Winning The Day – Page 8 – Winning The Day With Mindset, Models and Marketing

Your Agents’ Old Playbook Is Obsolete. Here’s the Leadership Strategy for What’s Next.

06/09/202506/09/2025 Mark Johnson Leave a comment

As leaders in the real estate industry, our most critical function is to see the turn in the road before our teams do. For the last several years, the path has been straight and the wind at our backs. That has changed. The market has shifted, and the strategies that created top producers yesterday are quickly becoming irrelevant.

That’s why, when an essential industry voice like RISMedia convenes the industry’s sharpest minds for its annual Power Broker Forum, I consider the insights shared to be mandatory intelligence for every brokerage leader. The recent panel in Washington, D.C., featuring the presidents and CEOs of powerhouse firms like Samson Properties, Keller Williams Capital Properties, The Keyes Company, and C21 New Millennium, was no exception.

The message from these leaders was unequivocal: The era of passive agent management is over. If your agents are going to win in this new landscape, it will be because you, as a leader, equipped them with a new playbook. Here are the strategic imperatives you and your leadership teams must be focused on right now.

Mandate 1: Evolve from Data Provider to Strategic Counselor

For the first time in a decade, significant markets are seeing inventory levels climb—Kymber Lovett-Menkiti reported over five months of supply in D.C., while Christina Pappas cited a staggering two-year surplus of condos in Miami. Your agents are facing seller conversations they’ve never had before.

Your Leadership Imperative: Your role must evolve beyond simply providing access to data dashboards. You must actively train your managers and agents to interpret this data and frame a compelling strategic narrative for their clients. Are you running workshops on how to conduct a data-driven listing presentation for a seller whose expectations are anchored in 2022? Are you teaching them to shift the conversation from “your home” to “your biggest asset,” as Donny Samson advocated?

If your agents can’t translate market stats into a clear, persuasive strategy, they will lose listings.

Mandate 2: Build Foundational Skills, Because “Back to Basics” Isn’t Enough

Christina Pappas made the most pointed observation of the day: “The average (agent) has been in this business for less than 10 years and has no idea how to sell or market.” The challenge isn’t “back to basics”; for a significant portion of your roster, it’s about building the foundation in the first place.

Your Leadership Imperative: Audit your training calendar immediately. Is it built for today’s market reality? The panelists were unanimous on the need to get agents back into the office for purposeful, structured training. As a leader, your job is to create an environment where collaboration and skill-building are not just encouraged, but expected.

This is the time to double down on in-person listing workshops, mastermind groups, and role-playing difficult client conversations, building the muscle memory required for proactive, high-touch service.

Mandate 3: Force a Redefinition of Your Agents’ Value Proposition

Perhaps the most urgent mandate came from Jason Carrier, who challenged the industry to “stop talking about how many years of experience we have.” His point was sharp and accurate: tenure is not a measure of talent.

In an era of intense commission scrutiny, a vague value proposition is a liability.

Your Leadership Imperative: You must force your agents to redefine their value in quantifiable terms. Teach them to build a case based on their performance metrics—average days on market, list-to-sale ratio, and a proven marketing plan. Carrier asks his agents to prove they are “10% better” than the competition with tangible results. Are you making this the standard in your brokerage? Are your top producers demonstrating how they quantify their value in your sales meetings? As Carrier noted, leadership must “show what ‘right’ looks like.”

Mandate 4: Be the Executive Producer of the Client Experience

In a market where sellers have more choices, the ultimate differentiator is the client experience. The panel referenced the show “The Bear” to illustrate how one establishment can elevate a simple commodity to a luxury experience.

The value isn’t in the product; it’s in the delivery.

Your Leadership Imperative: Brokerages must be the architects of a superior client experience. This means providing the systems, partnerships, and tools that empower your agents to become indispensable advisors. Are you equipping them with a seller’s checklist, as The Keyes Company does? Are you providing them with resources to help sellers stage and prepare their homes? Your job is to create a framework that allows your agents to confidently “diagnose” a client’s needs and deliver a bespoke, five-star solution that justifies their fee, every single time.

The leaders on the RISMedia stage weren’t just sharing tips; they were outlining a doctrine for modern brokerage leadership. The organizations that gain market share in the coming years will be those whose leaders embrace their role as chief strategists, trainers, and cultivators of talent.

The critical question isn’t just whether your agents are ready for this market. It’s whether you are doing what’s necessary to prepare them.

Price is only an issue in the absence of value.

If you’re grappling with how to implement these high-impact strategies within your own leadership team, let’s connect. It’s time to build the future of your brokerage, not just react to it.

Slow Start to California’s Housing Season as Prices Reach New Highs

06/06/202506/06/2025 Mark Johnson Leave a comment

The California housing market is experiencing a sluggish beginning to the season, with home sales seeing a year-over-year decline for the second time in four months. This slowdown is attributed to a combination of elevated interest rates and persistent economic uncertainty. The condominium market, often a more accessible entry point for first-time buyers, has also seen a softening as affordability and insurability black lists continue to widen.

