The best administrative assistants don’t just keep things running — they elevate the entire team’s performance, coach Verl Workman 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!
Stepping into the role of an admin on a real estate team can be both exciting and overwhelming. You are the backbone of the operation, ensuring transactions run smoothly. You need to understand the importance of transaction management, including automating processes, coordinating with clients, and ensuring all contract documents are tracked and managed systematically.
Your role is to ensure communication stays clear and everything stays organized. While agents focus on closing deals, your role is just as critical — keeping the team efficient, supporting clients and maintaining systems that ensure success.
Our philosophy is that if you do anything three times, you must have a system in place for it. Systems first; assistants running those systems second. Often, a great assistant can make the difference in an agent’s ability to double their production and profitability.
The number of systems you’ll be involved in can often seem overwhelming. However, just remember, the most important aspect of being a successful admin or client care coordinator is having the right attitude. Attitude is considered more important than aptitude, meaning that a positive attitude toward learning and growing will enhance your ability to perform the job effectively.
A great attitude, combined with characteristics such as being organized, detail-oriented, an excellent communicator and a team player, is essential for success in the role. Aim for progress rather than perfection.
Next to a great attitude is skills development. Many programs, systems and companies used in real estate offer amazing training and development programs that agents often never see.
As the superhero of systems and growth, if you master the tech, systems and tools your team uses, you will become invaluable. The era of spreadsheets and checklists is over, and it’s time to up our tech skills and adopt the incredible tech that is available to teams and brokerages today.
More than just support
The title “admin” might suggest a behind-the-scenes role, but your contributions directly impact the team’s success. “Superhero of systems” is a much better description for the role of a team support superstar. You manage transactions, coordinate communication and ensure deadlines are met. Whether it’s tracking contracts, keeping schedules organized or handling client interactions, your role is vital.
One of the best things you can do is understand the systems already in place. Many teams have established workflows, and your job is to optimize and maintain them rather than reinvent the wheel. Gain skills in evaluating and setting up the CRM system correctly, enabling agents to track and manage clients, leads and transactions efficiently.
Mastering organization, efficiency and deadlines
Real estate moves fast, and keeping up with multiple deals at different stages requires strong organizational skills. Learning how to prioritize and streamline your workflow makes all the difference. As previously stated, we believe that any task you perform three or more times should be systematized.
Real estate deadlines are non-negotiable. Missing an inspection contingency, loan approval or closing date can create significant issues.
To stay on track:
Use digital calendars to track key dates and set reminders
Follow checklists for each transaction to ensure no steps are overlooked
Keep files organized and easily accessible
Managing multiple tasks
Balancing multiple deals simultaneously requires a structured approach.
Try these methods:
Batch similar tasks together instead of switching between them constantly
Identify three top priorities each morning, and focus on those first
Utilize transaction management software to automate reminders and workflows
Building strong relationships
Your job isn’t just about processes — it’s about people. The better you communicate and collaborate, the smoother everything runs. This applies to both clients and agents.
Agents are focused on sales and client relationships, often relying on you for organization.
To best support them:
Learn each agent’s preferred communication style — some may like emails, others prefer quick calls
Anticipate their needs — if an agent struggles with deadlines, set up automated reminders
Encourage open communication and check in regularly to provide the support they need
Client interactions matter
While you may not be the face of the transaction, clients will interact with you throughout the process.
How you communicate can make a big difference:
Be professional and responsive when answering client questions
Keep clients informed about the status of their transactions
Maintain a calm and reassuring presence, especially when challenges arise
Your ability to anticipate what the leader needs and provide it separates you from the average. Review the week in advance to ensure nothing falls through the cracks
Leveraging AI and technology
Technology can make your job easier by automating manual tasks and enhancing efficiency.
Use AI-powered platforms to manage documents and deadlines
Set up workflows in tools to keep deals moving
Use AI email assistants to craft professional responses
Automate scheduling to reduce back-and-forth
Organizing data
A few quick tips:
Utilize CRM systems to track client interactions
Analyze lead flow and follow-up and provide feedback to the team leader on the performance of the team
Keep digital files structured in Google Drive or Dropbox for easy access
Overcoming challenges as a new admin
Every new admin faces challenges, but preparation can make the transition smoother.
