Prospective homebuyers continue to face steep hurdles: Home prices are still high, interest rates are in flux, and inventory remains spotty.
Navigating the uncertainties of the real estate market can be challenging, and while going solo can sound appealing from an affordability standpoint, the reality is that most homebuyers and home sellers stand to gain a lot more by working with a real estate agent.
With that in mind, the National Association of Realtors® announced a renewed pledge of expertise and professionalism when it comes to its agents, hopefully giving those looking to enter the market this year the boost of confidence to work with a local agent.
Because in today’s market, having a knowledgeable agent is more important than ever.
Why you should use a real estate agent in 2026
Buying a home is the biggest purchase of most people’s lives. While it may seem appealing to save money by forgoing commission and going it alone, the homebuying process can take months—and without expert guidance, mistakes could cost thousands or cause you to lose your dream home.
For example, according to the Realtor.com® housing forecast for 2026, for-sale inventory will go up nearly 9% year over year.
While the internet is a great resource, real estate agents have access to even more listings, including properties that are available but not actively advertised.
But finding properties is only the start of what a real estate agent can offer clients. To ensure clients see the real value of working with their agents, NAR released a series of new campaign ads, called More Than Opening Doors, under its strategic platform "Right by You."
Directed by Sophia Ray of Academy Films and developed in partnership with Uncommon Creative Studio, the new campaign serves as an important reminder of how, through membership, real estate agents not only agree to follow a code of ethics that puts their clients first, but they also gain expertise and professionalism by being in the network, which ultimately protects their clients
“The real estate industry is experiencing an unprecedented moment of change and disruption,” says Bennett Richardson, chief marketing and communications officer of NAR. “And yet the Realtor® brand remains the most trusted real estate brand among consumers. We’re excited for the More Than Opening Doors campaign to show consumers just how much happens on their behalf behind the scenes.”
How a real estate agent can help you
Realtors perform numerous vital functions, including managing negotiations, coordinating among multiple stakeholders, navigating complex regulations, and leveraging their trusted network to meet crucial timelines.
One of NAR’s new campaigns, dubbed “The One,” showcases how agents can help find you a dream home, as well as work to safeguard their client’s wishes, like adding an addition to make a property ideal.
“One key pillar of NAR’s strategic plan is to reaffirm the Realtor brand as a trusted symbol of expertise, integrity, and reliable service for consumers,” says Nykia Wright, chief executive officer of NAR.
“This year’s campaign educates consumers and differentiates NAR’s members as the gold standard in the industry, while at the same time helping members feel the full support of their NAR membership.”
Among other things, a real estate agent's job is to handle documents, coordinate signatures, and get the signed paperwork to the right parties, while ensuring it all gets done right. This is especially important at closing.
Closing involves lots (and lots) of paperwork and, more importantly, the final exchange of money. You will be writing a ton of checks on the closing day, which your agent can help you keep track of, the biggies being for closing costs, a title search, and transfer taxes.
“Having been through my own nerve-wracking homebuying journey, I know firsthand how much having an agent who is a Realtor matters,” adds Ray. “Realtor agents are the unsung heroes. Your running partner and emotional stunt double. They climb the mountain with you and stress so you don’t have to. And still, they let you plant the flag at the summit.”
Dina Sartore-Bodo is the senior advice editor at Realtor.com covering real estate news, personal finance trends, and interior design. She previously served as the managing editor at HollywoodLife.com, the executive editor at PerezHilton.com, and the managing editor at The Hollywood Gossip. Her work has also appeared on MSN, Yahoo News, and BlogHer. She is a proud graduate of Emerson College in Boston and is originally from New Jersey.
Dina Sartore-Bodo for Realtor.com
