6 concrete tips for crafting a cohesive content calendar for 2025

You don’t need to plan every post months in advance, but you do need a system that aligns with your goals, reflects your expertise and gives you space to show up with clarity, Alyssa Stalker writes.

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!

If your social media presence feels scattered, you’re not alone. A content calendar is a practical way for agents to stay organized, maintain relevance, create momentum and establish a recognizable brand presence across various platforms.

A cohesive content calendar provides more than just reminders to post. It enables you to map out your messaging in alignment with your listings, the client journey and the rhythm of your local market. Whether you’re trying to stay top of mind or attract new buyers and sellers, it gives your brand structure, clarity and direction.

Here are six strategic tips to help you build a content calendar that is both consistent and designed to generate results in 2025.

1. Start with your business rhythm

If your past sales cycles have felt unpredictable, look at patterns in inquiries, client questions and engagement instead. Use that information to shape your calendar.

Identify when your audience is most active or when conversations tend to increase, and plan content that educates and positions you as a resource in the lead-up to those moments. This way, you’re aligning your strategy with momentum, even if the market pace shifts.

2. Define content pillars tied to intent

Move beyond general categories and define three of four content themes that reflect how your audience makes decisions.

For example:

  • What it’s like to live here (neighborhood POV)
  • What buyers need to know right now (market timing)
  • Who I’ve helped and how (client proof)
  • Why I’m the one to work with (brand authority)

Each one should answer a specific question that your audience is already asking themselves.

This structure not only brings clarity to your calendar, but it also improves the chances that your content will convert casual viewers into serious prospects.

Pro tip: Consider mapping each theme to a phase of the client journey. This ensures your content supports awareness, builds trust and drives decision-making.

3. Use monthly anchor topics

Zoom out and assign a focus to each month based on seasonal behaviors, trends or market shifts. Think beyond obvious ideas like “Spring Market,” and get more nuanced. For example, June might center on “moving timelines for families,” while September focuses on “year-end real estate planning.”

Anchor topics help you go deeper rather than wider, and they provide a through-line for your content that builds authority.

4. Layer in your listings and local market updates

While consistency is essential, relevancy is what keeps people paying attention. Leave intentional white space in your calendar so you can pivot for time-sensitive posts, such as a new listing, breaking market news or a noteworthy statistic. This also provides you with the flexibility to respond to real-time client questions or local events.

Remember: Your audience doesn’t just want updates, they want interpretation. Add value by explaining how market changes impact buyers and sellers.

5. Create once, distribute twice (at minimum)

Get more from the content you’re already creating. If you film a Reel about buyer FAQs, pull one quote into a static post and another into your email newsletter. If you write a blog or long-form caption, repurpose key points for a carousel or story post.

This approach is about reframing a key message in ways that make sense for each platform and audience touchpoint.

6. Block content planning time each month

Treat content planning like a leadership task, not a creative chore. Block 60 to 90 minutes at the beginning or end of each month to review analytics, brainstorm fresh ideas and build out your upcoming calendar.

High-level planning gives you the space to be more present online, without the pressure of creating in real-time. Over time, it transforms your content into a measurable part of your business, rather than a background task.

A smart content calendar helps you stop reacting and start taking the lead. You don’t need to plan every post months in advance, but you do need a system that aligns with your goals, reflects your expertise and gives you space to show up with clarity.

When your content has direction, your brand builds traction. And when your audience sees that consistency, trust follows.

Alyssa Stalker is a real estate branding strategist and host of the Above Asking podcast. Connect with her on LinkedIn or Instagram.

This post was originally published on this site

10 spring real estate content ideas for instant engagement, lead gen

New Inman contributor and marketing strategist Alyssa Stalker offers great ideas for stepping up your spring content marketing and drawing in buyers and sellers.

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!

Spring is historically one of real estate’s busiest and most opportunity-filled seasons. As buyers reenter the market and sellers prepare to list, content becomes critical for staying top of mind.

But to stand out today, agents must move beyond templated graphics and generic listing promos. The most effective real estate professionals use content to tell stories, showcase expertise and build brand trust.

These 10 content ideas combine current trends with strategic messaging to help you connect with modern buyers and sellers without sacrificing your professional edge.

1. Spring reset: How to prepare a home for market in under 30 minutes

Take advantage of the spring cleaning conversation by sharing quick, impactful tips sellers can implement right away, like decluttering entryways, updating light fixtures or refreshing curb appeal. Keep it bite-sized and visual to make it scroll-friendly and shareable.

2. Seasonal trends: The butter yellow effect

This trending hue is popping up in design and fashion, and agents can use it to showcase homes with natural light, warm tones or fresh seasonal styling. A content series that leans into color psychology can demonstrate your understanding of what visually resonates with buyers in today’s market.

3. Patio season: How outdoor spaces can influence a sale

As buyers begin to picture their summer, outdoor living becomes a strong selling point. Use content to highlight features like decks, fire pits or flexible entertaining areas. Share tips for staging these spaces, or feature local contractors or landscapers for added community value.

4. Hosting ready homes: Positioning listings through lifestyle

Create content that reframes listing features through a lifestyle lens. Open concept kitchens, spacious dining rooms or seamless indoor-outdoor flow can be positioned as ideal for entertaining. This helps buyers emotionally connect with the space and shows sellers how you market homes beyond the basics.

5. What buyers actually want this spring: Tap into design and lifestyle trends

Instead of relying on outdated preferences, share what’s trending right now in design and lifestyle and how buyers are responding. Think warm minimalism, statement lighting, earthy neutrals, curved furniture or biophilic design elements that bring the outdoors in.

Create content that shows how these trends appear in real homes, and explain why they matter. You’re not just selling properties; you’re helping buyers envision a lifestyle.

