Talking the talk: Real estate’s communication makeover

Change in real estate is constant. However, 2024 and 2025 haven’t just been about change; they’ve been about disruption.

From commission lawsuits to housing market volatility, shifting consumer expectations, and the evolution of buyer representation, our industry has been tested at every level. The difference between firms that thrive and those that stall isn’t just how they operate — it’s how they communicate.

Whether you lead a team of five or a brokerage of 500+, how you show up in times of uncertainty is what defines your brand, your culture, and your long-term reputation. The importance of communication and clarity is more important now than ever.

Silence creates space for confusion

Communicating early, often, and honestly is a huge factor when the landscape shifts. Silence creates space for confusion, and confusion leads to distrust and uncertainty in leadership. One of the most important things we did at my firm, Realty Executives Associates (REA), during the NAR settlement conversations was to get ahead of the narrative. We implemented weekly CEO email updates, which simply recapped everything that was going on in our industry on a weekly basis. This helped to simplify all the legal jargon for our agents and created clear client-facing language they could adopt with confidence. This helped our brokerage leadership become thought leaders in a conversation that many around us did not fully understand.

It’s important to remember that people don’t expect you to have every answer. Sometimes, people just want to know they are taken care of and in the right spot. They expect you to be present, transparent, and proactive.

Lean into your brokerage’s values

In addition to communicating clearly, it’s essential to lean back into your brokerage’s values. It’s tempting to default to rulebooks and procedures and lean heavily on policy. But messaging that is rooted in values is what builds loyalty and, ultimately, trust from agents. At REA, we didn’t just tell our agents what was changing — we reminded them why we do what we do.

We focused on the importance of professionalism, buyer advocacy, and cultivating a culture of collaboration. It was easy to slip the other way and point fingers at other firms who may not be doing what we were, but taking an accusatory tone never helps your reputation in the long run. Reinstating our values and how they applied to these landmark changes not only helped us to retain agents, we grew, as well. When you reinforce a strong sense of community, people lean in and want to learn more.

Position change as a launchpad

It’s easy to treat change as something to wait out — but the smart play is to position it as a launchpad. A shift in buyer representation? That’s an opportunity to reinforce the value of your service and showcase your worth. A slowing market? A chance to double down on relationships, education, and visibility. Work on your CRM, and come up with new strategies for client retention.

The brokerages that frame challenges as growth opportunities aren’t just good communicators — they’re strategic leaders. Most of our job as real estate leaders is to help our agents feel confident and equipped in the marketplace. While the market has been all over the place, and contract changes have swept across the country, our job still remains the same. Remind people of what they do and why they do it. Encourage them to work “in” their business every day, and if not “in” it, then work “on” it. It’s crucial to communicate a sense of hope and optimism in a market change, not a sense of fear and anxiety.

Disruption doesn’t have to derail your business. Strong, steady communication can deepen trust, sharpen your message, and oftentimes bring your team together in more ways than you could imagine.

Real estate agents want to listen to people they can trust who are educated and positive. Whether you have an in-house communications team or are navigating it yourself, communicating in some form is non-negotiable these days.

The way we communicate during times of uncertainty is one of the most powerful tools we have to retain our agents and empower them to serve their clients best.

Kyle Basila is the Vice President of Realty Executives Associates, a 1,000-agent firm spanning across East Tennessee. He focuses on brokerage communications, branding, and operations in real estate.

This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.

To contact the editor responsible for this piece: tracey@hwmedia.com