G
ary Keller, co-founder and Executive Chairman of Keller Williams, shares his insights on navigating the current real estate market. In a recent episode of the Playmakers podcast, he emphasizes the importance of sticking to fundamentals in uncertain times. "A professional is someone who knows what they know, knows what they don't know, and knows the difference between the two," he advises agents.

    Keller acknowledges that every year won't be better than the last, citing his own experience with high mortgage rates when he started in the industry. Instead of waiting for a better market, he urges agents to focus on their personal financial stability and career goals. "My advice to everyone is, do not stray from the fundamentals," he says.

    The current market challenges are largely driven by economic factors, according to Keller. He predicts that prices will drop due to an economic event or calamity, which could happen as early as 2026. In the meantime, real estate is moving towards a buyer's market, with data indicating this shift will occur within six months.

    Keller also critiques the industry for spending too much money and not providing value for what they charge. He believes that many brokerages fail to demonstrate their worth to clients, who ultimately hire individual agents rather than companies. "Every day, we charge for value," he says. "And the question is, is our value worth it?"

    Keller's own company, Keller Williams, is embracing change in 2025 by welcoming a new CEO and taking on a private equity partner. He sees this as an opportunity to bring in expertise and access that will help drive growth.

    Ultimately, Keller's goal for KW is simple: he wants the brokerage to be seen as a good partner to its agents and market centers. "If we can answer that question, that means we're all on the right path," he says.