6. Fresh start stories: Real client wins from the spring market

Whether it’s a first-time buyer or a seller relocating for a dream job, spring is the perfect time to share feel-good client stories. Keep the focus on transformation, new beginnings or lessons learned, adding warmth and credibility to your content.

7. Local spring roundup: Your community guide

Establish local authority by sharing seasonal guides for your area, highlighting parks, farmers markets, events or the best patios in town. Position it as a “live like a local” moment for buyers exploring the area and a feel-good lifestyle piece for your wider audience.

8. Visual refresh: Before and after listing content

Spring is about transformation. Show how thoughtful staging, lighting or landscaping can change a listing’s entire presentation. Use a before-and-after format to demonstrate your strategic eye, and position yourself as a professional who adds measurable value.

9. Think outside the box: Listing prep content that doesn’t feel overdone

Everyone shares a “how to prep your home for spring” checklist, but forward-thinking agents take it further. Offer a strategic breakdown of what actually impacts perception online.

For example, what types of listing photos perform best, which small upgrades boost visual appeal or how to prep a home specifically for short-form video. Or do a mini case study on how a seller followed your advice and increased perceived value. This builds your authority while subtly showing how your marketing process is different.

10. Make it yours: Brand yourself with a signature spring strategy

Use this season to create a branded content angle that only you’re known for. Maybe it’s “The Spring Edit” where you share your top picks weekly or a “Freshly Listed Fridays” series. Or a personal mini series showing what you’re doing differently this season to elevate your service.

It’s not only following trends; it’s about establishing consistency and creating an experience around your brand. When done well, people start to associate you with the feeling of spring and action.

The most effective real estate professionals don’t just sell homes; they communicate value. By tapping into seasonal trends, offering expert guidance and creating relatable content, you can position yourself as a trusted advisor in a competitive market that an audience wants to pay attention to.

Whether you use these content ideas to connect with new leads or deepen relationships with your existing audience, spring is your chance to show up with relevance, clarity and confidence.

Alyssa Stalker is a real estate branding strategist and host of the Above Asking podcast. Connect with her on LinkedIn or Instagram.

This post was originally published on this site

10 spring real estate content ideas for instant engagement, lead gen

New Inman contributor and marketing strategist Alyssa Stalker offers great ideas for stepping up your spring content marketing and drawing in buyers and sellers.

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!

Spring is historically one of real estate’s busiest and most opportunity-filled seasons. As buyers reenter the market and sellers prepare to list, content becomes critical for staying top of mind.

But to stand out today, agents must move beyond templated graphics and generic listing promos. The most effective real estate professionals use content to tell stories, showcase expertise and build brand trust.

These 10 content ideas combine current trends with strategic messaging to help you connect with modern buyers and sellers without sacrificing your professional edge.

1. Spring reset: How to prepare a home for market in under 30 minutes

Take advantage of the spring cleaning conversation by sharing quick, impactful tips sellers can implement right away, like decluttering entryways, updating light fixtures or refreshing curb appeal. Keep it bite-sized and visual to make it scroll-friendly and shareable.

2. Seasonal trends: The butter yellow effect

This trending hue is popping up in design and fashion, and agents can use it to showcase homes with natural light, warm tones or fresh seasonal styling. A content series that leans into color psychology can demonstrate your understanding of what visually resonates with buyers in today’s market.

3. Patio season: How outdoor spaces can influence a sale

As buyers begin to picture their summer, outdoor living becomes a strong selling point. Use content to highlight features like decks, fire pits or flexible entertaining areas. Share tips for staging these spaces, or feature local contractors or landscapers for added community value.

4. Hosting ready homes: Positioning listings through lifestyle

Create content that reframes listing features through a lifestyle lens. Open concept kitchens, spacious dining rooms or seamless indoor-outdoor flow can be positioned as ideal for entertaining. This helps buyers emotionally connect with the space and shows sellers how you market homes beyond the basics.

5. What buyers actually want this spring: Tap into design and lifestyle trends

Instead of relying on outdated preferences, share what’s trending right now in design and lifestyle and how buyers are responding. Think warm minimalism, statement lighting, earthy neutrals, curved furniture or biophilic design elements that bring the outdoors in.

Create content that shows how these trends appear in real homes, and explain why they matter. You’re not just selling properties; you’re helping buyers envision a lifestyle.

6. Fresh start stories: Real client wins from the spring market

Whether it’s a first-time buyer or a seller relocating for a dream job, spring is the perfect time to share feel-good client stories. Keep the focus on transformation, new beginnings or lessons learned, adding warmth and credibility to your content.

7. Local spring roundup: Your community guide

Establish local authority by sharing seasonal guides for your area, highlighting parks, farmers markets, events or the best patios in town. Position it as a “live like a local” moment for buyers exploring the area and a feel-good lifestyle piece for your wider audience.

8. Visual refresh: Before and after listing content

Spring is about transformation. Show how thoughtful staging, lighting or landscaping can change a listing’s entire presentation. Use a before-and-after format to demonstrate your strategic eye, and position yourself as a professional who adds measurable value.

9. Think outside the box: Listing prep content that doesn’t feel overdone

Everyone shares a “how to prep your home for spring” checklist, but forward-thinking agents take it further. Offer a strategic breakdown of what actually impacts perception online.

For example, what types of listing photos perform best, which small upgrades boost visual appeal or how to prep a home specifically for short-form video. Or do a mini case study on how a seller followed your advice and increased perceived value. This builds your authority while subtly showing how your marketing process is different.

10. Make it yours: Brand yourself with a signature spring strategy

Use this season to create a branded content angle that only you’re known for. Maybe it’s “The Spring Edit” where you share your top picks weekly or a “Freshly Listed Fridays” series. Or a personal mini series showing what you’re doing differently this season to elevate your service.

