NAR Director’s Report

My Story of Disruption: How I Stay in the Game

By Harrison Beacher

Disruption is a popular topic in the real estate world. But all the talk about “disruption” is really a conversation around the future of our jobs—and what we need to do as REALTORS ® to stay integral to consumers’ home-buying experiences.

In my humble opinion, the answer is quite simple: We need to do better. We need to shift our focus from the shiny objects coming at us—and supposedly coming for us and our jobs—and look in the mirror.

There have been billions of dollars poured into real estate tech, including apps and startups providing more efficient and thoughtful solutions to the home-buying and -selling process. This is an exciting time! There are so many new and different ways that consumers can engage with the homes they want to buy and sell. The way our clients find us is changing, and there are major changes to the status quo—like there always are. With excitement comes challenge. Our challenge is relevance: How do we stay in the mind of the consumer as someone helpful who provides value?

My favorite part about being involved in the National Association of REALTORS ® and getting to speak to REALTORS ® around the country is gaining perspective. One thing I’ve learned from connecting with REALTORS ® at all phases of their careers is that the way we conduct business has changed, and it will continue to change based on new technology and consumer preference. However, the fundamentals of the business have not.

At its core, being a REALTOR ® is about people, relationships, effort, and connection. As a person who works with a lot of clients from different generations, I am confident in the future. I am focused on getting back to the basics and being better with people. Specifically, we need to double down on our professional development—stay ahead of the curve by being informed about current trends and the new tech our consumers use, while also making sure we focus on the consumer experience. We need to put the majority of our time, thought, and effort into making things better for them.

Quite often, our clients ask: What’s in it for me? As REALTORS ® , we have to try harder than ever to make it clear that what is in it for them is sound advice, thoughtful context, detailed expertise, and a commitment to them as people. Those are at the core of our fiduciary responsibility—and they have not been replicated by technology yet!