Market at a Glance

Recent data from the week ending May 31, 2025, shows a dynamic yet challenging market. On a daily basis, there were 556 closed sales, 548 pending sales, and 768 new listings. The median list price for a home in California has now reached $815,000, with the price per square foot at $428. Homes are sitting on the market for an average of 88 days, with a median of 42 days.

Despite the high prices, the market action index indicates a “Slight Seller’s Advantage” at 41, a figure that has remained steady from the previous month. This suggests that while sales have slowed, inventory remains relatively tight, keeping prices firm. Total inventory across the state is currently holding at around 56,395 homes.

REALTORS® Activity and Outlook

In the previous week, real estate professionals saw a mixed bag of activity. While 33.8% of REALTORS® listed a property, a 10% increase, and 24.6% closed a sale, up 12.1%, the number of those entering escrow saw a slight dip of 0.4% to 13.8%.

Looking ahead, REALTOR® sentiment reflects the market’s uncertainty. A significant 46.9% of REALTORS® anticipate that listings will increase, a rise of 3.7% from the previous quarter’s sentiment. However, there is less optimism about sales and prices. Only 23.4% expect sales to go up, a 4.1% decrease in positive sentiment, and a mere 9.4% believe prices will rise, a substantial 9.4% drop in confidence from the last quarter.

A Look at Housing Affordability

A significant factor contributing to the market’s slow start is the increasing difficulty for many Californians to afford a home.

In 2024, less than one-fifth (18%) of all Californian households could afford to purchase a median-priced home of $865,440. To afford such a home, a minimum annual income of $221,200 is required to manage the estimated monthly payment of $5,530, assuming a 20% down payment and a 6.84% interest rate.

The ability to afford a home varies across different ethnic groups. In 2024, 21% of White households could afford a median-priced home, compared to 27% of Asian households, 10% of Black households, and 9% of Hispanic/Latino households.

Economic Headwinds

The broader economic landscape presents a mixed but cautious outlook. While consumer confidence has seen a partial rebound, CEO confidence has fallen due to concerns over geopolitical instability and tariffs, with many predicting a recession in the next 12 to 18 months. Although a key inflation gauge is easing, potential price hikes from major retailers could reverse this trend. These factors are keeping mortgage rates high, causing a stall in the housing market as both buyers and developers adopt a “wait and see” approach, evidenced by a third consecutive monthly decline in construction spending.

Sourced from the California Association of REALTORS® and Altos Research.

Unlock Your Focus: Thrive Through Real Estate’s Ups and Downs

05/30/202505/29/2025 Mark Johnson Leave a comment

In the dynamic world of real estate, we’re no strangers to constant motion. Interest rates dance, inventory shifts, headlines buzz with industry news, and those broader economic “tariffs” can feel like they change the game overnight. While this fast pace is part of what makes our field exciting, it can also be demanding, especially when we’re trying to plan, lead, and perform at our peak.

But here’s an empowering truth: this environment doesn’t have to lead to overwhelm. I was recently reflecting on this very challenge after reading an incredibly insightful LinkedIn post by Juliet Funt – an absolute master at helping leaders reclaim their focus and sanity, and the brilliant author of A Minute to Think. Her work is a powerful reminder that the key isn’t to eliminate uncertainty (if only!), but to manage our response to it. When we allow ambiguity to run unchecked, it can cloud our thinking. But as Juliet often emphasizes, we have the power to choose a different path. It’s about empowering our minds by skillfully directing our attention.

Inspired by her wisdom, let’s explore some truly effective strategies to help you do just that.

Create Space for Clarity: Your “Appointment with Stress”

We all know how those persistent worries – “Is this the right move for my brokerage?” “How can I best support my agents through this market?” “Will that crucial deal close?” – can try to steal our focus throughout the day. One of the most transformative techniques I share, drawn from Chapter 3 of A Minute to Think, is beautifully simple: Make an Appointment with Stress.

Instead of letting anxieties simmer on the back burner, you proactively schedule a brief, dedicated time – say, 10-15 minutes – to consciously engage with them. This is your window to thoughtfully consider the challenges, the “what-ifs,” the uncertainties. Give them your full attention.

Then, when the time is up, you gently close that mental file. You’ve honored the need to process, and now you can fully dedicate your energy to the high-impact activities that drive your success: connecting with clients, mentoring your team, strategizing growth, or finding that perfect recruit. When a worry tries to pop up outside its scheduled time, you’ll have an empowered response: “Thanks for the reminder, but I’ve got a dedicated time for you. Right now, I’m focused on [your current task].“

Amplify Your Attention: Two More Game-Changing Practices

To take your focus and composure to the next level, let’s build on this with two more powerful practices:

Embrace the Challenge (“Bring It On”): This fascinating technique comes from the world of performance. Actors feeling pre-show jitters sometimes find that if they lean into the nervousness, consciously trying to feel it more intensely for a moment, its power diminishes. It might sound counterintuitive, but by courageously facing the emotion on their own terms, they regain a sense of control. The same principle can work wonders for us. When a fear about the market or a challenging negotiation arises, instead of resisting it, try acknowledging it, even inviting it in for a moment. You’ll often find its grip loosens, allowing you to manage it instead of it managing you.
Cultivate a Constructive Inner Dialogue: Sharing our challenges is natural, and connecting with colleagues is vital. However, continuously replaying negative loops about the market, difficult deals, or industry anxieties can inadvertently amplify our stress and drain our energy. When you notice yourself caught in such a monologue, internally or externally, gently pause. Take a moment to connect with your present environment: the feel of your office chair, the sight of a picture on your desk, a deep breath. This simple act of grounding yourself creates a space. From this space, you can consciously choose a more empowering narrative or shift the conversation towards solutions and positive next steps. These small redirections are incredibly powerful for resetting your attention and maintaining a constructive outlook.

