On August 27th, the Miami Herald ran this headline:
The article covers findings from the WAV Group 2026 Broker Sentiment Survey, which asked more than 100 brokers and managers, on a scale of 1-10, how worried they are about the future of the industry.
While AI taking over jobs and affordability both made the list, those issues weren’t the top area of concern.
The number one reason brokers said they are worried about the future of real estate is a lack of professionalism in the industry.
For agents who show up, communicate and take their responsibility to clients seriously, that may feel like a low blow coming from brokers. But this is the message that buyers and sellers are seeing. The question is no longer whether real estate has a professionalism problem.
It is how a good agent proves they are not part of it.
Brokers Say the Bar is Too Low
More than 100 brokers responded to the Wav Group survey, which is a relatively small sample. However, the majority of respondents are experienced operators who have worked through multiple markets:
- 62.6% are broker-owners
- 68.8% are fully independent
- 64.6% have been in business for more than 25 years
On a scale of 1-10, respondents averaged 5.88 on the “worry score” on the long-term outlook of the real estate industry, with 10 being the most optimistic. When asked about their own brokerage’s outlook, the average was 7, showing more optimism than when looking at the industry as a whole.
The top three areas of concern were:
- Agent Professionalism
- Affordability
- Technology & AI Disruption
Brokers who responded pointed to underprepared, low-production and part-time agents they believe are damaging the reputation of the entire profession.
When asked what they would change, many called for stricter licensing requirements, more education and stronger accountability. Some supported minimum production standards to keep a license active.
Consumers are Regularly Told to Question Their Agents
The WAV Group findings were originally written for the real estate industry. The Miami Herald coverage turned them into a warning for homeowners.
The story tells consumers that veteran brokers believe the industry is crowded with agents who may not have the experience, communication skills or professionalism required to represent them well.
Agents are used to being compared to used car salesman and Reddit thread comments that question what agents do to justify their compensation. When the criticism comes directly from experienced brokers, that can hold more weight in consumers’ minds. The warning becomes even more damaging when those same industry leaders acknowledge the problem but fail to address it.
Marilyn Wilson, founding partner of WAV Group, told the Miami Herald that although brokers have identified the problem, relatively few are doing anything meaningful about it. She noted that many brokerages are reluctant to enforce higher standards when doing so could cost them agents.
That leaves consumers to determine for themselves whether the person across the table is qualified.
The Agent Play: Make Your Professionalism Visible
Days before the Miami Herald article went live, BAM published a story about an influencer with over 1 million followers who posted an apology to real estate agents after having an incredible experience buying and selling a house.
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That story comes with an important reminder: an exceptional agent can reverse a consumer’s negative assumptions about the entire profession. Of course, they have to actually see all that value.
So while agents can’t personally change licensing requirements or force every brokerage to raise its standards, they can raise the standard their own clients experience, and make that difference visible before, during and after the transaction.
Here are four places to start.
1. Show the Work Before You Ask for the Business
Buyers and sellers who have never completed a transaction do not know what happens behind the scenes. If the only part of the job they see is an agent opening a door or putting a listing online, the compensation will feel disconnected from the work.
Walk prospective clients through the problems you help prevent, the decisions you help them make and the work you coordinate from contract to close. Do not simply claim to offer “full service.” Explain what that service looks like, or use a tool like Rayse to showcase your work throughout the entire journey.
2. Set a Communication Standard
Poor communication was one of the complaints brokers raised in the survey. That gives good agents an immediate way to differentiate themselves.
Tell clients when and how they will hear from you. Provide updates before they have to ask, including when there is no major development. Responding quickly is useful; creating a communication system clients can rely on is better.
3. Turn Testimonials Into Specific Proof
“She was great” is a compliment. “She caught an inspection issue, found the right contractor and kept the deal from falling apart” is evidence.
When asking for a testimonial, invite the client to describe what you handled, what problem you solved or what became easier because you were involved. Those details help the next buyer or seller understand the difference between a license holder and an experienced professional.
4. Put the Client Ahead of the Closing
Professionalism is most visible when the advice does not serve the agent’s immediate compensation.
Tell a buyer when the risk is too high. Tell a seller when an offer deserves serious consideration. Recommend walking away when the deal no longer serves the client. Consumers remember who protected them when there was money on the line.
The Standard Is the Opportunity
The Miami Herald headline gives buyers and sellers another reason to begin the relationship skeptical of the profession.
But skepticism creates an opening for agents who are prepared to demonstrate the difference.
Consumers do not need another agent telling them that agents are valuable. They need evidence that the agent in front of them operates differently from the agents brokers are warning about.
