When two industry giants like Compass and Anywhere Real Estate come together, it’s natural for independent brokerages and solo agents to feel uneasy. The word monopoly gets whispered. The fear of being squeezed out creeps in. And many professionals quietly ask the same question: “Do I still have a fighting chance?”
The short answer is yes. The longer answer — and the more important one — is only if you focus on what you can control. Industry consolidation makes headlines, but real estate remains a local business built on trust, expertise and relationships. Those fundamentals haven’t changed, and they won’t change regardless of which companies merge. What matters now is positioning yourself strategically so that when clients are ready to buy or sell, you’re the professional they think of first.
Run your own race
A few years ago, I decided to raise money for the Leukemia Lymphoma Society by committing to run the New York City Marathon. What you probably don’t know about me is that I’m really not a workout or running person. Training for that race was as painful for me as cold-calling For Sale By Owners is for some agents.
During my training, I often caught myself comparing my progress to other runners — people who seemed to cover miles as effortlessly as getting out of bed.
Stop comparing and start running your own race
Then I realized something important. I needed to stop comparing myself to others and start comparing myself to myself. My job wasn’t to run their race. My job was to run my race.
So, before I share these strategies, here’s my best advice: don’t worry about what other companies are doing or what success other agents are having. Focus on what you can do to win your own individual race. I hope these suggestions help you do exactly that.
Strategy 1: Become the local authority through education
The agents who stand out in any market are the ones who teach, not just sell. When you consistently educate your community about real estate, you position yourself as the trusted resource people turn to when they have questions and eventually, when they’re ready to make a move.
- Start a monthly market update video that breaks down what’s happening in your specific zip codes — not national headlines, but the local story that affects your neighbors’ home values.
- Host quarterly homebuyer workshops at the library or community center, covering topics like financing options, the inspection process and how to compete in multiple-offer situations.
- Write a neighborhood guide that goes beyond the basics and covers the hidden gems, school boundary nuances, and upcoming developments that will affect property values.
When you help people understand how decisions affect their money rather than just their move, you become the advisor they trust.
Strategy 2: Develop deep hyperlocal expertise
General market knowledge is table stakes. What sets you apart is knowing your area at a level that surprises and impresses clients. This kind of expertise takes time to develop, but it’s nearly impossible for anyone to take from you once you have it.
Know which streets have drainage issues during heavy rain. Know which builders cut corners in the 2006 developments and which ones built homes that are still rock-solid today. Know which HOAs are well-managed and which ones are headed for special assessments. Understand the tax reassessment cycle and how it affects affordability.
Keep track of zoning changes and planned developments that will impact traffic patterns and property values. When you can tell a buyer, “You’ll want to avoid that street during school pickup hours” or “This neighborhood is about to get a new park that will boost values”, you demonstrate a level of care and knowledge that earns lasting loyalty.
Strategy 3: Build a referral engine through intentional relationships
Your past clients and sphere of influence are your most valuable business assets. Nurturing these relationships systematically creates a referral stream that grows stronger every year. The key word is systematically. Good intentions aren’t enough. You need a repeatable process.
Create a client-for-life program with quarterly touchpoints: a market update call in January to discuss how their home’s value has changed, a home anniversary card in spring, a local event invitation in summer, and a year-end property value snapshot. Schedule 15 minutes every Friday to make five personal calls to past clients — no agenda, no pitch, just genuine check-ins to see how they’re doing. Host an annual client appreciation event, even if it’s just coffee and donuts at a local park. These consistent touches keep you top of mind so that when someone asks your past clients for a referral, your name comes up immediately.
Strategy 4: Specialize in a niche you can own
Trying to be everything to everyone is a recipe for being forgettable. When you specialize, you become the obvious choice for a specific type of client or property. Specialization also makes your marketing more efficient because you’re speaking directly to people who need exactly what you offer.
Choose a lane and commit to it. Become the go-to agent for relocating medical professionals near the hospital district, learn the relocation benefits they receive and the timeline pressures they face. Focus on historic homes and master the tax credits, renovation restrictions, and insurance considerations that come with them. Specialize in multigenerational housing for families with aging parents, understanding the accessibility features and floor plan configurations that matter most. Own the investment property market by becoming fluent in cap rates, 1031 exchanges and property management realities. When you’re known as the expert in a specific area, clients seek you out rather than you chasing them.
Strategy 5: Create a signature listing experience
Sellers remember how you made them feel throughout the listing process. By creating a consistent, high-touch experience, you differentiate yourself in a way that generates referrals and repeat business for years to come.
Develop a pre-market preparation program that you walk every seller through a professional staging consultation, a detailed repair punch list with your trusted contractor referrals and a pricing strategy session that shows sellers exactly how you arrived at your recommendation and what to expect at each price point.
Build relationships with the best local photographers and videographers so your listings always look exceptional. Create a weekly seller communication template that keeps your clients informed without them having to wonder what’s happening.
For brokers, equip your agents with these systems: a preferred vendor network with negotiated rates for staging and repairs, transaction coordination support, and collaborative pricing strategy sessions where agents can tap into collective wisdom. When every client receives a memorable experience, they become ambassadors for your business.
Strategy 6: Invest in your personal brand
Your name and reputation are assets that appreciate over time if you invest in them deliberately. Every piece of content you create, every client interaction, and every community involvement builds equity in who you are as a professional.
Develop a consistent personal brand identity: a visual style, a message and a promise that clients associate with you. Make your name prominent in all your marketing materials.
Create content under your own name — market updates, neighborhood guides, homeowner tips, community spotlights — that showcases your expertise and personality. Be visible in your community through volunteer work, local business partnerships, and neighborhood events. When people in your market think about real estate, your goal is for your name to surface naturally. That kind of recognition doesn’t happen by accident; it’s the result of consistent, intentional effort over time.
A final perspective
Industry consolidation makes for dramatic headlines, but it doesn’t change the fundamentals of what makes a real estate professional successful. Clients still want someone who knows the market, communicates clearly and has their best interests at heart. They want a trusted advisor, not just a transaction facilitator.
The agents and brokers who focus on deepening their expertise, strengthening their relationships and delivering exceptional service will thrive in any market environment. Consolidation, competition, interest rates, inventory levels — these are external factors you can’t control. What you can control is how well you serve your clients, how effectively you communicate your value, and how consistently you show up for your community. Focus there and the rest takes care of itself.
