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!
Starting as a listing agent is an exciting step in your real estate career. Unlike a buyer’s agent, who helps clients find homes, a listing agent specializes in marketing and selling properties. This role demands a clear focus on prospecting for listings, market expertise, strong communication abilities, and strategic marketing and negotiation skills.
Success doesn’t happen overnight, but with the right approach, you can quickly establish yourself as a trusted agent. Whether preparing for your first listing appointment or refining your marketing plan, here’s what you need to know to excel:
1. Remember that prospecting for listings is the No. 1 role of a listing partner
Every listing partner loves the idea of listing, staging and selling homes, but quickly forgets the first and most important thing they need to do is find people who want to sell their homes and convince them to choose you as an agent. Prospecting and presenting would be the only two things to focus on when building a strong listing business. It’s a simple formula.
Knowing how to measure a win each day is not based on closings or getting offers. The only way to know if you are winning is if you prospect each day and secure at least one listing appointment.
Think of it this way: If you get one a day, four days a week, that will average two listings secured a week, or roughly 100 new listings a year. You can do the math on what that means. The clear focus on listing appointments, rather than closings, will build the most valuable business possible.
A great listing agent understands how and why homes sell. Real estate markets fluctuate, affecting pricing strategies, buyer demand and inventory levels. It’s your ability to interpret market data and educate sellers that will set you apart.
Stay informed on key trends such as home values, inventory levels and average days on market. Sellers will rely on you to determine their home’s worth. Regularly reviewing MLS reports and tracking neighborhood trends will help you guide clients confidently. When sellers trust your expertise, they’re more likely to follow your pricing and marketing recommendations.
2. Develop your training and communication skills
Real estate veterans know that real estate is ever-evolving, and continuous learning is key. Beyond required education, top listing agents invest in skill-building, whether through professional certifications, mentorship or even role-playing sales conversations.
Understanding contracts and listing agreements is fundamental, but the ability to communicate effectively with sellers is critical. Practicing listing presentations, pricing discussions and objection handling can boost your confidence and credibility.
Top listing agents are the best informed in the transaction and know their numbers. When consulting with a seller on pricing, course corrections or marketing, each of these must be backed up with data.
If you are a listing agent, or any agent who also does listings, and you want to compete, here are a few things you should know:
Average days on the market in different price ranges
Absorption rates
List-to-sell price ratios
Schools in neighborhoods and associated scores
New homes on the market in multiple price ranges
Homes expired or withdrawn in each price range
Important geographic information around neighborhoods, communities, etc.
Predictive analytics in a personal database to know if you have potential buyers for different listings
We are now in a skills- and knowledge-based market. Unlike a few years ago, when demand was high and homes sold quickly, success today depends on an agent’s ability to guide sellers through transactions successfully. Those who fail to refine their skills risk falling behind.
3. Craft a marketing plan that creates demand
Listing a home on the MLS isn’t enough anymore. You need to develop a marketing plan that goes beyond traditional methods to offer innovative systems and strategies. A strong marketing strategy includes professional photography, compelling descriptions and digital promotion. Social media, email campaigns and targeted advertising maximize exposure, ensuring the home reaches serious buyers.
Many top agents follow a structured marketing plan, focusing on the first few weeks to generate offers. This may include open houses, social media ads and AI-driven platforms that match buyers with listings. The key is not just listing a home but actively promoting it. Use AI as a tool to streamline your processes. At Workman, our mantra is that you should have a system for anything you do three or more times.
Equally important is marketing yourself as a listing expert. A strong online presence, neighborhood expertise and consistent branding help attract sellers who trust your ability to deliver results. You must be able to demonstrate the full power of marketing systems to stand out from competitors.
Success as a listing agent depends on trust. Selling a home is a major decision, often accompanied by stress and uncertainty. Your role is to be an advisor and problem-solver.
