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Have you heard the news? 
The National Association of REALTORS® annual convention is coming to Boston this fall! 
If you’ve never attended an NAR conference, we invite you to attend our informational webinar on Friday, June 21, from 10-11 a.m. During the session, we will provide an inside look at the program for the 2024 NAR NXT Conference & Expo taking place from November 8-10 at the Boston Convention & Exposition Center and Seaport District hotels.
On this webinar, two national REALTOR® leaders – NAR New England Region VP Steve Medeiros and NAR Member Services Liaison Gary Rogers – will share their insights and tips for navigating the conference schedule and maximizing your time to get the most out of the NAR NXT experience.

As one of the real estate industry’s premiere annual events, NAR NXT offers numerous opportunities to learn, network, and expand your business at daily education sessions, member forums, governance meetings, and special tours and field experiences. It also features one of the largest industry trade shows and this year includes several special events, including a General Session with Baseball Hall of Famer David Ortiz. 
At our NAR NXT Info Session on June 21 you’ll get an inside look as to the can’t miss sessions for first-time attendees, the best activities to participate in to build your referral network, and special opportunities to save on the conference registration and take home prizes. There’ll also be a Q&A segment, so prepare your questions and sign-up today to join us as we get you ready for the 2024 NAR NXT Conference & Expo in Boston.
Be mindful advance registration is required to receive the webinar link. 
NAR NXT Comes to Boston – An Inside Look


Article Courtesy of: Inman News
By: Andrea Brambila

MLS PIN on Monday urged a district court to reject the Department of Justice's arguments against a settlement with homeseller plaintiffs in the Nosalek antitrust commission case

A large broker-owned multiple listing service is pushing back against the Department of Justice’s take on a proposed settlement seeking to resolve antitrust claims lodged by homesellers in a major commission case known as Nosalek.

On Monday, MLS Property Information Network (MLS PIN) urged Judge Patti B. Saris of the U.S. District Court for the District of Massachusetts to reject the DOJ’s arguments against the settlement and approve the deal, saying that the federal agency’s proposed “total ban” on commission offers from sellers to buyer brokers — both on and off the MLS — itself violates antitrust law and the First Amendment’s free speech provision.

“DOJ’s policy position not only goes far beyond what antitrust law requires; it also creates an antitrust problem for MLS PIN where none existed,” attorneys for MLS PIN wrote in the June 10 response to the DOJ’s statement of interest.

“MLS PIN cannot enter into an agreement to ban the publication of free-market compensation offers without offending the very antitrust principles DOJ claims to be protecting. To impose such a ban through a federal injunction would also suppress speech that is protected under the First Amendment.”

MLS PIN points out that the DOJ is not saying that sellers should not pay buyer brokers, since the antitrust enforcer has explicitly said that buyers can ask sellers to pay buyer brokers in their purchase offers, but rather that pre-emptive offers to pay should be restricted.
“DOJ never denies that sellers have the right to compensate buyer brokers; it only advocates arbitrary restraints on the communication of compensation offers,” the filing says.

“But the payment of buyer-broker commissions has long been legal under Massachusetts and federal law. This proposal to ban truthful and non-misleading speech made in furtherance of a lawful activity runs headlong into a string of Supreme Court cases recognizing that such bans cannot survive First Amendment scrutiny.”

For MLS PIN to ban homesellers from offering compensation to buyer brokers would be “a blatant restraint on trade much more severe than other MLS rules that have been struck down as anticompetitive,” the filing adds.

MLS PIN also argues that the DOJ has other avenues to change how commissions are paid should it choose to.

“Crucially, nothing in the proposed settlement between Plaintiffs and MLS PIN would limit DOJ’s ability to pursue changes to real estate market practices, in Massachusetts or anywhere else, through legislative advocacy or administrative rulemaking,” the filing says.

“Indeed, the entirety of DOJ’s Statement sounds in the realm of policy and should be addressed to those bodies responsible for crafting statutes and regulations: namely, Congress or the Federal Trade Commission.”

