ICYMI: The Art of the CMA 2nd Edition is here!
The Art of the CMA Returns: A Playbook for Winning Listings in the AI Era
The updated second edition brings new research, AI strategies, and practical tools to help agents stand out and sell more homes.
The updated, expanded second edition of The Art of the CMA is here — a modern roadmap for real estate professionals navigating an increasingly data-driven, AI-powered industry.
Consumers have more data than ever. AI can generate a valuation in seconds. Winning listings today depends on an agent's ability to master data storytelling, communicate value, and build trust — skills no algorithm can replace. The role of the real estate agent is evolving fast, and the agents who thrive will be the ones who use technology to sharpen their own judgment rather than outsource it. The second edition explores exactly how to do that.
New research: agents say CMAs are only getting more relevant
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 — a survey of 2,165 U.S. real estate professionals on best practices for CMAs and listing presentations.
- 89.6% of agents believe CMAs will be more relevant in the future, up sharply from 2020.
- 83% of agents are open to AI-assisted CMA tools.
The book expands well beyond CMA fundamentals with updated valuation strategies, deeper AI and automation insight, and practical techniques to help agents differentiate themselves in competitive markets.
"Technology can estimate property values, but only exceptional agents can create massive value for buyers and sellers," says Greg Robertson, co-founder of W+R Studios and Giant Steps Advisors. "This edition is about helping agents use data more effectively while strengthening the human side of the business — trust, storytelling, negotiation, and strategy."
What's inside
- A 3-step framework to win more listings
- Original research to inform CMAs and listing presentations
- New insight on using AI to build a powerful CMA
- Expanded take on Zillow, iBuyers, and consumer expectations
- Modern scripts, objection handling, and storytelling
- New commentary on transparency, compensation, and trust
Used strategically, data, CMAs, and AI tools become a powerful marketing presentation — helping agents demonstrate expertise, build credibility, and communicate value in a market increasingly shaped by automation.
Who it's for: residential agents, brokers and team leaders, coaches and trainers, new agents, experienced listing agents seeking differentiation, and anyone adapting to AI-driven consumer behavior.
Get The Art of the CMA—bulk discounts available
The Art of the CMA, 2nd edition, is available now in paperback and digital formats.
About The Art of the CMA
More than an update, the second edition is a practical field guide for winning listings today — combining proven CMA methodology, modern AI workflows, persuasive presentation strategies, and hard-won lessons from years of industry change. The Art of the CMA is written by proptech innovator Greg Robertson and marketing strategist Charles Warnock, and presents a toolkit of business, growth, and technology strategies agents can use to build a lasting competitive advantage. Brokers, coaches, and MLS organizations are encouraged to share it with their networks as a training resource.
About the authors
Greg Robertson is a proptech leader with 30+ years building real estate technology companies. At Giant Steps Advisors, he guides clients through product strategy and go-to-market execution. He's co-founder of W+R Studios, publisher of the Vendor Alley blog, and co-host of Listing Bits and Industry Relations.
Charles Warnock is a growth marketer, content strategist, and tech journalist based in the San Francisco Bay Area, with 20+ years in real estate and mortgage marketing. He's co-author of Future Ready: A Changemaker's Guide to the Exponential Revolution. More at charleswarnock.net.
What real estate leaders are saying
"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
"It's not just delivering a great CMA. It's organizing your entire thought process around defining massive value for our clients." — Sharran Srivatsaa, CEO, Kingston Lane; CEO, Acquisition.com
"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 expanded the boundaries of the CMA beyond a presentation tool to a prospecting tool — and a customer-for-life tool. Learn the Art of the CMA today!" — Victor Lund, Founding Partner, WAV Group; CEO, RE Technology
Ready to build a CMA process that wins more listings? Grab your copy of The Art of the CMA, 2nd edition, today.
View the original press release for the Art of the CMA on PRWEB