Setting clear expectations from the start prevents misunderstandings. Many sellers have unrealistic price expectations or misconceptions about the selling process. Honest, transparent conversations help them feel prepared and confident in your strategy.
Be sure to deliver a pre-listing package to set expectations from the start for unique marketing, branding and communication services.
Regular communication is also essential. Even if there’s no major update, a weekly check-in reassures clients that you’re actively working on their behalf.
Make the call, don’t just text, email or message. It’s worth the time and effort to communicate openly and honestly.
Listening is just as important as talking. Each seller has unique motivations — some need a quick sale, while others are emotionally attached to their home. Understanding their priorities allows you to tailor your approach and provide the best service. If you genuinely care about the seller’s needs more than your commission, success will follow.
5. Overcome challenges, and stand out in a competitive market
New agents often struggle with winning listings, handling price objections and proving their value against more experienced agents. The best way to differentiate yourself is through preparation and market knowledge. Ensure you are adding value on top of value with exceptional service options to differentiate yourself in the marketplace.
Even before you win a listing, you’ll need to perfect your lead management skills. Developing trust with your clients starts long before they become your clients.
Begin by using a lead tracking system to categorize and contact all leads, increasing conversion rates. Then classify your leads as either A, B or C based on their readiness to sell, and follow up accordingly. Sticking to a follow-up schedule ensures leads don’t fall through the cracks.
Stay in continual contact with your leads. Conduct prospecting calls during specific weeks to maintain a rhythm of success.
Once you’ve obtained the listing, sellers prefer agents who provide clear, data-backed insights rather than vague assurances. Demonstrating a pricing strategy rooted in real numbers enhances credibility — even if you’re new to the industry. Always strive to provide data-driven solutions.
Handling objections is another key skill. Sellers may want to overprice their home, question your commission or hesitate to sign a contract. Addressing concerns with logical, fact-based responses will boost confidence in your ability to sell their home.
While competition is fierce, every agent starts somewhere. Those who prioritize learning, strategic marketing and strong client relationships will stand out and build a thriving listing business.
Being a listing agent is about more than putting homes on the market — it’s about mastering market trends, refining communication and guiding sellers through one of the biggest transactions of their lives.
Success comes from knowledge, confidence and persistence. The more you invest in expertise and relationships, the faster you’ll establish yourself as a go-to listing agent.
Every top agent started where you are. The difference between those who struggle and those who thrive is the willingness to learn, adapt and take action.
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!
Currently, there’s an all-out war being waged among Zillow, Homes.com and a new entry into the fray, Rocket Companies, which recently acquired Redfin. At stake is who will capture the consumer first and then convert that client into a customer for life for their company.
Realtors, particularly real estate teams, are uniquely suited to win this war because these large companies cannot afford to pursue local market niches. If you’re ready to beat the big guys to the punch, here’s what to do to begin building customers for life for your business.
Think beyond the sale by building a ‘customer for life’ strategy
A customer-for-life strategy addresses what best supports your clients while they live in the properties you sell them. A closing should never end the relationship but rather the beginning of your journey together as your customer for life.
Unfortunately, most teams and solo agents are inferior at keeping in touch with past clients. Most fail to stay in touch after the transaction closes. Part of the issue is that the industry is hyper-focused on lead generation, often ignoring the relationship-building opportunity that can create customers and referral business for a lifetime.
Roll out a concierge-level onboarding experience
The moment a client signs a contract with you, provide them with a digital “welcome kit” that outlines the key steps in the closing process, the timeline for completion for each contingency, how to reach you and your team, and a list of your most trusted vendors (movers, cleaners, contractors).
You can also include personal touches, such as a coffee gift card or even a Spotify playlist, “Your Home Search Soundtrack,” filled with songs from their favorite artists. This makes your clients feel heard and cared for.
