Real estate may be driven by markets and data, but at its core it remains a service business built on trust. In the second episode of the “NAR REALTOR® News Change Agents” podcast, NAR CEO Nykia Wright talks with Brown Harris Stevens CEO Bess Freedman about professionalism, continuing education and why the industry must remain focused on serving consumers.
Freedman started her career as a lawyer then pivoted into real estate 22 years ago. Over time, she moved from sales into leadership, and then, in 2018, took the helm at Brown Harris Stevens, a 39-office brokerage with more than 2,300 agents across New York, Connecticut, New Jersey and Florida.
What Professionalism Really Means
For Freedman, professionalism starts with integrity and putting the client first.
“Show up the right way, tell the truth, care about those things and give the hard information about price—and everything,” she says.
Freedman also points to the everyday habits that shape reputation and client trust. “I think things like being on time, taking care of people, returning phone calls, showing up in the office—all of those are part of being a professional.”
Freedman argues that professionalism can erode when agents become disconnected from colleagues, the market and the discipline of the job. Her advice is to show up, stay fluent in the inventory and keep the client at the center of every decision.
The Role of Education in a Changing Industry
Wright and Freedman also discuss the challenge of maintaining professional standards in an environment shaped by shifting consumer expectations.
“Education is paramount to our success because the law is a living thing, and you have to adapt,” she says. It’s especially crucial in today’s distracted environment that’s ruled by quick soundbites.
That tension between the need for deeper expertise and the demand for bite-sized information is something Wright says NAR is actively working to address as it develops new educational resources.
Brand Reputation and Market Transparency
The conversation also touches on brand reputation and the responsibility leaders have to protect it. Freedman offers a simple definition: “I always say a brand is a promise.”
For Brown Harris Stevens, that promise centers on service. “It’s about service, taking care of people first, no matter what,” she says. “And we’re known for luxury, but I always say it’s luxury service, not about price point.”
Freedman also draws a distinction between private listings and private listing networks, warning that certain practices can undermine transparency and price discovery in the housing market.
“The market is the market,” she says. “It needs to flow freely for true price discovery and a fair market structure.”
