October 29, 2025 • 44 mins
Shannon Landers, VP of Product for Spiro joins Craig on this week's episode to look back at the 3rd Quarter of 2025, and to forecast what you might expect for the 4th quarter of the year.
To get registered for the Spiro Sync '26 Event, check out: https://spiro.media/spiro-sync/
Chapter Timestamps:
0:00 Episode Open
02:46 Industry Conferences
08:27 3rd Quarter Review & 4th Quarter Forecast
43:44 Episode Wrap-up
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Coming up on this episodeof The Spiro podcast.
(00:04):
Unfortunately, in my market,I'm still seeing many houses
that are about probably under 280.
And I'm looking at thesebecause I have a buyer in that price point
and I'm like,why are these agents not taking
photos of these houses?
It is insane to me.
(00:37):
Hi and welcome to the Spiro Podcast,managing your Real estate media business.
Spiro is a software platform.
It's designed to help yougrow your business, run it day to day,
really help you manage the insand outs of the real estate
media business, industry that you have.
I had the privilege of beingthe first beta tester for this software,
(00:59):
and I can tell you,even in the earliest days before
it had the scheduling system,before you had all the bells and whistles
that it has now,it allowed me to go from shooting in.
Well, I was doing my own editing,but shooting and editing two,
shoots a day to doing being ableto do 6 to 7 listings a day.
And that was as a solo, solopreneur,so an incredible
(01:22):
software platform that can really helpyou scale up your business.
And the whole point of the podcastis to help you build a strong business.
Talk about the business of what we do,not necessarily the creative side.
There's tons of great resourcesout there for that,
but to help you build a strong business
because we want to see yougrow and succeed.
So welcome to the podcast.
I'm Craig Magrum, host of the podcast.
(01:43):
And, each and every week,well, most every week.
Todd Kivimaki, owner of the,owner of Spiro and the co-hosts
would be joining us,but he's on one more week of vacation.
Well-deserved.Spending some great time with his family.
A familiarface and voice will be joining us.
We'll introduce her.
(02:04):
Actually, right now, Shannon Landers,welcome to the podcast.
Thank you. You know,I always wanted to be here with you guys.
It's a little oddwithout Todd, though, right?
It's like, I feel likewe're like the three amigos here.
Yeah, yeah, that's true, but.
So we'll have some fun with us.
You know, when when the cat's away,the mice will play.
So. Amen.
I don't know what troublewe can get in, but
(02:27):
I did talk to the cat yesterday.
He's having a great time.
So they're wrapping upsome Disney adventures
and then heading offto do some other things.
So fun stuff. I'm really happyhe's getting that time away.
Especially like I told him yesterday,
we're about to spend half the monthof November away from our family.
Yeah that's true.
So it's really good he'sgetting that. David.
Yeah, well, speaking of that,yeah, it's, it's industry convention time.
(02:51):
As we get ready to roll into November hereand, what
what's coming up on the onthe conference scene?
I mean, where it popped?
Todd is emcee,REPP the REPP conference?
I mean, that's that's awesome.
I'm excited. It's going to be fun.
And of course, we're going to doan amazing, presentation on broker,
all things kind of broker related.
(03:12):
Of course, he'sgot some great ideas for that.
So, you know,we're we're excited to get out there.
See everybody. Right.
That's a lot of it Craig.
Just kind of get face to facewith a lot of people.
You know, I'll even say some peoplethat aren't even our clients yet.
We we great relationships
with some of these other peopleand we get great ideas from them.
So it's just a lot of fun.
All the Vegas can be tiring,
(03:36):
and I am
vitamin up and getting all I can.
You know, that's smart.I should probably be doing that.
Yes, getting all the vitamins I can
and taking my just not this yearflying in general.
I always feellike you just get up on the planes.
But yeah, you know, this yearit's a little hard on us because,
(03:56):
you know, it's not.
But not where we could just shiftfrom one to the other.
So we are going one week,
and then we come home for a week,and then we go back for a week for PMRE.
So but we're pumped. We're excited.
We have some great things that we're goingto announce at these conferences.
So that'sthat's all I'm going to tease right now
is that just be on the lookoutfor some great commercials.
(04:18):
And so great informationof of things to come.
But we're excited.
We're going to have some fun gear,to hand out.
So, you know, maybe some t shirts, maybe,maybe some sunglasses.
One that might be a little fun.
So I'll just toss that out there.
my question for you, Shannon,with the sunglasses.
Do you wear your sunglasses at night?
Of course
(04:40):
Is that Don Henley.
So who is that?
Don HenleyI'm terrible with with artist names.
I don't know, I just know the song.
Well, how about this, Craig?
I will I will send you your own pair.
There we go.
Because they do havea little stain on the side.
And it might also be musicrelated. Oh, fun.
Yeah. Okay.
(05:01):
It's going to be a good time. So.
Yeah. Well,if you're going, we, we will see you.
I'll be at rep as well.
I'm looking forward to it.
I've been chattingwith people on Facebook, that
that have friended me and that I haven'thad the privilege of meeting in person.
So I'm excited.
I'm excited to be there, too,
because Craig, you andI actually haven't hung out together.
(05:22):
Yeah, and a long time.
So excited to see you, too.
And it'll be just the three of usoutside. Wow.
Well, we'll have some awesomewild people with us, too.
So that'll be fun.
PMRE is a little bit more different.
You know, we have a booth therethat, you know,
that's just a little bitmore of a different scene, but also fun.
And, we get to be around great people.
I'm really looking forwardto be with Titus at PMRE.
(05:45):
So I just wanna be with us there,and that'll be fun.
But no great, great things to come.
So everybody on the lookout then?
I do want to just remind people that weare still selling tickets for January for
Spiro Sync
Yeah.
So, we do have some a few more speakers.
We're going to get out thereand headline for you guys.
But I do want to remind peoplethis is a different event.
(06:05):
This isn't like REPP.
This isn't like PMRE.
This isn't you sitting and listening.
This is actually everybody engaging, okay?
Breakouts with different topics,everybody bringing their ideas together.
So it really is different.
And then again, the big thing isif you come to Spiro Sync
(06:27):
you get a vote on what we do in 2026.
That's exciting. That's very cool.
That's really cool.
So the tickets doyou can visit to Spiro.Media
And we've got a tab there for Spiro Sync.
if you guys have any questionsyou know please reach out to me.
Shannon@spiro.mediaand we'll love to,
(06:47):
get you there, especiallyif you would love to lead a topic.
We'd love to know if you want to come andlead a topic that you're really good at.
That's what this is about.
So just remember,it's a different type event.
Nothing like,
you've you've gone to, REPP or PMRE.
So just just notthat those things are not great.
So, you know, I'm not saying that.
I'm just saying is different.
(07:09):
Yeah.
That's coming up January
the towards the end of the month,January 22nd and 23rd, 24th.
If you're VIP.
Now here's the thing to you guys.
VIP tickets are sold out.
But I have opened up the waitlistfor them.
Okay.
So if you you know,we do have a little bit of wiggle room.
So I might be able to let a few people in.
(07:31):
So, you know, eithersign up for your ticket,
shoot me an email and say,
hey, I would like to be on that VIPwaitlist or join the waitlist,
and I'll reach out to youand chat with you.
Either way, works.
But yeah, we're we're planninglots of fun.
We're very excited.
Good stuff.
Dayton, Ohio. Dayton, Ohio
Let's go in the middle of winter.
It's going to be awesome. Hey,
(07:52):
we've got a good chance.
Okay?
You got a 50% chance.
There's going to be a lot of snow.
You got a 50% chance.
It's going to be 60 degrees
because we get one weekend in Januarythat is like 60 somehow.
I have golfed in January beforein northwest Ohio.
So it's not always I would say February'shonestly the worst month, right?
(08:14):
That's true. That's true.
Yeah. Yeah. So January.
Yeah it's good starting your year offright in Dayton, Ohio okay.
Good stuff.
We're looking forward to meeting you.
Well Shannon, let's cut to it.
Let's dive into this.
We are in the month of, October herethe last week,
in the last quarter of 2025,it is absolutely flown by.
(08:36):
And we love to check in with you,throughout the year, just to get kind
of a previous quarter reviewand a forecast for the upcoming quarter.
So let's dive in. What what happened?
Third quarter 2025.
You know, we we didn'twe're not seeing markets crash everybody.
So I'm hearing some articles come out thatthe real estate market's going to crash.
(08:59):
It is not it is not is not.
So if you're here if you see those clickbait articles please move on from them.
And you know also thank you guys.
I know it stinks that we're it'sOctober 24th and we're well,
it won't be when you hear this,
but it's today, it's October 24thand we have to do these stats so late.
But they literally just came outyesterday.
(09:20):
Oh really? For September.
Oh wow.
So I didn't have the whole quarter to,like take a look.
You know, until now.
So that's whyunfortunately these lag a bit.
So just, you know, the data does lag.
It takes three weeksor so to get this data out.
So just be mindful of that.
If you're searching for the datayourself out there,
(09:41):
which you can no doubt realtorswhere I grab most of this data.
So it's not secret resources that I have.
And I'd like to say that, but it's not.
It is all public and out there.
But let's justtalk about the three quarters.
