by Troy Palmquist | Jul 7, 2025 | Industry, News Feed
Buyers are paying attention to “best-of” rankings. Are you? Troy Palmquist teaches you to add this leverage to supercharge your real estate business.
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
Recently, my market of Oxnard, California, was ranked No. 1 in a USA Today article titled “Coastal gems of California: 10 best beaches that have it all.” The expert panel cited ‘Olol’koy Beach Park (formerly Oxnard Beach Park) for its beauty, amenities and cultural significance. Subsequently, that ranking was picked up by other publications, which added their own takes and insights.
“Best places to live” lists are everywhere, online, in magazines and on television. Even a fluffy feature in a YouTube video can carry weight when it introduces buyers to your market and aligns with what sellers already believe about their city or region.
Here are five ways to position yourself as the savvy local agent or broker who understands how to use that buzz to drive interest and sell homes.
1. Recognize the opportunity
Anytime your market receives a “best-of” designation, that’s a built-in conversation starter. Even the ranking of a local attraction, restaurant or development creates a marketing opportunity. The validation of a ranking provides a selling point you don’t have to generate — just amplify.
Remember, however, that this type of ranking is time-sensitive, so share related content while it’s still trending, usually within a year of publication or less.
2. Turn rankings into marketing touchpoints
There are many ways to incorporate a new “best-of” ranking into your marketing:
- Social media post: Share the article along with your personal take or market insight.
- Client email: “Thought you’d like to see this — [Your neighborhood] made the list!”
- Newsletter content: Share the article along with current listings in the area. Add a call to action that invites buyers to look at houses in the area.
- Blog post or video: Break down what the ranking means and what locals love about the area. Add it to your website along with a search engine optimized headline to juice your site’s SEO.
- Listing consultation: Talk about how you’ll use the ranking to draw attention to and elevate the listing in your marketing.
- Property description: Launch into your listing copy with the designation. For example: “Located in one of California’s top-ranked coastal towns … ”
3. Make it easy for agents with Google Alerts
Set a saved Google Alert for “[Your City] + best place” and another for “[Your City] + best of.” That way, you’ll be the first to know when your market gets a shoutout. This offers set-it-and-forget-it convenience, as you let marketing opportunities come directly to you.
4. Bring it into the listing appointment
Before your next listing consultation, print the article or include a PDF of it in your digital listing portfolio. It adds local credibility and shows sellers how you’ll use the “best-of” designation to boost exposure for their home and their neighborhood. In a competitive market, track pricing and show how the ranking is or could add value to their home sale.
5. Localize and elaborate on the ranking for added benefits
Don’t just share a link to the article or video on your social media channels. Use it as a springboard, translating it into talking points that get to the heart of what buyers care about. Take a tip from the commentary included to examine features like walkability, schools, commute times and lifestyle.
Go further by adding quotes, photos or testimonials from past clients and members of your sphere about the neighborhood or its best features. The goal? Reinforcing the impact of the ranking with a dose of reality and taking it beyond the headline.
Build momentum with every media mention of your market, and be ready when an award or designation falls into your lap. Us “best-of” designations to talk about what you and your neighbors love best about your town or community.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
by Taylor Anderson | Jul 7, 2025 | Industry, News Feed
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
By the time his term ends, Kevin Sears will have been the longest-serving president of the National Association of Realtors in more than a century.
His term started under the cloud of a jury verdict that upended the real estate industry, as well as other turmoil that engulfed the 1.5-million-member organization itself. And when he took the reins in January 2024, NAR was negotiating the terms of a settlement agreement that would cost the group $418 million and lead to practice changes that would divide the industry.
Still, Sears made inroads with a U.S. Department of Justice that some in the industry believed had grown more hostile toward real estate during President Joe Biden’s administration. He met twice with the DOJ to try and reach a mutual agreement on changes the regulator might want to see for real estate. And he delivered the message to agents and brokers that the DOJ wanted agents to be loudly pro-consumer.
