After years being out of production, Troy Palmquist is going back to sales, and he’s betting big on this platform to help him maintain consistent, smart communication with his sphere.
Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.
After years in brokerage leadership and consultancy, I’m getting back into production. I’m a big believer in the pendulum swings of the real estate market, and after the past couple of tight years, I believe that the time is now to focus on the untapped potential in the current and upcoming landscape.
Getting back into the day-to-day means focusing on what drives relationships and revenue rather than chasingshiny objects. That starts with consistent, smart communication with my sphere of influence.
It means rebuilding my pipeline, my brand and my audience. The first move? A smarter, sharper newsletter that’s not just a listing showcase, but a real channel for value-added content that educates and nurtures new leads. After testing a few tools, I landed on Constant Contact, which offers terrific tools for real estate pros.
You’re not just sending emails. You’re building a brand
If your current email blast only goes out on holidays or when you have a new listing, you’re doing yourself and your database a disservice. A newsletter is for building a voice, delivering value and staying top-of-mind, even if the folks in your sphere aren’t currently in the market for a new home.
If your only touchpoint is “just listed,” you’re missing out on the long game. And playing that long game is what keeps you top of mind on the day that someone has a question about their market or their home’s value.
Newsletters work even when you have nothing to sell
A newsletter shouldn’t be an extended advertisement for you or your listings. It can and should include:
Market insights
Homeowner tips
Community events
Real stories and case studies
Reviews and testimonials
It offers you the opportunity to display your expertise and to drive traffic to your website, blog, YouTube, social channels and other digital platforms.
Not sure what to write about? Consider the following:
Explain the meaning of (don’t just list) the latest market data
Answer the questions you hear clients and colleagues discussing right now
Give a heads-up on new development projects in your market
Talk about changes to zoning regulations in your area
Provide tips on DIY home improvement and maintenance
Spotlight local luxury or historic properties
Share photos from a recent community service or volunteer event
The point is to give your mailing list a chance to get to know you, while they get to know more about your local market.
Forget basic blasts. Be strategic
Working with a platform like Constant Contact gives real estate agents the chance to see what’s working and what isn’t in their newsletter planning. Three of my favorite features include:
A/B testing that lets me experiment and optimize my email campaigns based on real engagement
Auto-resizing that helps me repurpose one piece of content for use across a variety of platforms
Templates that are already dialed in and optimized for real estate, cutting out the guesswork
For brokerages and teams, there’s flexibility and scalability, whether you’re a solo agent or collaborating with a 50-agent team. Enterprise-quality tools help organizations centralize branding, content and insights without slowing down production.
As a broker, I’ve always worked with content and design specialists to provide marketing collateral to my agents for email blasts and outreach, but my input ended with the content itself. It was up to the individual agent to format it and send it out in a timely manner.
With the scalability of Constant Contact’s platform, team leads and brokers have an enhanced ability to collaborate and ensure that the content it’s providing is optimally distributed — ensuring their branding is consistent.
Look for a do-it-all tool
If you’ve been cobbling together generic tools, a powerful and flexible newsletter platform like Constant Contact is going to be a game-changer for you. It’s like having a marketing department overseeing the look and function of your newsletter because many of its templates and tools have already been optimized for use by real estate industry professionals.
It offers free education so that you and your team can learn more about multichannel marketing, generating leads with email and even content creation that utilizes AI. It was the winner of Inman’s 2024 Best Use of AI in Marketing Award, so it lives on the cutting edge of this technology, and you can trust that it has made it easy for real estate pros to use.
I’m really excited to use Constant Contact to develop consistency in my newsletter routine, amplify my content to followers on social media and generally get more done with less effort.
Here are some of the ways I’ll be planning ahead for each edition of my newsletter:
Instead of sitting down and trying to come up with a month’s worth of content, I’ll be gathering stories, stats, videos and other shareable content every day and putting it in a dedicated folder for later reference.
I’m not forcing myself to write every Thursday at 4 p.m. I’m prioritizing the newsletter when I’m in the zone and have something compelling to share, possibly even doing some batch writing for multiple editions.
I’m going to use Constant Contact’s AI tools to iterate on ideas for new content and email design, and I think I will learn a lot about the best times to send my newsletter. Nobody likes a guessing game, and Constant Contact will solve that problem for me.
I’ll be working from one of Constant Contact’s professionally designed email templates so each newsletter looks consistent and follows a familiar pattern. That predictability is good for engagement.
I’ll repurpose what’s working on other channels, like social posts or videos that get great engagement. That way, I’m not always reinventing the wheel.