Why This Matters More Than Ever for You

As driven brokers, recruiters, and high-performing agents, your capacity for action, strategic thinking, and decisiveness is already immense. These mental strategies aren’t about changing who you are; they’re about amplifying your existing strengths and giving you more control over your inner game.

Think of these practices as essential tools in your high-performance toolkit – designed to cultivate the unwavering clarity, sustained energy, and decisive leadership that set you apart. They help you serve your clients, support your teams, and navigate your business with greater calm and confidence, no matter what the market throws your way. This isn’t just about feeling better; it’s about performing better.

This is how we build the resilience and focus to not just get through challenging times, but to truly thrive.

I’ll meet you in the white space.

A System Will Produce What A System Will Produce, Nothing Less and Nothing More!

More Than Meetings: Why Building Bridges (Through Appointments) is Your Untapped Real Estate Superpower

05/29/202505/29/2025 Mark Johnson Leave a comment

“In the end, someone or something always gives up. Either you give up and quit, or the obstacle or failure gives up and makes way for your success to come through.” ~ Idowu Koyenikan

That quote speaks volumes about resilience. In real estate, the “obstacle” isn’t just a tough market; it’s often the chasm of disconnection between you and your next client, or between a client and their goals. The most powerful tool to conquer that? The humble, yet mighty, appointment.

Think of yourself not just as an agent, but as a master bridge-builder. Every appointment you set, every conversation you have, is another plank laid, another connection forged, spanning the gap between:

A potential client’s uncertainty and their confident decision.
A seller’s desire to move on and the reality of a successful sale.
A buyer’s dream of a home and the keys in their hand.
Your expertise and the community that needs it.

If you stop building these bridges, the “obstacle” of obscurity or inaction wins. If you persist, that obstacle gives way to a thriving network of opportunity.

The Architecture of Connection: What Kind of Bridges Are You Building?

Not all bridges are the same, and neither are appointments. Each serves a unique purpose in connecting needs with solutions:

The “Visionary Blueprint” (Listing Presentations): Bridging a seller’s property with the market, showcasing its value and your strategy to connect it to the right buyer.
The “Empathy Causeway” (Buyer Consultations): Bridging a buyer’s aspirations, fears, and financial realities to a tangible plan of action.
The “Discovery Channel” (Property Showings): Bridging a buyer’s abstract desires with the concrete experience of a potential home.
The “Community Network” (Networking & Past Client Care): Strengthening existing bridges and building new ones that lead to referrals and long-term trust. These are the lifelines that sustain your structure.
The “Opportunity Span” (Investor/Relocation Meetings): Bridging specialized needs with unique market opportunities.

Life’s Intersections: Where Bridge-Building is Most Crucial (The “8 D’s”)

People need bridges most acutely during times of significant change. These are the “8 D’s” – critical junctures where your bridge-building skills become indispensable: Death, Divorce, Diamonds (Marriage), Downsizing, Diapers (Growing Families), Deployment, Default, and Displacement (Job/Career Changes). These aren’t just events; they are calls for a skilled connector.

Deconstructing the Blueprint: How to Become a Master Bridge-Builder (Beyond Just “Setting Appointments”)

Surveying the Land (Proactive Mindset & Identifying Need):
- Stop Waiting for People to Find Your Unfinished Bridge: You must actively seek out points where connections are needed. This means dedicated time for outreach, research, and understanding your community. The obstacle of “no leads” gives up when you proactively survey.
- See Beyond the Transaction: Every interaction is a chance to lay a plank of trust, even if it doesn’t lead to an immediate “crossing.” Your reputation is built on the quality of even the smallest connections.
Designing with Integrity (Value-Driven Approach):
- Your Unique Value Proposition is Your Strongest Material: Why should someone trust yourbridge? What unique skill, insight, or care do you bring? Articulate this clearly and consistently.
- Authenticity is Non-Negotiable: People can spot a flimsy, self-serving structure a mile away. Genuine empathy and a desire to serve are the steel reinforcements of any lasting professional relationship.
The Daily Construction Schedule (Consistent Action):
- One Plank at a Time: Don’t be overwhelmed by the idea of building a massive suspension bridge overnight. Focus on laying one strong plank – having one quality conversation, making one meaningful connection – consistently. The compound effect is powerful.
- Systemize Your Craft: Use your CRM and other tools not as a crutch, but as your skilled construction crew, helping you manage materials (contacts), schedule work (follow-ups), and ensure no part of the structure is neglected.
Stress-Testing Your Designs (Learning from Every Interaction):
- Embrace Feedback (Even “No”): Not every attempted connection will result in a completed bridge immediately. What can you learn? Was the design flawed? Was the approach mistimed? Every interaction is data.
- Adaptability is Key: The landscape changes. Client needs evolve. Market conditions shift. A master builder is always learning, refining their techniques, and trying new approaches.