It’s been a tightrope to walk. NAR is both seeking more meetings with the DOJ, and has tried fighting the feds all the way to the U.S. Supreme Court.
Sears’ nearly two-year term won’t end until Kevin Brown becomes president in January. Until then, Sears says he’s got more work to do. Some of the biggest players in the industry remain divided against each other and against NAR itself. NAR is still looking for clarity from the DOJ. Lawsuits are being filed all the time.
Sears spoke with Inman about some of the biggest issues that have arisen through his term, and ahead of his scheduled appearance at Inman Connect San Diego later this month.
Below is a transcript of the conversation, edited for clarity and brevity.
Inman: Compass said that they’re not going to view any national NAR policy as binding for them, which followed Howard Hanna saying basically the same thing a couple months ago. What do you make of this statement from Compass that the Clear Cooperation Policy isn’t binding?
Kevin Sears: Yeah, so this is nothing new or shocking from Robert Reffkin. He’s been talking a lot about CCP for as long as I’ve been president. I’ll just put it to you that way.
This does follow Howard Hanna as well. I know you’ve been going around the country meeting with brokers and trying to hear about their concerns. Are there any potential changes that might come out of, I guess, both those brokerages’ responses?
The beauty of our governance structure is that both of those brokerages have members that actively volunteer with the National Association of Realtors. And if there’s going to be changes to policy, then it’s the membership that can effectuate that change. So we have processes in place that can be utilized.
The only other thing I’ll say is that we have closely looked at and monitored the policies, especially in light of everything that’s happened with our association over the last few years with litigation — including the fact that last summer, early fall, [NAR CEO] Nykia [Wright] and our general counsel engaged outside counsel to review all of our policies, rules, our Code of Ethics, our constitution, our bylaws and say, ‘OK, where are areas of concern or potential litigation? And what do we need to do in order to mitigate that risk?’
So, we’ve got the structure in place. We’re doing a full and thorough analysis and, in fact, making changes as we need to through the process.
How do you feel about the final updated Clear Cooperation Policy? Were you happy with where that ended up?
With the policy, am I happy with it? I’m happy that we were able to meet with the various stakeholder groups, have the conversation and come up with a policy that gives options to the selling consumer. Ultimately, what we need to do is look and say, ‘What’s best for the consumer?’ And the policy should follow that.
NAR President Kevin Sears speaks at Inman Connect Las Vegas in 2024. Photo by AJ Canaria Creative Services.
Zillow then came up with its own policy that, in some ways, maybe moved it more toward being like a national MLS. Zillow is saying, ‘If you want to be on Zillow, you have to put it into the MLS and therefore on our site.’ What did you make of their update to their listing policy?
With regard to portals — and you said one specifically, I won’t — the portals and decisions they’re making, that’s just showing that this is a free market and that businesses get to decide what they want to do or how they want to operate. It’s just the market forces doing what they’re supposed to do.
And ultimately, I’ll go back to the consumer. What’s best for the consumer? What’s best for the consumer is to have full access to the most accurate data that’s out there. I always think that with that and the consumer being fully informed, then that’s a good thing.
I saw an update from NAR midyear that you met with the DOJ. There were some apparently pretty big meetings with DOJ attorneys. At the time, you hadn’t met with [DOJ antitrust chief Jonathan] Kanter’s replacement, Gail Slater. Any update on that? Have you had further meetings or conversations with the DOJ?
No, not that I’m aware of. Now, remember, Taylor, I told you I was out of the country. So I don’t know if our attorneys have had any conversation since we were in Washington, D.C., with the Department of Justice.
But I do know that before Gail Slater was put in position and confirmed for the job, we had reached out. I believe shortly after she was confirmed, we reached out. But as far as I know, we have not gotten anything back concrete to be able to to open up the dialogue with the new folks in there.
But as I said at midyear, and as I said before that, I do look forward to the opportunity to continue the conversation because ultimately, if we can come to a meeting of the minds and get some quote-unquote world peace, when it comes to real estate, I think that would be a good thing for everyone involved.