It’s not only following trends; it’s about establishing consistency and creating an experience around your brand. When done well, people start to associate you with the feeling of spring and action.

The most effective real estate professionals don’t just sell homes; they communicate value. By tapping into seasonal trends, offering expert guidance and creating relatable content, you can position yourself as a trusted advisor in a competitive market that an audience wants to pay attention to.

Whether you use these content ideas to connect with new leads or deepen relationships with your existing audience, spring is your chance to show up with relevance, clarity and confidence.

Alyssa Stalker is a real estate branding strategist and host of the Above Asking podcast. Connect with her on LinkedIn or Instagram.

This post was originally published on this site

BiggerNews: Will Lower Rates Remove America’s “Golden Handcuffs”?

For years, we’ve been told that lower mortgage rates could reignite homebuyer demand and help improve affordability so first-time homebuyers (or even rookie landlords) can finally buy their first property. But, with mortgage interest rates lowering right before our eyes, we’re noticing something peculiar—affordability isn’t improving. Home prices are staying stagnant, if not rising. Thanks to America’s “golden handcuffs,” we’re still in a housing market standoff, but there might be some solutions to fix it.

We’re bringing on The New York Times’ Rukmini Callimachi, a real estate correspondent, to shed light on the vast affordability crisis affecting America. With homes “unmanageably expensive,” regardless of whether you’re renting or buying, we need solutions that don’t just spark up demand (like lowering mortgage rates). There’s one glaring problem plaguing the property market, but why won’t anybody fix it?

Today, we’re cracking this discussion wide open, speaking on the solutions that could ACTUALLY increase affordability in the future, the rising homelessness problem affecting working Americans and students, and how NIMBYism (not in my backyard) could be forcefully put to stop as communities struggle to build enough housing. If you want to get in (or get back in) the real estate game, whether as an investor, house hacker, or first-time homebuyer, these solutions could directly affect you!

Click here to listen on Apple Podcasts.

Listen to the Podcast Here

Read the Transcript Here

Dave:
Mortgage rates are starting to come down, which is of course encouraging, but affordability actually isn’t starting to budge yet, and that’s creating this massive, massive log jam in the American housing market. One estimate actually says that as many as 800,000 moves didn’t happen last year because of this golden handcuffs effects that’s going on, it’s affecting everyone from homeowners to renters to real estate investors like us. So what can we do about this huge problem? There is unfortunately no perfect solution, but there are some interesting options that we’re going to be digging into to Happy Friday everyone. It’s Dave here, and I’m back for another bigger news episode, and today we’re talking with New York Times real estate correspondent Rui Kalama, and she spends a lot of her time talking to some of the foremost economists and experts on the real estate market and choose some amazing takeaways about what’s going on with affordability, its root causes, the lack of supply that’s going on, and what some potential solutions are. In today’s episode, we’re going to talk about the relationship between interest rates, home sales, and affordability, how we even got to this point in the first place, which is spoiler lack of housing supply. And we’ll talk about some of the more creative solutions to the supply side of the housing crisis. If you want the latest on modular housing and a DU zoning, stick around for that conversation, which we’ll be having at the end as well. Alright, let’s get to Rick Meany. Rick Bini, thank you so much for joining us today.

Rukmini:
It’s my pleasure to be here, Dave. Thank you.

Dave:
Let’s start by having you just tell us a little bit about yourself and the topics you cover for the New York Times.

Rukmini:
Yes. I cover real estate for the New York Times. I’ve been a journalist for 25 years, and I spent the bulk of that overseas in Africa, in West Africa as a correspondent and later a bureau chief for the Associated Press. From there, I got into terrorism reporting, so for about seven years I was covering ISIS and Al-Qaeda for the Times, and I now cover real estate and housing.

Dave:
Wow, that’s quite a career and hopefully a little less stressful covering real estate than some of your previous positions.

Rukmini:
You’ll be amazed at how many opinions people have about real estate.

Dave:
Oh, I’m very familiar with that.

Rukmini:
They’ll feel strongly about it.

Dave:
They do. Yeah, it’s a big part of American culture of real estate, and so I think people do have strong opinions and for good reason, and that’s why I have a job, so I’m very grateful for it.

Rukmini:
Yes.

Dave:
So let’s just talk a little bit about one of your more recent pieces where you’re talking about the relationship between mortgage rates and home prices, and this might be familiar to some of our audience, but we always have new people joining this. So can you just tell us briefly how those trends have evolved over the last few years?

Rukmini:
Well, I think the biggest takeaway right now is that according data from federal sources, six out of 10 American homeowners who have a mortgage have rates that are under 4%. If you’re like me, you have rates in the 2%, right?

Dave:
Ooh, twos. Those are rare. That’s

Rukmini:
Impressive. I think a lot of people refinanced in the twos in lead up to the pandemic. What that means is that there’s what economists are now calling a rate lock effect or a golden handcuff effect where people do not want or cannot afford to sell their home because they would be hit with, I was just checking the rates on Freddie Mac, and as of this morning we’re down to 6.09% for the mortgage rate, which is lower than it was in the fall where it was close to 8%. But if you are one of the majority of homeowners who has rates under 4%, why would you want to give up that rate? The second thing that’s happened is that there’s been such a dramatic increase in home prices that if all things were equal and I was just to move across the street, put the rate aside, my home here, I bought it for roughly half the cost of what a very similar looking home across the street would cost. So people are being hit by these two forces, both the very high cost of homes and the fact that they would now be entering a rate that is for the majority of people, several points higher than they currently have, and that’s created a gridlock where people don’t want to sell. And because there’s no churn in the market, it’s created all sorts of secondary effects where people can’t move, people can’t buy, and affordability is at an all time low.