I mean, we have.
Right? July, August, September.
So we all know quartertwo and quarter three
(10:03):
house most of the house sales.
Right? Sure.
Especially in what I like to callthat northern part
of, of the US, rightwhere we draw a line in the middle
on that northern partwhere we're really seasonally cool.
You see more sales.
So it's no, no question that July saleswere up 2% month over month.
(10:24):
August sales went down0.2% month over month.
I felt that in my market you felt that.
And and honestly, if you look at year overyear, that's a pretty small down.
Yeah, it all starts, activity changes.
And then Septemberwe did bounce back up 1.5%.
So we saw and weI think we saw that throughout
(10:46):
just our client at Spiro. Septemberbounce back up.
For everybody a little bit in Octoberreally kind of tracking the same
if I just kind of look at October,
a lot of times you can getsome October shoots with just weather
changing and people want to get exteriorshots done before and all of that stuff.
So unless you're in Florida,that does not matter.
So we're justand these are nationwide numbers Craig.
(11:09):
Right.
Nationwide numbersis what I'm talking about okay.
Averages right.
Yes. Yeah.
So it's taking the whole
all the regions, the four regionsthat they talked about all the time. So,
sales prices though are holding steady.
You know, we this is when we get into the median sales price.
(11:30):
This is what really fluctuatesfrom region to region, state to state,
local market to local market. Right.
But on the average,July and August, where it was 422.
So 422,000 is a median sales price,
and 415 in September.
So there's the story. Okay. All right.
There's a little bit of the storythat we're going to talk about today.
(11:53):
Inventory keeps increasingthat this is not news either.
It shouldn't be news to anybody.
Inventory is increasing.
And it has a long way to go.
So, so but it is increasing, which iswhat's softening the market a bit.
And, and depending on where that inventoryand where you are and how high
that inventories getting will dependon how soft the market gets.
(12:17):
And then days on market are trending up.
I was going to ask about that.
It seems like from what I'm hearing
from Realtors in my market,things are sitting a lot longer.
I'm hearingmore and more about price reductions.
Yes, yes.
And what's interesting, we've been talkinga lot in my office that,
you know, in the
previous quick market, I will say quick,quick market, you would be on seven days
(12:41):
and if you didn't have an activity,you're dropping your price.
Okay.
I listed two homesabove $400,000 in Dayton, which is a six.
Not quite luxury,but we really say anything over
500 and Dayton is almost luxury market.
And those homes I did not do a single one.
(13:04):
I didn't do a price reduction.
The other one,I did a price reduction after 21 days.
I'm waiting for 21 days is whatwe are doing in most of us in our office.
Unless the activityis like absolutely none.
Then.
Then you talk to your sellers.
Okay, now, the one I did price drop.
We knew we were going to goa little higher. We kind of felt it.
(13:24):
So we're like, we'll drop in this timeframe if we don't see some activity.
Okay. Sure.
So that is that is all normal.
Now I am in Dayton,Ohio, in the Midwest market
where things don't movecrazy up or down that fast.
You know what I'm thinking aboutright now?
The fact that you said Dayton, Ohio500 and above luxury.
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I'm just thinking about Californiaright now.
And they're they're choking on theirdrink right now.
500 luxury
I know.
Right. That might get yeah.
Well, maybe a two room houseor something in California.
I mean, the average sale price inthe state is eight, like over 800,000.
Now it's not the median,but that's the average.
So think of an entire stateas big as California.
(14:09):
California is enormous. It is.
And that is
that's it's just absolutely insane
to think that every area I mean,I've an uncle that lives in San Diego,
him and I talked about the marketall the time.
He bought his house20 some years ago for 300,000,
and he could sell it todayfor 1.5 million.
(14:29):
It is absolutely insane.
And it it is his retirement plan.And that's great.
It's it's a beautiful thing.
And he'll probably move to Arizonaand that'll be that. And
but yeah.
So what are the whatwhat are all these numbers telling us.
Right.
We we're just we're trending and we'vebeen talking about a lot in my office too.
(14:49):
We're trending to what I keep telling you.
Everybody's a normal market.
What we have experienced the last,it feels like decade,
but probably 6 or 7 years
is a very fast moving market,
almost unhealthy,
unhealthy to the sellers, unhealthyto the buyers,
(15:12):
unhealthy for the agent,unhealthy for agent relationships
because we're all fightingand we're all trying to get,
you know, something for our clients,especially if you're in those
lower priced marketswhere the majority of the home sales are,
you know, you're up to probably 250, 300price point.
(15:33):
I have a I have a mapI'll look at in a minute on that.
But it really, that's where you're going
to see some multiple offers,those price range.
Right.
You're still going to seethat we are still seeing
on average about 2.3 offers per home.
Okay.Nationwide that's a nationwide number.
(15:53):
That is actually down.
But down from 2.4.
Okay.
So not crazy.
I really think, again,the inventory tells a story
pending home sales tell a story.
Prices, to be honest, as we justtalked about, we sell a little dip.
(16:15):
But if you look month over month, median
sale prices are remaining fairly steady.
And so there's just a lotof all these numbers to chat through.
But we're kindwe're seeing the majority of the market
see days on market grow, buyers
taking longer to make their decisions
(16:36):
because they don't feel likethey have to jump off the fence.
Right, right, right. Which is good.
We can help somebody buy a homethat's contingent
on selling their homeif if that's a good thing.
Right. All of these things.
So I you know, I'm saying 90 dayswe're not at a 90 day market yet,
(16:58):
but in certain price ranges we are
and in certain price ranges,that's absolutely normal.
We do have the highest month of,
supply numbersthat we've had in years. Yes.
So we are sitting at 4.6 months supply.
Okay. Okay.
So what does that mean.
(17:20):
All right.
This goes back to our little
our little line of zero houses.
Monthsof inventory 12 months of inventory.
When we hit six month inventorythey consider
that a balanced balanced market rightokay okay.
So we see that we're trending there okay.
Now it's an overall supply okay.
(17:42):
Many marketsstill can take plenty of inventory
beforewe're going to see it completely swing.
But you're going to hear the newsand people say you know buyer's
market buyer's market.
And that's why we are.
And like I said in certain price pointsyou're going to see higher inventory.
That's,you know, those larger price points.
(18:02):
You will see a longer month supply there.
And that's okay.
Can I pick your brain on theseon a realtors outlook on this,
especially Realtors that have just saygotten licensed in the last five years
as the days on market have gone longer?
Okay.
In the in the boomwhen things were flying off the market,
(18:25):
I heard a lotand I've heard others in our industry
say for realtors wouldn't
worry too much about even photosor let alone video because, well,
why do I need to spend the moneythe house is going to sell in 2 or 3 days?
As things have gone longernow and things are sitting longer,
what kind of attitudesor psychological states
(18:46):
have you seen in your fellow realtors,especially those that are newer?
Is there a panic? Is there?
Are they struggling?
Are they rethinking how they market?
What's going on mentally for a realtor
in these changing, changing conditions?
So marketing should be should bethe number one place that they look.
(19:08):
Not all smart eye smart agents and agentsthat do the research,
agents that pay attention, agentsthat are really,
really trying to be heavylifting agents as much as you should,
pay attention.
So as an example for my listings,of course, I used, Wow Video tours.
Sure.
And I ran nationwide ads
(19:31):
on my listings.
Being all listings or at a certain pricepoint is just my my,
my, the two that I had paid.
Well, yes, I did do it.
I had another local listingthat was it was price point at like 160.
So I knew locally we'dwe'd get that gone, sure.
But with one I had north of town,it is an area
(19:52):
and this isI do live in a bass town. Right.
We have right, Pat.
So we have people comingin, out all the time.
We also have a lot of aeronautics hereand different things like that.
So I have a lot of peoplecoming in and out for that stuff.
So I knew, hey, somebody is going to comein and buy a 450,000.
house in this area
probably is going to comefrom out of state.
(20:14):
Just a good likely.
Okay, so I ran nationaland now I have no direct correlation.
Again, because I didn't retarget those.
I didn't do any retargeting.
So I can't drill down to a specific buyerthat I received.
But what I can tell you is the personthat's buying that house is from Arizona.
Okay,
so weather that I got to him,
(20:34):
they sell the house,then they went to Zillow
or they were just doing their appand they sell the house.
Come on the market or their agent.
There's many ways for people to see homes.
Right.
But to the pointthat when I was working with the sellers
and they said, hey, here'swhat I'm going to do for you,
here's what I'm going to do.
I'm going to take this media.
We're going to go all out.
(20:56):
They had a great backyard.
We're going to Twilight that backyard out.
We're going to make sure it looks likepeople feel like they can just already
see themselves in your backyardbefore they come walk through the home.
Right.
I also did as Zillow to or
as I knewI needed that activity on Zillow,
and my listing got more activitythan any other listing in the area. Wow.
(21:19):
Yes. So.
And I was under contractat a full price offer, so.
And my sellers felt very comfortableabout the plan to market their home.
So that's that's what we talk about.
That's what I try to tell agentsin the office to like, you have to.
We know price is a lot of this,but you have to market the home
(21:41):
to get as many eyeballs on the home, tothen try to help reach what you need to
for your seller. Right.