If you get Gail on the line and you’re able to tell her how the past year was between the DOJ and NAR or the industry at large, what would you tell her? And what do you expect, at least in terms of the tone or tenor of the new administration and the DOJ?
I’m not sure that I would go in talking about what had happened, because if we want to move forward, we need to look forward. If there were questions that were asked, I would certainly answer them. But what we need to do is say, what does the administration want the real estate industry [and] real estate market to look like? And how can we work and strive towards that together? That’s it for me.
I just want our members to not have to worry about a cloud over their shoulder. Let’s give them a little breathing room, a little clarity, let them go out and do their job and serve the consumer like they have been for as long as I’ve been involved.
Just to close out that topic. Do you feel like you have any clarity at this point from the DOJ or from the administration? Like, whether there are any other rules you feel like should be changed or they want to be changed so that you can remove that cloud — or so the industry could remove the cloud for itself?
So not having any conversation or in-depth conversation at this point, the short answer is no. But if you look at what’s happened in the first six months of the administration, the Department of Justice in the Nosalek case, the PIN case in Boston, apparently seemed to be satisfied with the settlement. And the terms of the settlement pretty much mirrored the Sitzer | Burnett case.
And I do know that the [Civil Investigative Demands or CIDs] have been lifted off of some of the MLSs that received them over the past year to 18 months about the commingling rules. So are we getting a little more clarity? Is there going to be a change in approach and priorities? Maybe. But until we actually meet and have conversations, I’m not one to speculate on what that would be or what that would look like.
I will just say I’m cautiously optimistic and I do look forward to the opportunity to be able to have those conversations if permitted.
You’re the longest serving NAR president in at least 100 years. How would you rate your term so far?
In college undergrad, I was a history major. What I’ll tell you based on what I learned there, me judging my tenure as president is irrelevant. There are others that can do that.
You know, history will be able to show what was accomplished in 2024 and in 2025. With that said, I’ll just tell you, it’s been an honor to be able to serve the association, and to do the hard work that needed to be done and to help NAR position itself and chart the course for the next 100 years.
Any highlights from this year and a half that come to mind that you’re most proud of?
Several highlights for sure. Being able to represent our 1.4 million to 1.5 million Realtor members, not once but twice with the Department of Justice. That’s certainly the highlight because, at least in the past decade or 15 years, we haven’t had sitting leadership meet with the Department of Justice. And we had several members of the leadership team there. So that was a highlight.
Having Nykia agree to stay on as our permanent CEO was certainly a highlight. Being able to work with our finance committee and budget committee, being able to provide to the directors two years in a row a balanced budget, that’s a highlight.
There’s a very simple question that I ask myself and sometimes say it out loud for the people that have to vote on something: Is this the best thing for the members? And I can honestly say that the hard decisions become easy when you realize it’s the best thing for the members. I think that we’ve done well by the vast majority of the membership over the past year and a half.
Email Taylor Anderson
by Pacaso | Jul 7, 2025 | Industry, News Feed
The demand for second homes is growing, but so are the barriers. With limited inventory and rising prices, many buyers are hesitant to take on the full cost and responsibility of a second property. Others worry about leaving a home unused for much of the year or managing short-term renters.
That’s where co-ownership comes in. This modern approach to second-home ownership gives agents a powerful way to meet evolving client needs, earn more through commissions and grow your business in a changing market.
What is co-ownership?
With co-ownership, buyers purchase a share of a private, high-value home alongside a small group of other vetted owners. It’s an ideal solution for clients seeking more flexibility and accessibility than traditional second-home ownership, with greater equity and control.
With Pacaso, clients benefit from a professionally managed LLC co-ownership model that offers true real estate ownership. While DIY LLC ownership has existed for years, it’s often difficult to manage. Pacaso simplifies the process by handling the management, maintenance and scheduling so your clients can enjoy their home for several weeks a year, minus the typical headaches of ownership.
