Where Real Estate Gets Its Dirt

Why 74% of Brokers Say Retention Matters, But Only 2%Actually Pursue It [Sponsor]

Ask any broker-owner whether retention or recruiting matters more, and the answer is nearly unanimous. In the new Lone Wolf x Inman 2026 Broker/Owner Survey, 74% of brokers rated retention as more valuable than recruiting. Then ask what they’re actually building their growth strategy around. Only 2% name retention as their #1 priority.

That 72-point gap is the story of the entire report.

Brokers know. They just aren’t set up to act on it.
The survey found that 65% of brokers say they assess flight risk in some way, but the top three methods they rely on are all informal: gut instinct (79%), regular check-ins (72%), and watching production trends (66%). Structured, data-driven approaches barely register. Only 24% use any kind of analytics tool for this, and just 6% run formal satisfaction surveys.

The result is a confidence problem. Only 15% of brokers say they’re “very confident” they’d catch an at-risk agent before that agent gives notice. The largest group, 38%, land at only “somewhat confident.” And 44% of brokers keep no formal tracking list at all, which means even the signals a broker does notice have nowhere consistent to live.

Why this keeps happening
Manual tracking works fine for a handful of agents. It breaks down for a full roster. When retention data lives in one broker’s head instead of a system the whole team can see, the signal is only as strong as that person’s bandwidth in any given week. Distraction, growth, or a vacation, and the signal disappears.

By the time an agent asks for their license file, it’s already too late. As one broker-owner in the study put it, agents go quiet, skip office events, and pull back long before they say anything out loud. The relational signs show up first. The behavioral ones show up last, right before the resignation.

Where the opportunity sits
Here’s the part that should change how brokers think about this: 66% believe AI could help identify a flight risk before it happens. Only 19% are actually using it that way today, the lowest AI adoption rate of any function brokers were asked about, well behind marketing (51%) and market analysis (52%).

The tools brokers already trust for the rest of the business haven’t caught up to the one thing they say matters most. The brokers who close that gap first, moving from gut instinct to something closer to a system, are already seeing the payoff in how confidently they can answer one simple question: who’s actually at risk right now?

See how top brokers are solving this

Treble Damages and Cupcakes

The Industry Relations Podcast is now available on your favorite podcast player!

Overview

Rob and Greg recap CMLS, from Errol Samuelson’s understated appearance to Robert Reffkin’s scripted, heavily criticized onstage interview with Jessica Edgerton. Rob notes that his engagement with Compass ended in September, though confidentiality restrictions still apply. The conversation then turns to the escalating Compass–CRMLS conflict and a heated debate over what the MLS should be in 2026 and beyond. Rob says MLSs need to define their identity and stop simply reacting to events. Greg says the answer will vary by market. They also clash over whether data-licensing revenue shared with brokers has any real connection to cooperation.

Key Takeaways

  • CMLS drew close to 1,000 attendees, but the lack of Wi-Fi in the main hall was a major unforced error.
  • Errol Samuelson argued that listing exposure is a form of MLS contribution and urged attendees not to listen to the loudest voice.
  • The recent ruling against Zillow went largely unmentioned during Samuelson’s session.
  • Robert Reffkin read from prepared notes, repeatedly warned of lawsuits and treble damages, and opened with a 1971 MLS book as a prop.
  • The crowd’s reaction to Reffkin seemed to unite MLS leaders rather than divide them.
  • CRMLS has published the Compass demand letter and its response, and has filed a declaratory judgment lawsuit.
  • Greg sees the fines issue as a red herring, with only eight fines totaling about $3,000.
  • Greg expects MLSs to split regionally, with some leaning platform, some staying cooperative, and some landing on hybrids.
  • Rob argues every MLS needs to answer two questions: who are we today, and who do we want to be tomorrow?
  • Rob says removing compensation should have triggered a fundamental rethink of what cooperation means.
  • 1% of brokerages contribute 64% of MLS listings, a fact Rob says the industry has avoided confronting.
  • Greg points out that CLAW’s more broker-friendly rules haven’t caused a mass exodus from CRMLS.
  • MLSs are experimenting with rewards programs and new data-licensing models that pay brokers for their contributions.
  • Rob says data-sales revenue doesn’t require cooperation and that tying the two together is arbitrary.
  • Greg says tying payouts to cooperation rules is a legitimate incentive, the “cupcake” for following the rules.
  • Rob calls cooperation a structural reality of a two-sided industry that doesn’t need incentives.
  • Both agree this kind of debate needs to happen inside MLS boardrooms.

Connect with Rob and Greg

Rob’s Website 

Greg’s Website 

Watch us on YouTube

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Kelly Robinson steps up to new role at Cotality

Kelly Robinson promoted to Vice President of Sales and Client Success

“Cotality is pleased to announce that Kelly Robinson has been promoted to Vice President of Sales and Client Success, Real Estate Solutions, effective immediately. In this expanded role, she will lead the newly aligned Sales and Client Success organization, bringing the two teams together to create a more connected and seamless client experience”

Kelly’s journey has been interesting, to say the least. From launching Realty Plus Online all the way back in 1995, a hiatus outside the industry to back in the mix. You can check out, but you’ll never leave….