Feeling overwhelmed? Break large tasks into smaller, manageable steps
Struggling with industry jargon? Study transaction flow and contracts, and ask questions when needed
Balancing multiple agents’ needs? Set clear priorities and boundaries to manage your workload effectively
Your role is invaluable. You are the superhero of our teams
As a real estate admin, you are the glue that holds the team together. Your ability to stay organized, proactive and efficient has a direct impact on the team’s success. By mastering organization, communication and technology, you can turn this role into a powerful career path with long-term growth opportunities.
The best admins don’t just keep things running — they elevate the entire team’s performance. Stay adaptable, take ownership of your role, and you’ll quickly become an indispensable part of your team’s success.
For team leaders, empower your superheroes to make the necessary changes and keep your systems running smoothly and growing. Most assistants succeed and fail as a result of the leader’s ability to let go, delegate and trust.
Verl Workman is founder and CEO of Workman Success Systems. Connect with him on LinkedIn or Instagram.
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!
Leads from YouTube may be the most overlooked opportunity in real estate today. Leads that come from an agent’s YouTube page have found the agent through specific searches, and they’ve gotten a feel for the agent through watching them on video.
Noah Escobar, servicing the 30A market in Northwest Florida, has generated over $16 million in sales directly from YouTube over the past 12 months, and his average time from the prospect first reaching out to him until they go under contract is only 17 days.
Escobar has built his business with YouTube as his foundational lead generation strategy, and in this article, I will break down the three main types of videos he utilizes to dominate the neighborhoods and areas he covers.
The process of success with search
Escobar focuses on new neighborhoods where there will be new construction homes for sale with three main videos to establish himself as the resource for this neighborhood.
The first video is an infrastructure video that provides an overview of the community as it is being developed. The second is a community overview video that comes as construction has begun for homes in the neighborhood. The third is listing tour videos of homes in the neighborhood.
Infrastructure videos
The infrastructure video comes early in the development process. Usually, once dirt is being moved and people begin wondering what is coming to the property, Escobar records and publishes these first-glimpse videos of what is to come.
The initial video often covers multiple developments, and he shares the details for each of these developments. Not only does he cover the details about what the development will be, but he also highlights how this new development will impact the home values of properties near the development.
These videos begin with an introduction used to capture the attention of the viewer by providing details about these developments that most viewers are unaware of. He starts each video with an on-camera introduction, then records a voiceover for the main content. This provides the videographer with the ability to layer in drone shots and additional B-roll footage of the neighborhood matching the script he has prepared.
The outro then provides a call to action for the viewer to reach out for additional information or to subscribe to his channel for the latest details about new developments for the areas he serves.
He will often follow up his initial video that covers multiple developments with a specific infrastructure update for the specific neighborhood. He also does infrastructure updates on new phases as they are being developed in the targeted subdivision as well.
By being the first person to provide details about these developments, Escobar positions himself as the neighborhood expert early in the development process. Because he is early, he also gains a jump start on the organic search rankings for the neighborhood on YouTube. This positions him at the top of the search for many of the neighborhoods he covers.
Escobar provided the following breakdown for the structure he uses for these infrastructure videos.
This is an example of an infrastructure video showcasing multiple developments and commercial infrastructure additions for an area:
This is an example of a specific phase update for a community:
Community videos
As mentioned before, Escobar is typically the first agent to post a video about a new subdivision, often positioning his videos at the top of searches for the new subdivision. The second step in dominating search for the community is to record and publish a series of community overview videos.
These videos highlight the amenities of the development, the characteristics that make this community unique and an overview of the homes available in the community. These community videos not only provide additional details for potential buyers, but they also showcase Escobar’s expertise in the neighborhood to the current homeowners and future prospective listings.
They also provide additional information to the algorithm that Escobar’s YouTube channel is a go-to resource for that neighborhood. While most agents stop after just one video about the neighborhood, the more videos he publishes about that particular neighborhood, the more the algorithm sees his channel as the best resource for people searching for details about that neighborhood.
This is the framework Escobar provided for the structure of his community videos.
This is an example of a community overview video:
This is another example of a community overview video for the WaterSound Origins community:
Listing tour videos
The third type of video Escobar utilizes is listing tour videos of homes in the neighborhood. These videos showcase Escobar’s listings, model homes and builder spec homes in the neighborhood. These videos are used not only to market and sell his listings, but also to showcase his marketing skills to other homeowners.
