S
ue Yannaccone, President and CEO of Anywhere Brands, sat down with the Playmakers podcast to discuss the future of real estate. As a leader in the industry, she emphasized the importance of taking a long view and thinking ahead. "You have to understand who the customer is today and who they'll be tomorrow," Yannaccone said. "No brand can ignore what the future face of homeownership looks like."

    Yannaccone noted that while agents and leaders can't control market shifts, they can focus on what they can control – their value proposition and local expertise. By prioritizing these areas, agents will be better equipped to guide consumers through changing markets.

    Effective communication is key in a shifting landscape. Yannaccone advised brokers and team leaders to prioritize transparency, honesty, and consistent communication with their teams. "Let's give each other grace – because there's no playbook for this – and assume good intent," she said.

    The NAR settlement has led to increased transparency and direct agent-client conversations, which Yannaccone believes is a positive change. Agents have proven resilient in the face of these changes, and consumers continue to value their services.

    As AI becomes more prevalent in real estate, Yannaccone predicts that agents who learn to use it effectively will dominate the industry. However, she cautioned against relying solely on technology – instead, AI should be a "thought partner" to help solve problems faster.

    Yannaccone also weighed in on the Clear Cooperation Policy debate, stating that reform was necessary rather than repeal. She believes greater listing access leads to higher sale prices and that consumers should have options and choices. However, she feels this message is being drowned out by industry fighting.