Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.

Let’s face it — there’s a lot of noise in the real estate industry right now. Between Zillow’s new listing policy and chatter about interest rates, inventory and tariffs, we as agents start feeling anxious and overwhelmed about things we can’t control. And when fear creeps in, we tend to stop taking action. But here’s the truth: we have more control than we think. 

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Yes, you have to work hard and recognize that deals aren’t going to come easy. But people still need to buy and sell real estate – and the agents who are mindful of that will dominate in a market where others pull back. Here are eight aspects of your business that you can take control of today.

Control your visibility

You don’t have to look far for prospecting opportunities in the summer. Whether you’re at the beach, a graduation party, baseball game or 4th of July barbecue, you’re naturally around more people this time of year. That doesn’t mean you have to be in business mode all the time, but be intentional, knowing that every social interaction could be a potential lead.

And don’t stop marketing and advertising. The more visible and engaged you are now, the more momentum you’ll build heading into the fall and winter markets.

Control your knowledge

When you’re out and about, you’re inevitably going to be asked the age-old question: “How’s the market?” So be prepared: Stay on top of local news and industry updates. Track local market data. Participate in broker caravans and talk with your colleagues.

Agents pick up on trends before they’re reflected in the data, and these insights can give you an edge. Even if you’re talking to someone who’s just curious about the market, your knowledge positions you as an expert and opens the door for referrals.

Control the conversation

Don’t shy away from hot topics, like Zillow’s new policy that bans listings unless they go in the MLS within one day of public marketing. Use it as an opportunity to reach out to your clients and explain what it means for them. 

You can’t control Zillow, but you can control your conversations around it. So, ask clients what they’ve heard and share your point of view. It’s a simple way to show them that you’re following what’s happening and here to guide them. 

Remember, consumers usually aren’t getting the full picture — they’re getting bits and pieces from headlines and social media. If you’re not giving them your perspective, someone else will.

Control your client’s perspective

Speaking of headlines, buyers and sellers are seeing conflicting messages every day. The Chicago Tribune recently published an article titled “Chicago Housing Market Off to Slightly Busier Start in 2025.” That same week, The Chicago Sun-Times reported “Chicago’s Housing Market Could Be Further Dampened by Recession Fears and Tariffs.” 

The headlines obviously don’t tell the full story, and that’s where you come in. As a local agent who’s actively transacting, you’re the most valuable resource for your clients. Educate them with your insights and use data to give context.

Control your mindset

In any market, especially this one, you need to have a positive mindset to advise your clients with confidence. I’ve heard agents say, “I feel bad selling my client this house — it’s so overpriced.” That feeling comes from a good place, and I appreciate that. But the reality is that it’s not overpriced. The price is exactly what buyers are willing to pay. That’s market value. You influence your client’s view of the market, so shift your mindset and stay confident.

Control your value

You know your value better than anyone. As we approach the second half of the year, focus on what sets you apart and how you can articulate that more effectively, so you can charge what you’re worth. 

Keep in mind that people connect with stories. Instead of saying you’re the best negotiator or touting your market position, show how you’ve created success for others in similar situations.

Maybe you helped another buyer successfully navigate a bidding war. Or maybe you directed a sales and marketing strategy that helped a seller get way over list price. Whatever the case, bring those stories into your conversations, presentations and testimonials to demonstrate your value.

Control your routine

Consistency. Time-blocking. Structure. You’ve heard those terms hundreds of times, and for good reason. As an agent, your time is valuable. Of course, you’re always going to be reacting to things, but it’s important to have a game plan for how you’re going to spend your day. That includes the time you wake up, the time you focus on your business, and the time you set aside for yourself and your friends and family. Having a framework for simple daily tasks can make a big impact.

Control your investment in your business

If you want to grow your business, you have to invest in it. One of the easiest ways to do that is by leaning into the resources your brokerage offers. Look for training opportunities, mentoring programs or coaching stipends.

Investing in your growth doesn’t always mean spending money. Sometimes it just means fully engaging with the resources that are right in front of you.

Whether it’s refining your business model, mastering new technologies, or discovering strategies to capitalize on the next market surge, Inman Connect New York will prepare you to take bold steps forward. The Next Chapter is about to begin. Be part of it. Join us and thousands of real estate leaders Jan. 22-24, 2025.

There’s a lot of confusion around the particulars of the National Association of Realtors (NAR) commission lawsuit settlement and the resulting business practice changes. Compliance expert Summer Goralik is here to help clear up some of the looming questions so that we can move forward together as an industry.