The Result: A Thriving Ecosystem, Not Just a Single Structure

When you consistently focus on building these bridges, you’re not just completing transactions. You’re creating a network, an ecosystem of trust and reciprocity. Past clients become advocates. New connections seek you out. The “obstacle” of an empty pipeline gives way to a steady flow of opportunity.

Your Next Blueprint:

Instead of “setting an appointment,” think: “Whose gap can I bridge today?”

Who needs to understand their home’s current value?
Who is wrestling with the decision to buy or sell?
Who in your network could benefit from a simple check-in?

Start laying those planks. The world, and your business, will be better for it.

The Unshakeable Brokerage: A Coach’s Guide for Leaders & Recruiters to Build & Win Through Empathetic Persistence

05/28/202505/28/2025 Mark Johnson Leave a comment

As a coach to dynamic brokerage owners, leaders, and recruiters like you, I’ve seen a common thread in those who not only succeed but build truly resilient and attractive organizations: unshakeable, empathetic persistence. This isn’t just a sales tactic you teach your agents; it’s a foundational principle for your leadership, your team building, and your strategic growth.

Let’s explore how you can master this vital approach in your specific role.

Your mission is to build a thriving brokerage and attract the very best talent. This requires inspiring belief – in your vision, your culture, your value proposition, and the future you’re creating. That inspiration is directly fueled by the genuine confidence and unwavering commitment you embody. This is where your empathetic persistence becomes your greatest asset.

The Critical Distinction You Must Model & Master: Empathetic Persistence vs. Counterproductive Pressure (in Leadership & Recruiting)

In your leadership roles and recruitment efforts, understanding and applying this distinction is paramount:

Pressure-Driven Approaches (What to Avoid):
- For Leaders: Micromanaging, imposing unrealistic demands without commensurate support, fostering a culture of fear or burnout.
- For Recruiters: Aggressive or impersonal outreach, over-promising and under-delivering, not genuinely listening to a potential recruit’s needs or career goals.
Empathetic Persistence (Your Path to Success):
- For Leaders: Consistently championing your vision, providing steadfast support and resources for your agents and staff, adapting thoughtfully to market changes, and fostering a culture where people feel valued and motivated to grow with you.
- For Recruiters: Building genuine relationships with potential hires, patiently and consistently demonstrating your brokerage’s unique value proposition, truly understanding their motivations and concerns, and being a trusted advisor in their career decisions.

This is about you consistently demonstrating, through your actions as a leader and recruiter, that your brokerage is the destination for talent and success.

Become an Architect of Excellence: How You Forge a Top-Tier Brokerage & Team

Empathetic persistence isn’t just about weathering storms; it’s about your proactive, strategic efforts to build an exceptional organization. Are you passively hoping good agents will find you, or are you actively architecting a culture and a recruitment pipeline that consistently attracts and retains A-players? Your best results will come from your skillful and sustained efforts in these areas.

The Powerful Signals Your Empathetic Persistence Sends (to Your Team & Potential Recruits):

When you lead and recruit with empathetic persistence, you communicate volumes:

Your Unwavering Commitment to a Shared Vision: Your team and potential recruits see that you are deeply invested in the long-term success and stability of the brokerage.
Your Belief in People (Your Agents, Staff, and Future Hires): They sense that you genuinely care about their growth, well-being, and success within your organization.
A Culture of Support and Resilience: You demonstrate that challenges will be met with strategic solutions and collective effort, not blame or panic.
A Compelling & Authentic Value Proposition: Your consistent messaging and actions clearly articulate why your brokerage is the superior choice for careers to flourish.

Cultivating the 6 Habits of Highly Persistent Leaders & Recruiters (Your Action Plan):

As your coach, I’ll work with you to develop and strengthen these essential habits in your leadership and recruiting:

Champion Your Vision & Celebrate Wins: Consistently articulate where you’re leading the brokerage and actively celebrate team achievements, individual successes, and recruitment milestones.
Lead & Recruit with Clear Purpose: The 8 D’s! Ensure your “why” for the brokerage and for attracting specific talent is clear. This purpose will fuel your long-term efforts.
Anticipate & Strategize for Market & Talent Dynamics: Proactively address industry shifts, predict future talent needs, and develop your strategies for navigating both.
Focus on Consistent, Strategic Action (Not Just Immediate Results): Whether it’s a slow quarter or a hesitant recruit, your focus should be on sustained, value-driven leadership and outreach, not short-term panic. Your moneyball?
Use Feedback & Resistance to Refine Your Brokerage & Approach: Agent concerns, market feedback, and recruit objections are valuable data. Use them to improve your offerings and strategies.
Commit to Your Continuous Growth as a Leader & Recruiter: The best leaders and recruiters are always learning. We’ll focus on enhancing your skills in communication, strategy, and team development.