Congrats to Kelly and Cotality.

CRMLS didn’t wait

CRMLS Seeks Declaratory Judgment, Files Complaint Against Compass, Inc.

Compass gave CRMLS until 5 PM Eastern on October 6 to stop fining agents for publicly marketing office exclusives, or get sued. CRMLS filed a day early. As the plaintiff. In Manhattan, Compass’s backyard.

It’s a declaratory judgment action. CRMLS is asking a federal judge to rule that its cooperation rules are legal under the Sherman Act and California’s Cartwright Act, and to bar Compass from bringing the case Reffkin promised from the CMLS stage last week. The complaint even counts the crowd: “a packed room of over 900 attendees.”

The press release (see below for link) is all defense fund. The good stuff is buried in paragraph 59 in the complaint (link also below):

“In 2025, CRMLS issued 89 fines for violation of Rule 7.9, with only 8 of those going to a Compass agent. For context, CRMLS had over 271,000 listings enter the system in 2025.“

Eight. Compass’s own demand letter says the fine tops out at $2,500. So Compass promised to “spend millions of dollars” over roughly twenty grand 🤔. (The 2026 count is higher, about 75 Compass cases out of 300, with reports climbing “since the spring.” Funny how that lines up with the office exclusive push.) Bottom line, the fines are the excuse. The rule is the target.

The exhibits are where it gets fun. In November 2024, Reffkin wrote the CRMLS board asking for a status with no days on market and no price history, and said his ideas “support the concept of mandatory submission to the MLS, but not mandatory marketing through the MLS.” CRMLS built its Limited Exposure Coming Soon status this summer. A couple of months later, the demand letter showed up. Talk about moving goalposts.

Then there’s my favorite paragraph. CRMLS quotes Anywhere’s 2024 10-K warning that changes to cooperation rules “could, among other things, reduce the availability of broadly listed properties, leading to more unlisted inventory.” Anywhere is now owned by Compass. Hard to argue with yourself.

The venue is smart too. The same Southern District of New York denied Compass’s injunction against Zillow in February, saying these practices could “encourage freeriding; fragment the real estate market; and limit transparency.” Compass dropped that case. CRMLS quotes it three times.

I’ve said the real question for every MLS is whether it’s a broker cooperative or a listing platform. CRMLS just answered in federal court, and paid to go first. Every MLS that got a letter now has two options: sign Compass’s release this week, or wait and see what a judge in Manhattan says about the rule.

I’d wait.

Press Release: CRMLS Seeks Declaratory Judgment, Files Complaint Against Compass, Inc.

Complaint: 2026-10-05_Complaint with Exhibits

CMLS 2026 – Quick takes

I left CMLS Thursday and made a quick turnaround to visit my family in Seattle. There’s a lot to write about, but I wanted to get some initial thoughts down before diving into the bigger issues.

I recorded an episode of Industry Relations with Rob on Tuesday, the day the conference officially began, so I’ve already gone on about how much I loved the location. The Omni Fort Lauderdale was perfect. Three lobby bars (I think), a big open area in the lobby for meetings, a couple of good restaurants within walking distance, and even a Walgreens. What else could you ask for? The hotel staff were friendly and helpful, and the food was good.

Some quick takes:

I haven’t formally met the new CEO, Jessica “Jessie” Edgerton. She was on a lot of panels and handled them well. She gave off a “Jersey girl” vibe: super smart and not afraid to mix it up with the panelists. That said, she made a major unforced error by deciding not to provide Wi-Fi for the conference. She blamed cost and a desire to keep people focused on the content. I made a joke about shutting down access to bathrooms.

Another questionable decision, from my perspective, was the announcement that CMLS has created a Broker Membership category. It fits, since Edgerton comes from that world. I just think CMLS should be the voice of the people who run and serve the MLS. But I know a lot of smart people would disagree with me.

A few people, including Edgerton herself, left the conference early to attend RISMedia’s CEO & Leadership Exchange, which typically has a broker focus. I believe the overlap was unavoidable this year, and I’m told both RISMedia and CMLS have committed to coordinating better.

Overall I thought the content was strong. I was lucky to be on a debate panel with Amy Gorce and Michael Wurzer about the state of the MLS. It was fun to take a side I normally wouldn’t and argue a bit with Amy and Mike.

I think most people were there to see the interviews with Errol Samuelson from Zillow and Robert Reffkin from Compass. I heard there was some shuffling of the agenda to make sure the two wouldn’t be in the green room at the same time. Edgerton did a good job interviewing Errol. He was unscripted, though I think we’re all familiar with Zillow’s talking points by now. One thing he emphasized a few times was a caution to MLS leaders: “Don’t always listen to the loudest voice in the room.” Hard agree.

