Jun 9: The REALTORS® Guide to Google Calendar / Tasia Custode
Jun 17: Lead Conversion: Why You Are Failing at Converting / James Nellis, CRS Certified Instructor
Jun 25: Marketing with Video Shorts / Juanita McDowell, CRS Certified Instructor
Jul 9: Content Creation Masterclass for Real Estate / Katie Lance
Jun 11: The Blueprint for a Purpose-Driven Real Estate Team / April Stephens
Oct 15: Tax Talk 2026 / Chris Bird, CRS Certified Instructor
Think about the people who have encouraged you along the way. Now, imagine the impact you can have doing the same for someone else.”
Encouraging Leadership at Every Level
Encouragement is a powerful force. It can push us beyond our comfort zones, build confidence and spark the kind of change that shapes our communities. As I reflect on my own leadership journey, I recognize how encouragement— from mentors, peers and even unexpected sources—has helped me grow into the leader I am today.
I didn’t wake up one day and decide to be a leader. Like many people, I started by simply wanting to make a difference. Over time, the encouragement of others gave me the confidence to take on new challenges, step into leadership roles and use my voice to help guide and support those around me. And along the way, I’ve seen firsthand how leadership isn’t about a title
or a position—it’s about showing up, acting and inspiring others to do the same. Leadership exists at every level, and it’s all around us. I think about the dedicated professionals in our industry who lift up their colleagues, share their knowledge and lead by example. I think about the community leaders who dedicate their time to making a difference, whether by organizing local events, mentoring young professionals or advocating for positive change. And, of course, I think about the hometown heroes—the people who step up in big and small ways, often without recognition, simply because they care. These individuals remind us that leadership isn’t limited to boardrooms or business settings; it’s woven into the fabric of our daily lives.
At the Residential Real Estate Council, we believe in developing and supporting leaders at every stage of their journey. Leadership is not reserved for the select few—it’s something that can be cultivated in anyone with the passion and drive to make an impact. That’s why we offer opportunities such as Leadership Development Training and volunteer programs to help our members grow—not just as successful real estate professionals but as influential voices in their communities. These programs provide the tools, mentorship and network to help you become the kind of leader who not only thrives in your career but also empowers others to do the same.
If you’ve ever thought about getting involved, now is the perfect time to take that next step. Consider serving on a committee, mentoring a fellow agent or stepping into a larger leadership role. Even small actions—offering advice to a newer agent, sharing your knowledge at a local event or lending your support to a community initiative—can create a ripple effect that inspires others to do the same.
Think about the people who have encouraged you along the way. Now, imagine the impact you can have doing the same for someone else. Leadership isn’t a solo journey—it’s a shared experience built on support, learning and the courage to take action. I encourage you to embrace the leader within you, step forward with confidence and continue making a difference in your profession and beyond.
Pat Zaby is a charter member, a past national president and a senior instructor of the RRC. Pat was recently awarded the RRC Lifetime Achievement Award. He is also the developer of InTouch Systems, an approved product for RRC.
Helping Buyers Reframe Mortgage Rates
By Pat Zaby, CRS
For many buyers, the mortgage rates of the last few years created an expectation that anything above 5% feels too high. However, as real estate professionals, we have an opportunity to reshape this narrative and help clients understand that the ultra-low rates during the pandemic were an exception—not the rule.
As rates settle into historically typical ranges, we must provide perspective that helps buyers see the big picture. The Mortgage Rate Affordability Index™ (MRAI) is a simple yet powerful way to compare today’s rates to long-term historical norms and focus on why homeownership remains a smart financial move.
Bringing Clarity to the “New Normal”
The reality is that mortgage rates have fluctuated based on economic conditions, inflation and Federal Reserve policies for decades. Over the past 50 years, the average 30-year fixed mortgage rate has been 7.74%. As of March 27, the rate of 6.65% is actually lower than what past generations have faced when buying a home.
This is where the MRAI helps buyers see beyond the headlines. The MRAI compares today’s rates to the 50-year average. When the index is above 100, it signals that mortgage rates are currently more affordable than historical norms, reinforcing that buyers still have an advantageous opportunity.
Mortgage Rate Affordability Index™ = (7.74/6.65) x 100 = 116
What does this mean for buyers?
f A score above 100 indicates today’s mortgage rates are 16% better than historical norms, meaning financing a home is more affordable relative to past decades.
f If buyers are waiting for 3% mortgage rates to return, they’re waiting for an anomaly, not a reality.
f This reinforces that NOW is still a financially favorable time to buy.
Helping Buyers See the Bigger Picture
Instead of letting buyers get caught up in short-term rate concerns, guide them toward a wealth-building mindset by focusing on long-term financial benefits:
f Homeownership Accelerates Wealth Accumulation – Every mortgage payment contributes to building equity, allowing buyers to grow their net worth over time, while renters miss out on this key wealth-building opportunity.
f Equity Grows with Every Payment – Mortgage amortization means each payment reduces the principal balance owed, increasing home equity automatically— a financial advantage renters don’t have.
f Home Values Continue to Rise – Even at a moderate pace, appreciation helps homeowners build wealth simply by owning. Renters, meanwhile, are at the mercy of rising rents with no return on their payments.
f Refinancing is Always an Option – If rates drop in the future, buyers can refinance to lower their payment, but waiting too long may result in paying more for the home itself.
The Takeaway: Giving Buyers a New Perspective
As real estate professionals, we play a crucial role in helping buyers shift their mindset from short-term hesitation to longterm financial strategy. By introducing the Mortgage Rate Affordability Index, we can help them see that today’s market remains historically favorable and that waiting may cost them more in the long run.
Now is the time to educate, empower and guide buyers toward informed decisions. Let’s help them stop chasing a mortgage rate that may never return and start focusing on the wealth-building power of homeownership.
Personal Perspective Profiles
Dania Diaz, CRS
Remax, Miami, Florida
How did you get involved with real estate?
I’ve put a lot of effort and energy into creating a five-star experience for my clients.”
Dania Diaz, CRS, earned her CRS Designation in 2023. She can be reached at daniadiaz@ remax.net or 305-444-7111
I was 17 years old, and a part-time real estate agent was trying to sell the property where my mother and I lived, but she wasn’t really engaged in the job. One evening, she was busy at work and asked me to show the place. I walked the people through this very nondescript house like it was a beautiful mansion. I highlighted basic things with enthusiasm like the wall-to-wall closets and told them how much I loved the house. This prospective buyer said that they were interested in three houses, and even though our house might not have been the best one, they chose it—because of my energy. The agent who got the sale planted the seed, saying I should look for a job in real estate. At the time, I was working in a pizza shop, and there was a guy who would come in who was a top producer for Century 21, and
he asked me what career I was going into. I told him I was going to go to nursing school, and he said, “But didn’t you say you wanted to do real estate?” I said, “Oh, that’s just part-time.” And he laughed. “Part-time?! Real estate is all the time. Come see me and we’ll get you set up.” I got my license within two years, and the rest is history.
