COMPANY WIDE SALES MEETING Q1
JANUARY 21, 2025
CELEBRATING 95 IN ‘25
Theme: The year of Service Excellence!
- Starting with 95th Anniversary Gala and Awards on 1/24
- Success Circle Mexico – all inclusive 5-star resort
- Additional service initiatives layered throughout the year
AGENDA
• 2024 Highlights • 2025 What’s to come • Market Update
Look Back 2024
Business Highlights
Over $93k in charitable funds
Enhanced synchronicity across tech platforms
Full array of client information pieces and training in alignment with NAR settlement
Business building opportunities: PHM Condo Summit, Panel on Unleashing Business Opportunity, PHM on time Closing
Guarantee
Sept Spotlight/Business Planning
HN Cares Week
Fall Success Circle at the High Luxury Launch
5,688 Transactions closed
$3.33B sales volume
PROSPERITY recognition
Prosperity Home Mortgage is #1
in Customer Satisfaction among Mortgage Origination Companies.
Congratulations and thank you for your unwavering commitment to exceptional service.
Q4 Perfect Transactions
Q4 Perfect Transactions
Barbara Hall
Atlanta North
Doug Perkins North Fulton
Bridget Roosa Buckhead
Beth Smith Buckhead
John Patrick Perimeter
Dawn Hobby Collection at Forsyth
Perfect Transactions
Kolby Johnson Woodstock
Lisa Hughes Atlanta North
Pam VanRooyen East Cobb
Hester Group (5) East Cobb
Rhonda Cheek Marietta
Kierra Bussey Intown
2024 Perfect Transactions
Alexis Hill
Atlanta North
Bridget Roosa Buckhead
Ashley Craig - Diaz (2) North Fulton
Ashley Reagin Perimeter
Sandy Hall - Robertson Perimeter
Barbara Hall Atlanta North
David Wagner (2) North Fulton
2024 Perfect Transactions
Dawn Hobby (2) Collection At Forsyth
Dionne Plantamura Marietta
Debbie Reetz North Fulton
Doug Perkins North Fulton
Diana Flores North Fulton
EPIC Real Estate Group East Cobb
Dianne Barnes East Cobb
Elizabeth Pinder Perimeter
2024 Perfect Transactions
Beth Smith Buckhead
John Patrick Perimeter
Kathie Lyons Buckhead
Gabriela Panzera East Cobb
Kierra Bussey Intown
Gitte Claud East Cobb
Kolby Johnson Woodstock
2024 Perfect Transactions
Kyndal Levin East Cobb
Hester Group (17) East Cobb
Lisa Steinberg North Fulton
Mike Richardson Intown
Lisa Hughes (2) Atlanta North
Michael Hoskin Intown
Mary Morrison (2) Perimeter
Neel Midha Buckhead
2024 Perfect Transactions
Look Back 2024 Marketing Highlights
PR COVERAGE IN 2024
In 2024, Harry Norman was featured in 350 pieces of coverage with over 2.18M estimated views
EXPANDED CONTENT OFFERINGS
Launched a content plan with the clear goal of truly demonstrating Atlanta Luxury Expertise – things like Atlanta Architecture Guide, Atlanta History social media video series media, affluent neighborhood guides Great tools for sharing with your audience and perfect for connecting with potential clients.
NOW AVAILABLE
Email and Social Media Assets
Our 2025 holiday graphics and CRM email templates are ready for download.
Get a jump start on the year to stay top of mind with your clients!
Here’s what is available:
• Modern & Elegant Social Media designs in square and story formats.
• Pre-designed and customizable CRM email templates for every holiday.
Scan to explore the full collection
SEO/ANALYTICS GROWTH
2024 Analytics Overview:
• 830k Unique Visitors
• 18,310 Conversions
SEO Performance:
• 22.7M Impressions
• 445k Clicks
• 309 Leads
Leads
• 646 Leads
• 149k Views
• 13.3k Listing Page Views
Look Forward 2025
What's coming
95 YEARS STRONG
The year of SERVICE EXCELLENCE
Refocus on core business value proposition:
Atlanta’s premier brokerage providing luxury service to clients and agents.
