NAR REALTOR® NEWS NOW
Storytelling is key to Corcoran Group's brand strategy
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December 10, 2025
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REALTOR® NEWS NOW
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NAR predicts generally positive recovery for 2026
Lower mortgage rates and a rising supply of homes are expected to open up the housing market in the new year, following three years of stagnation. The National Association of REALTORS® this week forecasted a 14% increase in existing home sales for 2026. Get the full picture plus tips to take advantage of changing conditions.
Full Story: NAR REALTOR® News Now (12/10)
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Best Practices in Sales & Marketing
 
Practical advice for homeowners facing hardships
Financial hardships can strike when we least expect it. Help homeowners who are having trouble keeping up with their mortgage payments by providing them with NAR's new consumer guide, "Can't Pay Your Mortgage? You Have Options." The guide explains mortgage relief measures to help owners through short-term financial challenges, as well as the options for owners facing longer-term challenges. It also reminds consumers that real estate professionals who are REALTORS® will work in their best interest. Get all the guides, also available in Spanish, at facts.realtor.
Full Story: National Association of REALTORS® (12/9)
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Storytelling is key to Corcoran Group's brand strategy
Corcoran Group Chief Marketing Officer Christina Panos discusses the importance of emotional storytelling, trust and creativity in real estate brand strategy. Panos highlights how millennials and Generation Z approach real estate with caution but value transparency and community, and she also discusses the role of AI and social media in marketing.
Full Story: Adweek (12/10)
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Real Estate Trends
 
Hartford, Rochester, Worcester among top 2026 housing markets
The U.S. housing market is expected to stabilize in 2026, with Hartford, Conn., Rochester, N.Y., and Worcester, Mass., projected to see the most growth, according to Realtor.com. These markets offer better affordability than neighboring expensive metros, attracting buyers with higher down payments and stronger credit scores. Tight inventory and strong demand are expected to drive up home prices in these areas. The Realtor.com top markets share several factors in common with NAR's "10 Hot Spots to Watch in 2026."
Full Story: Realtor . com (12/10)
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Interior designers warn against these cabinet colors
 
Beautiful modern kitchen in luxury home interior.
(Nazar Abbas Photography/Getty Images)
Interior designers Evelina Juzenaite and Maria Ramirez highlight seven kitchen cabinet colors that homeowners often regret: bright red, glossy black, pure white, lime green, cool gray, dark gray and pastel green. These colors can make a kitchen feel overwhelming, cold or outdated. The designers suggest alternatives such as muted red, matte charcoal, soft white, sage green, greige and mineral neutrals for a timeless look.
Full Story: The Spruce (12/9)
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CRE deal volume declines for first time since 2024
Commercial real estate transaction volume in October declined for the first time since early 2024, although sales reached $24.4 billion, or about 70% of the October 2019 level. "More than an imminent downturn in the CRE capital markets, the slip to negative growth in October 2025 reflects the stalemate going on between buyers and sellers," says Kevin Fagan, head of CRE capital markets research at Moody's.
Full Story: CNBC (12/9)
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Technology & Innovations
 
AI transforms homebuying, raises concerns about bias
AI is significantly impacting the homebuying process, according to a U.S. Government Accountability Office report. AI can expedite underwriting, increase credit access and reduce costs, but it also raises concerns about transparency, potential bias and market distortion. The GAO notes a lack of federal oversight, urging the Federal Housing Finance Agency to provide clearer guidance on fair lending compliance.
Full Story: Smart Cities Dive (12/9)
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Fair & Equitable Housing
 
Bankrate: 75% of homes unaffordable to median-income buyers
A Bankrate analysis finds that more than 75% of U.S. homes are unaffordable for households earning the median income of nearly $80,000, with buyers needing an income of $113,000 to afford a median-priced home. In markets such as Los Angeles and Miami, fewer than one in 200 listings are affordable, whereas cities like Pittsburgh and St. Louis offer better affordability. "When only a sliver of the market is affordable to the typical household, homeownership starts to feel less like a milestone and more like a luxury," Bankrate analyst Alex Gailey says.
Full Story: CPA Practice Advisor (12/9)
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The Last Issue's Most-Read Stories
 
 
10 markets leading the way to more home sales
NAR REALTOR® News Now (12/9)
 
 
NAR clarifies first-time buyer data sets and definitions
National Association of REALTORS®/Economists' Outlook (12/5)
 
 
How to buy a neighbor's home after their death
Realtor . com (12/8)
 
 
LEARN MORE ABOUT NAR:
nar.realtor | magazine.realtor | Contact NAR | Advertise With NAR
 
 
 
 
About the National Association of REALTORS®
 
The National Association of REALTORS® is America's largest trade association, representing members involved in all aspects of the residential and commercial real estate industries. NAR REALTOR® News brings expert insight to real estate trends, tools and business strategies.
 
 
 
 
Disclaimer
 
Advertisements placed in NAR REALTOR® NEWS NOW do not reflect endorsements from NAR. NAR does not evaluate the advertised services or products, or any claims made in the advertisement. NAR is not responsible for any inaccurate or false statements or claims made in the advertisement or in any materials. NAR does not endorse, sponsor or recommend the Advertiser or Advertiser’s products or services. NAR makes no guarantees, warranties or representations about the Advertiser and Advertiser’s products or services.
 
 
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