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Keller Williams exec urges agents to target motivated movers

Jason Abrams said elevated mortgage rates are reducing both listings and would be buyers who are waiting for affordability.

Reported · Written up by our desk · Residential

Keller Williams chief industry and strategy officer Jason Abrams told attendees at HousingWire’s Mortgage Banking Summit in Dallas that agents should adjust prospecting during a slower housing market by focusing on buyers and sellers who need to move, such as people facing job relocations, divorces, or family changes.

Abrams said those motivated consumers tend to transact regardless of market conditions, offering agents a more reliable pipeline amid elevated mortgage rates and low inventory.

He added that higher mortgage rates are affecting both sides of deals, noting fewer listings are appearing as some sellers choose not to leave their current low rate, and that at 7.5% mortgage rates it is harder to persuade them to list.

On the buyer side, Abrams said higher rates are also influencing participation, though the provided excerpt does not include additional details.

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