Tag your clients by category and then develop a customer life strategy for each profile
For example, tag clients by stage of life, such as “newlywed,” “young family,” “empty nester,” “investor,” “downsizer,” etc. Also, store insights about them, such as their dog’s name, favorite sports teams, how they take their coffee, etc. These become conversation-starters and connection-builders.
What’s next for them?
The next step is to ask yourself about their future real estate needs.
Is it a move from their condo to a home with a backyard in an area with great schools?
Is there a vacation home or vacation home in their future?
Are they planning to add an ADU to their property for a family member or a source of rental income?
If they’re older and approaching retirement, will they be downsizing or searching for a home that can accommodate two or more generations of family members?
The 12-month post-close plan
If you want your buyer or seller to become your customer for life, the first year after their transaction closes is critical. Create a post-close plan for every client. It should include the following milestones.
Week 1: Conduct an in-person check-in to address any challenges they may be having and deliver a thank-you gift for doing business with you. Also, if you haven’t already done this while they were under contract, give them a list of places to get energy rebates for appliances and other improvements.
Month 1: An in-person, phone or text check-in to see if they have any post-closing issues and send maintenance tips for the next quarter. For example, changing the filters on the HVAC, clearing leaves from the gutters, covering outdoor faucets for winter, etc. Here’s a script for a 30-day post-closing phone call:
Agent:“Now that the boxes are (mostly) unpacked, just checking in. Do you need a recommendation for a landscaper, painter or home security system? Is there anything else I can help you with?”
Quarterly: Launch a “homeowner happiness” email with a mix of home tips, neighborhood events and personalized service offerings. You can also send print or digital coupons for a buy-1-get-1-free deal from your favorite local restaurant.
6 months: Send out a checklist of “The Top Five Spring Maintenance Musts for Your Home” or “Must Do’s to Winterize Your Home,” plus “We have also included our top three vendors for roof inspections and HVAC tune-ups, with special discounts for our valued clients.”
Annual review: Review the comparable sales to see if the property value has increased or decreased. If it has increased and your state assesses property taxes on full value, or your property has gone down, provide them with the names of services you trust that help homeowners reduce their property taxes.
Because most people have their insurance policies renewed on the anniversary of the day they closed their transaction, about a month before their first “Home-iversary,” encourage them to shop for both their existing home and auto insurance policies, since there are often discounts when policies are bundled together.
The best place to do this is with an insurance broker who can shop multiple insurance companies to see which policies will provide the maximum coverage while keeping their premiums as low as possible.
Also, if they had a home warranty at closing, remind them to renew it for the upcoming year so they won’t get caught with a massive bill for unexpected major repairs.
Create a calendar update in your CRM with reminders for these milestones.
Personalize your communications, even when they are automated
Two great tools for sending personalized cards to your clients are SendOutCards.com and Handwrytten.com. SendOutCards has a wide variety of professionally created cards that allow you to add your photos or even create your card. Handwrytten.com puts your words “in pen and ink.” As their logo says, “Handwrytten with Love and Robots.”
Make them smile when they least expect it
The best marketing is a memory. Make them smile when they least expect it, whether it’s a moving day kit with all the things clients often forget to pack separately, such as paper towels, toilet paper, snacks, soft drinks, etc., or a pizza delivered to their door at the end of moving day.
A different idea is to host fun and useful gatherings, such as “Shred-It-Day” for taxes or a “Pumpkin Patch Pickup” for Halloween. Thoughtful gestures under $50 can yield tens of thousands in future referrals.
Be a human 1st and a Realtor 2nd
Life happens, and not everything is celebratory. Be there when it matters. Congratulate them on great moments, including birthdays, anniversaries, first days of school, graduations and promotions. More importantly, be there when you hear about a seriously ill family member, divorce, death or even the loss of a beloved pet.
Show empathy, not just salesmanship. These are the moments that build real relationships. Ultimately, referrals don’t come from clicks or scripts but from genuinely showing that you care.