When did you start your CRS education?
Even though I had earned several designations, I hadn’t heard about the CRS until I attended an RRC awards dinner. I sat next to Kim Knapp, and I asked her to tell me more about the Council. She explained how the RRC focuses on education, professionalism and growth and has an incredible network. She showed me the website and all of the qualifications, and I was so blown away. I thought, “Oh, my gosh, I have to get this.” Better still, I was already qualified for this. If I had known
about the CRS earlier, I could have advanced myself so much more quickly. That’s why I became so very passionate about it once I knew.
How are you involved with RRC now?
I started shouting from the rooftops about the benefits of the CRS Designation and the amazing education taught by successful agents—to my local association board members and within my office. I was encouraging everybody: This is what you need to strive for; this is the ultimate badge of honor. At that dinner with Kim Knapp, they presented a Rising Star Award, and I thought to myself, “I want to get that.” And then this year I got the Rising Star Award. It’s just such a vote of confidence that they see me as the future and that I am achieving the goals I set out for myself. Currently, I am the RRC area director for Miami, Florida, and Vice Chair for the RRC Next Generation Committee, and we are always talking about how we can put the CRS Designation on the map for the people who don’t know about it yet.
What is your favorite approach to marketing your business?
Over the course of the last eight years, I’ve been very intentional about building my Google business page and gathering reviews. For that to work, I’ve put a lot of effort and energy into creating a five-star experience for my clients. Throughout the process, I go above and beyond for them, and when they ask how they can thank me, I’ll say, “Write me a review when we get to the finish line.” People who’ve had great experiences write about it, and potential clients can Google the address I just sold and fact-check that the reviews are coming from real sellers and buyers. Four years ago, I started local service ads using those reviews to build Google trust. As a result, if you search for real estate agents in Miami, Pinecrest, Coral Gables or Kendall, my name will come up first 40% of the time, or among the top three. My phone rings all the time, and I have had tremendous success because of it.
Like and subscribe Real estate relationships
Collaborating with The Right Influencers
To expand your audience, consider collaborating with niche influencers who understand your target market and offer exciting recommendations. Luckily, many types of influencers pair well with real estate:
1
Food: From a food lover to a professional chef, audiences seek inspiration from these influencers on recipes, restaurant reviews, food-related travel guides and new cuisines.
f Collaboration Idea: Join them on a guided tour of their favorite dining experiences, farmers markets or coffee shops near your current listings.
3
I
want to connect with people who my clients think are influential or think of them as being their trusted advisors who will influence their decision by saying,
‘Hey, if I was selling my house today, I know who I’d call.’”
–Steve Epstein, CRS
Fitness: Focused on exercise and overall well-being, these influencers provide workout routines, training tips, nutritional advice, motivation and fun ideas for how to make exercise part of their follower’s routines.
f Collaboration Idea: Team up for a guide of their favorite workout spots, from a local gym to a hidden hiking trail within your market.
2
Lifestyle: These influencers’ content reflects a curated way of life that followers find comfort in or aspire to. Their content could be anything from a “morning routine” video to a daily video blog (vlog).
f Collaboration Idea: Create a series about dream homes, where lifestyle influencers share Pinterest and mood boards that reflect an active property of yours.
4
Family: These influencers create content tailored around household dynamics, sharing personal experiences, parenting tips, family-friendly activities and recipes, and product recommendations to support family well-being.
f Collaboration Idea: Reach out to connect with their audience through a video on family-friendly backyard activities for a listing with outdoor space or a post highlighting their favorite parks in your market.
Did You Know?
Did you know that national builders and contractors’ associations are an excellent source for region-specific content suggestions? Review these resources to find beneficial information for a post on ROIs, home improvement trends and more.
How to Connect with Influencers
To start building relationships with digital influencers, agents should focus on personalized outreach strategies. Here are a few effective ways to connect with local influencers:
f Direct Message: Reach out through social media platforms with a personalized, engaging message.
f Email: Craft a professional email explaining who you are and how collaborating with them can be mutually beneficial.
f Phone Call: Take a direct approach with a friendly phone call to discuss potential partnership opportunities.
f Perfect Your Pitch: Clearly outline how the collaboration can be valuable to the influencer, emphasizing their audience’s alignment with your target market.
Leveraging Real-World Influencers
While you may think being a local influencer requires a sizable online presence, they’ve been around far longer than social media. Offline, a local influencer could be anyone with advice to give, including a recommendation for their favorite real estate agent.
Steve Epstein, CRS, senior partner and sales agent at the Epstein Partners, Keller Williams Realty, in Montecito/Santa Barbara, California, and a real estate veteran of nearly 37 years, says, “I want to connect with people who my clients think are
influential or think of them as being their trusted advisors who will influence their decision by saying, ‘Hey, if I was selling my house today, I might call him.’”
However, the best connections go both ways. When a buyer invests in a “fixerupper,” you can be the one to point them to your favorite contractor. When social media followers show interest in homes with elevated curb appeal, you can curate posts showcasing your favorite landscaper.
“We routinely run posts like, ‘If you’re doing home improvement work, call us,’” says Epstein. “‘If you need plumbers, electricians, carpenters, handymen, painters, roofers, we deal with them all day, every day, so please think of us to guide you toward our favorites in the community.’”
Local influencers are more than marketing tools; they’re collaborative partners who help you build meaningful connections within the community.
“They have comfort with us,” says Epstein. “They know us, they like us, they trust us and we’ve helped their other clients.”
Start looking for connections in your own sphere—community leaders, small business owners or social media accounts already shaping local opinions. By nurturing these relationships and staying engaged, you can become the true influencer your community turns to for real estate expertise.
Are you following The Residential Real Estate Council on social media? Give us a follow on Instagram at @ThisIsRRC to stay connected!
Data Drives the Market (and Relationships)
By Hannah Owens
A great agent uses data to answer, ‘What does this mean for my life?’”
– Lisa Sturtevant, PhD
more reliable,” says Lisa Sturtevant, PhD, chief economist at Bright MLS. “Monthto-month changes can be influenced by short-term fluctuations, like seasonality or unusual market activity. Year-overyear comparisons give you a better sense of how the market has shifted in a meaningful way.”
