T
he NAR settlement has undoubtedly changed the real estate landscape, but it hasn't eliminated the need for full-time professionals or diminished their value. Top brokers are helping agents navigate this shift by educating consumers and protecting what they earn.

    For many brokerages, the settlement is an opportunity to redefine value, educate with clarity, and raise the bar on communication about compensation, service, and professionalism. They're reframing the language from "commission" to "professional fee," which resonates more with consumers.

    This shift in language started when I researched the Ketchmark antitrust lawsuit against NAR. Attorneys charge 40% contingency fees without batting an eye, but real estate pros are seen as salesy if they use the term commission. By using professional fee, we can rebrand our services and position ourselves as experts.

    Brokers should get their agents comfortable with this new language by incorporating it into listing appointments, buyer consultations, and marketing materials. This simple change in wording can shift the consumer's perception of us from salespeople to professionals who charge for expertise.

    Pro tip: Have your team practice saying, "My professional fee reflects the time, resources, and experience I dedicate to getting you the best outcome possible."

    Top brokers are also helping agents own their value story by providing training, scripting, and role-playing exercises that help them clearly outline their services. This includes creating a "Value Cheat Sheet" of everything they do for buyers and sellers.

    To simplify and strengthen the buyer agency conversation, savvy brokers are offering streamlined buyer agreements and equipping agents with the language to present these agreements as value-affirming documents. They're also role-playing key objection scenarios to help agents answer questions confidently.

    Brokers are promoting transparency by creating simple visual tools that walk clients through their services and options in a clear, non-salesy way. This communicates trustworthiness and positions the agent as an advisor.

    When consumers ask questions or raise concerns, brokers are encouraging agents to lead with calm, clarity, and data. This means understanding average agent income, breaking down transaction costs, and sharing the real risks of going it alone.

    To compete, brokers are arming their teams with dialogues, FAQs, customizable marketing materials, and done-for-you consumer guides that walk clients through the truth behind the headlines.

    Forward-thinking brokers are adapting their models with confidence, not fear. This might mean offering tiered services or experimenting with à la carte offerings without compromising profitability.

    The bottom line is that the model may shift, but the mission stays the same – serve clients well and help agents thrive. It's a new beginning for brokers to lead with confidence, build public trust, and strengthen their business from the inside out.