Here’s Your September Collateral Drop!
Welcome to your September Collateral Drop! This month’s package focuses on the trends shaping how and where Floridians are choosing to live. From a more balanced housing market driven by new construction, to Florida leading the nation in land available for future housing, to growing investment in walkable, mixed-use communities, and Florida’s continued dominance among America’s top master-planned communities, the data highlights a state that continues evolving to meet the changing needs of today’s homebuyers.
We’ve assembled a comprehensive suite of print and digital assets designed to help you turn these trends into meaningful conversations with buyers and sellers. Use this month’s content to demonstrate market expertise, explain the “why” behind today’s headlines, and reinforce your position as a trusted real estate advisor who understands not only what’s happening in today’s housing market, but the long-term trends influencing Florida’s communities, housing opportunities, and lifestyle-driven growth.
THE TRENDS SHAPING FLORIDA’S NEXT CHAPTER
This month, we’re spotlighting four trends that reflect how Florida’s housing market and communities continue to evolve: a more balanced market driven by new construction, Florida leading the nation in land available for future housing, growing investment in walkable, mixed-use communities, and continued demand for Florida’s top master-planned communities.
Together, these data points tell a broader story about where Florida is headed. Buyers have more choices as new construction expands, available land creates opportunities for future housing, communities are investing in places that encourage connection and convenience, and master-planned neighborhoods continue attracting buyers who prioritize lifestyle alongside long-term value.
Use September’s assets to spark informed conversations, provide valuable context beyond the headlines, and help clients understand how housing supply, community investment, buyer preferences, and thoughtful development are shaping Florida’s real estate market today and creating opportunities for the future.
Where to Find Your Materials
All marketing collateral is available in MADI under the “Marketing Collateral Drops” tile.
Watch the Video!
Be in the know about the drop and how to use it to your advantage! In this quick synopsis of September’s Collateral Drop, we will highlight key data points and offer strategies to maximize its impact.
The 4 Key Data Points for Targeting Buyers and Sellers
1. New construction across Florida is giving buyers more choices and greater negotiating power, creating opportunities to negotiate on price, closing costs, repairs, and builder incentives. As inventory grows, the market is becoming more balanced, making strategic pricing and local expertise increasingly important for both buyers and sellers.
Source: Click Here
2. Florida leads the nation with 42,601 residential lots listed for sale, highlighting the state’s opportunity to support future housing growth. Zillow estimates that building just one home on every listed residential lot nationwide could reduce the U.S. housing shortage by 6.3%, underscoring the important role available land can play in expanding housing supply and meeting future demand.
Source: Click Here
3. Oldsmar is moving forward with plans for a new mixed-use downtown featuring 240 apartments, 21,000 square feet of retail space, and a public plaza. The project reflects a broader trend across Florida as communities continue investing in walkable, mixed-use neighborhoods that combine housing, shopping, dining, and public gathering spaces to support the lifestyle today’s buyers are seeking.
Source: Click Here
4. Florida accounted for 44% of all home sales among America’s Top 50 master-planned communities, with Lakewood Ranch, Wellen Park, and Babcock Ranch ranking among the nation’s top four. Communities within the Tampa Bay region, including Two Rivers, Angelina, Oakfield, and Mirada, also earned national recognition, reinforcing Florida’s continued appeal as buyers prioritize lifestyle, amenities, and long-term value.
Source: Click Here
Collaboration Breakdown: What’s in Your Drop
4 VIDEO REELS PER DATA POINT (16 total)
- Use these on social media, emails, or as part of your website content.
- Each video reel highlights one of the 4 key data points below. Share these reels to grab attention and encourage engagement from homeowners.
- Use our social media captions to copy/paste or use as a starting point!
- You can also use our voiceover reels (see below) to record and talk over the video, sharing your own thoughts with your social audience.
4 SOCIAL MEDIA POSTS & 4 STORIES PER DATA POINT (32 total)
- Post these across your social channels (Instagram, Facebook, LinkedIn, etc.) to drive engagement and awareness.
- Post stories as teasers to direct followers to your feed for more info or a call-to-action.
- Use these on social media to promote the Florida market. You can even put money behind it to target homeowners in your farming neighborhood.
- Social media captions are in MADI (and below) for you to use as-is or customize.
4 POSTCARDS (ONE FOR EACH DATA POINT)
- Mail directly to your target audience: Use RealMailers in MADI to send these postcards to specific neighborhoods or cities where you want to target homeowners.
- You can send multiple postcards based on the messaging and customize these. Tailor the postcards to fit the message!
CAPTIONS AND REEL SCRIPTS
- Your social media posts can be mindless with our social media captions that are ready for you in MADI, and featured below.
- If you want to take an alternative route, you can use our voiceover reel scripts to provide your own spoken insights on the data.
EMAIL NEWSLETTER TEMPLATE
- Send out our pre-made newsletter that incorporates all 4 data points to keep your sphere informed and engaged.
- In kvCORE, you will go to Marketing > Smart Campaigns > Templates, and search for “Email Newsletter-September Collateral Drop”. This month’s newsletter is ready for you to send your sphere!
- Click here to view the templates
- Send to your entire database or a select group, such as potential sellers, homeowners, or investors
FLYER VERSION OF THE NEWSLETTER
- Use these for mailings or door-knocking. This flyer is perfect for sending directly to your sphere, a farming neighborhood, or for face-to-face interactions.
