Southern California Real Estate Market Cools, Agents Struggle to Adapt
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Southern California's real estate market has cooled significantly with higher interest rates, lower inventory, and fewer deals. Agents are struggling and trying creative ways to generate leads like AI and automation.
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Many agents rushed into real estate during the pandemic hoping to cash in, but breaking in is difficult. In slow markets, agents must find sellers versus sellers finding agents.
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Some desperate agents are using questionable techniques like ringless voicemails and robocalls to cold call potential sellers, despite FCC restrictions.
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Various companies offer agents AI chatbots, auto-dialing software, and lead generation services, some employing tactics of questionable legality.
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Long-successful traditional agents rely on human connections and are unnerved by tech's infiltration into the historically relationship-driven real estate industry.