Serio agrees: “Clients often ask, ‘What’s changed?’ [YOY] data allows you to confidently answer that question. Clients don’t just want numbers; they want context.”
By using high-quality data from trusted sources, agents can cut through market noise and offer clear, actionable insights that help their clients move forward with confidence.
Telling a Compelling Story
Sturtevant also emphasizes the importance of knowing how to interpret and combine data from multiple sources. “A great agent uses data to answer, ‘What does this mean
THE RIGHT TOOLS FOR THE JOB
These tools transform raw data into actionable insights.
Bright MLS
Access detailed reports on inventory levels, pricing trends and demand to position yourself as a trusted market expert.
Bonus: Customize the reports with your branding to stand out.
RPR (Realtors Property Resource)
Quickly generate hyperlocal analyses for your neighborhood. From market conditions to pricing strategies, RPR delivers insights that clients can act on.
CRMs (Customer Relationship Management tools)
Track client milestones, segment your audience and schedule personalized follow-ups with ease. CRMs make it simple to stay connected and relevant.
Broker Metrics
Analyze agent activity, market share and sales trends to fine-tune your strategy and gain a competitive edge in your local market.
for my life?’ Put the data together in a way that tells the story you want to tell—be the expert,” she says. For example, blending data on local inventory with national mortgage trends can create a narrative that helps clients see the bigger picture while focusing on their specific market.
Real estate is asymmetric—clients experience buying or selling as a rare, emotional event, while agents navigate it daily. “Answer logical questions emotionally and emotional questions logically,” advises Serio. A hesitant seller might need data to show rising prices, while an anxious first-time buyer may need reassurance tied to long-term appreciation trends.
How Data Drives Marketing Strategy
Clients want to feel like more than just numbers on a spreadsheet. That’s where personalization comes in. By using datadriven tools, agents can create marketing campaigns that speak directly to individual needs and situations.
Customer Relationship Management (CRM) systems are one of the most powerful tools in an agent’s arsenal. These platforms allow you to segment your audience based on life stages, demographics or preferences. “Knowing your client’s milestones—like expanding their family or retiring—helps you tailor your approach,” says Sturtevant. For example, you might send a new parent a market update for a community with larger homes or offer downsizing tips to retirees.
Serio also highlights the power of personal touches: “Sending ‘Happy Home Anniversary’ cards or following up on milestones isn’t just nice—it’s a reminder that you’re invested in your clients’ lives.” These seemingly small actions, driven by data, can build long-term loyalty.
At the heart of every transaction is a person, not just a statistic. “You need IQ to understand the market, but EQ to connect with your clients,” says Serio. Whether calming a nervous first-time buyer or helping a seller prepare for inspections, emotional intelligence is key.
With the right data and a personal touch, you’re not just selling homes—you’re building trust, solving problems and shaping the future of your clients’ lives.
What they really, really want
New data from Zillow provides insight on the features and amenities renters are looking for now. While renters previously were strongly drawn to luxury amenities such as in-complex swimming pools, fitness centers or business centers, today’s renters are more interested in practical perks that
make life easier, such as turfed pet areas, off-street parking and air filtration.
Based on the saves and shares of their rental listings, Zillow has ascertained which features are in highest demand. Off-street parking and in-unit laundry top the list, indicating,
according to Zillow’s rental trends expert Emily McDonald, an expectation of longer-term residency. “Renters are spending more money and more time in the rental market than ever before, making them more intentional about the spaces they choose,” she says.
Source: Zillow. mediaroom.com
Percentages reflect visitor activity over and above equivalent listings without those features. Saves and shares “are a signal of demand, as renters who save a listing or share it with their shopping partner are more serious about a home.”
Turf (pet area)
Pattern Analysis (Week 2)
Look for patterns and insights:
f Which lead sources deliver the highest ROI?
f Are certain property types or neighborhoods performing better?
f What client acquisition methods are most effective?
f Where are you spending time without adequate return?
Making It Work for You
f Create a Quarterly Calendar: Block time now for all four quarterly pivots this year.
f Use Technology Wisely: Leverage CRM systems and analytics tools to streamline data collection.
f Document Everything: Create a simple template that captures your findings, decisions and action plans.
Getting Started
Schedule a half-day session within the next two weeks to establish your baseline metrics. Then, schedule your first full quarterly pivot for the end of this quarter.
The real estate professionals who thrive aren’t necessarily those with the largest teams; they’re the ones who systematically evaluate, adjust and improve their strategies with discipline and consistency.
As Gary Keller, co-founder of Keller Williams Realty, states in his book “The ONE Thing,” “Success is built sequentially. It’s one thing at a time.”
The Quarterly Pivot ensures you’re always operating with today’s logic—and preparing for tomorrow’s reality.
RELATIONSHIP BETWEEN NUMBER OF REVIEWS AND CONVERSION RATES
Properties with video receive 403% more inquiries than those without.
PERCENTAGE OF CONSUMERS WHO READ REVIEWS BY AGE GROUP
Video content generates 1,200% more shares than text and images combined, according to Wordstream.
Leveraging
AI
for More Agile Marketing
by Bradford Masoni
Artificial intelligence (AI) is no longer a futuristic concept.
It’s a powerful tool that real estate professionals are using today to streamline marketing, engage clients and gain an edge in a competitive market. From content creation automation to real-time market trend analysis, AI helps agents work smarter and more efficiently.
But AI isn’t here to replace the human connection that defines real estate. Instead, it acts as a powerful assistant—handling repetitive tasks, refining marketing strategies and freeing up agents to focus on building relationships and closing deals.
AI-POWERED TOOLS
So, how can agents use AI to generate leads, create compelling marketing content and scale their business—regardless of team size? Two top-producing agents share how AI is transforming the way they work.
AI for smarter lead generation
Finding high-quality leads has always been one of the biggest challenges for real estate professionals. AI-driven tools are changing that by analyzing user behavior, search history and market trends to identify buyers and sellers before they even reach out.
“AI helps me determine where to advertise and what type of voice to use for my listings,” says Leslie Dougherty, CRS candidate, broker-owner at Central Coast Sotheby’s International Realty in San Luis Obispo County, California. “I can ask AI to analyze market data and suggest the best marketing strategies for different types of homes.”