Dave:
Thank you for providing that context. And I just want to provide one other point that this is a major reason, not just why transaction volumes down, which it is a gridlock. We’ve actually seen total number of homes sold. It’s dropped 50% since the peak of the pandemic. It’s well below what it normally is. And so in addition, this is really impacting the whole industry, especially people like agents and lenders, property managers, people who live off transaction volume are obviously feeling this, but it’s also a major reason why prices are not moving so much. Is that correct, Rukmini?

Rukmini:
I think that’s right. And a couple of data points that I collected recently when I was writing the most recent piece in the period of fall 2022 to sort of third quarter of 2023, 800,000 moves were deferred. 800,000 families households basically put off moving. So this movement that you tend to have in the industry is just not occurring. People are deferring the move up that you traditionally go through when you get married, have a kid, have a second kid. That family that pre pandemic had maybe a 1-year-old now has a five-year-old and maybe a second, and they still have only a single bathroom. They would perhaps have liked to move into something bigger and they just can’t. Another data point, since we’re on track in 2024 to have the least home sales since 1995, but the country has 70 million more people since then.

Dave:
Wow.

Rukmini:
So it’s just we’re really scraping the bottom of the barrel as a result of these conflicting forces.

Dave:
That’s a stat I had never heard before. Of that, the 800,000 moves had been deferred.

Rukmini:
Yes.

Dave:
What is the source for that, just out of personal curiosity?

Rukmini:
Oh, it’s a paper published last month actually by the National Bureau of Economic Research.

Dave:
Oh, okay.

Rukmini:
It was Lance Lambert at Resi Club who I think does a really good job of amassing some of this data, pointed it out to me and it’s concordant with everything that we are seeing anecdotally.

Dave:
Well, the reason I’m asking, it’s a really interesting stat because there’s ways to measure demand that’s on the sideline, but that’s a new one for me because as an investor or an economist, I’m just curious if their demand is just permanently lost or are people just waiting until conditions change? And at least the wording you use that it’s deferred, means that all these people still intend to move, that they still want to. And is the idea then that they’re just waiting till affordability gets restored and then they’ll move?

Rukmini:
So the economist that I serve, and I spoke to seven for this one piece, they seem to all agree that rates need to get into the mid to low fives for things to start to move in some shape or form. And that’s still a long ways away. That’s 2025 if predictions are on point. And what we don’t know is even if rates come down, will the prices of homes continue to rise? There’s this kind of sisyphean battle that’s happening for people who are sitting on the sidelines right now. Imagine first time buyers, they may be waiting for the rate to come down, but every month that they wait, the home price index is going up. I was speaking to an expert at Harvard at their housing center, and who calculated the numbers for me? Who said that back when I published this piece, which was a few weeks ago? Yes, the rate had dropped more than a point since it’s high back then, but he said that in order to get back to where the home prices were, you’d have to rewind the clock to around January of 2024.

Dave:
So yeah, you have these sort of conflicting forces and just want to define this for everyone because talking a lot about affordability basically means how easy is it for the average American to buy the average price home?
And it’s sort of this three-legged stool. There’s three components that go into affordability, home prices, pretty obvious. Mortgage rates also pretty obvious. Most people use debt. And then the third one is real wage growth. So that’s basically how quickly wages or income are growing. And so basically how easily someone can afford the price point at a given interest rate. And so what Edia is saying and makes sense is that unfortunately, it’s sort of like this whack-a-mole situation where even though we’re having mortgage rates start to come down, which would help affordability, it would improve affordability, but at the same time, home prices have been going up depending on who you ask, like four or 5% year over year, which is pretty considerable. If you think about 5% on the average home, that’s $420,000, it’s another $20,000 that you’re paying even though mortgage rates go down. So unfortunately, it sounds like affordability, although it’s probably trending in a decent direction, I would imagine, hasn’t really improved all that much.

Rukmini:
It really hasn’t. And I think it’s getting to the point where the federal government may need to step in a more robust way. We’re seeing now that this is the first election in my lifetime when housing has actually become an issue that is being debated in front of millions of viewers on television that speaks to the fact that this is a real stressor. I think for people first time want to be home, buyers are not able to buy. And then on the flip side, you’re seeing people can’t move. And then beyond all that, you’re seeing seniors who are on a fixed income, who are being squeezed by every force from rising taxes to rising insurance. The shelter and the roof of our heads has just become unmanageable, expensive for a lot of the country, put aside the homelessness crisis, but just for I think the average American, it’s become something that is really shrinking people’s wallets.

Dave:
And that extends beyond home ownership too, because home ownership is expensive, but rent is expensive too. Actually, previously this year, the first time I think at least that I’ve seen data that the nation as a whole was unquote rent burdened, which means that more than the average American was spending more than 30%. That’s the line that personal finance experts, economists say, should spend 30% or less if your disposable income on housing. And we were over that. It’s actually since come down, which is a positive sign, but this is obviously happening across the whole country and the spectrum of homeownership to renters. And Rick said, you’ve talked to a lot of people. Does anyone have a solution for this?

Rukmini:
Look, a lot of people seem to be falling down on the same thing, which is of course, rates have to, rates have to come down. That’s one thing. But beyond all that, this is really a supply problem. There’s just not enough housing. Our country has not built enough housing stock going all the way back to 2008. The housing crash, I’m sure you know this very well, Dave, but on that front, you have so many forces that are getting in the way, excessive zoning in so many places where people want to live. I was talking to an affordable I housing project coordinator on a planning commission, and this is in California where there’s been emergency mandates that this has to be built. And there are now such excessive rules about parking at an affordable housing development where, for example, for every studio in this building that has maybe 60 units for every studio, you have to have one spot for every one bedroom.
You have to have 1.5 spots for every two bedrooms, this huge amount of parking, which makes the project that is already so expensive, that much more expensive and makes it very hard to pencil out. But variations of that are happening all over major metro areas where people want to live. It’s difficult, it’s onerous to get new projects built. And so builders, they’re going for what makes sense financially and what makes sense is going for the higher price point, making a bigger house rather than making those small ranches, you imagine from the 1970s, which would be a good starter home for somebody.

