Here’s Your MAY Collateral Drop!
Welcome to your May Collateral Drop! This month’s package centers on the key signals shaping Florida’s evolving 2026 housing landscape — including rapid population growth in the Lakeland metro area signaling sustained housing demand, strong job growth across Tampa Bay reinforcing economic momentum and buyer activity, equity-rich baby boomers driving a significant share of today’s buying and selling decisions, and a nearly $70 million healthcare expansion across Pasco, Hernando, and Citrus counties reflecting infrastructure investment in high-growth communities. We’ve assembled a comprehensive suite of print and digital assets designed to help you lead with data, provide clarity in a shifting market, and position yourself as a trusted real estate advisor. Here’s how to strategically leverage each component to strengthen your visibility, deepen client conversations, and grow your business with confidence.
THE DATA DRIVING FLORIDA’S 2026 REAL ESTATE MOMENTUM
This month, we’re spotlighting the data shaping Florida’s evolving 2026 real estate landscape: rapid population growth in the Lakeland metro area signaling sustained housing demand, strong job growth across Tampa Bay reinforcing economic momentum and buyer activity, equity-rich baby boomers driving a significant share of today’s market through long-built equity, and a nearly $70 million healthcare expansion across Pasco, Hernando, and Citrus counties reflecting infrastructure investment in high-growth communities. Together, these indicators point to a market that continues to grow through both demand and long-term investment. Use May’s assets to spark informed conversations, build trust with your audience, and reinforce your role as the go-to real estate advisor helping clients make confident, data-backed decisions.
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 May’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. The Lakeland-Winter Haven metro area ranks among the top five fastest-growing in the U.S., with Polk County growing by 2.7% year over year, a trend driven by affordability and migration that continues to fuel population increases and long-term housing demand.
Source: Click Here
2. Tampa Bay added more jobs than any other metro in Florida, with 14,400 new jobs across the region, attracting new residents and supporting sustained demand for both rental and owner-occupied housing.
Source: Click Here
3. Baby boomers now make up 55% of sellers and 42% of buyers, using long-built equity from years of homeownership to create flexibility and drive a significant share of today’s housing market activity.
Source: Click Here
4. HCA Florida Healthcare is investing nearly $70 million to build three new emergency facilities across Pasco, Hernando, and Citrus counties, reflecting continued population growth and the increasing need for infrastructure to support expanding communities.
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!
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.
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
LAKELAND GROWTH
“Lakeland is having a serious moment right now, and the data is backing it up.
The Lakeland–Winter Haven area just ranked among the top five fastest-growing metro areas in the entire country, with population up 2.7% in just one year.
And it’s not random. People are moving here for a reason. You’ve got relative affordability compared to Tampa and Orlando, plus access to both. That combination is really hard to find right now.
Here’s why this matters in real estate. When the population grows this quickly, housing demand usually follows right behind it. More people moving in means more competition for homes, which can impact pricing and inventory over time.
So whether you already own in this area or you’ve been thinking about making a move, this is the kind of trend you want to stay ahead of, not react to.
If you want to talk through what this growth could mean specifically for you, I’m always happy to have that conversation.“
Data Point #2
TAMPA BAY JOB GROWTH
“Here’s an interesting stat that says a lot about Florida right now.
Here’s a stat that’s really important but doesn’t always get enough attention.
Tampa Bay added more jobs than any other metro area in Florida over the past year, with over 14,000 new jobs across the region.
Now, job growth is one of the biggest drivers of housing demand. When people move to an area for work, they need a place to live, whether that’s renting or buying. So when you see numbers like this, it’s usually a signal that demand is either strong or building.
At the same time, unemployment has risen slightly to the mid-4% range. And that might sound negative, but it actually points to a market that’s starting to balance out instead of overheating.
That combination creates opportunity.
If you’ve been considering buying, selling, or simply trying to better understand the market, this is precisely the kind of data we use to inform informed decisions.
If you want to break down what’s happening in your specific area, I’m here to help.”
Data Point #3
EQUITY RICH BABY BOOMERS
“One of the biggest drivers in today’s housing market isn’t being talked about enough, and that’s equity.
Right now, baby boomers make up about 42% of home buyers and 55% of sellers. And the reason is simple. They’ve owned their homes for a long time and built up significant equity along the way.
That equity is giving them flexibility. They can sell, downsize, or even purchase their next home with less financial pressure than other buyers in the market.
At the same time, first-time buyers are at record lows, sitting around 21%, which really highlights the difference between those who already own and those trying to get in.
So here’s the takeaway. If you’ve owned your home for a while, you may be in a much stronger position than you realize.
Equity isn’t just a number. It’s a tool. And in today’s market, it’s what’s driving a lot of the movement we’re seeing.
If you’ve ever been curious what your home could do for you, I’d be happy to walk you through it.”
Data Point #4
$70 MILLION HEALTHCARE EXPANSION
“Here’s a real estate signal that most people don’t immediately connect, but they should.
HCA Florida Healthcare is investing nearly 70 million dollars to build three new emergency facilities across Pasco, Hernando, and Citrus counties.
Now, this isn’t just about healthcare. Investments like this usually follow population growth and signal long-term confidence in an area.
When large organizations put this kind of money into a community, it typically means they expect that area to continue growing. And when growth continues, so does demand for housing and services.
We’re already seeing strong population growth in these counties, and this type of development helps support that momentum even further.
From a real estate perspective, that can influence everything from home values to buyer interest to overall desirability.
So if you live nearby or you’ve been considering a move into one of these areas, this is the kind of trend you want to pay attention to.
If you want to talk about how this could impact your situation, I’m always here to help.”
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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