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WELCOME
Good news, Buyer’s Week is nearly here. Have buyers waiting for the right moment? Pass this along: Realtor.com expects September 27–October 3 to be the best week of 2026 to purchase a home. Why?
Active listings could be up to 31.9% higher than at the start of the year
Buyer competition is typically 30.1% lower than at its seasonal peak
Homes may spend 13 extra days on the market, creating more room to negotiate
Buyers could also save roughly $14,000 compared with the summer price peak. Mortgage rates are still their own hurdle, but for anyone who can make the numbers work, this may be the year’s best combination of selection, time, and leverage. 💸
As AI floods the industry with more information than ever, knowing what to trust may become an agent’s greatest advantage. On the latest Rise Above the Ranks, James Harris sits down with Inman CEO Tom Bohn to discuss how real estate media—and the industry itself—must evolve. Bohn shares his vision for creating the “Bloomberg of residential real estate,” explains how professionals can separate credible signals from the noise, and predicts a future with fewer agents but more true professionals.
TRACK THE MARKET: New-build incentives increase
With elevated mortgage rates and high home prices keeping buyers on the sidelines, builders are finding new ways to make the numbers work. New-home sales recently fell 6.3%, prompting more builders to pair price cuts with financing incentives, closing-cost assistance, and other promotions.
By the numbers:
In August, nearly one in five (18.8%) of new-construction listings offered at least one promotion. Reduced rates were the most common, appearing on 13.8% of listings, followed by flex cash at 4.8% and closing-cost assistance at 2.9%.
The average promotional interest rate for new builds was 3.92%, compared with August’s average market rate of 6.67%. On a median-priced new home, that translates to monthly savings of $614 with 20% down—and more than $112,000 in additional purchasing power for a buyer with a $2,000 principal-and-interest budget.
Incentives appeared on roughly 19% of new-home listings in the West and South, compared with just 4.8% in the Northeast. Reduced-rate offers were especially common in the $500,000-to-$1 million range, where builders are competing for move-up buyers reluctant to surrender their existing low-rate mortgages.
For agents, new construction may offer an affordability solution that the listing price alone doesn’t reveal. The key is helping buyers compare the full financial package—and determine whether an advertised rate is permanent, adjustable, or a temporary buydown.
DIVE IN
The Friday Five
📖 Kansas City, MO. Interior Designer Paige Wassel’s best FBMP finds in greater KC.
👀 Beauty in the Bird Streets. See inside Josh Flagg’s latest listing—with city and ocean views throughout.
👀 Hampton’s home. Meg Ryan listed her freshly flipped Hampton’s residence. It went pending in just two weeks.
💡 School’s in session. Why multi-family landlords are looking for vacant schools, then turning them into highly desirable residences.
💡 Post inspiration. Don’t just post about your newest listing or last closed deal. Try this instead.
WHAT’S NEW FROM ESTATE MEDIA
Futuristic mansions, the Bieber's first buy in NYC, and Joe Jonas’ surprising exit
House of Celebs with host Scott takes you inside the properties the latest celebrity and luxury headlines are built on, complete with home tours, backstories, and eye-watering price tags. In the latest episode, Scott brings you behind the scenes to tour a 12-year-old Full House mansion that still looks ready for 2050, plus the understated condo that marks this most-watched couple’s first time buying together in NYC.
Tap here to watch the full episode—plus Scott’s hot take each property—now.
FEATURED LUXURY LISTING
TIPS & TAKEAWAYS
Quote of the Week
In real estate, your personal identity is no longer separate from your professional brand. What you say off camera matters, even when you don’t realize someone’s listening. Protect your character, watch what you say, and think twice before you post.
As Glennda puts it:
Professionalism isn’t who you are when you think the clients are watching. It’s who you are when you think they’re not.
HANGS & HAPPENINGS
Sotheby's International Realty Global Networking Event | San Francisco, CA | October 5 - 8, 2026
The Global Networking Event (GNE) is the brand’s signature event designed for sales associates, managers, and broker/owners. GNE brings the Sotheby’s International Realty community together, giving agents and our network the opportunity to build connections, fuel referrals, and tap into a powerful channel of inspiration and motivation.
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