How Top Agents Use Market Data to Build Trust and Win More Business
- Colby Casoria
- 15 hours ago
- 4 min read
The real estate market has changed—but great agents don't wait for the market to improve. They improve how they communicate.
In this week's Every Move Collective Mastermind, Vice President of Training Russ Laggan shared practical strategies for understanding today's market, explaining it confidently to clients, and positioning yourself as the trusted expert instead of just another salesperson.
If you missed the live session (or don't have an hour to watch the replay), here's your cliff notes version.
1. Stop Waiting for the Market to "Go Back to Normal"
One of the biggest takeaways from the session was understanding what today's market actually looks like.
Russ explained that:
A typical U.S. housing market averages roughly 5.3 million home sales annually.
Over the past several years, sales have hovered around 4 million transactions, approximately 22% below historical norms.
Rather than expecting a dramatic rebound, agents should prepare to succeed in today's market because this slower pace may continue for the foreseeable future.
What this means for agents
Instead of blaming the market, compare your business against the market.
If your production is down less than the overall market, you're actually outperforming many agents.
The question isn't:
"When will things get better?"
It's:
"What adjustments do I need to make to thrive in today's environment?"
2. Become the Market Expert Your Clients Expect
Every REALTOR® gets asked the same question:
"How's the market?"
Unfortunately, most agents answer with vague opinions or generic talking points.
Russ emphasized that agents should become educators, not commentators.
Instead of repeating headlines, know:
Local inventory levels
Sales trends
Days on market
Price movement
Buyer demand
Local housing supply
Then explain what those numbers actually mean for buyers and sellers.
Clients don't hire agents because they memorize statistics.
They hire agents who can interpret those statistics.
3. National Headlines Don't Sell Local Real Estate
One of the biggest mistakes agents make is relying on national news.
Real estate is hyper-local.
While some areas are experiencing price corrections, other markets continue appreciating.
Understanding your local numbers allows you to confidently answer questions instead of repeating what buyers heard on the evening news.
The better you know your own market, the more authority you build.
4. Understanding First-Time Buyers in Today's Market
Today's first-time buyer looks much different than they did a decade ago.
Russ discussed how rising home prices and higher interest rates have delayed homeownership for many Americans.
Some key factors include:
Buyers entering the market later in life
Increased affordability challenges
Delayed marriages
Larger down payment hurdles
The result?
There is significant pent-up buyer demand waiting for the right opportunity.
5. Helping Buyers Overcome Fear Instead of Objections
One of the most valuable discussions centered around buyer psychology.
Many buyers hesitate because they're afraid prices could fall after purchasing.
Russ challenged agents to shift the conversation.
Instead of arguing over market timing, help buyers compare:
The long-term cost of renting
Building equity through ownership
Short-term market fluctuations versus long-term wealth creation
The goal isn't to pressure someone into buying.
It's helping clients make informed financial decisions based on facts—not fear.
6. Population Growth Matters More Than Most Agents Realize
A powerful section of the Mastermind focused on supply and demand.
Russ explained that agents should understand:
Is your local population growing?
Are people moving into or out of your area?
Are enough homes being built to keep up?
These three questions can help explain future inventory trends and pricing better than national headlines ever could.
Understanding migration patterns gives agents another valuable conversation piece with buyers and sellers.
7. Use AI to Become a Better Local Expert
Rather than spending hours searching through reports, Russ demonstrated how AI tools like ChatGPT, Gemini, Claude, and Grok can quickly gather market data.
Examples include:
Population growth
Housing inventory
Building permits
Local market projections
Housing supply trends
His advice was simple:
Trust—but verify.
Use AI to gather information faster, then confirm the data with trusted local sources before sharing it with clients.
AI shouldn't replace your expertise.
It should accelerate it.
8. Great Agents Ask Better Questions
Throughout the session, Russ repeatedly demonstrated a coaching approach instead of simply giving answers.
Rather than telling clients what to think, ask questions that help them arrive at their own conclusions.
Examples include:
What concerns you most about buying right now?
What would need to change before you'd feel comfortable moving?
What are you comparing today's market to?
When clients discover the answers themselves, conversations become collaborative instead of confrontational.
9. Stop Sounding Like a Salesperson
Perhaps the most memorable takeaway came near the end of the training.
Russ challenged traditional real estate scripts and elevator pitches.
Most agents answer:
"I'm a REALTOR®. I help buyers buy and sellers sell."
His response?
That doesn't create curiosity.
Instead of trying to impress people with rehearsed scripts, become genuinely knowledgeable.
When people recognize you as the person who understands the market—and explains it clearly—they naturally begin seeing you as the expert.
And experts attract business.
Final Takeaways
This Mastermind wasn't about memorizing statistics.
It was about becoming the kind of agent clients trust.
The agents who thrive in today's market are the ones who:
Understand local market data
Explain complex topics simply
Use AI to stay informed
Ask better questions
Lead with education instead of sales
When you consistently communicate with confidence and clarity, clients stop shopping for an agent—and start seeking you out.
Want to Join the Next EMC Mastermind?
Join us inside Every Move Collective for weekly Mastermind sessions with top-performing agents across the country.
✨ Learn what’s working right now
✨ Build real connections
✨ Walk away with actionable strategies
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