In 2026, momentum is beginning to build across the housing and commercial markets, albeit slower than last year’s spring market. The National Association of REALTORS® March 2026 REALTORS® Confidence Index Survey reported that 27% of agents expected a year-over-year increase in buyer traffic over the coming three months. Days on market are easing, the report says, and a higher number of homes have sold over list prices.
As activity picks up, brokers must help their agents stay ahead of the curve to remain competitive in today’s market.
Consumers today expect speed, transparency and expertise. At the same time, agents are working in a market that demands sharper communication. Agents need to know what’s happening locally and nationally, and they have to be able to communicate those findings to prospective clients. Brokers who want to stay ahead should focus on a few core best practices for their agents: embracing the right technology, positioning their business as a trusted resource and building relationships that extend beyond a single transaction.
Lean Into Digital Tools
Technology in real estate is one of the best tools to support relationships. Technology use continues to grow, and brokers who don’t help their agents implement it in their daily practices risk falling behind. The key is not adopting technology for the sake of it. It is choosing tools that make the business more efficient and the client experience more responsive.
Some tools that help agents progress include:
A strong customer relationship management platform. According to NAR’s 2025 REALTORS® Technology Survey, 64% of agents say their motivation for adopting new technology is to enhance the client experience. Back At You is an example of an effective CRM and marketing solution, consistently advancing its suite of services to meet the evolving needs of brokerages.
A tool that promotes transparency. One of the most effective AI-supported platforms for brokers to consider is Rayse. With Rayse, the client can gain transparency into their agent’s efforts with a view of every step, activity and milestone in the homebuying and selling journey. This builds trust and highlights the value agents provide at every stage.
AI-powered platforms that give agents their time back. Ethica AI is a multitool platform that helps agents recapture their time through AI-assisted and voice-dictated tasks. The tool was designed to reduce administrative work like filling out forms, so agents can focus on client relationships.
With many tools to utilize in the industry, brokers should make training a priority. A tool only creates value if agents know how to use it. The firms that stand out are those that build technology adoption into their culture to strengthen service.
Position Your Brokerage as a Trusted Resource
In today’s market, buyers need more than access to listings. They want guidance they can rely on.
That means brokers should train their agents to be a source of insight on market trends, financing options and the practical realities of buying or selling in the current environment. Buyers in 2026 want professionals who can explain not just what is happening but what it means for their purchasing decisions.
Brokers can support agents by providing timely local data and actionable talking points on market conditions. When agents can clearly explain inventory trends, pricing shifts, mortgage-rate impacts and local market movement, they build credibility, which builds trust. Local association data, market reports and insights from NAR’s annual reports are valuable resources brokers can regularly share for agents to use.
Whether an agent is speaking with a first-time buyer, a move-up seller or an investor, the message should be that your brokerage is not just there to facilitate a transaction, but to help clients make informed decisions with confidence.
Prioritize Relationship-Building
Long-term success in real estate largely depends on repeat business and referrals. Brokers who want to stay competitive should help agents think beyond the closing table. Clients remember the agents who listened and answered their questions or anticipated needs before they were articulated.
Strong brokerages encourage agents to create systems for relationship-building that last well beyond one transaction. That can include post-closing check-ins, home anniversary messages, market updates for refinancing, client appreciation events and personalized follow-ups based on a client’s goals.
The best agents don’t leave relationship-building to chance. They tailor their communication style to each client and make an effort to remember personal details, whether it’s family, pets or long-term goals so every follow-up feels thoughtful and relevant. These small, intentional touches help clients feel understood and reinforce that their agent truly knows their priorities.
Lead With Adaptability
The brokers who will remain competitive in 2026 and beyond are the ones willing to adapt without losing sight of what matters most. Investing in tools that improve service and creating systems that nurture long-term connections provide agents with what they need to serve clients. Making education and training a priority keeps agents fresh and knowledgeable.
These are the necessities your brokerage needs to maintain a competitive edge and support agents.