Dave:
Yeah, I see solutions coming up, at least ones that seem more credible or are actually getting enacted on a local level or even on a state level. And some of those things can work. I mean, the parking thing is totally true. There’s these crazy ratios that you have to form, and it is total digression here, but there’s all this data that shows that adding parking doesn’t actually increase the availability of parking.

Rukmini:
I see.

Dave:
That’s interesting. Yeah, there’s this thing called in economics called induced demand where it’s kind of like if you build it, they will come. If you build more parking, more people will buy cars. And so it doesn’t actually help. Same thing why a widening a freeway doesn’t work because it just gets more people to drive. So anyway, that’s a whole other topic. It’s time for a break, and afterward we’ll have more of my conversation with Rini Kalama from the New York Times. Welcome back to Bigger News with Rini Kalama. You alluded to before that the federal government might step in, and I was curious, are there proposals, because we’ve heard some things from the presidential campaigns, but I was just curious from less of a political standpoint, when you’re talking to these economists, does anyone have ideas that could work on a national level?

Rukmini:
I mean, I don’t know if these will work or not, but what I’m hearing from economists is that what happens is you have all of these valorous recommendations from reducing zoning around transit to building more, et cetera, and then what happens is that they get clogged down at the level of the q and a session at open mic fight in some little zip code somewhere, and that’s where it gets killed, right?

Dave:
It’s the nimbyism, right? Yeah.

Rukmini:
And it’s been watching some of these public comments for a different story that I’m working on, and it’s so funny how many people stand up at the open mic and begin. I am not against affordable housing. This list of things they’re not against, but they just don’t want another building, another development, anything in their backyard. Nobody wants anything to be built anywhere where they live. And so some of the economists that I’ve been speaking to, including at Freddie Mac, et cetera, are saying that there may need to be a larger mandate where the state and the federal government steps in and goes, you know what? That’s it. This you have to build.
You’re seeing that in California where you have this emergency measure that’s going on, but even there, I was looking at this one affordable project in Southern California, and immediately the neighbors file a lawsuit claiming that it’s going to create more traffic, and then the lawsuit has to work its way through the legal system. By the way, it’s worked its way through the legal system. The price of the two by four has gone up, so the price of the project is no longer accurate. And anyway, it’s this endless loop where it seems that communities are just not able to solve it on their own own. But Dave, I’m actually curious to know what you think are some solutions still myself learning about this.

Dave:
I don’t have any sort of silver bullet, but I do think some of the common things that I’ve heard about are upzoning, which is increasing the density that is allowed for our listeners. A lot of what you hear, especially in big cities all over the country, so much of the physical land in area is zoned for just single family homes. And if you could just zone it for multifamily, people would build on that property. You also see in states, like I know in Washington state, but I think in Michigan and Colorado it’s getting popular, this idea that you could adding ADUs where you can build secondary units, but personally, I think that’s nice. It’s kind of a stop gap. The quantity of homes that need to be built not going to be fixed by a ds, right? So I think those types of things, and personally, this is a pie in the sky idea. So here’s my

Rukmini:
Proposal. I’d love to hear Jason pie in the

Dave:
Sky. Actually, I have two pie in the sky proposals for you. One is having municipalities make it easier to build modular and prefabricated homes. And technology has really improved a lot around prefab homes. They’re nice. It’s not old school kind of trailer looking homes. They could be really, really nice homes, but the permitting process is the same in most places for a prefab home that it is for a custom built home. Whereas why can’t, and I think there are examples of this. I think in Seattle, there’s some examples of this where the city will just say, we’re going to work with the manufacturer and pre-approve everything or deny, but whatever. We’re going to prepec all of these different plans, and then people could just build them. And I know it doesn’t sound like a lot, but permanent costs are very high. Interesting. And even more importantly, when you are planning to build something, if the permits take 3, 6, 9 months, which they can, those are holding costs. You’re paying your mortgage, you’re paying insurance, you’re paying taxes, that’s tens of thousands of dollars that gets added to the price of construction. And so that’s either going to get tacked onto the project or people are going to choose not to develop because it’s too expensive.

Rukmini:
Right. That’s so interesting, Dave. There was a recent study out of the Harvard Joint Center on housing a couple months ago, and I might be misquoting this data point, but if I remember it correctly, they said that 11% of municipalities around the country have only single family zoning. Only. What? Yes. So you’re thinking of the Westchester Counties, these very fancy bedroom communities outside of New York where that is the only type of housing that is allowed. You can’t even build an apartment building with nice condos. And I’m starting to look at the history of zoning to try to understand how we got here. This is just a little bit of homework I’ve done, but I was told that the very first zoning ordinance that was passed was actually in New York City at the turn of the century or so, and it involved a building complaining about the fact that another building was being built in front of it, so therefore blocking the view. Okay. So that’s one type of thing. You then fast forward some years, and then in the middle of the country, you had a big decision that ended up going to the Supreme Court, which involved the separation of areas. So this is an area where people reside, and this is an area where industry is done, factories, et cetera. Well, that seems to make sense, but from there, you have this proliferation of rules where you end up with communities that can only build

Dave:
Single

Rukmini:
Family homes on a one acre plot.

Dave:
On a one acre, you could have dozens of people living in one acre.

Rukmini:
That’s right.

Dave:
You could have hundreds of people living in one acre if you were serious about affordable housing.

