by Jaclyn Kelley | Jun 19, 2025 | Industry, News Feed
Transaction hesitation is real, but deals are getting done. Here’s how broker-owner Jaclyn Kelley and her agents have been keeping business steady in a tough market.
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.
Unpredictability is nothing new in real estate, especially in vacation and second-home markets like the Florida Keys. Lately, however, the hesitation on both sides of the transaction has become louder. Buyers are waiting. Sellers are second-guessing. And brokers? We’re adapting.
Some days, it feels like half my job is logistics, and the other half is keeping people calm and focused. But deals are still happening — just not in the same way they used to. To keep pace, I’ve leaned into a mix of new tools, steady leadership, and a very human approach to service.
Here’s how we’ve been keeping business steady — and what other brokers might take from our playbook.
Less noise, more intentionality
Blanket marketing doesn’t work in a selective market. Today, every listing needs a strategy, not just a sign in the yard and a blast email.
We recently took over a home that had sat unsold for months. It wasn’t the property — it was the presentation. We restaged it, hired a professional photographer, rewrote the listing copy and created a campaign targeting the right buyer profile. It sold.
The key? Straightforward, honest storytelling and hands-on effort. Educating your client isn’t extra — it’s essential. Every market shift is a chance to be more thoughtful and precise.
Combine AI with actual effort
Tech alone won’t make you a better broker. But when used well, it can enhance your strategy and outreach.
We use AI tools to find seller leads, refine messaging and streamline content, but always in combination with real conversations and consistent follow-up. That means digital ads, handwritten notes, automated insights and actual phone calls. It’s not “either/or” — it’s both.
Efficiency matters, but trust still closes deals.
Lead by example — not just by title
When things get challenging, people look for clarity. I don’t just hand my agents new tools and hope for the best — I show them how to use them and stay with them.
We do weekly check-ins, monthly masterminds and shared campaigns. If I expect my agents to prospect, I’m on those calls. If we’re testing AI, I’m the one piloting it first. Culture starts at the top, but it’s built shoulder-to-shoulder.
Learn your buyer’s patterns — and speak directly to them
Key Largo has rhythms. Winter brings snowbirds. Summer brings South Floridians. If you don’t track those shifts, you’re missing opportunities.
We monitor SEO data, website traffic and search behavior to time our outreach and tailor our messaging. Geo-targeted ads, seasonal content and timely follow-ups help us stay relevant, not just visible. Success here isn’t about shouting louder. It’s about listening better and responding with purpose.
3 things that still work — no matter what the market’s doing
- Use AI to get smarter, not lazier: It’s a tool, not a replacement. Make it work for you, not instead of you.
- Show up with your sleeves rolled up: Your team needs to see you doing the work, not just giving direction.
- Get specific. Stay consistent: The right message, in the correct format, at the right time — that’s how you gain traction.
Real estate isn’t about avoiding the hard stuff but handling it well. If we stay proactive, keep learning and put relationships at the center of our strategy, we’re not just surviving a challenging market — we’re building something more substantial for the next one.
Jaclyn Kelley is broker-owner of Better Homes and Gardens Real Estate serving the Florida Keys. Connect with Jaclyn on Instagram and LinkedIn.
by Debra Trappen | Jun 19, 2025 | Industry, News Feed
When you say yes to something misaligned, you’re saying no to your deeper purpose, Debra Trappen writes. Discover the power of saying no and claiming your value.
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools, and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
Welcome to Lead with Fire, A Soulful Series for Real Estate Game-Changers. This is more than business advice — “Lead with Fire” is a transformative series created for the soulful, visionary humans in the real estate industry who are done with the old playbook and ready to redefine success on their own terms.
There’s a sacred power in the word no, especially when you’ve spent a lifetime saying yes to keep the peace, prove your value or avoid disappointing others. But here’s the truth: Every time you say yes to something misaligned, you’re saying no to your deeper purpose.
And that misalignment? It adds up.
I’ve seen this play out with people in all stages of business and leadership. Smart, soulful humans who have poured their hearts into their work … only to realize they’re still undercharging, overdelivering or overcompensating.
Why? Because somewhere along the way, they learned their worth had to be earned or proven. Take a listen to this Thread Talk I had with Rebekah Radice, where we deep dive into the mindset, societal conditioning and personal transformation needed to elevate our pricing and embrace the wealth we deserve.
Let’s rewrite that story.
You are not for everyone — and that’s a good thing
The moment you start owning your value, with your time, energy, pricing and presence, not everyone will understand. That’s OK. The people who are meant for you will rise to meet you. And the ones who don’t? Bless and release.