Why it’s a win for agents
Co-ownership isn’t just a smart option for buyers; it’s a business builder for agents. Whether your clients are priced out of full ownership or simply want more flexibility, co-ownership allows you to expand your reach and offer more tailored solutions.
“This is just another way for agents to step up and grow their business,” says Marnie Blanco, Pacaso’s SVP of Industry Relations. “We partner them with our sales team, who handles the transaction — quick close, quick payments. It’s easy to introduce to your clientele and give them options.”
No matter where you’re based or licensed, you can refer clients to thousands of homes nationwide and in select global markets and earn a 3 percent referral commission on each share your clients purchase — no extra work, just faster deals and greater earning potential.
How to get started
Want to take your business to the next level? Our free two-week action plan will help you grow your business and start earning more commissions. Plus, become a Pacaso Second Home Specialist and unlock the secrets to higher earnings through second home ownership.
Co-ownership isn’t just a trend, but a smart, strategic way to meet modern buyer needs. Connect with us today to stay ahead of the curve and grow your business in the second-home market.
by Jimmy Burgess | Jul 6, 2025 | Industry, News Feed
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
Even in challenging markets, somebody is having their best year ever. So what are they doing? Trey Willard and the W Group Real Estate Team have used systems and mindset strategies to build momentum while others are struggling. With over 100 homes closed and nearly 200 under contract, Willard’s systems and mindset are a masterclass in service and execution.
“We’re in the action economy now,” Willard told me during our recent conversation. “Information’s everywhere, but what matters most is who’s taking action on it.”
Here’s how Willard and his team are winning in today’s market and how you can apply the same frameworks in your business.
What is the action economy?
Willard defines today’s market as one where ideas are cheap, and execution is everything.
“Agents are paralyzed by too much information. AI gives you the answers. But if you don’t do something with it, it’s just noise,” he said.
Instead of trying to outthink the market, Willard and the W Group lean into disciplined action, focusing on conversations, appointments and follow-through. He focuses on simplicity over complexity. He said one key idea he tries to stay focused on consistently is: “Simplicity scales. Complexity kills.”
Conversations still close deals
Willard’s team doesn’t chase vanity metrics. Instead, he and his team focus on five key performance indicators (KPIs). They include:
- Appointments set
- Appointments met
- Buyers or sellers signed
- Homes under contract
- Closings
He doesn’t even track conversations directly because, as he said, “If you’re meeting with people, the conversations are already happening. You can’t get to a closing without a conversation. So that’s where everything starts.” Whether you’re a solo agent or team leader, the principle holds: Track what matters, and reverse-engineer your activity to hit your goal.
Daily discipline builds momentum
Willard credits much of his consistency to mindset work. He believes how you start your day sets the tone for how your day will go. He stated he’s developed his own version of Hal Elrod’s Miracle Morning.
His daily routine includes:
- Quiet time and devotionals
- Affirmations and visualizations
- Reading and reflection
- A momentum-building call to a friend or past client
That first easy win through a call to a friend or past client creates a rhythm that he rides into more difficult calls. This is a technique he encourages his agents to follow.
Creating a culture of accountability
Each Monday, Willard’s team gathers around their scoreboard, which is a live dashboard of set and met appointments, contracts and closed units. It’s all grounded in the principles from the book The 4 Disciplines of Execution:
- Set a wildly important goal: This is your main focus.
- Act on the lead measures: What are the activities that, if consistently carried out, lead to success?
- Maintain a visible scoreboard: Keep a running total on your KPIs to know where you stand in relation to your goals.
- Build a cadence of accountability: Regular meetings or overviews with a coach, team leader or accountability partner to help maintain momentum.
And that last one is where many team leaders fall short, according to Willard. “If there’s no cadence, it’s easy for agents to fall behind. And once they fall too far behind, they check out.”
In addition to Monday meetings, his team runs Tuesday roleplay sessions, Thursday new agent accountability calls, Friday expansion check-ins and quarterly one-on-one reviews. This helps his team maintain a level of accountability few others match, which leads to the success they are having.
