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rokerages that will thrive in 2026 are those that embrace change. The key to evolution is a mix of tailored agent support, robust community building, and leaders who can pivot quickly. At the RISMedia Power Broker Forum during NAR NXT in Houston, it was clear that the old transaction‑centric model no longer serves agents. They need mentorship, community, and leaders who listen.

    **Personalization Is the New Standard**

    Mark Woodroof, CEO of Better Homes and Gardens Real Estate Gary Greene, said the market confirms a long‑standing truth: challenging conditions reward firms that adapt. “We like change,” he said. “We get in front of the parade—not behind it.” His 63‑year‑old, family‑owned brokerage has moved from a generic value proposition to individualized support: full‑time transaction assistance, personalized branding and marketing, and one‑on‑one business planning. Woodroof also warned against distraction, urging agents to focus on their own sphere and past clients rather than external noise.

    **Database Engagement Drives Success**

    J. Lennox Scott, chairman and CEO of John L. Scott Real Estate, framed the end of the year as “the season of joy and engagement.” With a database of nearly 900,000 contacts, only about 400,000 receive regular communication. Scott’s team is now meeting with all broker associates to reconnect with contacts, especially around the January 1 property‑tax assessment cycle. He highlighted a gap: only 5% of agents call past buyers on their home anniversary. “We’re teaching the lost art of engagement—happy calls, follow‑ups—that’s where referrals come from.”

    **Community Requires More Than a Monthly Meeting**

    Kendall Bonner of eXp Realty challenged brokers to rethink community. “A monthly meeting does not build community,” she said. Agents crave space to collaborate, mastermind, mentor, and lead. Bonner’s Coffee and Conversations, a peer‑led mastermind held at local cafés, offers no heavy agenda—just a topic and an expectation that everyone contributes. Agents report it as one of the most productive hours of their week. Bonner also stressed agility: eXp’s leadership holds full‑day masterminds to review challenges and pilot solutions based on agent feedback. One 2025 innovation was the CRM of Choice, letting agents build a tech stack that fits their model. “Pivoting isn’t negative—it’s necessary,” she added.

    **Agile Leadership Must Start at the Top**

    Anthony Lamacchia, founder of Lamacchia Realty in Massachusetts, sees agility as core to his operations. The firm grew from six to 22 offices, exposing gaps in a recruiter‑heavy model. Lamacchia replaced it with a regional sales manager structure that better supports recruiting, retention, and development. “When something’s broken, you have to change it,” he said. He also shifted his communication style from blunt market commentary to positivity, especially on social media and agent videos. “Your agents watch what you do every day. If you’ve gotten comfortable, remember: it starts with you.”

    Both Bonner and Lamacchia noted the importance of hard conversations. Bonner said a broker must not fear letting people go; it’s a powerful tool. She framed performance as an identity challenge: “Your level of success will never outpace the identity you have for yourself.” Lamacchia added that leaders must model the behaviors they demand: “You can’t tell people to make dials if you’re not making dials.”

    Across the panel, the consensus was clear: 2026 may bring more transactions, but the brokers who succeed will be those who actively embrace and lead change—offering personalized support, fostering genuine community, and practicing agile, accountable leadership.