Realtors are feeling the heat right now, and make no mistake—they haven’t even scratched the surface of what’s coming.
The NAR lawsuit is shaking up the industry, and agents are already struggling to adjust. Many of them are trying to maintain their old business models, but with commission structures changing and buyer sentiment shifting, that’s becoming harder by the day. According to PR Newswire, 86% of Realtors expect these changes to push more agents out of the industry, and many are already questioning if they can keep up in this new environment.
What does this mean for us as value-driven mortgage advisors? Simple. Our partners need our help—and they need it now. The market is still tight on inventory, and homebuyer demand isn’t going anywhere. What happens when you combine more buyers with fewer homes? It’s a recipe for competition, and Realtors will need to fight harder than ever to stand out.
Both buyer and listing agents are scrambling for new strategies to navigate the changing landscape. This is our chance to step in and become the partners they can’t live without—ones who provide unmatched value and support.
The Changing Role of Listing Agents
With the changes to commission structures, listing agents are facing new challenges. The days of relying on the automatic commission split between buyer and seller are over. This new landscape is forcing them to rethink how they position themselves in the market.
What’s the impact? Simple: listing agents no longer hold the power they once did. With increased transparency and changes in how commissions are structured, they’re no longer the “go-to” for the best deal for buyers. It’s no longer just about getting the listing—it’s about adding value, offering creative strategies, and positioning themselves as experts who know how to make deals happen in today’s market….and that gives us an opportunity to step in and offer real value.
What Can We Do?
If we want to continue to get business from listing agents, we have to help them adapt. Here’s how you can do it:
- Educate on Alternative Commission Structures: Listing agents need to understand the new commission landscape. Help them navigate it and position themselves as the go-to option for sellers.
- Offer Creative Financing Solutions: Give them financing options like buy-down strategies that make their listings more attractive to buyers.
- Assist with Seller Concessions: Show them how to use seller concessions creatively—offer interest rate buy-downs instead of paying a buyer’s commission.
- Provide Pre-Approval Support: Ensure all potential buyers are properly pre-approved and vetted through LP/DU, making the transaction smoother and more secure.
- Provide Market Insights: Help them understand how changes in financing can affect the market and how they can use this knowledge to position their properties.
As mortgage advisors, we play a crucial role here. Listing agents need support in educating their sellers about the new commission structures. We can help them understand how to position their properties and work with them to offer creative financing solutions that make their listings more attractive to buyers.
The New Role of Buyer Agents
Buyer agents are feeling the heat, too. They’ve been shielded by a system that automatically dictated their commission, but now they need to do more than just open doors and write offers. They need to sell themselves to clients—because buyers are smarter than ever. They know the rules are changing, and they want more for the money they’re spending.
The real value in a buyer-agent presentation is no longer just in the physical showing of homes. Instead, buyer agents have to position themselves as true advisors—experts who can guide buyers through the complexity of the mortgage process, help them navigate financing, and show them how to secure the best deals. It’s about providing information that no one else can.
What Can We Do?
To survive, we need to help our buyer agents prove their worth. They need to go beyond the basics and really justify their long-term value.
- Provide Comprehensive Buyer Education: Help buyer’s agents offer a deeper level of education to their clients on mortgage products, interest rate buy-downs, and financing options.
- Offer Creative Financing Solutions: Guide buyer’s agents on how to use financing strategies, such as seller concessions or adjustable-rate mortgages, to create value for buyers.
- Assist in Properly Vetting Buyers: Work with buyer’s agents to ensure that all potential buyers are properly pre-approved and vetted through LP/DU, offering more security for both the buyer and the agent.
- Collaborate on Presentations: Join buyer-agent meetings and presentations, showcasing your expertise and helping buyers understand the true value of the home purchase through sound financial guidance.
- Support with Tiered Interest Rate Pricing: Help buyer’s agents explain how small changes in the buyer’s credit or rate structure could impact overall costs and how they can use this to their advantage.
Buyer agents can’t afford to work in isolation anymore, and we are now a crucial piece of the puzzle for them. We need to be part of their presentation process. Share our expertise on financing, rate buy-downs, and other creative solutions that will make a home more affordable. The value we provide can be the difference between a signed contract and another lost opportunity.
Navigating the Post-NAR Market As a Team
If we’re still thinking of real estate agents as just a source of referrals, we’re in for a world of hurt as the market continues to evolve. The real power comes from being a true partner. That means working together to create a seamless experience for our buyers and helping each other stand out with a value proposition that can’t be ignored.
We need to build strong, mutually beneficial relationships where both parties add value. We’re not just loan officers—we’re PARTNERS; experts who help agents solve problems, close deals, and stay ahead in a shifting market.
How to Build These Strong Partnerships
- Be Proactive: Reach out to agents with solutions, not just referrals. Stay in touch and share market insights that can help them make better decisions.
- Work Together: Collaborate on co-marketing opportunities, client education, and strategies to help agents win listings and attract buyers.
- Show Your Value: Step in when agents are struggling and offer creative solutions. Whether it’s finding the right mortgage options or helping them understand how to price properties, your value is in your ability to help them succeed.
If we want to be irreplaceable, we have to put in the work to build these partnerships and become a key player in their success.
Position Yourself as the Go-To Resource Now
In this new, post-NAR lawsuit world, mortgage advisors have an incredible opportunity to thrive—if we’re willing to adapt. The real estate market is changing, and those who embrace it, evolve with it, and provide unmatched value will reap the benefits.
It’s not enough to be just another loan officer anymore. Be an integral part of your Realtor partners’ success. Adapt, evolve, and show up with real solutions. Become irreplaceable—and watch your business grow.