In this week's Teams Beat:

Mega team leader Carl Medford shares how guidance in real estate helps clients to make informed decisions and when it crosses the line into steering.
At Inman Connect Miami, Fredrik Eklund and John Gomes of Douglas Elliman discussed the importance of expanding and highlighted their growth in Texas and Florida.
Cassie Walker Johnson lists the many ways that sellers benefit from the expertise of a buyer's agent on the other side of the transaction.
Chris Pollinger shares how to leverage AI, particularly the new GPT-4o, to create custom experiences and smarter marketing strategies, transforming your real estate business.
Mauricio Umansky was onstage at Inman Connect Miami and detailed how he turned an angry voicemail from Kelsey Grammer about a failed home deal into an opportunity to sell the house.

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Check out the latest from Inman Access: Keeping it real: How to showcase your unique value on social media

Guidance or steering? Red flags of giving professional advice

By Carl Medford, CEO of The Medford Team

"In real estate, we routinely steer or guide buyers positively," writes Carl Medford. "We provide necessary information so that buyers can make informed decisions. Having provided that information, we then honor whatever decisions they choose to make."

Outside of real estate, steering simply means to guide someone or something in a specific direction. While steering has negative connotations, the right kind of guidance is positive, especially for real estate agents. Providing guidance is part of an agent's fiduciary duty to clients. We help buyers focus on properties within their budget, point out potential long-term issues like structural defects, and ask critical questions like, "Are you comfortable living near an airport?" This guidance ensures clients make informed decisions and find homes that truly fit their needs. Read more.

Learn from industry experts and connect with trailblazers who defy market trends

Gain insights into the latest innovations that are shaping the future of real estate. Join us from July 30 to August 1 in Las Vegas.

Learn more about Inman Connect Las Vegas

Eklund | Gomes Team: 'Don't put all your eggs in one basket' Even experienced pros like Fredrik Eklund and John Gomes of the Eklund | Gomes Team at Douglas Elliman can still learn new things. The past two turbulent years taught them a crucial lesson: Don't put all your eggs in one basket, Inman's Lillian Dickerson reports "There were opportunities across the country that we would have missed if we stayed in New York," Gomes said during an Inman Connect Miami panel. "Look at what's happening in Texas and Florida. If we hadn't expanded, where would our business be?" Read more.

Why buyer representation should matter so much to sellers In today's real estate market, sellers must understand the importance of buyer representation. With new rules from the National Association of Realtors coming soon, sellers need to pay buyer-agent commissions to avoid risks and ensure smooth transactions, says Cassie Walker Johnson. Unrepresented buyers can cause major issues and risk the entire deal. To protect your investment, recognize the essential support a buyer's agent provides. Read more.

7 tips for using AI to find (and keep) real estate clients "AI isn't just a buzzword; it's a game-changer," writes Chris Pollinger. With the new GPT-4o, you can leverage AI to create custom experiences and smarter marketing strategies. He shares seven tips to get the most out of the new AI model and boost your productivity and marketing. Read more.

How Mauricio Umansky turned an irate Kelsey Grammer into a client At Iman Connect Miami, Mauricio Umansky, CEO of The Agency, shared a story about the importance of following up after a sale, Inman's Jim Dalrymple reports. While golfing, Umansky recounted, he received a voicemail from actor Kelsey Grammer angrily discussing a failed home deal. Umansky called him back and set up a meeting. Discovering Grammer and his wife hated the house, Umansky suggested he could sell the home for them, which changed the situation. Read more.

For your new agents

Your essential marketing toolkit for a post-NAR settlement landscape

An Inman-Dig Insights consumer survey published in April found that consumers recognize the value of working with agents, but they are also open to exploring alternative commission models. Now is the time to double down on marketing that clearly communicates unique expertise, skills and client experience, digital marketing expert Marci James writes.

If you're ready to adapt and change the way you communicate value to clients, let James help you reshape your agent-client relationships by prioritizing clear communication and exceptional results. Read more.