The 2-a-week formula for 40+ closings
One of Willard’s simplest yet most effective productivity hacks is to just meet with two people about real estate each week. He calls it “Do the Two.” And if agents follow that formula for 48 weeks, he noted, the numbers start to stack. This is how he sees the numbers playing out over the year:
- 96 appointments per year
- 60 percent to 70 percent of those sign
- 70 percent to 80 percent of those close
Even with fall-throughs factored in, that still lands most agents in the 40-plus deal range if they just stick to the process.
Staying in production for the right reasons
While many team leaders pull back from production, Willard remains active and intentional about it. It keeps him sharp while modeling the consistency for the team, and it builds profitability. His team is involved in the Zillow Flex program, and he explained that for most Zillow Flex deals, his team nets just 30 percent to 35 percent of GCI. But when he closes a sphere-based deal himself? Nearly 100 percent flows through to the business.
The modified 36-touch system that gets results
Willard follows a version of the 36-touch model taught by Keller Williams, but he keeps it simple and human. He utilizes social media to supplement the purposeful touches he makes.
These include four quarterly mailers (home value offers, team wins, Saints/LSU magnets, holiday cards) and four personal touches (birthday videos, equity check-ins, client events, quick “thinking of you” calls). He consistently connects with his database on social media and shares social proof of how they are helping their clients achieve their goals.
The team also hosts client appreciation events. These include multiple invite touchpoints, which lead to top-of-mind reminders whether they attend the events or not.
With every touch made, he wants to lead with value, not the typical checking-in calls many agents make. “If every time I call you, I’m giving something, not asking for something, my call will always be welcome.”
His keys to success: Take action. Track it. Repeat
Willard and the W Group are a model of how consistency and accountability lead to success. Whether you’re a new agent or a seasoned agent looking to build momentum, following his model will work for you.
Willard closed out my conversation with him with four simple instructions for agents and team leaders:
- Pick three lead sources and go all in.
- Track your appointments and conversations.
- Stay accountable to your goals.
- And most importantly, just show up.
Trey Willard and the W Group Real Estate Team serve Greater Baton Rouge, Louisiana, markets. Connect with Trey on Instagram.
Jimmy Burgess is the Chief Coaching Officer for HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
by Jessi Healey | Jul 6, 2025 | Industry, News Feed
From overlooked platforms like YouTube and LinkedIn to ongoing TikTok uncertainty, this week’s updates prove one thing: Agents who stay alert stay relevant. Learn what’s changing — and how to use it.
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools, and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.
Every week, another platform proves it’s worth your attention. YouTube continues to be the dark horse — quietly growing, quietly delivering — while LinkedIn is stepping up with fresh tools for visibility. Both are making one thing clear: It’s not just a Meta world anymore.
That doesn’t mean you need to drop everything and launch a new channel today. But if these platforms appeal to you, now’s a smart time to start — or to double down. Because in a noisy digital world, being early and consistent still wins.
YouTube is quietly reshaping how we search, edit and engage
YouTube is rolling out a wave of updates that signal a serious push into AI-enhanced search and creator tools. “Answer found in video” now highlights the exact moment your question is answered — think “best neighborhoods in Dallas” with a built-in timestamp.
Shorts, meanwhile, are pulling a jaw-dropping 200 billion daily views — more than 200x TikTok’s last reported number. And YouTube Create, the easy editing app with built-in effects and music, is likely headed to iOS soon.
What this means for agents
YouTube isn’t just for long-form videos anymore. It’s a discovery engine, a short-form powerhouse and a creator hub — all in one. If you’re not publishing there, you’re missing a huge piece of the visibility puzzle.
Facebook Reels and TikToks now come with built-in copyright warnings
Both Facebook and TikTok just launched tools that scan your video content for copyright violations before it goes live. On Facebook, the new Reels toggle will flag music or clips that might get you in trouble, while TikTok added an “auto-check sound copyright” setting for iOS. It’s a small move with big implications, especially for creators leaning on trending sounds.
