REALTORS® strive to lead change in their communities. But if you're new to the business or haven't gotten involved in a service project for some time, you may be wondering where you can have the biggest impact. Jenean Watson, an agent from Sacramento, Calif., advises turning to your local association to find out about opportunities to give back. Listen to Drive With NAR for a roadmap on getting involved in your community.

PepsiCo's TikTok campaign for the launch of Starry is an example of a brand using social media to build authentic connections with its audience, Victoria Martinez writes. Marketers can create social strategies that build trust and credibility by being consistent, transparent, posting original content that users can relate to and making genuine connections by responding and engaging to comments, Martinez advises.

EnTribe finds 51% of consumers scroll past influencer posts in web feeds, which Cision's Sinead Norenius-Raniere attributes to consumer fatigue from "macro celebrity influencers and the constant, very high-polished sponsored ad." Norenius-Raniere says consumers respond to influencers with smaller followings who are accessible and they're yielding higher engagement rates, but notes the key is finding the proper balance between product and persona.

Brands and politics are increasingly becoming intertwined, which means brands need to decide when and how they're going to speak up and how they're going to uphold their missions and values, write academics Jacqueline Babb and Matthew Dabros. "To avoid inflicting lasting reputational damage, communicators need to quickly decide whether to react to divisive political events. But thinking ahead is preferable to issuing reactive, inauthentic statements," they write.

The luxury tower built by Related Companies for New York's elite has struggled to fill units, with the developer turning to deep discounts as a way to win closings. The goal of the Hudson Yards project was to transform a roughly 28-acre railyard on Manhattan's far west side into a new destination for the global elite, complete with high-end amenities, luxury stores, restaurants and office towers.

Attic spaces offer multiple options from entertainment to a guest space. "When creating a bedroom and bathroom in a loft remember it is a balance of functionality and aesthetics," says Olivine Design co-founder Victoria Gray.

Brokerages are best served when harnessing property technology if they ensure they have Service Level Agreements in place with vendors, investigate the quality and timing of customer support and establish auditing practices to review the continued quality and cost-efficiency of their vendors' services.

Banks are turning away from the small-mortgage market, forcing borrowers into risky alternatives, advocates say. Home buyers can face challenges in finding mortgages for less than $150,000.

Banks are increasingly reworking terms on commercial real estate loans to help borrowers avoid default. Measures offered include loan modification and extension, as well as derivatives that ease interest costs.