by Rainy Hake Austin | Jun 4, 2025 | Industry, News Feed
Focus on the client lifecycle to build loyalty and enhance brand reputation, ultimately driving retention, The Agency’s Rainy Hake Austin writes.
Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!
An effective sales funnel converts leads into closed deals — spanning the client journey from brand awareness through conversion into a purchase or sale. It’s important to remember that the client lifecycle and the transaction lifestyle are not one and the same — and your transaction expertise, on its own, isn’t enough to build a sustainable real estate business.
While creating a robust, functional sales funnel is a key part of real estate marketing, it’s only part of the equation. An effective client service funnel exceeds expectations, making each person feel seen, heard, valued, and supported, and turns clients into super-fans and super-fans into advocates for you and your brokerage. A client service funnel takes things further — to client retention, loyalty and even advocacy.
Fundamentally, we’re in a client service business where every touchpoint counts. You know you’ve done your job well when your clients become your biggest cheerleaders. I contend that a successful client journey isn’t possible without a top-notch client service funnel. In this article. I’ll share why you need one and how to build one to drive brand loyalty, reputation — and ultimately, repeat business and referrals.
Sales funnel vs. client service funnel
A sales funnel assumes that every person in your network and each new contact you make is planning to buy or sell this summer — or this year. And they’re not. Real estate is a long game that requires that you nurture every contact, lead, prospect and client relationship — for years and even decades.
The goal is to stay top-of-mind so that when they’re ready to buy or sell, they’ll think of you first. How to make that happen? By surprising and delighting every client through the lifecycle of their transaction, and at every touchpoint thereafter, nurturing your relationship for years.
Key benefits of a client service funnel
At a recent company-wide meeting, we talked about providing unreasonable hospitality — a concept popularized by author and world-class restaurateur Will Guidara. As an example, The Agency’s CEO and founder, Mauricio Umansky, shared how he likes to chauffeur his clients to showing appointments whenever possible. It’s kind of his thing, and it’s this type of attention to detail that has made Mauricio and The Agency so successful.
The tangible benefits of a well-honed client service funnel include stronger client relationships, higher client retention rates, a deeper client connection with your brand and, ultimately, more repeat and referral business. Collectively, these build a strong foundation for a sustainable, enduring and thriving real estate career.
How to create an exceptional client service funnel
So how do you establish a client service funnel that surprises, delights and crafts exceptional client experiences at every stage of the transaction — and indeed, at every touchpoint in your client relationships? Here are just a few ways to make lasting impressions that your clients will talk about to friends and colleagues for years to come.
- Actively listen and connect: Make active listening your superpower because a truly intuitive understanding of your client’s needs, desires, concerns and lifestyle will help you make curated property recommendations and give advice that truly aligns with their preferences and goals. Connect on their preferred platforms (such as text, phone, email or social media); even if you prefer text messaging, pick up the phone if that’s how your client prefers to connect.
- Personalize your communication: Tailor your messaging according to each client. Use your CRM systems to track each touchpoint, important dates and their personal details to make each client interaction feel authentic, relevant and timely. Maintain open lines of communication and respond promptly to show your clients that their needs, questions and concerns are your top priority.
- Proactively problem-solve: Anticipate and solve problems before they escalate to show your commitment to your client’s comfort and well-being. Demystify complex terminology and processes, share valuable info about desired neighborhoods or market trends, and recommend service providers, local contractors or vendors. Stay one step ahead by identifying potential roadblocks in the transaction process and present solutions before your client even realizes there might be an issue.
- Be a trusted advisor: A consistent track record of successful closings helps build client confidence, but nothing works as well as demonstrating your genuine desire to support your client’s best interests and goals beyond the fundamentals of their transaction. Consistently deliver on your promises and provide honest guidance, even and especially when you have to say the hard things.
- Create memorable client experiences: Design unforgettable moments throughout the client journey — whether through creative marketing strategies for their listing, thoughtfully selected closing gifts or exclusive client appreciation events. A thoughtful check-in after their purchase or sale to address concerns and offer ongoing support reinforces your commitment to them, beyond the scope of the transaction.
Embracing a client service mindset
Agents who embrace a client service mindset in everything they do — turning ordinary interactions into extraordinary experiences — are the ones who truly excel. Once the signatures are dry, client retention requires ongoing support, knowledge sharing, consistent communication and relationship building — all working together to earn loyalty that can transform your clients into advocates who’ll sing your praises.
