Clients have plenty of reasons to wait right now, and most trace back to the economy. Consumer prices rose 3.7% over the year ending in September, straining household budgets, and the Fed's September rate hike helps keep mortgage rates elevated. Hiring is slow, too: In Zillow's 2026 seller survey, 30% of sellers said a new job or transfer influenced their move — down from 37% in 2023 and 2024.

Those pressures hit every client differently. A renter trying to save for a down payment has different worries than a homeowner holding onto a low rate. Here's where four types of clients stand and how to talk with each of them about the market.

1. How to talk to apartment renters about the market

Where they stand: A wave of new apartment construction has given renters in many markets more options and better deals. Inflation makes saving hard, though, so buying feels less urgent. Renting's cost advantage is also growing, since a buyer's typical monthly payment is rising nearly twice as fast as rent.

Stat: Nearly 40% of rental listings on Zillow offered a concession in September. That's up from 37.4% last year.

Consider:

• Build the relationship now. About half of buyers hire the first agent they contact. The agents who already know them will be first in line when the market turns.
• Use lease renewals as check-ins. Ask what they'd want in a first home and when they hope to buy. Then help them set a savings target that covers closing costs.
• Keep contact light and helpful. A quick text with a market update every few months keeps you top of mind without pressure.

2. How to talk to single-family renters about the market

Where they stand: Life events — a new baby, a divorce, or a need for a home office — often push single-family renters toward more space, so they compete for a limited supply of single-family homes to rent.

Stat: Single-family rents rose 3.1% since last year, while demand for single-family rentals has jumped 21.6%.

Consider:

• Start with the life event. Ask what's prompting the search, such as a parent moving in or a child starting school. Knowing what changed helps you show homes that fit now and anticipate when they'll be ready to buy.
• Run the numbers together. Compare their rent, including likely increases, with the monthly cost of owning a comparable home. Zillow's break-even research shows how long they'd need to stay for buying to pay off.
• Bring everyone into the conversation. Most single-family renters shop with someone else, like a spouse, partner, or child, so include them from the start.

3. How to talk to dual shoppers about the market

Where they stand: 7.5% of Zillow shoppers looking to buy in September also shopped for rentals. They want to own, but renting usually costs less each month, so they aren't sure buying makes sense yet.

Renting a typical single-family home still costs less than buying, and with rising mortgage rates, the gap is widening again.

Stat: In September, owning a typical home cost about $257 a month more than renting a typical single-family home. That difference shrank for about two years, bottoming out at $142 in February, then grew again as mortgage rates climbed. 

Consider:

• The numbers vary widely by market. Plug local home prices and rents into Zillow's Rent vs. Buy Calculator to see how the costs compare where your clients live.
• Remind them what owning offers. Owning brings stability, freedom to modify the home the way they want, and a built-in way to save. It can be a hedge against rent increases, too. Single-family renters who stayed put saw a median increase of 17% over two years.
• Compare specific homes side by side. Pair each home they like with a rental that has the same number of bedrooms, the way most dual shoppers search. Rentals typically average about 284 square feet smaller.
• Show how rates change the math. Run their monthly payment at a few different rates so they know which rate would make buying work for them.

4. How to talk to existing homeowners about the market

Where they stand: As a group, these clients are the most comfortable in today’s market. Many have built up equity and locked in low mortgage rates, and inflation doesn't squeeze them as hard as it does first-time buyers. That equity also means higher rates are less painful. Still, with gloomy sentiment and few job moves, many are staying put.

Stat: Inventory was 16.1% below pre-pandemic levels in September, even after 34 straight months of annual gains. Meanwhile, 27.4% of listings had a price cut, up from 26.2% a year ago.

Consider:

• Lead with their goals. Ask what would make a move worth giving up their low rate, such as a different neighborhood or a better layout. To show what their equity could buy, subtract their mortgage balance from their Zestimate or your CMA. Then enter the difference as a down payment in BuyAbility.
• Stay close while they wait. When optimism returns, these owners start picturing a new kitchen or a bigger yard. The typical seller thinks seriously about selling for three to four months before listing, so regular check-ins keep you part of those early conversations.
• Get pricing right from day one. Sellers will likely face more competition next year. Pricing help is the service sellers value most, so settle on a price together before listing.