By: Nicole Slaughter Graham
From economic shifts to sudden changes in buyer behavior, agents have to be ready for whatever the market throws their way. In a recent episode of the Drive with NAR podcast, host Marki Lemons Ryhal sat down with two experienced professionals from the Chicagoland area—Kat Barry of Modern Living at Compass and Lateefah Neal of NTS Realty Group—to share practical strategies for managing the inevitable ups and downs of the business.
Organize in the Slow Seasons
“You’ve got to stay ready so that you don’t have to get ready,” says Barry. That means using downtime to organize your systems, update your email templates and prepare checklists for different types of transactions. Having these processes in place ahead of time makes busy periods far more manageable.
Neal agrees. She uses slower seasons to get herself organized personally and professionally. That includes handling administrative work, reviewing taxes and prepping for the inevitable busy cycle ahead.
Use Data to Your Advantage
Lemons Ryhal encourages agents to study reports like NAR’s Profile of Home Buyers and Sellers and the Opportunity Zones Report. These tools are designed to help agents stay ahead of trends and tailor their business strategies to match what’s happening in the market.
Staying educated allows agents to serve clients more effectively, Neal adds. “The market is constantly changing—interest rates, laws, lending guidelines. It’s our job to keep buyers informed so they’re not caught off guard.”
Plan Your Touchpoints
Slow periods are a great time to build in value-driven touchpoints with past clients. Barry suggests creating “set it and forget it” communications, such as reminders about tax documents, homeowner exemptions or seasonal maintenance tips. These small, proactive gestures keep you top of mind and position you as a long-term resource.
Lean into Technology
Automating repetitive tasks saves time and energy. A slower market is the optimal time to invest in learning or trying out the various tech applications available to streamline business. Doing so will make the busy season more efficient.
For example, Lemons Ryhal uses ChatGPT to help generate content ideas and holiday-themed posts, streamlining her marketing workflow and keeping the wheels moving. Barry leverages the tech tools that her brokerage offers, while Neal emphasizes the importance of staying organized with cloud-based systems and digital planning tools.
Prepare Buyers with the Right Tools
Helping clients navigate the market begins with understanding their needs—and being ready with the right resources. Once again, a slower market is the perfect opportunity to create and tailor the resources you’re providing to your clients.
Barry has created digital guides that outline each step of the buying and selling process. Neal has compiled a list of trusted lenders, including those who specialize in down payment assistance or non-traditional financing options.
Be aware of education requirements that are tied to certain financing options. “Many of these [down payment assistance] programs require a certification class,” says Neal. “Be ready with those tools so clients don’t hit unexpected snags.”
Build Community Through Organic Outreach
Both Barry and Neal emphasize the importance of building your business around genuine connections. Neal focuses her prospecting efforts on hyperlocal community involvement—block parties, festivals and local parent groups. Barry hosts micro-events and mixers that bring her sphere together and reinforce her role as a trusted adviser.
“It’s not about selling,” Barry says. “It’s about being present and personal. That’s what sticks.”
Evolve with the Market
What’s the biggest change Barry is making this year? She’s focusing on listings—and refining her marketing to reflect that shift. She tells Lemons Rhyal that in her experience, and supported by NAR’s research, many sellers today are older adults. She has been creating resources to cater to the needs of those older adults. For example, she made a video about downsizing, featuring her own parents and promoted it via mailers and social media. She said it was one of her highest-performing pieces of content to date.
Neal’s focus this year? Listening more. “I want to know my clients’ ‘why,’” she says. “Why are they buying or selling now? What does their situation look like in this market? Listening helps us guide them better.”
The agents agree: adaptability, consistency and connection are the keys to longevity in real estate. By using downtime wisely, investing in systems, and staying in tune with clients’ needs, agents can face market surges and slowdowns with confidence.
The Drive with NAR podcast provides insights about the sales strategies, resources, industry tools and safety tips your fellow REALTORS® are using to steer their business forward and stay safe in the field. Check out past episodes here.
Nicole Slaughter Graham is a contributing editor at REALTOR® Magazine and the manager of the YPN Lounge. Connect with her at ngraham@nar.realtor.