AI TOOLS FOR REAL ESTATE PROFESSIONALS
Looking to integrate AI into your real estate marketing? Start with these tools:
How can AI enhance lead generation? f Predictive analytics – AI evaluates market trends and client behavior to identify high-intent buyers and sellers. f AI chatbots – Automated assistants handle initial inquiries, provide listing details, and qualify leads 24/7. f Targeted social media campaigns – AI refines ad targeting based on engagement patterns, increasing click-through rates.
Nicole Serviss, CRS, founder of The Serviss Group with RE/MAX Elite in Snohomish, Washington, says AI is her virtual assistant: “AI does the first 85% of the work for me—analyzing spreadsheets, pulling property data, and even running market analysis to identify leads. Then, I fine-tune the details and focus on client engagement.”
AI does the first 85% of the work for me—I just fine-tune the final details.”
–Nicole Serviss, CRS
ChatGPT: Content creation, email writing and social media optimization.
Otter.ai: Transcribes meetings and client conversations for easy reference.
Canva AI: Assists with design for marketing materials and listing presentations.
Predictive Analy tics Platforms: Tools like House Canary and Revaluate provide AI-driven market insights.
Automating content creation
Creating high-quality marketing materials is time-consuming, but AI helps agents generate polished listing descriptions, social media posts, email campaigns and newsletters quickly and efficiently.
“I use AI for almost everything—writing newsletters, updating email templates and even finessing my social media content to maximize engagement,” Serviss says. “It helps me stay consistent without spending hours writing and rewriting copy.”
Just a few of the top AI-powered content tools for real estate agents include:
f MLS data summaries – AI scans MLS listings to generate feature highlights, pricing trends and market insights.
f Social media optimization – AI suggests captions, hashtags and post formats for better engagement.
f Automated email campaigns – AI personalizes emails based on past client interactions and preferences.
Dougherty adds, “AI helps my social media posts stand out by suggesting language, icons and hashtags I wouldn’t have thought to use. It increases my reach and engagement on platforms like Facebook and Instagram.”
A competitive edge for smaller teams
AI is my marketing department—it helps me generate everything a big firm would have in-house.”
–Leslie Dougherty, CRS candidate
AI Adoption in Real Estate:
f 14% of real estate firms have fully implemented AI.
f 28% are in early adoption stages.
f 30% are piloting AI technologies.
For solo agents and small brokerages, AI levels the playing field. By automating tasks that large teams typically handle, AI allows independent agents to focus on providing a more personalized experience.
The AI Advantage
14% of real estate firms have fully implemented AI.
28% are in early adoption stages.
30% are piloting AI technologies.
STAND OUT Crowded Market a in
By Gina Tron
In today’s saturated real estate landscape, standing out as a REALTOR® is more challenging than ever.
With so many agents, building a memorable personal brand isn’t just an option—it’s a necessity.
As Eric Ravenscroft, CRS, founder of The Ravenscroft Group in Buckeye, Arizona, states, “Everyone knows a REALTOR ® ; the challenge is getting them to know you.” Your brand is what sets you apart, fosters trust and keeps you top of mind when potential clients decide to buy or sell a home.
Define Your Unique Value Proposition
Your unique value proposition (UVP) is the cornerstone of your personal brand. It defines what makes you different and why clients should choose you over the competition. As Christopher Tenggren, CRS, designated managing broker at Weichert, REALTORS® - Signature Professionals in Rochelle, Illinois, explains, “Uniqueness is key. Your brand is not just your logo or tagline; it’s who you are and how you do business.” Tenggren emphasizes consistency in branding across all materials,
Know who you are, stay consistent and always deliver value.”
Christopher Tenggren, CRS
INSIGHTS ON CONSISTENCY AND STORYTELLING
“Everything you post should align with your brand. Clients appreciate meaningful, curated content over generic posts.”
— Elizabeth Van Riper, CRS, agent at Michael Saunders & Co., Sarasota, FL
“By being true to yourself and transparent in your interactions, you create a brand that resonates with clients and stands the test of time.”
Establish a Consistent Online Presence
Today, having a strong online presence is crucial. Social media platforms, websites and email newsletters offer opportunities to connect with potential clients. However, curation is key. Roger Glenn, REALTOR ® at Poss Realty in Clayton, Georgia, states, “You don’t need to be everywhere. Focus on the platforms where your target audience spends time. For me, that’s LinkedIn and Facebook. Quality over quantity is essential—it’s better to excel on one platform than to be mediocre on five.”
Van Riper underscores the importance of intentionality. “Everything you post should align with your brand. I focus on showcasing properties that reflect my clients’ lifestyles and providing local cultural insights. Clients appreciate meaningful, curated content over generic posts,” she explains.
Use Storytelling to Showcase Your Expertise
Storytelling is a powerful way to connect with clients on a personal level. Sharing your experiences and those of your clients helps humanize your brand and builds trust.
“People want to know who you are, not just what you do. Video content, especially informal, behind-the-scenes videos, can help clients see the real you. Show your neighborhood tours, favorite local spots or even a walk-through of a listing—it makes you relatable and approachable,” Tenggren says.
Ravenscroft highlights how storytelling can demonstrate your unique value. “When I talk about how I’ve helped clients use real estate to build wealth, I’m not just explaining a process— I’m sharing success stories. Clients relate to real-life examples, and it makes my expertise tangible.” He advises integrating storytelling into emails, social media posts and even listing presentations to make your message more impactful.
Avoid Common Branding Pitfalls
Building a personal brand takes intention and authenticity. Here’s how to avoid common mistakes:
f Don’t copy others: What works for one agent may not align with your strengths or audience.
f Stay consistent: Avoid abandoning a strategy due to slow results. A successful brand requires repeated touches and a long-term plan.
f Prioritize authenticity: Clients can spot insincerity easily. Deliver on promises and stay genuine in interactions.
f Understand your audience: Tailor your approach based on your ideal clients and the platforms they frequent.
Building a personal brand requires intention and authenticity. According to Glenn, one common mistake is trying to mimic someone else’s strategy. “Just because TikTok works for one agent doesn’t mean it’s right for you. Know your audience and focus on platforms and strategies that align
— Eric Ravenscroft, CRS, founder of The Ravenscroft Group in Buckeye, AZ
HOME-BUYING PSYCHOLOGY
For real estate agents, understanding what drives buyers is crucial to creating successful marketing strategies.
Beyond the tangible features of a property, emotions play a significant role in the decision-making process. By tapping into those emotional triggers, agents can create compelling, memorable marketing that resonates with buyers on a deeper level.
