‘Playmakers’: What brokerages, agents must do to survive 

Editor's note: The Playmakers podcast explores the biggest shifts in real estate with those who are shaping the industry's future. Check out our top takeaways and watch the latest episode from host Andrew Flachner, co-founder of RealScout.

The views, thoughts and opinions expressed in the Playmakers podcast belong solely to the podcast creators and guests.

On this episode of the Playmakers podcast, Anywhere Brands President and CEO Sue Yannaccone discusses the importance of taking a long view of real estate, the upsides of the NAR settlement, what's being "drowned out" in the Clear Cooperation debate and more.

One of her key messages? Amid all the industry changes, it's vital for real estate leaders to think ahead. 

"You have to understand who the customer is today and who the customer is tomorrow," Yannaccone said. "No brand with longevity ignores what the future face of homeownership looks like, what the future way of reaching a homeowner looks like, what the brand needs to speak to."

What you can — and can't — control: "The market's always going to shift," Yannaccone said — and neither agents nor industry leaders can change that. "Let's focus on what we can control to position ourselves for whatever the next market cycle's going to bring to us."

One thing agents can control is their value proposition, Yannaccone noted. Agents who prioritize strengthening their local expertise will be better equipped to "guide the consumer to what's right for them in that moment."

Communication is key: For brokers and team leaders, part of supporting agents in a shifting market is embracing consistent communication, transparency and honesty, Yannaccone said. "From a leadership perspective, you have to communicate — even if you don't have anything to communicate."

And how you communicate is equally important: "Let's give each other grace — because there's no playbook for a lot of this — and let's assume good intent," she said. "I think that builds the followership and the belief in where we're going as a company."

NAR settlement wins: Nearly one year after NAR's settlement-mandated rule changes went into effect, "there's no mistaking the fact that the way in which agents have to approach the conversation with their consumers has changed — and I believe that's a good thing," Yannaccone said. The settlement has led to greater transparency, direct agent-client conversations and clarity "around the economics around who's paying what when."

Additionally, "what we've learned is that agents are resilient, that consumers value agents and that they're continuing to utilize them in the transaction," she said.

Preparing for an AI world: Yannaccone believes Palantir Technologies Co-founder Joe Lonsdale was "spot on" when he predicted that agents who learn to use AI will likely dominate real estate in the near future. AI won't necessarily replace agents, she said, but "the agent that uses technology will replace the agent that doesn't."

That doesn't mean agents can simply hand off all their work to AI — tech should be a "thought partner" to "help you solve problems faster," not a substitute for real estate's human components. "That's where the trust factor comes in," Yannaccone said.

What CCP debaters forget: NAR's controversial Clear Cooperation Policy "needed reform, not repeal," Yannaccone said — a position that Anywhere has been "pretty clear, and very vocal" about, she added.

"Having a clear view of everything that's available on the market is very important," she said, noting that greater listing access generally leads to higher sale prices.

"But I think what is ultimately being lost in some of this industry conversation is, what is the right thing for the consumer?" she said. "That doesn't mean it's always black and white, and there are options the consumer should have a choice on. But that, to me, is being drowned out through a lot of the other fighting."