Although Zillow, Homes.com and Rocket bet on predictive AI, algorithmic targeting and massive ad spends to build customers for life, the one thing these giants cannot do is to be there personally for the important milestones in your clients’ lives.
When your clients feel heard and supported, when you are there for them when it matters most, that’s when the value provided will make them want to be your customers for life.
Bernice Ross, president and CEO of BrokerageUP and RealEstateCoach.com, and the founder of RealEstateWealthForWomen.com is a national speaker, author and trainer with over 1,500 published articles.
The AI-driven solution “automates follow-up messaging, allowing real estate professionals to re-engage previously unresponsive prospects effectively.”
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!
RE-Engage is the latest product from Realoq, a California-based real estate lead services company and agent marketplace for consumers, according to an April 16 statement sent to Inman.
The product promises to help agents resurface dormant contacts and previous customers. The company said that the AI-driven solution “automates follow-up messaging, allowing real estate professionals to re-engage previously unresponsive prospects effectively.”
Realoq serves markets in California, Texas, North Carolina, Oregon, Florida, Idaho, Washington and Georgia. Agents purchase ZIP Codes to farm and rely on Realoq’s SEO, home search and web marketing services to deliver leads. Realoq is also a licensed brokerage in those states to collect referral fees from the agents who purchase its marketing zones.
RE-Engage delivers bespoke email campaigns to each recipient, meaning it will include content relevant to their location, home preferences and other interests. It runs in the background as agents conduct business with existing clients and transactions, and provides users with “lead readiness alerts” that trigger when an old lead takes new action.
The software is integrated with Realoq’s CRM and allows agents to adjust any of the AI-created content.
Automated lead nurture and re-engagement is now standard industry practice and can now be buoyed by the speed and intelligence of artificial intelligence, which can gather legacy data on database records, collect regional housing data and in essence, quickly create marketing campaigns around a newly refreshed buyer or seller. It’s an important component for any modern agent’s business as it has become more common to jump into different CRM tools and brokerage enterprise systems, which often include database migrations and thus, an erosion in data integrity.
“Most leads don’t go cold, they simply go quiet,” said Anvesh Chakravartula, CEO of Realoq, in the statement. “With RE-Engage, we empower agents to consistently follow up and stay relevant, delivering the right message at precisely the right moment. It’s not just automation — it’s intelligence in action.”
Mortgage rates are climbing back toward 7 percent on fears that tariffs could reignite inflation, but Federal Reserve Chairman Jerome Powell warns policymakers would be challenged if unemployment also rises.
In April, we’ll go deep on money and finance for a special theme month, by talking to leaders about where the mortgage market is heading and how technology and business strategies are evolving to suit the needs of buyers now. Inman’s Best of Finance returns for 2025, celebrating the leaders in this space. And subscribe to Mortgage Brief for weekly updates all year long.
Homebuyer demand for mortgages sagged last week as mortgage rates climbed back toward 7 percent on fears that tariffs will fuel inflation, and Federal Reserve Chairman Jerome Powell warned Wednesday that policymakers are also concerned that more Americans will be unemployed.
Stagflation — high inflation coupled with stagnant economic growth and elevated unemployment — hasn’t been seen since the 1970s. But that’s a situation the Fed is contemplating now, Powell said after delivering an address to The Economic Club of Chicago.
“Most of the time when the economy is weak, inflation is low and unemployment is high — and both of those call for lower interest rates to support activity and vice versa,” Powell said. “Now the labor market is still strong, but the shock that we’re experiencing … [is generating fears of] higher unemployment and higher inflation. And you know, our tool only does one of those two things at the same time. So it’s a difficult place for central banks to be in in terms of what to do.”
Major stock indexes were down Wednesday as investors digested Powell’s remarks, with the tech-heavy Nasdaq index falling 3 percent.
But increased demand for Treasurys and mortgage-backed securities helped bring rates down slightly, with yields on 10-year Treasurys falling four basis points.