All of these are benefits to Escobar’s business, but these videos also continue to show the algorithm that he is the expert for this neighborhood, leading to his videos showing up at the top of the page for search terms in these neighborhoods.
This is the framework Escobar shared that he utilizes when creating his listing tour videos.
This is an example of a listing tour video for Escobar:
This is an example of another listing tour video with a builder in the targeted community:
By utilizing YouTube, Escobar eliminates one of the biggest issues many agents have, which is consistent lead generation. During my interview, he stated he had five leads come in one day last month, and two of them went under contract within three days of them first reaching out to him from a video they saw.
YouTube also solves the issue many agents have of not prospecting enough each day. Escobar’s average watch time each day last month was over 13 hours. This means his videos were being watched, and he was passively prospecting, on average 13 hours a day every day last month.
Finally, YouTube has accelerated his prospect nurturing process. While watching his videos, the prospects get to know him, and the videos actually nurture his prospects before he ever meets them or has them in a CRM.
This leads to the incredible average of only 17 days from the first time the clients reach out to him until they are under contract. That stat alone hopefully motivates you to take action on building a YouTube channel for your business.
Jimmy Burgess is a real estate agent and national team builder with Real Brokerage in northwest Florida, serving the 30A, Destin, and Panama City Beach markets. Connect with him on Instagram and LinkedIn.
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.
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.
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!
Buyers want to buy beautiful turnkey homes that they can move into and start living. Agents who understand this and can successfully guide potential sellers through the process will not only help their sellers score big but also enhance their prospects.
We have been preaching for some time now that the more a property is prepared for sale, the faster it will sell and the better the price and terms will be.
Historically, there have been three types of buyers:
Top-tier: Willing to pay a premium, this group seeks move-in-ready homes with all the desired amenities, including updated kitchens, bathrooms, windows, flooring and more.
Mid-tier: Looking for homes in their original condition, this group hopes to secure a decent price and then, by improving the property over time, build value through “sweat equity.”
Bottom-tier: This group includes contractors and flippers who seek distressed properties, typically paying cash and purchasing them “as-is.” The goal in this category has been to purchase at “wholesale” prices, typically not exceeding 60 percent to 70 percent of the retail value.
Over the past few years, we have seen a steady decline in interest in mid-tier properties. There are several reasons for this trend, particularly in higher-end markets such as Alameda County, California, where the current average price is $1,141,855.
With San Francisco Bay Area homes selling at astronomically high prices, buyers are already stretched to the limit to scrape up enough money for a down payment. In many cases, they have no resources to do significant upgrades after occupancy. Consequently, most are looking for move-in-ready homes.
Higher mortgage rates mean that many buyers have maxed out their monthly payments. There is simply no money left at the end of the month to fund upgrades.
The ever-increasing costs of labor and materials are pushing improvement projects out of reach for many homeowners who might want to perform upgrades after the close of escrow.
Today’s buyers have less knowledge about what it takes to upgrade a home. Whereas older generations might have been willing and able to put sweat equity into a home, on average, younger buyers are not the same.
The demographic makeup of regions such as the Bay Area’s Silicon Valley has undergone significant changes over the past few years, resulting in a predominance of cultures that lack experience with American construction techniques or local issues, including termites, wood-boring beetles and similar pests. Many potential buyers are highly averse to purchasing a home with any outstanding issues, as they have no idea what is involved in remedying any perceived problems.
Today’s morphing lifestyles — especially in the case of dual-income families with kids — translate to less available time to work on a home once they move in. Evenings are spent helping the children with their homework, and weekends are filled with soccer games, baseball, karate and other activities.
For flippers, the margins have shrunk dramatically as higher purchase prices for distressed properties and soaring improvement costs require significantly more capital, resulting in diminished returns upon resale.
As buyer patterns have changed, the mid-tier, which historically represented a significant percentage of buyers, has been steadily declining. Over the past few years, as buyers have been moving away from mid-tier “original condition” properties they perceive as needing upgrades, prices for these properties have been forced downward toward bottom-tier pricing.
As a result, potential sellers in the mid-tier category have been encouraged to upgrade their properties to push them into the top-tier.
While some sellers are resistant to improving their homes for sale, no doubt upgrading their home dramatically increases their odds of getting top dollar. If they are not willing to upgrade, then their pricing needs to be more in line with bottom-tier pricing.