You are not required to make yourself more palatable to be worthy.
This isn’t about arrogance or entitlement. It’s about energetic integrity. It’s about trusting that when you stop watering down your worth, you become magnetic to the people and opportunities aligned with your vision.
From external validation to internal anchoring
Owning your worth means detaching from applause, likes or approval and anchoring into something deeper. It’s about asking: What do I believe I’m worth — even if no one is clapping?
This shows up in:
- How you negotiate your fees or salary
- How you respond to feedback
- How you hold your boundaries
- How you show up for yourself, even when no one else is watching
Your worth is not up for negotiation
You don’t need to explain why you charge what you charge.
You don’t need to justify a new direction.
You don’t need to shrink to keep someone else comfortable.
You get to evolve. You get to raise your standards. You get to make empowered decisions that protect your peace and fuel your purpose.
Because here’s the truth: You are the asset. Your energy, experience, intuition and insight are not extras. They are your edge.
Reflective journal prompts:
- Where in my life or business am I settling for less than I’m worth? What would shift if I raised the bar?
- What beliefs about money, success or validation no longer serve me? Whose voice am I still trying to please or prove myself to?
- What boundary or decision have I been avoiding, and what would it look like to lovingly claim it? Even if it’s uncomfortable, is it aligned?
- What does it feel like in my body when I am fully rooted in my worth? How can I practice that energy today?
- What are 5 things that make me valuable beyond money? Your worth is deeper than the numbers. Name it. Feel it. Own it.
Mantra to Lead With Fire:
“My worth is not up for negotiation. I say no with love and stand tall in my value.”
Next up in the Lead with Fire series: How to build a soul-aligned support circle that elevates your vision
What if your growth wasn’t meant to be a solo journey? In our next post, we’ll explore the power of sacred circles and how to cultivate a community that cheers for you and champions your evolution.
Debra Trappen is the founder of the Red Threads Collective, a sacred community for women entrepreneurs. Connect with her on Instagram and LinkedIn.
by Carl Medford | Jun 19, 2025 | Industry, News Feed
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools, and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
One of the most transformative real estate practices over the past 20 years has been the countrywide adoption of professional home staging. Given that homes now take between 7-10 seconds to sell and that in many markets, the online pictures must sizzle if a seller hopes to get any traffic through the home, staging has become critical.
It’s generally recognized that the home staging industry started in 1972. Barb Schwartz, a real estate agent and interior designer, is considered the visionary behind the concept, coining the term “staging” to describe the process of decorating and maximizing a home’s potential for sale.
As owners of a staging company that has been in business for over 20 years, it has been remarkable to see the industry grow to the point where staging is considered mandatory for homes going onto the market in markets such as ours.
We have also seen some crazy things over the years. We have had furniture come back with scribble marks from children, odors from cigarettes, cooking and animal smells, pet damage and more. We’ve had items stolen, discovered that our staging items have been used for personal “liaisons,” had listing agents fail to notify us that the property had closed, had buyers move in, steal some items and put the remainder on the curb where they were snatched up by opportunist passers-by and more.
We have also had sellers, once the home was staged, decide not to sell, saying, “We had no idea our home could look this amazing! Why would we move?” It has been wonderful to see sellers tear up as they return to their staged property, amazed at the transformation.
On the other side of the coin, the most frequently asked question we receive is from buyers who, in love with the look of a staged home, ask if they can purchase all the staging items and move in “as-is.”
There have also been horror stories: Some sellers have absolutely hated the finished result, not understanding that the staging is designed to catch a buyer’s eye, not to resonate with the seller’s personal tastes.
Some sellers have also been insulted at recommendations/suggestions that the 1970s suite of furniture that cost them a mint back when the Ford Motor Company was selling Pintos may not be suitable for current tastes.
If you have never used a staging company, getting started can be a bit daunting. Here are seven categories of questions that can be asked to determine if any given company will be a match for you and your sellers.
7 categories of questions to ask when interviewing stagers
1. Experience and expertise
There are no prescribed rules for becoming a stager, so just about anyone who thinks they are a designer can set up shop. While some organizations do offer certifications, and some stagers are actually certified interior designers, many stagers are not certified per se.
Key question would be:
- Are you a formally trained stager with any certifications?
- How long have you been in business as a professional stager?
- Do you have experience staging in our local market?
- Do you understand local buyer preferences?
- Have you staged homes like ours before?
