Step 1: Press releases touting quotes from executives at both companies highlighting the “benefits” of uniting these brokerages. The reality? A Wall Street–backed conglomerate is taking over a rival that previously sued them for alleged predatory agent poaching, price-fixing, and illicit business practices. This isn’t exactly a “When Harry Met Sally” moment.
Step 2: Agents are being reassured that nothing will change — it’s “business as usual.” But let’s be honest: takeovers are made to create change. Bean counters on the East Coast are projecting more than $225 million in annual cost savings within three years of the deal closing.
Step 3: As cost-cutting and consolidation continue, differentiation fades. Brands blur together. In time, both agents and consumers will take notice — and specialized, boutique brokerages will stand out even more.
