For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.

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Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.

The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more.

Mortgage rates have climbed to 7.40%, the highest level in nearly three years, and a record share of sellers are cutting their asking prices. Buyers have not disappeared. Many of them are simply waiting.

This edition is about capturing those buyers before the market turns. We will build a "Tell Me When" list for waiting buyers, keep it running with RealScout, and break down what the new rate and price-cut numbers mean for your marketing.

Let's get into it.

Most buyers who stop replying have not given up on buying. They have stopped touring until something changes.

The problem is that most agent websites only offer two choices: search homes or book a consultation. A waiting buyer wants neither, so they leave and you never hear from them again.

A "Tell Me When" list gives them a reason to raise their hand anyway. They pick the change that would bring them back, and you promise to tell them when it happens.

Step 1: Name the wait in the headline

Build one simple page or form. Lead with the buyer's situation, not your services:

Waiting on Rates? We'll Tell You When [CITY] Homes Fit Your Budget.

Pick what would bring you back. We'll watch the market and send you a heads-up when it happens. No pressure to tour.

Step 2: Offer three triggers

Let the buyer check one or more:

Three is enough. More choices slow the form down.

Step 3: Ask for four fields only

Skip pre-approval status, timeline, and income on the first step. A buyer who is waiting will not fill out a mortgage application to join a list. Ask those questions after the first trigger fires.

Step 4: Set up the watch

Turn each signup into a saved search in your MLS client portal or alert tool. Set the top of the price range slightly above their budget so a price cut can bring a home into range. Tag each contact in your CRM by the trigger they chose, so you know what every person is waiting for.

Then send the whole list one short "what changed" email each month, built around three numbers:

Step 5: Send a short message when a trigger fires

Hi [FIRST NAME], you asked me to tell you when [TRIGGER, for example: a 3-bedroom in Riverside came into your range].

It happened: [ADDRESS OR LINK], now listed at [PRICE].

Want me to have my lender partner run the real numbers on this one, or should I keep watching?

One question, two simple answers. Either reply keeps the conversation going.

A note on payment examples

Keep payment math personal and inside a conversation. Federal lending rules (Regulation Z) require extra disclosures when marketing states specific payment amounts or loan terms. If you want to publish a payment example, have a lender partner review it first.

Where to promote the page

Your next step: Build the form with the headline, three triggers, and four fields. Send it to every buyer lead in your CRM who has not replied in 60 days, with one line: "Not ready yet? Tell me what would change your mind and I'll watch for it."

The average 30-year fixed mortgage rate reached 7.40% for the week ending October 8, according to Freddie Mac. That is the highest reading since November 2023, up from 6.30% a year earlier, after seven straight weekly increases.

Buyers are responding the way you would expect:

Realtor.com and Redfin both publish data from their own platforms, and Redfin is owned by mortgage lender Rocket. The direction matches Freddie Mac's independent rate data, which is the number driving everything else.

What this means for your marketing

1. "Buy now" messaging misses the moment

A buyer who just lost about $11,500 in buying power does not want urgency. Content that helps buyers wait smart earns more replies than content that tells them to hurry.

2. Waiting buyers are still worth capturing

Fewer contracts does not mean fewer future buyers. When rates ease, demand can return quickly. The agents with an organized list of waiting buyers get the first calls.

3. Price cuts are content

One in five listings now carries a lower price than it started with. A short, factual "homes that dropped in [AREA]" email gives waiting buyers a reason to stay subscribed. Stick to the price, the change, and the days on market, and follow your MLS and IDX rules when you feature other agents' listings.

4. Sellers need the same numbers

Sellers who list now are competing with more inventory and more price cuts. Sharing your area's price-cut rate in your listing marketing and seller emails helps a seller pick a price that does not need cutting later.

Script for buyer leads who went quiet

Hi [FIRST NAME], rates moved up again, so I'm guessing your search is on hold. That's a fair call.

More sellers in [AREA] are cutting prices, though, and I can watch for the ones that fit your budget.

Want me to send you a heads-up when one does?

Your next step: Pull every buyer lead who stopped replying in the past 90 days. Send them the script above, and add everyone who says yes to your "Tell Me When" list.

We'll see you in the next edition.

Know an agent with a database full of buyers on hold? Forward this their way.

The Real Estate Marketing Update Team @ imFORZA