Some agents spend the whole market shift venting in Facebook groups. Sellers think it’s a bad time to sell. Buyers think it’s a bad time to buy. And a lot of agents freeze instead of adjusting.
That’s your edge. In a shifting real estate market, the agents who win do two things the rest don’t: they know their local numbers, and they control their mindset. Here’s what that looks like day to day.
Why do most agents lose ground when the market shifts?
They only know a sentence or two about the market, which makes them easy to replace. You can’t control rates, inventory or the headlines. You can control how prepared you are and how you respond.
Days on market are up compared to the last couple of years. Price reductions are back to more normal levels. Many sellers are still anchored to the peak, so they’re impatient or confused. That’s not a disaster. It’s a market where talking to more people and sharpening your skills moves you ahead of agents who stopped trying.
What are winning agents doing in a shifting market?
- They know local numbers cold. Days on market, inventory, list-to-sale price trends, price reduction trends and how fast homes are selling.
- They use national data as support only. Then they bring it back to what’s happening for that seller on that street.
- They future-pace sellers. They set realistic expectations up front: more days on market, more reductions, and more withdrawn listings when pricing is off. I cover the follow-through in future-pacing sellers.
- They treat other agents’ whining as a signal. Weaker competition is a green light to work harder and smarter.
That’s mindset plus preparation. You need both.
How do you build a daily market data habit?
Spend five to ten minutes every morning. Set up one email address just for market and industry updates and subscribe to a few solid sources, like NAR, HousingWire, Keeping Current Matters, RealTrends and your MLS stats. Each morning, grab one or two useful data points and write them in a simple talking-points doc you can use on that day’s calls.
Once a week, pull your own MLS numbers: average days on market, new listings, months of inventory, the share of active listings with price reductions, and withdrawn and expired counts. Then turn each one into a sentence you could say to a seller without jargon, focused on what it means for them.
How do you handle “it’s a bad time to sell” with data?
Add context to the scary number. If someone says inventory is up 100%, show them that going from a one-month supply to a two-month supply is technically a 100% increase, but it’s still far below the roughly six-month supply that marks a balanced market. You become the calm, informed voice. They stop reacting to a headline and start listening to you.
Use the same approach for foreclosure headlines or big inventory jumps. Context turns a scare into a conversation.
How do you tighten up pricing conversations?
Use average price reductions and days on market to future-pace sellers: “If we start too high, we burn our best two to three weeks and usually reduce more than if we price right from the start.” Then watch showings, feedback and online activity. Don’t wait months to recommend a change when the market clearly isn’t responding.
What’s the one thing to do this week?
Pick the weekly MLS pull and do it every Monday. Five numbers, five plain-English sentences. Then use them on your next ten calls.
While others vent online, double down on expired listings and lead follow-up. See why agents skip expired listing calls and why that’s your opening.
If you want coaching, scripts and a daily structure for working a market like this, join the Agent Success Academy.
Not sure where to start? Explore Greg’s coaching programs for personal and group support, or dive into the self-paced courses and start leveling up today.
Frequently Asked Questions
How should real estate agents respond to a shifting market?
Know your local numbers, control your mindset and increase your conversations. Use days on market, inventory, price reductions and list-to-sale trends to give sellers and buyers clear context.
What market data should I track weekly?
Average days on market, new listings, months of inventory, the percentage of active listings with price reductions, and withdrawn and expired counts from your MLS.
How do I answer a seller who says it’s a bad time to sell?
Reframe the headline with local context. Explain what the numbers mean for their home, set realistic expectations on days on market and pricing, and show how the right strategy still works.
Should I use national data or local data?
Use national data as support, but always bring it back to the seller’s local market. Local numbers are what drive their decision.
About Greg Harrelson
Greg Harrelson has spent more than 30 years in real estate and still prospects about three hours a day alongside his agents. He’s the Broker/Owner of Century 21 The Harrelson Group and runs offices across the Carolinas, where his team closed close to 4,000 transactions last year. He’s ranked in the top 1% of Realtors nationwide and trained under Mike Ferry, Tom Ferry, Chet Holmes and Tony Robbins. Through the Agent Success Academy, he coaches agents to take more listings, convert more of the leads they already have, and build a business that gives them their life back. Connect with Greg on LinkedIn.
