Now, on to this week’s content drop:
Fall is officially here and October is knocking. This week you’ve got market data content, a couple of trend plays, hyperlocal fall guides, and a listing to close out the week strong. Let’s get into it!
Inside this week’s content playbook:
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Buy now vs. wait data that gives your audience the clarity they’re looking for
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A seller concessions carousel that starts real conversations
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Two trend plays mid-week to keep engagement high
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Fall hyperlocal content to position you as the local expert heading into Q4
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A headline listing carousel to close the week
Now, on to this week’s content drop. For the full posting calendar, check out this week’s Content Playbook.
Or dive in below:
Social Media Templates
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Is It Better To Buy a Home Or Wait? (Carousel)
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Location Trend (Reel)
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Seller Concession (Carousel)
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Rock Paper Scissors Trend (Carousel)
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Hyperlocal/Business Breaking News Template (Static Post)
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4 Things You Can’t Miss in [City] This Fall (Carousel)
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Headline + Motion Template Listing (Carousel)
Email + Blog
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Email: Waiting for rates to drop? Read this first
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Blog: Should You Wait to Buy a Home? Here’s What 23 Years of Data Say
Social Media Templates
Is It Better To Buy a Home Or Wait? (Carousel)
🎯 How To
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Open and Customize the template: Is It Better To Buy a Home Or Wait? (Carousel)
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Customize the carousel with your branding, source, and any local context you want to add. Add your logo in the placeholder on each slide so the carousel feels branded and connected to you.
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Use the following slides to walk through the study in simple terms. The goal is to explain the “buy now vs. wait” debate without turning it into a dense data post. You can add your own local take if you want the carousel to feel more specific to your market.
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On the following pages, you will notice there are different size options depending on how you want to use the template, whether you are posting it as a carousel, using it as a reel, or posting it on TikTok.
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Download slides from Canva and upload to social.
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Download the slides from your Canva template as a PNG or JPEG file.
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Upload on Instagram, Facebook, LinkedIn, or wherever you are most active.
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Copy and paste the CAPTION below (edit as needed!).
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This post isn’t trying to convince anyone to BUY NOW. Just showing the national data and waiting for lower rates isn’t always the move.
Buying now beat waiting two years 61% of the time, according to a new study from AD Mortgage that analyzed 23 years of housing data across all 50 states + DC, from 2000 through 2022.
The study compared two scenarios: buying a home that year or waiting two years to buy.
It factored in home prices, mortgage rates, a 15% down payment and the additional savings a buyer could accumulate while waiting.
Across every state and year combination, buying sooner came out ahead 61% of the time.
Obviously, the results varied upon the location.
But another interesting finding was that lower mortgage rates didn’t automatically make waiting the better move.
Rates could fall while home prices climbed enough to wipe out the benefit of waiting. In some periods, buying at the higher rate still produced the better financial outcome.
The point isn’t that buying now is always better.
It’s that waiting for the “perfect” rate doesn’t guarantee a better deal either.
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Publish on social.
Location Trend (Reel)
🎯 How To
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Open and Customize the template: Location Trend (Reel)
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Film 5-8 second B-Roll of yourself at your favorite hyperlocal post – could be a restaurant, coffee shop, country club pool or one of your go-to places that you love hanging out/the vibe.
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Replace [Local Spot] with the name of the business, restaurant, neighborhood, park, or place you’re featuring.
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Download slide from Canva and upload to social.
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Download the slide from your Canva template as an MP4 video.
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Upload on Instagram, Facebook, LinkedIn, or wherever you are most active.
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Copy and paste the CAPTION below (edit as needed!).
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Caption: (Insert business/restaurant/spot) is like my second home. I go here at least (x) times per week and would go all 7 if I could.
Then describe what you love about it/the vibe.
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Publish on social.
Seller Concession (Carousel)
🎯 How To
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Open and Customize the template: Seller Concession (Carousel)
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Customize the carousel with your local market data, source, and branding. Add your logo, name, or social media handle in the placeholders if the template includes them.
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On the next slide, replace [CITY] with your local market and update the stat with your own local data. Use local MLS data, Redfin, brokerage reports, or another trusted local market source if available. If you do not have the exact percentage for your city, adjust the copy to say what you are seeing locally instead of forcing a number.
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On the final slide, keep the explanation simple. You can also add your own local take if you want the carousel to feel more specific.
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On the following pages, you will notice there are different size options depending on how you want to use the template, whether you are posting it as a carousel, using it as a reel, or posting it on TikTok.
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Download slides from Canva and upload to social.
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Download the slides from your Canva template as a PNG or JPEG file.
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Upload on Instagram, Facebook, LinkedIn, or wherever you are most active.
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Copy and paste the CAPTION below (edit as needed!).
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Nationally, seller concessions have hit a 6-year high, giving buyers more negotiating power.
Here in (MARKET), room to elaborate on local market.
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Publish on social.