MLS PIN pointed out that the Biden Administration has already directed the FTC, which shares responsibility over antitrust with the DOJ, to exercise its rule-making authority “in areas such as … unfair occupational licensing restrictions; unfair tying practices or exclusionary practices in the brokerage or listing of real estate; and any other unfair industry-specific practices that substantially inhibit competition.”

According to MLS PIN, the FTC “is the appropriate forum for resolving the policy concerns.”

Like federal commission suits Moehrl and Sitzer | Burnett, Nosalek seeks class-action status and alleges that the sharing of commissions between listing and buyer brokers inflates seller costs and is a conspiracy in restraint of trade, a violation of the Sherman Antitrust Act.

However, Nosalek differs in one important respect from the other suits: The National Association of Realtors is not named as a defendant, while MLS PIN is. The MLS, which has a full-time staff of 60 employees, boasts approximately 46,000 subscribers in six New England states and New York.

The settlement class is made up of sellers who paid, or on whose behalf sellers’ brokers paid, buyer broker commissions starting Dec. 17, 2016, in connection with the sale of residential real estate listed on Pinergy, MLS PIN’s multiple listing service system.

If Judge Saris chooses to deny final approval to the settlement with MLS PIN, the case against the MLS will continue unless and until another settlement deal is reached and finalized.

Under the current proposed settlement, MLS PIN would remove a requirement that homesellers must offer compensation to buyer brokers; would require listing brokers to notify sellers that they’re not required to offer compensation to buyer brokers and that they can decline if a buyer broker requests compensation; and would clarify that if the seller makes an offer to a buyer broker and the buyer makes a counteroffer, commissions would be negotiated among the seller, the buyer, the seller broker and the buyer broker.

“MLS PIN maintains that these three additional changes — (1) no required offer of compensation, (2) mandatory disclosure, and (3) mandatory certification — are unnecessary,” the filing says.

“But they undeniably address MLS PIN’s alleged role in the conspiracy as a mere conduit between buyers and sellers. These changes fully resolve the disputed antitrust conspiracy claim presented in this litigation.”

However, in its statement of interest, the DOJ rejected the rule changes in the settlement and instead called for “an injunction that would prohibit sellers from making commission offers to buyer brokers at all,” which the agency said would promote competition and innovation between buyer-brokers because buyers would be empowered to negotiate directly with their own brokers.

But MLS PIN emphasizes that the DOJ’s own policy statements have previously said that sellers may offer compensation to buyer brokers “up-front” on MLSs and that doing so can reduce transaction costs because listing brokers don’t have to negotiate separately with each potential buyer broker.

“It is simply not the case that antitrust law requires an MLS to affirmatively prohibit sellers from offering compensation to buyer brokers,” the filing says [emphasis in original].

“Yet DOJ’s core position here is that any proposed settlement must do exactly that to be fair and reasonable. DOJ ignores that scores of federal cases have already confirmed the legitimacy of the practice it now seeks to prohibit.

“So too have state laws, federal statutes and regulations, and the DOJ’s own prior policy positions. DOJ provides no on-point authorities to the contrary.”

Moreover, MLS PIN contends that “an evaluation of the proposed class settlement does not require a mini-trial on fiercely disputed antitrust issues,” but rather whether the deal is “fair and reasonable to the class members.”

“DOJ focuses entirely on the question of whether the proposed settlement would allow the alleged anticompetitive conduct to continue,” the filing says. “But this is exactly the kind of question the Court need not entertain in evaluating a proposed antitrust settlement.”

The DOJ declined to comment for this story. A joint statement from the DOJ, the plaintiffs and MLS PIN regarding the settlement is due to the court on June 21.

Proposed DOJ Ban on Commission Offers Against the Law, MLS Says
Article Courtesy of: Inman News
By: Carl Medford 

Expressing your value to clients begins with knowing yourself, writes mega-team leader Carl Medford. You cannot articulate what you have never taken the time to determine on your own

As the fallout continues from the landmark commission lawsuit, real estate agents across the country are assessing the damage and pondering the way forward. At the heart of the issue is the decoupling of commissions and the inability, as outlined in the National Association of Realtors settlement, for listing agents to display buyer agent compensation on MLS platforms, scheduled to take effect by August 17, 2024.