That's a that's easy.
That's not a difficult thing.
Unfortunately, in my market,I'm still seeing many houses
that are about probably under 280.
And I'm looking at thesebecause I have a buyer in that price point
and I'm like,why are these agents not taking
(22:04):
photos of these houses?
It is insane to me.
So I think it's
those days on market,even for those homes grow.
To answer your question, yes,these agents are going to go, oh crap, I,
I can't skip up here.
I can't now, you know,we talked about this with Titus.
(22:26):
There's a lot of reasonsagents don't do photos.
They might not have the money,
but the Titus advantage to
that is that it can come out at closing,can come out of closing.
Right.
This is why, you know, we had, Nick,we're railroading and I'll bring us back,
but Nick and I hopped on itlive the, the other day in our Facebook
(22:48):
super user group to just talkabout some questions we were hearing.
We were hearing quite a few peoplesay, hey,
I don't want to offer this to my agentsbecause they don't
they don't wantthese things. And I'm like,
I don't think we
should make those decisions for you.
Like, yeah, why?
And in fact, Nick's stats are only 5 to 20
(23:10):
5 to 20% will use pay a close.
Okay. It's it's more of a lead magnet.
Hey, we offer thisso an agent can have a choice
based off their lifeand their finances at the time.
If they want to pay with a credit cardor if they want to move that payment out,
and they might move it out for 0%,so what would they care?
(23:31):
So what's the opportunity for the realestate photography or videography owner?
The company owner in this current market,say third quarter going into
fourth quarter, what's the opportunityfor us as real estate media professionals
in attracting new clients,new realtor clients?
(23:51):
How can we position ourselvesto be an asset to that realtor?
I think right now, ensuringthat you've got a package that speaks
to helping an agent runan ad or do social media well, right?
Having a real included in a package have,
you know, agents will at least understand
that this is a piece that will come to me,that I can upload and do ads,
(24:16):
or I can run and it can helpget me traction, and it'll help
my seller feel very good about whatI'm doing to help sell their home.
Right.
We doknow first impressions are everything.
Yep. And as we shift into this market,because, again, even those agents,
even the good agents that knewwhen we were selling houses in one hour
(24:39):
that they wanted
the media on their housesbecause that's what they do for a living.
Yes, they sell houses.
That'show they get the next listing. Right?
We talked about that all the time.How do you get the next listing?
So when we are seeing monthly supply
rise days on market rise,
sales prices kind of hanging hangingsteady, you know we're going to end up
(25:00):
selling a little over
4 million houses this year,which is pretty much what they predicted.
You know I don't think we get quitewhere we want.
September, we had a little bit of ratedown that that's going to help October.
I mean we're seeing that we won't seethose numbers till the end of next month.
But we're seeing all of those things
kind of come togetherto release some of that pent up demand.
(25:21):
So, so maybe you do get kind of back to a,you know,
depending on how ratesfor the rest of the year,
we could see some of that demandcome back in the market.
So I say definitely, you got to havepackages that speak to your agents
that say, this is going to help you marketthe house.
This is going to help you runsocial media.
And there's, you know,you don't need to know how to run that.
(25:42):
Give them the content, give them the piecethat they need the 20s, the
you know, this isI go lean into Wow's product with
with this with the trendy videosand in the short insta videos
and they're social6because that is a
that is a usable package for me,that I have all those videos ready to go
(26:02):
that I can schedule and push outand I can market.
So using things like that,go talk to agents.
How are youmarketing your listings? Right?
I think the biggest thing in the fourthquarters,
you've got time to go talk to your people,go talk to them.
That's that's what I'm planning on.
I actually look forward to fourth quarterwhen things can slow down because I'm
(26:23):
out there shooting, you know, spring,summer, early fall, and I'm slammed.
I don't have time to talkwith the realtors.
And I feel kind of bad about thatbecause I, I don't want them
to think that I'm taking them for grantedby not talking to them.
I'm just expecting the business.
But this is that time of yearwhere things do slow down.
You can sit down, consultwith them, check in.
How is your year been? How is the
(26:46):
have you been happy with the mediathat we've been providing for you?
Let's brainstorm marketing ideas.
How can I be of valueto you? An asset to you.
And that's why Shannon, I so value whenyou come on to talk about the numbers,
because you're giving us some educationthat that
we can actually soundlike we know what we're talking about.
And we're not just talkingabout photography or video.
(27:09):
We're talking about the industry
and understanding what the realtoris dealing with day to day in terms of,
yes, you know, real lifenumbers, market conditions.
And if we can add value to that realtor byhaving some knowledge of that ourselves,
being educated in that, how much is thatgoing to impress that realtor?
And hey,this is a very valuable member of my team.
(27:31):
They know what they knowwhat I'm dealing with.
They're trying to find solutions for me.
That's just going to deepen that thatrelationship, that working relationship.
So yeah, I think you could leadwith a great question of just,
you know, reaching out to her.
I'd love to grab coffee.
You know,I see days of marketers stretching,
you know, what's
your I'm curiousabout your marketing plan for 2026
(27:52):
is, you know, agents right now should beplanning seeds for the spring market.
That's what agents should be doing.
Yeah, and so we can do itthe same in the media company
by getting with these guys and ensuringthat you get their spring business,
and you sure that you help them get thator what content could you do for them now?
Because right now could just be contentthat you could do for them, right?
(28:16):
To help them market themselvesover the next three months
to be ready for the spring market.
So yeah, you know, I think, everythingis great with leading with questions.
Right? Leave a question.
Ask them.
Understand these numbers,
get these numbers from your local marketthough right.
Definitely dial in.
These are national numbersthat we're talking about.
You know if we really look regionallywhat we see regionally
(28:39):
is 46% of the sales this yearso far have come from the south,
southeast market. Wow.
46% in just the southeast.
Just the southeast.
Yeah.
You photographers down there,
good on you.
You're busy.
(28:59):
So, yeah.
Now, where are youseeing the majority of price reductions?
Probably southeast.
Southeast. Yeah.
Okay. Yes.
So, you know, in fact, the northeastmarket in the Midwest are primarily flat.
I mean, the northeast, you could say, theythey probably still struggle
with the majority of the inventory issues.
(29:20):
And so and again, Midwest always lags.
We lag behind east west coast,which is a good thing.
It's not a bad thing.
We we lag behindand we kind of see what's happening.
But yeah, get these local numbers.
I mean, again, I can go to my Dayton boardright now, do housing stats
and I can say the housing stat,you know, sales.
Just to give an idea on my local market,compared to the National,
(29:41):
we are up 0.46,
I think, in sales total for the year.
It's been a pretty flat year for sales,but we're still up almost 6%.
And prices know our agentsmaking money still.
Oh yeah. Yes yes.
Just because the units are down.
Volume still up a bit.
(30:02):
Again, price reductions here in Daytonaren't crazy.
We're talking like 10,000 or,you know, even
at the higher rateyou're not seeing a big gap there.
So they understand those local numbers.
And then that's going to helpyou build some questions
that you can lead out and leadthese phone calls, get these coffees
and just see because I dothink as as we head through
(30:25):
fourth quarter,we'll continue to see these trends.
And I think the 2026 spring market,although healthy I think
will be very healthy.
I think we'll have awe'll have longer days on market.
We'll have, you know,agents have to reset expectations.
So think about that.
Agents need to reset
expectations with their sellers.
(30:49):
So yeah, what does that look likefrom the media world?
How can the media world help an agent
reset expectations with their sellers?
It's a great question.
That's a questionI wanted to ask educational content.
Okay.
Help them with some contentbecause they need to be pumping out.
(31:12):
Here'swhat the spring market could look like.
We need to be prepared earlier.
If your move target is X,
it might take 60 days to sell your house.
We need to be prepared and plan,
and we need to do great mediaand make sure your home is ready.
The houses that are still.
Here's the here's the housesthat are still moving very quickly.
(31:33):
Guess what? They have?
Staging, staging,decluttering, decluttering.
They look beautiful.
They're they're ready.They're freshly painted.
And some might not all be perfect.
They might not have all new mechanics
or things like that,but they look good and they get attention.
And so those homes are still still movingpretty quickly.
(31:55):
One of the most basic thingsthat I talk to my realtors about it,
it amazes methat some still just don't get
this is somethingas simple as providing a getting ready
guide to your realtorto give to the seller.
And and I've told sellers,I've complimented
sellers that have taken the timeto actually get their home ready.
(32:16):
I tell them, look, I can shoot, see
a $750,000 house that is not ready,
that the photos don't look as goodas a $350,000 house that is ready.
Yeah.
And so great jobon getting your house ready.
The photos are going to look amazingbecause of it.
Yeah I do a little bit.
But you did the hard workto see the seller's face just light up.
(32:40):
Yeah,they put in a ton of hard work. Right.
So when you do that as a photographer,what you're actually doing
this is where you canadd value to the realtor that hired you.
You are making that realtor look goodbecause you are complimenting the seller,
that they are totally stressed out rightnow, right?
This getting ready to sell their home isone of the most stressful times of life,
(33:02):
so anything you can do to bring some peaceinto their life and make them feel good,
you are.
