More options, more bargaining power: Is a buyer’s market on the way?

“When for-sale home inventory is rising, as we’ve seen in the data recently in the vast majority of markets… buyers have more market power. We’re seeing buyer-friendly shifts of homes sitting on the market for longer and more sellers lowering asking prices.”
– Danielle Hale, Realtor.com chief economist

Homebuyers, it seems, haven’t been able to catch a break. Market conditions have favored sellers for most of the past five years — sometimes dramatically so — but there are signs that the tide may finally be turning. 

Do these signs point toward a shift from a seller’s market to a buyer’s market? The answer may depend on where you look. More here: (Source)

Zillow CEO sounds alarm on concerning housing market trend

"What's keeping transaction volumes down is the folks that have to pull the trigger. That doesn't mean the demand isn't there. It just means that they're not actually following through and able to buy." 
– Jeremy Wacksman, Zillow CEO

Over the past few years, homebuyers have navigated an increasingly uncertain housing market. Elevated home prices and stubborn mortgage rates have led many Americans to postpone their homeownership plans, hoping for more favorable conditions.

Growing economic uncertainty and constantly fluctuating mortgage rates have dashed many predictions that 2025 would see a strong housing rebound with renewed buyer demand. More here: (Source)

The S/M Take: 

Our crystal ball is a little foggy, but we’re fearless about staring into somebody else’s. And for the first time, we’re seeing diverse opinions from the experts.

This much we know: Life has a natural cadence and shelter is central to it. Young people grow into houses, midlifers move up in class, and seniors downsize. While there are exceptions, that’s a reality and no amount of tariffs or 7% mortgages can suspend reality forever.

So while Realtor.com and Zillow see the near-term a little differently, they both acknowledge serious, pent-up demand. Prepare, marketing friends – when the dam breaks, things are gonna get busy.

Tariff costs take toll on home improvement

Tariffs are in. Free trade is out — sort of.

Consequently, nearly everything worth buying is in disarray, including new appliances or a patio set. The goal to reinvigorate domestic manufacturing began to emerge as a result of the supply-chain bottlenecks brought about by the COVID-19 pandemic, as well as global tensions and security concerns, and is considered to be important for helping American workers in the face of a growing wealth gap.

But so far, it has been mostly painful and confusing. In addition to generally higher prices, tariff-generated cost increases are impacting how and if Americans will improve/maintain their homes.
More here: (Source)

The S/M Take: 

Theory has become reality, and the wave of price pain is now hitting builder materials. With the recent, rapid relaxation of tariffs, this may be more rogue wave than tsunami, but at the moment it hurts.

How can a marketer respond? With two-way empathy. Buyers – both pro and consumer – know these prices have been created by outside forces, not you. So be transparent on price hikes in your ads and labeling. Hold the line when you can, and say you’re doing it. 

Home Depot doesn’t plan to raise prices

Here’s a perfect example from the biggest player in the business. Depot’s market weight and recent supplier diversification has enabled them to maintain pricing. We expect customers will repay them with loyalty.

5 home renovations that are worth every penny in 2025

While not every home improvement project puts a smile on homeowners’ faces, data now shows that joy-first renovations are absolutely worth the money.

In this report, 84% of homeowners polled said they are choosing joy-first renovations in 2025, even if these renovations don’t add a dime to their home’s resale value.

See which renovations, and the average job value, are worth every penny for homes.
More here: (Source)

The S/M Take: 

OK, spoiler alert. It’s painting, floors, pools, lights, and decks. In a survey of 1,000 homeowners, those 5 improvements delivered an average “joy bump” of 18%. And with most homeowners staying put for the foreseeable future, joy is a metric that every home improvement marketer should get to know.