ATLANTA’S
FIRST IN LUXURY
CONTINUING TO DELIVER
1. Quality:
Premium Marketing collateral, high-end stationary, elevated design work, elegant office space
2. Expertise: Extensive training, experienced leadership, market data (buzz, stats, forecasts), local partners (Metro Atlanta Chamber, FOS)
3. Connectedness
Mastermind groups, Success Circle, Social and Networking events and more luxury affiliates than any other
4. Service Excellence
Marketing, listing, training, technology, accounting – all focused on elevating with excellence
5. Luxury Marketing Partners and Brand Presence
Ad campaigns in lux media and affluent promotional partnerships
ENHANCEMENTS 2025
Firmly lean into our commitment as Atlanta’s Premier Brokerage providing Luxury Service to clients and agents.
The Year of Service Excellence
Continuing to enhance our luxury services to agents and clients.
Removing barriers/distractions from this strategic imperative
ENHANCEMENTS 2025
• Metro area focused luxury footprint
• Grouped office regions to facilitate greater sharing and collective success
• Hub and Spoke office model so that smaller offices can benefit from greater connectivity, engagement and resource presence
• Admin and marketing aligned to office regions bringing more consistency and coverage
• Monthly regional sales meetings
• Continued focus on luxury experience for agents and clients
• Agent service level enhancements
REGIONAL Office Groups
Hub and spoke model to increase connectivity + engagement
INITIATIVES TO MARK THE OCCASSION
• Ad campaigns across print and digital
• Commemorative HOME Magazine
• Heavy PR focus on telling our story throughout the year
• Partnerships and activations with other well-known Atlanta brands Plus....
NEW SWAG SHOP MERCH
Numerous additions to the HNR Swag Shop, featuring exclusive 95th Anniversary items!
Go to My HNR Office > HNR Swag Shop to grab these limited-edition items and showcase your pride!
CELEBRATING 95 YEARS STRONG!
Introducing our 95th Anniversary Assets – a collection of branded materials designed to help you celebrate this milestone in style!
What’s Included:
• Brand Postcards
• Stylish Agent Icon Borders
• Professional Teams Backgrounds
• And more!
Visit the Anniversary Hub by clicking on the 95th Anniversary Widget on My HNR Office. Let’s celebrate 95 years of excellence together!
95TH ANNIVERSARY HUB
95TH ANNIVERSARY TIMELINE
95TH ANNIVERSARY ENGRAINED IN WEBSITE
UPCOMING EVENTS & TRAINING
Join us
2025 LIMITLESS LUXURY SUMMIT
FEBRUARY 24-26 AT THE WYNN LAS VEGAS
An impressive lineup of speakers include:
• Phil M. Jones — Master of Influence & Persuasion, Author of Seven Business Best-Sellers
• Col. Nicole Malachowski — Retired Thunderbird Pilot, Air Force Squadron Commander & White House Adviser
• Dr. Luana Marques — Best Selling Author, Associate Professor at Harvard Medical School
• Luke Trigwell & Drey Doty
Don’t miss this exclusive opportunity to connect, learn, and grow alongside top real estate professionals. Scan
ORIENTATION & AGENT ACCELERATE
Unlock your business potential with Harry Norman
Join us for an exclusive opportunity to:
• Uncover tools and strategies designed to elevate your success.
• Discover actionable insights to grow and thrive in today’s market.
• Experience unmatched support and resources to fuel your career.
