The process of establishing a written agreement with a consumer is a prime opportunity to explain what you do and the value you bring to the transaction. Keep in mind that selling the value of an intangible service, such as what you offer to buyers and sellers, may take extra thought and explanation.

Dramatic openings work for trial attorneys and they can work for advertisers, writes Little Hands of Stone co-founder Matt McCain, who draws on a conversation with a lawyer to recommend several marketing techniques. Others include embracing counterarguments and giving allies memorable lines to reuse.

Salespeople should develop different narratives such as the customer-success narrative or the innovation narrative, advises Anthony Iannarino, a speaker and sales expert, rather than only focusing on pitching the product. "If you are a sales leader, provide your sales teams with well-designed narratives, train them on the content, and practice until your team can handle any challenge by applying the right narrative to overcome any resistance," Iannarino writes.

Column Five offers 10 tips for creating the best visuals in content marketing, such as limiting the palette to five colors, keeping it simple without cluttering and creating a logical hierarchy. Negative space is important to ensure brand messaging stands out and iconography should only be used to improve comprehension.

High homebuying costs continue to push consumers toward rentals, fueling a multifamily boom. But how long will it last?

One metro area saw its median price surpass $2 million. Find out why the surge brings both good and bad news.

Los Angeles developer Meir Kroll, known for building homes for A-list athletes, has unveiled his first project outside of L.A. in Boca Raton, Fla. The $6.85 million Villa Mallorca, listed with Senada Adzem and Brian Ross of Douglas Elliman, features five bedrooms and seven bathrooms.

The Biden administration is looking to bolster the supply of housing, including by announcing $100 million in grants for state and local governments. Multiple agencies are involved, with efforts focused on issues such as permitting, regulation and financing. "The federal government has become a true partner in helping local leaders cut the red tape," said Adrianne Todman, acting secretary for the Department of Housing and Urban Development.

Federal Reserve Bank of Atlanta President Raphael Bostic says he believes he will be ready to support a cut in interest rates this year, although he cautioned that he still wants to see "a little more data." The central bank does not want to make a misstep that forces it to change course after starting cuts, Bostic emphasized.

Bank of America CEO Brian Moynihan remains optimistic about the economy, saying the bank no longer predicts a recession. Moynihan emphasizes the resilience of consumers despite higher interest rates from the Federal Reserve, noting a slowdown in spending, rather than a halt. Moynihan advocates for rate cuts to prevent consumer despair and to restore confidence in economic recovery.