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.

In 2025, agents who aren’t actively leveraging public relations, digital marketing and social media are likely already falling behind. Today’s most forward-thinking agents understand that their business success is no longer driven by sales technique alone — it’s increasingly powered by visibility, credibility and creating meaningful connection with their sphere of influence.

This shift has given rise to a new kind of real estate professional: one who integrates deep market knowledge and client service with strategic ways of reaching and educating their audience. Through digital content, community engagement and thought leadership, agents are growing their businesses by sharing their market insights and staying relevant in a fast-evolving industry.

This isn’t about building personal celebrity or becoming a coach. It’s about making the most of the tools at our fingertips to communicate value, share expertise and drive results for our clients. Agents are finding new ways to lead conversations, answer questions before they’re asked and build trust long before a client ever picks up the phone.

My job is to empower this growth — by helping agents harness digital tools, sharpen their communication and align their expertise with business development strategies that help them go further, faster.

Strive for brand consistency

One of the most powerful ways that brokerages can support any agent is by helping them articulate their unique value proposition. It’s crucial to guide agents in defining their brand positioning — while ensuring it fits within well-defined brokerage brand guidelines. Are they an economics expert, a client service fanatic, a contract crusader? Figuring out what they and only they can provide to clients in their market is crucial.

Once defined, promoting and amplifying agents across the company’s owned channels is an effective way to help them build their business. At my brokerage, these include our real estate and lifestyle blog, email marketing newsletters and social media channels, to name a few. 

Helping agents develop unified messaging creates consistency and lends agents a sort of “brand halo” that strengthens and uplifts the agent’s brand in their market — and it’s essential to creating real connection between consumers, your agents and your brokerage’s brand.

Leverage multifaceted marketing programs

Agents must effectively leverage the multi-faceted marketing support offered by their brokerage. Many of these programs are designed to help agents scale all aspects of their business. 

Competition is fierce, and it’s no longer enough for agents to rely on instinct and hustle. To truly thrive, they must become savvy marketers — strategically tapping into the full spectrum of support their brokerage offers. From targeted training to bespoke media opportunities, brokerages now serve as more than just a place to hang a license — they’re dynamic engines for brand building and business growth.

Smart agents know how to take advantage of this. They use in-house learning programs to sharpen their edge in social media, digital branding and content strategy. They collaborate with marketing teams to craft compelling narratives around their listings, market expertise and brand identity.

Perhaps most critically, they engage their brokerage’s public relations team to tell those stories at scale — securing press coverage, building credibility and expanding their reach far beyond their immediate networks.

It’s about more than just visibility. It’s about creating momentum — amplifying every listing, every achievement, every unique point of view with the kind of strategic firepower that turns a good agent into a known entity. For those willing to lean in, the tools are there. The next move is knowing how to use them.

Build powerful media relationships

Agents can lean into established public relations partnerships or seek them out on their own. Leveraging established relationships with media outlets can bring an agent’s brand narrative to a broader audience and emphasize their diverse roles as sales professionals, but also as industry influencers and changemakers.

Our PR team actively supports our agents by repurposing agent-generated content into public relations assets and story pitches, generating additional media exposure for them. They also organize agent-led panels, secure speaking opportunities at conferences, nominate agents for awards and recognition programs, and coordinate thought leadership opportunities, such as feature articles in key industry publications. All of these efforts serve to increase agents’ exposure, enhance their credibility, and showcase their unique perspectives and experience.

From a coaching standpoint, our public relations team provides media training and talking points, making agents media-ready for interviews, panels, events and speaking engagements — aligning messaging with the broader company narrative to ensure consistency across all of our communications. Again, an essential aspect of effective brand messaging. 

What’s next: Empowering expertise in a digital age

At our brokerage, we view our agents as trusted advisors, market experts and community leaders. Our role is to support them — not by asking them to become influencers or coaches, but by helping them use the tools of the digital age to better serve clients and grow their businesses.

In an environment where content drives conversation, agents who can articulate their expertise clearly and consistently will have a competitive advantage. As a brokerage, we aim to provide the structure, tools and amplification they need to do just that — while always staying grounded in what matters most: knowledge, service and results.

We’re proud to champion this evolution and even prouder to work alongside agents who are committed to raising the bar — not just for their business, but for the entire industry.

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Refining your negotiation skills can help you reach the closing table quicker and more frequently. Turning your client’s no into a confident yes is more than a skill — it’s a differentiator that can help you win more listings and build lasting trust with your clients.

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A client’s “no” isn’t always the end — often, it’s the beginning of a deeper conversation. Seasoned agents know that objections can be opportunities to uncover their clients’ deepest motivations and guide them toward more favorable transaction outcomes. Here are some strategies I recommend, from contract to closing. 

Know your unique value proposition

When a client hesitates to give you their business, you need to be able to articulate your unique value proposition (UVP). To do that, you need to identify what you can do better than any other agent or broker in your market.

Whether it’s your proven marketing acumen, your professional reputation or skilled negotiation that sets you apart, be prepared with a sharp, convincing elevator pitch. Memorize it, and confidently share it at listing presentations, client lunches, networking events and wherever you meet potential clients. 

Build trust through transparency

Trust is the cornerstone of client relationships and successful negotiations. Be honest with your clients about market conditions, property values and potential challenges. When clients feel informed and respected, they’re more likely to consider your recommendations and move from a no to a yes. 

When in the throes of a transaction, your fiduciary responsibility to your client is paramount, but being straightforward and factual when dealing with the other side’s agent also builds trust and a solid reputation as a fair player in your market. 

