C
hris Kelly, CEO of HomeServices of America, believes the real estate industry needs to focus on transparency and combating negative perceptions about agents. A recent New York Times podcast sparked controversy by suggesting that agents are circumventing rule changes mandated by the NAR settlement. However, Kelly argues that most agents are upfront about commission fees, and consumers value the services they provide.

    Kelly notes that homebuyers want to work with agents, as evidenced by their willingness to agree to commission costs before signing a contract. Instead of worrying about negative press, agents should focus on explaining their value and connecting with potential clients. Kelly suggests that transparency on commission fees is beneficial, allowing buyers to understand how and when agents are paid.

    Kelly disputes the idea that many agents are using "creative" tactics to communicate commission fees, citing examples from the podcast as isolated incidents. He questions why agents would go to such lengths when there are simpler ways to discuss commissions. Kelly advises eradicating any questionable behavior and focusing on providing value to consumers.

    On the ground, Kelly says things look different. Agents report that sellers and buyers are focused on closing deals, not questioning the behavior of a few agents. Consumers care about finding qualified help through the transaction, not about the noise surrounding agent commissions. Despite some variation in commission rates, Kelly notes that they have remained relatively steady under the HomeServices banner.