You don’t have to ask me twice to spend time with Katie talking about CMAs. Thanks for having me!
Tomorrow: The State of the CMA
Tomorrow I’ll be joining Kyle Hunter from Lone Wolf for a conversation on The State of the CMA: 2026 Insights.
We’ll talk about how the CMA is evolving, what’s changing in the industry, and why it still plays such an important role in helping agents build trust with their clients.
Hope to see you there.
Webinar: The State of CMA: 2026 Insights
My friends at Lone Wolf have asked me to participate in a webinar later this month about “The state of CMA”. I’ll be joined by my friend Kyle Hunter. We will go over some of the results of our joint survey, Best Practices for CMAs and Listings Presentations, Giant Steps did with Lone Wolf.
Here’s the link to register: Webinar: The State of CMA: 2026 Insights
If you run an MLS and want to promote some good information for your members please share the link!
We will be discussing a few things:
- Key insights from the survey
- Why real estate agents think a CMA is more relevant than ever.
- My thoughts on AI and pricing
- Why a “driveway CMA” is a HORRIBLE idea.
Things might get spicy!
Join us on Thursday, September 17 at 2:30pm Eastern
The Art of the CMA Returns with a New Playbook to Win Real Estate Listings in the AI Era
The Art of the CMA, Second Edition, is a practical field guide for real estate agents to create powerful presentations, win listings and grow their business in today’s challenging market.
HUNTINGTON BEACH, Calif., Aug. 6, 2026 /PRNewswire-PRWeb/ — The US real estate market is rapidly evolving, driven by market forces and advancing technology. Consumers are challenged with affordability, supply constraints, and economic uncertainty.
Real estate agents face their own issues in this low-inventory, high rate scenario, including increased competition and rising operating costs. The Art of the CMA explores how real estate agents can stand out by using data and technology to enhance their own skills and experience.
Consumers have more data than ever. AI and automated tools generate home valuation estimates in seconds. To win listings in today’s dynamic environment, real estate agents must master data storytelling, communicate value, and build trust.
In addition to providing a proven playbook to master comparative market analysis (CMA) tools, the second edition includes updated modern valuation strategies, deeper insights into AI and automation, and practical techniques to help agents differentiate themselves and sell more homes.
“Technology can estimate property values, but only exceptional agents can create massive value for buyers and sellers,” said Greg Robertson, co-founder of W+R Studios and Giant Steps Advisors. “This updated edition is about helping real estate professionals use data more effectively while also strengthening the human side of the business — trust, storytelling, negotiation, and strategy.”
New research: 89.6% of agents say CMAs will be more relevant in the future.
A highlight of the second edition is the 2026 Survey of Best Practices for CMAs and Presentations, produced by Giant Steps Advisors and Lone Wolf Technologies.
This survey of 2,165 U.S. real estate professionals focuses on best practices for using CMAs and other technologies to create accurate valuations and winning listing presentations.
• In 2026, 89.6% of agents surveyed believe CMAs will be more relevant in the future, a 22-point jump from the 2020 survey.
• About 83% of real estate agents are open to AI-assisted CMA tools
• Over 90% of agents cite the MLS as their most trusted data source for comps
Rather than becoming less relevant in the age of AI and automation, CMAs appear to be gaining relevance for real estate agents. As the costs of marketing and lead generation rise, agents are paying more to get in front of qualified prospects. Creating an expert CMA helps agents make the most of their valuable time with clients.
The expanded second edition includes:
• A powerful three-step framework to win more listings
• Best practices to create AI-enabled CMAs and listing presentations
• Modern scripts, objection handling, and real estate storytelling
• New commentary on transparency, compensation, and consumer trust
• Original research to inform CMAs and listing presentations
• Expanded discussion of Zillow, iBuyers, and consumer expectations
The book is designed for:
• Residential real estate agents
• Brokers and team leaders
• Real estate coaches and trainers
• New agents entering the industry
• Experienced listing agents seeking differentiation
• Real estate professionals adapting to AI-driven consumer behavior
The second edition of The Art of the CMA is available now in paperback and digital formats. Complimentary copies and press kits are available to reviewers on request, and readers can:
Order the book at: The Art of the CMA — Official Website
Get a free sample chapter from the Art of the CMA
View the 2026 Survey of Best Practices for CMAs and Listing Presentations
About the book
The Art of the CMA is written by proptech innovator and founder Greg Robertson and marketing strategist Charles Warnock. The book presents a toolkit of business, growth, and technology strategies to help agents create a lasting competitive advantage in modern real estate. Industry leaders, brokers, coaches, and MLS organizations are encouraged to share the book with their networks as a training resource for agents competing in today’s market.
