This week we shift from visibility to value. Almost every homeowner is curious about their home’s value, so a steady CMA cadence is both stellar service and a lead-generation tool. Each CMA keeps you sharp, positions you as the market expert, and creates a natural reason to reconnect.
Why this matters
- Most homeowners are curious about their home’s value — a CMA gives them clarity and gives you a touch point.
- A CMA is service and lead generation at the same time.
- 70%+ of clients choose the agent who stays in touch consistently (NAR).
- Consistent value touches build the trust that turns into listings.
Run one CMA a week
Using the database you’ve been building, pick your top 50 clients and block time to run one CMA each week — Monday works well. Run it, print the data, and include the cover sheet (linked below). Then mail it (Tuesday is ideal) and record a short video text letting the client know to expect something from you this week. Keep CMAs short and digestible, and don’t reserve them only for hot leads — consistency is the point.
Follow up — turn a report into a conversation
A CMA on its own is just paper; the follow-up is what builds trust. Schedule 30 minutes to follow up on last week’s CMA before you run the next one. Open with a question rather than a pitch, and always give value before you ask for anything:
Follow-up opener
“Did anything in the report surprise you?”
“I pulled a couple of recent sales near you — want me to walk you through what they mean for your home?”
Add a value touch every time
Before you follow up, take two minutes to find one value-add: a local market stat, a rate or lender update, a neighborhood event, or a tax tip. Make it personal by connecting it to their home or area. Clients don’t just want numbers — they want context, and that context is what makes you a resource instead of just an agent. The whole week is one rhythm: run the CMA, follow up, add value.
This Week’s 3 Steps
- 1Run 1 CMA per week for a top client — print it, add the cover sheet, mail it, and send a short video text.
- 2Block 30 minutes to follow up on last week’s CMA before running the next one.
- 3Pre-plan one value-add (stat, rate update, event, tax tip) before each follow-up.
Pitfalls to Avoid
- Don’t overload clients with too much data.
- Don’t only focus on ready-to-sell contacts.
- Don’t treat a CMA as a sales pitch — it’s a value touch.
Your Weekly Rhythm
- 1 CMA per week (Monday run, Tuesday mail).
- 30 minutes of follow-up before the next CMA.
- 2 minutes to plan the value-add before each follow-up.
If you only do these 3 steps this week — you win.
Imagine 8 weeks from now: 8–10 CMAs out this fall means you’re top of mind for 2026 listings. Sellers remember the agent who educated them.