Why Your Empathetic Persistence is Non-Negotiable for Brokerage Growth & Talent Acquisition:

Building a Legacy Takes Time: True brokerage success and a strong team culture aren’t built overnight. Your sustained, empathetic effort is the foundation.
Attracting Top Talent is a Marathon, Not a Sprint: The best agents are often discerning. Your patient, value-driven, and persistent recruiting approach will win them over.
Leadership Credibility is Earned Through Consistency: Your team needs to see you as a steady, supportive, and forward-thinking leader, especially through challenging times.

Your Toolkit: Turning Challenges into Opportunities in Leadership & Recruiting:

When you encounter obstacles, your empathetic persistence, guided by our coaching, helps you transform them:

For Leaders: Addressing agent churn, navigating economic downturns, implementing new technologies or systems, fostering inter-agent collaboration. Your persistent support and clear communication are key.
For Recruiters: Overcoming objections like “I’m happy where I am,” effectively communicating yourbrokerage’s unique differentiators, building a robust talent pipeline even when not actively hiring, and keeping promising candidates warm. Your ability to empathize and persistently offer value is crucial.

Building Your Unshakeable Leadership & Recruitment Edge:

Developing this strategic, empathetic persistence in your leadership and recruiting roles is transformative. It’s how you build not just a successful brokerage, but a respected brand and a magnet for top talent.

As your coach, I’m dedicated to helping you hone these capabilities, integrate them into your operational DNA, and leverage them for extraordinary results. This is about making your leadership and your recruitment efforts both more effective and more fulfilling.

Ready to make unshakeable, empathetic persistence the engine of your brokerage’s growth and talent strategy? Let’s connect to discuss your growth strategy and how you can implement these principles for breakthrough results.

Tax Bill Advances in House: Implications for the Housing Sector

05/23/202505/23/2025 Mark Johnson Leave a comment

The House of Representatives recently passed the “One Big Beautiful Bill Act,” a legislative package featuring several tax provisions with notable implications for the housing industry, homeownership, and real estate investment.

Key Tax Provisions Impacting Real Estate:

The bill includes several measures relevant to the housing sector:

Enhanced Qualified Business Income (QBI) Deduction: The deduction for pass-through entities, which includes many real estate professionals and small businesses in the housing sector, is set to increase permanently from 20% to 23%.
Modified State and Local Tax (SALT) Deduction: The cap on SALT deductions would be quadrupled from $10,000 to $40,000 for households earning under $500,000, with planned annual growth. This change could impact homeowners in areas with higher property and state income taxes.
Permanent Individual Tax Rates: Current lower individual income tax rates are slated to become permanent and indexed for inflation, a factor that can influence overall housing affordability.
Mortgage Interest Deduction (MID) Maintained: The existing deduction for mortgage interest is preserved at its current level and made permanent, continuing a long-standing tax consideration for homeowners.
Treatment of 1031 Like-Kind Exchanges & Business SALT: Section 1031 like-kind exchanges, a provision often utilized in real estate investment, are protected. Current state and local tax deduction rules for most businesses are also largely unchanged, though some limitations are introduced for certain high-income professional services, which are not anticipated to significantly affect most real estate businesses.

Additional Provisions Relevant to Housing and Investment:

The legislation also contains other measures that could influence the housing market and real estate investment:

Affordable Housing Support: Includes enhancements to the Low-Income Housing Tax Credit (LIHTC) to encourage the development of affordable housing.
Family Financial Measures & Home Purchase Incentives: Features an increased Child Tax Credit (to $2,500 through 2028, then inflation-indexed) and introduces new tax-advantaged Child Investment Accounts, which could be used for expenses such as first-time home purchases.
Investment and Estate Planning: Establishes a permanent $15 million (inflation-adjusted) estate and gift tax threshold and renews incentives for Opportunity Zones, aimed at encouraging investment in designated communities.
Business Tax Environment: Restores several business tax provisions, including those for R&D expensing and bonus depreciation. The bill does not include an increase in the top individual tax rate or changes to the tax treatment of carried interest.

These provisions, aimed at supporting homeowners, real estate professionals, and community development, will now move to the Senate for further consideration. If enacted, this bill could significantly shape the financial landscape for the housing industry and those involved in it.

Mindset Monday Recap: The Trust Deficit

05/19/202507/01/2025 Mark Johnson 1 Comment

Every Monday Matters!

For this Mindset Monday, I wanted to share some reflections from a call I led earlier today. We got into a really powerful topic: Working at the Speed of Trust. It reminded me so much of Stephen Covey’s book, “The Speed of Trust.” If you haven’t read it, he makes such a compelling case that trust isn’t just a nice-to-have; it’s something real and measurable that truly affects how quickly things get done and what they cost, both in our work and personal lives.

The big takeaway for me is always that high trust just makes everything flow better, while low trust really bogs things down and adds to the burden.

The Ripple Effect of Trust

One of the things Covey talks about that really resonates is how trust isn’t just about others; it truly starts with us. That idea of Self-Trust, building our own credibility, is the foundation. From there, it naturally extends to our Relationships, the teams we’re part of, how we’re seen in the Market, and even Society as a whole.

