WELCOME

What can you get for $35 these days? A tank of gas, a nosebleed seat at a Thunder basketball game… or, if you're browsing Oklahoma City real estate listings, Kevin Durant’s former 3,900-square-foot townhouse.

Listed this summer for just $35—a nod to his jersey number—the custom downtown property has already generated over a hundred calls and 22 serious bids. 

The listing agent says the strategy is worth the publicity, and is a clever way to let fans choose what they feel the home is worth. Once the bidding war ends, she expects it will go for over a million. 

Dollar-menu asking price: Is it a marketing stunt or a masterclass?

SHARPEN YOUR SKILLS: Today’s Top Podcast Rec 🔊

Every agent has had that sinking feeling that comes from a deal that’s on the brink of breaking down. The buyer walks, the seller won’t negotiate, or the inspection reveals an issue too big to ignore, and what seemed like an easy close just a day ago is now dead in the water. But what separates successful agents from the rest of the industry is how they respond to the setback. In this mini-episode of Rise Above the Ranks, David Parnes shares his exact process for recovering lost deals—and keeping a healthy perspective no matter which way it goes.

TRACK THE MARKET: Better Credit for Reliable Renters

Millions of first-time buyers may finally have a better shot at homeownership thanks to a big change from Fannie Mae and Freddie Mac. As of this month, lenders can now use VantageScore—a credit scoring model that includes on-time rent payments—to evaluate mortgage applicants and lending risks. That’s a major shift from the traditional FICO-only system, and one that could open the door for buyers with limited credit histories, especially those who’ve been paying rent reliably for years.

The details:

• According to Fannie and Freddie’s policy shift, lenders can now use VantageScore in place of, or alongside, FICO scores for conforming loans backed by Fannie and Freddie.

• Unlike FICO models, VantageScore takes into account on-time rent history, if reported to a major credit bureau.

• A VantageScore can be generated with just one month of credit history, while FICO typically requires at least six.

If your first-time buyers have struggled to save enough to cover a downpayment and closing costs, the change comes with even more good news: increased competition in credit scoring could reduce the soaring fees that have driven up closing costs. That, plus lenders’ ability to qualify more potential buyers, could expand the buyer pool and even boost sales activity, especially among first-time buyers and borrowers with limited credit history.

DIVE IN

The Friday Five

📖 Left digit bias. A lesson in interest rate psychology. 

👀 Emma leaves Austin. See Emma Stone’s mostly-renovated Austin mansion—on the market for $26.5M. 

👀 Trophy property. Need a place to park your yacht? Check out 600 Isle of Palms Dr. 

💡 Fixtures and fashion. Gianna Cerullo’s advice for romancing real estate like couture fashion. 

💡 Morning routines. Josh Flagg and comedian Amanda McCants compare high-performance morning routines.

The Agent Growth Program: Because you deserve content that converts

Inconsistent content thrown on Instagram or TikTok isn’t a strategy. The Agent Growth Program—built for agents ready to own their brand IRL and online—is. Our high-impact content creation process takes just 15 minutes a week, giving you short-form video, custom scripting, strategic editing, and platform-specific content that grows your brand and business. 

Ready for high-value leads that come to you? Tap below to learn more about the program and join now.

WHAT’S NEW FROM ESTATE MEDIA

If it seems like every other agent you know is leaving their brokerage for a new one—you’re not imagining it. Agents are leaving brokerages in droves, and for some interesting reasons. In the latest episode of The Breakdown with Ben Belack, Ben explains why over 72,000 agents have left the business altogether, and why the ones who are staying are opting for rev share models and tech-first agencies. If you’re thinking about leaving your brokerage—or know someone who is—watch this episode and weigh your options.

FEATURED LUXURY LISTING

TIPS & TAKEAWAYS

Master these metrics

Ever wonder which numbers you should be tracking—and which are just distractions? In their newsletter, The Blueprint, James Harris and David Parnes detail which numbers are the best indicators of growth and success, from year-over-year production to lead flow and conversion rate. 

Track these numbers year to year and know exactly where you stand, so you can adjust your strategy before you miss your mark.

Ready to Land Your First $1M+ Listing? You’re Not Too Late.

The Estate Elite 90-Day Multi-Million Dollar Listing Challenge is in full swing and agents are already making serious moves.

From defining their luxury markets and polishing their brands to building real authority online, each week stacks on the last to help you land your first (or next) $1M+ listing with confidence.

🧭 Week 1: Learn how to dominate your chosen luxury farm area and position yourself as the go-to expert
🎯 Week 2: Upgrade your branding to attract high-net-worth clients
📲 Week 3: Build trust and visibility through content that converts

It’s not too late to join, catch up, and follow the full roadmap alongside your peers.

✔ Learn from industry legends like Tracy Tutor, Josh Flagg, Glennda Baker, James Harris & David Parnes
✔ Access weekly assignments, live replays, and a powerful agent community
✔ Use templates, scripts, and tools to turn strategy into real traction

Still on the fence about joining? You’re in luck! Because Tracy Tutor will be streaming her Estate Elite session live on Monday, July 28 at 11:30am PDT over on Instagram (@tracytutor). It’s a rare chance to get a preview of the value inside the membership with no strings attached. Don’t miss this behind-the-scenes look at what our membership is all about.

You can still claim your 30-day free trial and catch up on this week’s assignments before the next live coaching session.

Start your journey to luxury today.

HANGS & HAPPENINGS

Inman Connect | San Diego, CA | July 30 – August 1. Sharpen your real estate game with immersive discussions, interactive workshops, top-tier networking, and more, alongside some of the biggest players in real estate, proptech, and lending. 

RE/MAX Broker Owner Conference | Washington, DC | August 3 – 5. Connect with RE/MAX leaders and fellow broker-owners for three days of strategy sessions, networking, and fresh ideas to drive brokerage growth and your team’s success.

Tom Ferry Success Summit | Dallas, TX | August 26 – 28. Join thousands of top-producing agents for Tom Ferry’s signature event, packed with actionable strategies, mindset shifts, and high-energy coaching.

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