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Agent Loyalty in a Shifting Brokerage World: Questions to Ask Before You Sign

hhomebuyers

2026-02-15

11 min read

Facing brokerage conversions and leadership shakeups? Use these 12 smart questions to vet agent loyalty, commission transparency and service guarantees before you sign.

Agent Loyalty in a Shifting Brokerage World: Questions to Ask Before You Sign

Hook: You're ready to buy or sell, but headlines about brokerage conversions and CEO shakeups have you worried: will your agent still have the resources, attention and incentives to get your deal done? In 2026, when brands fuse, leaders shuffle and tech platforms consolidate, asking the right questions up front protects your timeline, price and peace of mind.

The problem today — why loyalty matters more than ever

Over the past 18 months (late 2024 through early 2026) the residential brokerage landscape accelerated consolidation and brand movement. Large franchise chains and national brokerages have been recruiting teams and acquiring offices, while regional firms reposition under new leadership. Two notable examples from recent months: the appointment of Kim Harris Campbell as CEO of Century 21 New Millennium (with the founders moving to board roles), and the conversion of two major Toronto Royal LePage firms to REMAX, bringing roughly 1,200 agents and 17 offices into REMAX's fold. These moves promise bigger marketing engines and tech investments—but they also create transitional risk.

For buyers and sellers, that risk shows up as:

shifts in marketing budget or strategy mid-listing;
agent distraction during conversion or leadership transitions;
changes to commission splits, referral flows or lead ownership; and
lost institutional memory when senior leaders change roles.

What you can expect from 2026 trends

Expect consolidation and tech centralization to continue in 2026. Brokerages are investing heavily in AI-driven lead scoring, automated listing syndication and national media buys. At the same time regulators and consumer advocates are still pushing for greater commission transparency and clearer disclosures around who owns buyer leads after a conversion.

That creates a split benefit: bigger national resources for clients who continue to receive focused local service—if the agent stays loyal and the brokerage keeps promises. Your job is to verify both before you sign.

Key areas to probe: what agent loyalty really looks like

Use these four categories—loyalty, resources, commission, transition risk—to structure your conversation. Below are specific, actionable questions to ask an agent and their brokerage, plus what to watch for in answers.

1. Questions about agent loyalty and commitment

Agent loyalty is not just a promise; it is observable through time commitments, communication plans and written guarantees. Ask these:

How long will you be working directly with me? (Look for an explicit timeframe and whether the agent delegates to teammates.)
Are you staying with this brokerage if it converts or if leadership changes? (Get specifics—have they signed a new affiliation agreement?)
Who will cover for you if you are unavailable? (Require names, roles and contact info for support staff or partners.)
Can I get our communication plan in writing? (Expect frequency, channels and escalation steps.)
Do you have a written service agreement or buyer/seller plan? (This should outline deliverables, marketing, open house frequency and reporting cadence.)

Red flags: evasive answers about staying with the brokerage, vague descriptions of who covers for them, or refusal to put a communication plan in writing.

2. Questions about brokerage resources and marketing muscle

Brokerage-level resources are the main reason agents change affiliations: brand reach, advertising budgets, tech stacks and lead distribution. Probe these to understand service quality after a conversion or leadership change:

What specific marketing services does the brokerage provide to my listing? (Ask for examples: professional photography, staging credit, paid social/media budgets, national listing exposure.)
Who pays for marketing? What’s included vs. extra? (Get dollar estimates for paid ads, video tours, syndication fees.)
How are buyer leads generated and allocated? (Understand whether leads are local to your agent or pooled.)
What tech tools will my agent use (CRM, pricing tools, AI valuation)? (Ask for screenshots or short demos if needed.)
How will the brokerage support complex transactions? (Escrow, legal, relocation, commercial referrals.)

Watch for: generic claims of “best-in-class marketing” without budgets or examples. After conversions, some offices see temporary drops in paid advertising while systems migrate—ask for transition timelines.

3. Commission questions — transparency and negotiation

Commission practices vary and are a common conflict zone during brokerage moves. You should understand both the agent’s take and the brokerage’s policies.

What is your proposed commission structure? (Ask for precise percentages and what they cover.)
How is that commission split with the brokerage? (Knowing the split helps you assess incentives.)
Are there any additional fees (transaction fees, admin fees, marketing fees, desk fees)? (Request all fees in writing.)
If my agent switches brokerages mid-contract, does my listing contract remain valid? (Contracts vary—get written confirmation.)
Are rebates, credits or seller-paid incentives possible? (Some brokerages allow marketing credit or closing cost contributions.)

Tip: Commission is negotiable. In 2026, more buyers and sellers are asking for itemized commission breakdowns tied to services. Agents who refuse to provide details likely want to hide variable practices.

4. Questions about leadership changes and conversion impact

When a brokerage names a new CEO or converts an office, services can improve—or be disrupted. Use these targeted questions:

Has the brokerage recently changed leadership or completed a conversion? (If yes, ask for dates, transition plan and agent retention rates.)
How will the conversion affect my listing’s marketing and lead servicing? (Get specifics on timeline and temporary outages.)
Are there contractual protections if promised resources are delayed? (Ask for service-level commitments.)
Who is the local brokerage manager now, and what is their background? (Local leadership continuity matters for closing support.)
Can I speak with a seller/client who listed during a recent conversion? (A candid client reference is revealing.)

Practical example: After the late-2025 conversions in Toronto, several sellers reported bigger national ad placements but also a two-week delay while CRM data migrated. Sellers who had a written marketing timeline experienced far less anxiety—proof that documentation matters.

Sample script: Ask these 12 questions on a first call

Use this short, high-impact script to evaluate agents quickly. Read it aloud or email it in advance.