You are making yourself valuableto that realtor
and helping make this whole transactiona much smoother one.
It goes beyond just good photos.
It's how you interactwith the sellers as well.
So if you can be that right, that's
(33:23):
when I talk aboutbeing a part of a Realtors team.
That's what I'm talking about.
It's not just about taking the photosand the video.
Yeah, we're creatives,but we're also marketing consultants
and salespeople and businessdevelopment people.
Make your
you will make yourselfso invaluable to that realtor
by taking that kind of approach,
(33:44):
something as simple as complimentingthe seller on the work that they did.
Absolutely.
Because you can't just be the photoguy, right?
The girl like,you have to be, oh, my media company
or my media person or my, my, my guy,my girl.
Like, that is who you want to be.
You don't want to be.Oh, I you know, who do you use?
(34:04):
Sometimes I use this company.
Sometimes I use that company.
You know,you're a commodity or commodity at that.
Yeah.
And this is a service industry. Yes.
You're going to deliverdigital assets, but
a photographer is a professional service.
At the heart of everything.
(34:24):
Right.
And agents are going to have to lean in
to this marketing.
They really it's worth swinging back.
Again like I said this is all good thingsbuyers don't have to buy homes
without home inspections.
But like that all of thesethings are actually very healthy.
Realtorsentiment is confidence is is good.
(34:47):
They're predicting right now
14% increase in sales in 2026.
So really and I think that's kindof being driven by some interest rate,
interest rates is interesting.
And I think my next podcast with you guys,I want to actually bring somebody on
and help us dive into interest ratesand just what it means,
(35:07):
because there's a lot of peoplethat just really don't understand.
Like if the fed just cuts rates a quarter,
that doesn't alwaysmean interest rates are going to go down.
And sometimes the
fed cuts rates and interest rates go upand people are like,
well, it's all about the basis pointsand things don't trickle all the way
just from the fedcutting the interest rate.
(35:30):
So there's a lot that goes into that.
But I think the interest rate will bewhat kind of leads us into next year.
And if we can stay where we're ator get a little bit further down at six,
maybe a little under six,then I think you'll really start
to see some other movement.
I mean, you still got a lot of the marketthat has an interest rate
(35:50):
between 3 and 6%.
But you have 30% of the marketbuying in cash.
think of that.
Wow, 30%.
The market's buying in cash.
Really?
This is what of that.
Was it higher back even say a year ago?
(36:13):
I have to go.
Look I didn't look at that yearover year on that because I swear
I heard about a lot of cash offersand that was boggling my mind.
Yeah. Well and it's because a lot okay.
So remember we talked about that.
So what is it like 51% of people havean interest rate under 4% or something.
Now the 3%.
There's been quite a few peopleto move out of those.
(36:33):
So we've seen some movement
out of the three like that's under threeis finally like not so high.
Like it's good.
But there's still a lot between 4 and 6,but with like over 50%.
The market having an interest rate, around4% is like that.
You're not going to get people out.
But at the same time you hadI can't remember what the percentage was.
(36:54):
I'd have to go look.
But it was, I think, almost like 45% of
peoplehad more than 50% equity in their home.
So that's a lot of equity.
And so people have bought cashfrom their homes being paid off.
And whether they've done a bridge loanor they've just had the assets to buy
and then selland then replenish their assets,
(37:15):
which is what's happened with those cashdeals, a lot of them.
So now and you're still seeing investorsbuy, especially certain areas.
That's what I was going to say
are earn a lot of those cash deals alsoan investment properties or investors.
Yeah yeah yeah yeah.
But be the market becoming more affordablewill help curb a little bit of that.
And that actually isn't a bad thing.
(37:35):
We know we can't get too many
neighborhoods bought out by investorsand just be rental neighborhoods.
You've got to have a kind of a combinationin there to keep neighborhoods healthy.
And, you know, unfortunately,it is just a proven fact
that renters don't take care of thehome as much as a homeowner
because they don't own it.
So yes, yes.
(37:55):
But the American dream is alive and welland you've got to do your local research.
I cannot stress that enough.
I'm happy to give these numbers.
I'm happy to give you the resources againto these numbers.
You can go get them yourself.
NAR.Realtor
is where I get a lot of the stats from.
I also get a lot from Keller Williams.
Because I have that access.
(38:16):
You know, I look at my local data numbersall the time, every day, every day
and every day.
Inventory is risingjust a bit in the Dayton market.
And that's what we're seeing.
But sales are holding strong and,and we're not like, I, like I said, we
we hit the bottom year over year agoand we should trend up a bit,
(38:37):
and a healthier market for everybody,
for media companies included.
There you go.
So as we kind of wrap things,wrap things up here,
at the end of the podcast,going into fourth quarter
and first quarter of 2026,what would be your one piece of advice
to that real estate media owner right nowto get ready?
(38:59):
Well, I mean, we're already infourth quarter, but to get ready for the,
you know, fourth quarterand headed into first quarter 2026.
Well, we've already we've already said it.
Craig. Call your people.
Talk to your people.
Have these conversations.
Know what your top VIPsare planning on for spring.
And ask them how you can help them.
(39:21):
Simple enough.
It's simple
and have the numbers bring them with you,right?
Yes, and ask them and say,hey, I'd love to dial into any data
you have about the market and understandit more.
Right.
And it might be a, hey,can I meet you at the office
for 20 minutesand that's easier for the agent.
That's fine.Meet them where they are. Right.
You know, if they can't havea conversation on the phone, count
(39:44):
that as an appointment.
But right now, I mean, one once a day,you should have the time to make a phone
call, say hello, stop by an office,see who you can see.
You know, get into some office meetings,and then go
make sure you're the one taking the mediaat their at their holiday events. So
(40:04):
that's good.
You know, it's relationship time, right?
It's relationship time.
We're we're kind of getting throughshooting time now some markets right
are still pretty busy.
And they'll stay busy for anotherprobably 30 or 45 days.
You knowOctober is typically their last listening.
So you can try to sell for them.
The year I've beenI've been slammed with shoots in October.
Yeah.
(40:24):
It's like I'm wanting to shiftinto that meeting mode.
I can't I can't yet.
It's like I don’t have time.
It's a good problem to have for sureyou know.
Wow seen another record year.
So and we'll share some of that datawhen we're at REPP.
But it, it, it shouldn'tbe difficult to grow your business
right now with the agentshaving days on market getting longer.
(40:47):
Their mindset should be shifting to
I really need to do a good jobof marketing this house
and maybe or one of our media companiesthat has kind of signed up and talking
about pay at closecould just get you together and say, hey,
I want to helpyou make your money work for you.
I want to tell you about somethingnew I'm offering.
Can we get together and and talk about it?
(41:08):
What what what a powerful wayto like, reach out to somebody right?
For sure.
Hey, Ihave something that might help you like.
And it's not just a video or
no different tool.
Yeah.
Again, you're you're adding value
in in new creative waysthat helps their business.
So yeah.
(41:28):
Good stuff.
Shannon LandersI can't call you a guest anymore.
I mean, you're partand you're part of the team.
You're a regular.
So thank you.
We always appreciate the insightyou bring to us, on the numbers
side of things. So,
appreciate it.
Thank you.
I appreciate it.
And, I appreciate you, Craig,for all that you do for us.
(41:49):
And thank you for,you know, the podcast and all you do,
because we help a lot of people,all the time. It's been a privilege.
And and that is really great.
So, and I, I'm loving everythingyou're doing, Craig.
So keep it up.
Oh, shucks. Good. Make me blush. No,
seriously,
guys, though I do enjoy doing this. My.
And I've shared this.
(42:10):
Those are thehave the. Listen for a long time.
You already know this,but my my background was broadcasting.
I worked in radio for almost 20 years,and when I realized I wasn't going
to continue in that industry anymore,there was a little bit of a like a grief
because I there's parts of itI just really enjoy doing.
So the fact that I get to do thisand be with an audience every week and,
(42:32):
and hopefully provide some content that isgoing to help them and benefit them.
I mean, I really dosee that as a privilege.
It, it,you know, kind of breaks up my week.
You know, it just provides me variety.
I think I have a little ADD so, you know,changing things up I think really helps.
It also work right.
Adult onset ADD.
(42:53):
it is, it is, it is.
There's too many things going on.
I really got diagnosed with it to myself.
And did you.
Yeah.
And it they say it's just there'stoo many things coming at us.
There's too many ways to communicate.
There's. Yeah.
Yeah.
So to that point guys get in your,get in your, you know,
get in your prioritiesof what you need to do and focus on that.
(43:15):
Yeah.
And sometimes you dogot to let some things,
you know, not happen or say, no,this that's been this week for me.
I've been grinding on some stuff,getting it ready for the conferences and,
and I've had to tell other clients,I'm sorry, I need to help you next week.
And sometimes that happens, right?
But now.
But thanks again,
I love it, I love it, I get on every week,if I could with you guys.
(43:37):
Nobody wants to hear me every week.
I know that's.
We'll talk to Todd.
Maybe. Maybe that can happen.
Anyway, guys,thank you so much for the time.
We know, you're still busy,you know, this time of year.
So we appreciate the timeyou take to listen, to watch.
