In a housing market that has quietly entered a prolonged freeze, real estate professionals are facing a shift. Homeownership is no longer the dominant driver of client movement. Increasingly, the rental side of the business offers opportunity, relevance, and recurring engagement. Agents who embrace this change and become data-driven advisors can gain a real advantage.
The headline numbers illustrate the situation. Total home sales in 2024 fell to about 4.06 million homes, the fewest in nearly 30 years, according to the Joint Center for Housing Studies of Harvard University. Meanwhile, turnover rates show that homeowners are simply staying put. In the first nine months of 2025, only about 28 out of every 1,000 homes changed hands, according to a Redfin report. High mortgage rates, limited inventory, and cost barriers are driving these trends across many markets.
For agents, this means the traditional list-to-sale pipeline is under pressure. Sellers are not moving, buyers are sidelined by cost and availability, but the rental market remains dynamic. In all 50 of the largest U.S. metros, renting is currently cheaper than buying, with the average mortgage payment coming in 38 percent higher than the average rent, according to Bankrate reports.
Renters will need to transact more often, landlords will need agents who can advise and operate smartly, and renters will expect a higher level of service. Agents who invest in data, analysis, and technology can establish themselves as trusted advisors and build recurring business.
Here are three ways agents should approach this shift:
- Be the market intelligence partner
Agents need to move beyond intuition and general market commentary. Data dashboards, real-time rental comps, days-on-market analytics, turnover patterns, and rent-trend forecasting are essential tools. With rental data sources more accessible than ever, agents can advise clients on questions such as: Should rents be raised now or later? Is the submarket showing saturation? What lease-term premium can be realistically commanded? - Target the rental-specific opportunity
With home-sale turnover at historic lows, the rental market becomes an important area of focus. In the third quarter of 2024, the U.S. national vacancy rate climbed slightly to 6.9 percent, yet median rent for a two-bedroom still increased by 3.2 percent year-over-year, according to data by from Baselane. Agents can help landlords and property investors take advantage of this by identifying emerging trends, recommending lease structures, and optimizing pricing strategies. More frequent transactions create more touchpoints and opportunities to add value. - Choose and deploy the right tools
Being data-driven is more than a mindset; it requires the right technology. Agents should use tools that offer neighborhood-level rent comps, lease turnover analytics, predictive demand, and shareable reports. When agents can present clients with a clear, data-driven story, showing current vacancy, lease-term demand, and pricing behavior over the past 90 days for example, they elevate themselves from vendor to trusted advisor.
Here is an example of how this could work in practice. A landlord owns a four-unit apartment building in a Sunbelt metro. Instead of simply listing the units, an agent analyzes local data and sees that single-family rentals in the ZIP code are up 4.4 percent year-over-year. Demand is shifting toward three-bedroom units, and lease terms of 14 months are becoming more common. The agent recommends moving two units to longer-term leases, upgrading one unit to attract a premium tenant, and adjusting pricing for the final unit. The owner now sees the agent as a partner in their business. This creates recurring business, referrals, and credibility.
The broader housing market may be cooling, but the rental market is very much alive. Agents who invest in analytics, insights, and advisory skills can lead in this environment. Clients, whether renters, landlords, or investors, expect more than access to listings. They want guidance in a highly nuanced, fast-moving market. By providing data-driven advice, agents can differentiate themselves, build stronger client relationships, and grow their business.
Michael Lucarelli is the CEO of RentSpree.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners. To contact the editor responsible for this piece: [email protected].