Applications for purchase mortgages fell by a seasonally adjusted 5 percent last week when compared to the week before as mortgage rates climbed, Mortgage Bankers Association (MBA) Chief Economist Mike Fratantoni said in a statement.
Mike Fratantoni
“Mortgage rates moved 20 basis points higher last week, abruptly slowing the pace of mortgage application activity,” Fratantoni said, noting requests to refinance were down even more sharply, falling 12 percent from the week before.
Looking back a year, the MBA’s weekly survey of lenders showed demand for purchase mortgages was still up 13 percent, and applications to refinance were up 68 percent.
Mortgage rates on the rebound
After retreating to a 2025 low of 6.48 percent on April 8, rates on 30-year fixed-rate conforming mortgages bounced back to 6.89 percent last week, according to rate lock data tracked by Optimal Blue.
Rates on jumbo mortgages exceeding Fannie Mae and Freddie Mac’s $806,500 conforming loan limit in most markets spiked to 7.34 percent Monday but have dropped back below 7 percent.
“Given the jump in rates, more borrowers are opting for the lower initial rates that come with an ARM [adjustable-rate mortgage],” Fratantoni said.
Close to one out of 10 mortgage applications (9.6 percent) that came in last week were for ARM loans — the highest since November 2023, the MBA said.
Because borrowers who need bigger loans are even more likely to opt for an ARM, close to one-fourth (24.6 percent) of loan requests by dollar volume were for ARM loans.
The average ARM loan request was for $1.06 million, compared to $346,000 for fixed-rate loans.
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Equity Angels was founded in 2024 by Kenya Burrell-VanWormer and Katherine “Kat” Winston, each of whom has a diverse tenure in real estate leadership, technology and entrepreneurship.
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!
Chambr, ARKI, Convierge, Goby Homes, Pairgap and Reeku are the latest companies selected for advisory services by Equity Angels, a woman-founded and -led organization focused on equitable access to financial and entrepreneurial resources.
The latest Catalyst Program cohort was shared exclusively with Inman.
The organization said its latest class is “developing AI-powered solutions designed to supercharge the productivity and profitability of architects, engineers, single and multifamily owners, real estate brokers, agents and teams.”
ARKI was co-founded by architect Natalia Bakaeva and Mehdi Karamnejad, an engineer. The company applies predictive intelligence and rapid data analysis to AEC (architecture, engineering and construction) design workflows to cut project times, improve quality and better link stakeholders.
Alikiah Barclay was inspired by work travel to launch Reeku, an initiative that creates value for tenants and landlords out of underused apartments. PairGap unlocks homeownership for the next generation of buyers through shared ownership, data-driven matching and structured legal agreements, according to Equity Angels. It was founded by Nikki Merkerson.
Goby Homes is looking to better entwine the consumer in the real estate transaction with its software solution that promises to “connect all parties involved, provide secure document management and ensure efficiency.” Its founder, Terrence Nickelson, is an agent and software engineer.
Chambr’s mission is to help people be better at sales. Its founders Alex Poe and Gabriela Constantinescu created a roleplay-based system using dynamic scenarios generated by artificial intelligence.
An upstart agent 20 years ago in Brazil, Luciane Serifovic is now leading her own AI-driven proptech, Convierge. The application empowers buyers and agents to collaborate on home search and vendor management throughout the transaction.
“By supporting these promising founders through our Catalyst Program, we’re architecting a more equitable and technologically advanced ecosystem for the real estate industry,” said Burrell-VanWormer in a statement. “And our commitment and impact are amplified by the invaluable support of advisors, mentors and partners like Blueprint, which will feature our cohort at the largest gathering for built world innovators and investors this September.”
The power of tailored startup accelerators to fuel significant growth is underscored by a Wharton study, according to Equity Angels. One finding in particular was that participants in such programs consistently outperform their peers in key metrics like fundraising, growth, revenue and job creation.
