Now that NAR has agreed to a settlement, what exactly should you as a real estate agent be posting about it on social media?

Or, on the flipside of that, what should you NOT be posting?

Last week, Jason Posnick and Natalie Perez-Benitoa joined Dan Oneil and The Broke Agent to discuss those very questions on The Walk Thru,

The Broke Agent also posed the question in the BAMx Facebook group. And agents from all over were not shy about sharing their perspective.

Read on for some of the highlights.

On The Walk Thru

In last week’s episode of The Walk Thru, Dan Oneil asked guest moderators Natalie and Jason for their take on what agents can post about the proposed settlement on social media—and what not to post. 

Jason Posnick was the first to share his thoughts on how to turn the NAR settlement news into an opportunity to highlight client success stories—including the role you played in each one. 

He was also very clear on what he believes agents should steer clear of in their posts:

“More than ever, we’ve got to lead with value. We’ve got to make sure consumers understand our value. So, what I’ve actually been coaching our agents to do that’s worked amazingly well is putting out content telling the story of clients they’ve helped.

“None of this ‘Look at me! Sold another house!’ No one cares how many houses you’ve sold anymore. You’ve got to be different. People want to hear problems you’ve solved [and] the ways you’ve solved them… and the way to do that is…telling the story of a client you helped:

    • How you met them
    • What they were facing
    • What the obstacle was
    • How you overcame it
    • What was the happy ending?

“Even better…tag the client in the post because it’s amazing that then you get exposed to their entire sphere talking about them, their goals, their story, and how you helped them.

So, what not to do

    • Don’t be argumentative
    • Don’t call out what’s wrong
    • Don’t argue about commissions and what you’re worth

“Rather, go show people what you’re worth by sharing the experiences and the stories that you’ve done.” 

Natalie Perez-Benitoa admitted she hadn’t posted much about the proposed settlement, but she addressed the misleading media coverage—especially the idea that agent commissions have been fixed at 6% and that the settlement has changed that. 

It’s a false narrative repeated by more than one news media outlet as well as President Biden. And NAR isn’t the only one with a responsibility to set the record straight. 

“The media has done such a ‘great job’ of making whatever story they want and pushing it. Realizing as agents who use social media for business, we are also the media. Whatever you say—even if five people read it—it’s got an impact. 

“So, make it positive. Add value, constantly. And if that looks like, ‘Hey, I’m going to go live and ask my audience questions— “Hey, what have you heard? And let me answer this the best I can”—because it’s brand new, it’s business as usual, our listing agreements have not changed. 

“I think, primarily as a buyer’s agent, it’s actually an exciting time. I think it’s going to weed out agents who might not take their business seriously….” 

The Broke Agent doubled down on Natalie’s suggestion of going live on Instagram to answer any questions your audience might have about the NAR settlement—and to address any misconceptions created by mainstream media coverage. 

“You could have your title be ‘Answering questions about the NAR settlement,’ where you’re having…conversational as opposed to quick little tidbits on social where you’re posting a carousel post or you’re trying to green screen something. It gives you more time to have that conversation. I’ve never heard that angle before, Natalie. Genius!” 

He then asked co-host Dan Oneil if he was posting anything about the proposed settlement:

“I have not. I think it’s important to do it as leaders in the industry—or future leaders, as the next generation—I think we for sure have to. And when the news broke, I spent about an hour (or five) making these 4-5 minute long videos…

“But what I realized was I didn’t want to rush to any conclusions. I didn’t want to jump out there and post something for click bait…I really wanted to take time to see what the reactions were going to be, to get into the BAMx livestream with Lisa, Giannos, Byron, Tom. I wanted to hear what Tom Ferry had to say, what Serhant had to say. And then I wanted to form my own opinion and, more than anything…when I do share my opinion, it’s not going to be my opinion on what’s happened. It’s going to be my opinion on what is the opportunity and what to do next.

“So, I want to highlight what we’re doing as a team—whether it be role-playing, whether it be getting our buyer packets and our buyer consultations dialed in—how we’re making sure that our agents are best equipped, and how we’re making sure that our clients are in the best possible position to win….” 

Watch the full podcast for more. 

In the BAMx Facebook group

The Broke Agent also posed the question in the BAMx Facebook group: 

“Are you posting content about the NAR settlement or waiting? What have you seen out there from other agents that you like/don’t like? Would love the community’s thoughts on effective content around this or if not posting is the move.”

He also commented on the post, referencing Walk Thru

“We just did a Walk Thru on this. Consensus was to wait and not post “complaining” content.”

Here’s just a handful of BAMx member comments in response:

  • “We put out a post acknowledging the situation and affirmed we still are and always will have a system and strategy to support them before, during and forever…” — Amy Stockberger
  • “I posted a reel with my value proposition that just said ‘No matter what’s happening in the real estate world, here’s what you can expect from me’ and then I talked about my value proposition… So, basically I made a vague post about it.” — Courtney Henry
  • “I haven’t posted about it. I’ve been waiting to see if I start seeing consumers post about it first. So far, nothing.” — Rochelle Denise Perkins
  • “I’m not touching it yet. But in my weekly email tomorrow, I’ll mention that there is a lot of misinformation out there and if they have questions, I am happy to answer them.” — Daphne Bousquet
  • “I put out a YouTube video on Tuesday about it. Doing a podcast with my broker tonight debunking the media headlines. Definitely need to get in front of it and educate. I had a listing appointment last night with long time clients that were misinformed about it and after a brief discussion, business as usual.” — Marc McMaster
  • “We posted a conversational interview with a friend who was genuinely curious. Check out our YouTube channel 360 Real Estate Pros for the 10 minute interview. Would love your feedback and perspective. Please think of us for Santa Cruz, central coast and silicon valley referrals.” — Malaka Ibrahim Thompson
  • “I’m waiting right now. I’ve liked some and not liked others, but lots of misinformation being spread. We all need to get on the same page first – and also not use it as a scare tactic to get buyers to “buy now”” — Kelsey Wakefield
  • “100% talking about it. I did a live. Sent an email out to all of my sphere, clients and leads and have been calling all of my active clients and leads. There is zero need to wait to do anything…” — Natasha Bertoluzzi
  • “I think it’s important to acknowledge what is going on, and to point out the false info bc it shows we are educated and engaged, not cowering bc we got caught with our hand in the cookie jar. I’d be careful not to say too much, but now that the settlement details have been released, if you read it, you know. If you don’t, I wouldn’t say anything. I’d also say that it’s subject to change since it’s not approved and I definitely wouldn’t complain…” – Will Beeler
  • “I’ve been very careful about posting and, point of fact, today was my first day of posting more of a “TedTalk” item on business and personal, simply saying, ‘If you see headlines and they are referencing NAR as setting commissions, they are wrong’…and then asked folks to ask their agent (ideally me)…” — Dawn McNary

As The Broke Agent pointed out in another comment, the whole point of asking the question is to encourage agents to share their thoughts about social posts they’ve seen, what they’ve liked and disliked, and what they’re posting themselves. 

That exchange of ideas can be a big help with all the confusion swirling around the settlement. 

And anyone who’s watched The Walk Thru knows it’s all about focusing on effective, value-based marketing content to help real estate agents deliver maximum value and grow their business. 

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