We're running the 2026 State of Real Estate Marketing survey right now and would really appreciate it if you could fill it out (takes less than 4 minutes).
What social media platforms are converting?
Where is the biggest opportunity for high-quality leads?
What are the top teams doing differently?
Where is AI a time saver and where is it a waste of time?
If Jimmy and I have helped your business, please return the favor right now and take the survey.
Here’s what is on this week’s B.I.T.S. agenda:
🏆 [B]est in Class: 36M views of the fastest home tour ever
💡 [I]deas That Work: Pre-listing move that ends the price fight before it starts
📈 [T]raffic & Attention: Inside the $115M listing breaking Tampa Bay records
🔔 [S]eller Signals: "The neighbor got 58 offers." Here's the new conversation.
Let’s dive in 👇
💡[I]DEAS THAT WORK - What the top listing agents are doing right now.
Stop bringing comps to the kitchen table. Drive past them.
Every agent prints comps. The sharper move is to put your seller in the passenger seat and drive them past three before you ever sit down.
Seeing the competition in person does what a spreadsheet can't: it kills the "but my house is different" objection before the seller ever says it out loud.
The 4-step play:
Text 24 hours ahead: "Before our meeting tomorrow, I'd love to show you the three homes we'll be competing against. Can we meet at [comp #1] 30 minutes before your appointment?"
At each comp, ask one question: "What would make a buyer pick yours over this one?"
Drive back to their house in silence. Don't fill the air. Let them sit with the answer.
Open the appointment with: "Now let's talk about how we make sure they pick yours."
Why this works:
You've reframed the entire conversation before it starts. The seller isn't defending their price anymore, they're problem-solving with you about how to win against real competition they just walked through.
Pricing objections go down. Strategy conversations go up.
And you've shown them, before you've pitched a single thing, that you think about their listing differently than every other agent who's going to walk through that door.
Takeaway: The seller who sees the competition with their own eyes shows up to your appointment ready to strategize, not negotiate.
Tuesday ✅
If you skipped the survey at the top, here's your second chance.
Here’s what is on the rest of our agenda this week:
Yesterday: 36M views of the fastest home tour ever
Today: Pre-listing move that ends the price fight before it starts
Tomorrow: Inside the $115M listing breaking Tampa Bay records
Thursday: "The neighbor got 58 offers." Here's the new conversation.
See you on Wednesday,
- Chris Smith and Jimmy Mackin
