Is it a buyer’s market? If I had a dollar for every time someone has asked me that question, I’d probably be able to buy a house. The answer is that in many parts of the country, it already is. The catch is that today’s housing market doesn’t fit neatly into one national headline. |
Big headlines often create big expectations. The World Cup was no exception. While record crowds captured the spotlight, many hospitality investors discovered that sold-out stadiums don’t always translate into sold-out hotel rooms. |
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A newsletter reader recently asked when I thought we could expect the housing market to officially shift into a buyer’s market. My answer is that much of the country is already there, but the transition looks very different depending on where you are. Redfin estimates that sellers outnumbered buyers by 48.5% in June, giving buyers more leverage nationally. The strongest buyer's markets are concentrated in the Sun Belt, while parts of the Northeast, Midwest, and the Bay Area still favor sellers due to limited inventory.
I personally expect the market to continue moving slowly in buyer’s favor, particularly if homes continue sitting longer and sellers become more willing to negotiate. However, much of that leverage stems from affordability keeping buyers on the sidelines. High mortgage rates, home prices, taxes, and insurance costs have priced some households out and discouraged others from even looking. Buyers who can afford to participate may have the upper hand, but that does not necessarily make this an easy market to buy in.
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A sharp drop in mortgage rates could also quickly change the balance. Lower rates would improve purchasing power, but they could bring sidelined buyers back before inventory has time to catch up, increasing competition and pushing some areas back toward a seller’s market. Rather than expecting one national turning point, I believe we will continue to see a patchwork of buyer-, seller-, and balanced markets that vary by location, price point, and property type.
💡Agent Tip: Make sure you know which clients are actively looking to buy, which homeowners may have something to sell, and who needs a follow-up. Instead of trying to keep every detail in your head, use a CRM to organize contacts, conversations, and next steps. I recommend ClickUp, which is also one of The Close’s top free CRM options for real estate professionals.
What this means for the market: 💰 Buyer leverage comes with an affordability catch: There may be fewer competing buyers, but high monthly payments still prevent many households from taking advantage of softer conditions.
⚖️ Lower rates could quickly change the balance: A meaningful decline in mortgage rates may improve purchasing power, but it could also release pent-up demand and reduce buyers’ negotiating room. 📈 The transition may remain gradual: Unless inventory rises substantially, many markets are more likely to move toward balance than into a deep, prolonged buyer’s market. |
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❓What should I cover next? Send us your questions, ideas, or feedback. I read every submission, and your questions could inspire a future section!
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Have you ever advised a client not to buy a property? |
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Have you noticed clients leaving your market because of concerns about wildfires, flooding, hurricanes, extreme heat, or other climate risks? |
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The 2026 World Cup filled stadiums and pushed hotel and short-term rental rates sharply higher around marquee matches, but the broader hospitality boom fell short of expectations. Many fans booked late, stayed only one or two nights, and traveled around to individual games rather than treating the tournament as a longer vacation. Meanwhile, business and convention travelers avoided some host cities, leaving several markets with weaker occupancy on nonmatch days.
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For hospitality investors, the lesson is that major events do not automatically create marketwide demand. The strongest performance was concentrated around popular teams, knockout rounds, and the final, while some host cities saw traditional guests displaced rather than supplemented. Hotels that raised rates successfully around high-demand dates benefited, but properties relying on weeks of elevated occupancy were more exposed when visitors shortened their stays or skipped desirable matches.
Short-term rental investors faced the same challenge. Rates surged around select games, but pricing power was highly dependent on location, matchup, and timing. Investors evaluating future sporting events, concerts, or festivals should underwrite demand on a per-date basis rather than assuming the entire event window will perform equally. The opportunity is real, but the strongest returns may come from flexible pricing and conservative occupancy assumptions rather than headline attendance. What investors are prioritizing now: |
- Event-specific demand: Investors are evaluating major events date by date rather than assuming an entire tournament, festival, or convention will generate consistent demand.
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Displacement risk: Hospitality owners are considering whether event visitors will add to normal demand or replace business travelers, convention guests, and regular tourists.
- Shorter booking windows: Investors are preparing for guests who reserve late and stay fewer nights, making flexible pricing and operations increasingly important.
