0:00As we enter the last part of 2026, one of the questions I'm hearing a lot from agents is, "How do I get my listings to sell in this new kind of buyer market?" Hey, my name is Chance Brown. I'm the broker owner of CB&A Realtors and I make video content like this because I am passionate about helping real estate agents build great businesses. It's going to seem kind of a smartass answer, but my answer to that question almost always is if you want more listings to sell, then you need more listings. And that may be counterintuitive in a buyer's market, but the truth of the matter is he who owns the inventory owns the business. And so, let's talk a little bit about what gets us more listings as we move into late 2026 and early 2027. So, one of the things that I find in common with real estate agents, regardless of their production levels or anything else, is that they probably have a lot more business sitting in their database than they really think.
0:59Generally speaking, certainly not you because you're taking time to watch a video like this. Certain people like to think of their database as this is how I send out emails to people and this is how I communicate. and they don't really think of it in a relationship standpoint. And when we look at how do we get more listings, it's the relationships that drive that because most people know a lot of Realtors. And because they know a lot of Realtors, it's the ones that they interact with most frequently or most recently that they're going to use when it comes time to make a decision about buying or selling real estate. So, here's a quick and easy way to uncover some of those opportunities. Go into your CRM. Go into your database and pull every person who bought a home from you in the last 5 years and ask three questions when you're looking at those names. Question number one is, has their family size changed at all? Have they had kids? Have kids moved out? Have they gotten married? Have they gotten divorced?
2:05whatever that looks like. The second question, has their job changed? Have they gotten promoted? Have they retired? Anything like that? And then the third one is, have they lived in the home long enough to have built some equity in there that might either allow them to go out and buy a second home, allow them to invest, or maybe they're looking to upgrade or something like that, and they want the equity from that the current home. If the answer to any of those three questions is yes, it's a reason to call. You don't need new leads. You just need to activate the relationships that you already have. A second option is geographic farming. And you may be giving me a giant eye roll right now, and that's fine. But I'm going to tell you, I think that geographic farming is one of the more overlooked things that you can do from a prospecting standpoint. It just takes time and it takes consistency. And that is hard for some folks. Most people try their hand at geographic farming and they'll mail three or four postcards out into a neighborhood, not get a response, and say, "Well, that didn't work. You know, I'm going to give up on it." That's not farming. Real farming is at minimum a 12month commitment to becoming the undisputed local expert in that area. If it's a community, if it's a section of a community, if it's a small town, whatever it is, you're going to be the expert. It's mail and it's consistently delivered mail. It's a combination with digital presence and making sure that you're delivering content into that specific geographic area. And I think and I am a huge fan of it has to be physical presence at events, physical presence at different maybe HOA celebrations, pictures with Santa, Fourth of July parade, school events, things like that.
4:03You've got to be either sponsoring those or there with a way to capture business. If you do that, you will build a farm that is very successful and continuously spits out listings to you. Farming takes patience, but the agents who stick with it for 12 or more months build a solid listing pipeline that becomes in the long term self- sustaining. A third option is expired listings and FSBOs. And I think both of these get something of a bad name because of the way that they are approached by a lot of agents. FSBO is typically somebody who has either had a bad experience with an agent or is in a money crunch and is trying to save money. We know without question that typically FSBOs do not sell for market value. And so most agents go in with that as the lead. What I would argue is when you're talking to a FSBO, what's the most important thing to you in this sale? Is it the price you get? Is it the amount of time? Are we on a in a time crunch? Is it the experience? And let's see if we can find a way to where we could work with that person that helps them reach their goal without causing them the money, without sacrificing their timeline, whatever that looks like. But if we start by finding out what's most important to them, I think we come off as somebody who's really trying to help and not somebody who's just trying to get out there and get business. The other side of this is expired listings. And the same thing kind of goes here is everybody's quick to point at what went wrong. This is somebody who is probably very frustrated, probably very upset that their home, which they think is probably great, even if it's not, they want to sell their home. they're motivated to sell their home and this hasn't happened and there's probably a lot of frustration and angst around that. And so what we don't want to do is come in and say, "Hey, let me tell you what your old agent did wrong or let me tell you what you should have done." That's the wrong approach. A simple question of what do you feel like didn't work this last time around? If you ask that question, it gives them the opportunity to open up and share some of that frustration. Again, we're not here to place blame. But the other part of that question is the last time around. And the last time around implies there's going to be another time around. And we want to be the person that does that.
6:30And we're here to listen to them and help them find the right solution moving forward. When you shift the conversation to outcome rather than the money, rather than the experience, and you show that you care, you start sounding like someone that is worth talking to. Okay. This next one is a source that I would love to see more agents take advantage of and I just don't think they feel comfortable doing it and so they don't go out and do it. And listen, honest to God, this is something of a cold call experience, but it's not the kind of cold call where you're calling somebody and saying, "Hey, can I list your house?" It's the kind of cold call where there's an opportunity for you to build a professional two-way relationship with someone. And when I talk about this, I'm talking about financial planners. I'm talking about divorce attorneys. I'm talking about probate attorneys and estate planners. These are people who have bakedin clients who might be in a position to buy or sell real estate or need to buy or sell real estate depending on the divorce or the or the probate if that's the case. Attorneys in particular happen to be very good referers by their very nature. And if you can build a reciprocal relationship with those folks, it can pay big dividends. So, here's how you kind of want to approach that. Identify five or 10 of these folks in your in your market. Reach out with a very simple intro. You're not trying to sell anything. You're just trying to say, "Hey, listen. I work with a lot of clients who need whatever that person does. I'd love to know more about how you work so that I can refer you. Grab lunch, grab a coffee, whatever it is, and start to build that two-way street."
8:16because one really good relationship in each of those categories can generate up to five maybe six listings each year. And if you take that to five 10 people, you're talking about real listing inventory that is independent of market conditions. So all of the other sources that I've talked about today require active outreach. This one, the last one, is going to be something that kind of works while you're sleeping if you've done it correctly. I'm going to encourage you to publish consistent, valuable, local content. And I want to kind of focus on the local. There's tons of content out there about the national market. There's tons of content out there about broader markets. What I want you to do is get really narrowly focused into the areas that you want to do your business. And let's talk about market updates. Let's talk about things that are going on in the neighborhood or insights into the neighborhood, schools, tips for sellers, behind the scenes of you getting things ready in your business so they can see how you work.
9:23You start to build a public presence that makes people think of you when it's time for them to make a decision. That happens around the clock. from the first time you put it out there, it just keeps building momentum in the algorithms that social media and search use. I think if you are not really paying attention to the local aspect, sure you can throw some national stats in there, you can talk about interest rates, you can talk about things like that, but if you're not really hitting people where it's important to them, you're missing out on a huge opportunity. The content that you do locally is something that no one else is probably doing. And so the algorithm is going to pick directly up on that and you can't fake that. It's the content that makes homeowners in your target neighborhoods feel like you're the only logical person that they need to call.
10:19So post consistently, post locally, and be patient because it takes time for this to compound before it starts to pay real dividends. But I guarantee you if you if you commit to this and you do it for the next 12 months or so, you are going to reap the benefits of those efforts in a big big way. So there are five sources. All five of them work. The agents who generate listings consistently aren't using all five perfectly. They're using two of three of them really, really well. And they're being consistent. So my challenge for you right now, pick the one or two that fit your market and your personality. build a system around that and execute it consistently regardless of what the market is doing.
11:05Listings don't find you. You build the systems that find them. Hey, if this was valuable to you, I would be honored if you would subscribe, follow, like, share with one of your friends. And if I can ever be of service to you, please don't hesitate to reach
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