NAR's chief economist shares what now needs to happen to bring down borrowing costs and increase affordability for home buyers.

If the items you share online are all about buying or selling a home, you're missing chances to appeal to future customers who aren't quite ready to make a move. Here's how to target everyone with your content.

Opendoor's new ad campaign highlights the company as an "all-weather" solution, with marketing Vice President David Corns noting that the firm is "set up for a hot or cool market." Television and direct mail have been key advertising channels for the platform.

Real estate developer Sam Mizrahi writes that kindness can pay off in business, but it "has to be authentic, not deployed as a strategy for getting something you want." Customers, Mizrahi writes, can be lost due to "indifference in attitude."

"Home prices have increased at a pace that far exceeds wage gains, especially for low- and middle-income workers," says NAR Chief Economist Lawrence Yun.

Sellers and homebuilders are scrambling to adjust to shrinking demand for houses and a pullback in prices. Real estate professional Kevin Brown says he has scores of homes under construction that remain unsold.

Google search data indicates a surge in curiosity regarding a "housing crash," with use of this search term reaching a high point last month. The Fannie Mae Home Purchase Sentiment Index, meanwhile, shows a widespread loss in consumer confidence.

David Arena, head of global real estate at JPMorgan Chase, says the company's new 60-story headquarters under construction is constantly being evaluated to make sure it has the most up-to-date amenities. In this Q&A, Arena says every pre-pandemic decision was reevaluated "to see if we could do better and to center more around four constituencies: shareholders, employees, clients and communities."

Many building owners across the country are deciding not to renew federal Section 8 contracts, attracted by demand for market-rate units and rising rents. Meanwhile, nearly one in four Low-Income Housing Tax Credit contracts will expire by 2030.

Sanjiv Das, former CEO of CitiMortgage and Caliber Home Loans, says the public and private sectors must cooperate to support homeownership when interest rates eventually recede. The cost of loan origination remains an obstacle, and Das calls for the creation of a national financial database.