About the authors
Greg Robertson is a longtime proptech leader with more than 30 years of experience building real estate technology companies. At Giant Steps Advisors, Greg guides industry-leading clients through product strategy, business development, and go-to-market execution. He is co-founder of W+R Studios and a national speaker on real estate technology, data, and growth strategies. He is also publisher of the popular Vendor Alley blog and co-host of the podcasts Listing Bits and Industry Relations.
Charles Warnock is a growth marketer, content strategist, author, and tech journalist based in the San Francisco Bay Area. Charles specializes in marketing strategy and assets for enterprise tech and SaaS companies. He has more than 20 years of experience in real estate, mortgage, proptech, and financial marketing. In addition to The Art of the CMA, he is the co-author of Future Ready: A Changemaker’s Guide to the Exponential Revolution. Learn more at charleswarnock.net.
What real estate leaders say about The Art of the CMA
“Outstanding — 34 years’ worth of wisdom presented with smarts and good humor. This book is a gift to any real estate professional that wants to think bigger.” — Brian Boero, CEO, 1000watt
“Greg has distilled over three decades of experience into a blueprint for you to make yourself a better real estate artist. It’s all laid out in a step-by-step format. It’s not just delivering a great CMA. It’s organizing your entire thought process around defining massive value for our clients.” — Sharran Srivatsaa, President of Acquisition.com
“All agents are not created equal. Those who constantly strive to understand and master their markets know the power of the modern CMA platform. It has become the key directional in better presentations, prospecting, and customer loyalty.” — David Charron, Executive Advisor and Former CEO of MRIS
“Greg Robertson and Dan Woolley’s dedication and creativity have enabled them to expand the boundaries of the CMA beyond a presentation tool to a prospecting tool — and a customer-for-life tool. This is a book of tips, checklists, and frameworks designed to help agents win. Learn the Art of the CMA today!” — Victor Lund, Founding Partner, WAV Group; CEO, RE Technology
Media Contact:
Charles Warnock, SF Marketing Labs, 1 408-334-5979, cw@charleswarnock.net, https://charleswarnock.net/
SOURCE The Art of the CMA
New survey: 89.6% of Real Estate Agents Say the CMA will be more relevant in the future.
“Real estate agents are more confident than ever that the comparative market analysis (CMA), a fundamentally human document, matters most in an increasingly automated industry. That’s the headline finding of the 2026 Survey of Best Practices for CMAs & Listing Presentations, released today by Giant Steps Advisors in partnership with Lone Wolf Technologies.
Back in 2020 my company W+R Studios did a survey of best practices for CMAs and listing presentations. I wondered what had changed in six years, so we decided to run the survey again, in partnership with Lone Wolf, and add a few new questions. We got responses from 2,165 U.S. real estate professionals across 46 states. One thing that jumped out at us: 89.6% said CMAs will be more relevant in the future, up from 67% in 2020. That 22-point jump is the biggest shift on any question in the survey.
Think about it: for twenty years people have been writing the CMA’s obituary. The Zestimate was going to kill it. iBuyers were going to kill it. Now AI is going to kill it.
Here’s what those predictions missed. More public data did NOT make sellers better calibrated. It made them more anchored, and more confident in a wrong number. Every appointment now starts with some version of “Zillow says my house is worth this much.” That’s the screenshot era. So the pricing conversation didn’t go away when data got cheap. It got harder. Look at the number: pricing as the #1 objection jumped from 52.7% to 63.7%. The flood of free numbers didn’t replace the professional who can interpret them. It created a bigger, harder problem that only a professional can solve. Scarcity of data was never the agent’s value. Judgment about data is.
You can download the full results of the survey here.
Jimmy Kelly steps down as CEO of Lone Wolf
Lone Wolf Names Matt Fischer CEO
“I have long admired Lone Wolf and its leadership position in the real estate technology industry and am honored to step into the CEO role at this exciting juncture. The company has built an impressive platform that makes a difference in the lives of over one million agents across the U.S. and Canada.”