Emotional Factors that Influence Homebuyers
When choosing a home, buyers often look for more than just square footage or location—they imagine a lifestyle. Marketing with emotional resonance can include appeals to:
f Security and stability. A home represents safety and a foundation for loved ones. The desire to create a secure environment can heavily influence purchasing decisions.
f A sense of belonging. Buyers want to envision themselves in a community where they feel welcome and connected, whether it’s an area with great schools or a neighborhood bustling with culture.
f Dreams and aspirations. For many, purchasing a home is a milestone—a symbol of achievement and success. Aligning with these aspirations can make a property irresistible.
Recognizing these factors can help agents tailor their marketing narratives in ways that address buyers’ deepest motivations.
The Inside Story
By Myrna Traylor
THE POWER OF VISUALS IN EVOKING EMOTION
Photos and videos are a good way to convey emotionally significant messages. Buyers rely on visuals to form their first impressions of a home. To use them effectively in marketing, consider the following strategies:
PROFESSIONAL PHOTOGRAPHY.
High-quality images capture the unique essence of a home. Lighting, staging and perspective allow potential buyers to imagine themselves in the space.
VIDEO
A virtual walkthrough feels personal and immersive, especially for buyers who aren’t able to visit in person.
LIFESTYLE IMAGES.
Include photos that showcase how a property might be used—like a cozy bedroom with a steaming mug of coffee on the nightstand or a vibrant dining room set up for a family gathering.
These elements work together to highlight not just the property, but the emotions tied to living there. Just be sure to keep Fair Housing considerations in mind when selecting visuals.
Additionally, cultural background impacts which emotional triggers resonate most. Consider the values and priorities of the feeder markets you’re targeting, such as urban professionals in cities or retirees moving into more relaxed surroundings.
Emotional Marketing in Action
To help illustrate how emotional storytelling drives results, consider this example from Kelly Crowe, CRS, a broker at Baird Warner in Geneva, Illinois. She likes to feature stories in the postcards she sends out to prospects. “Every house and transaction has a story, a journey,” says Crowe. “In my marketing, I described how I sold one property three times, telling how the first buyer bought the land, built it as new
construction, then sold and moved on. A second client bought it, and then asked me to come in to sell it. The last time, I sold it to a first-time homebuyer. And though we had to look quite a while to find the right home, this was the right home for them.”
This kind of story paints a picture of a house that has been well-loved, while at the same time shows how Crowe has been part of that continuity.
Marketing to emotions isn’t about manipulation—it’s about meeting buyers at the crossroads of their dreams and needs. By understanding their motivations, using storytelling and crafting engaging visuals, real estate agents can foster deeper connections with prospective buyers. When emotions lead the way, success will follow.
Master social media and grow your business! Earn your Digital Marketing: Social Media Certification and stand out online. Get started at crs. com/education
TOURS.
TESTIMONIALS
Thoughtful testimonials are most effective because they:
1. Build trust. A well-written or heartfelt testimonial from a past client makes your services feel credible and trustworthy.
2. Highlight your expertise. Detailed feedback often emphasizes specific skills such as negotiation prowess or market expertise.
3.Address client concerns. Hearing from clients who had concerns or obstacles but overcame them with your guidance can resonate with potential buyers or sellers.
4. Humanize your business. Marketing is all about relationships. Testimonials add a personal and human element, showcasing the real-life impact of your work.
When and how to request testimonials
Timing plays a critical role in capturing authentic testimonials. The closing process is the prime moment to ask the client to do you the favor of writing about their experience working with you. At this stage, the client is likely still
experiencing the excitement of their new home or the satisfaction of a successful sale. Maria Dargan, CRS, broker associate at RE/MAX Revolution in Brick, New Jersey, emphasizes using tools like Rate My Agent right at closing to capture authentic reviews. “I talk to the client about writing a testimonial right around closing,” to prime the pump, says Dargan.
“I email them a link to the service—but I realize they’re involved in getting their house set up—so, maybe it takes a few weeks before I get that testimonial, but that’s okay. I know it’s coming.”
Jay Quigley, CRS, broker associate at Florida Executive Realty in Tampa, Florida, uses a service called Testimonial Tree to gather statements from clients. He found it especially helpful because he had an online presence as a paralegal before he worked in real estate.
“The first couple years, when people would look me up, they’d see ‘paralegal this, paralegal that,’ and it didn’t line up with what I was now doing for a living,” Quigley says. By using the testimonial subscription
91% of people read reviews. 84% of people trust them as much as personal recommendations.
Formats for High-Impact Testimonials
While gathering as many testimonials as possible in a way that is easiest for clients is a worthy starting point, investigate using formats that require a little more effort for maximum payoff.
❶ Video testimonials are highly engaging because they allow potential clients to see and hear genuine emotions. After a successful closing, ask a client to share their story on video and post the testimony on social media platforms like Instagram or Facebook.
❷ Written testimonials that are short and impactful can be sprinkled throughout your website or printed marketing materials. Place them on key pages such as your homepage or “About Us” page. Longer, more in-depth messages can strengthen your print collateral or monthly newsletters.
❸ Social media highlights should feature quotes from your clients in visually appealing posts on Instagram, LinkedIn or Facebook. Include pictures of the happy homeowners (with their permission) to enhance authenticity.
ENSURING AUTHENTICITY AND GAINING TRUST
The key to a successful testimonial is authenticity. Here’s how to ensure your reviews are both trustworthy and appealing:
f Obtain permission: Always secure your client’s consent to use their testimonial in marketing materials.
f Don’t rewrite feedback: Avoid altering your clients’ words. Genuine reviews might not always be perfectly polished, but their authenticity is far more valuable. January Johnson, CRS, sales agent at The Short Term Shop/
EXP in Santa Rosa Beach, Florida, says, “I don’t mind a four-star review. I know it bothers some people; they consider that a bad review. I think that that shows that people are human, both me and the client, and the fact that they took time to even give a review, I think is good information.”
f Detail matters: Encourage clients to go beyond vague phrases like “great service” by asking them to describe specific aspects of your process. Real
service, “you provide a link to your client, and they can leave a testimonial for you. From there, you can make social media posts. It automatically posts to the Testimonial Tree website, and if you allow it, it will post to places like Realtor.com.”
Reaching potential clients
Turn rave reviews into real estate results! Explore tools and resources in our Solutions Provider Center to make the most of your client testimonials.
