Compass CEO lambastes MLSs, NAR in fiery keynote  

During Compass' national retreat in Denver this week, CEO Robert Reffkin delivered a defiant keynote address which touched on several core themes of the brokerage's business strategy, including the company's commitment to "seller choice" when it comes to listing off the MLS — an issue Compass leadership has doubled down on in recent months — and the use of AI technology to boost agent productivity and efficiency. 

MLSs and associations 'interfere with client relationships': In discussing the company's marketing strategy, which centers around office exclusives, Reffkin had strong words for the industry and organized real estate — notably, NAR, MLSs and real estate portals — which the Compass CEO views as stifling innovation and competition by restricting private exclusives, or in some cases, trying to prevent the brokerage's rollout of its 3-phase marketing strategy.

"These organizations are not the government. They're not elected. Yet their mandatory rules interfere with your client relationships. That's why I'm pushing back," Reffkin said to the group of 1,200 Compass agents. 

"Organized real estate is trying to end the Compass 3-phased marketing strategy," Reffkin asserted — "but I'm not going to let that happen."

A defining moment for real estate? Reffkin declared the "debate over choice and control" to be "the most important moment in real estate history" and said he will continue to fight for Compass agents' "right to choose" how they market their listings and run their businesses.

"I am not against clients putting their listings on the MLS or any portal. I fully support it. I just want you and them to have the choice to do that and not be forced to do it," he said.

Not backing down: Reffkin's fight over private exclusives has escalated in several markets, including in Seattle against leading local brokerage Windermere and NWMLS, which serves the region; in California against CRMLS, which has opted out of allowing a pre-marketing period; and more recently, in Chicago where the leaders of recently acquired @properties are echoing Reffkin's "seller choice" message. 

In addition to the MLSs and associations who have pushed back against Compass' efforts, Zillow and Redfin have become leading opponents to private listings and plan to block certain office exclusives starting as early as June. 

Investing in AI: Reffkin also announced the initial rollout next month of new tools that will allow agents to offload time-consuming administrative tasks — like drafting CMAs, scheduling tours or identifying re-engagement opportunities — by simply prompting Compass AI with voice or text commands. Reffkin said he envisions a near future where the tool can proactively identify leads, build marketing materials, and handle forms and disclosures so agents can focus on building relationships.

"We're investing over $100 million each year in technology," Reffkin said of the initiative. "Imagine AI that knows what to do before you even ask. That's the world we're building."

'I work for you': Reffkin also reaffirmed Compass's longstanding mission to empower agents. "You are my client. I work for you," he told the crowd. "Everything we've done — Concierge, Collections, Compass One, Marketing Center, Coaching — is designed to give you an edge."