Those who sold or bought a house this year (or tried to) can tell you it’s been a wild ride. A combination of well-qualified buyers, flush with savings after a year of working from home, as well as increased mobility because of recently implemented remote work policies and a dearth of houses for sale has made the bidding process increasingly cutthroat.

According to the National Association of Realtors (NAR), the median home price across the country was $329,100 in March, the highest it’s been in more than 20 years, and up 17.2% from March 2020. At the same time, inventory is also down almost 30% from a year ago because of huge demand and fewer listings; because of virus fears, many people just aren’t ready yet to open their doors for showings, plus they’re seeing how difficult it is to find a new property.

High demand plus low inventory is leading to very happy sellers and countless disappointed would-be buyers. While the median home price has increased because of intense bidding wars, the number of homes changing hands has dropped. NAR reports that overall sales have fallen 3.7% since February this year.

“All in all, we’re short now about 3 million homes,” Gay Cororaton, senior economist and the director of housing and commercial research at NAR, told Bankrate, a finance industry news outlet. “That’s a lot of homes to catch up on.”

Canada too is experiencing one of the largest median price increases ever: more than $700,000, up more than 30% since last year and the highest annual pace of gain the Canadian Real Estate Association (CREA) has ever seen. The CREA also reports that over 70,000 homes were sold in March (the previous record was 48,000), which was 76% higher than March 2020.

In this fast-moving market, it’s important for real estate agents, lenders, title companies and other professional service organizations that serve the housing market to stay top of mind.

Jodie Carlson, owner of Proforma ETG (asi/491771) in Blue Ridge, TX, manages seven e-commerce stores for title companies, which have been doing brisk business recently. Carlson stocks the stores with marketing materials they order regularly, leading to a steady flow of repeat orders. “We have their office and stationery products like business cards, envelopes and name badges, as well as all sorts of promo items that they give to real estate agents to gain their business,” she says.

Cathy Helton, owner of Business Promotions Unlimited (asi/153666) in Newberry, FL, is often asked for branded pens and keytags, both low-cost items perfect for new agents that want to market at an affordable price point. “I’ve been talking with my customers about beach balls,” she says. “If the property has a pool, the listing agent can throw one in during open houses and showings.”

Beach balls, like this one (700) from Hit Promotional Products (asi/61125), make for a fun brand impression at listings with pools – encourage agents to brand them with their brokerage and name, and place them in the pool during open houses and showings.

Large cardboard keys with brokerage and agent names are perfect for new homeowners, says Lisa Gavoni, owner of Sanford, FL-based Brand O’ Guitar Company (asi/41461), which normally specializes in branded wraps for musical instruments. The agent can then ask the buyers to hold the key in front of their new house and take photos with an “another one sold” message for social media.

“We recently launched realbigkey.com to offer these oversized marketing tools designed with agents, mortgage brokers and other real estate professionals in mind,” says Gavoni. “The applications are endless.”

It’s been tough recently for buyers’ agents and potential buyers, but for those who service listings, it’s been a banner year. Brokerages and lenders have been outfitting their teams in custom duds or opening online company stores for agents to order apparel. Hexa Custom (asi/60557), in Boulder, CO, which specializes in custom outerwear, recently produced jackets for brokerages like Century 21, Coldwell Banker and RE/MAX. For a lender in Q4, Hexa had each branch office choose the jacket style and features they preferred, like hoods and chest pockets, for employee gifts.

Encourage brokerages to invest in custom outerwear for high-performing agents; from Hexa Custom (asi/60557).

“We do a ton of work in real estate,” says General Manager Sue Timbo. “We’ve done end-of-year gifts, but individual agents can also purchase directly through us. In October 2019, we attended a large Coldwell Banker conference with a promo distributor, and agents visited the booth, tried on jackets, ordered directly from the distributor and received it in three weeks.”

Home goods – for both new homeowners and as referral gifts – continue to be popular as people stick with pandemic habits like cooking at home. Brian Porter, senior vice president of sales and marketing at Starline USA (asi/89320; Canada asi/89213), with locations in Grand Island, NY, and Concord, ON, says branded bakeware, cookware and utensils have been in high demand.

“The days of giving something useless are over,” says Porter. “Now end-buyers want brand names and products that can be tied to the home that provide long-term ROI.”

Demand has also been strong for Starline’s uni-ball line, particularly among mortgage lenders. Porter says high-end single-use pens are must-have giveaways during the pandemic, and the uni-super ink technology protects against fading and fraud.

Tim Holliday, owner of Children’s World Uniform Supply (asi/161711) in Sarasota, FL, says lenders have been offering him sales in referral gifts, like custom cutting boards and food from Top 40 HPG’s (asi/61966) Batch & Bodega line.

“Since the real estate market is super-hot right now, those agents using gifting are setting themselves up to be in good shape when the market cools off, compared to those doing nothing now who may be forgotten during a cold market,” says Holliday.

Write On Wood (asi/98378), a Vaughan, ON-based supplier, offers Canadian-made custom cutting boards in maple wood, engraved with a logo and message. “They’re beautiful, long-lasting and a meaningful gift for real estate,” says owner Ric Rapacchietta. “They’re perfect as a thank-you to a client or for a referral, or as a gift from a builder to a new homeowner.” Bottles of beeswax, used to polish the boards, can also be branded.

This engraved maple wood cutting board comes in a matching gift box, perfect for new homeowners and referrals; from Write On Wood (asi/98378).

“Agents like to engrave the recipients’ names on the front and their contact information on the back,” says Emma Zerkel, owner of Winning Imprints and Custom Trophies (asi/361975) in Keego Lake, MI, which offers bamboo cutting boards. “They’re personalized, so recipients are more likely to keep them and remember who they came from. Then they can easily locate the agent’s contact information for referrals.”

Once the transaction is closed, the impressions don’t end there. Remind real estate clients to continue with consistent marketing pushes. Danconias/Community Table Kitchen (asi/48311), in Boulder, CO, offers an ongoing “house-iversary program” – agents give the company a list of purchase anniversaries in a given month and the company will ship out their truffle brownie food gifts with a branded greeting card and a message like “Happy Anniversary in your new home. Hope the past year was sweet!”

This two-box gift set of truffle brownies will be an appreciated home purchase anniversary gift that gives agents multiple brand impressions; from Danconias/Community Table Kitchen (asi/48311).

Danconias is owned and operated by Community Table Kitchen, a nonprofit that offers jobs for the homeless to help them rebuild their lives. “Agents enjoy sending our gifts,” says Chief Gifting Officer Khaki Fox. “They help our teammates get back into a home themselves.”

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