What this means for agents
Don’t skip this step. These tools can save you from takedowns and muted videos — especially if you batch content or schedule in advance. When in doubt, use in-app sounds or royalty-free tracks. Your reach (and your rep) depends on it.
TREND alert: Princess treatment or bare minimum?
The “princess treatment” trend is back — but with a twist. Audiences are laughing (and nodding) at the idea that simple, respectful gestures are now being labeled as royal-level luxury. The takeaway? Expectations are low, and the bar for feeling valued is even lower.
Social media is full of debates over “expecting too much” — but the real estate version might be more subtle: Do your clients feel cared for or just processed?
Buyers and sellers expect transparency, quick responses and a smooth process. That’s not luxury service — it’s the floor. The agents standing out right now are the ones delivering clarity, warmth and a human touch, not just drip emails and automated texts.
What this means for agents
You don’t need to wow clients with grand gestures. You just need to show up, follow through and treat them like humans. Answering questions, showing up on time and remembering their goals is what sets you apart — because, sadly, it’s not the norm.
How to use the trend
Use this format to highlight the “princess treatment” (that are really your bare minimum) moments you offer as an agent — and then clarify that it’s just your standard service. For example:
- “When I actually respond to your texts and explain the process”
- “When I remember what you want in a house and don’t waste your time”
It’s a fun way to set yourself apart while making a subtle statement about your professionalism. Keep it light, honest and rooted in your real client experience.
LinkedIn lets you add video covers to newsletters
If you publish articles or newsletters on LinkedIn, you can now upload a cover video to personalize your content and hook readers. Think of it like a story intro — but for thought leadership.
What this means for agents
LinkedIn is trying to make longform content feel dynamic. If you’re targeting corporate clients, relocation buyers or referral partners, this is worth experimenting with.
There maybe a buyer for TikTok — again
After granting TikTok another 90-day extension, President Trump now says he has a U.S. buyer lined up. No deal has been made public, and the September deadline still looms. It’s unclear whether Congress or the courts will intervene — or if this is just more political theater.
What this means for agents
TikTok’s not dead — far from it. But don’t build your entire content strategy on it. Diversify and always keep your videos saved offline.
TL;DR (Too Long, Didn’t Read)
- YouTube’s pulling massive numbers and launching smart new tools. It’s worth more of your attention.
- Facebook and TikTok now offer built-in copyright checks for video uploads.
- The “princess treatment” trend is your chance to highlight what makes your client care stand out.
- LinkedIn adds video covers to newsletters, giving your long-form content more personality.
- Trump says he has a U.S. buyer for TikTok, but the future still feels uncertain. Diversify your content just in case.
You don’t need to be everywhere, but you do need to be strategic. The agents making the biggest impact aren’t chasing every trend — they’re picking the right ones for their audience and showing up with content that actually helps.
If a platform is gaining traction and makes sense for your business, don’t wait for the crowd. Get in early, stay consistent and let the results speak for themselves.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
by Troy Palmquist | Jul 5, 2025 | Industry, News Feed
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
It used to be that we talked about homeownership as a financial and aesthetic goal. Think about the sales pitches we used:
- Start building equity instead of your landlord’s wealth.
- Lock in your future with an asset that pays you back.
- Finally, a space that really reflects your style.
- Paint the walls any damn color you want.
Now, however, the dream of homeownership is no longer about white picket fences. It’s about stability in unstable times. It’s about finding peace in an increasingly noisy world.
- We crave certainty → A home offers that.
- We want belonging → A neighborhood delivers that.
- We seek control → Homeownership is still one of our most personal, empowering achievements.
In the face of challenges to affordability and inventory, what are real estate’s biggest power players doing? Are they making it easier for buyers, sellers and the agents who serve them? No. They’re not even speaking to the things that really matter most to boots-on-the-ground agents.
Instead, they’re fighting among themselves, fighting with the portals and looking to enrich shareholders instead of helping families find financial stability and wealth-building potential in real estate. They’re ignoring the clear fact that helping more families and agents grows the business and, ultimately, increases the value to shareholders.