If you found some value to this podcast,we'd love a, like, on YouTube.
(43:57):
Feel free to share it in the various,real estate media groups
that are out there on Facebookand whatnot.
And, just make sure you take some timeto breathe,
be thankful for the blessings in your lifeand have a great week.
Take care.
Coming up on this episodeof The Spiro podcast.
(00:04):
Unfortunately, in my market,I'm still seeing many houses
that are about probably under 280.
And I'm looking at thesebecause I have a buyer in that price point
and I'm like,why are these agents not taking
photos of these houses?
It is insane to me.
(00:37):
Hi and welcome to the Spiro Podcast,managing your Real estate media business.
Spiro is a software platform.
It's designed to help yougrow your business, run it day to day,
really help you manage the insand outs of the real estate
media business, industry that you have.
I had the privilege of beingthe first beta tester for this software,
(00:59):
and I can tell you,even in the earliest days before
it had the scheduling system,before you had all the bells and whistles
that it has now,it allowed me to go from shooting in.
Well, I was doing my own editing,but shooting and editing two,
shoots a day to doing being ableto do 6 to 7 listings a day.
And that was as a solo, solopreneur,so an incredible
(01:22):
software platform that can really helpyou scale up your business.
And the whole point of the podcastis to help you build a strong business.
Talk about the business of what we do,not necessarily the creative side.
There's tons of great resourcesout there for that,
but to help you build a strong business
because we want to see yougrow and succeed.
So welcome to the podcast.
I'm Craig Magrum, host of the podcast.
(01:43):
And, each and every week,well, most every week.
Todd Kivimaki, owner of the,owner of Spiro and the co-hosts
would be joining us,but he's on one more week of vacation.
Well-deserved.Spending some great time with his family.
A familiarface and voice will be joining us.
We'll introduce her.
(02:04):
Actually, right now, Shannon Landers,welcome to the podcast.
Thank you. You know,I always wanted to be here with you guys.
It's a little oddwithout Todd, though, right?
It's like, I feel likewe're like the three amigos here.
Yeah, yeah, that's true, but.
So we'll have some fun with us.
You know, when when the cat's away,the mice will play.
So. Amen.
I don't know what troublewe can get in, but
(02:27):
I did talk to the cat yesterday.
He's having a great time.
So they're wrapping upsome Disney adventures
and then heading offto do some other things.
So fun stuff. I'm really happyhe's getting that time away.
Especially like I told him yesterday,
we're about to spend half the monthof November away from our family.
Yeah that's true.
So it's really good he'sgetting that. David.
Yeah, well, speaking of that,yeah, it's, it's industry convention time.
(02:51):
As we get ready to roll into November hereand, what
what's coming up on the onthe conference scene?
I mean, where it popped?
Todd is emcee,REPP the REPP conference?
I mean, that's that's awesome.
I'm excited. It's going to be fun.
And of course, we're going to doan amazing, presentation on broker,
all things kind of broker related.
(03:12):
Of course, he'sgot some great ideas for that.
So, you know,we're we're excited to get out there.
See everybody. Right.
That's a lot of it Craig.
Just kind of get face to facewith a lot of people.
You know, I'll even say some peoplethat aren't even our clients yet.
We we great relationships
with some of these other peopleand we get great ideas from them.
So it's just a lot of fun.
All the Vegas can be tiring,
(03:36):
and I am
vitamin up and getting all I can.
You know, that's smart.I should probably be doing that.
Yes, getting all the vitamins I can
and taking my just not this yearflying in general.
I always feellike you just get up on the planes.
But yeah, you know, this yearit's a little hard on us because,
(03:56):
you know, it's not.
But not where we could just shiftfrom one to the other.
So we are going one week,
and then we come home for a week,and then we go back for a week for PMRE.
So but we're pumped. We're excited.
We have some great things that we're goingto announce at these conferences.
So that'sthat's all I'm going to tease right now
is that just be on the lookoutfor some great commercials.
(04:18):
And so great informationof of things to come.
But we're excited.
We're going to have some fun gear,to hand out.
So, you know, maybe some t shirts, maybe,maybe some sunglasses.
One that might be a little fun.
So I'll just toss that out there.
my question for you, Shannon,with the sunglasses.
Do you wear your sunglasses at night?
Of course
(04:40):
Is that Don Henley.
So who is that?
Don HenleyI'm terrible with with artist names.
I don't know, I just know the song.
Well, how about this, Craig?
I will I will send you your own pair.
There we go.
Because they do havea little stain on the side.
And it might also be musicrelated. Oh, fun.
Yeah. Okay.
(05:01):
It's going to be a good time. So.
Yeah. Well,if you're going, we, we will see you.
I'll be at rep as well.
I'm looking forward to it.
I've been chattingwith people on Facebook, that
that have friended me and that I haven'thad the privilege of meeting in person.
So I'm excited.
I'm excited to be there, too,
because Craig, you andI actually haven't hung out together.
(05:22):
Yeah, and a long time.
So excited to see you, too.
And it'll be just the three of usoutside. Wow.
Well, we'll have some awesomewild people with us, too.
So that'll be fun.
PMRE is a little bit more different.
You know, we have a booth therethat, you know,
that's just a little bitmore of a different scene, but also fun.
And, we get to be around great people.
I'm really looking forwardto be with Titus at PMRE.
(05:45):
So I just wanna be with us there,and that'll be fun.
But no great, great things to come.
So everybody on the lookout then?
I do want to just remind people that weare still selling tickets for January for
Spiro Sync
Yeah.
So, we do have some a few more speakers.
We're going to get out thereand headline for you guys.
But I do want to remind peoplethis is a different event.
(06:05):
This isn't like REPP.
This isn't like PMRE.
This isn't you sitting and listening.
This is actually everybody engaging, okay?
Breakouts with different topics,everybody bringing their ideas together.
So it really is different.
And then again, the big thing isif you come to Spiro Sync
(06:27):
you get a vote on what we do in 2026.
That's exciting. That's very cool.
That's really cool.
So the tickets doyou can visit to Spiro.Media
And we've got a tab there for Spiro Sync.
if you guys have any questionsyou know please reach out to me.
Shannon@spiro.mediaand we'll love to,
(06:47):
get you there, especiallyif you would love to lead a topic.
We'd love to know if you want to come andlead a topic that you're really good at.
That's what this is about.
So just remember,it's a different type event.
Nothing like,
you've you've gone to, REPP or PMRE.
So just just notthat those things are not great.
So, you know, I'm not saying that.
I'm just saying is different.
(07:09):
Yeah.
That's coming up January
the towards the end of the month,January 22nd and 23rd, 24th.
If you're VIP.
Now here's the thing to you guys.
VIP tickets are sold out.
But I have opened up the waitlistfor them.
Okay.
So if you you know,we do have a little bit of wiggle room.
So I might be able to let a few people in.
(07:31):
So, you know, eithersign up for your ticket,
shoot me an email and say,
hey, I would like to be on that VIPwaitlist or join the waitlist,
and I'll reach out to youand chat with you.
Either way, works.
But yeah, we're we're planninglots of fun.
We're very excited.
Good stuff.
Dayton, Ohio. Dayton, Ohio
Let's go in the middle of winter.
It's going to be awesome. Hey,
(07:52):
we've got a good chance.
Okay?
You got a 50% chance.
There's going to be a lot of snow.
You got a 50% chance.
It's going to be 60 degrees
because we get one weekend in Januarythat is like 60 somehow.
I have golfed in January beforein northwest Ohio.
So it's not always I would say February'shonestly the worst month, right?
(08:14):
That's true. That's true.
Yeah. Yeah. So January.
Yeah it's good starting your year offright in Dayton, Ohio okay.
Good stuff.
We're looking forward to meeting you.
Well Shannon, let's cut to it.
Let's dive into this.
We are in the month of, October herethe last week,
in the last quarter of 2025,it is absolutely flown by.
(08:36):
And we love to check in with you,throughout the year, just to get kind
of a previous quarter reviewand a forecast for the upcoming quarter.
So let's dive in. What what happened?
Third quarter 2025.
You know, we we didn'twe're not seeing markets crash everybody.
So I'm hearing some articles come out thatthe real estate market's going to crash.
(08:59):
It is not it is not is not.
So if you're here if you see those clickbait articles please move on from them.
And you know also thank you guys.
I know it stinks that we're it'sOctober 24th and we're well,
it won't be when you hear this,
but it's today, it's October 24thand we have to do these stats so late.
But they literally just came outyesterday.
(09:20):
Oh really? For September.
Oh wow.
So I didn't have the whole quarter to,like take a look.
You know, until now.
So that's whyunfortunately these lag a bit.
So just, you know, the data does lag.
It takes three weeksor so to get this data out.
So just be mindful of that.
If you're searching for the datayourself out there,
(09:41):
which you can no doubt realtorswhere I grab most of this data.
So it's not secret resources that I have.
And I'd like to say that, but it's not.
It is all public and out there.
But let's justtalk about the three quarters.
I mean, we have.
Right? July, August, September.
So we all know quartertwo and quarter three
(10:03):
house most of the house sales.
Right? Sure.
Especially in what I like to callthat northern part
of, of the US, rightwhere we draw a line in the middle
on that northern partwhere we're really seasonally cool.
