NAR unveils new value proposition as it looks ahead

"Wright began the letter by noting that this update is coming from her commitment to lead the trade group with transparency. Our goal is simple: to ensure there are no surprises about NAR's direction and intention, the letter states. Transparency is not a one-time effort; it's the new normal. According to Wright, before beginning to create the strategic plan, NAR knew it needed to listen and learn from its members."

"We've met with hundreds of real estate industry leaders from large enterprise firms to regional brokerages and we've empowered state and local association executives to host broker summits of their own, Wright wrote. Moving forward, she said that NAR leaders will continue to meet with members and leaders to share progress and receive feedback. We aim to ensure that every voice, in every corner of the industry, has a chance to be heard, she wrote."

"Central to the 2026-2028 Strategic Plan is a new value proposition for NAR: 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. According to Wright the new value proposition reinforces that everything NAR does should be relentlessly focused on member success."

NAR committed to lead with transparency and solicited feedback from more than 100,000 members through forums, surveys, focus groups, and meetings with industry leaders. Leadership engaged hundreds of real estate executives and empowered state and local associations to host broker summits. NAR will continue meeting members to share progress and receive feedback so every voice has a chance to be heard. The 2026–2028 Strategic Plan centers on a value proposition: empowering Realtors to thrive through advocacy, market intelligence, professional development, high standards, and brand elevation. Planned initiatives include managing legal risks; improving legacy systems with technology and AI; overhauling financial systems; and refreshing new-member onboarding to improve the member experience.

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