- Do you have a portfolio or website we can look at?
- Do you have any reviews?
- Are you bonded and insured?
- Do you have a current business license?
2. Inventory and style
Not all homes are created equal, and most staging companies focus on properties that fit into the “normal” range.
On the other hand, staging a high-end luxury home is a world apart from a standard tract home. Although some staging companies can handle both ends of the spectrum, luxury staging is really in a class of its own and, in many cases, the furnishings provided are rented specifically for the individual property in question and are moved in and out by professional moving companies.
As a result, luxury staging can be dramatically more expensive than for normal properties and require a substantially different skill set to get the exclusive look that matches the property.
Questions include:
- What is the predominant theme/style of your inventory?
- Do you own your inventory, or are you renting it?
- How old is your inventory?
- Is your inventory in good condition?
- Do you have luxury-level inventory for upscale homes?
- Do you have inventory that matches the seller’s existing furnishings (for partial stagings)?
- What type of staging do you do outside?
3. Process and procedures
Every staging company works a bit differently. Some cover specific price points, others focus on certain geographical areas. Some want the home completely vacant and cleaned the day before the crew arrives to stage, while others will apply penalties if the seller decides they want to stay and watch.
Questions include:
- What geographical areas do you cover?
- What is your process from start to finish?
- Do you charge for your preliminary evaluation?
- Which rooms do you recommend I stage, and which rooms can be left vacant?
- Will you stage a home that will be occupied? If yes, how do you handle children? Pets?
- Can the client be present during the staging process?
- Do I have to clean the home before it is staged?
- Will you stage a home if it reeks of specific odors such as cigarette smoke, cooking smells such as curry, fried fish or intense pet smells?
4. Pricing and contracts
The truth is: Staging does not really work in all price points. For this reason, especially in lower-priced markets, partial or “light” staging may be the best option, and it’s even possible to add in some virtual staging.
It’s important to understand how much your staging package will actually cost and, especially in markets where homes are staying active for longer periods of time, what happens when the contract is up.
Here are some relevant questions:
- Do you have different packages?
- Do you do partial stagings (if applicable)?
- How much do you charge, and what is the pricing based on (options include square footage, number of bedrooms, possible ADU, level of inventory required, time desired for the staging to remain in place, whether staging is rented and so on)?
- Are there increased fees for a lot of stairs, or if the use of an elevator is required (if applicable)?
- What do you do if parking for loading and offloading is not readily available (if applicable)?
- What is the normal length of your contracts?
- What happens at the end of our contract if the home is still not sold?
- Are extensions available and, if so, how much are they?
- Do you have any penalties I need to be aware of?
- Do you want payment up front, or will you bill to escrow?
- What types of payment do you accept?
5. Timing and logistics
Larger staging companies usually have projects booked back-to-back. It is common for our company to have a complete set of furnishings for a four-bedroom home in one truck and a comparable three-bedroom set in another truck that have just been unloaded from one home and are scheduled to enter another property the very next day.
In a perfect world, the inventory seldom ends up back in the warehouse — it simply goes from one home to another with minor changes along the way. As a result, communication is critical, and changes in timelines can result in a mess.
Here are some essential questions to ask:
- How much lead time do you need to schedule staging?
- How long will it take to stage my property?
- Can you accommodate last-minute staging?
- What happens if I find out at the last minute that the home is not ready to stage on the contract date?
- What type of notice do you need to remove the staging?
- What happens if that notice comes late?
- Who maintains/cleans the staging during the contract?
6. Potential issues
Stuff happens, and it goes without saying that over 20 years in the business, we have seen lots of crazy. Read the fine print in the contract very carefully — you will most likely be on the hook if things go missing, are damaged or do not meet the seller’s expectations.
Here are questions that should be addressed:
- What happens if the client is not happy with the staging once it’s completed?
- How do you handle the remaining holes in the walls once inventory is removed (magic fasteners can fail, causing damage to items, so most stagers prefer nails in the walls to hold up artwork)?
- What happens if damage is done to the home during the placement or removal of staging items?
- Who is responsible for damaged or stolen pieces of inventory?
7. Additional services
Some staging companies go above and beyond to provide additional levels of service. You may not need any of these, but it doesn’t hurt to ask.
- Do you work with buyers who may want interior design services after they have moved into the home?
- Do you coordinate with and/or provide cleaning services?
- Do you coordinate with and/or provide photography services?
- Do you facilitate any storage for sellers who may need to store items that need to be removed prior to staging?
