Market Update Scripts Every Agent Should Be Sending
A market update isn’t just a report — it’s a reason to reach out. Agents who send regular, specific market updates to their database generate 3× more inbound referrals than those who don’t. Here are the scripts that work across every channel.
The Monthly Email Market Update Script
Subject line formula: “[Month] [Neighborhood] Market Report: [One Surprising Stat]” — example: “June Westside Market Report: Average Days on Market Dropped to 8.” The stat in the subject line is what separates a 34% open rate from an 18% open rate. Generic subject lines (“Monthly Real Estate Update”) get ignored.
Keep it under 250 words. Agents who send under-250-word market update emails see 34% higher open rates than those sending full market reports. Your contacts aren’t looking for a research paper — they want the headline and what it means for them.
The 90-Second Video Market Update Script
Video market updates are the fastest-growing engagement format in real estate. A 90-second iPhone video delivers more personality and trust in one take than five text emails ever could.
Open (0:00–0:10): “Hey, this is [name] with a quick [month] update for [neighborhood].” Film on camera, outside or in front of a property.
Stat 1 (0:10–0:30): “The median home price this month was $[X], that’s [up/down X%] from last month.”
Stat 2 (0:30–0:50): “We’re seeing homes sit on the market for an average of [X] days — that’s [insight on what it means].”
Stat 3 (0:50–1:10): “[X] homes sold in [neighborhood] this month, compared to [Y] last month.”
Close (1:10–1:30): “If you’re curious what this means for your home, text me at [number] — I’ll send you a personalized estimate within the day.”
Post on Instagram Reels, Facebook, and text it directly to your database as a link. A face-to-camera video builds more trust than any written script because contacts see your confidence and authenticity in real time.
The Text Message Market Update (Gets 98% Open Rate)
Text messages have a 98% open rate vs 20% for email. That’s not a typo. The trade-off: texts demand brevity and permission.
“Hey [first name]! Quick [neighborhood] update: homes are selling in [X] days avg and median price hit $[X] this month. [Up/down] X% from last year. Let me know if you want to know what YOUR home is worth right now — happy to run the numbers.”
Do not blast your entire database by text — only send to people you have an existing relationship with. Unsolicited texts violate TCPA rules and can result in significant fines. When in doubt, email instead.
The Phone Call Market Update Script for Past Clients
Calling past clients feels intrusive unless you have a reason. A market update is your reason.
“Hey [name], it’s [your name] — quick call, I promise. I’m doing my monthly check-in with clients in [neighborhood] because the market shifted in a way that affects your equity. You’ve got about [estimated equity] in your home right now based on what I’m seeing. I wanted to make sure you knew that. [Pause.] Do you have two minutes to hear what changed this month?”
Almost no one says no to that. If they do, say “totally fine — I’ll send it by text. Good to catch up.” The key: lead with equity insight, not market trivia. It’s their money, not your data. When someone hears “you have $180,000 in equity,” they pay attention in a way they never would for “the median days on market dropped by 3 days.”
- Share 2–3 market stats relevant to their neighborhood
- Estimate their current equity range based on recent comps
- Ask: “Is there anything on your radar in the next 6–12 months I should know about?”
- Log the outcome in your CRM and set a follow-up date before you hang up
How to Source Real Market Data in Under 10 Minutes
Your scripts are only as good as your data. Agents who send vague “market is hot/cool” updates get ignored. Agents who cite specific, local numbers get replies. Here’s how to compile your data monthly in under 10 minutes:
Spend 10 minutes on the first of each month compiling these into your scripts. Block it on your calendar like a recurring appointment — consistency is what makes the market update strategy work. One great update per month beats sporadic updates whenever you get around to it.
Turn market updates into booked appointments automatically.
LeadLocker AI follows up on every inbound response from your market updates within 60 seconds — so interest converts to appointments before it goes cold.
Book a Free Demo →Key Takeaways
- Subject line formula for email: “[Month] [Neighborhood] Report: [One Surprising Stat]” — drives 34% higher opens.
- 90-second video market updates outperform text-only email in engagement and shares.
- Text message market updates have 98% open rate — use for past clients and active leads only (TCPA compliance).
- Lead phone calls with an equity insight, not market trivia — it’s their money, not your data.
- Pull market data monthly from MLS, Altos Research, or your brokerage reports — 10 minutes max on the first of each month.
- Agents who send monthly market updates generate 3× more referrals than those who don’t.