Now, however, looking at Auction.com’s data, we see the bottom tier diminishing as well.
Given this, as I stated back in June 2022, any seller hoping to get the maximum return on their property needs to understand how today’s buyers think. Quite frankly, I am tired of hearing classic seller dialogues, including “We want to give buyers the opportunity to upgrade the home the way they want to” or “If we replace the carpet, the buyer may not like it, and we’ll have wasted our money.”
These arguments are effectively dead. Today’s buyers, in large part, do not want to fix up homes. When sellers ask why they should spend money to upgrade when a buyer might change things once they move in, the question you ask in return is:
“If you can spend $1,000 to make $2,000 to $3,000, does it matter what buyers do when they move in?”
Sellers must understand that buyers are looking for homes that meet their criteria, not the sellers’. Homes that resonate with current buyers’ tastes will reap significant rewards, while homes that do not will languish on the market or sell for much less than a seller might have anticipated. We need to help sellers understand that buyers no longer want or are even capable of fixing up a home after purchase.
Sellers also need to understand that they have between seven and 10 seconds to sell their home, and those seconds will not be in the property — it will be on the buyers’ devices. If they do not like what they see on their screens, they will never show up.
Since upgrading homes is critical for achieving top dollar, here are our recommendations:
Spend time helping sellers understand the importance of upgrades
While some sellers will dig in their heels and refuse to budge, others, once you explain the situation to them, will understand and allow you to lead them forward. I have found that a simple conversation can be helpful.
I ask if they are planning to find a replacement property once they sell their current home. If they say “yes,” I ask if they have been looking at homes online. In most cases, they have been busy scoping out potential properties.
I then ask, “If you see an ordinary home that needs upgrades, what do you do?” Virtually 100 percent of the time, they state, “We simply move on to the next home.” At which point I say, “It is the same for any buyers who might be looking at your home.” Many sellers have told us, “We never thought of that …”
Reasons for providing an upgraded turnkey home to potential buyers also include the following:
Known issues have been identified and dealt with. While some sellers attempt to conceal issues, if done correctly, upgrades can alleviate potential buyers’ concerns about the property’s condition.
Upgraded features and amenities resonate with buyers’ tastes and preferences, including energy-efficient appliances, smart home systems and more.
The overall aesthetic of a home can be transformed from ordinary to spectacular, especially when coupled with effective staging.
Upgrades to key areas, such as kitchens, bathrooms and flooring, can substantially increase a home’s value and appeal, resulting in higher offers.
Hire a transformation specialist to assess needs and oversee the upgrades
There is a growing number of entities out there that specialize in preparing homes for the market. While some agents have connections with local contractors, others utilize national companies such as Curbio or Bosscat, or local or statewide entities like Freemodel, which covers Florida, California and Texas. In many cases, these companies will also carry the cost of any upgrades to the close of escrow.
Some larger teams, including ours, have also had transformation specialists on staff and even owned in-house construction and staging companies. There is a problem with this approach, however, especially in highly litigious states such as California.
Since Realtors are licensed to sell homes, some states argue that they should not engage in activities that fall outside the scope of their licensing, such as acting as general contractors. While it is certainly convenient to have the ability to do everything in-house, we have been advised to outsource all upgrades and transformation processes to unrelated third parties.
Finalize the scope of work
The key here is “less is more.” We assure our sellers that we will only request upgrades that will provide a return on their investment and, if implemented correctly, can easily yield $2 to $3 or more for every $1 invested.
The transformation specialist should do a thorough walkthrough and then produce a detailed outline of recommended work along with a budget for completion. Once there is an agreement on the scope of work, have the transformation company issue a contract for the seller to sign.
Finalize payment plans
Some sellers can carry the costs themselves, but many need funding. Some contractors are willing to carry upgrade costs to escrow, while companies such as Curbio will bring the costs to close. We do not recommend that agents carry any costs — we have discovered over the years that this, while convenient, can have an unhappy ending for the agent (trust me on this).
Pre-order inspections
There is no point in painting over dry rot or refacing cabinets that should be replaced. Inspections not only identify problems ahead of time, but they also provide a roadmap for upgrades. Once the work has been completed, we provide prospective buyers with copies of the reports, along with a comprehensive list of upgrades and repairs made to the items identified in the reports.
If a buyer chooses to go out and get their reports, we can find that in most cases, buyers will accept the reports we provide, along with the list of completed repairs.
