This week's marketing hook is sitting in the fresh June data. Realtor.com reports asking prices fell 2.5% year over year — the steepest drop in their data since 2017 — while pending sales rose for a seventh straight month. That's a genuine buyer-side story: price relief that's real and measurable, landing at the same time demand is quietly building. Yesterday's brief pushed the equity and move-up angle for your existing borrowers; today's fresher read gives you a buyer-side hook to run alongside it, aimed squarely at anyone who toured this spring and walked away over price.
The rate picture makes the pitch concrete. The 30-year is at 6.47%, a one-month low and below its 90-day average. For a buyer who paused in April or May, the combination is simple to say out loud: asking prices in your market are down year over year, and the rate is the best it's been in a month. Put a number on it — on a $400K loan, today's payment runs about $2,520 a month in principal and interest — and the message stops being abstract. For a funded borrower sitting above 6.75%, the same rate move is worth roughly $150 to $200 a month depending on balance.
Run it as a two-audience week. First, spring fence-sitters: a short text that pairs the local price drop with today's rate and offers to re-run their numbers — no rate jargon, just the two facts and a question. Second, your funded book above 6.75%: a single-number payment-comparison email. Keep each message to one figure and one ask; the specificity is what earns the reply.
build one list of purchase pre-approvals from this spring that never went under contract, and send a two-sentence text — asking prices in their market are down year over year and today's rate is at a one-month low — offering to re-run their numbers.