VOICEOVER REEL SCRIPTS
Data Point #1
New Construction Is Shifting Florida’s Housing Market
“Have you noticed that buying a home feels a little different than it did a year ago? There’s a good reason for that. Across Florida, builders have been adding more new homes to the market, and that’s creating something buyers haven’t seen in a while. More choices.
When buyers have more options, they also tend to have more negotiating power. That could mean opportunities to negotiate on price, ask for closing cost assistance, request repairs, or take advantage of builder incentives that weren’t as common a couple of years ago.
Now, if you’re a seller, don’t let that discourage you. Homes are still selling every day. It just means that pricing your home correctly from the beginning and having a solid marketing strategy matters more than ever.
Every neighborhood is different, and that’s why I always tell people not to rely on national headlines. Your local market may tell a completely different story.
If you’ve been wondering whether now is a good time to buy or sell, let’s talk about what’s happening right here in our market and build a strategy that’s right for you.“
Data Point #2
Florida Leads the Nation in Land Available for New Homes
“Here’s a statistic that caught my attention. Florida currently has more residential lots available for sale than any other state. Now, at first glance, you might think, “So what?” But this actually tells us something much bigger about the future of Florida’s housing market.
As more land becomes available for development, it creates opportunities for new neighborhoods, new homes, and more housing choices over time. That’s important because one of the biggest challenges we’ve faced over the last several years has been a lack of housing supply.
Of course, available land doesn’t automatically become homes overnight. It takes planning, infrastructure, and development. But it does signal that Florida has room to continue growing while meeting the needs of future homeowners.
Whether you’re thinking about building a custom home, buying new construction, or simply wondering where growth is headed next, these are the kinds of trends worth paying attention to.
If you’re curious about what’s being developed in our area, I’d be happy to share what I’m seeing locally.“
Data Point #3
Walkable Communities Continue to Shape Florida’s Future
“When people tell me what they’re looking for in a home today, they usually start by talking about the house. But before long, the conversation shifts to something else. The neighborhood.
Can I walk to a coffee shop? Are there parks nearby? Is there a place to meet friends? Are restaurants close? Can I spend less time driving?
That’s exactly why we’re seeing more communities across Florida investing in walkable, mixed-use developments that bring homes, shopping, dining, and public spaces together.
It’s a trend that’s changing the way communities are designed because buyers are placing more value on lifestyle than ever before.
A great home is important, but so is loving where you live once you walk out the front door.
If lifestyle is just as important to you as square footage, I’d love to help you explore communities that check both boxes.“
Data Point #4
Florida Continues to Lead America’s Top Master-Planned Communities
“One of the biggest trends I’m seeing right now isn’t just about buying a home. It’s about choosing a community. Florida continues to lead the nation when it comes to top-selling master-planned communities, accounting for nearly half of all home sales among America’s Top 50 communities.
So why are these neighborhoods so popular?
It’s because people are looking for more than four walls and a roof. They’re looking for walking trails, parks, pools, community events, restaurants, green space, and places where they can truly enjoy everyday life.
Several nationally recognized communities are located right here in our region, which gives buyers some incredible options depending on the lifestyle they’re looking for.
The right home is important, but the right community can make just as much of a difference.
If you’re thinking about making a move, let’s talk about which communities might be the best fit for your lifestyle, your budget, and your long-term goals.”
How to Use This Month’s Marketing Drop
Here are 6 tasks for you to complete to make the most of this month’s marketing collateral drop!
Step #1
- Post at least 2 social media posts per week during the month. Switch them up between the video reels, static posts, and stories to stay visible. Each design is made uniquely to help you all differentiate your posts! You have over 50 social media designs, videos and static images, to choose from, so you can stay visible and share regular updates on social media.
- Use our social media captions to have an instant copy-and-paste caption for your post! These are also a great way to get the juices flowing if you’re thinking about what to write.
Step #2
- Create a green screen video on Instagram or Facebook and use our voiceover reel scripts! You can put a MADI design behind you, or a downloadable reel and use the green screen feature to talk about a market stat.
- Click here for the marketing tip on how to use the green screen feature.
Step #3
- Utilize each of the 4 postcards to send to a particular sphere or community. This can range from a neighborhood you’re farming, a community you’ve sold in before, or your own neighborhood/community, which you want to share industry updates with. You can print your postcards in MADI using RealMailers, and target these neighborhoods by address or zip code! Send 1 per week to utilize all of them.
Step #4
- Use the pre-built email newsletter template to keep your sphere up to date with industry trends, and stay top of mind. Found in kvCORE, this newsletter takes your database through 4 Florida real estate trends that each person should know. Send to 20 contacts per week!
Step #5
- Whether it’s door knocking or direct mail, sending the general flyer that encompasses all 4 data points will help build your presence and inform your audience. This is great for door-knocking, as it gives you a chance to give them a newsletter-like piece and connect over real estate trends. It can also be used as a direct mail piece, such as mailing to your farming neighborhood.
Step #6
- Pop-bys are an easy, effective way to stay visible and accessible by providing a personal touch. Bring the pre-made pop-by tags to homes in your farming area, and depending on the data point or content of the tag, you can conduct a door-knocking pop-by and check in! Each pop-by gives you exactly what you need to bring to the door, so use that to your advantage!
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