Uncover their deepest motivations

Whether they’re buyers or sellers, clients typically have a hierarchy of wants and needs. Some wish list items are more essential to them than others. Leading any negotiation should begin with knowing your client’s priorities.

To identify your client’s ultimate goals and deepest concerns, ask open-ended questions to learn which items are non-negotiable for them:

• “What concerns do you have about this process?”
• “Can you share more about what’s influencing your decision?” 
• “What would an ideal outcome look like for you?”
• “Can you walk me through what would make this deal feel like a win?”

Listen like it’s your superpower

Careful listening and empathy are key here. The best negotiators are expert listeners. Don’t just wait for your turn to speak — listen to understand. By understanding the client’s perspective, you can address specific concerns and tailor your approach and strategies accordingly. A client’s goals are rarely just about price. 

“If I hear you right, moving by July 31 is your top priority, right?” Active listening involves reflecting what you’ve just heard to clarify meaning. Read between the lines as you study their body language (when possible), tone of voice and timing. These can often tell you more than words alone. 

Silence is golden

Silence can also be a powerful tool. After a listing presentation or following an offer or counteroffer, resist the urge to fill the gap.

Let the other party respond — on their terms. Allowing your client time to process information can lead to more thoughtful decisions. This pause demonstrates confidence and gives them space to articulate their most honest thoughts and ideas, often resulting in a more favorable transaction outcome. ​

Reframe ‘no’ as ‘not yet’

Clients may voice surface-level objections that mask deeper concerns. A client’s initial refusal often signals hesitation rather than a definitive rejection. By interpreting “no” as “not yet,” savvy agents can explore underlying concerns and timing issues.

For instance, if a client says, “We’re not ready to sell,” you might respond with, “I understand — timing is crucial. Could we discuss what factors might make the timing right in the future?” This keeps the dialogue open and positions you as a supportive advisor, responsive to their needs and available to serve them in the future. 

Turning a client’s “no” into a “yes” isn’t about pressure or hard-nosed tactics — skillful negotiation requires clarity, empathy, strategic communication and control.

When you lead negotiations with skill and confidence, your clients feel empowered — and they’ll reward you with loyalty, referrals and long-term success. By employing these techniques, you can gain a deeper understanding of your client’s values and concerns, foster a trusting relationship and guide them toward decisions that align with their goals. 

Mauricio Umansky is the founder and CEO of The Agency in Los Angeles. Connect with him on Instagram.

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Olympic gold medalist Simone Biles isn’t just sitting back and relaxing after a successful run at the 2024 Paris Olympic Games. Now that the gymnast is back in Texas, she is turning her attention to the next big challenge: the ongoing construction of her dream mansion.

On her Instagram stories, the Olympian shared updates to the construction of the Texas house she is building with husband, Chicago Bears safety Jonathan Owens, People reported. The couple first started sharing photos of the project on Instagram in September 2023, five months after they married.

Biles seems pretty pumped about the home-in-progress, showing off photos of rooms with new finishes, complete with lots of eyes emojis.

The home seems to be taking on a clean, modern design heavy on white and black themes as well as gold accents.

The kitchen features black and white marble countertops with matching backsplash. A light bronze light fixture hanging from a tray ceiling matches the faucet fixtures in the sink.

Black and white themes continue in the shower where lighter black and white marble slabs cover the walls and small white and gray tiles line the floor.

A photo of the walk-in closet reveals a center island with pristine white drawers and bronze finishes, and glass door-enclosed shelves with space for hanging clothes.

The scale of the home’s living spaces seems grand, even when not compared to Biles’ own petite size.

Simone Biles / Instagram

A two-story space features sliding glass doors that open up to lake views and a wall that looks to be prepared for a fireplace installation.

Previously, Biles said that the new-build will include a second level with a game room, home theater and wet bar, as well as a balcony overlooking the lake.

Biles won three gold medals and one silver medal at the 2024 Paris Olympics.

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The U.S. Navy will expand a toxic remediation project at Hunter’s Point Shipyard, the site of a San Francisco mixed-use neighborhood redevelopment, after radioactive findings at the site, The Real Deal reported on Friday.

Cleanup of the 500-acre site, formerly known as Hunters Point Naval Shipyard (HPNS), has been delayed 18 months, pushing past an initial estimated completion date of 2026.

FivePoint Holdings, one of the largest owners and developers of mixed-use communities in California, has the site in its portfolio.

Once complete, FivePoint boasts that the development will “provide housing, commercial and community uses reflective of the city’s rich history, diversity, and boundless energy,” and “complement San Francisco’s reputation as a world-class city by evolving into a community rooted in inclusivity, multi-modal accessibility, opportunity, and economic vitality.”

According to Navy officials, two radioactive objects, an inch-and-a-half deck marker covered in radium-tainted paint and a piece of glass, were produced on two parcels after soil sampling conducted on the site last year. The objects were discovered as Navy workers double-checked work performed by a former contractor, Tetra Tech.

Tetra Tech, global provider of engineering and consulting services, faces multiple lawsuits after alleged fraud on the cleanup project. Tetra Tech denies the allegations.

The site, located on the southeastern portion of San Francisco, has operations dating back to the 1860s, according to the Naval Facilities Engineering Systems Command (NAVFAC).

From 1869 to 1939, HPNS was commercially operated as a dry dock facility. In 1948, HPNS was partially occupied by the Naval Radiological Defense Laboratory (NRDL). In 1974, the Navy ceased shipyard operations at HPNS.

HPNS was identified for Base Realignment and Closure (BRAC) in 1991, where the site was divided into parcels for cleanup efforts and the transfer of property.

The City and County of San Francisco has provided this resource as a source of updates on the current cleanup efforts.

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