Here’s Your january Collateral Drop!
Welcome to your January marketing collateral drop! We’ve put together a comprehensive package to help you effectively market your real estate services to your sphere of influence and general audience. Here’s how you can use each component of this month’s marketing materials to elevate your real estate business.
Florida Market Signals
to Watch
This month, we’re spotlighting the key forces shaping Florida’s early-year real estate landscape — a projected rebound in home sales, mortgage rates easing toward levels that historically drive demand, stabilizing insurance costs that support affordability, and tourism-powered job growth that continues to fuel housing demand. Use January’s assets to spark informed conversations, build confidence with buyers and sellers, and reinforce your role as the trusted advisor helping clients make smart, data-backed decisions as we head further into 2026.
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 of what the drop is and how to use it to your advantage! In this quick synopsis of January’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. Home sales are projected to rise about 14% in 2026, with prices expected to increase roughly 4%, while growing inventory and longer days on market give prepared buyers more room to negotiate without eliminating strong demand for well-priced homes in desirable areas.
Source: Click Here
2. As 30-year mortgage rates ease toward the low-6% range, buyer demand has historically rebounded with double-digit gains in applications and pending sales, pointing to a stronger pipeline of closings as we move further into 2026.
Source: Click Here
3. Florida homeowner insurance premiums rose just $1, or 0.03%, marking a rare moment of stability after years of volatility and helping keep many Florida markets relatively affordable and attractive for buyers and relocators planning long-term moves.
Source: Click Here
4. Florida tourism generated $133.6 billion in economic impact, supported 1.8 million jobs, and saved households nearly $2,000 each in annual taxes, reinforcing steady demand for both rental and for-sale housing across key Florida markets.
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 (32total)
- 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!
4 POP-BY TAGS
- Drop these off to your farm area, community, or sphere. They’re perfect for leaving a lasting impression and sparking conversations.
- You’ll find 4 pop-by tags focusing on data points for you to leverage.
4 DOOR HANGERS
- 5 door hangers with a focus on data points for you to leverage.
- These are perfect for door-to-door campaigns and leaving something of value for the homeowner.
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.
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.
VOICEOVER REEL SCRIPTS
Data Point #1
Market outlook & “patient buyer” snapshot
Intro Hook (0–4 sec):
Intro Hook (0–4 sec):
“Big shift ahead for 2026 — home sales are projected to jump about fourteen percent.
Middle (5–40 sec):
After a flat 2025, that rebound is meaningful. And despite what you might hear online, prices aren’t expected to fall — they’re projected to rise a modest four percent, which is actually a healthier pace than we’ve seen in recent years. What really changes the experience is inventory. Homes have been on the market for nearly two years and are staying there longer. That gives buyers breathing room — more time to think, compare, and negotiate instead of rushing into decisions.
Closing (41–60 sec):
At the same time, well-priced homes in desirable areas are still attracting strong offers. This is what a balanced market looks like — less frenzy, more strategy. If you want help understanding how these trends play out in your specific neighborhood, I’m happy to walk you through it.”
Data Point #2
Rates, demand, and what to watch
Intro Hook (0–4 sec):
“One number to watch closely right now — mortgage rates moving toward the six percent range.
Middle (5–40 sec):
Most forecasters expect 30-year mortgage rates to ease into the low-six percent range as we head through 2026. And historically, whenever rates land in that zone, buyer demand jumps — we see double-digit increases in applications and pending sales. A rate that starts with a six feels very different than one that starts with a seven. That one digit can change monthly payments and, just as importantly, buyer confidence.
Closing (41–60 sec):
If rates follow this pattern again, more buyers are likely to re-enter the market quickly. The people who benefit most are the ones who prepare early. If you want to talk through how changing rates could affect your timing or budget, I’m always here to help.”
Data Point #3
Florida Insurance and Tampa bay’s Advantage
Intro Hook (0–4 sec):
“Here’s a Florida update that actually feels refreshing — home insurance went up just one dollar.
Middle (5–40 sec):
The statewide average homeowner premium increased from $3,747 to $3,748 — that’s only a 0.03% change and the smallest increase since monthly tracking began. This doesn’t mean insurance challenges are gone, but it’s one of the clearest signs of stabilization we’ve seen in a long time. Predictability matters when people are planning big financial moves.
Closing (41–60 sec):
For buyers and homeowners, more stable insurance costs mean easier budgeting and fewer surprises. And for sellers, that stability helps keep demand strong. If you want help understanding how insurance trends affect your home value or buying power locally, reach out — I’m happy to break it down.”
Data Point #4
Tourism, jobs, and local housing demand
Intro Hook (0–4 sec):
“Florida tourism isn’t just about visitors — it saved households nearly two thousand dollars each.
Middle (5–40 sec):
In 2024, tourism generated $133.6 billion in economic impact and supported about 1.8 million jobs across Florida. It also produced $33.6 billion in tax revenue, which helped save Florida households nearly $2,000 each in taxes. That money staying in residents’ pockets strengthens household budgets, supports local spending, and helps keep housing demand steady.
Closing (41–60 sec):
“Strong tourism fuels jobs, confidence, and long-term demand for homes — even when the national market feels uncertain. If you’re thinking about buying, selling, or investing, this economic backdrop matters. And if you want to see how it plays out in your neighborhood, I’d love to help.”
How to Use This Month’s Marketing Drop
Here are 7 tasks for you to complete in order 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
- Use door hangers for localized marketing! This is a way to stay top-of-mind in any neighborhood. Utilize our marketing stats by placing the door hanger in a farming neighborhood, your own community, or past neighborhoods you’ve sold in! You can utilize all 4 door hangers by going to 1 neighborhood each week.
Step #7
- 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!