Finding the right sites to post on is an important decision. Carl Medford, CRS, CEO, The Medford Real Estate Team at Keller Williams Advisors in Fremont, California, and host of several RRC webinars, has been in the business long enough to have made the transition from client testimonials written on postcards he provided to the widening array of online sites. Early into the digital transition, he learned that one site known for all kinds of reviews (not just for real estate) wasn’t promoting the testimonials his business had accrued. “If somebody posts daily and says, ‘Hey, my lunch was good, great, bad, ugly or whatever,’ that site is going to honor those people,” says Medford. “But if somebody comes on and posts a review for one transaction, that algorithm doesn’t view that as a valid review.”
As a result, Medford has switched his focus to “Google reviews, Facebook reviews and Zillow reviews; so, all combined, we’ve got over 500 reviews out there.”
Fortunately, there are myriad sites where agents can share testimonials—starting
estate professional Jay Quigley noted that detailed reviews from his clients deeply resonated with potential customers. He says his clients “would write like War and Peace . It wasn’t just that ‘Jay was good’ or ‘It was a great transaction,’ but they would go into great detail. It’s very humbling to see that you’re just doing your job and for somebody to realize there was something good there. And to remember it and to put it in writing is pretty spectacular.”
with their own website. Think about balancing your testimonials among real estate-focused sites, such as Zillow and Realtor.com, and general interest or social media, like YouTube, Google Business, Yelp or LinkedIn.
Ryan Rohlf, CRS, broker associate with the dsm SOLD Team at Keller Williams Legacy Group Midwest in Des Moines, Iowa, shares that it’s not only the quantity of testimonials but also their quality. “I have always really preached to our team— and as an agent myself—a philosophy of ‘I’m doing this for you. I want the right fit for you as a client, whether you’re buying or selling,’ and positioning myself as the expert. I think in return, they thank us by leaving us really detailed, quality reviews that are super helpful in our marketing. By implementing testimonial strategies effectively, you not only highlight the success stories that demonstrate your value but also create a marketing approach that’s driven by authenticity and trust.
Nothing Up My Sleeve
By Rich Sands
Agood magician can make you believe in something that you can’t see. So can a really good marketing campaign. In my course, Marketing Magic: Strategies to Educate, Engage and Attract Business, you can learn some of the best—and easiest—ways to increase your client base.
The right approach
I think that some of us may overcomplicate this whole marketing process. I think it can be much simpler than we make it, so this class looks at marketing across the board—in traditional, as well as online and digital formats. It will show you that content is everywhere. You don’t have to wrack your brain about it. You don’t have to do anything complicated to have marketing content that produces great results.
much that’s dry and boring—like providing a flood of statistics on your sales figures. I speak to you as someone who was in social studies education for high school kids, and I can tell you that if you’re boring and dry, no one’s going to pay attention to your message.
Coming from a place of confidence
The core of the message of this course is that for marketing to be effective, it needs to be relevant to the consumer. I must brag a bit and say that I was once chatting with “Drive” author Daniel Pink and told him that REALTORS® send out too many chicken fettuccine recipes. (He liked that quip so much that he incorporated it into his remarks for the CRS event he was speaking at.) In this course, you will discover ways to “get your foot in the door” in a way that leads more seamlessly to the relevant, core topic—real estate. Another pitfall in marketing is being too boring. The best thing you can do for a consumer is to educate them, engage them and maybe even entertain them just a bit. We frequently do too
As you approach your marketing, think about it as an exercise in self-awareness— understanding who you are, what you know, what you’re good at and then being unafraid of answering useful questions. We have to become less afraid of the results of our message. If you worry, “What if I do a video and no one watches it?” Well, so what? Plenty of people do videos that no one watches. There are also plenty of people who do terrible videos and hundreds of thousands of people watch them. You don’t ever know what you can do until you try, so I encourage people to go for it.
Run with an idea for a while and then adapt the message to some other medium. I can answer someone’s question, like “What’s a walkability score?” and turn it into a postcard that I send via the United States Postal Service. Later, I can take that same content and make a short podcast episode out of it. I can use it any way I want. The most effective way to spread your message is to put it on multiple platforms. In the class, I’ll show a simple example of a question you could answer and how you could get 21 marketing touches out of that one question.
Tell a good story
To bring this back to Daniel Pink, there’s a quote I love from his book, “A Whole New Mind: Why Right-Brainers Will Rule the Future” that says, “When facts become so widely available and instantly accessible, each one becomes less valuable. What begins to matter more is the ability to place these facts into context and to deliver them with emotional impact.” He says stories are easier to remember because stories are how we remember.
Let’s turn our marketing into engaging, educational and simple stories—with just a dash of magic.
You don’t ever know what you can do until you try, so I encourage people to go for it.”
–Rich Sands, CRS
*Virtually Staged
Ethical considerations require transparency. Always disclose when images have been virtually staged by including a “Virtually Staged” notation and providing unstaged photos alongside enhanced versions. Many leading brokerages now include interactive features allowing viewers to toggle between staged and unstaged versions, building trust while showcasing potential. For maximum effectiveness, maintain design consistency throughout virtually staged rooms. Inconsistent styles create a jarring experience when scrolling through listings. Instead of furnishing utility spaces, focus virtual staging efforts on primary living areas where buyers make emotional connections.
Optimizing Multiple Devices
Remember that most initial property searches occur on mobile devices. Include eye-catching focal points that register even on small screens, and test how
your listings appear on various devices before publishing.
For 3D virtual tours, staging considerations extend beyond the traditional front-facing view used in photography. Ensure all angles of rooms look finished, avoiding the “movie set” effect of spaces that look good from only one perspective.
The Human Touch
Despite technological advances, the most effective digital staging still incorporates an understanding of how people actually live in their spaces. Technology gives us tools, but successful staging requires psychological insight. We’re not just decorating rooms—we’re helping buyers emotionally connect with their potential future home. By thoughtfully implementing these digital staging practices, you’ll create compelling presentations that help potential buyers envision themselves in the space and drive more in-person showings.
Help your listings stand out! Watch RRC’s “Be Market-Ready with Winning Staging and Styling Strategies” recording and learn expert tips to attract buyers. Search the recording at the QR code below.
Introducing RRC’s 2026–2027
Leadership Election Winners
FIRST VICE PRESIDENT
Addie Owens, CRS
Professional Background: Addie Owens, CRS, is a top producer and CEO of Touchstone Real Estate Group, Inc., operating a brokerage, school and referral company. Beginning her real estate career as an appraiser in 2005, she has developed into a multifaceted industry leader.
RRC Leadership: Addie has served as president of RRC Florida, member of the RRC National Board of Directors, and participated in the Career Paths and Elections Process President’s Advisory Panels. She has also co-chaired RRC Education Masterminds.