Foundational Trust: It Starts With You

It’s a great reminder that building trust with others really has to start with ourselves. Covey outlines these “4 Cores of Credibility,” and I find them so insightful for self-reflection:

Integrity: Am I being true to myself and my values? Is there consistency in what I say and do?
Intent: What’s driving me? I always hope people see that I genuinely care and have their best interests at heart.
Capabilities: Am I keeping my skills sharp and relevant? It’s about knowing I can actually do what’s needed.
Results: What’s my follow-through like? Having a solid track record speaks volumes.

And that Covey quote, “You can’t talk your way out of a problem you behaved your way into,” always hits home. It’s our actions and who we are that really build that solid foundation of credibility.

Building Bridges: The 13 Behaviors of High-Trust Leaders

Once we’re feeling solid in our own trustworthiness, it’s amazing how that can flow into building stronger relationships. Covey shares 13 Key Behaviors that I think are fantastic guideposts for nurturing that Relationship Trust. They’re all things we can actively practice:

Talk Straight: Just being honest and letting people know where you stand.
Demonstrate Respect: Genuinely showing others you care and value them.
Create Transparency: Being open and real, so people can see what’s happening.
Right Wrongs: Owning it when we mess up and making things right, quickly.
Show Loyalty: Giving credit where it’s due and speaking well of others.
Deliver Results: This is a big one for me – getting the right things done and making things happen.
Get Better: Always looking for ways to learn, grow, and improve.
Confront Reality: Tackling the tough stuff directly, even when it’s uncomfortable.
Clarify Expectations: Making sure everyone is on the same page.
Practice Accountability: Holding ourselves and others responsible for commitments.
Listen First: Really trying to understand before jumping in with a response.
Keep Commitments: Doing what you say you’re going to do. Simple, but so powerful.
Extend Trust: Being willing to give trust to others often encourages them to reciprocate.

Putting Trust into Action: Practical Strategies for Our Industry

It was also great to connect Covey’s ideas to what we do every day in our industry. We talked about a few practical things that really bring these trust principles to life for us:

Radical Transparency: This feels so aligned with talking straight. Just being upfront and honest in all our dealings.
Prioritize Meaningful Interaction: Every conversation is a chance to connect, to really listen and show we care.
Become the Undisputed Hyper-Local Expert (and Share It!): This is all about building our ‘Capabilities’ and then generously sharing that knowledge. It shows we’re invested.
Over-Communicate: We all know that feeling when you’re left wondering! Keeping people in the loop proactively is huge for building confidence and showing we’re on top of things. After all, the #1 complaint from consumers can be, “I never hear from my agent!”
Show Your Value, Don’t Just State It: This is where ‘Delivering Results’ really comes into play. It’s about the actions and outcomes that speak for themselves. It reminds me of that saying, “

Repeat business isn’t luck — it’s earned. I deliver results, not promises.

Why This Matters: The Real-World Impact

Thinking about all this, it’s so clear that these aren’t just abstract ideas. In our world, especially with our clients, trust is everything. It’s that feeling when a client comes back, or refers someone new – that’s the best compliment, isn’t it? It tells me, “A returning client is the greatest compliment. Your trust means everything — I deliver, every time.”

I’ve definitely seen how low trust can create so many headaches and slow everything down. But when that trust is there, things just move smoother, decisions happen faster, and it opens the door for so much more. It’s like when clients know,

You need someone who shows up and gets it done — every time. That’s what I do.

Wrapping Up: Investing in Trust, Together

My main reflection from our chat and revisiting Covey’s work is just how vital it is to actively nurture trust. It’s a continuous journey, starting with ourselves and how we show up in every interaction.

Maybe this week, it’s a good opportunity for all of us to think about:

Which of those 4 Cores of Credibility feels like an area I can focus on for myself?
Is there one of those 13 Behaviors, or one of our industry strategies, that I could be more mindful of?

It really is an investment that pays off in so many ways – making things easier, more efficient, and building those strong connections. Here’s to all of us aiming to work at the speed of trust! Because at the end of the day, what we do is truly “Built on trust. Grown through referrals. Backed by real results.” Let’s keep earning it.

Doing the right thing is always the right thing.

Embracing Character: The Rising Appeal and Opportunity in Mature Homes

05/14/202505/13/2025 Mark Johnson Leave a comment

In today’s dynamic housing market, a fascinating trend is emerging: the growing prominence of mature homes. As of 2024, the typical home finding a new owner has a rich history, a testament to its enduring appeal and the evolving landscape of American housing, according to a recent assessment by Redfin. While the price difference between these character-filled dwellings and their newer counterparts has shifted, this opens up exciting opportunities for savvy homebuyers.

The data, spanning from 2012 to 2024, reveals a notable increase in the age of the median home purchased. This isn’t just a statistic; it’s a reflection of a market where established homes in desirable neighborhoods are increasingly in the spotlight. Two key factors contribute to this trend: the inherent affordability that mature homes often present compared to new constructions, and a period of more measured new home development following the Great Recession.

Sheharyar Bokhari, a Senior Economist at Redfin, notes, “America’s housing stock is getting older by the year.” While this is partly due to the pace of new construction, it also highlights a unique chance for buyers to invest in homes with stories to tell and craftsmanship from different eras.