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📅 Break future events into individual demand dates. 🏨 Compare event demand with displaced business travel. 🧮 Underwrite shorter stays and lower occupancy. |
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One of my biggest takeaways from The Close X Reminder Media’s recent webinar, Stop Chasing Leads, Start Getting Referrals, with ReminderMedia President Luke Acree was that client appreciation events shouldn’t end when the last guest leaves. The best events create weeks of meaningful touchpoints before, during, and after they happen. They’re not just a thank-you. They’re relationship builders that naturally keep you top of mind without feeling like another marketing email or sales pitch.
That idea reminded me of a recent client appreciation event I came across hosted by The Mark Seiden Real Estate Team, which invited clients to a private screening of The Devil Wears Prada 2. Instead of creating an event from scratch, they tapped into a movie people were already excited to see and turned it into an exclusive experience. Clients received a fun night out, the team had the opportunity to thank them for their referrals, and it served as a natural reminder that referrals are always appreciated. The event also reflects another point Luke made during the webinar: the best marketing doesn’t interrupt people’s lives. It adds value to them.
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The Mark Seiden Team also added a raffle to the event because, let’s face it, everyone loves a chance to win something. If you’re thinking of hosting an event, remember the prizes don’t have to be extravagant. I’d recommend reaching out to local restaurants, coffee shops, or other small businesses. You might be surprised how many would be happy to donate goods or an experience. Luke also talked about creating multiple meaningful touchpoints from a single event, and this is a perfect example. A raffle gives you another reason to engage attendees, spotlight local businesses, and keep conversations going long after everyone takes their seats for the film.
My favorite part of this event was the charitable twist. Guests were encouraged to bring food donations for a local food pantry, which the team collected and donated after the screening. It transformed a client event into something bigger. It also reinforces another theme from the webinar: people remember how you make them feel. Supporting a local organization demonstrates that you’re invested in your community, not just your business. That’s the kind of experience clients talk about, the kind they look forward to attending, and the kind that ultimately generates referrals.
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The conversations most likely to create a dispute are often the ones agents never think to document. As an agent, I’ve learned that some of the most important discussions happen outside the contract, whether it’s during a showing, a phone call about pricing, or a recommendation to hire an inspector or other professional. Those moments may feel routine at the time, but if questions arise months later, memories can differ. A simple follow-up email or memo to the file can create a clear record of what was discussed and the guidance that was provided.
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That’s why brokerages should make documentation part of their culture, not just something agents think about when a transaction becomes difficult. Train agents to document recommendations, client decisions, material disclosures, referrals, and any conversation that could influence a client’s decisions. It’s a habit that demonstrates professionalism, creates transparency, and helps clients feel confident that nothing has been overlooked.
The best documentation isn’t written days later when details have faded. It’s completed while the conversation is still fresh. Encourage agents to send a quick follow-up email after important discussions or add a memo to the file. Those small habits not only strengthen the client experience but also provide one of the strongest defenses if questions ever arise. In today’s market, documentation isn’t about expecting a dispute. It’s about demonstrating the professionalism and fiduciary care your agents bring to every transaction.
What’s working right now: |
- Create a documentation checklist: Gives agents a list of conversations that should always be documented, such as pricing advice, inspection issues, important disclosures, referrals, and client instructions.
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Train through real examples: Review past disputes or hypothetical scenarios during office meetings to show how proper documentation can prevent misunderstandings.
- Treat documentation as customer service: Position follow-up communication as a way to reduce confusion and keep everyone aligned, not just as protection for the brokerage.
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🌎 Foreign buyers are pulling back from the US: The National Association of Realtors reports that international home purchases fell 14% over the past year as high prices, limited inventory, and geopolitical uncertainty slowed demand.
🎨 These home features may be turning buyers away: Martha Stewart shares the common design choices and property features that real estate experts say can make a home harder to sell.
⏳ The “Great Posponement” is reshaping homeownership: Fortune examines how affordability challenges are delaying first-time home purchase, marriage, and family formation despite steady employment. |
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Sophia Doyle is a staff writer at The Close and a licensed New Jersey real estate agent with hands-on experience in residential real estate. Sophia brings real-world insight into today’s housing market, combining on-the-ground agent experience with a strong background in communications. She understands the full transaction lifecycle, from lead generation and client relationships to marketing strategy and deal execution. Through her writing, Sophia delivers clear, practical guidance to help agents navigate an evolving industry with confidence and creativity.
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