— Matt Fischer, CEO, Lone Wolf Technologies
When Dan and I sold W+R Studios to Lone Wolf we said to our team, “Lone Wolf has a culture, W+R has a culture, together we will build a new culture.”
Jimmy seems low key on the outside, but if you look at the past 7 years you would have to say his leadership was both bold and aggressive. During his tenure, Lone Wolf acquired 5 companies, which along with W+R Studios were some of the top brands in real estate. That’s bold. The fact that those companies were all bought within 9 months of each other is the aggressive part.
Combining those cultures (and founder egos) , let alone products, is a big ask. Having to do that in the tail end of a worldwide pandemic, a real estate boom, then seeing interest rates skyrocket at a speed not seen in the past 75 years, national home sales dropping to below 4 million a year, while overseeing a complete product revamp, I can totally understand Jimmy’s need to move on to the next thing.
Lone Wolf is owned by a private equity (PE) firm, I’m told typically when PE firms acquire companies they are looking at about a 5 year window to do their thing (streamline, etc.) and then sell to bigger companies. I think due to the tepid real estate markets many PE firms that have invested in this space are stretching beyond the 5 year mark. So this also matches the need for some new blood.
Thank you Jimmy! You were always a straight shooter, treated Dan and I with respect and patient with my crazy rants. I’m sure we will cross paths again.
I don’t know Matt Fischer, but I wish him well. He has a lot of great people and products at Lone Wolf. He has some big shoes to fill and I’m excited to see this next chapter.
Cloud CMA ranked top CMA in the market
4 Best Comparative Market Analysis (CMA) Software for Realtors in 2025
“Why I chose Cloud CMA
Cloud CMA turns MLS data into branded, client-friendly reports fast, while also offering features to present these interactively at the table or over Zoom. It also allows you to send automated, “living” CMAs so homeowners see updates over time (though the availability varies by market).”
Still going strong.
York Baur, former CEO of MoxiWorks joins Lone Wolf
MoxiWorks Founder York Baur joins Lone Wolf as chief industry relations officer
“Baur is best known for his role as founding CEO of MoxiWorks, a real estate software platform that now supports over 800 brokerages and 400,000 agents. Baur stepped down as CEO of MoxiWorks in 2024.”
Even in an industry known for vendors jumping ship and joining former rivals, York joining Lone Wolf takes the cake. Having York rep Cloud CMA is still something I’m still wrapping my head around. 🤯
But make no mistake, this is a huge win for Lone Wolf and its customers. York is a fun, knowledgeable, and pragmatic, who knows the broker technology services market cold. Grab the popcorn.
Lone Wolf partners with Follow Up Boss (FUB)
Lone Wolf Technologies Partners with Follow Up Boss to streamline workflows
“Real estate agents and teams often face inefficiencies caused by disconnected tools and processes. By integrating Follow Up Boss with Foundation—including solutions like Boost, Cloud CMA, Transact, and Back Office—agents can now manage their businesses more efficiently, while maintaining a strong focus on customer experience.
“Our mission has always been to empower real estate professionals by providing tools that simplify their daily operations and allow them to focus on what they do best,” said Jimmy Kelly, CEO at Lone Wolf Technologies. “This partnership represents our commitment to open, collaborative solutions that bring value to all agents, brokers, and teams.”
Even companies like Lone Wolf, which are aiming for an end-to-end solution, know they are not going to get everyone to use all their tools. This is especially true when it comes to a CRM. CRM adoption is tough, and once people get used to one, they tend to stick with it.
So I think it is both pragmatic and smart for Lone Wolf to take this path. I know other software vendors take a different approach, trying to lock you into their entire ecosystem or forcing you to use tools like Zapier to integrate.
Kudos to Lone Wolf and Follow Up Boss for making it easier for agents to integrate the tools they already love.
ARMLS adds Cloud CMA as a member benefit
Lone Wolf Technologies partners with Arizona Regional MLS
“In any market, and especially in one where buyers and sellers may not be entirely sure of what they can expect, it’s imperative for real estate agents to be able to demonstrate that they know and understand what’s happening,” said ARMLS’s James Marcus in a statement. “With this new Cloud CMA benefit from Lone Wolf, our agents will have a key resource in showing clients the expertise that will set them apart from the competition.”
ARMLS
What I think a lot of people forget is that Cloud CMA can be used as a lead generation tool. Congrats to Lone Wolf and ARMLS.