Additionally, buyer agents will now be required to use a buyer broker agreement to delineate their relationship with their clients and specify how their fee will be paid.

As a result, we are currently experiencing chaos, which is producing a growing uncertainty as to how buyer agents will be compensated for their efforts, if at all. “If commissions will be decoupled going forward,” some reason, “then buyers may be expected to begin compensating their agents. With little or no precedent for this in many markets across the country, how will buyer agents convince their clients to pay a full-service commission or fee?”

We are already beginning to see pushback from buyers as many are already straining to come up with down payments and closing costs. The thought of adding an additional fee might literally “break the bank” for many. 

To clarify, there is no such thing as a “full-service” commission. In sharp contrast to the allegations against NAR of “price-fixing,” commissions have always been negotiable and that fact will not change going forward. Additionally, the level of service provided has always varied from agent to agent, company to company, region to region and is also affected by the type of home being purchased, price point and so much more.

I think the real question here is, “What will buyer agents do going forward to ensure that, under the new rules, they still have the ability to earn a living?” 

My answer here is divided into two segments. First of all, I think there is going to be some short-term confusion as sellers, listening to the fake news pounding the airwaves, believe they no longer need to provide any financial incentives to the buyer’s side of the equation in order to sell their home. I think this is going to be short-lived as market pressures, especially in declining markets, will reveal the short-sightedness of this approach.  

Second, I believe we will see a return to buyer agent compensation that will very closely match what existed prior to the NAR settlement but will be packaged differently thanks to the impending decoupling rules. 

REAL Prsident Sharran Srivatsaa, in a video response to the NAR settlement, provides a great perspective. Using a trip from his home in Laguna Beach to Los Angeles as an example, he explains that the shortest route would take approximately 69 minutes. That is not the only way to get there, however, he points out, adding there are additional routes which will still get you to LA, but will involve a few more steps and take a bit longer.

He emphasizes that regardless of which route you take, the goal is always the same: get from Laguna Beach to LA. As for your role as a Realtor? “You are going to help a consumer buy or sell a house. The result is exactly the same. There are two routes: a route that you are used to and a route that you are not used to.” He continues, “And the new route probably takes a few minutes longer.” 

As a result, to prepare for the impending changes, here are 12 recommended steps Realtors representing buyers should take to effectively manage the path forward. 

1. Get skilled up 

I many cases, buyer agents’ existing toolboxes do not have the tools required to handle the emerging changes. Successful agents will be those who have the ability to fully explain the emerging landscape, have the new procedures and forms dialed in and are seriously trained negotiators.

All of this requires training to enhance agents’ skills. As an example, most real estate agents I know claim to be great negotiators. How many of them, however, have attended negotiation training events, taken protracted negotiations classes, earned a negotiation certification or have at least read outstanding books like Never Split the Difference by Chris Voss?

2. Develop a value proposition

At its most basic, “a value proposition is a simple statement that summarizes why a customer would choose your product or service. It communicates the clearest benefit that customers receive by giving you their business” and has four key components:

1. A focus on needs: Start by identifying the core issues potential clients will face when buying or selling a home.
2. A clear and specific roadmap: Follow up by identifying how your services will address your client’s anticipated issues.
3. A list of benefits: Continue by explaining how your services are unique and how you will save your clients time, effort and money.
4. A risk-free commitment: Conclude with specific ways your clients are protected when working with you. Examples could include an “easy out” policy whereby they can cancel their representation agreement or a guarantee to resell their home for free within a specific period of time if they are unhappy with their purchase.

A value proposition is not a vanity list of how great you are in comparison to others but, rather, a summary of specific things you will do to meet a client’s perceived needs. Everything else you do should be built upon this. 

3. Develop a mandatory buyer consultation and presentation that rocks

Successful agents have always had stellar listing presentations. Given the new guidelines, a buyer presentation is going to be critical as well. Sharran Srivatsaa again provides some clarification by reminding us of his cardinal rule of real estate.

He states. “We have a seller and we have a buyer. A seller has a house and a buyer is looking for a house. It is our job as the agents to facilitate that.” He emphasizes, “Don’t overthink this. Your job in a living room on a listing appointment is not to talk about marketing — your job is to talk about finding a buyer.”

