After a Poor Jobs Report Mortgage Rates Are Finally Starting to Lower - Here's What to Do Next

After the Fed announced a few weeks ago that they would not cut federal interest rates we shared tips on how to keep closing real estate deals even when mortgage rates wouldn’t budge. Now, thanks to a weaker than expected jobs report, tapering inflation and other economic surprises, mortgage rates have dropped to a 10-month low. It’s welcome news—but even as rates ease buyers and sellers remain cautious. Smart marketing is still your best move. Here’s how to stay competitive and close more deals now.

Proven Steps to Take Advantage of Rate Drops

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1. Impress potential sellers with your marketing plan 

As rates improve, more sellers will consider making a move, especially those whose current rates are extremely competitive. This is likely to spark a new wave of competition from agents eager to win those listings, and only the ones who can clearly demonstrate how they’ll market a property will stand out. A generic “for sale” sign is no longer enough. Show sellers exactly how you’ll put their home in front of motivated buyers with a full-scale digital campaign. Listing Ads from Adwerx automatically promote properties across Facebook, Instagram and top websites, reaching prospects where they spend their time online. By walking into a listing appointment with this plan in hand, you position yourself as the agent who’s prepared, proactive and ready to deliver results.

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2. Use low-cost tactics to soften the blow of price drops

While spending power will inevitably increase with rates lowering, that doesn’t mean that the price cut trend we saw in June is going anywhere. The value of an individual home doesn’t go up simply because buyers have more to spend, even though we all wish it would. With 20.7% of listings seeing cuts in June, many agents will still be fighting the age-old battle of negotiating price adjustments with sellers. In this market, it’s critical to prove that a price adjustment reflects changing buyer expectations, and not a lack of an agent’s skill. 

Special, affordable advertising campaigns are a simple way to show clients you’re going the extra mile. For example, a custom video ad that showcases the property at its best can help reignite interest, bring in fresh buyers and show your seller you’re still fully invested in getting results. Or, go beyond the basics with Digital Out-of-Home Ads and Streaming TV Ads. Both are low-cost, high-impact options that can truly impress your sellers. 

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3. Retarget website visitors to stay top-of-mind

The people who have already engaged with you — whether they’ve visited your website, clicked a listing link or interacted with your social media — are some of the most valuable prospects you have. They’ve shown real interest, which means they’re far more likely to convert than a cold lead. But interest fades quickly in a competitive market. If you’re not reminding these potential clients of your brand, someone else will.

That’s where retargeting comes in. By serving ads specifically to people who have already interacted with your listings or brand, you stay top-of-mind while they continue their search. Adwerx automates this process, delivering your ads across the sites and platforms they visit most. It’s a way to keep the conversation going with your warmest prospects without adding hours to your workload.

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4. Target your zip code & sphere for top ROI

Your sphere of influence and the neighborhoods you work in most are already full of people who know you, have seen your work or are connected to your past clients. These are high-value audiences because familiarity builds trust, and trust makes it easier to win business. Repeated exposure within these groups reinforces your expertise and keeps your name at the top of their list when they’re ready to make a move.

Focusing your marketing on these audiences also ensures you’re spending your budget where it will have the greatest impact. Instead of chasing every lead everywhere, you’re doubling down on the people and areas most likely to convert. Adwerx makes this simple by allowing you to run ads that target your sphere or specific zip codes automatically, keeping you visible in the places and with the people that matter most.

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The Bottom Line

Lower mortgage rates may encourage more buyers and sellers to enter the market, but competition is still fierce. To stand out you need to be visible, memorable and consistent. That means leading with a clear marketing plan, keeping your warmest prospects engaged and focusing on the audiences who already know and trust you. With the right digital strategy you can turn shifting rates into new opportunities and make sure you’re the one they call first.

Not sure where to start? No problem. Adwerx offers free marketing consultations to help agents, especially those less comfortable with advertising, set up these campaigns with ease. Get started today. 

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