Headlines

Three Skills to Coach This Month

Information is everywhere. Expertise isn’t. Help agents turn market headlines into local insight, ask better questions, and explain the “why” behind their advice. That’s how brokerages earn trust and stand apart.

Information Is Everywhere. Judgment Is Not.

Consumers have unlimited access to market reports, mortgage calculators, AI chatbots, and housing headlines. Before they ever contact an agent, they’ve already formed opinions about pricing, interest rates, and whether now is the “right” time to buy or sell. That’s changing the role of today’s REALTOR®.

Don’t ask agents to memorize scripts. Teach them how to interpret information and apply it to a client’s unique situation.

NAR research shows today’s buyers continue to prioritize lifestyle factors such as walkable neighborhoods, proximity to amenities, and housing options—not just price. At the same time, younger buyers are entering the market in growing numbers, often arriving well-researched but needing help turning information into decisions.

That’s where professional guidance becomes indispensable.

Replace Opinions with Questions

Ask agents to bring one national housing headline to your meeting. Then have them answer:

Does this apply in Contra Costa County?
Which cities does it affect?
Which price ranges behave differently?
What local data would you use to explain the difference?

The goal isn’t to criticize the headline—it’s to teach agents to provide context.

Practice Explaining the Why

Sensational news articles do not create confidence. Explanations do. Challenge each agent to explain, in under 60 seconds:

Why a home received multiple offers.
Why another sat on the market.
Why two similar homes sold for different prices.
Why buyers continue choosing Contra Costa over neighboring markets.

If they can explain why, they’re demonstrating expertise—not simply repeating data.

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Beyond the Numbers

Beyond the Numbers: Teach Agents to Turn Market Data Into Client Confidence

Data tells clients what happened. Your agents’ expertise explains why it happened and what to do next. That’s the difference between providing information and delivering professional value.

Always Think Hyper-Local

Citywide numbers are only the starting point. Every market is made up of dozens of micro-markets that behave differently. Challenge agents to answer questions such as:

What’s happening in this neighborhood—not just this city?
Are homes in this price range receiving multiple offers?
How do school boundaries, commute patterns, or nearby amenities affect demand?
Which competing listings are attracting buyers—and why?

The goal is to replace generic market commentary with neighborhood-specific insights clients can’t find online.

Make the CMA an Analysis, Not a Printout

A Comparative Market Analysis (CMA) isn’t simply a collection of comparable sales. It’s a pricing recommendation supported by professional judgment. Encourage agents to evaluate:

Recent sold properties
Current competition
Pending sales
Price reductions
Property condition and upgrades
Market momentum

Then ask the most important question: “Based on all of this, what would you recommend—and why?” That’s where expertise begins.

Teach Strategic Pricing, Not Maximum Pricing

One of the biggest misconceptions among new agents is that pricing higher always benefits the seller. Instead, explain that strategic pricing considers:

Current buyer demand
Available inventory
Competing listings
Seller priorities
Buyer psychology

Sometimes pricing at market value generates multiple offers that drive the final sales price above list. Other times, pricing at the upper end of the market may be appropriate for a unique property. The objective isn’t simply to list high—it’s to create the best opportunity to achieve the seller’s goals.

Help Agents Tell the Story Behind the Numbers

Clients don’t need a spreadsheet—they need context. Instead of saying: “Inventory is 2.5 months,” Teach agents to explain: “Inventory is still relatively low, so well-priced homes continue to attract strong interest. Buyers have a few more choices than they did earlier this year, but sellers still have an advantage.”

Instead of: “Homes sold for 102.2% of asking price,” Teach: “Many buyers are still competing for desirable homes, so pricing accurately from day one is more important than ever.”

This is the difference between reporting data and providing expertise.

Encourage Ongoing Market Analysis

Market conditions evolve every week. Successful agents continually monitor:

New listings
Price reductions
Pending sales
Showing activity
Buyer feedback
Competing inventory

Encourage agents to discuss what they’re seeing at weekly office meetings. Those conversations sharpen market awareness and prepare agents to advise clients with confidence.

Build Confidence Through Conversation

The best way to develop market expertise is to practice explaining it. During office meetings, role-play common client questions:

“Why isn’t my home selling?”
“Should we lower the price?”
“Is now a good time to buy?”
“How did you determine my home’s value?”

The more often agents practice these conversations, the more naturally they’ll communicate confidence and credibility.

