When talking to consumers, real estate professionals should focus on what matters to consumers most, such as:

• reducing stress in a highly complicated and high stakes transaction, likely one of the biggest of their lives
• Serving as a trusted advisor through the transaction in demystifying the home buying or selling process
• Using your extensive experience to navigate difficult negotiations, write the best offer possible, set the right price for listing, and help consumers avoid mistakes. All to ultimately help successfully close a transaction, saving consumers, money and time.

 REALTORS® have a duty under the Code of Ethics to have an open and honest conversation with consumers throughout the homebuying process or selling process

179 Ways Agents Who Are REALTORS® Are Worth Every Penny of Their Compensation

 For Buyers

• Explain that they will sign a written agreement with their agent before touring a home, whether virtually or in person.
• Note that several states already have laws requiring buyer agreements and they should check their state laws. Missouri is one of those states.
• Explain that they do not need a written agreement if they are just speaking to an agent at an open house or asking them about their services.
• Underscore that before signing an agreement, they should ensure it reflects the terms they’ve negotiated with their agent, and that they understand exactly what services and value will be provided, and for how much.
• Underscore that agent compensation for homebuyers continues to be fully negotiable and is not set by law.
• Detail the requirements of written agreements and answer their questions.
• Note that the seller may offer compensation to their agent, but that offer cannot be shared on an MLS.
• Ensure they know these practices changes went into effect August 17, 2024.
• As always, empathize that Buyers have a right to expect that housing will be available without discrimination or other limitations based on race, color, religion, sex, disability, familial status, or national origin.
• Note: MLS participants and buyers are not required to enter into any particular relationship and will still be able to enter into any type professional relationship permitted by state law.

For all consumers

• Explain that agents who are  REALTORS® are always here to help them navigate the real estate transaction process and are ethically obligated to work in their best interest.
• Note that compensation for agents remains fully negotiable, and if their agent is a REALTOR®, the agent must abide by the  REALTOR® Code of Ethics and have clear and transparent discussions with the consumers about compensation.
• Tell them that when finding an agent to work with, they should ask questions about compensation and understand what services they are receiving.
• Underscore that they have choices and encourage them to work with their agent to understand the full range of these choices and what works best for them.