This week’s question

As a listing agent, are we required to ask the buyer’s agent showing our listings if they have a signed buyer-broker agreement before showing the property?

Compliance expert answer

This question highlights the complexities and nuances introduced by the recent National Association of Realtors’ (NAR) proposed settlement. Significant changes in the real estate industry include the removal of offers of compensation from the Multiple Listing Service (MLS) and the requirement that buyer agents now have a written representation agreement in place with their clients before showing properties.

Whereas the broad strokes of these changes may be becoming clearer, their practical implications are still unfolding, leaving some gray areas in the interpretation and enforcement of these new rules. For this reason, this settlement is raising new questions and concerns, especially regarding the day-to-day logistics for agents and brokers.

Traditionally, when addressing compliance questions, licensed professionals have relied on resources such as real estate law, state department of real estate websites, advisories, and government enforcement actions for guidance. Although some core issues from the recent litigation, like the negotiability of real estate commissions, agency and the disclosure of compensation, are rooted in established law, the new requirements introduced by the NAR settlement are more practice-oriented. As a result, the familiar resources that agents and brokers typically turn to for assistance and direction may be less applicable at this time.

To address the many questions currently emerging in the industry, it is essential to consult the settlement agreement itself, as well as the antitrust commission suits, examine the NAR’s FAQs available on their website, and seek training and support from state and local associations and MLSs.

According to NAR’s FAQs, the responsibility for ensuring that a buyer representation agreement is in place lies primarily with the buyer’s broker and the MLS. The FAQs do not explicitly require listing brokers to confirm whether buyer brokers have a signed buyer agreement before a showing.

In California, for instance, the California Regional MLS (CRMLS) has responded to the settlement with Rule 9.1, which governs “selling procedures.” While this rule clearly outlines the buyer broker’s obligations with respect to representation agreements, it does not impose any additional requirements on a listing broker to verify the presence of such agreements. In fact, the rule explicitly states, “Nothing in this policy shall impose any restriction or requirement upon the Listing Broker.”

Though it is advisable to review the specific rules of your local MLS — since these can vary — it appears that, at least in California, listing brokers are not obligated to confirm the existence of a signed buyer agreement. That said, some brokers may choose to implement internal policies requiring their listing agents to inquire about buyer agents’ compliance with these requirements as part of their due diligence process. This could include adding a step to their listing checklist to ensure that all parties are acting in accordance with the new rules.

It’s worth noting, still, that if not mandated by MLS policy or regulated by law, any inquiry or request for proof of a buyer agreement by a listing agent might not always be well-received or even acknowledged by a buyer’s agent. Nevertheless, if a listing agent suspects that a buyer’s agent is not complying with the new requirements, they may choose to report the issue to the relevant MLS or their local or state association.

In summary, while there is no formal requirement for listing agents to verify the existence of a signed buyer agreement, some licensed practitioners may adopt this practice as a precautionary measure. As the industry adapts to these changes, peer enforcement is likely to become more common, as accountability among NAR members and MLS participants will be increasingly expected.

Editor’s note: Licensed real estate agents should always check with their responsible brokers for guidance, direction and policy regarding the new practice changes, and licensed real estate brokers would be wise to consult with a licensed attorney for legal clarification and support.

The opinions, suggestions or recommendations contained in this discussion are based on Summer Goralik’s experience working for, and knowledge of the laws enforced by, the California Department of Real Estate and must not be considered legal advice or relied upon as legal advice. You should consult with your brokerage, and/or appropriate legal counsel in your jurisdiction, for further clarification.

Summer Goralik is a real estate compliance consultant and former CA DRE Investigator in Huntington Beach, California. Connect with her on LinkedIn.

Whether it’s refining your business model, mastering new technologies, or discovering strategies to capitalize on the next market surge, Inman Connect New York will prepare you to take bold steps forward. The Next Chapter is about to begin. Be part of it. Join us and thousands of real estate leaders Jan. 22-24, 2025.

Luxury real estate is an industry where a lot is on the line. Pressure is high and perception — from reality TV to Instagram content — makes the profession look easy. 

For new agents hoping to break into luxury, my advice is that learning the ropes, acting with integrity and taking every step of the process seriously is the best way to position yourself for sustainable success. This is not an industry to cut corners or fast-track your way to the “top.”

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Circumstances change quickly, and you can never be too prepared. As a luxury specialist, you are being tasked with executing on behalf of intelligent, high-net-worth clients who outsource to save time and surround themselves with experts to validate their decision-making.