When you consistently deliver unreasonable hospitality and exceptional service, you build a legacy of trust that becomes the cornerstone of your long-term real estate success, generating repeat and referral clients that will be the mainstay of your business for decades to come.
by Rainy Hake Austin | Apr 24, 2025 | Industry, News Feed
In the face of economic headwinds and shifting market dynamics, brokerages must embrace change with clarity, strategy and agility, The Agency’s Rainy Hake Austin writes.
Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!
While the real estate market is facing economic headwinds and the stock market is currently in turmoil, there’s a much broader and more positive economic trend that brokerages need to pay close attention to if they want to thrive in 2025 and beyond.
TAKE THE INMAN INTEL SURVEY FOR APRIL
With an expected $84 trillion in wealth flowing from the Silent Generation and Baby Boomers to their heirs by 2045 — a shift being referred to by market watchers as the Great Wealth Transfer — brokerages will need clear, grounded strategies paired with both new and time-tested skills to win market share in the years ahead.
Understanding the great wealth transfer
As we navigate the Great Wealth Transfer, it behooves us as trusted advisors to deeply understand the context in which our clients are making major financial decisions. Brokerage leaders must guide agents in developing effective wealth-transfer strategies for their clients, rooted in the rules governing the transfer and taxation of multigenerational wealth.
The ultimate goal is to serve our clients, guiding them to make wise investment choices and buffer them against any potential impacts of this historic shift.
Building generational trust
As part of this approach, brokerage leaders must be skilled at building generational trust. Successful brokers will understand and align themselves with the lifestyle, values and goals of the next generation of clients.
If Baby Boomers and Gen X value long-term wealth building, retirement planning and strategic location investing in their real estate investment strategy, Millennials and Gen Z may be more prone to living as global citizens who place a higher value on lifestyle, sustainability and wellness.
By identifying generational values, asking astute questions and actively listening, brokerages can better serve each client’s unique needs and strategically capture market share throughout this seismic change.
Adopt a growth mindset
Brokerages should continually invest in expanding their team’s skills and expertise. Standing still means falling behind. For most of us, learning feels exhilarating. Don’t shortchange yourself or your team by missing opportunities to learn — and teach.
The hallmarks of a growth mindset include active listening, learning from feedback, embracing challenges as opportunities, persevering through change and believing that everyone is capable of growth through consistent effort. It’s not just about business growth — it’s about fostering a culture that values learning, growth and effort as much as results, where individual successes are celebrated.
Create memorable client experiences
In our most recent annual wealth report, we identified the evolving habits of the luxury consumer. As the next generation of real estate investors inherit wealth, brokerages that drive innovation through personalized and curated client experiences, strategic partnerships, and new products and services tailored to meet clients’ evolving needs are likely to thrive.
Brokerages that create unique brand collaborations or segment their database to deliver tailored communications and personalized messages are examples. Focus on your clients and respond to rapid-fire industry changes, market trends and economic fluctuations with valuable information and elegant solutions that fit the moment, not the industry as it was five or 10 years ago — or even last year. Personalized property searches, distinctive open-house events, and virtual home and neighborhood tours have become the industry standard.
Lean into digital innovation
As the luxury consumer’s habits evolve, savvy brokerages must lean into digital innovation to maintain a competitive edge. Delivering best-in-class digital experiences and innovative products and services online, where consumers spend much of their time, is crucial.
The best brokerages are more than a real estate brand; they’re a lifestyle and media brand, too. A strong and innovative tech team is essential to brokerage success in this digital age.
Focus on collaboration
Collaboration is a pillar of effective leadership, and at The Agency, we’re proud to foster a workplace culture where teamwork truly flourishes, diverse perspectives are welcomed, and every team member’s unique contributions are celebrated. It’s not just something we value — it’s central to who we are, and it results in greater productivity, inclusivity, innovation and better business outcomes.
At The Agency, we invite stakeholders across departments to gather and share new ideas, respecting established channels of communication, to drive forward the best consensus-based ideas.
Build a positive company culture
A healthy company culture doesn’t just happen — it’s intentionally cultivated and evolves as your brokerage grows. Instead of hiring for “culture fits,” look for “culture adds” — individuals who bring fresh perspectives and diverse experiences to enrich your brokerage team, avoid echo chambers and drive long-term growth.
In the face of economic headwinds and shifting market dynamics, brokerages must embrace change with clarity, strategy and agility.
The Great Wealth Transfer presents a once-in-a-generation opportunity — one that demands a deep understanding of generational aspirations, a commitment to building trust and an unwavering focus on innovation. By using these strategies, brokerages can position themselves not only to weather the current market — but to lead it.
Rainy Hake Austin is president of The Agency in Los Angeles. Connect with her on Instagram.
