The Art of the CMA

03/31/2026

When a seller sits down with their spouse after you leave, they'll replay the conversation.

The agents who win listings are the ones whose pricing logic is simple enough to survive that replay.

Not because they dumbed it down. Because they distilled it.

A great CMA doesn't show everything you know. It shows exactly what the seller needs to know to move forward with confidence.

From the chapter on CMA anatomy in The Art of the CMA.
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03/27/2026

For some reason my spellcheck keeps flagging the word "Zelephant" but it seems perfectly cromulant to me.

03/27/2026

Housing prices have shot up more than 400% since 1985. So value and affordability are more important than ever.

That means working with an experienced agent who is skilled in home pricing and valuation is also more important than ever.

Flashback Favorite 🔙 Charted: American Income vs. Home Prices (1985–2025) 🏘️ From the Archive: https://lnkd.in/eJR7m_gM | 11 comments on LinkedIn

03/23/2026

We talk a lot about the "Science" of real estate, the data, the CMAs, and the market velocity. But at the end of the day, this is a human business.

In The Art of the CMA, I wanted to highlight that the real "Rising Stars" in our industry aren't just the ones with the most listings. They are the ones who are committed to the people behind the paperwork.

Digital transformation is changing the tools we use, but it can’t replace the "Mindset of Mastery." It can’t replace your ability to sit at a kitchen table, listen to a family’s dreams, and provide the steady hand they need to move forward.

To the agents and teams who treat every CMA as a chance to help someone win: You are the backbone of this industry. Your passion is the one thing no software can replicate.

03/17/2026

We talk a lot about the "Science" of real estate: the data, the CMAs, and the market velocity. But at the end of the day, this is a human business.

In The Art of the CMA, I wanted to highlight that the real "Rising Stars" in our industry aren't just the ones with the most listings. They are the ones who are committed to the people behind the paperwork.

Digital transformation is changing the tools we use, but it can’t replace the "Mindset of Mastery." It can’t replace your ability to sit at a kitchen table, listen to a family’s dreams, and provide the steady hand they need to move forward.

To the agents and teams who treat every CMA as a chance to help someone win: You are the backbone of this industry. Your passion is the one thing no software can replicate.

03/11/2026

The hardest part of this job isn't finding the data; it’s being the one to deliver it when it’s not what the client expected.

We’ve all been in that position where a seller has a number in their head that the market just won't support. It’s tempting to just "take the listing" and hope for a price reduction later. But the real masters of this craft know that their name is their most valuable asset.

When you lead with honesty, you aren't just giving a price; you’re protecting that family’s time and equity. You’re showing them that you care more about their end result than your own yard sign.

To the agents and teams who have the backbone to stay objective: that’s how you build a "forever" business. You aren't just selling houses; you’re building a legacy of trust.

03/04/2026

The "Zelephant" in the Room

Stop losing sleep over the "Zelephant" in the room.

For years, real estate agents have reacted to Zillow with fear and loathing. But here is the secret: the Zestimate is actually a gift to data-savvy agents.

I call it "Zestimate Judo". Instead of getting defensive when a seller says, "But Zillow says my house is worth X," use that number as your springboard.

Zillow’s own former CEO sold his Seattle home for 40% less than its Zestimate. If the guy who ran the company can’t rely on the algorithm, why should your client?

Computers give answers, but they don’t provide perspective. That’s what you get paid for. Show your work, demonstrate your local expertise, and just win, baby.

02/27/2026

In today's digital world, information is everywhere. Sellers can find "prices" on their phones in seconds. But information without context is just noise.

In The Art of the CMA, we talk about how the real magic happens in the interpretation.

Your role isn't just to hand over a report; it's to provide the perspective that makes that report make sense. You are the one who can explain why a house three doors down isn't a comp, or why a shift in interest rates changes their specific leverage.

When you focus on the narrative, you empower your clients to make decisions based on clarity, not confusion. You aren't just giving them facts; you're giving them the confidence to move forward.

What is the "Story" of your local market right now? Are you seeing a shift in buyer behavior or a new trend in condition?

Comment below.

02/23/2026

In a world where everyone has access to Zillow, the value of an agent has shifted. You aren't just "finding" information anymore; you are filtering it.

In The Art of the CMA, we talk about how a professional's real skill lies in their ability to look at 20 "comps" and know which 17 are just noise.

That's a high-level skill 💯. It takes experience to look a seller in the eye and explain why the house next door isn't a reflection of their home’s value. It takes mastery to protect your client from the "distractions" of the market so they can focus on the goal.

To the agents and teams out there doing the deep work: your ability to provide clarity in a crowded market is what makes you indispensable. You aren't just selling houses; you’re providing peace of mind.

What’s one property you recently 'filtered out' to protect your client's strategy? Let’s celebrate the expert choices we make every day.😊

02/19/2026

In a hot market with low inventory, "Pocket Listings" start looking like a savvy strategy. But let's call it what it is: a credibility problem.

When you keep a home off the MLS, you’re essentially telling your seller that your personal network is more powerful than the collective reach of thousands of browsing buyers. Most of the time, that’s just not true.

Worse, you're starving the market of the data points we all need to do our jobs. Every time a pocket listing sells in the dark, the next CMA in that neighborhood gets a little less accurate.

Don't be the agent who does the bare minimum. Be the one who uses the system to get the best result for the client and the community.

02/16/2026

DON'T DRIVE YOUR BUSINESS LOOKING IN THE REARVIEW MIRROR.

One of the biggest hurdles we face is "Old News." A seller remembers what the house down the street sold for last summer, and they anchor their entire financial future to that number.

In the book, we talk about the importance of the CMA being a snapshot in time.

The market is a living thing. Interest rates move, inventory shifts, and buyer sentiment can change in a weekend. As a professional, your value isn't just in finding the data; it's in knowing when that data is no longer relevant.

Don't let your sellers build a strategy on "spoiled" data. Keep your analysis fresh, keep your perspective current, and always price for the market you're in, not the one you remember.

How far back do you go for your comps in today's market? 3 months? 6 months? Let’s compare notes below.