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Broker.1.3 – July 2026

JULY 2026

| June 2026 Market Stats |

| Turn Headlines Into Expertise |

| Data Doesn’t Close Deals. Expertise Does. |

| Tools To Help Build Agent Confidence |

C.A.R. Cites Early Signs of Market Momentum

While the market remains challenging, C.A.R. economists report that several encouraging indicators suggest California's housing market could gain momentum in the months ahead. Mortgage rate-lock activity rose sharply in June, suggesting that more buyers may be reentering the market as rates moderate, while younger buyers continue to account for a growing share of purchase activity. Combined with renewed policy attention on housing supply and affordability, these early indicators offer cautious optimism that sales momentum could improve in the months ahead.

| READ C.A.R. Market minute write-up >

Turn Market Data into Client Confidence

Agents can easily access statistical data. The challenge is helping them transform the numbers into meaningful advice that earns client trust. As a broker, one of the most valuable skills you can teach your team is how to move beyond reporting statistics and start interpreting them. The goal is to replace generic market commentary with neighborhood-specific insights clients cannot find online. Every micro-market behaves differently, and this is where your agents can truly show their expertise.

| more >

Every Headline Is a Chance to Demonstrate Value

National housing headlines are shaping client expectations long before they call an agent. Whether it's "Prices Are Falling," "Buyers Have the Advantage," or "Now Is the Time to Wait," consumers are arriving with preconceived ideas that may have little to do with Contra Costa County. The firms that will stand out in today's market are those that equip their agents to move beyond repeating headlines to confidently explaining how local conditions may differ. Helping agents translate national news into neighborhood-specific guidance reinforces their expertise, builds client trust, and leads to better pricing, negotiation, and marketing decisions.

| more >

JUNE 2026 | MONTHLY MARKET rECAP

Contra Costa’s June housing market remained strong, continuing to favor sellers despite a gradual increase in inventory. Homes sold quickly, buyers continued paying above asking price, and sales activity remained healthy as the market entered the summer season. While more listings are giving buyers additional options, demand continues to outpace supply.

New Listings: 1,379 ( ▼ 3.1% MoM )
Sales up: 924 ( ▲ 0.8% MoM )
Speed of sales: 14 DOM ( 0% )

Median sold price: $849,500 ( ▲ 0.1% MoM )
Sold-to-list price ratio: 102.15% ( ▲ 0.3% MoM )
Pending Sales: 842 (▼ 1.1% MoM)

| VIEW + DOWNLOAD JUNE 2026 MARKET REPORT >

QUICK LINKS

CCAR TOOLS TO HELP YOU ACHIEVE YOUR GOALS

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CCAR Leaders Take Housing Priorities to Capitol Hill

Last week, a group of CCAR leaders joined more than 200 California REALTORS® in Washington, D.C. to meet with congressional representatives and advocate for policies that support housing affordability and homeownership. The delegation met with staff from Congressman Mark DeSaulnier’s and Congressman John Garamendi’s offices, and some members also met with U.S. Senators Alex Padilla and Adam Schiff.

"We enjoyed a very successful day on the Hill sharing thoughtful conversations with key legislators' staff about finding solutions to important housing issues."

John Fondnazio

CCAR President

Discussions focused on several housing-related bills, including the More Homes on the Market Act (H.R. 1340), which would increase the capital gains tax exclusion for homeowners; the Uplifting First-Time Homebuyers Act (H.R. 3526), which would provide greater access to retirement savings for first-time buyers; and the Revitalizing Downtowns and Main Streets Act (H.R. 2410), which encourages the conversion of underused commercial buildings into housing. Leaders also advocated for the Disaster Resiliency and Coverage Act (H.R. 1105) to help homeowners better protect properties from natural disasters.

The group also discussed the 21st Century ROAD to Housing Act (H.R. 6644), a bipartisan housing package designed to increase housing supply, improve affordability, and modernize federal housing programs. The bill recently passed the U.S. Senate with strong bipartisan support and is awaiting final consideration in the House of Representatives before heading to the President’s desk.

The visit reinforced REALTORS®’ commitment to advancing solutions that expand housing opportunities and strengthen communities across California.

"We work actively with Congressional members and staff to help them understand local housing markets and the real-world impact of public policy."

Leslie Manzone

CCAR's NAR Director and Federal Political Coordinator

Special thanks go out to our State Political Coordinators (SPCs): Michele Manzone (Sen. Tim Grayson), Debi Mackey (Asm. Anamarie Avila Farias), and Leslie Manzone (Asm. Anamarie Avila Farias and Asm. Rebecca Bauer-Kahan). Leslie also acts as CCAR’s NAR Director and Federal Political Coordinator (FPC) for Congressman Mark DeSaulnier, and plays a key role in connecting REALTORS® with policymakers at every level of government. These members were among the group to travel to D.C. last week, along with President John Fondnazio, President-Elect Donna Souza, Past-President Zina Hall, Treasurer Judy Myers, and CCAR’s Chief Industry Advocacy Officer Heather Schiffman.

Thanks also to the 18 members of CCAR’s Local Government Relations (LGR) Committee for their ongoing dedication to protecting property rights and supporting REALTOR® success throughout our communities. Committee members regularly engage with elected officials and attend local government meetings to ensure REALTOR® perspectives are represented when housing and homeownership issues are discussed.

Your Advocacy Dollars at Work

Last month, CCAR leadership, along with thousands of REALTORS® met with state legislators during Legislative Day in Sacramento to advocate for solutions to some of the most important housing and real estate issues facing Californians today. | PHOTO L to R: Michele Manzone, Cathleen Griebling (Delta AOR), CCAR President John Fondnazio, Senator Tim Grayson, Leslie Manzone, Jody Drewry (Delta AOR), Otto Catrina (Bay East), and CCAR President-Elect Donna Souza.

