With the 2024 presidential race among the many tightest in reminiscence, tons of of brokers and brokers advised Inman the actual property business is encountering prickly conditions amid a contentious election.
This report was initially revealed on Oct. 21, 2024, completely for subscribers of Intel, the info and analysis arm of Inman. Subscribe to Inman Intel for a deeper evaluation of the enterprise of actual property.
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, presents 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 circumstances of political rigidity 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 convey up politics, in comparison with just one in 5 who say their shoppers by no means elevate the subject.
In late September and early October, tons of of brokers and brokerage leaders shared with Intel who they plan to help in November, and what their expertise has been with shoppers and brokerage group members.
Their responses make clear an business that sometimes bends over to keep away from private disagreements getting in the way in which 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 — generally diverge.
Learn the total breakdown within the report under.
The agent-client relationship
Whether or not it occurs at a exhibiting or in one other setting, it’s clear that many brokers run into shoppers who’re loose-lipped about their political views, 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 advised Intel that election speak 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 seen a change, those that noticed the strain 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 come back up whereas on a exhibiting with a shopper.
That stated, regardless of occasional circumstances the place rigidity bubbles underneath the floor, brokers of all political stripes are likely to handle the state of affairs slightly than stoke battle.
- Solely 2 % of agent respondents stated they really feel comfy weighing in after a shopper shares a political opinion with which they disagree.
- However, 48 % of agent respondents stated they “almost always” preserve their opinion to themselves when their shopper shares a political opinion that doesn’t align with the agent’s beliefs.
Nonetheless, this leaves the door open for political conversations of a special nature: one the place a shopper raises some extent that the agent agrees with.
- 23 % of agent respondents advised Intel that after they be taught their shoppers share their views, the agent then feels comfy weighing in with their very own opinions.
- However a share almost as massive — 18 % — will virtually all the time avoid sharing political views even after they suppose their shoppers may agree with them.
However this type of shopper 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 typical matter of dialogue on the brokerage stage.
- About 1 in 3 brokerage leaders who replied to the Intel Index in September stated that their brokers sometimes convey up politics, vs. 1 in 7 who say their brokers virtually by no means convey up the subject.
Inside the partitions of the brokerage, nonetheless, 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 % of brokerage chief respondents advised 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 % of brokers who stated the identical of their interactions with shoppers.
- An analogous share of brokerage leaders — 20 % — advised Intel that they really feel comfy weighing in to disagree with an agent’s political opinion, in comparison with the 2 % of brokers who say the identical of their shopper interactions.
This freer angle is smart. The broker-agent relationship is way 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.
Apparently, some brokers imagine that this election has been much less disruptive on the brokerage stage than the competition in 2020.
- 11 % of brokerage leaders advised Intel that this election has positioned much less pressure on the broker-agent relationship than they keep in mind taking place in 2020.
- Nonetheless, these leaders are outnumbered by the 25 % who stated this election has precipitated extra rigidity than final time, and the 63 % who stated it’s been about the identical.
These takeaways mirror basic situations each throughout the brokerage and out within the subject.
However Intel additionally discovered distinct variations in the way in which 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 shopper 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 views — 23 % of Harris supporters say they understand their shoppers are extra conservative than they’re, in comparison with solely 11 % 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 convey up politics — 11 % of Harris supporters report feeling such rigidity, whereas solely 3 % of Trump supporters say the identical.
In the meantime, some patterns of conduct 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 convey up politics with them — 51 % of Trump supporters say this of their shoppers, in comparison with solely 45 % of Harris supporters. On a associated observe, solely 15 % of Trump supporters say their shoppers by no means convey up politics, in comparison with 26 % of Harris supporters who say the identical.
- …and extra prone to report that political interactions with shoppers are getting extra tense — 31 % of Trump supporters say politics have been a supply of higher rigidity with shoppers in 2024 than they keep in mind from 2020, in comparison with 21 % of Harris supporters who report the identical expertise.
Subsequent week, Intel will go deeper into the outcomes of the Inman-Dig Insights shopper survey, inspecting shopper behaviors and attitudes towards the actual property business via the lens of help for Harris and help for Trump.
Inman Intel Index methodology notes: This month’s Intel Index survey was performed from Sept. 18 via Oct. 4 and acquired 441 responses. All the Inman reader neighborhood was invited to take part, and a rotating, randomized number 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 business — 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 business. This survey is performed month-to-month.