The truth is that trust is everything, and the only way to get trust is to earn it via execution. Referrals only begin once someone works with you, feels supported through the process and is sufficiently satisfied with the outcome. 

One client

For me, one client catalyzed my career in luxury residential sales. I had begun my career in commercial real estate and was introduced to an established business owner looking to relocate their headquarters from New York City to Fort Lauderdale. 

I originally worked with a private lender who had obtained prime office space after the previous owner defaulted. We leased the space to another company, and the interested owner I had been introduced to when showing the building asked me to help him find another office space. 

A successful office search for him led to being tasked with a residential real estate search. He wanted to have a home near his new office. The price point at the time was ultra-luxury for Fort Lauderdale — it was in the $4 million range. We developed a rapport because I understood business.

I was so impressed by the level of attention this man gave to his deal. It defined “hands-on.” My client was over 70 years old and responded to all of my communication no matter what time of day it was. He inspired me to be solutions-oriented and aim to be a step ahead. 

From there, we worked on many deals together, and he sent endless referrals my way.

Positioning yourself for success in luxury real estate comes down to knowing how clients think and operate. One piece of advice I tell agents looking to win higher ticket listings and develop a specialty is to strategize all questions that could arise throughout a property search, during the process of listing and negotiating. Limitless curiosity can take someone extremely far.

Building confidence

Having confidence is essential, but true confidence in your career as a luxury agent comes from truly knowing your stuff. Staying humble, thinking long-term and putting in the time pays off. Staying the course and digging in means continuing education, seeking out advice and staying current on rampant changes affecting the industry.

Clients in the luxury space generally want to know you are up to speed on the many factors that impact the market, from geopolitics to inflation. Being informed will become more of an edge as the media changes and social media becomes increasingly divisive.

Great clients make your career

Great clients have great instincts and want you to validate these with on-the-ground information. I encourage all agents to develop financial knowledge beyond real estate as an asset class. Real estate purchases and equity gains can be deployed elsewhere, and real estate is a key part of many high-net-worth portfolios.

When you realize the transactions you are advising on could help clients start new businesses, send children to college and create generational wealth, you understand the immense responsibility. There is a greater level of trust when the intentionality of a luxury investment is understood in a broader context.

I find my motivation comes from realizing how pivotal real estate purchases are to a person’s whole life. When you are contributing to a greater cause, it never feels transactional.

Filippo Incorvaia is the CEO and broker-owner at FI Real Estate. Connect with him on Instagram.

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Expedia Group met the high end of its earnings expectations for the second quarter of 2024, despite a challenging macro environment and softening travel demand, according to an earnings report released Thursday.

The firm reported total lodging bookings of $20.7 billion for the second quarter across all of its platforms, including Expedia, Vrbo and Hotels.com, an 8 percent increase from 2023. Revenue was at $3.6 billion for the quarter, an increase of 22 percent compared to the previous year.

Room nights posted double-digit growth totaling 98.9 million in the second quarter. Growth accelerated to 10 percent, with Brand Expedia at nearly 20 percent growth. Total room nights grew at the fastest rate since the first quarter of 2023.

The company registered a net income of $386 million and an adjusted net income of $469 million.

“Our second quarter results came in at the high end of our expectations, with gross bookings and revenue growing 6 percent. We’re pleased with our momentum and the sequential improvement in our consumer brands. However, in July, we have seen a more challenging macro environment and a softening in travel demand. We are therefore adjusting our expectations for the rest of the year,” Expedia Group CEO Ariane Gorin said in a statement.

In July, Expedia saw flat average daily rates (ADRs) in the second quarter stemming from exchange rate issues, with customers trading down to lower-priced properties, executives said on an earnings call.

The company also referenced a softness in air ticket prices.

These factors collectively drove weaker-than-expected growth across both consumer and B2B businesses in July, and they are influencing the outlook for the third quarter in the full year.

Expedia expects third-quarter gross bookings and revenue growth to be in the range of 3 percent to 5 percent compared to last year.

For the full year, gross bookings are anticipated to be at the low end of the previously communicated range of mid-to-high single-digits at approximately 4 percent and revenue growth 2 points higher at approximately 6 percent.

“While the more recent market environment is challenging, it is this ongoing execution against our growth initiatives combined with our strong financial business position [that] give us confidence in our long posture of opportunity to deliver profitable growth,” Whalen said.

This article was updated with additional information from Expedia’s earnings call.

Email Richelle Hammiel