A New Chapter for Homes with History

In 2024, the median age of a purchased home reached 36 years, the highest on record, as detailed in Redfin’s report. This means that many buyers are discovering the unique charm of homes built several decades ago. Specifically, the typical single-family home bought last year was 36 years old, condos averaged 38 years, and townhomes were a younger 23 years old. This is a shift from 2012, when the median age for all homes purchased was 27.

This embrace of established homes varies across the nation. For instance, in Buffalo, New York, buyers are finding value in homes with a median age of 69 years, dating back to 1955. Conversely, areas like Provo, Utah, showcase newer inventory, with a median construction year of 2018. This diversity offers a wide spectrum of choices for discerning buyers.

The Evolving Landscape of New Construction

The early 2000s saw a significant boom in residential construction, with nearly 15% of all existing homes built between 2000 and 2009. Following the 2008 financial crisis, the pace of new construction moderated, with about 9% of current homes built between 2010 and 2019. This was the smallest share of new homes added in several decades, according to Redfin’s analysis.

Looking forward, the period between 2020 and 2023 saw 3.1% of existing homes being newly built. While the pace of new construction continues to adapt to market conditions and economic factors, including recent tariff discussions that could influence building costs, the existing housing stock offers a wealth of opportunities.

Discovering Value in Established Properties

It’s true that traditionally, brand-new homes (less than 5 years old) have come with a higher price tag than those with more history (30+ years old). While this remains the case, the premium for newness has seen an adjustment. In 2024, the median price of a newer home was 31.6% more than an older home. This is a narrower gap compared to 2012, when new homes commanded a 77.9% premium. This evolving dynamic means that the unique value proposition of older homes is becoming even more apparent.

Choosing an established home can be an exciting journey. While they may not always feature the very latest contemporary finishes out of the box, they often reside in mature neighborhoods with established trees, community amenities, and unique architectural styles that newer developments may take years to cultivate. As Redfin Premier agent Jerry Quade alluded to, understanding the condition of an older home is key. This presents a fantastic opportunity for buyers to personalize their space, make updates that reflect their taste, and build equity through thoughtful renovations.

Bokhari further commented on the financial considerations, stating, “Without more construction, buyers are forced to choose from a pool of aging properties that present a new set of financial challenges, especially for those trying to save enough money to climb onto the property ladder.” However, this can also be viewed as an opportunity. Buyers who are willing to invest some TLC into an older property can often secure a home in a desirable location and create a space that is truly their own, often with a more manageable initial purchase price. The character, craftsmanship, and potential for personalization in older homes offer a rewarding path to homeownership and a chance to breathe new life into a property with a rich past.

Source: Based on an analysis of MLS data by Redfin

The Trust Deficit in Real Estate: Why Clients Are Wary and How We Can Rebuild It

05/13/202505/13/2025 Mark Johnson Leave a comment

You’ve felt it, right? That sense that clients are coming in with their guards a little higher these days? Maybe they’re more skeptical, questioning every detail, or just generally seem a bit more on edge. Well, it’s not just in your head. Society as a whole is experiencing a dip in how much we trust each other. A Pew Research poll showed a drop from 46% of people saying “most people can be trusted” in 1972 down to just 34% in 2018. If folks are less trusting in general, you can bet that spills directly into our world of property, contracts, and life-changing financial decisions.

So, how does this societal trust slump play out specifically for us brokers and agents, and more importantly, what can we do about it?

Why the Skepticism? A Real Estate Reality Check:

The “Bad Apple” Effect & Media Glare: Let’s be honest, our industry isn’t always painted in the rosiest light. A few horror stories about shady deals or unethical agents get amplified, and suddenly, everyone’s under suspicion. It’s tough when the actions of a few tarnish the trust for the many hardworking, ethical pros out there.
The Double-Edged Sword of Technology: We love our CRMs, automated market updates, and virtual tours – they’re efficient! But relational expert Julie Nise (from OutcomesOnly.com) warns about over-reliance on screens. If our primary interaction with clients becomes purely digital, we miss out on building genuine human connection. Clients might get information overload from portals but still crave the trusted guidance only a human expert can provide. Are we letting tech replace the personal touch that builds deep trust?
Communication Breakdowns & The Jargon Jungle: Think about it – we speak a language filled with contingencies, disclosures, and market stats. If we’re not crystal clear, or if clients feel we’re glossing over details or not truly listening to their anxieties (which are sky-high during a transaction!), their trust evaporates. In a world of information overload, clarity and transparency from us are paramount.

Julie Nise also highlights that trust often blossoms from R.A.P.P.O.R.T. (Really All People Prefer Others Resembling Themselves). In an industry as diverse as ours, with clients from every walk of life, finding that common ground and genuine connection is more crucial than ever. It’s not about being a chameleon, but about being genuinely interested and empathetic.

