Enterprise goes on principally undisturbed. However a survey of lots of of brokers and brokers suggests the actual property trade is going through extra thorny conditions amid a contentious 2024 election.
This report is the primary in a two-part collection centered on the presidential election and is offered solely to subscribers of Inman Intel, Inman’s information and analysis arm. Subscribe as we speak and examine again on Oct. 28 for the conclusion to the collection.
Intel survey outcomes are clear: For many actual property brokers and brokerage leaders, the 2024 election discourse doesn’t actually have an effect on their day-to-day expertise.
Showings go on, provides get submitted, shoppers shut, and brokers receives a commission — no matter whether or not they agree on what ought to occur in Washington, D.C.
However as the 2 main events current more and more conflicting visions for the nation’s future — and even competing accounts of its latest previous — some brokers report that instances of political pressure with shoppers have gotten much less uncommon.
And a few brokers say they’ve seen it spill over into friction throughout the brokerage itself.
- Many brokers — almost half of these surveyed in late September and early October by the Inman Intel Index — say their shoppers carry up politics, in comparison with only one in 5 who say their shoppers by no means increase the subject.
In late September and early October, lots of of brokers and brokerage leaders shared with Intel who they plan to assist in November, and what their expertise has been with shoppers and brokerage workforce members.
Their responses make clear an trade that usually bends over to keep away from private disagreements getting in the best way of a deal.
The outcomes additionally reveal how two distinct experiences — that of a Donald Trump-supporting actual property skilled, and that of a Kamala Harris-supporting agent or dealer — typically diverge.
Learn the complete breakdown within the report beneath.
The agent-client relationship
Whether or not it occurs at a displaying or in one other setting, it’s clear that many brokers run into shoppers who’re loose-lipped about their political beliefs, particularly on a presidential election 12 months.
And whereas most actual property professionals see little distinction in 2024 vs. 2020, a few quarter of agent respondents instructed Intel that election discuss is inflicting extra points with shoppers than final time.
- A large majority of agent respondents — 2 in 3 — stated this election is placing no extra pressure on the agent-client relationship than the 2020 election did.
- However of brokers who say they’ve observed a change, those that noticed the stress is greater this 12 months outnumber almost 4-to-1 those that say it’s much less tense than they keep in mind 4 years in the past.
As talked about above, it’s not unusual for the subject of politics to return up whereas on a displaying with a consumer.
That stated, regardless of occasional instances the place pressure bubbles below the floor, brokers of all political stripes are inclined to handle the scenario moderately than stoke battle.
- Solely 2 p.c of agent respondents stated they really feel snug weighing in after a consumer shares a political opinion with which they disagree.
- Alternatively, 48 p.c of agent respondents stated they “almost always” preserve their opinion to themselves when their consumer shares a political opinion that doesn’t align with the agent’s beliefs.
Nonetheless, this leaves the door open for political conversations of a distinct nature: one the place a consumer raises a degree that the agent agrees with.
- 23 p.c of agent respondents instructed Intel that after they be taught their shoppers share their views, the agent then feels snug weighing in with their very own opinions.
- However a share almost as giant — 18 p.c — will nearly all the time avoid sharing political beliefs even after they assume their shoppers would possibly agree with them.
However this form of consumer dialogue isn’t the one means the election has seeped into the brokerage expertise.
The broker-agent relationship
Dealer-owners and executives are much less prone to report that politics is a standard matter of dialogue on the brokerage degree.
- About 1 in 3 brokerage leaders who replied to the Intel Index in September stated that their brokers often carry up politics, vs. 1 in 7 who say their brokers nearly by no means carry up the subject.
Inside the partitions of the brokerage, nevertheless, executives and broker-owners are a lot much less prone to preserve their mouths shut after they hear a political opinion from an agent that they disagree with.
- Solely 20 p.c of brokerage chief respondents instructed Intel that they “almost always” preserve their opinions to themselves when an agent shares a political stance that they disagree with, in contrast with 48 p.c of brokers who stated the identical of their interactions with shoppers.
- An identical share of brokerage leaders — 20 p.c — instructed Intel that they really feel snug weighing in to disagree with an agent’s political opinion, in comparison with the 2 p.c of brokers who say the identical of their consumer interactions.
This freer angle is smart. The broker-agent relationship is far more acquainted than the client-agent one. And when a political dialogue between agent and dealer turns south, it’s unlikely to jeopardize a deal from the dealer’s perspective.
Curiously, some brokers consider that this election has been much less disruptive on the brokerage degree than the competition in 2020.
- 11 p.c of brokerage leaders instructed Intel that this election has positioned much less pressure on the broker-agent relationship than they keep in mind occurring in 2020.
- Nonetheless, these leaders are outnumbered by the 25 p.c who stated this election has brought on extra pressure than final time, and the 63 p.c who stated it’s been about the identical.
These takeaways mirror normal situations each throughout the brokerage and out within the discipline.
However Intel additionally discovered distinct variations in the best way that Trump supporters and Harris supporters interact with politics of their actual property enterprise.
2 brokerage experiences
Most brokers who replied to the Intel Index this month don’t have a transparent thought of the place their typical consumer falls on the political spectrum.
However of those that do, some patterns emerged within the survey.
Brokers who plan to vote for Harris are…
- …extra prone to really feel out of step with their shoppers’ political opinions — 23 p.c of Harris supporters say they understand their shoppers are extra conservative than they’re, in comparison with solely 11 p.c of Trump supporters say they understand their shoppers are extra liberal than they’re.
- …and extra prone to report an “unwelcome tension” when their shoppers carry up politics — 11 p.c of Harris supporters report feeling such pressure, whereas solely 3 p.c of Trump supporters say the identical.
In the meantime, some patterns of habits with shoppers seemed to be extra prevalent amongst Trump-supporting brokers within the survey.
Brokers who plan to vote for Trump are…
- …extra prone to say their shoppers carry up politics with them — 51 p.c of Trump supporters say this of their shoppers, in comparison with solely 45 p.c of Harris supporters. On a associated observe, solely 15 p.c of Trump supporters say their shoppers by no means carry up politics, in comparison with 26 p.c of Harris supporters who say the identical.
- …and extra prone to report that political interactions with shoppers are getting extra tense — 31 p.c of Trump supporters say politics have been a supply of better pressure with shoppers in 2024 than they keep in mind from 2020, in comparison with 21 p.c of Harris supporters who report the identical expertise.
Subsequent week, Intel will go deeper into the outcomes of the Inman-Dig Insights client survey, analyzing consumer behaviors and attitudes towards the actual property trade by means of the lens of assist for Harris and assist for Trump.
Inman Intel Index methodology notes: This month’s Intel Index survey was performed from Sept. 18 by means of Oct. 4 and acquired 441 responses. Your complete Inman reader neighborhood was invited to take part, and a rotating, randomized collection of neighborhood members was prompted to take part by e-mail. Customers responded to a collection of questions associated to their self-identified nook of the actual property trade — together with actual property brokers, brokerage leaders, lenders and proptech entrepreneurs. Outcomes mirror the opinions of the engaged Inman neighborhood, which can not all the time match these of the broader actual property trade. This survey is performed month-to-month.