He further explains, “Your job with a buyer is not to talk about loyalty or the buyer-broker agreement. It is not to talk about how great you are and how many sides you have represented. Your job is to talk about how they can get the home they want at a price they want and the terms that they want.”

He goes on to state that, to develop a buyer presentation, we should 10x the amount of time and effort we put into developing our listing presentation.  Our presentations should provide a clear roadmap to success so potential buyer clients understand how you will help them accomplish their dreams. To facilitate this, an effective buyer consultation should be mandatory. 

4. Learn to tell stories

People quickly tire of facts and figures but will listen to captivating stories for hours. Rather than try to convince buyers how great you might be, provide examples to help them understand how critical competent representation is. Here are a couple of examples: 

No. 1: Recently, our team had a home listed for $1,650,000. We had set an offer deadline and as the time approached, we had no offers. At the last minute, an offer hit our inboxes. Excitedly, we opened the email and discovered a fully non-contingent contract for $1,900,000.

The buyer’s agent, a recently licensed individual working for a discount brokerage, had not contacted us, had not asked if any other offers had been submitted, had not asked about the seller’s desires … nothing. Had they called, it is quite possible they could have negotiated a contract for less than the list price.

Instead, their incompetence as a buyer’s agent, inaccurate assumptions about the market and subsequent failure to act as their client’s fiduciary unnecessarily cost their clients a quarter of a million dollars. 

No. 2: Our team listed a home for a couple looking to downsize. We quickly secured a buyer for their home and then got them into contract on the home of their dreams in a nearby city.

As time progressed, the husband began to exhibit anxiety. I received a call one day from the wife, who explained, “A number of years ago, my husband — due to an extremely stressful situation — had a massive anxiety attack that led to a depression that lasted three years. During this time, his depression was so significant that he was under constant medical attention and literally could not work. Apparently, the sale of our home has retriggered the symptoms of anxiety and I am concerned we may end up going through another bout of depression.”

Although the transactions would have provided two large commissions to our real estate team, we put the needs of our clients ahead of our own and counseled them to cancel both transactions. Needless to say, the other two Realtors involved were less than happy, but we successfully negotiated on behalf of our clients and got them out of both transactions with no financial penalties. 

Bottom line? Experience matters. 

5. Explain how agency works

There is a significant amount of confusion out there as to what agency is, how it is established, and how it is compensated. Many agents assume that since a buyer visited their open house or they showed a person any given property, they are now the agent with procuring cause. Au contraire. Here are the definitions from NAR (National Association of Realtors):

The seller’s representative (also known as a listing agent or seller’s agent) is hired by and represents the seller. All fiduciary duties are owed to the seller, meaning this person’s job is to get the best price and terms for the seller. The agency relationship usually is created by a signed listing contract.

The buyer’s representative (also known as a buyer’s agent) is hired by prospective buyers to and works in the buyer’s best interest throughout the transaction. The buyer can pay the agent directly through a negotiated fee, or the buyer’s rep may be paid by the seller or through a commission split with the seller’s agent.

A subagent owes the same fiduciary duties to the agent’s customer as the agent does. Subagency usually arises when a cooperating sales associate from another brokerage, who is not the buyer’s agent, shows property to a buyer. The subagent works with the buyer to show the property but owes fiduciary duties to the listing broker and the seller. Although a subagent cannot assist the buyer in any way that would be detrimental to the seller, a buyer customer can expect to be treated honestly by the subagent.

A disclosed dual agent represents both the buyer and the seller in the same real estate transaction. In such relationships, dual agents owe limited fiduciary duties to both buyer and seller clients. Because of the potential for conflicts of interest in a dual-agency relationship, all parties must give their informed consent. Disclosed dual agency is legal in most states, but often requires written consent from all parties.

If you expect to establish meaningful client relationships that lead to a paycheck, you need to fully understand agency and be able to clearly articulate it to clients so they fully understand the nature and implications of the various relationships. 