You see more sales.
So it's no, no question that July saleswere up 2% month over month.
(10:24):
August sales went down0.2% month over month.
I felt that in my market you felt that.
And and honestly, if you look at year overyear, that's a pretty small down.
Yeah, it all starts, activity changes.
And then Septemberwe did bounce back up 1.5%.
So we saw and weI think we saw that throughout
(10:46):
just our client at Spiro. Septemberbounce back up.
For everybody a little bit in Octoberreally kind of tracking the same
if I just kind of look at October,
a lot of times you can getsome October shoots with just weather
changing and people want to get exteriorshots done before and all of that stuff.
So unless you're in Florida,that does not matter.
So we're justand these are nationwide numbers Craig.
(11:09):
Right.
Nationwide numbersis what I'm talking about okay.
Averages right.
Yes. Yeah.
So it's taking the whole
all the regions, the four regionsthat they talked about all the time. So,
sales prices though are holding steady.
You know, we this is when we get into the median sales price.
(11:30):
This is what really fluctuatesfrom region to region, state to state,
local market to local market. Right.
But on the average,July and August, where it was 422.
So 422,000 is a median sales price,
and 415 in September.
So there's the story. Okay. All right.
There's a little bit of the storythat we're going to talk about today.
(11:53):
Inventory keeps increasingthat this is not news either.
It shouldn't be news to anybody.
Inventory is increasing.
And it has a long way to go.
So, so but it is increasing, which iswhat's softening the market a bit.
And, and depending on where that inventoryand where you are and how high
that inventories getting will dependon how soft the market gets.
(12:17):
And then days on market are trending up.
I was going to ask about that.
It seems like from what I'm hearing
from Realtors in my market,things are sitting a lot longer.
I'm hearingmore and more about price reductions.
Yes, yes.
And what's interesting, we've been talkinga lot in my office that,
you know, in the
previous quick market, I will say quick,quick market, you would be on seven days
(12:41):
and if you didn't have an activity,you're dropping your price.
Okay.
I listed two homesabove $400,000 in Dayton, which is a six.
Not quite luxury,but we really say anything over
500 and Dayton is almost luxury market.
And those homes I did not do a single one.
(13:04):
I didn't do a price reduction.
The other one,I did a price reduction after 21 days.
I'm waiting for 21 days is whatwe are doing in most of us in our office.
Unless the activityis like absolutely none.
Then.
Then you talk to your sellers.
Okay, now, the one I did price drop.
We knew we were going to goa little higher. We kind of felt it.
(13:24):
So we're like, we'll drop in this timeframe if we don't see some activity.
Okay. Sure.
So that is that is all normal.
Now I am in Dayton,Ohio, in the Midwest market
where things don't movecrazy up or down that fast.
You know what I'm thinking aboutright now?
The fact that you said Dayton, Ohio500 and above luxury.
(13:46):
I'm just thinking about Californiaright now.
And they're they're choking on theirdrink right now.
500 luxury
I know.
Right. That might get yeah.
Well, maybe a two room houseor something in California.
I mean, the average sale price inthe state is eight, like over 800,000.
Now it's not the median,but that's the average.
So think of an entire stateas big as California.
(14:09):
California is enormous. It is.
And that is
that's it's just absolutely insane
to think that every area I mean,I've an uncle that lives in San Diego,
him and I talked about the marketall the time.
He bought his house20 some years ago for 300,000,
and he could sell it todayfor 1.5 million.
(14:29):
It is absolutely insane.
And it it is his retirement plan.And that's great.
It's it's a beautiful thing.
And he'll probably move to Arizonaand that'll be that. And
but yeah.
So what are the whatwhat are all these numbers telling us.
Right.
We we're just we're trending and we'vebeen talking about a lot in my office too.
(14:49):
We're trending to what I keep telling you.
Everybody's a normal market.
What we have experienced the last,it feels like decade,
but probably 6 or 7 years
is a very fast moving market,
almost unhealthy,
unhealthy to the sellers, unhealthyto the buyers,
(15:12):
unhealthy for the agent,unhealthy for agent relationships
because we're all fightingand we're all trying to get,
you know, something for our clients,especially if you're in those
lower priced marketswhere the majority of the home sales are,
you know, you're up to probably 250, 300price point.
(15:33):
I have a I have a mapI'll look at in a minute on that.
But it really, that's where you're going
to see some multiple offers,those price range.
Right.
You're still going to seethat we are still seeing
on average about 2.3 offers per home.
Okay.Nationwide that's a nationwide number.
(15:53):
That is actually down.
But down from 2.4.
Okay.
So not crazy.
I really think, again,the inventory tells a story
pending home sales tell a story.
Prices, to be honest, as we justtalked about, we sell a little dip.
(16:15):
But if you look month over month, median
sale prices are remaining fairly steady.
And so there's just a lotof all these numbers to chat through.
But we're kindwe're seeing the majority of the market
see days on market grow, buyers
taking longer to make their decisions
(16:36):
because they don't feel likethey have to jump off the fence.
Right, right, right. Which is good.
We can help somebody buy a homethat's contingent
on selling their homeif if that's a good thing.
Right. All of these things.
So I you know, I'm saying 90 dayswe're not at a 90 day market yet,
(16:58):
but in certain price ranges we are
and in certain price ranges,that's absolutely normal.
We do have the highest month of,
supply numbersthat we've had in years. Yes.
So we are sitting at 4.6 months supply.
Okay. Okay.
So what does that mean.
(17:20):
All right.
This goes back to our little
our little line of zero houses.
Monthsof inventory 12 months of inventory.
When we hit six month inventorythey consider
that a balanced balanced market rightokay okay.
So we see that we're trending there okay.
Now it's an overall supply okay.
(17:42):
Many marketsstill can take plenty of inventory
beforewe're going to see it completely swing.
But you're going to hear the newsand people say you know buyer's
market buyer's market.
And that's why we are.
And like I said in certain price pointsyou're going to see higher inventory.
That's,you know, those larger price points.
(18:02):
You will see a longer month supply there.
And that's okay.
Can I pick your brain on theseon a realtors outlook on this,
especially Realtors that have just saygotten licensed in the last five years
as the days on market have gone longer?
Okay.
In the in the boomwhen things were flying off the market,
(18:25):
I heard a lotand I've heard others in our industry
say for realtors wouldn't
worry too much about even photosor let alone video because, well,
why do I need to spend the moneythe house is going to sell in 2 or 3 days?
As things have gone longernow and things are sitting longer,
what kind of attitudesor psychological states
(18:46):
have you seen in your fellow realtors,especially those that are newer?
Is there a panic? Is there?
Are they struggling?
Are they rethinking how they market?
What's going on mentally for a realtor
in these changing, changing conditions?
So marketing should be should bethe number one place that they look.
(19:08):
Not all smart eye smart agents and agentsthat do the research,
agents that pay attention, agentsthat are really,
really trying to be heavylifting agents as much as you should,
pay attention.
So as an example for my listings,of course, I used, Wow Video tours.
Sure.
And I ran nationwide ads
(19:31):
on my listings.
Being all listings or at a certain pricepoint is just my my,
my, the two that I had paid.
Well, yes, I did do it.
I had another local listingthat was it was price point at like 160.
So I knew locally we'dwe'd get that gone, sure.
But with one I had north of town,it is an area
(19:52):
and this isI do live in a bass town. Right.
We have right, Pat.
So we have people comingin, out all the time.
We also have a lot of aeronautics hereand different things like that.
So I have a lot of peoplecoming in and out for that stuff.
So I knew, hey, somebody is going to comein and buy a 450,000.
house in this area
probably is going to comefrom out of state.
(20:14):
Just a good likely.
Okay, so I ran nationaland now I have no direct correlation.
Again, because I didn't retarget those.
I didn't do any retargeting.
So I can't drill down to a specific buyerthat I received.
But what I can tell you is the personthat's buying that house is from Arizona.
Okay,
so weather that I got to him,
(20:34):
they sell the house,then they went to Zillow
or they were just doing their appand they sell the house.
Come on the market or their agent.
There's many ways for people to see homes.
Right.
But to the pointthat when I was working with the sellers
and they said, hey, here'swhat I'm going to do for you,
here's what I'm going to do.
I'm going to take this media.
We're going to go all out.
(20:56):
They had a great backyard.
We're going to Twilight that backyard out.
We're going to make sure it looks likepeople feel like they can just already
see themselves in your backyardbefore they come walk through the home.
Right.
I also did as Zillow to or
as I knewI needed that activity on Zillow,
and my listing got more activitythan any other listing in the area. Wow.
(21:19):
Yes. So.
And I was under contractat a full price offer, so.
And my sellers felt very comfortableabout the plan to market their home.
So that's that's what we talk about.
That's what I try to tell agentsin the office to like, you have to.
We know price is a lot of this,but you have to market the home
(21:41):
to get as many eyeballs on the home, tothen try to help reach what you need to
for your seller. Right.
That's a that's easy.
That's not a difficult thing.
Unfortunately, in my market,I'm still seeing many houses
that are about probably under 280.
And I'm looking at thesebecause I have a buyer in that price point
and I'm like,why are these agents not taking
(22:04):
photos of these houses?
