In today’s competitive real estate market, clients want more than great service—they want hard facts about local conditions. Lisa Herceg, director of business insights for the National Association of REALTORS®, recommends brokers meet that demand by using readily available tools to become their market’s go-to economic advisors.
“We want you—and your agents—to be the economic experts for your clients,” Herceg says. “When you can translate the data, you help clients navigate the market with confidence.”
Start with NAR’s Monthly Research Update
This quick-read, three-page report compiles the latest on existing and pending home sales, housing affordability and members’ confidence index. It’s ideal for brokers who need a monthly snapshot to share with their team.
Broker takeaway:
- Assign agents to review each month’s update and discuss market implications during team meetings.
Dive Deeper With the Residential Market Snapshot
For a more visual, in-depth look, the 10–12-page monthly residential real estate snapshot includes important national data, like existing home sales, pending home sales, inventory affordability and consumer spending to name a few.
It also includes state-by-state new construction figures and employment/unemployment figures. “So, you can look and see how you’re stacking up against other states,” Herceg says.
Broker takeaway:
- Use this report to prepare for listing appointments or to brief agents on market shifts.
The Profile of Real Estate Firms
More of a business-to-business report, the profile of real estate firms is especially useful to brokers because it provides a wealth of information brokers can use to assess how their business is performing. It includes information on how firms operate (like LLCs, S-Corps, sole proprietorships, etc.), the various tools and benefits brokerages offer, what the main outlook concerns are, and a comprehensive assessment of trends and shifts.
This report comes out every two years, and a new one is set to be released this Fall 2025.
Broker takeaway:
- During your next business audit, use the information in this report to inform your assessment and consider changes where needed.
Harness Hyperlocal Data with the Metro Market Statistics Dashboard
This new interactive tool lets you pull affordability, home price growth and housing construction data for specific metro areas. You can also see what share of households can afford a median-priced home. This tool is designed to keep brokers ahead of the curve on local housing data so they can position themselves and their agents to better serve clients in buying and selling.
Broker takeaway:
- Integrate dashboard visuals into client presentations and marketing materials to demonstrate market expertise.
- Use the dashboard during market update meetings with agents.
Explore Realtors Property Resource® (RPR)
RPR delivers market trend data down to the ZIP code level, including median sold price, months of inventory and even livability scores.
Broker takeaway:
- Train agents to run RPR reports for every buyer or seller they work with.
- Use RPR stats in social media posts to showcase local market knowledge.
Don’t Forget State and Specialty Reports
From the Profile of Home Buyers and Sellers to the Economic Impact of a Home Sale in Your State, NAR offers niche data brokers can use to cater to specific audiences, like first-time buyers or investors.
Broker takeaway:
- Select two to three key reports that align with your market focus and review them quarterly with your leadership team.
- Have agents commit to reading a section of the report and have them present the information during a brokerage training session or meeting.
By tapping into NAR’s suite of research tools and reports, brokers can position themselves—and their agents—as trusted economic advisors in their communities. The ability to interpret and communicate data not only builds client confidence but also strengthens your brokerage’s brand as a market authority.
Whether you’re briefing your team, meeting with clients or planning business strategy, these insights give you a competitive edge grounded in facts. In a market that’s constantly shifting, staying data-informed is staying ahead.
