Here’s my hot take: Stop communicating the NAR lawsuit at such a high level using industry jargon on Instagram. Leave the deep dives to the Byron Lazines and Jared Jameses of the world.
Your role? Break it down for your clients.
After all, your clients are consumers, not industry insiders. They don’t need to know every twist and turn in the NAR lawsuit; they need to understand how it affects their home-buying journey.
Ditch the Jargon, Embrace Clarity
If you are focused on creating content for consumers about the changes in the industry, you must speak their language.
Drop the ego, ditch the jargon, and just explain things in plain, simple terms.
Sure, more consumers today know what “NAR” stands for, and a decent segment of consumers out there know that we are amidst major industry changes. But that doesn’t mean they fully grasp the implications. As market experts, it’s our job to ensure they understand us. We need to clearly communicate, at their level, the changes that have taken place in our industry.
When we throw around phrases like “NAR litigation” or “revised compensation structures,” we risk alienating our audience. Instead of impressing them with your knowledge, your audience is likely scratching their heads, zoning out—or worse, questioning your expertise.
Now let’s take it off Instagram and go into the real world, where clarity is key. Imagine sitting down with a client who’s already feeling the pressure of signing unfamiliar forms. The last thing they need is a barrage of legalese that only adds to their stress.
Instead, we should frame these discussions as part of the service we provide, focusing on their needs and concerns.
How to Communicate Effectively with Clients
We need to frame the agreement discussions as an act of service, not a way for us to get paid. It is, in fact, both. But the buyer’s goal is to get inside the home that they are excited to see. Focus on serving them by simplifying the explanation, making it accessible and focusing on the buyer’s needs and concerns.
Here’s a simple example of how to talk to clients about recent changes without overwhelming them:
“Hi, [buyer], I am so excited to help you find your new home! Has anyone spent the time to review the recent changes to how buyers can view properties?
“Buyers are now required to sign an agreement with an agent to tour a home and outline how the agent will get paid. This agreement can be for a day, a week, a year – whatever you are comfortable with and makes the most sense. Most sellers in our market are still offering compensation to buyer representation, and if not, there are a handful of ways to work my commission into the deal.”
This straightforward explanation gets to the heart of what the client cares about—touring homes and avoiding unnecessary costs—without delving into the complexities of the lawsuit.
Why Simplicity Matters
Exactly 0% of buyers need an explanation of when the NAR litigation started, a deep dive into the lawsuit, or an update on its current stage. What they care about is how these changes will impact their ability to buy a home. By focusing on what matters to them, we can ensure that our communication (both in real life and on Instagram) is both effective and appreciated.
Ask yourself: When was the last time legal jargon made you trust someone more?
Ditch the jargon and start communicating like the experts your clients need. It’s not just about saying something—it’s about saying it in a way that resonates with them.