It is insane to me.
So I think it's
those days on market,even for those homes grow.
To answer your question, yes,these agents are going to go, oh crap, I,
I can't skip up here.
I can't now, you know,we talked about this with Titus.
(22:26):
There's a lot of reasonsagents don't do photos.
They might not have the money,
but the Titus advantage to
that is that it can come out at closing,can come out of closing.
Right.
This is why, you know, we had, Nick,we're railroading and I'll bring us back,
but Nick and I hopped on itlive the, the other day in our Facebook
(22:48):
super user group to just talkabout some questions we were hearing.
We were hearing quite a few peoplesay, hey,
I don't want to offer this to my agentsbecause they don't
they don't wantthese things. And I'm like,
I don't think we
should make those decisions for you.
Like, yeah, why?
And in fact, Nick's stats are only 5 to 20
(23:10):
5 to 20% will use pay a close.
Okay. It's it's more of a lead magnet.
Hey, we offer thisso an agent can have a choice
based off their lifeand their finances at the time.
If they want to pay with a credit cardor if they want to move that payment out,
and they might move it out for 0%,so what would they care?
(23:31):
So what's the opportunity for the realestate photography or videography owner?
The company owner in this current market,say third quarter going into
fourth quarter, what's the opportunityfor us as real estate media professionals
in attracting new clients,new realtor clients?
(23:51):
How can we position ourselvesto be an asset to that realtor?
I think right now, ensuringthat you've got a package that speaks
to helping an agent runan ad or do social media well, right?
Having a real included in a package have,
you know, agents will at least understand
that this is a piece that will come to me,that I can upload and do ads,
(24:16):
or I can run and it can helpget me traction, and it'll help
my seller feel very good about whatI'm doing to help sell their home.
Right.
We doknow first impressions are everything.
Yep. And as we shift into this market,because, again, even those agents,
even the good agents that knewwhen we were selling houses in one hour
(24:39):
that they wanted
the media on their housesbecause that's what they do for a living.
Yes, they sell houses.
That'show they get the next listing. Right?
We talked about that all the time.How do you get the next listing?
So when we are seeing monthly supply
rise days on market rise,
sales prices kind of hanging hangingsteady, you know we're going to end up
(25:00):
selling a little over
4 million houses this year,which is pretty much what they predicted.
You know I don't think we get quitewhere we want.
September, we had a little bit of ratedown that that's going to help October.
I mean we're seeing that we won't seethose numbers till the end of next month.
But we're seeing all of those things
kind of come togetherto release some of that pent up demand.
(25:21):
So, so maybe you do get kind of back to a,you know,
depending on how ratesfor the rest of the year,
we could see some of that demandcome back in the market.
So I say definitely, you got to havepackages that speak to your agents
that say, this is going to help you marketthe house.
This is going to help you runsocial media.
And there's, you know,you don't need to know how to run that.
(25:42):
Give them the content, give them the piecethat they need the 20s, the
you know, this isI go lean into Wow's product with
with this with the trendy videosand in the short insta videos
and they're social6because that is a
that is a usable package for me,that I have all those videos ready to go
(26:02):
that I can schedule and push outand I can market.
So using things like that,go talk to agents.
How are youmarketing your listings? Right?
I think the biggest thing in the fourthquarters,
you've got time to go talk to your people,go talk to them.
That's that's what I'm planning on.
I actually look forward to fourth quarterwhen things can slow down because I'm
(26:23):
out there shooting, you know, spring,summer, early fall, and I'm slammed.
I don't have time to talkwith the realtors.
And I feel kind of bad about thatbecause I, I don't want them
to think that I'm taking them for grantedby not talking to them.
I'm just expecting the business.
But this is that time of yearwhere things do slow down.
You can sit down, consultwith them, check in.
How is your year been? How is the
(26:46):
have you been happy with the mediathat we've been providing for you?
Let's brainstorm marketing ideas.
How can I be of valueto you? An asset to you.
And that's why Shannon, I so value whenyou come on to talk about the numbers,
because you're giving us some educationthat that
we can actually soundlike we know what we're talking about.
And we're not just talkingabout photography or video.
(27:09):
We're talking about the industry
and understanding what the realtoris dealing with day to day in terms of,
yes, you know, real lifenumbers, market conditions.
And if we can add value to that realtor byhaving some knowledge of that ourselves,
being educated in that, how much is thatgoing to impress that realtor?
And hey,this is a very valuable member of my team.
(27:31):
They know what they knowwhat I'm dealing with.
They're trying to find solutions for me.
That's just going to deepen that thatrelationship, that working relationship.
So yeah, I think you could leadwith a great question of just,
you know, reaching out to her.
I'd love to grab coffee.
You know,I see days of marketers stretching,
you know, what's
your I'm curiousabout your marketing plan for 2026
(27:52):
is, you know, agents right now should beplanning seeds for the spring market.
That's what agents should be doing.
Yeah, and so we can do itthe same in the media company
by getting with these guys and ensuringthat you get their spring business,
and you sure that you help them get thator what content could you do for them now?
Because right now could just be contentthat you could do for them, right?
(28:16):
To help them market themselvesover the next three months
to be ready for the spring market.
So yeah, you know, I think, everythingis great with leading with questions.
Right? Leave a question.
Ask them.
Understand these numbers,
get these numbers from your local marketthough right.
Definitely dial in.
These are national numbersthat we're talking about.
You know if we really look regionallywhat we see regionally
(28:39):
is 46% of the sales this yearso far have come from the south,
southeast market. Wow.
46% in just the southeast.
Just the southeast.
Yeah.
You photographers down there,
good on you.
You're busy.
(28:59):
So, yeah.
Now, where are youseeing the majority of price reductions?
Probably southeast.
Southeast. Yeah.
Okay. Yes.
So, you know, in fact, the northeastmarket in the Midwest are primarily flat.
I mean, the northeast, you could say, theythey probably still struggle
with the majority of the inventory issues.
(29:20):
And so and again, Midwest always lags.
We lag behind east west coast,which is a good thing.
It's not a bad thing.
We we lag behindand we kind of see what's happening.
But yeah, get these local numbers.
I mean, again, I can go to my Dayton boardright now, do housing stats
and I can say the housing stat,you know, sales.
Just to give an idea on my local market,compared to the National,
(29:41):
we are up 0.46,
I think, in sales total for the year.
It's been a pretty flat year for sales,but we're still up almost 6%.
And prices know our agentsmaking money still.
Oh yeah. Yes yes.
Just because the units are down.
Volume still up a bit.
(30:02):
Again, price reductions here in Daytonaren't crazy.
We're talking like 10,000 or,you know, even
at the higher rateyou're not seeing a big gap there.
So they understand those local numbers.
And then that's going to helpyou build some questions
that you can lead out and leadthese phone calls, get these coffees
and just see because I dothink as as we head through
(30:25):
fourth quarter,we'll continue to see these trends.
And I think the 2026 spring market,although healthy I think
will be very healthy.
I think we'll have awe'll have longer days on market.
We'll have, you know,agents have to reset expectations.
So think about that.
Agents need to reset
expectations with their sellers.
(30:49):
So yeah, what does that look likefrom the media world?
How can the media world help an agent
reset expectations with their sellers?
It's a great question.
That's a questionI wanted to ask educational content.
Okay.
Help them with some contentbecause they need to be pumping out.
(31:12):
Here'swhat the spring market could look like.
We need to be prepared earlier.
If your move target is X,
it might take 60 days to sell your house.
We need to be prepared and plan,
and we need to do great mediaand make sure your home is ready.
The houses that are still.
Here's the here's the housesthat are still moving very quickly.
(31:33):
Guess what? They have?
Staging, staging,decluttering, decluttering.
They look beautiful.
They're they're ready.They're freshly painted.
And some might not all be perfect.
They might not have all new mechanics
or things like that,but they look good and they get attention.
And so those homes are still still movingpretty quickly.
(31:55):
One of the most basic thingsthat I talk to my realtors about it,
it amazes methat some still just don't get
this is somethingas simple as providing a getting ready
guide to your realtorto give to the seller.
And and I've told sellers,I've complimented
sellers that have taken the timeto actually get their home ready.
(32:16):
I tell them, look, I can shoot, see
a $750,000 house that is not ready,
that the photos don't look as goodas a $350,000 house that is ready.
Yeah.
And so great jobon getting your house ready.
The photos are going to look amazingbecause of it.
Yeah I do a little bit.
But you did the hard workto see the seller's face just light up.
(32:40):
Yeah,they put in a ton of hard work. Right.
So when you do that as a photographer,what you're actually doing
this is where you canadd value to the realtor that hired you.
You are making that realtor look goodbecause you are complimenting the seller,
that they are totally stressed out rightnow, right?
This getting ready to sell their home isone of the most stressful times of life,
(33:02):
so anything you can do to bring some peaceinto their life and make them feel good,
you are.
You are making yourself valuableto that realtor
and helping make this whole transactiona much smoother one.
It goes beyond just good photos.
It's how you interactwith the sellers as well.
So if you can be that right, that's
(33:23):
when I talk aboutbeing a part of a Realtors team.
That's what I'm talking about.