Industry Involvement: As a licensed instructor, Addie is a faculty member of Residential Real Estate Council, Florida REALTORS® and her own real estate school. She also teaches leadership courses for National Association of REALTORS® (NAR). Her leadership roles include president of the REALTORS® Association of Lake and Sumter Counties, director on the NAR Board of Directors, and director for Florida REALTORS®, with committee service focused on professional development and legislative affairs.
Want to get involved in leadership? Learn more at crs.com/about/ leadership
Community Impact: Addie founded the Touchstone Community First Foundation to support people facing temporary housing issues and students attending trade schools. She currently serves on the Lake County Planning and Zoning Board and the Affordable Housing Advisory Board, previously chairing the Board of Adjustments and a local Community Redevelopment Agency.
Vision: “I serve because I care and know I can make a difference. I care about our members, our customers and the future of our industry. My career as a REALTOR® has shaped me, and I am committed to helping today’s agents and future generations build a brighter future.”
Addie Owens, CRS First Vice President
BOARD OF DIRECTORS
Lindsey Culver, CRS
Professional Background: Licensed since 2006, Lindsey Culver has built her career on guiding clients through the home-buying and selling process with integrity and dedication. In 2015, she teamed up with her husband, Noah, to form a powerhouse real estate team serving the Portland metro area and Willamette Valley.
RRC Leadership: Earning her CRS designation in 2021, Lindsey began serving on the RRC Oregon Board. She advanced to Finance Leader (2022–2023), President-elect (2024), and President (2025).
Industry Involvement: Lindsey is active in numerous industry organizations including the Women’s Council of REALTORS® (WCR) since 2006, where she served as Oregon Governor (2015–2016). She’s also a member of the Asian Real Estate Association of America (AREAA), the National Association of Real Estate Brokers (NAREB), and the National Association of Hispanic Real Estate Professionals (NAHREP). Her service with National Association of REALTORS® (NAR) includes committees for Professional Development, REALTOR® Safety, REALTOR® Meeting and Conference, and Housing Opportunity. Locally, she serves as the 2025 President of the Portland Metropolitan Association of REALTORS® Recognition: Lindsey is a Major Investor in RPAC and part of the President’s Circle Golden R. She is also a 2020 graduate of the WCR National Leadership Institute.
Ingrid Prather, CRS
Professional Background: Ingrid Prather began her real estate journey in 1991 and celebrated more than two decades as the broker/owner of Premier Properties Realty in Athens, Tennessee, in 2024. Her communications degree from the University of Tennessee at Chattanooga laid the foundation for her successful career.
RRC Leadership: Ingrid served as RRC Tennessee State President in 2023, leveraging her 14 years of experience as an instructor and course author to advance the Council’s educational mission.
Industry Involvement: Ingrid’s leadership includes serving on the 2024-2025 National Association of REALTORS® (NAR) Advisory Group, as 2025 RPAC Trustee Vice Chair for Tennessee REALTORS®, and as a 2025-2028 NAR Director. Her committee service spans NAR’s Fair Housing Policy and Diversity committees, and she graduated from the NAR Leadership Academy in 2015. Locally, she served as RCAR President in 2012 and RCAR MLS President in 2021.
Recognition: Ingrid’s dedication has earned her numerous accolades, including Tennessee CRS of the Year (2024), RCAR REALTOR® of the Year, and the RCAR Presidential Award. She is also a proud RPAC Major Investor and a Golden R President’s Circle investor from 2020 to 2024.
Community Impact: Ingrid has served as McMinn Habitat for Humanity President (2022-2024), on the Athens Area Chamber of Commerce Board of Directors (2022-2024), and as a member of Women United in Community Service (2000-2023).
Thoughtful. Easy. Perfect for client appreciation, charity events, milestones, or personal getaways. Redeem towards a 7-night resort stay in spacious accommodations worldwide. Hassle-free online purchase,
Ingrid Prather, CRS Board Member
Lindsey Culver, CRS Board Member
Have a great story to share? Email social@crs.com or look for discussions happening online on our Facebook, Instagram, LinkedIn and X pages.
What is a quote or saying you think of when you’re having a challenging day or sale?
“‘What a difference 24 hours makes!’ Because the situation could be completely different the next day!”
Constance Ryan, CRS , sales agent at Century 21 Galloway Realty, Oswego, NY
“‘In everything give thanks’ — The last thing I see when I leave my house!”
Paula Gilley, CRS , associate broker at Mason Dixon Realty, Rising Sun, MD
“‘This too shall pass’ and ‘Smooth seas never made a skilled sailor.’”
Robert Little, CRS , sales agent at RE/MAX Advantage, Henderson, NV
“Keep smiling; tomorrow is another day.”
Peggy Wester, CRS , broker-owner at Next Chapter Real Estate, Belgium, WI
“When you can’t find sunshine, be the sunshine.”
Heidi Lynch, CRS , sales agent at Coldwell Banker Vanguard Realty, Fleming Island, FL
“If everything seems to be going well, you have obviously overlooked something— Steven Wright.”
Matthew Rathbun, CRS , Coldwell Banker Elite, Richmond, VA
“Who can I help today?”
Matthew Hoedt, CRS , sales agent at Realty ONE Group Scottsdale, Scottsdale, AZ
“Here’s another opportunity to learn something or develop this new skill.”
Missi Howell, CRS , associate broker at The Legends of Real Estate, Jacksonville, FL
“My dad used to always say, ‘You will always be problem-solving in life; you might as well make money problem-solving.’ Helps me to put things in perspective.”
“If there weren’t problems to solve, we wouldn’t have a job! Always learning from problems…”
Eva Bowen Baumgarten, CRS , sales agent at Coldwell Banker Select, Tulsa, OK
“There are two types of people—basement people and balcony people. Who can I pull up to the balcony today?”
Rob McGuirt, CRS , broker-owner at Charlotte Select Properties, Concord, NC
“Is this an inconvenience or a tragedy? You get to decide…”
Linda Johnson, CRS , sales agent at Coldwell Banker Realty, Edina, MN
“‘This is why they need me… and I’m grateful to have the business.’ I’m their chief problem-solver and solution-maker!”
Melissa Lundgren, CRS , associate broker at Berkshire Hathaway HomeServices California, Palm Springs, CA
Moving on Up in the Mid-Atlantic
While we often think of CRS referrals as coming from out of state, the in-state network is even more important. That’s why our state leaders try so hard to develop strong local networking events and opportunities.