6. Explain how representation works

When a party is represented, compensation is warranted. This simple fact is what secures a fee in a real estate transaction. In any given transaction, there are three representative parties: 

1. The seller is represented by the listing agent.
2. The buyer is represented by the buyer agent.
3. The purchase agreement is represented by the closing company (title or escrow company or attorney) to facilitate the contract.

In each of the three scenarios, a fee is earned. I think it is safe to say that Realtors have shot themselves in the foot over the years by stating that we represent buyers for free. Now that commissions will be decoupled, some backtracking is in order so buyers understand that if they are going to be represented in a real estate transaction, a fee is warranted. Once they grasp this fact, then the various options for payment of the fee can be discussed. 

7. Establish a strong relationship with a very good lender  

The recent Fannie Mae and Freddie Mac decision to not count a buyer’s agent commissions as part of their allowable interested party contributions (IPCs) removes what could have been a serious obstacle in the way of a buyer agent securing a fee from their buyer clients. Going forward, it will be critical for buyer agents to partner with lenders who fully understand all of the rules specific to each type of loan program.  

8. Start using the buyer broker agreement now

It is important to understand the difference between a consumer and a client. You provide information to a consumer, but you provide service to a client. The documentation that establishes the difference between the two entities is the buyer broker agreement.

Since a majority of real estate-related information is now in the public domain, it is assumed that information is free. The only means of justifying compensation occurs at the point where you have an officially recognized client relationship (in writing and signed by all parties) that delineates the activities that will be performed that justify a fee.

Although the planned date for the new rules is in July, we recommend you start using your association’s buyer agreement now. Since these forms can typically be filled out in any number of different ways, get the training you need now so you will not be playing catchup once their use becomes law. 

9. Consider charging a retainer fee

Many professionals charge a retainer fee, including attorneys, contractors, some auto mechanics and more. With the real estate landscape shifting, in an effort to increase the professionalism of our industry, retainer fees need to at least become part of the ongoing discussion. The retainer would be paid upfront and then reimbursed through escrow.

If the client decides to back out and not purchase a home, the fee would be retained by the Realtor to compensate for the time already spent on behalf of their client. This practice has been suggested by none other than The Consumer Federation of America, which has also lambasted the current levels of Realtor professionalism given the high percentage of Realtors who are part-time and who do virtually no transactions on an annual basis. 

10. Talk to the listing agent

There is one caveat here: The listing agent needs to answer their phone. With the decoupling of commissions and the emerging inability to put compensation information on the MLS, buyer agents will need to be able to talk to listing agents to get compensation particulars.

Those listing agents who think they can set up a separate website and expect buyer agents to go through a series of hoops to get the information they need will quickly earn the same reputation many REO agents had during the foreclosure crisis, which includes some words that cannot be used in this context. 

Those listing agents who want to help buyer agents succeed will establish some effective communication protocols in order to set the stage for meaningful offers. While it may be hard for some agents to understand the nuances of this, the goal of a listing agent is to do whatever it takes to help facilitate a buyer agent’s success (and yes, this comes under the category of don’t get me started).

In my opinion, any listing agent who consistently fails to answer their phone is in violation of their fiduciary relationship with their seller. Bottom line, to quote Leigh Brown, it’s time for agents to “show up.”

And if you as a listing agent are too busy or too important to field buyer agent queries on how to effectively sell your listing, at least have the courtesy to provide — on the MLS — contact information for someone on your team who has the required answers and who will answer their phone.

11. Have an ongoing dialog with your existing clients

We have a history of doing things behind the scenes to make life easy for our clients. Not only do we need to continue in this vein, but we now need to communicate the intricacies of what we are doing so buyers begin to understand everything we actually do.

A buyer cannot fully appreciate what we do if they are not consistently and methodologically informed. Once they get a glimpse of what you are doing on their behalf, they will be more amenable to writing reviews and providing referrals. 

12. Make getting client reviews a priority

I am amazed at how few agents consider reviews a vital part of their business strategy. Let past clients do some of the heavy lifting for you. Implement a strategic plan for getting reviews for every transaction and, while you are at it, ask for referrals as well. Showcase these reviews in your buyer consultation meeting and provide a list of references.   

