The National Association of REALTORS® (NAR) officially adopted its 2026–2028 Strategic Plan that will guide the organization for 2026, 2027 and 2028. The three-year plan was unanimously approved by the NAR Executive Committee on Sunday during NAR NXT in Houston.
According to the association’s announcement, the plan will go into effect January 1, 2026. Let’s break down what we know so far.
Why NAR Developed a New Strategic Plan
NAR describes the organization as standing at a “pivotal moment” shaped by major industry and economic pressures, including:
- Low inventory and affordability challenges
- New practice rules and legal scrutiny
- Shifts in MLS models and compensation structures
- Increased competition and evolving consumer expectations
- Perceived weakening of the Realtor brand and unclear value proposition
The Strategic Plan is intended to provide clear direction, measurable impact, and greater transparency as NAR works to rebuild trust and reposition itself in a rapidly changing real estate landscape.
NAR CEO Nykia Wright stated:
“NAR is rebuilding trust by executing the largest transformation in real estate history, and this Strategic Plan will be our roadmap. The plan is data-informed to ensure that NAR is investing in initiatives that members and the industry find most valuable. It also includes success metrics so our members and the industry can hold NAR accountable to the commitments we are making.”
NAR’s Value Proposition for 2026–2028
The plan frames NAR’s mission around empowering its members:
“NAR empowers REALTORS® by helping them thrive in their businesses. It achieves this goal by advocating on their behalf, providing market intelligence and research tools, offering professional development and education, maintaining high standards and elevating the REALTOR® brand. By supporting REALTORS®, NAR protects and advances the right of Americans to own real estate.”
Zero-Based Budgeting
During a press briefing, Wright shared that one of the projects NAR will focus on is zero-based budgeting. This means every expense must be explained and justified, instead of carrying old spending forward automatically.
The budget will be based on 1.2 million members instead of the nearly 1.5 million who are currently members. NAR leaders say they want to plan carefully in case membership goes down.
NAR’s CEO said the team will look closely at how money is used—something that has drawn criticism from the industry for years—and ask if any funds should be cut or moved to higher-value projects. The goal is to make sure spending supports the most important work for Realtors.
This project is expected to take some time; however, as Wright stated:
“You can’t transform a budget in three or four months, that is going to take significant movement across the industry because you also have to coordinate with your state and locals with respect to the dues dollars coming in. That has been a frustration across the ecosystem as it relates to transparency, so our commitment to that is a really long project.”
NAR’s Strategic Commitments for 2026-2028
Grounded in research and informed by feedback from more than 150,000 members and stakeholders, the 2026–2028Strategic Plan is built around two main priorities:
- Building the Future Member Experience
- Modernizing the Association
To carry out these priorities, NAR has identified 24 measurable initiatives and intends to complete approximately 75 projects over the next three years.
1) Building the Future Member Experience
Commitment to Members: Help REALTORS® thrive in their day-to-day business
- Enhance tools, training, and support
- Strengthen resources that improve business growth, well-being, and client service
Commitment to Partners: Drive collaborative solutions and impact
- Co-create programs and services
- Share data, resources, and aligned messaging
- Support a stronger, more connected real estate ecosystem
Commitment to the Real Estate Industry: Protect and advance the legal interests of REALTORS®
- Shape legal protections to reflect member priorities
- Promote a resilient, stable industry environment
Commitment to Consumers: Advocate for property ownership for all
- Advance policies that expand fair access to homeownership
- Support a prosperous real estate economy at every level of government
2) Modernizing the Association
Commitment to Members: Build a proactive organization
- Evolve financial and operational systems
- Deliver faster, smarter support
- Anticipate and plan for future member needs
Commitment to Partners: Rebuild partnership foundations
- Strengthen trust and transparency
- Clarify roles and responsibilities across associations and brokerages
Commitment to the Real Estate Industry: Recommit to professionalism
- Strengthen the NAR Code of Ethics
- Support education, technical skills, and leadership development for REALTORS®
Commitment to Consumers: Cultivate trust in the REALTOR® brand
- Position REALTORS® as trusted experts
- Promote integrity, reliability, and high professional standards
For more details, members can review NAR’s 2026-2028 Strategic Plan here.
