As the real estate market enters a new season, more signs are emerging that suggest a slow but steady move toward buyer friendly conditions. After years of sellers holding the upper hand, buyers are beginning to gain leverage in negotiations and that shift means agents may need to update their strategies to stay competitive.

On a recent episode of a popular real estate podcast, Dan Cooper, Founder and CEO of Gitcha, shared insights into how today’s agents can better serve their clients in this evolving landscape. Cooper believes that the market, long focused on seller service, is undergoing a recalibration and agents must be prepared to adapt.

Treating Buyers with Equal Priority

For years, the typical real estate workflow has centered around listings. Cooper explained that agents often devote significant time and energy upfront to preparing a home for market staging, pricing, marketing, and more. But when working with buyers, that same level of preparation and service hasn’t always been the norm.

“You can’t just say, ‘Don’t worry, the seller pays me,’ and go through the motions,” Cooper said. “You have to put in the work. Buyers deserve the same attention, strategy, and effort as sellers especially in a market where they have more control.”

Most Agents Haven’t Seen a Market Like This

According to Cooper, it’s been over a decade since real estate professionals have had to navigate true buyers’ market conditions. What makes that significant is that a large portion of today’s agents weren’t in the industry back then.

Only a small percentage of agents were active the last time the market truly favored buyers. That means many professionals today are encountering these dynamics for the very first time, and with that comes a learning curve.

The strategies and habits formed during years of seller driven activity don’t always apply in a market where buyers have the power to negotiate and walk away. Cooper urges agents to recognize this shift and adjust accordingly.

Break the Routine and Get Creative

Cooper shared a personal story about his own home sale experience during a tough housing cycle. At the time, he observed that many agents relied on a “checklist” approach to marketing homes: listing in the newspaper, sending emails to their sphere, distributing a few postcards, hosting a broker open, and eventually dropping the price if offers didn’t come in.

“There wasn’t much strategy beyond the basics,” he recalled. “They didn’t know how to really meet the market where it was.”

That lesson still applies today. As buyer expectations grow and market behavior shifts, agents must be willing to rethink their approach. Cooper encourages professionals not to shy away from trying new tactics or enhancing their services to better reflect current conditions.

“Don’t be afraid to innovate,” he said. “Offer more of a concierge level experience for buyers. Go the extra mile. That’s what will set you apart when things get competitive.”

Rethinking Listing Visibility

Another change agents must contend with is how properties are marketed in this environment. Cooper expressed concern over the increasing use of private listing systems that limit a property’s exposure to potential buyers.

In a buyers’ market, where properties take longer to sell and buyers are more selective, hiding listings can backfire. Cooper emphasized that keeping inventory visible and accessible is essential for sellers who want to compete and for buyers who need access to all available options.

“When listings are kept private to benefit a particular group or firm, it doesn’t help the broader marketplace,” he said. “In this kind of market, visibility is everything. You want your listings to be seen.”

What Agents Should Focus On Now

As market dynamics evolve, agents are being called to raise their level of service across the board. Rather than relying on past routines, today’s successful professionals are those who understand the importance of flexibility, creativity, and client education.

Buyers now expect more from their agents they want market insights, responsive communication, and a strategic partner who can guide them through a longer and sometimes more complex buying process.

The opportunity is there for agents who are willing to meet the moment with professionalism, preparation, and a willingness to grow. Cooper’s advice is clear: rethink your process, step up your service, and meet both buyers and sellers where they are not where the market was five years ago.

Any readers with questions or that need real estate help can contact LIST WITH ELIZABETH – Elizabeth Ann Kline at 703-829-5478.