3 Ways the NAR Settlement Has Changed Real Estate Marketing in 2025

In March 2024, the National Association of Realtors (NAR) entered a historic settlement agreement. The case leading up to it spurred much uncertainty in the real estate market, as did the months that followed while the specific terms were still unclear. By August, new rules had taken effect, and these updated regulations will change real estate marketing in 2025 and beyond.

A Retrospective on the NAR Settlement

Before learning how this agreement will impact marketing in the industry, it’s important to understand the settlement itself. In addition to requiring the NAR to pay $418 million in damages, it mandated two key changes to how agents conduct business.

First, agents can no longer share compensation offers on Multiple Listing Services (MLS). Buyer’s and seller’s representatives can still split the commission on a sale, but they’re not mandatory and have to happen through off-MLS conversations.

Secondly, buyers and their agents must now sign written agreements before viewing a property together. These documents must outline how the representatives will earn their compensation. The total amount and where it comes from can be flexible and are still negotiable after a sale, but the fee structure and source should be clear in the agreement.

These rules became effective on August 17, 2024, right before markets tend to cool off as winter approaches. Now that the next homebuying season is ramping up, it’s time to consider what they mean for real estate marketing.

What the NAR Settlement Means for Real Estate Marketing

While the NAR settlement’s rule changes haven’t been in effect for long, they’ll doubtlessly affect marketing practices over time. These shifts stem from three key areas of impact of the agreement on buyers and sellers.

1. Increased Transparency for Buyers

The first big marketing takeaway from the NAR settlement is that buyers will have more clarity into the market than ever. In the old model, prospective homebuyers often had no indication of how their representatives earned their portion of the commission. Likewise, they were frequently unaware of how these factors affected asking prices.

Now that MLS listings cannot contain compensation offers and buyers must sign agreements before looking at a property, the balance has shifted. Consumers will know how their agents get paid and how this might affect their closing costs before agreeing to work with an agency.

This shift in awareness can both help and hinder real estate marketing. On the one hand, an informed buyer can make a better decision about which agency is right for them, rewarding honest marketing. On the other hand, though, some clients may become increasingly skeptical of agents and their promises now that they are largely responsible for their payment.

2. New Negotiation Strategies for Buyers and Sellers

The NAR settlement’s rule changes also open the door to new negotiation opportunities. Agents can use this as a way to market their services by showing potential clients how they can help them navigate these strategies.

Consumers holding more negotiating power can lead to a more competitive market, as both sellers and buyers can use agent fee structures to offer more value to the other side. Sellers could attract lower-income buyers by offering to cover their side of the commission. Buyers could ask for lower prices if sellers’ compensation offers are higher than their agent agreements.

As competition heats up with increased negotiation, it levels the playing field for real estate agencies. More buyer and seller strategies mean a greater range of ways agents can differentiate themselves. However, it may also mean representatives must get creative about how they can present the value they offer.

3. Clients May Feel Intimidated

While this landmark agreement is largely beneficial for consumers, it may intimidate some potential clients. Buyers, in particular, now have to consider more and get a better understanding of the industry to purchase a home. This may be either an opportunity or a challenge for real estate professionals, depending on how they address it.

First-time or lower-income buyers may worry that they can no longer afford a home, as they may be responsible for some or all of their agents’ compensation. This worry may drive some to tackle deals without any representation.

However, real estate agents can also use this confusion as a way to bring new value to customers. Guiding buyers through these complicated agreements and increasing the educational side of real estate sales may become increasingly critical marketing points going forward.

How Agents Can Adapt Their Marketing Strategies in 2025

Given these changing conditions, real estate marketing strategies must adapt in 2025 and beyond. Here are a few strategies to follow to ensure your efforts keep up with this shifting industry.

Focus on Marketing to Consumers, Not Other Agents

The first step is to revamp your marketing to focus on the right audience. Now that compensation offers have to happen off-MLS, commission is no longer a matter of negotiation between buyer-side and seller-side representation. Consumers hold more power now, so they should be the target for all promotional strategies.

NAR’s settlement is mostly about putting control and information back into consumers’ hands. Consequently, your marketing materials should follow the same pattern. Instead of thinking about how offers can stand out to other agents, think of how they come across to prospective buyers.

Apart from spending less time refining MLS listings, this means changing your language to be more accessible. Use less jargon and explain concepts that an inexperienced audience may not know much about. It also means emphasizing platforms like social media rather than B2B channels.

Educate Consumers With Helpful Content

As you pivot to focus more on accessible, consumer-centric marketing, remember that the recent industry restructuring can be confusing for clients. You can address that by creating content on social media or your website that educates people on how to navigate these changing waters.

Post guides explaining the NAR settlement and its impact on buyers and sellers. Write tips on how consumers can negotiate agent agreements and how these play into their closing costs and ability to buy or sell a home. The more value you offer clients before signing anything, the more you stand out as someone they’ll want to do business with.

This is also a good time to showcase how having an experienced agent can still help people on either side of a deal. Some may want to try things independently amid this shift, but sellers who forgo agents sell homes for $95,000 less on average. Educating people on trends like these can emphasize how partnering with you can still save them money in the long run.

Advertise Your Expertise

Similarly, the confusion and new complexity surrounding the NAR settlement make expertise a bigger differentiator. Agents can promote their years of experience and knowledge of the industry to encourage buyers to sign contracts with them and earn a better compensation deal.