It's not just about taking the photosand the video.
Yeah, we're creatives,but we're also marketing consultants
and salespeople and businessdevelopment people.
Make your
you will make yourselfso invaluable to that realtor
by taking that kind of approach,
(33:44):
something as simple as complimentingthe seller on the work that they did.
Absolutely.
Because you can't just be the photoguy, right?
The girl like,you have to be, oh, my media company
or my media person or my, my, my guy,my girl.
Like, that is who you want to be.
You don't want to be.Oh, I you know, who do you use?
(34:04):
Sometimes I use this company.
Sometimes I use that company.
You know,you're a commodity or commodity at that.
Yeah.
And this is a service industry. Yes.
You're going to deliverdigital assets, but
a photographer is a professional service.
At the heart of everything.
(34:24):
Right.
And agents are going to have to lean in
to this marketing.
They really it's worth swinging back.
Again like I said this is all good thingsbuyers don't have to buy homes
without home inspections.
But like that all of thesethings are actually very healthy.
Realtorsentiment is confidence is is good.
(34:47):
They're predicting right now
14% increase in sales in 2026.
So really and I think that's kindof being driven by some interest rate,
interest rates is interesting.
And I think my next podcast with you guys,I want to actually bring somebody on
and help us dive into interest ratesand just what it means,
(35:07):
because there's a lot of peoplethat just really don't understand.
Like if the fed just cuts rates a quarter,
that doesn't alwaysmean interest rates are going to go down.
And sometimes the
fed cuts rates and interest rates go upand people are like,
well, it's all about the basis pointsand things don't trickle all the way
just from the fedcutting the interest rate.
(35:30):
So there's a lot that goes into that.
But I think the interest rate will bewhat kind of leads us into next year.
And if we can stay where we're ator get a little bit further down at six,
maybe a little under six,then I think you'll really start
to see some other movement.
I mean, you still got a lot of the marketthat has an interest rate
(35:50):
between 3 and 6%.
But you have 30% of the marketbuying in cash.
think of that.
Wow, 30%.
The market's buying in cash.
Really?
This is what of that.
Was it higher back even say a year ago?
(36:13):
I have to go.
Look I didn't look at that yearover year on that because I swear
I heard about a lot of cash offersand that was boggling my mind.
Yeah. Well and it's because a lot okay.
So remember we talked about that.
So what is it like 51% of people havean interest rate under 4% or something.
Now the 3%.
There's been quite a few peopleto move out of those.
(36:33):
So we've seen some movement
out of the three like that's under threeis finally like not so high.
Like it's good.
But there's still a lot between 4 and 6,but with like over 50%.
The market having an interest rate, around4% is like that.
You're not going to get people out.
But at the same time you hadI can't remember what the percentage was.
(36:54):
I'd have to go look.
But it was, I think, almost like 45% of
peoplehad more than 50% equity in their home.
So that's a lot of equity.
And so people have bought cashfrom their homes being paid off.
And whether they've done a bridge loanor they've just had the assets to buy
and then selland then replenish their assets,
(37:15):
which is what's happened with those cashdeals, a lot of them.
So now and you're still seeing investorsbuy, especially certain areas.
That's what I was going to say
are earn a lot of those cash deals alsoan investment properties or investors.
Yeah yeah yeah yeah.
But be the market becoming more affordablewill help curb a little bit of that.
And that actually isn't a bad thing.
(37:35):
We know we can't get too many
neighborhoods bought out by investorsand just be rental neighborhoods.
You've got to have a kind of a combinationin there to keep neighborhoods healthy.
And, you know, unfortunately,it is just a proven fact
that renters don't take care of thehome as much as a homeowner
because they don't own it.
So yes, yes.
(37:55):
But the American dream is alive and welland you've got to do your local research.
I cannot stress that enough.
I'm happy to give these numbers.
I'm happy to give you the resources againto these numbers.
You can go get them yourself.
NAR.Realtor
is where I get a lot of the stats from.
I also get a lot from Keller Williams.
Because I have that access.
(38:16):
You know, I look at my local data numbersall the time, every day, every day
and every day.
Inventory is risingjust a bit in the Dayton market.
And that's what we're seeing.
But sales are holding strong and,and we're not like, I, like I said, we
we hit the bottom year over year agoand we should trend up a bit,
(38:37):
and a healthier market for everybody,
for media companies included.
There you go.
So as we kind of wrap things,wrap things up here,
at the end of the podcast,going into fourth quarter
and first quarter of 2026,what would be your one piece of advice
to that real estate media owner right nowto get ready?
(38:59):
Well, I mean, we're already infourth quarter, but to get ready for the,
you know, fourth quarterand headed into first quarter 2026.
Well, we've already we've already said it.
Craig. Call your people.
Talk to your people.
Have these conversations.
Know what your top VIPsare planning on for spring.
And ask them how you can help them.
(39:21):
Simple enough.
It's simple
and have the numbers bring them with you,right?
Yes, and ask them and say,hey, I'd love to dial into any data
you have about the market and understandit more.
Right.
And it might be a, hey,can I meet you at the office
for 20 minutesand that's easier for the agent.
That's fine.Meet them where they are. Right.
You know, if they can't havea conversation on the phone, count
(39:44):
that as an appointment.
But right now, I mean, one once a day,you should have the time to make a phone
call, say hello, stop by an office,see who you can see.
You know, get into some office meetings,and then go
make sure you're the one taking the mediaat their at their holiday events. So
(40:04):
that's good.
You know, it's relationship time, right?
It's relationship time.
We're we're kind of getting throughshooting time now some markets right
are still pretty busy.
And they'll stay busy for anotherprobably 30 or 45 days.
You knowOctober is typically their last listening.
So you can try to sell for them.
The year I've beenI've been slammed with shoots in October.
Yeah.
(40:24):
It's like I'm wanting to shiftinto that meeting mode.
I can't I can't yet.
It's like I don’t have time.
It's a good problem to have for sureyou know.
Wow seen another record year.
So and we'll share some of that datawhen we're at REPP.
But it, it, it shouldn'tbe difficult to grow your business
right now with the agentshaving days on market getting longer.
(40:47):
Their mindset should be shifting to
I really need to do a good jobof marketing this house
and maybe or one of our media companiesthat has kind of signed up and talking
about pay at closecould just get you together and say, hey,
I want to helpyou make your money work for you.
I want to tell you about somethingnew I'm offering.
Can we get together and and talk about it?
(41:08):
What what what a powerful wayto like, reach out to somebody right?
For sure.
Hey, Ihave something that might help you like.
And it's not just a video or
no different tool.
Yeah.
Again, you're you're adding value
in in new creative waysthat helps their business.
So yeah.
(41:28):
Good stuff.
Shannon LandersI can't call you a guest anymore.
I mean, you're partand you're part of the team.
You're a regular.
So thank you.
We always appreciate the insightyou bring to us, on the numbers
side of things. So,
appreciate it.
Thank you.
I appreciate it.
And, I appreciate you, Craig,for all that you do for us.
(41:49):
And thank you for,you know, the podcast and all you do,
because we help a lot of people,all the time. It's been a privilege.
And and that is really great.
So, and I, I'm loving everythingyou're doing, Craig.
So keep it up.
Oh, shucks. Good. Make me blush. No,
seriously,
guys, though I do enjoy doing this. My.
And I've shared this.
(42:10):
Those are thehave the. Listen for a long time.
You already know this,but my my background was broadcasting.
I worked in radio for almost 20 years,and when I realized I wasn't going
to continue in that industry anymore,there was a little bit of a like a grief
because I there's parts of itI just really enjoy doing.
So the fact that I get to do thisand be with an audience every week and,
(42:32):
and hopefully provide some content that isgoing to help them and benefit them.
I mean, I really dosee that as a privilege.
It, it,you know, kind of breaks up my week.
You know, it just provides me variety.
I think I have a little ADD so, you know,changing things up I think really helps.
It also work right.
Adult onset ADD.
(42:53):
it is, it is, it is.
There's too many things going on.
I really got diagnosed with it to myself.
And did you.
Yeah.
And it they say it's just there'stoo many things coming at us.
There's too many ways to communicate.
There's. Yeah.
Yeah.
So to that point guys get in your,get in your, you know,
get in your prioritiesof what you need to do and focus on that.
(43:15):
Yeah.
And sometimes you dogot to let some things,
you know, not happen or say, no,this that's been this week for me.
I've been grinding on some stuff,getting it ready for the conferences and,
and I've had to tell other clients,I'm sorry, I need to help you next week.
And sometimes that happens, right?
But now.
But thanks again,
I love it, I love it, I get on every week,if I could with you guys.
(43:37):
Nobody wants to hear me every week.
I know that's.
We'll talk to Todd.
Maybe. Maybe that can happen.
Anyway, guys,thank you so much for the time.
We know, you're still busy,you know, this time of year.
So we appreciate the timeyou take to listen, to watch.
If you found some value to this podcast,we'd love a, like, on YouTube.
(43:57):
Feel free to share it in the various,real estate media groups
that are out there on Facebookand whatnot.
And, just make sure you take some timeto breathe,
be thankful for the blessings in your lifeand have a great week.
Take care.
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