THE CHEW Ed. 5 | Gary on Problems VS Opportunities + Tariffs

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Chew on this...

"Never put pressure on your money.

Put pressure on the actions that generate the money."

- Gary

Sellers Willing to Pay More Than Expected for These Outcomes

A study by Anytime Estimate Role of the Realtor shows what sellers are willing to pay their real estate agent more for, like higher home sale price, faster home sale, strong negotiation skills, and a proven record of sales.t 1.32.32 PM

Here’s the good news: There are very specific services and outcomes that sellers prioritize and they're willing to pay you more than expected for it.
Here’s the challenging news: There is a very small group (bottom of the graph) that’s unwilling to pay you above what they expect, no matter the outcome or service level you provide.

“Action defeats fear.”
– Gary

The Cost of Things You Can’t See

National Association of Home Builders (NAHB) breaks down the costs of new construction housing. The data is sorted by finishes you can see like major appliances and landscaping, and things you cannot see, like framing, foundation and site work.

Here’s our takeaway: It’s hard to assign value to things you can’t see or touch. Almost 35% of a new home construction budget, from site work to framing, is hidden in the end product.
Potential future challenge: Last year, $14 billion worth of imported goods were used in new multi- and single-family housing. Economists predict new tariffs could raise the cost of a new construction home by $17-22,000.

Despite Trust Drop, People Still Want Agents

Percent change in seller opinion of real estate agents in the U.S. from 2024 to 2025. Trust in real estate agents is down 11% but 90% of people still believe it's important to use a real estate agent.

Here’s our Aha: NAR data shows roughly 9 in 10 sellers use a real estate agent. In the abstract, only 63% of people think real estate agents are necessary to the home-selling process. The closer sellers get to the actual work of selling their home, 91% of them realize they want an experienced advisor in the room.
Negative media attention and public distrust of all professions (yes, even nurses have fallen about 1% per year since 2021!) have decreased confidence in real estate agents. Here are some actionable, research-backed ways you can boost trustworthiness:
1. Work Closer With Your Lender. In 2024, sellers rated mortgage lenders more trustworthy than real estate agents, which is absurd.
2. Meet Face-to-Face. Almost 75% of sellers want to meet their real estate agent face-to-face for the first appointment.
3. Meet Them Where They Are. Once the listing agreement is signed, sellers prefer non-face-to-face communication — most favor follow-up by phone call.
4. Set Expectations Up Front. 75% of sellers expect to hear from their agent multiple times per week once their home hits the market, with over 1 in 6 expecting an update every single day.
We wrote Value Squared exactly for this reason. Rewatch it on Command.

Rewatch Value Squared

“Don’t wake up every morning and worry about the empty chairs. Wake up and think about the filled ones.”
– Jason

Gary's Nightstand

Resilience by Harvard Business Review

Finish What You Start by Peter Hollins

Gary's Writing Stand

Paper in hand like Gary? Iconic. Prefer it typed? Read the digital version.

Gary Keller's handwritten note this month for THE CHEW is about problems and how to turn problems into opportunities you can act on.

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Edition 5 | May 2025

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