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.
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
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
The Industry Relations Podcast is now available on your favorite podcast player!
Overview
Rob and Greg recap their time at Inman San Diego — the first Inman keynote without Brad Inman on stage, new CEO Tom Bohn’s mixed reception, and Greg’s fan encounter with his own book. From there they dig into a bigger debate: what’s the actual purpose of real estate conferences, whether panels count as “education,” and how MLS Reset and other events are trying to carve out a clearer mission.
Key Takeaways
Greg’s second edition of “The Art of the CMA” is out; he’s doing speaking engagements and bulk book buys tied to gigs
This was the first Inman keynote Brad Inman didn’t give himself, following the company sale
New CEO Tom Bond’s keynote got mixed reviews from attendees
Inman has shifted toward more agent/broker-centric content and away from organized real estate coverage
Complaint of the episode: Inman San Diego had no real central lobby bar
Rob argues most real estate conferences (outside NAR events) lack a clear purpose or mission
NAR Midyear and Annual are “working conferences” with real votes and lobbying, unlike most others
Brand conferences (like Keller Williams’ family reunion) succeed because their purpose is obvious
T3 Summit, Gathering of Eagles, and RISMedia events each target a specific tier of attendee for marketing/networking purposes
MLS Reset traces its roots back to the Clarity Conference and the MLS executive workshop model
Rob and Greg disagree on whether panel discussions are ever educational
Greg pushes back, arguing conferences can also be valuable as a source of inspiration and storytelling
Rob’s pitch for an ideal conference: two content sessions total, everything else built around networking and an open bar
The Industry Relations Podcast is now available on your favorite podcast player!
Overview
Greg launches the second edition of The Art of the CMA, along with new survey data showing agents believe CMAs are more relevant than ever, even as AI adoption grows. That leads into the episode’s main debate: could AI tools like ChatGPT or Claude get direct MLS access and replace agents’ role in producing CMAs and running transactions? Rob and Greg dig into MLS “participant” rules, a LinkedIn post from Craig Cheatham (Realty Alliance) pushing to redefine who qualifies as a real broker vs. a paper/AI brokerage, and a broader disagreement over whether AI is fundamentally different from past disruptors like Zillow, iBuyers, and discount brokerages.
Key Takeaways
Greg’s second edition of The Art of the CMA launched today, with a new chapter on AI and CMAs
New survey (~2,200 agents, Feb 2026) shows 89.6% believe CMAs will be more relevant in the future — a 22-point increase from the prior survey
Agents report CMAs now take longer to produce and use fewer comps than before
Over 90% of agents cite the MLS as their most trusted data source for comps
Current AI tools lack direct MLS access, relying instead on public sources like Zillow and Redfin
Rob raises the scenario of OpenAI or Anthropic obtaining a broker’s license to join the MLS directly as participants
Craig Cheatham’s LinkedIn post to CMLS argues for a more stringent definition of “participant” to separate real brokerages from paper/AI brokerages
Discussion touches on the now-expired DOJ/NAR settlement and the “endeavor to cooperate” clause as precedent
Rob argues AI replaces human labor and is fundamentally different from past disruptors; Greg argues real estate remains an emotional, trust-based decision AI can’t fully replicate
Rob contends a transaction handled by AI connected to MLS data may carry lower risk than one handled by an average, inexperienced agent
Both agree AI brokerages are already emerging and expect the MLS participation debate to escalate soon
“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.
I want to thank many of you for helping me promote my new book, The Art of the CMA. I’ve set up an Instagram account, which I plan to have some fun with if you want to follow.
Also, I would be happy to speak at your next virtual event about the value of CMAs and the different and surprising ways CMAs can help agents grow their business.
I have quantity discounts available. So if you are looking for the perfect gift for your board of directors, team members, or agents in your office I’ve got you covered. On quantities of 5 or more, I also would be happy to personalize each copy.
“Not your usual (and typical) real estate book. I was already a huge fan of Cloud CMA and the positive impact it had on my business. I liked how it wasn’t just trying to sell you the CMA service the whole time.”
Dustin Fox
“Fantastic! Is this a book just about CMAs? No, not by a long-shot. The Art of the CMA contains a wealth of real estate industry insight and guidance no matter your experience as a Realtor. The book is a blueprint on engagement with the lifeblood of an agent’s career – the consumer. “
Amazon Customer
“My wife and I both read the book and it really gives practical advice and actions one can take. Read it soon before everyone else does!”
Alex GM
“I read the Art of the CMA in one, 2-hour session. It’s a well written, finely tuned piece of writing filled with solid information, storytelling and research that reveals the wonderful world of possibility that lies beneath the PDF the CMA is printed on.”
Looking forward to being interviewed by Katie about my new book, The Art of the CMA. Katie was a big help with the book and very generous with her time. The interview starts this Friday at 11AM PT, September 25th.