Her “interview” with Reffkin was another story, which I’ll save for my next post.

Lone Wolf [Sponsor]

I’ve always believed good data should answer questions, not create more of them.

Whether you’re trying to understand recruiting trends, brokerage growth, or what’s happening in your market, having the right information makes all the difference.

Many thanks to Lone Wolf for sponsoring Vendor Alley this October.

If you haven’t looked at BrokerMetrics recently, it’s worth a look:

https://get.lwolf.com/inside-the-numbers

FBS [Sponsor]

The MLS business isn’t simple, and it never has been.

It takes people who understand the business, listen to their customers, and keep building. That’s something FBS has been doing for a long time.

If you’d like to learn more about FBS and Flexmls, you can do that here: https://flexmls.com/discover/

Many thanks to FBS for sponsoring Vendor Alley this September.

CRMLS rejects Compass demands and set to open industry legal defense fund

CRMLS Rejects Compass’s Demands, Stands Firm on Cooperation and Transparency

“After reviewing Compass, Inc.’s September 8, 2026, letter demanding that CRMLS not enforce rules governing submitting properties that are listed for sale for cooperation, CRMLS rejects their demands to allow for what it
views as Compass’s advocacy for anti-competitive practices and free riding. Now, CRMLS is preparing for potential litigation while still navigating more amicable ways to resolve claims.”

So this is regarding the earlier demand letter from Compass (which many MLS received) to stop fining their agents for violating local MLS policies. Here’s the CRMLS’ Open Letter, to Compass. I’m sure CRMLS would rather not go to court but it shows a high level of frustration.

“To stand against Compass’s threats of litigation that seek to compel unfair business practices, CRMLS aims to establish an MLS Cooperation Legal Defense Fund with intent to be supported by organizations and groups concerned with consumer transparency, equal listing access, and open competition, including legal-action programs, consumer advocates, attorneys, other MLSs, associations, vendors, and portals.”

We aren’t talking defending against patent trolling here, this move would be unprecedented.

Another thing I grabbed from CRMLS, CEO Art Carter’s Op-Ed article:

“Buyers should not have to choose an agent to work with  simply to gain access to certain publicly marketed homes. Sellers should understand the potential tradeoffs of limiting how readily buyers and real estate professionals can discover and access their properties. And real estate professionals should be able to compete based on the quality of their service, not exclusive control over inventory.”

Amen.

I’m writing this from my hotel room at the CMLS Conference in Ft. Lauderdale, and Robert Reffkin will be here live for an interview on the main stage just after lunch. It’s going to be interesting.

Whose MLS Is It, Anyway?

The Industry Relations Podcast is now available on your favorite podcast player!

Overview

Greg calls in from CMLS in Fort Lauderdale, while Rob stays home enjoying some “joy of missing out.” Greg recaps the Click-Through Conference for MLS marketing professionals, where his keynote turned into a vendor’s candid pitch for how MLSs could structure and monetize vendor marketing. That leads Rob to ask why local monopolies need marketing departments at all, and the conversation widens into MLS competition, Sam DeBord’s Real Estate News piece on data monetization, and the question Rob says sits under all of it: who actually owns the MLS, and what does that ownership mean?

Key Takeaways

  • The Click-Through Conference brings MLS marketing and communications teams together, with sessions on plain-English messaging and AI in marketing.
  • Vendors are often barred from contacting MLS members, then blamed when adoption is low.
  • Greg proposes bronze, silver, and gold vendor marketing packages so vendors know exactly what they’re paying for.
  • Structured vendor programs could turn MLS marketing into a real revenue line.
  • Rob questions why MLSs, as local monopolies, need marketing rather than member communications.
  • Rob and Greg debate whether MLSs truly compete, citing Metrolist’s expansion as an example.
  • Sam DeBord argues that MLSs should use financial incentives to encourage complete data and should license data to AI companies.
  • Rob asks what happens to the money if data monetization succeeds, given nonprofit association ownership.
  • MLS shares held by associations rarely pay dividends or transfer, which limits their economic value.
  • Ownership debates tend to center on board seats instead of enterprise value.
  • Greg suggests alternatives like negotiated member benefits with Zillow or Homes.com.
  • Cooperative models, such as REI, are one path, but members would then own the MLS, not associations.
  • Rob warns MLS leaders not to assume they have unlimited time to address ownership.
  • Choosing a tech platform isn’t bold strategy; tackling ownership is.

Connect with Rob and Greg

Rob’s Website 

Greg’s Website 

Watch us on YouTube

Our Sponsors:

Cotality 

Notorious VIP

The Giant Steps Job Board 

Production and Editing Services by Sunbound Studios

Today is the day! Order now!

Today is the day! Follow the link below and make sure you order all 3 books! Hell, order multiple books! Proceeds go to the Wounded Warrior Project!

Amazon Link => 3.3.1 – 3 Books to Benefit Wounded Warriors

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