We used to take the transparency offered by the MLS for granted. Now, CEOs are creating a paradigm shift where consumers potentially can’t even find listings online unless they’re signed on with the “right” brokerage.
It’s a science experiment, and it has nothing to do with what’s best for agents or consumers.
How all that conflict impacts brokerages — and agents
Brokerage companies need to realize that their shareholders aren’t their only clients. In many cases, I wonder if even the shareholders are happy with the positions that they’re taking.
In a struggle that’s positioned as being all about “consumer choice,” I have to ask whether consumers would choose industry policies that actually make it harder for them to find the home they want.
The duty to return profits to shareholders and to focus on the end consumer are not mutually exclusive. In fact, they can, or should, go hand-in-hand.
Brokerages have two customers: the client and the agent. Getting your agents cut off of IDX or portals doesn’t help them. No wonder so many agents say they’re planning to switch brokerages.
Is the real endgame for some players in the industry dual representation or dual agency? That has already been outlawed in some states. It should become less common, not more common.
When asked why we’re having this fight among ourselves, the answer always goes back to the security needs of ultra-high-worth individuals. I’ll tell you this: Those buyers aren’t searching for their next home on Instagram or YouTube videos.
For the luxury seller, only qualified buyers and trusted agents are allowed through the door. If there’s an art collection or family portraits they don’t want to show, those can be blurred out and the number and placement of photos limited.
How are the adversarial positions brokerage leaders are taking impacting the bottom lines of their brokerages? Is this making brokers more money? Is it making agents more money? Is it attracting new agents to the brokerage or causing retention issues based on the positions the company is taking at its C-suite level?
This chapter for our industry is obviously different than ones of the past. The leaders are different. The story is different. The outcome is going to be different at the end of the day. We’re here to promote homeownership and help people buy and sell homes. Anything else is just unnecessary noise.
Want to differentiate your service? Start caring about the client
Our industry’s reputation has taken a hit, and the headlines haven’t been kind. Here’s how to create a client-centered real estate business that serves both experienced buyers and sellers and those who are just exploring the real estate market for the first time:
Counter the noise
Economic and political news is louder than ever, and uncertainty is rampant. AI-generated content, TikTok real estate “influencers” and nonstop market speculation are creating confusion, not clarity, for clients.
It’s up to you to create content, to have conversations, to pick up the phone and make some calls. Take your role as a resource seriously, and counter all of that nonsense noise with practical wisdom and winning strategies that help your clients achieve their goals.
Acknowledge economic uncertainty
It’s not just about interest rates and inventory; inflation and wage stagnation continue to stretch average American household budgets to the limit. Yet buyers are still hopeful, and sellers are increasingly realistic.
Make sure your clients know that while their dreams may be harder to achieve, they won’t be denied. Stop ghosting them and dodging their calls. Walk the walk with them, providing advice, resources and, most of all, consistent encouragement on the journey to their goals.
Understand the local impact of global disruption
Immigration, wars and cultural shifts aren’t abstractions; they affect housing demand, supply chains, affordability and neighborhood dynamics. They create fear and uncertainty that make it harder to take action. They impact the way we see and speak to each other, and contribute to political, social and cultural polarization.
Housing is personal and deeply human, and that makes the role of real estate professionals more important than ever. When you understand the global and local issues that affect your buyers and sellers — from international conflicts to local zoning — you’re better able to provide the help and advice your clients need.
Prepare for tech disruptions and cultural shifts
AI search, virtual staging and YouTube home tours with millions of views: The landscape of branding, marketing, and buying and selling real estate is evolving fast. While the future of housing is being built on technological innovation, the foundation is still human: trust, community and connection.
We’ve spent enough time talking about our commissions and suing each other. Let’s get back to promoting our listings (so everyone can see them), helping clients develop winning financial strategies and creating pathways to homeownership where none seem to exist. It’s what we owe to our clients and what we owe to ourselves.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