Rukmini:
So among the interesting things I’ve been reading about, so on ADUs, I’ll give my community here another bedroom community of Manhattan, an A DU ordinance was passed. Great. So you can build ADUs, but they didn’t change the parking rules. And so for example, in my house, I have a driveway, both my husband and I drive to work. We have two cars and there’s no room for a third car. So I can build an A DU allegedly on my lot. I have a deep lot, but then where’s that person going to park? They’re going to Uber everywhere, right?

Dave:
Yeah.

Rukmini:
I mean, it hasn’t been thought through,

Dave:
Right? Yeah. I think that’s a good example though. We hear that those types of things all the time where the intention is good, but the practicality either for the homeowner or from who I talk to developers, it just becomes impractical. It’s like these rules and the layers of bureaucracy, it just makes it, the risk reward profile for real estate developers is really tough in these types of market. It is so risky, and there’s so many hurdles to go through. A lot of people are just saying it’s not worth it, and I don’t blame.

Rukmini:
Yeah. Another interesting example, I think in Austin where they’re doing something called, they call it a B units. So imagine a house and then something that looks like an in-law or an A DU, but the two houses they basically created zigzag down the middle of the property and they create two deeds. So you’re literally, it’s not just that one is kind of grandfathered into the other is that you have two deeds with two water meters, two addresses, and they’re allowing that kind of subdivision. This is to your point of upzoning, where you’re allowing the actual lot to be cleaved into and creating basically something smaller out of it. This is for Buttonin in so many communities because you’re really creating density there, but they’re allowing it in Austin. And some real estate agents there told me that this seems to be helping in terms of creating a little bit more supply than before.

Dave:
And for everyone listening, a lot of our audience is real estate investors. And just to be candid, real estate investors often benefit from a lack of supply because if you’re an existing investor who owns a lot of property that pushes and there’s a lack of supply and excess demand, it pushes up prices and that can help investors, but at least my personal belief is the best thing for investors and homeowners is to get back to a state where we have a predictable housing market where
Prices go up at three or 4% a year. That’s what it was for most of American history and what investing in real estate was still good then. And that was a period where people could choose housing, they could afford a home if they wanted to, they could afford rent, and it made the whole economy go better. We had more transaction volume. And I think that part is really important for our audience to remember is that we’re sitting right now, even if prices are going up a little bit at half the normal transaction volume, and that hurts the entire industry and it hurts the broader American economy. And so I think that’s why it’s so important to figure out long-term solution to this where we get reliable, affordable housing back into the American housing market.

Rukmini:
Yes, and on the very flip side of this, what’s happening with homelessness is just, it is actually quite shocking. Some months ago, I did a story about working Americans who are living in their cars. I discovered that there are now dozens of parking lots all over the country that have been set aside for what they call the mobile homeless. So basically somebody who’s homeless, but who still has a car. So there’s parking lots that are being set aside, a community college in Santa Clara, California for homeless students. These are students. The dean was telling me that some of these students are straight A students, they just don’t have anywhere to live.

Dave:
It’s terrible.

Rukmini:
Yeah, it’s really kind of shocking, especially to me as somebody who is an immigrant. We came here because America is the dream, and it’s a little bit striking how bad things have gotten, and it’s not happening as badly in other places,

Dave:
Like in other states or in other

Rukmini:
Countries. In other countries. In my native Romania where a doctor in a village can make a salary of $500 a month, it’s a very low income place. You don’t see homelessness.

Dave:
You don’t.

Rukmini:
So what has gone wrong here that we’re ending up with so many people in these real dire straits and then just a notch above and a notch above middle income, middle class people that are so cost burdened as a result of their shelter.

Dave:
Yeah, it’s clearly a real problem, and hopefully we can start working on some long-term solutions here because unfortunately, at least my belief is a lot of the things that are being proposed are like maybe it’ll help in the short run, but it’s basic economics. You just need more supply. That’s the answer. Everyone agrees both sides of the aisle, everyone agrees, more supply, more

Rukmini:
Supply. It’s just nobody wants it facing their house. And so at that point, it becomes for the greater good, and it seems like a greater force needs to step in and make it happen.

Dave:
All right. Time for a quick break. Stick with us. Thanks for staying with us. We’re back with more from Brooke. Meaty. Do you want to hear my last hair brain idea for how to improve supply?

Rukmini:
I’d love to, yes. And I’m still a student of the speed, so I’m actually interested in learning about it.

Dave:
So there’s not a real suggestion in here. It’s just sort of a rant. But I gave this rant on our sister podcast on the market the other day, but here’s the fundamental problem with housing supply is that construction has fundamentally not changed for literally centuries. If you went back in time and looked at someone building a house in the 17 hundreds, there’d be a guy up on a ladder hammering wood with

Rukmini:
Nails

Dave:
Putting on a roof. And it’s the same thing today. I don’t know how you fix it. I don’t know how you have robots or whatever, but someone needs to solve this problem. And I am half joking, but I also think there are examples of this that have worked in the United States. The government passed a bipartisan, yes, it’s possible bill to bring chip manufacturing to the United States because it’s an important national priority. We fund research on construction technology the same way the Trump administration put together operation warp speed, and they were able to accelerate a vaccine. Why can’t we, if this is a national crisis and it seems like everyone agrees to it, how do we invest in technology that’s going to make this better for the future and create an American advantage in our economy? If the American economy can come up with the solution, it’s going to be incredible for the economy, for generations to come. I have no idea how to do this, but that’s my rant about it.

Rukmini:
It’s a good rant. But what I would point out is that I get press releases, and I’ve spoken to various experts who have sent me to the websites and to speak to people who are doing really innovative things. The modular construction that you mentioned, a colleague of mine is just now reporting on 3D printers where entire houses are being made with 3D printers. I think the technology is actually there. The problems, they don’t have anywhere to put it, right? You go back to, you have to have a piece of land to put this down on, and that’s where suddenly the entire system gets fried, program permits, regulations, parking, streaming, neighbors, open mic night, and then nobody wants to get involved, and then another project falls apart.