Questions NOT worth asking
Lastly are questions that simply do not apply:
1. What is the average days on the market for homes you have staged?
While this question might appear logical on the surface, it is meaningless. The seller and their agent are the ones who determine how long a home will take to sell — the staging company merely sets the stage to bring in the highest possible number of potential buyers and stimulate their emotions while they are there.
Days on the market is also determined by location, current market conditions and more. Do not make a stager respond to this question — quite frankly, many of them do not make any attempt to keep track.
2. Does your staging come with a guarantee?
Although it may guarantee that the home will look nice, there is absolutely no way it will guarantee a sale, based on the reasons given in Question No. 1 above.
3. Can you install your staging in such a way as to hide defects?
Quite simply, that is illegal and a violation of disclosure laws. Although the best place to locate a throw rug may be over a defect in the floor, no stager should put it there on purpose to hide the defect. Additionally, it’s the agent and seller’s job to disclose what is under that rug (rules differ state to state).
4. Will our home look like a magazine when you are done?
Only if it was nice to begin with. Staging only accentuates what is there; it is not designed to transform a home from ugly to spectacular. No amount of lipstick will turn a pig into a prancing pony.
5. Can a buyer purchase all of the staging items?
We get asked this question all the time. The simple answer is “no.” The reasons behind the answer are a bit more complicated:
- Staging inventory is purchased based on how it looks, how heavy it is and how it blends with other pieces. When our designers go shopping, they will actually try lifting a corner of the furniture to ensure it is not too heavy: Imagine moving heavy furniture in and out of homes multiple times. The bottom line is that it’s not always easy to find good pieces, so stagers are very reluctant to let items leave their inventory.
- If we sell pieces, they have to be replaced. That not only means an expense for the item being replaced (often at a higher price than the original item cost), it also means time spent looking for replacement pieces, in some cases assembling them, getting them back to the warehouse and placing them into active inventory. Buyers, however, never want to pay full price for “used” inventory and will not only try to bargain, but they will never consider paying extra for the time and effort required to go out and buy replacement items.
Staging can make all the difference, and an effective relationship between a staging company and a real estate agent can be very rewarding. Once you have found a company that works well for you, you are off and running.
If you are like us, however, even though our team owns our own staging company, we cover our expenses by staging for many other agents in our market, and, occasionally, we need a backup company to handle our volume.
My recommendation is to have a couple of carefully vetted companies in your pocket so that you can always ensure the highest level of service for your clients.
Carl Medford is the CEO of The Medford Team.
by Richelle Hammiel | Jun 18, 2025 | Industry, News Feed
Ferris has launched what eXp Realty calls a “first-of-its-kind video-powered mega team” in Houston, in partnership with eXp real estate agent and YouTube creator Joe Rodriguez.
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!
YouTube personality and Ferris Realty Broker-Owner Kyler Ferris is back with eXp Realty, and he’s not just returning, he’s working on elevating the traditional real estate team model, the firm announced Tuesday. Ferris brings with him his 45-agent team headquartered in Conroe, Texas.
Ferris has launched what the firm calls the “first-of-its-kind video-powered mega team” in Houston, in partnership with eXp agent and YouTube creator Joe Rodriguez.
Together, Ferris and Rodriguez are rolling out a new blueprint for agent growth, and that’s one that’s focused on long-form, hyper-local YouTube content as the primary driver of business. Rather than rely on cold calls, paid ads or traditional marketing techniques, agents on this team will focus on creating high-quality video content that generates organic leads at scale.
And it’s already working.
In 2024, Ferris Realty closed $164 million in sales volume. According to eXp, nearly half of those deals — 175 out of 368 transactions — were generated from Ferris’ YouTube channel Living in Houston Texas, which has racked up more than 4.5 million views and nearly 47,000 subscribers. The channel focuses on educating all viewers, especially prospective homebuyers, who are looking to learn more about Houston and its surrounding areas.
Rodriguez brings even more digital firepower with his channel The Original Living in Houston Team, which has almost 60,000 subscribers and close to 7 million views. His team vlogs also target buyers relocating to the area.
The mega team model flips the script on traditional prospecting. Agents are trained and supported to become video creators, who can produce educational content that connects with potential clients on YouTube — from top recommendations for neighborhoods to general facts about Houston that could push a viewer to purchase or stay put. And it all lives online 24/7.
