Every Friday at 6 AM · Edition 28 · September 4, 2026

The Friday Rate Sheet

What happened this week and how to use it in your business.

Build your business

Your next listing may be waiting on the next house.

“We would sell. We just don’t know where we would go.”

That is an appointment worth working for.

You know the homeowner. They have told you what they would change about their house. More room. Less upkeep. A different location. But every conversation ends with the same problem: how do we get from this house to the next one?

Give them something useful to say yes to. Show them what their home could sell for, what is available where they want to go, and how you would help coordinate the move.

That is a reason to meet with you. And it can create an opportunity to represent them on both the sale and the purchase.

The rate sheet

This week’s mortgage rates.

The weekly survey and daily index measure different loan samples and time periods. These are national benchmarks, not client quotes.

Today at 8:30 AM Eastern: the August jobs report arrives after this 6 AM edition. The results are not included here. Send me the financing questions so I can work from current pricing for the actual client.

Freddie Mac, September 3 · Mortgage News Daily, September 3 · BLS release calendar

Why this deserves your attention

There is business on both sides of the move.

57% of sellers also bought a home in Zillow’s 2025 Consumer Housing Trends Report. Among those who did both, 59% sold first, 31% bought first, and 10% did both at roughly the same time.

Separately, NAR’s 2025 buyer profile found that 79% of buyers were repeat buyers. Those are different surveys, but both point to a business opportunity with people who have owned a home before.

Here is how I would use that: make your next campaign about helping homeowners plan their next move. You can win the listing conversation by helping them see what comes after it.

Sources: Zillow 2025 seller survey · NAR 2025 repeat-buyer profile. National survey findings, not a forecast of your conversion rate.

The appointment offer

“Let’s put your next move on one page.”

Offer a short meeting with three things the homeowner can actually use:

The home they own. Bring a current market analysis, a realistic sale range, and the preparation that would make a difference. Explain what is selling and what is sitting in their neighborhood.

The home they want. Bring three active listings that match what they told you they want to change. Add one sentence to each: “This gives you the office you mentioned,” or “This has the smaller yard you wanted.” Check availability before the meeting.

The path between them. Talk through the listing preparation, search, and move timing. Bring me in to work out the financing and whether they need the sale proceeds for the next purchase. You lead the property and listing strategy. I handle the mortgage work.

“I’ll put together what your home could sell for and a few options for your next place. Cole can handle the financing piece. Then we can walk through how the move could work. Would Tuesday afternoon or Wednesday morning be better?”

Where to find the appointments

Start with a reason they already gave you.

Open your past-client and homeowner conversations. Look for people who have actually mentioned wanting a change:

• “We need another room.”
• “We are tired of taking care of this much house.”
• “We would love to be closer to work.”
• “If we could find the right place, we would move.”

Choose ten people you can contact personally. Use what they told you. Before you reach out, find one real property or recent neighborhood sale that makes the conversation relevant.

Your opening is the thing they want to change. A specific home that solves that problem gives them something to respond to.

Steal this

Three messages with a job to do.

Book the appointment

Hey [name], you mentioned wanting [specific change]. I found a home with [matching feature] and thought of you. Want me to put together what your place could sell for and a few options for the next one? We can walk through the move together. Tuesday or Wednesday work?

When they say, “We would have to sell first”

Let’s build around that. I can map out the sale and look for the next place with you. I’ll bring Cole in to work through the financing and timing so we know how to line it up. Want to start with a quick look at your house next week?

Follow up with something new

Hey [name], this one has [the feature they requested]. Here is the link: [link]. It is listed at [verified price]. Is this closer to what you had in mind, or should I change what I am looking for?

Turn the meeting into business

Leave with the next date on the calendar.

If they want to move forward, make the next step specific before the meeting ends: a listing-preparation walkthrough, a tour of the best matches, or a joint call with me to settle the financing sequence.

For a homeowner who needs to sell first, you and I should agree on the sequence before dates go into an offer. You work through the listing, negotiations, and contract deadlines. I confirm the financing requirements and lender timing. Bring title into the closing coordination.

If they are moving outside your market, help them connect with an agent at the destination while you work on the sale. They still need someone keeping the whole move organized.

Track the result: conversations started → appointments held → signed clients → contracts → closings. Ten messages is an activity. The appointment and the next commitment are what you are working toward.

Your plan for next week

Use the short week.

Tuesday: Select ten homeowners and send the personal invitations. Put a real property or neighborhood fact behind each one.

Wednesday and Thursday: Hold the appointments. Bring the sale analysis and matching homes. Include me when they are ready to work through financing.

Friday: Follow up with a useful update and confirm each interested homeowner’s next appointment. Keep a date beside every active conversation.

This is a suggested working cadence, not a promised number of appointments or closings.

AI you can use

Turn listing details into a reason to call.

Once you have selected the homes, give your AI tool the verified listing details and the homeowner’s stated preferences. Leave out names and private information. Use this:

I am a real estate agent helping a homeowner who wants [stated change]. Here are three active listings I selected: [paste verified details]. Write a short, personal note explaining how each home matches what they want. Use only the facts I provide. Flag anything I need to verify. End with an invitation to discuss selling their current home and planning the next move. No hype. No em dashes.

Check every property detail, add the links, and make it sound like you. Now the follow-up has a reason behind it.

One market fact you can use

Give them real options for the next house.

Realtor.com reported that 20.4% of listings had a price reduction in August. That gives you a useful search to run: which recently reduced homes match what your homeowner actually wants?

Bring the best matches to the appointment with current pricing and local comparable sales. Use the local evidence to explain the opportunity. A national statistic does not price either side of their move.

Realtor.com August 2026 housing report.

That’s the Sheet

Help them see the move. Then help them make it.

Find the homeowner who has already told you what they want. Bring them a plan worth meeting about. Let’s turn that conversation into your next listing.

Cole Brantley

Mortgage Broker · AI Educator · Agent Growth Partner
(813) 579-8812 · [email protected] · NMLS# 1905939

Cole Brantley, Loan Officer, NMLS# 1905939. Mpire Financial, NMLS# 2108504. 189 S Orange Ave #2020, Orlando, FL 32801. Equal Housing Lender.

Mortgage rates shown are national benchmarks for educational purposes and do not represent a personal rate quote, commitment to lend, or offer of credit. Actual rate, APR, payment, and costs vary. Not all applicants will qualify. Verify licensing at NMLS Consumer Access.