I’ll invite engagement with a clear call to action for each edition — schedule a consultation, download a guide, RSVP to an event — so readers know what to do next and how to reach out.
I might also experiment with automated reminders and SMS messages — both of which are great touchpoints for new clients and repeat buyers who want to make sure they don’t miss one of my updates.
Whether you’re rethinking your current business model, rebooting after a slow season or just getting started in real estate, I want to hear about your experiences as well. What are you doing to get in front of your SOI now? What’s working and what’s not? What’s keeping you from creating the content you need to engage with your audience? Drop a comment below.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
Troy Palmquist offers insight to help you focus on what really matters for the future of your business, along with proven tools that get results.
Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with 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!
One of the hardest lessons I’ve had to learn in this business — and relearn, frankly — is that shiny objects don’t close deals. Discipline does.
As a former broker-owner, I’ve seen the cycle too many times: Agents chase the next tool, the next platform, the next “can’t-miss” lead source, only to find themselves back at square one looking for another “new” solution. I’ve been guilty of it myself.
The reality is, you don’t need more leads. What you need is to do more, to do better with the leads you already have.
Stay top-of-mind with your sphere of influence
That means focusing on your sphere of influence. Really working it — not just sending a holiday postcard and calling it a strategy. I’m talking about consistent, meaningful engagement — the kind that builds trust and turns relationships into transactions.
Dustin Brohm said something recently on his Massive Agent podcast that stuck with me: “Scaling comes from repeat actions, not randomness.”Randomness is chasing every new hack that pops up in your feed. Repetition is refining the proven playbook until it runs like clockwork.
And that’s where discipline comes in.
Tom Ferry nailed it on a recent Monday Morning Motivation. “Discipline is prioritizing the needs of your future self,” he said. Read that again. It’s not about doing what feels urgent now. It’s about doing what actually moves the needle long-term.
Your future self doesn’t need another $99 per month software subscription. Your future self needs systems, follow-up, relationships, better messaging, and consistent outreach to people who already know, like and trust you.
Improve the value of the content you provide
One tool that’s helped me stay consistent when I hit a creative block is Listing Leads — the scripts, the templates, the way it’s built to plug right into what you’re already doing. I’ve used it, and I’ve seen it work.
Garry Eberhardt, a friend and former agent of mine, recently landed a $1.3 million listing in the Channel Islands Harbor in Oxnard using a Scout campaign and a simple Listing Leads email script. The framework gave him just enough of a nudge to deliver a message that resonated.
He wasn’t doing anything drastically new; he just improved the delivery.
That’s the key. You don’t always need to reinvent the wheel. You just need to say the right thing to the right people in a way that gets heard.
Why everyone, from agents to brokerages, needs a content plan
Brokerages often struggle with this, too — creating content that serves both buyers and sellers, that fits the market and the moment, and that agents can actually use.
At both of my brokerages, I made it a priority to give my agents something valuable they could send each month — a smart, timely email for their SOI. I’d also include market data from Altos Research because it gave real insight, not just fluff.
But doing that at scale, every single time, for every market segment? It’s tough, which is why discipline matters even more. Not every outreach needs to be perfect. It just needs to be consistent. When you stay visible, you stay valuable.
“Lead gen has gotten out of control,” Jimmy Mackin said recently. “You shouldn’t have to become a full-time marketer just to stay in business.”
Here are his three tips for building a predictable business without having to invest in an overengineered lead-gen “system”:
Show up to your database consistently. That can be in the form of a regular email newsletter, videos, blogs or other core content offerings that add value and educate members of your sphere of influence, including past clients, referral sources, colleagues, friends and family.
Use social media to stay visible and valuable. Distribute that core content through consistent posting, engaging with commenters and direct messages. Starting from scratch or rebooting your social media? Commit to just one platform, then build your presence over time.
Have marketing that runs even when you’re busy closing. An updated and robust online presence works for you 24/7, warming up cold leads. Properly search engine optimized, it will generate leads on your behalf without the 30 percent to 40 percent fees charged by referral networks and portals.
So no, you don’t need another lead source. You need better follow-through. You need to make the most of the people already in your world.
Future you is counting on today you. So get busy.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with 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!
I recently spoke at Inman On Tour Nashville, where one idea stood out: There’s still room to grow. Even in a market where many are tightening the reins, growth is not only possible — it’s necessary for brokerages with the right infrastructure, strategy and leadership.
But here’s the truth: Opening a new office isn’t just a play for more square footage or market share. It’s a test of your systems, your people and your purpose.