“Who will be my primary contact and their backup? Please provide names and phone numbers.”
“Is your office or brokerage undergoing any leadership change, merger, or conversion now or planned in the next 12 months?”
“If a conversion happens while my property is listed, what marketing and lead processes will change?”
“Please itemize the services included in your listing fee and any additional fees I should expect.”
“What is the exact commission percentage you propose, and how is it split?”
“Can you share two recent case studies of similar homes you sold—before and after any brokerage change?”
“What marketing budget will you spend on my listing? Are paid ads included?”
“Who owns the buyer leads generated during our relationship?”
“What’s your contingency or exit plan if you leave the brokerage mid-contract?”
“Please send a written communication plan and a sample marketing timeline.”
“Can I see a copy of your affiliate/agency agreement and the listing contract in advance?”
“Can you provide recent client references who went through a brokerage change?”

Interpreting answers: what to accept and when to push back

Not all equivocal answers are dealbreakers; some are honest reflections of transition complexity. Here's how to interpret common responses.

Acceptable responses

“We’re converting, and here’s a 30–60 day transition timeline plus a documented fallback plan.” — good if specific.
“Marketing budgets may increase after conversion; here’s what we’ll do now and what additional exposure we can add later.” — reasonable if staged.
“We’ll provide written service-level commitments and a dedicated backup agent during any absence.” — trustworthy practice.

Push back when you hear

Vague timelines (“we’ll be fine”) without documented details.
Refusal to disclose fees or splits in writing.
Dodging questions about lead ownership after a conversion.
High turnover or an immediate plan to transfer your listing to a team lead you’ve never met.

Legal and contractual protections — what to add to your listing or buyer agreement

Work with your agent to include simple clauses protecting you during transitions. Consider adding:

Service-level addendum: A short, itemized list of marketing deliverables and timelines.
Transition notification clause: Requirement that you be notified of any leadership or ownership change within X days.
Marketing spend guarantee: If the brokerage promises a minimum ad spend, get it in writing.
Lead ownership statement: Clarify who retains buyer leads generated during the listing period.
Exit and assignment clause: Define what happens to your active listing if the agent changes brokerages.

These are commonly accepted addenda and can often be negotiated into a standard listing agreement.

Real-world mini case studies: lessons from 2025–2026

Case 1 — Toronto conversion (2025): A seller listed with a Royal LePage-affiliated office the week before it converted to REMAX. The agent informed the seller about the conversion, provided a two-week data migration timeline and increased the paid social budget post-conversion. Result: the listing received wider national exposure and sold at list price, but the seller faced two short reporting delays during migration. Lesson: documented transition plan and a marketing boost mitigated temporary friction.

Case 2 — Leadership change at a regional brand (late 2025): After the announcement of a new CEO at a regional firm, several experienced local managers were reassigned. One seller reported reduced responsiveness from the brokerage’s support team, which extended closing by 10 days. When the seller requested a written SLA and escalation contacts, the brokerage promptly provided both and resolved the issue. Lesson: early escalation and written expectations prevent small problems from becoming closing nightmares.

Future-proofing your decision in 2026 and beyond

Here are advanced strategies to ensure loyalty and consistent service even as the industry changes:

Ask for periodic written performance reports: Monthly marketing reports and lead sources tied to spend make transition impact visible.
Hold marketing dollars in escrow (for large campaigns): For high-value listings, request that paid ad dollars be held and released on milestones. See recent regulatory guidance on consumer protections in 2026.
Request a local service commitment from the brokerage: If the brand is national, request a signed commitment from the local office manager guaranteeing on-the-ground support.
Insist on lead portability terms: Clarify how buyer leads will be handled if the agent or team moves.
Use short-term exclusive listings: If you’re unsure, consider a 30–60 day exclusive with performance benchmarks before committing to a longer term.

Red flags that should end the conversation

Refusal to provide a written communication or marketing plan.
Automatic assignment clauses that shift your listing without consent.
Non-disclosure of fee structures or commissions.
No clear backup coverage for agent absences.
Hostile or evasive responses when you ask about recent leadership changes or conversions.

"A great agent represents both market knowledge and a reliable support system—especially when the brokerage is changing. Ask for specificity; insist on documentation."

Actionable checklist — what to do now

Schedule interviews with 2–3 agents and use the 12-question script above.
Request and compare written marketing plans and itemized fee schedules.
Ask for client references who listed during a brokerage conversion or leadership change.
Negotiate addenda securing marketing deliverables, notification timelines and lead ownership terms.
Include contingency language in your contract that allows exit or reassignment if agreed service levels are not met within a specified timeframe.

Final takeaways — how to balance brand benefits with local loyalty

In 2026, national brands and consolidated platforms often deliver better ad reach and tech. But your outcome depends on two things: the agent’s ongoing commitment and clear, written promises from the brokerage. Use the questions and scripts in this guide to convert uncertainty into contractual protections and measurable expectations.

Keep your focus on three simple metrics when choosing an agent in a shifting brokerage world:

Specificity: Are the agent’s answers concrete or generic?
Documentation: Do promises appear in writing and in the contract?
Evidence: Can they show recent results, especially during recent transitions?

Need help vetting agents or reviewing clauses?

If you want a second pair of eyes on an agent agreement or a list of local agents pre-vetted for stability and service in 2026, we can help. Send us the listing agreement or agent answers and we'll provide a concise risk assessment and a recommended clause package you can present to your agent.

Call to action: Ready to interview agents with confidence? Download our free 12-question printable checklist and sample contract addendum tailored to 2026 brokerage transitions, or submit your draft listing agreement for a free 48-hour review. Protect your sale or purchase before you sign.

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