Supporting Taxpayer Protections
C.A.R. approved support for a statewide ballot initiative that would require a two-thirds vote for local special taxes and plans to increase California’s homeowners’ property tax exemption for the first time in 50 years.

Faster Housing and Infrastructure
The Association will support a California Chamber-backed initiative to streamline the CEQA (California Environmental Quality Act) review process, reducing delays that can impact housing development and economic growth.

Improving HOA Insurance Transparency
Association advocacy efforts in 2026 and beyond will also focus on increasing transparency and consumer protection in homeowners associations, including requiring disclosure of HOA master insurance policies and greater homeowner involvement in insurance decisions.

3 Big Legislative Wins in 2026

Advocacy isn’t just about passing good legislation—it’s also about stopping bad legislation before it becomes law.

So far this year, C.A.R. has successfully opposed several legislative proposals that could have increased costs for homeowners, imposed new burdens on property owners, and created additional challenges for housing providers. Here are three significant bills that have stalled and will not move forward this legislative session:

SB 1404: Stopped Wildfire Prevention Fee on Property Owners :: C.A.R. helped stop a proposal that would have reinstated a wildfire prevention fee on select property owners, adding another cost for homeowners already facing rising expenses in high-risk fire zones. Status: Dead.

AB 1157: Stopped Expanded Rent Control Measures :: C.A.R. opposed this bill because it would have made rent caps permanent, lowered allowable rent increases, and removed the single-family home exemption for individual property owners. Status: Dead.

AB 2064: Tenant Screening Restrictions Abated :: C.A.R. opposed this bill because it would have limited housing providers’ ability to consider criminal history during tenant screening, creating concerns around liability, resident safety, and small property owner protections. Status: Dead.

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District 99 Fondnazio – Jun 26

A Message From
John Fondnazio
CCAR President
(925) 817-9053

Dear Friends & Colleagues,

Advocacy is one of the most important ways CCAR protects your business, supports property rights, and helps shape the future of homeownership. In this legislative update, you’ll see how REALTOR® priorities are moving forward at the local, state, and federal levels—from C.A.R.’s work in Sacramento to CCAR leaders heading to Washington, D.C.

You’ll also find a new C.A.R. video that explains how member-driven ideas can become state law, a spotlight on our dedicated LGR Committee and political coordinators, and updates on key issues including taxpayer protections, CEQA reform, and HOA insurance transparency.

Thank you to the members and volunteers who continue to show up, build relationships with elected officials, and make sure the REALTOR® voice is heard where decisions are made.

Warm Regards,

John

Shout Out to CCAR LGR + State/National Legislative Reps

CCAR thanks the 18 members of our Local Government Relations (LGR) Committee for their dedication to protecting property rights and supporting REALTOR® success throughout our communities. Committee members regularly engage with elected officials and attend local government meetings to ensure REALTOR® perspectives are represented when housing and homeownership issues are discussed.

We also recognize our State Political Coordinators (SPCs): Michele Manzone (Sen. Tim Grayson), Debi Mackey (Asm. Anamarie Avila Farias), and Leslie Manzone (Asm. Anamarie Avila Farias and Asm. Rebecca Bauer-Kahan). Leslie also acts as CCAR’s NAR Director and Federal Political Coordinator (FPC) for Congressman Mark DeSaulnier, and plays a key role in connecting REALTORS® with policymakers at every level of government.

Next week, a group of CCAR and other state and national leadership will meet with members of Congress and their staff in Washington, D.C.

3 Big Legislative Wins in 2026

Advocacy isn’t just about passing good legislation—it’s also about stopping bad legislation before it becomes law.

SB 1404: Stopped Wildfire Prevention Fee on Property Owners

C.A.R. helped stop a proposal that would have reinstated a wildfire prevention fee on property owners in State Responsibility Areas, adding another cost for homeowners already facing rising expenses in high-risk fire zones. Status: Dead.

AB 1157: Stopped Expanded Rent Control Measures

C.A.R. opposed this bill because it would have made rent caps permanent, lowered allowable rent increases, and removed the single-family home exemption for individual property owners. Status: Dead.

AB 2064: Tenant Screening Restrictions Abated

C.A.R. opposed this bill because it would have limited housing providers’ ability to consider criminal history during tenant screening, creating concerns around liability, resident safety, and small property owner protections. Status: Dead.

From Idea to Impact – How C.A.R. Turns Member Priorities Into Law

C.A.R. has released a new video showing how it develops and advances policy on behalf of REALTORS® and homeowners. Click above for an animated look at how a real estate issue can move from a member-driven idea to state law through C.A.R.’s policy and advocacy process.

Your Advocacy Dollars at Work

Last month, CCAR leadership, along with thousands of REALTORS® met with state legislators during Legislative Day in Sacramento to advocate for solutions to some of the most important housing and real estate issues facing Californians today. | PHOTO L to R: Michele Manzone, Cathleen Griebling (Delta AOR), CCAR President John Fondnazio, Senator Tim Grayson, Leslie Manzone, Jody Drewry (Delta AOR), Otto Catrina (Bay East), and CCAR President-Elect Donna Souza.