvious that many owners and landlords do not keep up with proposed ordinances and legislation like they should, or do not fully prepare for the consequences. Using the aforementioned August passing for a January enforcement example, that would leave four months for a landlord to sell, lease, or somehow adjust their situation before the direct impact of the change takes effect. Since these happenings are not part of the property, new legislation is not a disclosure requirement.

 

Having the right information can make you and your team "first in" on great real estate opportunities. It's the difference the right research person or team can make! 

  

https://www.illinoispolicy.org/illinois-local-governments-lose-out-on-10-9b-in-state-taxes/