Read time: ~10 minutes

Welcome back.

In this edition, you’ll learn how to implement a messaging shift that will produce more leads, a members-only data source to stay one step ahead of your local markets, and what to takeaway from Opendoor’s resurgence as an agent-led platform.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

In this, and every, edition you can expect…

…and to get at least 1% better at generating more of the right type of leads.

How do you follow record-setting success? Get stronger. Take Pacaso. Their real estate co-ownership tech set records in Paris and London in 2024. No surprise. Coldwell Banker says 40% of wealthy Americans plan to buy abroad within a year. So adding 10+ new international destinations, including three in Italy, is big. They even reserved the Nasdaq ticker PCSO.

Invest for $2.90/Share

_{Paid advertisement for Pacaso’s Regulation A offering. Read the offering circular at invest.pacaso.com. Reserving a ticker symbol is not a guarantee that the company will go public. Listing on the NASDAQ is subject to approvals.}

You know that moment when your copy—on your homepage, your social ad, or your listing—feels like it’s talking to itself? You probably fell into the “What” Trap: messaging heavy on descriptions (“What we do, who we are”) and light on relevance.

As a result, your audience doesn’t feel seen, and they don’t stop scrolling.

The shift you need is from B.A.D. messaging to B.E.S.T. messaging. That means focusing on what your customer gets, not what you sell. Let’s break it down step-by-step to show you how to write copy that turns strangers into leads.

When your copy answers “What do we do?” rather than “What’s in it for me?”, it tends to be:

But buyers and sellers don't ask “What do you do?” Instead, they ask, “How is this going to make my life easier or better?” That’s the emotional hook you’ve got to write to.

Here’s your framework:

These aren’t just rewritten lines—they tap into emotion, clarity, and transformation.

Before publishing any headline or intro, ask yourself: “So what?”

This forces you to clarify what your audience cares about.

Great messaging speaks to someone specific, in a conversational tone.

"We deliver state-of-the-art listing presentations."

“You’re tired of blank stares at open houses. Let’s show your home’s best side—no tech yawn included.”

To personalize further, start messages with “You,” include contractions, and keep sentences short.

Let’s apply this framework to three real-estate scenarios:

B.A.D.: “Full-service mortgage consulting and closing management.”
B.E.S.T.: “Stop feeling lost in the paperwork. We'll guide you from pre-approval to move-in with clarity—not confusion.”

B.A.D.: “Detached homes with 3+ bedrooms and flexible space layouts.”
B.E.S.T.: “Finally enjoy evenings in a space that fits you—not excess space that asks too much.”

B.A.D.: “Use of professional designers and targeted advertising.”
B.E.S.T.: “Make every showing feel like home—so buyers fall in love before they walk through the front door.”

Once you’ve written a B.E.S.T. headline or opening line, A/B test it:

Agents who use benefit-led messaging—rather than product-focused content—open emotional connections.

As The Close advises: “Transform features into benefits... appeal to emotional needs or desires.”

For instance, a listing near major highways becomes “Save commute time. Spend more evenings with your kids.”

Emotion, clarity, and transformation make someone pause—and trust that you get them.

Leading with “what” may feel natural—after all, you're proud of what you've built. But your audience doesn’t care how you built it—they care how you’ll make them feel. Use the B.E.S.T. framework to craft benefit-led, empathetic, story-driven, transformational copy. That’s how you go from technically correct—to compelling and lead-generating.

Your next move: Flip the headline on your homepage or listing ad today. Start simple with the “So what?” test and rewrite it using B.E.S.T. Watch engagement—and leads—improve.

The NAR Metro Market Statistics Dashboard enables you to:

The NAR Metro Market Statistics Dashboard is more than data—it’s a strategic advantage.

By accessing deep, local-level insights, agents can elevate their advisory role, anticipate market shifts, and present compelling, evidence-based narratives to clients. It’s a smart, timely tool for agents committed to staying ahead of the curve.

Opendoor has shifted from a capital-intensive iBuying model—where it buys and resells homes—to an agent-led platform built around partnerships and data-driven tools.

This pivot includes a hybrid product called “Cash Plus,” blending immediate cash offers with the option to list homes through partner agents.

The result?

Stronger agent alignment, reduced inventory risk, and improved listing conversions.

In Q2 2025, Opendoor reported $1.6 billion in revenue and its first Adjusted EBITDA profit since 2022

Opendoor’s ecosystem shift shows how agent partnerships, smart products, and tech integration can create a resilient and seller-friendly model. Realtors who align with this model—or adapt similar hybrid strategies—can gain differentiated leads, use tech to close deals faster, and deliver competitive value in a market that increasingly demands flexibility.

Want help crafting messaging or setting up tech tools like this? We’re here to help!

Thanks for reading! Stay tuned for our next edition...

The Real Estate Marketing Update Team @ imFORZA