HNR Orientation
Monday, January 27 / 10:00am – 2:00pm
Agent Accelerate ( 4 DAYS )
Wednesday, January 29 / 9:15am – 4:30pm
Thursday, January 30 / 9:15am – 4:30pm
Monday, February 3 / 9:15am – 4:30pm
Wednesday, February 5 / 9:15am – 4:30pm (Including final exam)
UPCOMING TRAINING
Sewer Scope: Video Pipe Inspection
Wednesday, January 22 / 10:00am – 1:00pm
Location: Partner Services Offices
3525 Piedmont Rd NE, Bldg 5, Ste 300, Atlanta, GA 30305
Instructors: Drew Illes of House Call
FREE / 3-HR – Lunch Provided
Adwerx Workshop: Maximize Your Digital Marketing Efforts
Thursday, January 23 / 10:00am – 10:45am
Location: Virtual
Instructors: Erik Antunez of Adwerx
FREE / NON-CE
Go to the training calendar on My HNR Office to register.
HNR Orientation
Monday, January 27 / 10:00am – 2:00pm
Location: Partner Services Offices
3525 Piedmont Rd NE, Bldg 5, Ste 300, Atlanta, GA 30305
Instructors: Gil Castro – Professional Development Manager
FREE / Continental Breakfast & Lunch Provided
Agent Accelerate ( 4 DAYS )
Wednesday, January 29 / 9:15am – 4:30pm
Thursday, January 30 / 9:15am – 4:30pm
Monday, February 3 / 9:15am – 4:30pm
Wednesday, February 5 / 9:15am – 4:30pm (Including final exam)
Location: Partner Services Offices
3525 Piedmont Rd NE, Bldg 5, Ste 300, Atlanta, GA 30305
Instructors: : Gil Castro – Professional Development Manager
All registered agents must attend all four days to receive credit
2026 and Future
Proud of our past but ALWAYS thinking about our future!
If 2025 is the year of service excellence...
2026 is service excellence on a GLOBAL stage – building growth and seizing opportunities!
Leadership Structure Update
COO role:
- Focus on strategic business planning and leadership
- Step away from day-to-day operational tasks of marketing
Director of Marketing Services role:
- Lead existing Marketing Services team along with Luxury Marketing Services
Contract to Close Services
Market Stats
Market Update
What We’ll Cover
- How did we close out 2024 - Inventory – More or Less - Home Prices – Where are they Going - Mortgage Rates – What to Watch in 2025 - What can you Control
Oct Data
Across the US
• Up 3.6% in October
• Previous Month it was 3.9%
20 City Composite
• Up 4.2% in October
• Previous Month was 4.6%
• Atlanta was Up 3% in Oct vs 3.3% in Sept
CASE SHILLER - ATLANTA
Case Shiller –Atlanta
I
nventory, Months’ Supply and TDOM
All FMLS SFR Detached in December
• 18,003 Active Listings vs 13,173 PY (+37%)
• 17,281 in Dec 2019 (back to Pre-pandemic levels)
Month’s Supply
• Closed Sales 3.9 vs 4.6 in Nov • Pended Sales 5 vs 4.6 in Nov
Total Days on Market
• 60 Days vs 46 PY (Closer to historical norms)
Inventory, Months’ Supply and TDOM
6 Core County SFR Detached in December
• 9,154 Active Listings vs 6,624 PY (+38%)
• 10,756 in Dec 2019 (slightly lagging pre-pandemic)
Month’s Supply • Closed Sales 3.3 vs 3.9 in Nov
Pended Sales 4 vs 4.2 in Nov
Total Days on Market • 55 Days vs 42 PY
Inventory
Inventory – Past and Future
Inventory - 2025
Inventory –2025 Forecast
Home Prices
Home Prices –2025 Forecast
Home Prices –
35 Million Buyers not “Locked In”
Home Prices –Demand in 2025 & Beyond
= 25+ Million
Home Prices –
There isn’t a “Bubble” on the Horizon
Inventory may be up YoY, but we are still well behind Inventory level averages prepandemic. Demand still outpaces Supply.
Home Prices – Atlanta
There isn’t a “Bubble” on the Horizon
- 25% since Aug 2019
Home Prices –Demand
Home Prices –Supply
Supply hasn’t been keeping up Builders have simply not been keeping up with Demand/ Annual Household Formations.
