If consumers could see everything you do, the value conversation would change overnight.
That was the message in a BAM interview with NextHome CEO James Dwiggins, who outlined why he set out to build a new platform for the industry. As Dwiggins explained,
“We spent the past two years developing a product to deal with solving the one problem that we face, and that is the consumer has absolutely no idea what we do for a profession.”
That platform is Rayse. It’s already rolling out through MLS partners across the country. And starting next week, a new masterclass series will walk participants through how transparency and buyer expectations are shifting ahead of the 2026 market. Check the masterclass dates for your MLS here.
The Transparency Gap
Consumers see the tip of the iceberg and assume it’s the whole job. They see the property tour, the sign in the yard, the occasional Instagram post.
They don’t see the hours spent driving, reading disclosures, answering late night questions, chasing paperwork or negotiating details that never make it into a social caption.
Dwiggins captured the heart of this problem when he told Byron Lazine, “They can only value what they see.” That simple truth is the catalyst behind Rayse and the broader push toward a more transparent transaction.
The shift toward visibility isn’t unique to housing. Consumers are already used to tracking products and services in real time, from package delivery to subscription orders.
During the interview, Byron pointed to his own wine subscription as an example. He can follow every step of its delivery, yet still can’t track what’s happening inside a real estate transaction. That contrast shapes expectations, even though the industry hasn’t historically offered that level of transparency.
What Rayse Actually Does
Rayse was built to surface the day-to-day actions that usually stay behind the scenes.
It tracks the full scope of tasks that happen throughout a transaction so clients have a clearer picture of what’s taking place. Any time they check in, they can see exactly what their agent is doing for them.
To show the depth of that work, Dwiggins said,
“You are four or five hours in on every showing. You do that five, six, seven, eight, nine, ten times, and the consumer forgets about all those showings because that was two weeks ago.”
Here’s a snapshot of what Rayse captures throughout a typical transaction:
- Driving time to and from showings
- Property tours and follow-up calls
- Reviewing and sending disclosures
- Drafting and sending emails
- Negotiation time
- Market analysis and comp reviews
- Real-time updates as each task is completed
None of this is meaningless busywork. The app tracks everything the agent is doing to keep the process moving toward the client’s goal.
No more wondering, “Is my agent actually doing anything?”
The platform also generates a presentation at the first meeting outlining timelines, financial structure and expectations. journey.
Rayse positions this approach as a way to highlight the scope of the work involved. As the company states:
“In an industry where hidden efforts often go unnoticed, Rayse reveals the extensive work that agents contribute to every successful home-buying and selling journey.”
What Happens When Everyone Sees the Work
Greater visibility into the workflow creates clearer expectations on both sides. Early reactions highlighted two consistent patterns:
- Clients gain a more accurate understanding of the work happening between major milestones
- Agents get a clearer picture of their own time, expenses, referral fees and overhead
As Dwiggins noted,
“Buyers go, ‘I had no idea my Realtor was doing all of that.’”
He said the internal reaction is just as telling. In his words,
“What’s funny is agents go, ‘I had no idea I was doing all that. And I’m not charging enough.’”
Rayse displays these details in real time, giving both sides a data-backed picture of what the work involves.
Why MLSs Are Getting Behind It
Rayse is currently expanding through a growing list of MLS partners. Many are adopting the platform as a default member benefit, which increases consistency across markets and reduces barriers to adoption.
MLS involvement introduces several practical advantages.
- Access to the same transparency tools across the market
- Faster onboarding for local practitioners
- A unified structure for communicating value
- Broader client familiarization with a shared format
The gradual MLS rollout is expected to continue through 2025 and into early 2026.
The Coming Buyer Wave Masterclass
As transparency becomes a market expectation, Rayse and its MLS partners are launching a national virtual masterclass series, “The Coming Buyer Wave.” Sessions begin in December and are customized for each MLS market.
Registration links and dates vary by region and can be selected through the sign-up page.
Each session will give readers a clear understanding of the 2026 buyer shift. The masterclass will:
- Explain what transparency means in 2026 and how to implement it now
- Highlight how to stand out by owning the buyer-wave opportunity
- Demonstrate how Rayse supports visibility and trust in real time
- Feature live Q&A segments with Ricky Carruth, Tristan Ahumada and Christian Dwiggins
In the words of Rayse Co-CEO Christian Dwiggins,
“It’s time to reclaim their story, show their undeniable value, and meet the growing demand for clarity in every client relationship.”
The value conversation is changing. The next wave of buyers expects real-time tracking, clear communication and visibility into the work being done on their behalf. Rayse is building the tools that meet that expectation, backed by the MLS partners shaping the next era of the industry.
If you want a front-row seat to how transparency will define the next cycle, sign up for the December masterclass series for your MLS.
