Turning Market Data Into Powerful Client Conversations
Turning Market Data Into Client-Ready Talking Points (with Persuasive Language)
It’s easy to quote market stats. Few do. If they do, they’re based on an article the agent has read or something they’ve heard from someone else. Right?
It’s one of the reasons I write this weekly for you. (Well, almost weekly. I’m human and life happens… I got this out 48 times last year, or 92% of the time)
Anyway…
Stats are easy to pull from MLSPIN (not as easy from Statewide). Most do it without context or helping their clients, or the public in general, to understand what it means and how to make decisions based on the information.
And, if I’m being 100% honest… if you don’t, AI will.
I know that’s uncomfortable to hear. And yet I’m not here to pat anybody’s ego. You need to be able to provide context.
And confidence.
Agents who win trust will win business. Here’s a practical, step-by-step approach for using monthly market data in persuasive, actionable ways, inspired by Phil M. Jones’ conversational techniques.
If you didn’t attend the MAR Conference in Springfield last September, you missed an opportunity to hear him (that, alone, would have been worth the cost of the event).
Over the next few weeks, I’ll be writing about a presentation he made called “How to Persuade and Get Paid”, and I’ve adapted what I’m writing here to incorporate some of what he shares… because it’s some of the best sales strategies I’ve ever heard and so practical and deployable.
If you want a copy (via Audible), let me know.
Step 1: Pull the Right Data (Monthly Snapshot)
Absorption rate (homes sold ÷ homes listed, past month… so the last 30 days… and do the same thing for the past 6 months)
Pending ratio (homes under agreement ÷ total active listings). This tells you how active the market is. If possible, break this down by price band because homes in the $400,000 band perform differently than homes in the $1.2M price band… right?
Average days on market (DOM). Also break this down by price band.
Inventory count (total active listings)
How: Run a “Market Activity” report in MLSPIN for the past calendar month and for the past 6 months. Focus on your core towns and price ranges. This isn’t as straightforward in Statewide… so send me a message and we can work through this together.
Step 2: Translate Data Into Persuasive Talking Points
For Buyers
"Just imagine what it would feel like to get the home you want, knowing that 45% of listings in Easton sold this month. That means nearly half the buyers are acting quickly—so when you see the right home, what happens next is all about your readiness."
"How would you feel if you missed out because you waited, especially when the average home is selling in just 32 days? If a listing lingers for 45+ days, that’s when we might have room to negotiate."
BTW, I’m not talking out of my ass about this. I had this exact conversation with a client 2 weeks ago about listing his home in Taunton and buying a home in the $850,000 - $950,000 range in Easton… and, on average, only 1 home per month in that range comes on the market in Easton, so having a contingent offer will make it VERY hard to get an offer accepted… AND… there were 5 homes on the market in the price band for his home… the most active price band in his market… so if he wants the best price, the time to list is NOW.
Photography is on Tuesday.
For Sellers
"What happens next if your home hasn’t had an offer after two weeks? With only 30% of new listings in Mansfield going under agreement this month, it’s likely time to review our price together."
"Just imagine your home standing out, even as inventory rises 12% from last month. To make that happen, pricing and presentation become your secret weapons."
Step 3: Using Data in Real Conversations
For buyers: Use stats to justify urgency or negotiation, always connecting the data to the client’s emotions and goals.
For sellers: Use pending ratio, DOM, and inventory to recommend price adjustments or highlight the importance of a strong first impression.
Step 4: Social Media Post Ideas (with Image Descriptions)
Post 1: "45% of homes in Easton sold within a month—are you ready to make your move?" (Pie chart: % Listings Sold, minimal text)
Post 2: "Average days on market in Mansfield: 32. If your home’s been listed longer, let’s talk about a new strategy." (Bar chart: DOM by Town, clean, high-contrast)
Post 3: "Inventory is up 12%—sellers, just imagine the impact of a standout listing." (Line graph: Inventory Trend, simple, dark background)
Agent To-Do List:
Every month: Pull absorption rate, pending ratio, DOM, inventory for your towns.
Compare to last year’s same month for context. For agents I serve, I provide this to you every week with access to Altos Research.
Use the scripts above in all buyer/seller meetings.
Post a stat-driven update to social media using the image ideas provided.