Mortgage Rates
When Rates get closer to 6
Buyer Demand Increases
When Rates get closer to 6 –
Buyer Demand Increases
Strong Application Data led to strong Closings in December
Mortgage Rates –
Mortgage Rates –2025 Forecast
1. Price Stability aka Inflation
• In 2024 primary focus was on bringing inflation down
• We made good progress last year, will be more challenging in 2025 to get to their target rate of 2%
2. Maximum Employment
• Job and wage growth remained relatively strong in 2024
• In 2025 primary focus will be preventing an increase in unemployment
• There are currently signs (despite recent jobs reports), that there may be overall weakness in the job sector
Dual Mandate
Recent Employment Trends
• Unemployment rate has been rising since last year. Currently at 4.2%
• The length of time people are remaining unemployed has increased 21% over the last 7 months
• The number of Job Openings has been steadily declining from 12 million in 2022 to just above 7 million end of 2024.
In December, the Fed changed its position on projected cuts to the Fed Funds Rate in 2025 suggesting there would only be two .25 basis point reductions. However……
Follow the Dots –
Where they think rates should be
The Fed and Unemployment –
What if unemployment got to 4.4%?
What can you Control?
FocusWhat can you Control
1. Mindset
• What you focus on expands
2. There’s never NOT something you can be doing
• If you’re truly focused on your business
• CRM, Market Updates, Updating your Buyer and Seller Consults, 50 Live Connections per week, Additions to your DB, is your Digital Footprint maximized, etc. etc
3. Mine for Real Estate Orphans
• Over 50% of newly licensed agents are no longer in the business after 12 months
• Over the next 5 years 90% of those agents are no longer in the business
• That leaves a lot of past clients whose agent is no longer in real estate
• Use FMLS/Realist as a resource. Are agents you co-oped with still in business?
FocusWhat can you Control
4. List, List, List
• Almost 40% of all homes are owned free and clear
• 80% of Sellers becomes Buyers, 66% of the time they stay in the same area
• Average age of a Home Seller in 2024 was 63 years of age
• 77% of Sellers did not have children under the age of 18 living in the home
5. There will be Buyers – Just have to find them, have them find you
• According to latest Fannie Mae Purchase Sentiment Index, homebuying optimism is at its highest level in nearly 3 years
• 45% of consumers expect mortgage rates to drop over the next 12 months
• Rising sentiment is also likely due to consumers’ slow but steady acclimation to current mortgage rate conditions
• Buyers also believe that while home prices will continue to increase, they aren’t going to increase as much over the next 12 months which should prompt more to enter the market.
IN SUMMARY
• Trending towards a balanced market across all FMLS, SFD, all price points. Definitely a Buyers market for homes over a million.
• Still a Sellers Market for 6 Core County, SFD all price points. Balanced market for homes over a million.
• Total Days on Market inching closer to historical norms (since recession)
• Inventory levels will likely continue to increase at a healthy rate but will still lag. If rates drop unexpectedly to 6% during the Spring Market, levels will drop.
• Forecasting 10%+ more homes sales in 2025 vs 2024
• Forecasting Atlanta appreciation 3-5% in 2025
• There is NO Bubble on the horizon, fundamentals simply aren’t there
• Mortgage rates will slowly decline and end the year in the low 6’s, UNLESS unemployment goes above 4.4%
• Unemployment will dictate future Fed Funds rates reductions in 2025
HNR REAL ESTATE FORCAST 2025
Your tool to demonstrate market knowledge and insight
Coming end Jan/start Feb
VISION: The most influential and respected luxury real estate firm serving Atlanta and beyond.
OUR VALUES:
AUTHENTICITY:
We stand by our commitment to be genuine, honest, and transparent, always.
INTEGRITY:
We hold ourselves to the highest level of moral and ethical conduct.
COMMUNITY-FOCUS:
With care, compassion, and generosity we are invested in enriching the communities we serve.
PROFESSIONAL EXCELLENCE:
Exemplifying unparalleled professionalism and exceptional service through a dedication to innovation, continued learning, and growth.
RICH RELATIONSHIPS:
Founded on a client first philosophy, we build meaningful and loyal relationships based on value, respect and equality.