Shifting consumer expectations are reshaping the real estate industry. Zillow’s 2024 Consumer Housing Trends report reveals that many buyers now prioritize speed, personalization, and transparency, often beginning the process so well informed that they can rival their agent’s knowledge. These consumer-driven shifts highlight why for brokerages, growth is no longer just about adding agents or offices, it requires leaders who can anticipate these demands and reshape strategy accordingly. That’s where Lori Muller comes in. With more than three decades of experience spanning every corner of the industry, she has built a career helping brokers transform disruption into opportunity. “When you’ve walked in the shoes of the agent, the broker-owner, and the executive, you develop this rare ability to anticipate changes and recognize opportunities before they surface,” says Muller, former U.S. President of a privately held, national real estate franchise organization.
Anticipating Change in a Shifting Market
Muller’s career has coincided with many of the industry’s pivotal moments, from market booms and contractions to the rise of digital platforms and now the growing influence of artificial intelligence. “Change in this industry is inevitable. With the right perspective, it becomes a catalyst for growth, not a roadblock,” she says. This mindset has never been more relevant. The recent announcement of the Compass-Anywhere merger — two of the top five major real estate brokerage brands in the United States — underscores a larger consolidation trend. The ripple effects of this “dynamic consolidation” across the industry will touch everything from MLS structures and listing access to the survival of smaller, community-based brokerages. “For mom-and-pop firms, these changes can feel daunting. But those who adapt, by embracing technology and thinking strategically, can come out stronger.”
The Core of Long-Term Brokerage Value
Muller likes to emphasize that mergers and acquisitions are not mere financial transactions, they’re about “people, culture, and legacy.” To position a brokerage for either acquisition or independent growth, she advises leaders to focus on three key areas: brand identity, scalable systems, and leadership depth.
- Strengthen brand identity beyond the numbers. “Too often brokerages underestimate how much brand clarity impacts their value. Buyers and agents are looking for a story, a culture, and a reputation they can scale,” Muller says. Strong community presence and a documented value proposition set brokerages apart in competitive markets.
- Build scalable systems. Growth exposes operational weaknesses in areas such as recruiting, compliance, or transaction management. “A lot of people in real estate excel on the relationship side but lack structure on the back end. Without systems, growth collapses under its own weight,” she warns. She encourages brokerages to implement AI-driven tools, virtual assistants, and clear performance indicators to build efficiencies that withstand expansion.
- Invest in leadership development. Muller highlights this as the most overlooked factor in valuation. “The strength of a brokerage isn’t just in its books, it’s in its bench. Investors and partners want to see leadership depth beyond the owner. When you have a team that carries the mission forward, you’re building a business with staying power.”
Technology as the Baseline, Not the ‘Nice to Have’
Technology is becoming a key way to respond to the latest wave of industry changes. For her, data transparency, AI tools, and digital-first experiences are no longer optional. “Consumers aren’t just buying a home, they’re buying an experience, and that experience needs to be fast and personalized.” Take video marketing, for instance. Once a nice-to-have, it’s now a necessity. “You look and sound the same on video as you do in person. The difference is reach,” she says. “Unless you’re still using your glamour shot from 1987, you need to embrace video.” Still, Muller stresses that technology is only part of the equation. “Technology drives efficiency, but leadership and relationships drive loyalty and trust,” she says, encouraging leaders to surround themselves with strong talent.
Building Resilience for the Future
Muller views her role as one that helps brokers see beyond immediate challenges and develop strategies that keep them resilient. “The mergers and acquisitions we’re witnessing aren’t just about scale, they’re reshaping how communities connect and how professionals deliver value,” she says. By aligning strong brands, scalable systems, and empowered leaders, brokerages can do more than thrive in shifts in the market. “My job is to help leaders step into the future with confidence, not fear. When you see change as a catalyst, it unlocks growth you might never have thought possible.”
For more insights from Lori Muller, connect with her on LinkedIn.