“The data is clear: Well-structured and specialized accelerators are a catalyst for rapid growth and measurable innovation,” said Winston. “Our recently released Impact Report further demonstrates the efficacy of this approach within our own proptech-focused program, and this new cohort is poised to build on that momentum.”
Equity Angels will be working with Blueprint Vegas to showcase its cohort and programs. The annual real estate industry event, which brings together technology leaders, companies and innovators, was acquired by Inman in 2024.
Equity Angels’ inaugural cohort consisted of four companies that raised a total of $3 million and created 11 jobs. The startup collective was made up of agent and broker financial services firm Upfront, home furnishing visualization solution The Studio Home, recruiting and retention company Maverick Systems, and Billions, a startup that strives to improve operations for high-performing teams.
In April, we’ll go deep on money and finance for a special theme month, by talking to leaders about where the mortgage market is heading and how technology and business strategies are evolving to suit the needs of buyers now. Inman’s Best of Finance returns for 2025, celebrating the leaders in this space. And subscribe to Mortgage Brief for weekly updates all year long.
Congressional Democrats are questioning the legality of the Trump administration’s purge of Fannie Mae and Freddie Mac’s boards, in which the newly appointed head of their federal regulator — housing scion Bill Pulte — was installed as the chair of both companies.
In an April 15 letter to the inspector general who oversees Fannie and Freddie’s regulator, 10 prominent Senate Democrats also asked for more details on “abrupt and sizable” workforce reductions at the Federal Housing Finance Agency (FHFA) and the recent firing of more than 100 Fannie Mae employees accused of fraud.
The grandson of PulteGroup Inc. founder William J. Pulte, Pulte was confirmed by the Senate on March 13 as Trump’s nominee to lead the FHFA. Four days later, the FHFA sent 14 members of Fannie and Freddie’s boards packing and named Pulte the chair of both boards.
Elizabeth Warren
Senate Banking Committee ranking members Andy Kim and Elizabeth Warren on Tuesday asked FHFA Inspector General Brian Tomney to determine “whether or not FHFA leadership complied with all relevant federal laws, regulations and agency policies and procedures in its decision making.”
Brian Tomney
Tomney, who has served as the FHFA inspector general since 2022, wasn’t targeted in the Trump administration’s removal of at least 18 inspector generals, which some Democrats say were illegal.
The letter — also signed by Democrats Tina Smith, Chuck Schumer, Cory Booker, Raphael Warnock, Catherine Cortez Masto, Lisa Blunt Rochester and Kirsten Gillibrand — asked Tomney to assess if workforce reductions at the agency will affect its ability to fulfill its oversight role.
Rep. Maxine Waters, the top-ranking Democrat on the House Financial Services Committee, was even more blunt in an April 7 letter to Pulte himself, accusing him of having “broken the law by illegally appointing yourself as chairman” of Fannie and Freddie’s boards.
Maxine Waters
Waters slammed FHFA’s subsequent move to rein in Fannie and Freddie programs aimed at boosting lending in minority communities, saying it “will limit access to lending for first-time homebuyers and other borrowers who have been historically locked out of the market due to systemic and overt discrimination.”
The FHFA, which has been relying primarily on its own and Pulte’s X accounts for media communications, did not respond to Inman’s requests for comment.
Bill Pulte
In an April 9 appearance on Fox News, Pulte said there is an “ongoing investigation” into the issues that led to the firing of more than 100 Fannie Mae employees. He said FHFA discovered “multiple people were working two jobs” — including some who were located in China — and that some employees had received kickbacks for charitable donations.
Waters also took issue with FHFA appointing its general counsel, Clinton Jones, to serve on both Fannie and Freddie’s boards, and demanded that Pulte supply the “names, titles, qualifications, and all business and non-business affiliations” of the other new board members.
Clinton Jones
Jones joined the FHFA in 2019 during the first Trump administration, and was promoted to general counsel in February 2021 — shortly after Biden took office.