Monitor the work to make sure everything is on track
Most renovations to homes headed for the market need to be done as quickly and as cost-effectively as possible. There is a tendency for some sellers to want to provide additional enhancements that they might prefer, but which will not make a significant difference in the return, and could slow the process.
It is crucial to stay on schedule so that staging and photography can happen on time.
Encourage the sellers to live elsewhere during the renovations
The renovation process can get very stressful for all parties concerned and can be an ideal time for sellers to take a vacation.
Sellers are often shocked when they return to see the finished product fully staged and ready for the market.
We have heard them say, “We had no idea it could look this amazing!” We have seen trustees selling a home after their parents’ demise say, “It’s a shame Mom never got to see this — she would have loved to have lived here.”
Done right, improvements make all the difference between a home that slowly sells and one that truly stands out in the market.
The longer real estate professionals let Zillow define the rules, the harder it becomes to take our industry back, coach Darryl Davis 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!
Zillow recently released a list of what types of listings are considered acceptable under their new Listing Access Standards — a policy that, let’s be honest, feels more like a set of regulations than a private company’s internal guidelines.
According to Zillow’s own Chief Industry Development Officer, Errol Samuelson, in this LinkedIn post, the following listing types will not be blacklisted from Zillow:
True private listings for sellers who need privacy throughout the life of the listing and never intend to market it online
Office exclusives that are within a brokerage but not publicly marketed or available to consumers directly
Coming Soon and other pre-marketed listings entered into the MLS and distributed to all participants
Delayed marketing listings entered into the MLS and shared with all participants
The problem I have with Errol’s bullets is the fourth one from the bottom, ”Delayed marketing listings entered into the MLS and shared with all participants.”
I think people are making an assumption that this is addressing NAR’s delayed IDX feed policy, but it’s still creating a lot of confusion for people like me. Why can’t they specifically spell it out so it’s not confusing?
Here’s the bigger problem: Who put Zillow in charge?
What bothers me more than the policy confusion is this: When did Zillow become the regulatory body of our industry?
Let’s remember who Zillow is — a vendor that built its empire by reselling our listing leads back to us. They took our money.
Then they bought tools and platforms like:
These acquisitions strategically positioned Zillow as the central command hub of the real estate transaction, including scheduling, signing, follow-up and beyond.
And now?
They’re policing what you can and can’t do with your own listings.
That’s not partnership.
That’s a power grab.
We are not Zillow’s vendors. We are the professionals
Somewhere along the way, the power dynamic flipped. We became the vendors. Zillow became the gatekeeper. And the scariest part?
Some leaders in our industry are cheering them on.
But let me ask you: Would your local paper or TV station ever tell you, “Sorry, we won’t run your ad because we don’t agree with your marketing strategy?” Of course not. So why are we tolerating it from Zillow?
It’s time to take back our industry — here’s how
Here are a few powerful, practical ways to start:
1. Get involved in your MLS and associations
Your MLS doesn’t just run on autopilot. Join a committee. Show up to meetings. Propose smart changes — like allowing agents to insert contact info in the final photo slot of a listing. That single move could dismantle Zillow’s Premier Agent revenue model.
3. Educate your clients on what’s really happening
When a homeowner asks about Zillow, don’t bash — just be honest:
“Zillow makes money by taking your listing and selling leads to other agents. That means buyers clicking on your home may never speak to me, the agent who knows it best.”
Help them understand what platforms do — and what they don’t.
4. Use (and explore) tools your company already offers
You’d be surprised how many agents never log into their brokerage dashboard or ignore the tools their company already pays for — tools that can generate leads, enhance marketing or streamline client communication. Before buying another third-party solution, take inventory. You might already have what you need.
5. Support broker tools that empower agents
Explore alternatives to Zillow-owned platforms. Choose systems built by brokers, for brokers. Showing schedulers, CRMs, transaction managers — there are plenty of options that keep you in control, not feeding the competition.
This isn’t just about a policy. It’s about power
The longer we let Zillow define the rules, the harder it becomes to take our industry back.
So, if you’re frustrated, you’re not alone. But frustration without action is surrender. And now’s the time for action — in your business, your MLS and your client conversations.
Let’s stop letting a vendor dictate our standards. Let’s reclaim our industry. One voice, one action, one listing at a time.
