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Buyers finally have the upper hand, and most of them do not know how to use it. Nearly half of home sellers handed buyers a concession in May, the highest May share Redfin has ever recorded. That means the agents who can explain leverage, not just list homes, are the ones converting.
This edition is built to help you turn buyer leverage into booked appointments. We will show you how to build a concession menu landing page that captures buyers before the price cut, a free tool that turns every open house visitor into a tracked lead, and the record-setting concession data you can use to reset both buyer and seller conversations.
Let's get into it.
Here is what most agents miss in a buyer's market: buyers know they have leverage, but they have no idea what to actually ask for. They assume "leverage" means a lower price. So they either lowball and lose the home, or freeze and buy nothing. You can capture all of that hesitation with one page.
The play is a "concession menu" landing page. Instead of another listing grid, you build one page that shows the three ways a buyer can use leverage on a home, and what each one actually does to their deal. Most agents have never built this, which is exactly why it stands out.
Here is how to build it.
Step 1: Title the page around leverage, not listings
Use a headline that names the question buyers are actually asking: "What Can You Ask For on This Home Besides a Lower Price?" That framing pulls in every buyer who feels the market has shifted but does not know how to act on it.
Step 2: Lay out the three-option concession menu
Give each option its own short block, in plain language:
Closing-cost credit: best when the buyer is qualified but short on cash to close.
Rate buydown: best when the monthly payment is the real obstacle, since a seller-funded buydown can cut the early payment far more than a similar price cut.
Price reduction: best when long-term value or appraisal is the concern, even though it often moves the monthly payment less than buyers expect.
Step 3: Show one honest example
Numbers make this real. Use a simple comparison or a calculator like the AgentCalc seller credit versus price reduction versus rate buydown tool to show, for example, how a roughly $10,000 seller-funded 2-1 buydown can save a buyer several hundred dollars a month in year one, while the same $10,000 taken off the price might only trim the payment by around $60. Always add a line that these are examples, and that real terms depend on the offer, loan type, lender approval, and seller agreement.
Step 4: Capture the lead with a "run my numbers" offer
Close the page with one low-friction ask: "Send us the address of a home you like, and we will show you which of these three moves would help you most." Collect only name, email, and the home or area they are considering. You are offering a custom answer, not a newsletter.
Step 5: Follow up by naming their real obstacle
When a lead comes in, lead with diagnosis, not a pitch: "Based on what you told us, your bigger issue is cash to close, monthly payment, or long-term value. So we would not automatically ask for a lower price. We would compare a credit, a buydown, and a price cut so your offer solves the right problem." That single message positions you as a strategist, not a door-opener.
Your next step: Build one concession menu page for your top listing or market, then point your open house follow-ups and buyer ads to it instead of a generic search link. You will start collecting buyers at the exact moment they are trying to figure out how to use their leverage.
Capture Every Open House Visitor with Curb Hero
A concession menu page only works if buyers actually land on it. Curb Hero is the free, low-friction way to get open house visitors there, and into your CRM, without a paper sign-in sheet or a clunky setup.
Curb Hero is a digital open house sign-in app. Visitors scan a QR code, sign in on their own phone or your tablet, and their information flows straight into your CRM. It even works without Wi-Fi, then syncs once you are back online.
Why it makes your job easier
It replaces messy paper sign-in sheets with clean, accurate lead data.
One dynamic QR code can point to a sign-in form, a listing page, or your concession menu page, and you can change the destination anytime.
Leads sync to 6,000+ CRMs and marketing tools, so follow-up can start within minutes.
It works offline, so a weak Wi-Fi signal never costs you a lead.
How agents use it
Touchless sign-in: put the QR code on a sign at the door with a value exchange, like "Scan for the full property details and comps."
Smart routing: send open house visitors to your concession menu page so they self-identify their real obstacle while interest is high.
Instant follow-up: trigger an automated text or email the moment a visitor signs in, then follow up personally within the hour.
Pricing
Curb Hero is 100% free for individual agents, with no paid tier required for the core sign-in and lead capture features. Team and brokerage admin plans, which add shared branding, listing sharing, and team lead visibility, start at $50 a month for up to 10 agents, $100 a month for 25 agents, and $150 a month for 50 agents.
Who it's for:
Any agent who hosts open houses and wants clean, trackable leads
Agents who want to route visitors to a smarter landing page instead of a paper list
Teams that host each other's open houses and need leads organized by agent
Who it's NOT for:
Agents who never host open houses or in-person events
Anyone who will not set up the CRM connection or follow up on the leads it captures
Where to start: Create a free account at curbhe.ro, build a branded sign-in page for your next open house, connect it to your CRM, and print the QR code for the front door.
Bottom line: The leverage conversation only happens if you capture the visitor first. Curb Hero makes sure every open house guest becomes a tracked lead you can follow up with, for free.
Seller Concessions Just Hit a Record May High
Home sellers gave concessions to buyers in 46.2% of U.S. home sales in May, up from 43.1% a year earlier and the highest May share in Redfin's records. Roughly one in seven sales (15.7%) included both a concession and a price drop, also a record for the month.
This is happening because sellers now outnumber buyers by a wide margin, which hands buyers real negotiating power. The fuller picture for your marketing:
Concessions are most common in Sun Belt buyer's markets. In Nashville, sellers gave concessions in about 75% of sales.
Buyers can now negotiate for closing-cost credits, repairs, and rate buydowns, not just a lower price.
A seller-funded rate buydown often beats a price cut for payment-sensitive buyers, since it lowers the early monthly payment far more per dollar.
Many sellers are still pricing as if it is 2021, which is why so many deals now close with a credit attached.
What this really means for agents
Buyers have leverage, but most do not know how to use it, and many sellers do not understand why a concession can protect their net better than a public price cut. That knowledge gap is your opening. The agent who can explain the tradeoffs becomes the trusted guide for both sides of the deal.
What to do now
For buyers: stop leading with "offer less" and start asking "what would help most, cash to close, monthly payment, or long-term value?"
For sellers: model concessions against a price cut on a net sheet, so they see the bottom-line difference instead of reacting to a headline number.
Build the concession menu page from this edition so buyers can self-identify their obstacle before they ever call.
Capture open house and online interest with a tool like Curb Hero so these conversations actually start.
Your next step: Pull up your current or recent listings and decide, for each one, whether a concession or a price adjustment solves the buyer's real problem. Then build that comparison into your buyer and seller conversations instead of defaulting to "drop the price."
Quick recap:
Build a concession menu landing page: show buyers the three ways to use leverage (credit, buydown, price cut) so you capture them before the price drop conversation.
Curb Hero turns open house visitors into tracked leads for free, with QR sign-in, offline capture, and CRM sync.
46.2% of sellers gave concessions in May, a record for the month, so the agents who can explain leverage are the ones converting buyers and sellers.
We'll see you in the next edition.
Know an agent whose buyers do not know how to use their leverage? Forward this their way.
The Real Estate Marketing Update Team @ imFORZA