In Nashville, I met David Hoffman, CEO of David Hoffman Realty, an award-winning Charlotte, North Carolina, indie. I followed up with him after the event and direct messaged him on Instagram when he shared info about the opening of his new office.
Subsequently, I reached out and asked what insights Hoffman had gleaned from his recent office expansion, including how he chose the location. His first office is south of Uptown Charlotte, which means that potential clients and agents on the north side don’t always reach out. The new office is the “same distance north of Uptown Charlotte as our current office is south,” he said.
“We already had a few experienced agents who were making the long drive down south, and wasting a lot of time and money, as well as agents who have wanted to be a part of our firm, but couldn’t afford the time to commute each way, as well as the long distance for attending meetings and attracting clients.”
Hoffman’s search put them in the center of the Lake Norman area. “It was a combination of location, location, location, as well as comfort and efficiency,” Hoffman said. “The town of Cornelius is in the epicenter of the Lake Norman region, so buyers and sellers look at agents in that area as capable of serving the entire region.”
7 questions to ask yourself before you grow
If you’re thinking about expanding into a new market or into another area of your existing market, Hoffman suggests you ask yourself these seven questions first:
1. What is your 3-year plan?
“We believe in ‘three minutes and three years,’” Hoffman said, “meaning that we are present in real time, but also making decisions that will help us get to where we want to be in three years,” which, in this case, included being in the Lake Norman area of his market.
“Fast-forward three years to know your personal and professional targets and goals,” Hoffman said. This will help you grow into a space that can support you and your team for the foreseeable future.
2. Is your hub built to handle more?
If your core operation is barely managing its current volume, adding more will only multiply the cracks. Before expanding, Hoffman said, take a hard look at your systems, including transaction flow, client service, compliance process, training and onboarding, and tech stack. Can they withstand a decentralized leadership structure?
Can your team take on more clients, staff and agents without sacrificing service or speed? If not, fix the foundation before adding more floors.
3. Do you have the leadership bandwidth?
Expansion isn’t just a logistical move — it’s an entire focus shift for your leadership, Hoffman said. You can’t be in two (or 10) places at once, so is your leadership team structured to support multiple locations? Is your time stretched too thin already?
If your current operation still requires your constant, personal oversight, it’s not time to scale. You need operational maturity before you can duplicate.
4. Are you financially ready?
This is where the rubber meets the road: Opening a new office means upfront capital for space, buildout, tech, talent and marketing, and enough cash flow to keep it running until it’s self-sustaining.
If your reserves can’t support six to 12 months of operating costs for a new location, hold off. Growth should be a strategic investment, not a financial risk that ends up sinking the ship altogether.
5. Do you understand the legal landscape?
State and municipal laws can shift dramatically between ZIP codes. If you’re expanding, you need a working knowledge of local compliance requirements, like adding managing brokers, updating MLS member roles, adjusting marketing disclaimers and adhering to jurisdiction-specific advertising rules, Hoffman said.
Overlooking these items can cost you more than just money — it can damage your credibility and result in reputational risk.
6. Is your team aligned with the vision?
Your people are your brand. If your current agents and staff don’t buy into your vision for growth, the cracks will show in the form of recruiting and retention struggles. Expansion works best when your team feels like they’re part of something they’re building, not something being built around them, or worse, in spite of them.
“Ensure that your current agents and staff are fully behind the vision of growth, and not only support it, but that they are a part of the integration,” Hoffman said. Communicate not just the “where” but also the “why” early on. Bring your people into the process, and provide opportunities that let them lead, too.
7. Is your brand and messaging consistent and scalable?
A disjointed brand confuses everyone. From the new office signage to your digital footprint to how your agents talk about the company, your message needs to be sharp and consistent, both internally and externally.
Internal communication matters just as much, Hoffman said. If your agents don’t understand how the expansion fits into the bigger picture and sell that vision in conversations with current clients and colleagues, neither will the market.
Scale is a multiplier of both strengths and weaknesses
Growth doesn’t fix what’s broken in your business. It amplifies it. But if you’re already strong at the core — operationally, financially, culturally — then expansion becomes more than a possibility. It becomes a smart, strategic step forward for your real estate brokerage.
Done right, adding a new location isn’t just about growing your footprint. It’s about deepening your value, extending your reach and creating a brokerage that’s built to last.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with 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!
One of the most lasting impacts of the pandemic-era real estate market has been the rise in home values across the market spectrum — in-town, rural and suburban areas, along with traditional luxury enclaves. It’s led to the question in many quarters: What constitutes a luxury home in today’s landscape?