The team leverages Ferris’ backend operations and systems with Rodriguez’s inbound lead pipeline, forming what they describe as an “unmatched YouTube ecosystem.” The team aims to generate over 5,000 organic leads a year.
by Lillian Dickerson | Jun 18, 2025 | Industry, News Feed
The controversial Grand Theft Auto streamer secured the 10-acre property with a $12.7 million mortgage. The sellers are aerospace executives who built a new home on the estate in 2024.
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!
Gaming streamer Adin Ross has broken a sales record in Davie, Florida, with his purchase of a 10-acre estate for $25.5 million.
The 24-year-old internet personality is known for livestreaming himself playing video games and collaborating with celebrities.
Ross bought the home by way of an LLC, according to property records, and financed the property with a $12.7 million mortgage, The Real Deal reported.
The 11,325-square-foot home has seven bedrooms and nine baths, according to Zillow. The home was custom-built in 2024 and designed by Florida-based interior design firm Clive Daniel.
Amenities include a home theater, spa, office, smart home automation, elevator, art studio and pool house. Outdoor space features synchronized fountains, a reflecting pool with fire features, a swimming pool and outdoor kitchen.
The sellers are Laurent and Laure Parelle, both of whom are aerospace executives. The couple purchased the property in 2009 for $775,000, according to records. They listed it in March for $32 million.
Enzo Rosani, broker and managing partner of Barnes International Realty, represented the listing. William Abreu of The Nicolas Group at Compass repped Ross in the deal.
Other home sales in Davie haven’t come anywhere near Ross’ new pad. Previously, the sales record was held by a property at 10850 Southwest 23rd Street, which sold for $5.6 million in February.
Davie is located just west of Fort Lauderdale-Hollywood International Airport. The town and several of its neighboring towns have become popular among professional athletes, including Miami Dolphins quarterback Tua Tagovailoa, who bought a $1.7 million home in Davie in 2020.
Ross first gained attention by streaming himself playing NBA 2K and Grand Theft Auto V on Twitch. He was banned from the platform in 2023 for various platform violations, including having a guest who used a homophobic slur and for not moderating comments in his chat. He was subsequently allowed back on the platform this spring.
Ross had a heated encounter with NBA legend Shaquille O’Neal at UFC 314 on April 12, according to social media footage captured at the event showing O’Neal directing threats in Ross’ direction. The pair have also had a bit of back-and-forth online in the past, with Ross often jabbing at the former Lakers center.
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Email Lillian Dickerson
by Taylor Anderson | Jun 18, 2025 | Industry, News Feed
A renter outside Portland, Oregon, sued Compass this week, saying its agents contacted her despite her phone being on the National Do Not Call Registry and multiple requests to stop calling.
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A renter outside Portland became the latest to target a major real estate brokerage with a lawsuit over telemarketing practices this week when she filed suit against Compass and one of its offices over unwanted calls and texts.
Jessica Murch said the company and its brokers and agents violated the Telephone Consumer Protection Act of 1991 when they called her with questions about listing the home she lives in with Compass.
Murch, who said she doesn’t own the home, said she received at least four calls and five texts she says she didn’t consent to from brokers and agents at Compass.
Murch became the latest consumer to file suit against a major real estate company this spring when she sued Compass in U.S. District Court for Oregon on Tuesday.
Last August, Murch said she clearly asked the Compass broker to not call or email her again after the initial contact.
About two weeks later, Murch said she received another call from a different Compass agent asking if she was interested in listing her house and relocating.
“The Plaintiff stated that she thought that she was pretty clear that she no longer wanted to receive calls from Compass and didn’t want to talk to Compass, and reiterated her internal do not call request.”
Murch continued getting calls into 2025, she said, up until two weeks before filing her lawsuit.
“Telemarketing calls are intrusive,” Murch said in her complaint. “A great many people object to these calls, which interfere with their lives, tie up their phone lines, and cause confusion and disruption on phone records.”
Compass declined to comment, saying it doesn’t comment on pending litigation.
“Plaintiff and the Class have been harmed by the acts of Defendants because their privacy has been violated and they were annoyed and harassed. In addition, the calls occupied their telephone lines, storage space, battery life, wear and tear, and bandwidth, rendering them unavailable for legitimate communication, including while showering, getting ready for work, driving, working, and performing other critical tasks.”
Murch proposed a class that includes anyone who received multiple calls or texts from Compass or its agents if their numbers had been on the National Do Not Call Registry for at least a month before the contacts began.
She is requesting damages of between $500 to $1,500 per call or text.
Murch’s lawsuit was filed just days after a New York homeowner sued Keller Williams. The homeowner in that case made similar allegations against the franchiser.
Email Taylor Anderson