Rock Paper Scissors Trend (Carousel)
🎯 How To
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Open and Customize the template: Rock Paper Scissors Trend (Carousel)
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Customize each slide with a simple “this beats that” real estate comparison. This carousel works because it uses the rock-paper-scissors visual to make strong, easy-to-understand real estate takes feel funny and swipeable.
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Add your logo or social media handle in the placeholder on each slide so the carousel feels branded and connected to you.
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Use the current hand/rock-paper-scissors visual style, or swap the background color to match your brand. Keep the copy short. Each slide should have one comparison only.
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You can keep these examples as-is or add your own version based on what you say to clients all the time. The best ones are simple, opinionated, and easy for people to understand in two seconds.
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On the following pages, you will notice there are different size options depending on how you want to use the template, whether you are posting it as a carousel, using it as a reel, or posting it on TikTok.
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Download slides from Canva and upload to social.
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Download the slides from your Canva template as a PNG or JPEG file.
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Upload on Instagram, Facebook, LinkedIn, or wherever you are most active.
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Copy and paste the CAPTION below (edit as needed!).
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Stop throwing out these rocks 👉
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Publish on social.
Hyperlocal/Business Breaking News Template (Static Post)
🎯 How To
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Open and Customize the template: Hyperlocal/Business Breaking News Template (Static Post)
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We have provided template options you can use, either for a new business opening in your local area or for a local development update.
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Be sure to update all necessary placeholders like the [CITY], [NEIGHBORHOOD], [BUSINESS NAME], [SOURCE], [PROJECT NAME], and any other local details so the post feels accurate, relevant, and specific to your market.
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For the visual, use a local image, storefront rendering, business logo if allowed, map screenshot, or a generic illustrated placeholder in the circle.
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If you’re not sure what local updates to feature, you can use the Hyperlocal Content AI Tool at hyperlocalcontent.ai to find local news, new stores opening, development updates, and other market-specific stories worth posting about. Then, generate a script to record a green screen or fill in the carousel template for a static post.
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On the following pages, you will notice there are different size options depending on how you want to use the template, whether you are posting it as a carousel, using it as a reel, or posting it on TikTok.
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Download slides from Canva and upload to social.
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Download the slides from your Canva template as a PNG or JPEG file.
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Upload on Instagram, Facebook, LinkedIn, or wherever you are most active.
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Publish on social.
4 Things You Can’t Miss in [City] This Fall (Carousel)
🎯 How To
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Open and Customize the template: 4 Things You Can’t Miss in [City] This Fall (Carousel)
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Customize the cover page by replacing [City] with your city, town, neighborhood, or local area.
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On the following slides, update the event placeholders with real fall events happening in your market. Add the event name, date, location, vibe, and what people should actually do when they go.
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Swap the photos on each slide with visuals that match the event: festival photos, food vendors, downtown streets, pumpkin patches, farmers markets, cider, concerts, parks, fall leaves, or local landmarks.
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Double-check the event dates, locations, hours, ticket details, and parking info before posting.
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On the following pages, you will notice there are different size options depending on how you want to use the template, whether you are posting it as a carousel, using it as a reel, or posting it on TikTok.
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Download slides from Canva and upload to social.
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Download the slides from your Canva template as a PNG or JPEG file.
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Upload on Instagram, Facebook, LinkedIn, or wherever you are most active.
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Copy and paste the CAPTION below (edit as needed!).
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Here’s your Fall events guide for (insert market)
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Publish on social.
Headline + Motion Template Listing (Carousel)
🎯 How To
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Open and Customize the template: Headline + Motion Template Listing (Carousel)
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Customize the cover page by swapping in a short clip of the property and adding your headshot or another area of the home you want to highlight. If you do not have a video clip, you can also use a still image of the property, whether that is the exterior or another standout area you want to feature on the cover.
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On the cover page, add your own headline that creates a strong hook. This could be a new listing, new construction, open house, or another attention-grabbing property headline that fits the post.
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On the following slides, swap in more property photos you want to highlight. Focus on the spaces that will help tell the story of the home, like the living room, kitchen, bedroom, backyard, or other standout features. For the last slide, add a neighborhood area nearby or another location-based feature worth highlighting so the post feels more complete and lifestyle-driven.
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On the following pages, you will notice there are different size options depending on how you want to use the template, whether you are posting it as a carousel, using it as a reel, or posting it on TikTok.
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Download slides from Canva and upload to social.
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Download the slides from your Canva template as a PNG or JPEG file.
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Upload on Instagram, Facebook, LinkedIn, or wherever you are most active.
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Publish on social.
🎯 How To
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Copy and paste the email script below in your preferred working doc.
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Be prepared to reply to anyone who responds.
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Personalize the sign-off and send to potential buyers in your database.
Sources: AD Mortgage, BAM
Subject: 3 numbers every buyer should see before they wait
Body of email:
Hi [First Name],
If you’re waiting for the right time to buy, I want to show you something first.