This post was originally published on this site
by Rainy Hake Austin | Sep 6, 2024 | Industry, News Feed
Inman Connect is moving from Las Vegas to San Diego in 2025 and it’ll be bigger, better, and bolder than ever before. Join us for Inman Connect San Diego on July 30-Aug. 1, 2025 with the brightest minds in real estate to shape the future of the industry. Reserve your spot today for an exclusive discount.
Looking for a quick catch-up on the buzziest stories of the week? Here’s Inman Top 5, the most essential stories, according to Inman readers.
And don’t miss The Download, our weekly column that breaks down one of the top stories of the week and equips you with what you’ll need to meet next Monday head-on.
U.S. Supreme Court. Credit: Canva
The case dates back to a 2020 settlement between NAR and the DOJ, and to the DOJ’s 2021 attempt to withdraw from that settlement — something NAR is trying to block.
Landian, a flat-fee and à la carte platform, offers $49 tours and $199 for written offers to sellers, but the real bombshell may be Sitzer’s involvement so soon after the $5 billion Sitzer | Burnett verdict.
Buyers are more stressed out than ever. Jimmy Burgess shares a plan to help you help your buyer clients and earn their trust.
Massachusetts broker Nadine Hiser outlines the differences between NAR-affiliated brokers and independents like her — and why her company, Key Realty Group, made the choice to leave NAR.
The new commission rules are confusing. Compliance expert Summer Goralik unpacks whether listing agents can mention buyer’s agent compensation in the private remarks on the MLS.
Email Editorial
by Rainy Hake Austin | Aug 17, 2024 | Industry, News Feed
The new rules are the result of the National Association of Realtors’ major antitrust settlement. They’re poised to change how agents are paid and how real estate consumers search for homes.
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.
Five months after the National Association of Realtors agreed to a landmark antitrust settlement, the rules resulting from that settlement finally go into effect today.
The rules will determine both how agents will get paid, and how consumers search for homes. In the former case, homesellers and their brokers will no longer be able to offer commissions to buyers’ brokers within NAR-affiliated multiple listing services. And in the latter case, homebuyers will need to have a signed agreement with their broker before they begin touring homes.
READ BRAD INMAN’S TAKE ON THE HISTORIC DAY
Other rules require brokers to disclose that commissions are negotiable, and bar MLSs from helping seller’s agents make offers of compensation via any non-MLS mechanism. Inman has a full write up of the rules changes here.
The settlement and resulting rules are the product of a story that began in 2019 when multiple homesellers sued over the commissions they had to pay to buyer’s agents. These lawsuits claimed that the National Association of Realtors and various major franchisors conspired to keep commissions, and costs to consumers, high. The plaintiffs in these cases believed that the alleged conspiracy violated the Sherman Antitrust Act, among other laws.
The situation finally came to a head in October 2023 when one of those cases, known as Sitzer | Burnett, went to trial. A jury ultimately agreed that NAR and the other defendants engaged in a conspiracy.
The jury verdict had two effects. First, a slew of copycat cases began cropping up all over the country. Some of these cases named the same defendants, but many also identified additional companies, MLSs and Realtor associations as alleged conspirators.
And second, settlements became the norm. The first settlements, involving Anywhere and RE/MAX, actually predate the October Sitzer | Burnett trial. But over the months following the trial companies including Keller Williams, Compass, Redfin and others all hashed out their own settlements as well. Typically, these settlements involved an agreement to both make monetary payments and to change business practices.
However, NAR’s settlement — which was announced in mid-March — was the one that rocked the real estate industry and led to the most sweeping changes. Over the ensuing months, the settlement has also led to a massive and still-unsettled debate in the industry over just how consequential all of this will be.
For instance, Compass CEO Robert Reffkin recently observed that changes had already rolled out over the summer in some cases but that business was mostly continuing as usual. Others, however, have argued that the new status quo could have an array of significant impacts including reducing agent ranks, driving down commissions, or changing the affordability equation (either in positive or negative ways) for homebuyers.
A bevy of other questions remain unanswered as well. Will NAR maintain its powerful position in the industry? Will buyers be willing to pay for agents? Will the U.S. Department of Justice push for even bigger changes?
Only time will tell, but for now, one thing is certain: Aug. 17, the day the new rules kick in, will go down in the history books.