In 2024, Grace Masten, CRS, in Ocean City, Maryland, referred me to a family friend who was both selling and buying a home in my area, Crofton, Maryland, between Washington, D.C., and Annapolis. While our towns are only two-and-a-half hours apart, we both know there is a world of difference between markets and it’s most important to specialize in an area to represent our clients well. Masten’s business is selling homes and condos in a heavily resort and second-home market, while I mostly work with primary homebuyers in a military and government relocation market.
When I met the Valentine family, they lived in a tiny townhome with their two small daughters and wanted to upgrade to a single-family home nearby. They loved their community and hoped to stay while finding a home within their $750,000 budget. While homes in this area are competitive, and they expanded their search wider than they originally planned, eventually the perfect home in Crofton was listed, and they moved only about a mile away to a home with plenty of space for their growing family. Referrals from CRSs are such a valuable part of my business. And I love that I can rely on top-tier professional agents all over the country to serve my clients, too.
Grace Masten, CRS , broker-owner at Sea Graze at North Beach Realty, Ocean City, MD
Rick Bellairs, CRS, sales agent at Berkshire Hathaway Home Services, Woodstock, IL
Vicki Sheil, CRS, associate broker at @Properties, Chicago, IL
TO LEASE OR TO BUY IN CHICAGO
Looking for your next great referral?
Connect with topproducing Certified Residential Specialists through Find a CRS. Search agents at Find.CRS. com or on our Find a CRS mobile app.
I am with Berkshire Hathaway about 60 miles northwest of Chicago. My daughter lives in Chicago. One of her friends was renting and looking to buy a condo in the city. I am close enough that I could have helped him, but it is not a market I know well. When I need a REALTOR ® outside my area, I always go to the CRS directory. I know I can trust the expertise of a fellow CRS. I went to the directory and found Vicki Sheil, CRS, with @Properties. When I read Sheil’s bio, I thought she’d be perfect since she was familiar with and had lived in areas where my buyer was looking. He was on the edge whether to renew his lease or buy. Vicki took him out and, in no time, found a home he was interested in and helped him get it. Everything was smooth, and our mutual client is very happy with his new home.
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Get the best real estate hacks and tips at your fingertips! Subscribe to our YouTube channel and stay ahead of the game. Follow us at @ResidentialReal EstateCouncil
5 Zoom Hacks
Every Real Estate Professional Should Know
Effective communication is crucial in the real estate business, and video conferencing platforms like Zoom have become essential tools. Whether you’re hosting virtual property tours, connecting with clients, or collaborating with your team, mastering Zoom can elevate your professionalism and efficiency. Zoom is more than just a platform for meetings—it’s a tool that enables real estate professionals to reach their
clients, engage prospects and build relationships without geographical barriers. From hosting interactive webinars to conducting seamless virtual home tours, Zoom’s features can help you stay ahead in this competitive market. However, just hopping onto a call isn’t enough. To maximize the potential of Zoom, you need to know its hidden tricks and advanced features. Here are some tips to make your video conference calls seamless and impactful.
1
Add a Profile Picture
Sometimes, you may not be camera-ready or prefer to stay off-camera during specific scenarios, such as eating during a long call. Adding a profile picture ensures your presence is still professional.
How to Add a Profile Picture
1. Log in to your Zoom account on your desktop or app.
2. Go to “Profile” under your account settings.
3. Upload a high-quality headshot that aligns with your professional brand.
This little tweak keeps your connection solid and professional, even when the camera is off.
3
Mute Zoom Audio When Joining a Meeting
We’ve all been there: joining a Zoom call late, only to realize your microphone is unmuted while your dog barks or the doorbell rings. Avoid this embarrassment by muting your audio by default.
How to Mute Audio on Entry
1. Navigate to Zoom’s settings (click the gear icon).
2. Under the “Audio” tab, check “Mute my microphone when joining a meeting.”
This feature ensures that you’re always in control of when and how you speak during a meeting.
5
2
Use Virtual Backgrounds Like a Pro
Virtual backgrounds are a fantastic tool to maintain a professional image and eliminate distractions. You can even use them for personal branding, showcasing your logo or a beautiful background of a listed property.
How to Set Up a Virtual Background
1. Open your Zoom app and click “Preferences” (or “Settings”).
2. Go to the “Virtual Background” section and upload your chosen image.
Note that virtual backgrounds work best with high-quality cameras and good lighting. If your device struggles, you can still use static image backgrounds— try uploading pictures of luxury homes or serene landscapes to create an appealing atmosphere.
To stand out even more, customize your virtual backgrounds to feature your brokerage logo or a tagline about your services. This subtle yet effective branding reinforces your professionalism and makes a lasting impression.
Schedule Meetings in Advance
Use Zoom’s scheduling tool to send invites directly to your client’s inbox. This ensures everything is organized and communicated clearly.
4
Stream Zoom Meetings to Facebook Live or YouTube
Host webinars for buyers and sellers or engage your community by live-streaming your Zoom calls to platforms like Facebook Live or YouTube. It’s an excellent way to boost visibility and share valuable knowledge with a larger audience.
How to Stream Live from Zoom
1. Log in to your Zoom account and open “Settings.”
2. Under “In Meeting (Advanced),” enable the “Allow live streaming meetings” option.
3. Select the platform you want to stream to before your webinar starts.
You could invite industry experts, such as appraisers, mortgage specialists or title agents, to share their insights during live property discussions. These sessions can not only generate leads but also position you as a trusted authority in real estate.
6
Make Zoom Work for Your Real Estate Business
For real estate professionals, upgrading to Zoom Pro could be a game-changer. At just $14.99 per month, it eliminates the 40-minute limit on free group calls and allows sessions of up to 24 hours. You’ll also gain access to features like cloud recording, multiple hosts and more, making it easier to collaborate with colleagues or record client calls for future reference.
Mastering video conferencing is no longer optional for real estate professionals—it’s a necessity. By utilizing these Zoom hacks, you can elevate your virtual meetings, build stronger client relationships and distinguish yourself in a tech-savvy market.
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ARTIFICIAL INTELLIGENCE
CRS Designation: Earn 8 hours of credit!
Check if this course qualifies for continuing education credit in your state.
The Residential Real Estate Council’s AI Certification empowers agents to elevate their business with advanced tools like CRM systems, chatbots, and AR/VR technology. These resources enhance client interactions and streamline daily operations, helping agents work smarter.
Along with practical skills, the certification emphasizes responsible AI use, focusing on transparency and data privacy. This program equips you to stay ahead, drive growth, and seize new opportunities in real estate. Embrace the future with AI.
I look forward to referencing this material for months and years to come.