Our Action Plan: Laying the Foundation for Stronger Client Trust

This isn’t just fluff; trust is our bread and butter. Here’s how we, as brokers and agents, can actively work to build (or rebuild) it:

For Real Estate Brokers – Leading the Trust Charge:

Champion Radical Transparency: Make your brokerage a beacon of honesty. Be upfront about how things work, from commission structures to agency relationships. No smoke and mirrors.
Elevate Ethics Training: Go beyond the required CE. Host regular sessions on real-world ethical dilemmas, client advocacy, and transparent communication. Create a culture where doing the right thing is celebrated.
Foster a “Client-First” Culture: Ensure your agents feel supported in prioritizing client best interests over a quick commission. This starts at the top.
Systematize Feedback & ACT on It: Don’t just collect testimonials for marketing. Use feedback (good and bad) to genuinely improve your services and address concerns. Show clients you’re listening.
Be the Example: Your integrity, your communication, your community involvement – agents will follow your lead.

For Real Estate Agents – Being the Trusted Advisor:

Prioritize Meaningful Interaction: Yes, texts and emails are quick, but make time for phone calls or video chats, and especially in-person meetings when possible. Let them see your sincerity.
Become the Undisputed Hyper-Local Expert (and Share It!): Don’t just send listings. Explain market dynamics, neighborhood nuances, and the why behind your pricing or negotiation strategies. Your knowledge builds confidence.
Over-Communicate with Honesty: Keep clients obsessively informed, especially when there’s bad news or a hiccup. Explain the process, the jargon, the next steps. No one likes surprises in a real estate deal.
Master the Art of Active Listening: This is HUGE. Before you offer solutions, truly understand their needs, fears, dreams, and budget. Ask great questions and then listen to the answers. Make them feel heard.
Personalize, Personalize, Personalize: Ditch the generic scripts. Acknowledge their unique situation. Buying or selling is personal for them; make your service personal too.
Show Your Value, Don’t Just State It: Use testimonials, yes, but also clearly explain how you’re protecting their interests, navigating complexities, and advocating for them at every stage.
Educate Your Clients: Demystify the buying or selling journey. Walk them patiently through contracts, inspection reports, and closing documents. An informed client is a more confident and trusting client.

The truth is, in an era of skepticism, the real estate professionals who thrive will be those who make trust their non-negotiable foundation. It takes conscious effort, genuine care, and a commitment to transparency, but building that solid bridge of trust with each client isn’t just good for business – it’s the only way to build a sustainable and reputable career in this industry.

Let’s get to work!

Quick note: This piece is inspired by insights from an article by Michael Shiloh titled ‘People Don’t Trust Others Like They Used To. Here’s Why.’ (dated May 13, 2025). Shiloh’s article discusses a significant decline in trust, referencing poll data originally from Pew Research. I’m taking these insights and looking at them specifically through a real estate lens.

Onward & Upward: Key Advice for Your Journey

05/10/202505/14/2025 Mark Johnson Leave a comment

A heartfelt congratulations to all my college-level real estate students, especially my seniors!

Whether you are transferring to a four-year institution, advancing to the next stage of your academic or professional journey, or diligently pursuing your unique dreams, I commend your dedication and wish you profound success in all your future endeavors. This is a significant milestone, and your hard work has truly paid off!

I saw some great advice from James Clear’s “3-2-1” newsletter (May 8, 2025, JAMESCLEAR.COM) perfect for you. He suggests three books for success – focusing on habits, mind, and money.

Here are some key takeaways from his 3-2-1 newsletter:

3 Quick Ideas from James Clear:

Learn to Lose to Win: True success is about resilience. Bounce back from failure, undeterred, and keep moving forward. Your response to failure shapes your success.
Focus Narrows to Freedom: To expand your freedom (financial, physical, intellectual), narrow your focus on what it takes to achieve it. Discipline creates freedom.
Teach to Learn Deeply: The best way to truly grasp a topic? Teach it. Creating something—a book, class, product, or company—forces deeper learning than just reading.

2 Powerful Quotes He Shared:

Jiddu Krishnamurti: “The ability to observe without evaluating is the highest form of intelligence.” (From: The First and Last Freedom) – Pause before judging.
C.S. Lewis: “The sword glitters not because the swordsman set out to make it glitter but because he is fighting for his life and therefore moving it very quickly.”¹ (From: Surprised by Joy) – Focus on doing your best; recognition will follow.

1 Question For You (from Seth Godin):

“Better waves make better surfers. Are you on the right beach?” – Are your surroundings helping you grow?

The 3 Recommended Books (Great for anyone!):

Atomic Habits by James Clear
- Quick Take: Get 1% better daily. A proven system for building good habits and ditching bad ones for continuous improvement.
Don’t Believe Everything You Think, Expanded Edition by Joseph Nguyen
- Quick Take: Master your mind. Overcome anxiety and self-doubt by understanding how your thoughts shape reality, without needing constant motivation.
The Simple Path to Wealth, Revised Edition by JL Collins
- Quick Take: Financial independence, simplified. Straightforward principles for building wealth that will serve you for life.

As you move forward, remember these points. Bounce back, focus, keep learning, and make sure you’re in the right place to thrive.

Go make your mark!

(Source: Adapted from James Clear “3-2-1” newsletter, May 8, 2025, JAMESCLEAR.COM)