We are entering a brave new world where buyer agents will need to be able to delineate their value to their clients in a way that leads to contractual relationships. It begins with knowing your value yourself: you cannot articulate what you have never taken the time to determine on your own. 

Further, GBAR is offering the Accredited Buyer Representative® Designation course at no cost to our members on May 21, 22 and 23. This course differs from NAR's online options by being offered with a local instructor, covering Massachusetts-specific info, and offers 10 CE credits. We also hosting our Budiling Bridges, Not Barriers: Strategic Buyer Counseling in Legal Turbulence webinar on June 13, which montiors the ongoing legal actions, settlements & updates relevant to the ongoing antitrust litigation.

Carl Medford is the CEO of The Medford Team.

12 Factors That Convince a Buyer to Pay a Full-Service Commission
Article Courtesy of: Inman News
By: JIm Dalrymple II

The National Association of Realtors on Friday, May 3, outlined the various policy changes that will stem from its landmark commission lawsuit settlement, and revealed that those changes will go into effect in August.

NAR broke down all the policy changes in a 57-page document posted to its website. Significantly, the document begins with an executive summary revealing that the changes “were approved by the NAR Leadership Team and will be effective on Aug. 17.”

The August date may surprise some observers; after NAR agreed in March to settle various homeseller-led commission lawsuits, the resulting policy changes the organization promised to make were expected to officially roll out in July.

The new date pushes the deadline back. It’s also the first date that a class notice can go out following preliminary approval of the settlement, which happened on April 24. A hearing to grant the settlement final approval is currently scheduled for November.

NAR’s new document also outlines the specific policy changes that will go into effect. Among other things, those changes prohibit listing agents from making offers of compensation in the MLS to buyers’ agents. The document further notes that MLSs also will have to eliminate the fields in their technology platforms where such offers were made, and states that MLSs also can’t create other mechanisms for their members to make such offers.

The document additionally explains that the new rules “prohibit the use of MLS data or data feeds to directly or indirectly establish or maintain a platform of offers of compensation from multiple brokers or other buyer representatives.” Such a rule presumably means a consumer-facing portal, for example, cannot step in and fill the role MLSs once had by displaying offers of buyer agent compensation from sellers or their brokers. Doing so will “result with the MLS terminating the participant’s access to any MLS data and data feeds,” the document adds.

The document also defines the word “cooperation” as it pertains to MLS participation, notes that compensation disclosures will be required between consumers and their agents, and reiterates that buyers will need to have signed agreements with their agents before touring homes.

Though various policy changes stemming from the settlement were already announced and clarified, the new document shows specifically how and where NAR’s governing language has been updated to reflect the changes. Because the document is lengthy, Inman will continue to analyze it and report on additional details in the coming days.

In the meantime, some uncertainty remains. Though NAR has expressed confidence in its settlement — which will also see it pay $418 million — the U.S. Department of Justice has also indicated it wants to see even bigger changes. The DOJ consequently serves right now as something of a wildcard that could, ultimately, mean different or bigger policy changes lie ahead as well.

NAR Commission Settlement Rules Will Go Into Effect in August

New Report: Local Option Transfer Taxes Would Reduce Sales, Lower Property Values, Generate Minimal Revenue Study Highlights Alternative Ways Massachusetts Should Confront the Housing Crisis

Cities and towns implementing new real estate transfer taxes will lose as much 60 cents for every dollar in new taxes collected while further driving down local property values and doing little to solve the state’s housing crisis, says a new report authored by the Greater Boston Real Estate Board and Building Owners and Managers Association (BOMA) International, with research assistance from the Tufts University Center for State Policy Analysis.

Indeed, the research finds, a 2 percent tax on real estate sales last year would have produced an offsetting loss of nearly 60 cents for every dollar collected, a dramatic inefficiency in the proposals put forward by Boston and other communities, the report found.

The report, “Empowering Cities and Towns to Tackle the Housing Shortage,” highlights the negative impacts transfer taxes would have on the region’s residential and commercial real estate markets. The report notes how, for every one percentage point increase in the transfer tax, sales decline by seven or eight percent. Citing a study previously conducted by the city of Boston, “Empowering Cities and Towns” discusses how a one percent transfer tax lowers prices by one percent. Even when real estate sales are thriving, a Massachusetts community with a two percent transfer tax would lose 43 cents for every dollar they expect to raise.