Dave:
Yes. I also, I love how you call community meetings, open mic night. I’m going to start calling it that. That’s a great way to term it. But I’ve actually, on our other podcasts, I interviewed a 3D printing company, and it’s super cool. The technology’s pretty amazing and it’s still emerging, but even the early signs are pretty incredible. But they were describing the same thing, that to get a 3D printer in an urban infill lot, which for everyone just means if you bought a random plot in the middle of a city, it’s super expensive. What you need is tracked sort of the way big developers, big subdivisions, but those require huge investments. Those are nationally, publicly traded company that can buy 10 acres and sit on it for 15 years. Startups can’t do that. So it’ll be interesting. Maybe these toll brothers, these types of huge companies start buying up these technologies. I don’t know. But they were also saying a lot of the places where they’re permitted to build are places that no one wants to live. So I’m hoping that will change, but there are encouraging things. But yeah, let’s just, I don’t know. Someone needs to spend a lot of time on this, and it feels like within a few years we could really have a better construction industry. But maybe I’m just overly optimistic about this.

Rukmini:
An economist pointed out to me that the most iconic neighborhoods in America think of the village in Manhattan. Think of Chinatown and San Francisco. Just think of the most beautiful places in America in terms of neighborhoods. The French border in New Orleans, they’re all dense. It’s people living on top of each other, and yet in the regulation landscape that we’ve ended up in, it’s very, very hard to build anything like that anywhere in America anymore. So I really do think there’s a regulation arm, a zoning arm of this that has become unhelpful, that has become a source of problems as opposed to a source of solutions.

Dave:
Yeah, that’s definitely true. There needs to be some reduction of bureaucracy and red tape to make this happen.

Rukmini:
You’re seeing it with the lack of the ability to have workers in a lot of, think of all of the resorts in America. I’ve seen stories here and there about in the beach communities near New York, in Florida, the workers can’t live there, and therefore they’re having a hard time staffing the coffee shop, changing the linens. Basically, if you’re not able to have multiple income levels live together, then you end up in a situation where the system can’t run at all.

Dave:
Yeah. It’s not a sustainable economy.

Rukmini:
Yeah.

Dave:
Yeah. I mean, I just noticed, I used to live in Denver and I ski a lot, and you see that in ski towns too. People who work at the resorts and who they are, the heart of that economy. If you don’t have people working at the ski resort, you don’t have that town and they can’t afford to live there.

Rukmini:
If you don’t have this ski instructor in Aspen, it’s no fun to go to Aspen.

Dave:
Right, exactly. So I know that there’s a couple of ski resorts that are building workforce housing, which I think is an interesting idea. I don’t know enough about it, but they’re building units that they rent to their employees at a subsidized pretty cheap rate. So I think it was a test. It was just like 60 units, which is not nothing, but I assume these resorts have hundreds of employees.

Rukmini:
One real estate source told me that in Arizona, in the Sedona area, that the hotel chains, the Hyatts, the Hiltons, those guys that they were getting involved in lobbying for affordable housing because they can’t change the linens in their hotels if their workers can’t live nearby.

Dave:
Yeah. Well, I mean hopefully that continues for whatever their motivations, but when big businesses like that start lobbying, maybe people will start.

Rukmini:
Right.

Dave:
Well, Ricki, thank you so much for joining us today. Is there anything else from your reporting and research that you think our audience should know?

Rukmini:
I think we’ve covered it. Dave, thank you so much for having me on.

Dave:
Well, thank you to Ricki. We’ll put her contact information and links to all of her reporting below, and thank you all so much for listening. We appreciate you, and we’ll see you soon for another episode of the BiggerPockets podcast.

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In This Episode We Cover:

  • Housing inventory update and the “golden handcuffs” keeping housing constrained
  • Why homebuyers are stuck and the magic interest rate that could unlock demand
  • The root of our housing problems and what we must do NOW to fix it
  • Growing homelessness (even among working adults) and why housing costs have gotten too high
  • Modular home building and how this new type of construction could change the housing market forever
  • And So Much More!

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Is Investing in Hotels a Better Move Than Scaling Short-Term Rentals?

Pre-pandemic, short-term rentals (STRs) seemed to answer burned-out landlords’ prayers. Guests paid their money upfront, eliminating the need to evict, and homeowners could use their personal residences to earn extra income should they wish to travel or rent out individual rooms. 

The hotel industry quaked and pressured cities to introduce restrictions. However, STR fever was rampant. Soon, entire apartment buildings were dedicated to the vacation rental phenomenon. Everyone with a granny flat, RV, and spare room seemed to be competing for STR dollars. Would it last? Were hotels over?

Inevitably, some markets became saturated, and the narrative about short-term rentals changed amongst investors. Post-pandemic, the number of vacation homes in the U.S. increased by 23.3% from October 2021-2022. That spring, at the height of the STR booking season, 80,000-88,000 new short-term rentals were added to the market monthly.

Bookings dropped, and landlords fretted. Hoteliers breathed a sigh of relief. 

After a shaky couple of years due in part to the economic downturn, the short-term rental business is expected to grow at a stable pace. Equally, the hotel business in the U.S. is predicted to exhibit an annual growth of 3.8% (CAGR 2024-2029), with a projected market volume of $133.3 billion by 2029. 

So, which makes a better investment for investors looking to scale their hospitality business? Hotels or STRs? 

Short-Term Rentals

As an active STR owner and landlord, I have found that the pros and cons of owning a short-term rental business are well-defined.

