Next year will once again be a year where skill-based real estate agents win. It’s no longer about personality or connections—it’s about delivering value your clients can’t get anywhere else. But how do you do that?
Zillow Chief Economist Skylar Olsen has the answer: it’s all about the data. In a recent episode of the Knowledge Broker’s Podcast, Olsen shared two must-watch metrics that top-performing agents use to educate their clients and close more deals:
- Days to Pending
- New Listings
Deeply understanding trends for these data points in your local market will help you guide buyers and sellers with confidence, anticipate challenges, and seize opportunities. Read on to learn how these insights can elevate your game and set you apart from the competition.
And be sure to make time to watch the full conversation—this is a can’t-miss episode!
#1: Days to Pending
Olsen emphasized the importance of the days to pending metric, which measures how quickly homes go under contract after hitting the market.
This data is not just informative—it’s actionable.
You likely have a good idea of how quickly a well-priced, popular home will go under contract in your local market. Olsen explained how you can use this information to offer insights into buyer urgency and seller competition.
Here’s how you can present that to your buyer clients:
Set Buyer Expectations Early:
“At the height of this shopping season, you’re probably going to have two weeks from when you see a popular home that’s well priced and when that thing will go pending… That’s a fast move. So let’s talk early about what you’re looking for.”
Leverage Seasonal Trends:
“We’re in the slow part right now. We’re moving into December. The housing market slows down during the holidays. So this could be either an opportunity for the inventory that we do see, or maybe we can negotiate it down. Because homes at this time of year do spend longer on the market, so we can have a little bit of time to get ready.”
Skill-based agents know that understanding—and communicating—this data sets the tone for client confidence and readiness.
#2: New Listings
New listings are another crucial metric Olsen urged agents to monitor closely. The flow of fresh inventory into the market varies significantly depending on location and time of year, impacting buyer and seller strategies alike.
Here are some talking points agents can use when talking about new listings.
Prepare for Market Changes:
“So in January and February, we’re going to start seeing new listings really come back. That’s going to be the time we’re going to really want to be ready.”
Set Local Expectations:
Olsen stressed comparing current inventory levels to pre-pandemic norms in your local market. For agents in markets with low inventory (like Hartford, CT), agents can prepare buyers for stiff competition while highlighting the opportunity:
“Look, it’s going to be rough. But that’s a good thing—in terms of once we buy, we can be more sure that our home price growth is going to be consistent. This is more of an investment opportunity than in most places.”
In other markets, like San Antonio and Austin, inventory levels now exceed pre-pandemic norms, offering opportunities for motivated buyers.
“We might be able to bargain down those prices, especially as more inventory comes to the market over the next couple of months.”
I think those two things—new listings and anchoring it to what’s “normal,” and then also days to pending—is really motivating.
Putting It All Together
For real estate agents, the takeaway is clear: mastering these metrics isn’t just about understanding the market—it’s about communicating value to clients.
Whether helping buyers prepare for a fast-moving spring market or advising sellers on timing and competition, staying on top of these two powerful and motivating metrics is key to building trust and closing deals.
It helps you show that you’re watching what the buyers care about (‘my opportunities’) and you are on top of it.
Knowledge is power—as long as you’re putting it to work.
The spring market is now. So, what will you do this month to stand out as the knowledge broker who knows your market better than anyone?