With median home prices still on the rise at more than $400,000, a lot of agents are suddenly showing what used to be relatively mid-level homes that are now sitting north of $1 million. That means they can, in many cases, expect a commission of at least $30,000. Yet, they’re still showing those million-dollar homes the same way they’d show a $300,000 starter home back in the day — sign in the yard and lockbox on the doorknob.
I recently saw a great video from Las Vegas brokers Jon Gafford and Gavin Ernstone where they talked about this issue. Agents in their area are putting homes on the market for more than a million dollars and telling the buyer’s agent, “Just turn on the lights when you get there and lock up when you leave.”
If you’re making $30,000 on one sale, you can afford to show up and make sure that listing is showing at its best. You can afford to turn on the water feature and make sure the home is ready for prime time.
High-net-worth clients are not touring properties on their lunch break — they’re investing in a lifestyle. These buyers expect a curated, guided experience — not an agent fumbling for a key in a lockbox or skipping the tour entirely when the house is a mess.
Ready to elevate your luxury showings?
If you’re going to list a million-dollar property, you need to show up like it, literally and figuratively. Luxury real estate isn’t about unlocking a door — it’s about unlocking a feeling, a vision, a lifestyle.
Here’s how to step up and deliver:
Be present
Being present starts before the showing. If you don’t know the buyer agent well, reach out and connect with them. This gives you an opportunity to build rapport and to find out more about the buyer so that you can tailor the showing to their needs.
Unless the seller explicitly requests it, do not use a lockbox on a luxury property. Show up and conduct a personal walkthrough, which gives you a chance to control the narrative and manage the energy. None of that can happen if you’re not there.
If you absolutely cannot be onsite for a showing due to a pre-planned scheduling conflict, make sure that a trusted member of your staff or team is there and that they’re fully prepared to step up in your absence and show that property the same way you would.
Know the property
Know the square footage, materials, upgrades, systems and story of the home cold. Be ready to speak to its architecture, craftsmanship, neighborhood, comps and design details without glancing at a sheet.
If the home has an interesting story (like celebrity owners, a notable architect or a restoration story), lead with that. Emotional hooks sell and make the potential buyer feel more connected to the property and its history.
Stage for maximum impact
Talk to the sellers about the home’s condition at the beginning of the listing process, and make sure that you’ve conducted a thorough walkthrough to take note of any obvious repair items or areas of deferred maintenance. If the home is being sold for top dollar, its condition must reflect that.
Arrive early, and make sure that the home is ready to show. If there are pets in the home, ensure that they are secured in an area of the house that has been designated for that purpose. (If possible, ask the sellers to consider boarding pets temporarily during the showing process.)
Treat every showing like an event by setting the temperature and lighting before the buyer arrives. Highlight the home’s features when possible. For example, if the home has a great whole-house sound system, cue up a curated playlist that fits the home’s style.
Subtle scents like fresh flowers or luxury candles can create an elevated mood and show that the home is being taken care of properly. Stale or stinky air is an immediate turnoff, no matter what price point you’re working with.
Create a sense of occasion
Offer refreshments or small touches that elevate the moment: bottled water, espresso, luxury brochures. Treat potential buyers as guests in the home, and make sure they are comfortable.
Offer space when needed, but don’t disappear completely. Be available to re-engage as the tour progresses while still offering privacy for the buyer to consult with their agent.
Tailor the experience
Know who’s coming to see the house, and prepare accordingly. Your talking points and pace will vary depending on the buyer profile, and the language you speak will differ for a developer, a young couple or an experienced second-home buyer from out of state.
Anticipate questions the buyer will have, and answer them before they ask. Make notes of any additional information requested so that you can research it and follow up promptly.
Follow up like a pro
Within 12 hours, send a personalized follow-up. This is not a time for boilerplate language: Reference something the buyer responded to emotionally to show that you were paying attention during the showing.
Include any supplemental information the buyer may have requested: floorplans, permits, potential for expansion, etc. Keep the door open for follow-up conversations as needed.
Lockboxes have their place — for backup access, contractor entries or buyer’s agents wishing to preview a home. But when they become the standard for million-dollar listings, you’re not marketing luxury — you’re phoning it in.
This isn’t about showboating. It’s about stewardship. Sellers are trusting you with their most valuable asset. Buyers are walking into one of the biggest decisions of their lives. You’re not just a door opener — you’re a professional representative with a fiduciary responsibility to do the best job possible for your client. Treat it like it matters, because it does.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
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