Pros

  • Tenants pay upfront 
  • Potential to generate more revenue than long-term rentals
  • Offer owners flexibility to rent properties when they want
  • Allows owners to scale at their own pace
  • Allows a diverse type of buildings to be used as rentals
  • Popular destinations enjoy high-traffic

Cons

  • Labor-intensive management
  • At the whim of STR algorithms for market visibility
  • Bad reviews can hurt your business
  • Potential for guests to cause damage/use the property for parties
  • Difficult to scale when using residential neighboring comps for appraisals
  • Outlawed in some cities

While the short-term rental space has benefited from property owners using high-end homes as vacation rentals, scaling with smaller units is more difficult. Using apartment buildings is harder due to increased restrictions. Buying small multifamily or single-family homes one after another takes time, and competition is tough. Still, STRs and hotels do well nationally within their catchment areas.

“We’ve seen the strongest demand in small and midsize cities, coastal and mountain locations, and areas outside of major urban centers,” Jamie Lane, senior vice president of analytics and chief economist at AirDNA, a market research firm that specializes in short-term rentals, told the New York Times of the STR market. “Hotel supply is primarily in larger urban centers or along interstates.” 

A Hotel Investing Case Study: Sathiyan Kadhiwala 

Sathiyan Kadhiwala came to the U.S. from India in 1995 and started working at his uncle’s Super 8 hotel in Allentown, Pennsylvania. He swept the car park, cleaned rooms, and eventually graduated to the front desk.

“One of the first things my uncle told me was that apart from customer service, the three most important things for guests were a clean bathroom, a working TV, and a comfortable bed,” Kadhiwala told BiggerPockets. 

Kadhiwala continued to work within his family’s business, investing with his brother, living frugally, and saving money. After being turned down by banks because of his lack of assets and cash, he saved $750,000 over 20 years, which he used as a down payment on a $5 million Hampton Inn Hotel in Clarion, Pennsylvania, in 2017, about 90 minutes outside Pittsburgh.

Kadhiwala said:

“The first thing I did was add lights to the exterior, particularly the parking lot. The next thing we did was a huge business outreach to attract customers, offering incentives. 

As with any business, cash flow is the key. The advantage of a hotel is, firstly, you have a brand name that many people trust. Beyond that, the profitability of your business depends on payroll, property taxes, and insurance. If you can minimize these costs and increase visitors, you are in a good position. Unlike a short-term rental, which is mostly a small building, a hotel is appraised on its cash flow, not the neighboring buildings.”

Kadhiwala has scaled his business over the last seven years using SBA financing. Today, he owns 10 hotels comprising four Holiday Inns, two Hampton Inns, one Super 8, one Ramada, an Econo Lodge, and a Motel 6. 

For ease of calculation, assume each hotel had 100 rooms (most of his hotels have 80 rooms). He gave me these numbers: 

“With economy hotels such as Super 8 or Days Inn, if purchased at $6 million-$6.5 million, you can expect to generate $1.5 million in annual revenue and $500,000 in cash flow. For Hampton Inns and Holiday Inns, purchased at $10 million+, the cash flow on a 100-room hotel is around $900,000/year. Obviously, that is very dependent on the location.”

Kadhiwala prefers more rural locations in Pennsylvania for his hotels to mitigate the expenses. 

The consensus on running a hotel is that it’s extremely labor intensive and far from the passive income model most investors prefer. Kadhiwala agrees, saying that he and his wife put in years of working 140-hour weeks to build their business. “My money was the time I put into the business,” he says. Me and my wife lived in a one-room apartment and saved our cash.”

Now, they outsource much of the day-to-day running to trusted third-party management teams and are looking to flip some of their hotels and diversify to more passive-type businesses such as gas stations. 

“The management teams have staff from their country—it’s often Egyptian or Indian, and they use the local community from that area,”  Kadhiwala explained. “They charge an $8/10 per-room fee, so they have an incentive to make the hotel as profitable as possible.” 

Hotels Are Changing to Replicate Short-Term Rentals

Many travelers have grown accustomed to the freedom and space that short-term rentals offer and have veered away from hotels entirely.

“Hotels have taken a page from the short-term rental playbook and said, ‘We want our restaurants open to the public, and we want rooms not to be beige boxes,’” Jan Freitag, national director for hospitality analytics at CoStar, told the New York Times. “On the amenities side, the room that used to be a place to crash now has to serve as an office.” 

Extended-stay hotels are the middle ground between a short-term rental and a hotel, featuring kitchenettes and expanded living spaces. Larger hotel chains have taken notice, with new brands expected to debut this year, including MidX Studios from Marriott, LivSmart Studios by Hilton, and Hyatt Studios. Onefinestay.com rents high-end homes and apartments with concierge service and was acquired by Accor Hotels in 2016. 

However, short-term rentals can be hit or miss. Despite online reviews, you can never be entirely sure what you’ll get, so many travelers prefer to eliminate the uncertainty, remaining loyal to trusted hotel brands.

Final Thoughts

There is no easy money in real estate. Passive income is largely a myth, especially while scaling a portfolio by leveraging. Take your eye off the ball, and things can quickly go south, especially in short-term rentals and hotel hospitality spaces, even with decent property managers. 

However, the less debt you take on, the more cash flow you will have, making you less stressed when problems arise. Kadhiwala and his wife put in the hard yards building their hotel businesses to a point where they can look at a future where they can transition to more passive sources of income while still keeping an eye on their core hospitality business. 

Invest to suit your risk tolerance, financial means, and appetite. Buying hotels requires deep pockets, either saved from years of working and living frugally like Kadhiwala or syndicated with other investors. Short-term rentals generally take less investment but generate less cash flow and equity.

If you’re looking to scale, examine the pros and cons of both, along with your borrowing ability and comfort level. Some investors prefer not to partner with others, in which case smaller short-term rentals could be a better investment. Hotels, however, generate more cash, equity, and the ability to exit quickly with greater profits due to increased cash flow—provided you know what you’re doing.

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