Why the ‘brokerage for everybody’ strategy doesn’t work
Leaders from HomeSmart, HomeServices and Lamacchia Realty noted that agents have different priorities, and brokerages must “meet the agent where they’re at.”
May 11, 2026
Meghan Roos
Editor
Meghan is a Southern California-based writer and editor with a background in breaking news, sports and entertainment coverage. She led a team at Women's Running magazine, worked as a digital producer at a San Diego-based television news station and covered multiple content areas as a reporter at Newsweek. In her free time, Meghan enjoys running, attending concerts and playing with her incredibly sassy dachshund.
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- ‘Faster’ is Opendoor’s ‘moral imperative’ as revenue fallsCEO Kaz Nejatian says the company is focused on speed, but “proof will take more time.” Meanwhile, fellow iBuyer Offerpad reported even bigger revenue declines.May 7, 2026
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- Real estate’s most ‘loyal customer’ — and how to win them overYoung Latinos are a large (and growing) homebuying demographic, and agents who serve them well will “have a customer for life,” says NAHREP CEO Gary Acosta.May 4, 2026
- HUD accuses NAR of ‘misguided advice’ in letter to agentsThe letter outlines “the proper understanding of steering” under the Fair Housing Act. Plus, Biden-era energy policy tossed; DOJ to seek appeal in Fed probe.May 1, 2026
- ‘Playmakers’: The ‘invisible’ brokerage attracting top agentsWatch the conversation as Side CEO Guy Gal explains why his firm strives to “uncouple the brokerage from the brand” and help agents create equity.May 1, 2026
- NAR chief economist offers ‘best guess’ about Fed rate cutsThe next Fed chair may push for a mid-year short-term interest rate cut, Lawrence Yun predicts. Plus, mortgage rates could approach 7% if the Iran war drags on.April 28, 2026
- Being an industry ‘outsider’ gave Real an edge, CEO saysHaving “the courage to dream” spurred Real’s rapid growth, Tamir Poleg said. But, he warned, the “industry is doomed” if brokerages don’t prioritize consumers.April 27, 2026
- A third of homeowners won’t give up sub-6% rate ‘for any reason’More than 40% say rates would have to fall below 4% before they’d consider selling, but 10-20% do intend to move in the next five years, two surveys suggest.April 27, 2026
- ‘Playmakers’: ‘Where most agents go wrong’ and how to fix itWatch the conversation as $6B agent James Harris champions old-school door-knocking and modern AI tools — and explains how saying “no” to clients builds trust.April 25, 2026
- DOJ drops Fed probe, clearing path for Trump’s nomineeThe widely criticized investigation was stalling a Senate confirmation vote on Kevin Warsh, who has been tapped to lead the central bank as chair.April 24, 2026
- NAR is ‘not in the business anymore of creating chaos,’ CEO saysNykia Wright discusses the association’s derisking strategy, why the three-way agreement is an “important authoritative asset” and NAR’s long path ahead.April 23, 2026
- The state of the housing market? It ‘sucks,’ Rocket CEO saysVarun Krishna thinks the industry “is not working” as it should — which is why he’s pushing for modernization, inventory fixes and a better consumer experience.April 22, 2026
- HomeServices makes bid to join buyer commissions caseThe brokerage giant and its subsidiaries have opted into Tuccori to resolve antitrust claims brought by homebuyers. The settlement amount was not disclosed.April 21, 2026
- Housing shortage number raises eyebrows; Fed nominee hearing setThe White House’s reported deficit “far exceeds” housing economists’ estimates. Plus, Kevin Warsh’s confirmation hearing is next week; real estate fraud rises.April 17, 2026
- Zillow COO: ‘Preview’ idea first conceived 2 years agoJun Choo explains how Preview is different from other “Coming Soon” products — and decidedly pro-consumer. “We’re not backtracking on any of our philosophy.”April 11, 2026
- Housing market in a ‘psychological freeze’ as confidence fallsInflation rose 3.3% in March and consumer confidence has hit a new low. Plus, judge upholds quashed Fed subpoenas; White House pitches $10.7B cuts to HUD; more.April 10, 2026
- Compass tops list of US brokerages for fifth year in a rowThe brokerage leads the Mega 1000 with over $262B in sales volume. Plus, SERHANT makes its debut on the list while LPT, Epique and other firms make big gains.Updated April 15, 2026
- Confronting real estate’s ‘very destructive’ narrativeBrown Harris Stevens CEO Bess Freedman draws a clear line between private listings and PLNs: “You have to be honest” about days on market, she says.April 4, 2026
- Industry leaders continue to weigh in on Zillow PreviewReactions to the pre-market listing product center around seller choice, buyer access and “fair competition” — with a warning about potential DOJ scrutiny.March 31, 2026
