The National Association of REALTORS® opened its inaugural Broker Innovation Forum on November 6, 2026, as part of the NAR NXT conference in New Orleans. Over nearly two hours, a mix of brokerage CEOs, economists and tech entrepreneurs debated how firms can stay agile while preserving the relationships that fuel sales. The recurring mantra was simple: without trust, every technological or strategic upgrade loses its impact.
Rebuilding consumer confidence through broker leadership
Chief Executive Officer Nykia Wright set the tone by urging brokers to keep feeding the association with frontline challenges, reminding attendees that “we can’t solve what we don’t know.” Chief Economist Lawrence Yun then highlighted two macro-level roadblocks – dwindling affordability and sagging consumer confidence. He noted that existing-home sales have stalled around four million units per year for four straight years, a sharp dip from the pre-pandemic 5.2 million benchmark. Yun warned that pessimistic agents transmit the same outlook to shoppers, so he urged brokers to arm their teams with localized data that illustrates the long-term equity benefits of homeownership.
AI as a catalyst for relationship-centred work
During a fireside dialogue with Chief Marketing Officer Bennett Richardson, entrepreneur Ryan Serhant argued that the true value of artificial intelligence lies in freeing agents from repetitive tasks, not in adding another platform to master. His firm equipped back-office staff with AI-driven assistants, allowing agents to focus on client interaction; the result was a 44 % jump in production within a year. Yet Serhant cautioned that tech must solve a genuine problem and be vetted for cultural compatibility. The subsequent panel on building an AI-centric brokerage reinforced this view. John Rogers of Cotality warned that reliable data and strong safeguards are prerequisites for trustworthy AI outputs, while Tyler Adams of CertifID emphasized the rise of AI-enhanced fraud, urging multi-factor authentication and early client education to “verify in order to trust.” Divya Aathresh of MaxHome added that AI can streamline document review, but only if the solution aligns with agents’ day-to-day needs.
Choosing technology that amplifies brand, trust and relationships
The second startup-focused panel reminded brokers to start with a clear value proposition before buying tools. Max Fitzgerald of StackWrap urged firms to ask, “What core promise are we making to clients?” and to pilot any new software with a small group of agents first. Jeremiah Taylor of BrokerBot echoed this, stating that technology should ultimately protect the three pillars of a brokerage: brand, trust and relationships. The discussion made it clear that adopting every shiny gadget is unnecessary; success comes from matching tech to the specific pain points that, once solved, enhance the client experience.
Consolidation success hinges on cultural alignment
The closing conversation, moderated by Rick Davidson of Cairn Real Estate Holdings, shifted to mergers and acquisitions. Participants agreed that financial terms are only the tip of the iceberg; preserving the acquired firm’s culture is vital. Ken Baris of BHHS Jordan Baris Realty likened a merger to a marriage, urging leaders to evaluate cultural compatibility before signing. Lori Muller of Fathom Realty highlighted the first 30–45 days post-deal as the critical window for communication, while Jackie Louh of Lamacchia Realty warned that agents may feel forced into change, making transparent support essential. Across every segment, speakers returned to the core idea that a broker’s decisions—whether about AI, market messaging or consolidation—must ultimately reinforce the confidence agents and clients place in the organization.
Beyond tech: storytelling and multigenerational housing trends
Additional sessions underscored that technology cannot replace human nuance. Richard Newman of Body Talk illustrated how agents should act as mentors, using a four-step storytelling framework to guide buyers through challenges, vision, process and the first actionable step. Meanwhile, Kayla Johnson of eXp Realty highlighted the growing demand for multigenerational homes—14 % of buyers in the 2026 NAR profile sought such properties, up from 13 % in the 1970s—calling for agents to probe beyond bedroom counts into privacy, accessibility and future-proofing needs.
