Triple-digit heat isn’t the only thing climbing in the Valley — housing activity is also gradually picking up pace.

June’s Phoenix market activity shows a glimmer of momentum, with a 3% increase in closed sales and 12% increase in new listings, according to data from Phoenix REALTORS®. But nationally, economic conditions remain challenging: Gross domestic product is down, inflation is up and interest rates are still the highest they’ve been in nearly two decades.

This cautiously optimistic market makes it all the more essential to stay competitive, and to do so, Realtors should lean into what they can control: building their relationships, visibility and skill set.

Focus on relationship-building fundamentals

Consistent outreach keeps agents top of mind when clients are ready to make a move. Nurturing relationships now — not waiting until things feel “hot” again — will pay off in the months ahead. Consider these intentional touchpoints:

• Keep networks in the know. Past clients, leads and your broader sphere may not fully understand current market dynamics or how to navigate them, so don’t assume they’re tuned in. A quick message, market update or helpful article can go a long way in reinforcing your value as a go-to resource.
• Leverage the seasonal slowdown. Summer is a prime time to reconnect. Send a handwritten note, schedule a coffee or share a thoughtful comment on social media with a few people each week. Personal touches stand out in a sea of digital noise.
• Rely on referrals. Even in a shifting economy, referrals continue to drive a substantial share of real estate business. Stay visible, relevant and relational to earn trust and repeat clients.
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Rethink listing and lead generation strategies

 
With more listings hitting the market, competition for buyers will rise. In response, agents should:

• Fine-tune listing presentations and value propositions. Highlight what sets you apart from other agents (like your track record, quick response times or niche knowledge of an area), and tailor your pitch to today’s market — from negotiation style to pricing expertise.
• Offer real data. To support pricing strategies, especially with rising inventory, ground your recommendations in fact with current comps, absorption rates and neighborhood trends.
• Use storytelling in marketing. Emotionally connecting with buyers is key. For example, highlight real people’s experiences downsizing or outgrowing starter homes on social media, and paint a picture in listing descriptions.

Invest in professional development

In a transitional market, expertise matters. Use this time to brush up on contracts, disclosures and negotiation strategies, and stay informed on financing options and rate trends.

Certified Residential Specialist (CRS), Accredited Buyer’s Representative (ABR) or Seniors Real Estate Specialist (SRES) certifications can also strengthen your reputation. When clients feel hesitant, this professionalism and knowledge can be the tipping point in showcasing credibility.

Be the calm in the storm: Set expectations and lead with confidence

Today’s clients don’t need pressure; they need perspective. With high interest rates and persistent inflation leading to apprehension, REALTORS should aim to be a steady, informed presence.

Set expectations early. If a buyer is concerned about locking in a rate, walk them through options with trusted lenders and explain how today’s prices compare to long-term equity gains. If a seller is unsure about timing, offer real-world context on neighborhood activity.

When clients feel prepared, they’re more likely to act — and your confidence can be the catalyst.

Look ahead: What you do now shapes Q4 and early 2026

In a “slightly better” real estate climate, agents should stay proactively engaged this summer to carry that high-performing pace into the fall.

Realtors who focus on consistent visibility, provide insider value and position themselves as steady, informed professionals will set the top producers apart when others pull back. Don’t wait for conditions to shift. Be the reason clients feel ready to reenter the market with clarity now. 

Andy Fegley is CEO of Phoenix REALTORS®.