Low affordability tamps down home sales in January | Authenticity isn't the key to Gen Z hearts and minds | Will lower mortgage rates make home buyers more confident?
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Best Practices in Sales & Marketing
Authenticity isn't the key to Gen Z hearts and minds Brands should focus on impact and resonance rather than authenticity when targeting Generation Z, writes Reid Litman, a global director at Ogilvy Consulting. Gen Z is more interested in how a brand makes them feel and the tangible impact it has, Litman writes, noting that brands should emphasize adaptability, embrace multiple truths and prioritize community-driven validation. Full Story: Ad Age (tiered subscription model) (2/20)
California wildfires cause up to $30B in real estate losses A Los Angeles Times analysis found that real estate losses from the Eaton and Palisades wildfires in California could surpass $30 billion. The Eaton Fire demolished roughly half of the properties in Altadena, while the Palisades Fire destroyed 56% of structures in Pacific Palisades. Full Story: KTLA-TV (Los Angeles) (2/21)
Housing starts fall in Jan. U.S. single-family homebuilding declined in January, with starts falling 8.4% to a seasonally adjusted annual rate of 993,000 units. Meanwhile, multifamily starts dropped to a rate of 355,000 units, down 11%. Severe weather conditions, mortgage rates and other factors may be affecting the market. Full Story: Reuters (2/19)
Technology & Innovations
Agentic AI poses unique risks AI agents can boost business productivity, but they also introduce security risks due to their autonomy and reasoning capabilities, says Dan Karpati, vice president of AI at Check Point Software. AI agents interact with internal and external environments, opening opportunities for manipulation and "flipped" agents, Karpati says. Industry standards and lifecycle management can mitigate some risks. Full Story: ComputerWeekly (UK) (2/20)
News from NAR
NAR, Phoenix REALTORS® reach agreement Phoenix REALTORS® has come into compliance with the NAR Constitution and Bylaws and can continue to sell certain products to nonmembers as part of Phoenix REALTORS® non-member Arizona Regional MLS access. Full Story: REALTOR® Magazine (2/20)
Fair & Equitable Housing
Iowa cities confront lasting impact of redlining Historic redlining in Iowa, initiated by the Home Owner's Loan Corporation in the 1930s, has led to enduring housing inequalities in cities like Waterloo, Cedar Rapids and Dubuque, with neighborhoods predominantly inhabited by minorities labeled as "hazardous," restricting access to loans and affordable housing. Efforts to address these disparities include educational programs and housing initiatives to promote economic development and homeownership. Full Story: KGAN-TV (Cedar Rapids, Iowa) (2/21)
Legislation & Regulation
Fannie Mae foresees economic growth, higher inflation The Fannie Mae Economic and Strategic Research Group is expecting GDP growth of 2.2% for the year and projects that the consumer price index will finish 2025 up 2.8%. The group has also revised mortgage rate projections upward, anticipating rates to end the year at 6.6%. Full Story: Connect CRE (2/20)
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The National Association of REALTORS® is America's largest trade association, representing more than 1.5 million members involved in all aspects of the residential and commercial real estate industries. REALTOR® Magazine is the official magazine of NAR, bringing expert insight to real estate trends, tools, and business strategies.
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