The other new additions to Fannie and Freddie’s boards last month included Mike Stucky, a former Pulte Group division president; Tri Pointe Homes Inc. executive Brandon Hamara; and Ralph “Cody” Kittle, a partner at private equity firm RenWave Kore.
Omeed Malik
More recently, on Monday Pulte announced on X that banker and investor Omeed Malik — recently dubbed “MAGA world’s premier financier” by New York Magazine — is joining Fannie Mae’s board of directors.
Another new Fannie Mae board pick — Christopher Stanley, a staffer from the Department of Government Efficiency (DOGE) — resigned the day after his March 17 appointment.
But Democrats said this week they have ongoing concerns about DOGE’s role in running the FHFA during the second Trump administration.
In their letter to the FHFA inspector general, Senate Democrats asked for details on what access DOGE officials have to FHFA, Fannie and Freddie data, and whether DOGE officials were involved in the decision to purge the company’s boards.
Waters and Senate Democrats also want to know more about news reports of staffing reductions at FHFA and Fannie Mae.
We exceeded DOGE’s expectations at U.S. Federal Housing (FHFA), with an over 25% reduction in the Agency’s active workforce. We’re consolidating divisions to focus on building more homes and strengthening safety and soundness.
“Fannie Mae and Freddie Mac play a critical role in our nation’s mortgage market and collectively guarantee roughly 50 percent of home loans,” Senate Democrats said. “Clarity in [their] operations is therefore essential to the stability of the housing finance system.”
David Dworkin
National Housing Conference CEO David Dworkin, a centrist advocate for affordable housing stakeholders, last month called Jones “a highly respected regulator and policy expert” whose appointment to the mortgage giants’ boards “was reassuring to many who expressed concern over which senior FHFA staff would be retained.”
And while Dworkin said he’s not aware of another instance of a regulator assuming the chairmanship of a regulated board, as a practical matter, “the FHFA Director has been the de facto board chair of both companies since they were put into conservatorship in 2008.”
More recently, Dworkin said the National Housing Conference is working with Pulte and Trump’s Housing Secretary, Scott Turner, to further the Trump administration’s stated goals of lowering the cost of housing and expanding housing supply.
In an April 13 column, Dworkin said he recently met with Turner to discuss ways Opportunity Zones can help build more affordable housing, and using AI to simplify housing choice vouchers.
“We’ve also gathered dozens of the most knowledgeable and influential housing experts to discuss how to effectively recapitalize and release Fannie Mae and Freddie Mac from 16 years of conservatorship,” Dworkin said, in light of a proposal to create a U.S. sovereign wealth fund and seed it with the Treasury Departments warrants for Fannie and Freddie stock.
Dworkin said that to understand Pulte’s April 8 assertion that FHFA is “turning around Fannie Mae and Freddie Mac, slowly but surely,” it’s important to understand “the degree of regulatory supervision that has micromanaged nearly every business decision” at the companies at every level.
“It’s a common refrain from lenders that they cannot get timely answers to some of the most routine questions,” Dworkin wrote. “As Pulte moves to ‘run these companies like a business,’ he is moving regulatory supervision to the top as he prepares the companies for release from conservatorship. It’s easy to mistake the missive as pejorative, but in fact, he understands that you can’t run a business unless you match an employee’s responsibility with the appropriate amount of authority and accountability.”
Together, Fannie and Freddie employ more than 16,000 workers and generated 2024 profits totaling $28.9 billion, boosting their combined net worth to $154.3 billion.
To succeed in meeting Trump administration’s goals, Dworkin said, Pulte and Turner”will have to be disruptors of what has not worked, but they must do so without being disruptive of what does. That won’t be easy, and will require broad consultation with stakeholders at every step of the way, while moving forward at a deliberate pace.”
“If we get it wrong, we could do damage that could take a generation to recover from,” he concluded.
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