The report is available for review at the website, which breaks down the findings.

Empowering Cities and Towns to Tackle the Housing Shortage


Article Courtesy of: Inman News
By: Marian McPherson

Thirty-nine percent of agents plan to switch brokerages in 2024, according to Coldwell Banker Real Estate's latest survey, citing favorable commission structures and strong lead gen systems

In the survey of 1,500 agents, 39 percent said they plan to switch brokerages. That’s a 56 percent increase from 2023 when 25 percent of agents said the same thing. Of the 852 respondents affiliated with Coldwell Banker, the growth in agents who said they plan to move increased marginally from 2023 (30 percent) to 2024 (31 percent).

“Given today’s challenging landscape, many agents have become more open to leaving their current company and working with a partner who best supports their personal and career goals,” Coldwell Banker Affiliates President Jason Waugh said in a written statement.

For agents who plan to switch brokerages this year, wanting more referrals and leads (52 percent), better training and education opportunities (44 percent), a better commission structure (42 percent) and better team support (42 percent) are the driving factors behind their decision.

When it comes to agent priorities, brand trust (93 percent), marketing and advertising support (88 percent), a strong brand image (85 percent), recognizability (83 percent) and leading-edge technology and tools (82 percent) topped the list.

Respondents affiliated with Coldwell Banker were more likely to cite brand trust (97 percent), marketing and advertising support (95 percent), strong brand image (95 percent), recognizability (95 percent), and leading-edge technology and tools (92 percent) as a priority when considering brokerage choice.

Coldwell Banker agents also had an increased interest in a brokerage’s luxury real estate expertise (66 percent in 2024 vs. 51 percent in 2023) and the strength of their global footprint (65 percent vs. 50 percent).

Waugh said he’s proud of the results from respondents affiliated with Coldwell Banker as the company heads toward its 118th anniversary in August.

“I’m proud to say that the Coldwell Banker network continues to find value in our products, services and resources as well as their partnership with the brand,” he said. “Our strong reputation, powerful brand image and global network equip affiliated agents to maintain a commanding presence in the marketplace.”

Coldwell Banker’s survey comes in the middle of a recruiting frenzy centered around attracting high-quality agents who have the experience and skills to navigate strong market headwinds.

Of the 1,009 agents who responded to the March Inman Intel Index, 71 percent said they received recruiting offers during the first quarter of the year. Nineteen percent said they received a recruiting call once a week, and 32 percent said they received a call once a month.

Coldwell Banker Realty president and CEO Kamini Lane offered her insights on Intel’s findings, saying a slower market stokes competition and pushes brokerages to supercharge their retention and recruitment efforts.

“When the market contracts, the cream rises to the top and the best agents are the ones who are going to get the fewer listings [that remain],” she told Intel in April. “Because of that dynamic, we naturally look for the better and best agents.”

More Agents Plan to Switch Brokerages in the Coming Year

Education & Events

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Real Estate Professional Ethics Webinar
Jul 16, 2024
GBAR Global Council's Taste of the World
Jul 18, 2024
The St. Regis Residences
150 Seaport Blvd
Boston, MA
Accredited Buyer Representative (ABR) Webinar
Jul 23, 2024 - Jul 25, 2024
M.M.: Technology and Real Estate Brokerage Webinar
Jul 29, 2024
GBAR Awards & Networking Breakfast
Aug 07, 2024
Venezia Waterfront Restaurant & Ballroom
20 Ericsson St.
Boston, MA
REALTOR® Day At Fenway Park
Aug 13, 2024
Fenway Park
Real Estate Professional Ethics Webinar
Aug 14, 2024
M.M.: Lead Paint - Residential Sales and Rentals Webinar
Aug 19, 2024
Real Estate Professional Ethics Webinar
Sep 19, 2024


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Real Estate Professional Ethics Webinar
GBAR Global Council's Taste of the World
The St. Regis Residences
Accredited Buyer Representative (ABR) Webinar

For easy access to one of your top member benefits, check out our new RPR page!