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n today's competitive real estate market, clients crave more than just great service – they want hard facts about local conditions. To meet this demand, Lisa Herceg, director of business insights for the National Association of REALTORS®, recommends brokers leverage readily available tools to become their market's go-to economic advisors. "We want you and your agents to be the experts on local economics," Herceg says. "When you can translate data into actionable insights, clients navigate the market with confidence."

    Start by using NAR's Monthly Research Update, a concise three-page report that summarizes existing and pending home sales, housing affordability, and members' confidence index. This is ideal for brokers who need a monthly snapshot to share with their team.

    Assign agents to review each month's update and discuss market implications during team meetings. For a more in-depth look, use the Residential Market Snapshot, which includes national data on existing home sales, pending home sales, inventory affordability, and consumer spending. This report also provides state-by-state new construction figures and employment/unemployment statistics.

    Use this report to prepare for listing appointments or brief agents on market shifts. The Profile of Real Estate Firms is a business-to-business report that provides valuable information on how firms operate, the tools they offer, and trends in the industry. This report comes out every two years and can inform your assessment during business audits.

    Harness hyperlocal data with the Metro Market Statistics Dashboard, which allows you to pull affordability, home price growth, and housing construction data for specific metro areas. Integrate dashboard visuals into client presentations and marketing materials to demonstrate market expertise.

    Explore Realtors Property Resource (RPR), which delivers market trend data down to the ZIP code level, including median sold price, months of inventory, and livability scores. Train agents to run RPR reports for every buyer or seller they work with and use RPR stats in social media posts to showcase local market knowledge.

    Don't forget state and specialty reports, such as the Profile of Home Buyers and Sellers or the Economic Impact of a Home Sale in Your State. Select key reports that align with your market focus and review them quarterly with your leadership team. By tapping into NAR's research tools and reports, brokers can position themselves as trusted economic advisors in their communities, building client confidence and strengthening their brokerage's brand as a market authority.