One great way to advertise your expertise is to put out free, helpful content on social media and your website. Offering free resources improves your credibility and trust among consumers, which will be increasingly crucial in the aftermath of the NAR agreement. It also gives potential clients a firm example of how knowledgeable you are.

Gathering and sharing reviews from satisfied former customers is another solid way to show value. As the real estate landscape becomes more competitive, your rapport with buyers and sellers will become a bigger selling point. Take advantage of that in your marketing materials.

Make Flexibility a Selling Point

In addition to helpfulness and expertise, you should market your flexibility. Buyers and sellers now have more options than ever to negotiate how their agents’ compensation works. The more you’re willing and able to adapt to these varying strategies, the more convenient your services will seem to consumers.

You can promote this adaptability by tying it into your educational content marketing. As you explain the many ways commission can now work, mention how your firm can work with any setup and will help clients find what works best for their finances.

As you take on contracts with varying compensation setups and complete deals with unique negotiation strategies, highlight the results. Making variety a key focus on the customer reviews you publish is important in showcasing how you are flexible in practice, not just in word.

Consider Other Market Conditions in Marketing Materials

Finally, remember not to neglect other large market shifts in your promotional efforts. Talking about the NAR settlement and its impact on potential clients is crucial, but you should also address other concerns your audience may have.

More than three-quarters of prospective homebuyers have put off buying a house in 2024 because of high mortgage rates. Similarly, 80% are waiting for rates to drop before buying one in 2025. Prices aren’t the only concern, either, as 63% of consumers now consider climate risk when deciding on a location to move to.

Touch on these topics in your social media posts, blogs, videos and other marketing materials. Explain how larger trends affect buyers and sellers. Stress how you can guide them through these difficult conditions. You can tie these into the NAR settlement, too, if the opportunity arises, but the important thing is to showcase attention to all consumer-affecting trends.

Real Estate Marketing Is on the Verge of Big Changes

The long-term impacts of the NAR settlement have yet to be seen, but the decision is certain to change the industry. Real estate marketing must adapt to these changes. When you recognize how buyers and sellers could react to this shift, you can adjust your promotional material and services accordingly to meet their new needs.

Frequently Asked Questions About the NAR Settlement & Real Estate Marketing in 2025

What is the 2024 NAR settlement and why does it matter?

The 2024 NAR settlement is a landmark agreement that changed how real estate agents can advertise and negotiate commissions. It bans commission offers in MLS listings and requires buyers to sign written agreements with agents before touring homes. It matters because it’s reshaping the way agents do business and forcing a shift toward more transparent, consumer-focused marketing in 2025.

How is the NAR settlement changing real estate marketing in 2025?

It’s flipping the script. Agents can no longer rely on commission offers in MLS listings to attract business—they now need to earn trust directly from buyers and sellers. That means clearer messaging, smarter content, and a bigger focus on education, value, and flexibility.

Can agents still split commissions after the settlement?

Yes—but the process is more private and less automatic. While commission splits are still legal, they can’t be posted on the MLS. Now, agents have to negotiate those terms directly with clients or the other side of the transaction. It’s a shift that makes communication and transparency more important than ever.

What do buyers have to sign before seeing homes now?

Before a buyer can tour any property, they need to sign a written agreement with their agent. This contract outlines how the agent will be paid and confirms the working relationship. It’s meant to give buyers a clearer picture of what they’re signing up for—both in terms of service and cost.

How should agents adjust their marketing now that MLS commission offers are gone?

Focus on the buyer, not the broker. With MLS offers off the table, your messaging needs to resonate with consumers—especially buyers—who now hold more power in the process. Highlight your flexibility, showcase your expertise, and make sure your value is crystal clear. Think helpful content, not sales pitches.

Will buyers have to pay their agent directly now?

Sometimes, but not always. Buyers and their agents now negotiate the fee upfront, but that doesn’t mean buyers are stuck footing the full bill. Sellers can still offer to cover some or all of the buyer agent’s fee—it just has to be discussed outside the MLS. The key is transparency and flexibility in how those deals are structured.

What does the NAR settlement mean for first-time or lower-income buyers?

It adds some pressure. These buyers may worry about added costs or misunderstand what they’re agreeing to. But it’s also a chance for agents to step up—by demystifying the process, offering flexible options, and showing how having a good agent can actually save them money, not cost more.

How should sellers rethink their strategy after the settlement?

Sellers now have a powerful tool: flexibility. They can use commission contributions as a bargaining chip to attract more buyers, especially in a tight market. Partnering with the right listing agent is crucial—they’ll help you craft a strategy that’s competitive, compliant, and clear.

Is it still worth hiring a real estate agent in 2025?

Definitely. The process may be more transparent, but it’s also more complex. Agents don’t just help you close deals—they help you avoid costly mistakes, negotiate smarter, and navigate the fine print. Even in a post-settlement world, professional representation still pays off—literally. Homes sold by agents still close for significantly more than FSBO listings.

Where can I learn more about the NAR settlement and how it affects me?

Start with a conversation. Reach out to a local agent who can walk you through the changes in plain English and explain how they apply to your specific situation. You can also follow trusted real estate blogs and professional associations like NAR for updates, guides, and real-world examples.