Here are resources to help you navigate the new industry landscape:
Commentary from leaders:
Practical advice from experts and insiders:
Key moments and history:
Initial impacts and early signals:
Email Jim Dalrymple II
by Rainy Hake Austin | Aug 16, 2024 | Industry, News Feed
Inman Connect is moving from Las Vegas to San Diego in 2025 and it’ll be bigger, better and bolder than ever before. Join us for Inman Connect San Diego on July 30-Aug. 1, 2025, with the brightest minds in real estate to shape the future of the industry. Reserve your spot today for an exclusive discount.
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
Are we allowed, or not allowed, to let clients know upfront if there is not a concession offered (California here, and messaging is very unclear if this is a good practice or considered steering)?
Compliance expert answer
This question highlights the uneasiness some licensed professionals are feeling as they attempt to understand the new practice rules. As a real estate compliance consultant and former investigator for the California Department of Real Estate, I recognize the importance of clarity on this issue, especially during this time of significant industry change.
Of course, apprehension is just one response to the recent shifts in industry practices that differ from the traditional real estate environment agents and brokers have long known. Additionally, some state associations have introduced new versions of representation agreements, and certain multiple listing service (MLS) portals have been modified to reflect these changes — only to be unexpectedly revised again, as seen in California. This evolving situation has created a challenging environment for licensed real estate professionals.
Adding to this complexity, multiple entities are overseeing the adoption of these new rules, including MLSs (which, according to NAR, will enforce buyer representation agreements), certain state governments (depending on their jurisdiction and regulations), consumers, whistleblowers, private attorneys and even the Department of Justice (DOJ).
Regarding the question about disclosing concessions, it’s essential to revisit the fundamentals of real estate transactions. Seller concessions are a common aspect of real estate contracts and can be negotiated at the onset of the offer process or often after the buyer’s inspections reveal more about the property’s condition.
Fortunately, the new rules taking effect on Aug. 17 do not fundamentally change this aspect of the purchase process. Buyers will still be able to request concessions, and these terms will be negotiated and agreed upon by the involved parties. In turn, real estate agents will remain responsible for representing their clients’ interests in negotiating concessions between the parties.
As for concerns about the “S” word, or steering, NAR’s frequently asked questions (FAQs) published on their website specifically reassure licensed members that the new practice rules actually help mitigate the risk of such unlawful activity.
Namely, written buyer agreements will outline brokerage compensation terms upfront; MLS participants may not receive compensation for brokerage services from any source that exceeds the amount or rate agreed upon in the agreement with the buyer; and a broker working with a buyer cannot receive more compensation than what was agreed upon in that agreement. This makes the amount of any offer of compensation irrelevant to the buyer-broker’s compensation.
Collectively, according to NAR, these practice changes have eliminated any theoretical steering; a real estate broker will not make more compensation by steering a buyer to a particular listing because it has a higher offer of compensation.
When it comes to the advertisement of concessions on the MLS, NAR’s FAQs confirm that there is no specific policy regarding this practice. Local MLSs have the discretion to display or omit information about seller concessions in listings, except where concessions are contingent upon payment to any cooperating broker, buyer broker or other buyer representative. As a result, depending on the MLS, real estate listings may or may not include details about a seller’s willingness to offer concessions.
It’s important to note that “willingness” is the key term here. Any concession information displayed in the MLS is not binding. Concessions must be explicitly negotiated and agreed upon in the fully executed contract.
Moreover, to alleviate some of the anxiety surrounding this topic, and perhaps to best address the question, consider the reverse scenario: What if an agent failed to inform their client of known concession information related to a property listing?
In my view, this would constitute a failure to fulfill their statutory duties as a real estate licensee. After all, this issue falls under the umbrella of disclosure, and licensed real estate professionals should be well aware of the importance of honest and open communication with their clients.
As a fiduciary, an agent’s role is to convey all pertinent information to their clients, act in their best interests and faithfully execute their instructions. If I were a homebuyer, I would want to know about any potential concessions associated with a property I was interested in. While this information might not influence my final decision, it’s crucial to have it during the home-search process.
Ultimately, if a property listing does not include details about concessions and the listing agent does not provide any specifics in this area, buyers are still free to request concessions in their offers — this remains a standard practice.
In fact, some experts and experienced real estate agents argue that the safest time to offer or negotiate concessions, including any payment of buyer-broker compensation, is during the contract process. Furthermore, it’s the agent’s responsibility to guide buyers through this process and ensure they understand their options and can make informed decisions when preparing a purchase offer.
In summary, real estate agents should inform their clients about seller concessions if this information is available. Doing so aligns with their fiduciary duty to act in the best interest of their clients. Given the rapidly evolving nature of real estate practices, an agent’s communication, honesty, and transparency are integral to maintaining compliance and client trust.
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.
