Working in the housing industry is not for everyone, especially during uncertain economic times. There are strategies for surviving fast-paced multi-offer markets and markets where it may take months to sell your newest listing. 

It’s not going to be a Barbie or Brat summer. Thanks to the war in Iran, this year will be the summer of “squeeze-flation,” meaning that we are going to have to squeeze everything we can get out of the next few months. We’ll be squeezed financially and mentally, while actively trying to keep our businesses and personal households on track.

Here are three ways my team is adapting lead management, consumer conversations and even our presence on social media as daytime temperatures and geopolitical tensions rise. 

1. Switching into sandbagging strategies

Moving through our CRM tool, we are approaching with less urgency to close as soon as possible, and instead nurturing to spread out closings and generate a predictable income goal. It’s an old school “client sandbagging” tactic that your boiler room real estate coach or sales manager will likely hate.  

Instead of pushing 10 clients to close in one month, we are slowing down timelines so we will hopefully close seven clients each month for the next three months. 

This simple change in mindset takes thoughtful planning, and it’s less about competition and more about spreading out work and reducing stress for your team, your clients, and your sanity during difficult times.

Takeaway: Instead of worrying that you are not pulling in enough business, or what next month’s business will look like. Start focusing on spreading out the business you have to reduce stress and to create more regular closings. Why would you try to juggle six closings at the end of the month, when with a little planning, you can have three at the end and three to start off the next month strong? 

2. Nurturing leads from some day to next steps

I’ve noticed that prospects have been quiet, a little more cautious and definitely more conservative about their budgets. It’s less about the ideal space and more about ensuring the space they need is functional within their current and future budget.

This means that this market calls for repositioning the sales pitch. First, when they mention worries about long-term financial planning and short-term monthly budgets, we are doing a deeper dive into information gathering. 

This could be as far as figuring out current monthly expenses and talking about what are positives and negatives about their current situation, and laying that against the potential cost increases or savings against a new housing footprint.

For many clients, predictability equals safety. If they feel like they are barely getting by now, and your listing is at the top of their budget, your job is to convince them to consider alternatives and not just give up altogether.

Since my team is already slowing down the pace, that “extra time” is going into more discovery to turn lukewarm clients into leads that have a scheduled closing date in the future. It’s a two-step process: Educate and offer a next step.

Here is an example:

Educate

I know that the cost of oil heating is a big concern for your personal budget, and the house you originally fell in love with has an oil heating system. I have done some research about how much it would cost to upgrade that old system, and I have found a similar home without an oil heating system nearby that we could go see together.

The next step

Are you available Saturday to go see the other home, or would you like me to send you the estimate I found?

Takeaway: Consumers are overwhelmed, and thinking about summer vacation seems like much more fun than putting down escrow on a home that may not be their dream home. Taking more time to research and discover their story will help you figure out what their next step is, instead of just letting them cruise through the summer without a plan. 

They reached out because something has changed, and moving could help. Simplify the process and remove barriers that are in their way.

3. Snailing down social

I’ve slowed down our posting … way down. What? Why? Again, consumers are overwhelmed with media. I’m only posting the best of the best. If I’m going to take a moment of their time, I want it to add value.

That means sharing the best pictures, the best stories, the best events, magazine-worthy stages and spaces (and a few virtual staged ones as well). I’m sharing blogs and reflective language that are less about pushing sales and more about education and culture.

I’ve been through all types of market swings, I’ve seen amazing viral posts, sloppy terrible posts, posts that break my heart, posts that light fire through my body, and right now, it feels important to not put out content for the sake of following a prescribed schedule for views, likes, etc. 

We are also researching how ChatGPT and other AI large language models are scrolling social media, digital content and reviews to create “recommendations” for their user base. This is a slow process, as it’s developing right before our eyes this spring, and will definitely factor into how we build marketing strategies for 2027. 

Takeaway: I’m no longer following a post X times per week, per month, trying to “hack” the system or win free leads. We are doing carefully planned campaigns anchored with blog posts, fewer videos and more meaningful, curated photos. We want our marketing to be a breath of fresh air, not a loud sensory overload to distract or catch someone’s attention. 

Squeezing out results with less

I don’t think there is a single person in our industry from top to bottom who isn’t feeling squeezed from several sides at the same time. How do we leverage results when everyone’s focus feels paycheck to paycheck?

Which problem do we as sales professionals tackle first?

• Volume of leads?
• Readiness?
• Liability?
• Rising cost of every type of insurance?
• Rise in utilities?
• The right thing to say to a client who is worried about all of those things?

By slowing the squeeze, we are giving ourselves more time to thoughtfully problem-solve issues and concerns. Agents and housing professionals whose top skill is emotional intelligence will shine this summer, as they will stand out from the crowd because they know trying to pressure or squeeze a sale in these conditions is a disaster waiting to happen. 

Slow down, take a breath, survey what potential is lurking in your email, text messages, social media messages, past calendar appointments and perhaps even in that long-forgotten house anniversary celebration list. Your next referral is not unknown; you just haven’t figured out their next steps yet. 

Rachael Hite is a senior housing counselor, writer, and thought leader in real estate and aging. Follow her work on Instagram and LinkedIn.