AD Mortgage studied 23 years of housing data across all 50 states, comparing buyers who purchased right away to buyers who waited two years. Here’s what four numbers from that study show:
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Buying now beat waiting in 61% of scenarios across the full 23 years
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From 2013 to 2015, rates moved from 3.98% to 3.85%, and buying now won 84% of scenarios
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Buying now won 100% of scenarios every year from 2020 to 2022
Rate direction alone didn’t decide the outcome in either case. Home prices and how fast someone could save moved the number just as much.
I’ll pull the numbers for your specific situation and show you what buying now versus waiting could look like in [Your Market].
Want me to put that together for you?
Best,
[Your Name]
Blog
🎯 How To
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Copy and paste the blog below into your preferred working doc.
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Edit as needed for your market. Customize all [BRACKETS] with local market data.
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⬇️ Download the BLOG IMAGE HERE (3 options)
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Upload to your website (meta description, keywords and title options included below).
Sources: AD Mortgage, BAM
Meta Description: A 23-year study found buying now beat waiting two years in 61% of cases. Here’s what that means if you’re weighing your options in [Your Market].
Keywords: buy now vs wait, home buying timing, is it a good time to buy a house, mortgage rates [Your Market], home buyer readiness, [Your Market] real estate market, mortgage rate predictions, housing affordability, down payment savings, when to buy a home
Title ideas:
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Should You Wait to Buy a Home? Here’s What 23 Years of Data Say
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Buying Now Beats Waiting in 61% of Cases Over the Last 23 Years
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What Home Buyers Should Know Before Waiting for Lower Mortgage Rates
Should you buy now, or wait for a better time?
I hear this question from buyers in [Your Market] all the time, and I understand why you’d ask it. Putting your money into a home is a huge decision, and nobody wants to look back and wish they’d waited for a lower rate or a better price.
A study by AD Mortgage looked at 23 years of housing data across all 50 states and DC, comparing what happened when buyers purchased right away against what happened when they waited two years.
Buying now won in 61% of those scenarios.
I want to walk you through what this study found and what it could mean for your own decision.
What the Study Actually Found
AD Mortgage compared two paths for every state and year from 2000 to 2022: buy a home now, or wait two years and buy later. For each scenario, they compared the same core numbers:
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The home price
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A 15% down payment
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The monthly mortgage payment at that year’s average rate
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For the waiting scenario, two years of savings set aside at 10% of household income each year
Whichever path cost less overall counted as the winner for that state and year. Across every state and year combination, buying now came out ahead 61% of the time.
The win rate wasn’t the same everywhere. Here’s how two very different markets compared:
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California and Florida: buying now won 74% of the time, the highest in the study
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West Virginia: buying now won only 39% of the time, the lowest in the study
Based on AD Mortgage’s state-level data summary, buying now beat waiting in [Your State X% → Look up your state’s data on pages 6-8 of the report here] of the time from 2000 to 2022. And in 2022, buying now beat waiting in every state.
Why Waiting for Lower Rates Doesn’t Always Pay Off
Ask any buyer why they want to wait, and rates usually come up first. And it makes sense on the surface: if rates drop, a home costs less to finance, so waiting should pay off if there’s good reason to believe rates will be dropping soon.
The study found two stretches where that assumption fell apart. Here’s what happened in both:
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From 2000 to 2002, the average rate fell from 8.05% to 6.54%, and buying now won only 34% of scenarios
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From 2013 to 2015, the average rate moved from 3.98% to 3.85%, and buying now in 2013, the higher-rate year, won 84% of scenarios
A lower rate two years from now doesn’t erase what happens to home prices and your savings in the meantime.
Both examples show the same pattern: the math depends on more than the rate alone.
The Winning Strategy Changed Almost Every Year
If you’re hoping for a clear signal on when to buy, the data won’t give you one. The strategy that won flipped again and again over the 23 years in this study. Here’s how the win rate for buying now moved over the years:
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From 2003 to 2005, buying now won 94% to 100% of scenarios
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From 2007 to 2010, waiting won every single year, tied to the housing crash
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From 2015 to 2017, buying now won 92% to 100% of scenarios again
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In 2018, buying now won only 2% of scenarios, tied to rates falling fast into 2020 before home prices caught up
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From 2020 to 2022, buying now won 100% of scenarios, all three years
No economist called these swings ahead of time. Waiting for the market to send a signal means betting on something nobody, not even professional forecasters, can predict with confidence.
The Real Question is Whether You’re Ready
This study leaves out a few things on purpose: home equity, price appreciation, property taxes, insurance, and maintenance costs. It’s a straight comparison of purchase and financing costs, not a full picture of owning a home.
Prices and rates will keep moving whether you buy now or later, and nobody can tell you exactly where they’ll land in two years.
What you can control is your own readiness. Readiness comes down to a few things:
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Your savings
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Your budget
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How comfortable you feel with the numbers in front of you
Financial readiness predicted good outcomes more than market timing did, across the full 23 years.
So, I’d encourage you to ask yourself one question instead of watching rates or prices: does a home fit your budget today?