Troy Palmquist and Lauren Hens examine how leading independent brokerages are leveraging speed, brand discipline, and agent-centric operating models to gain talent and market share even as consolidation accelerates.
Every time a major merger occurs, the same questions resurface across the industry. As major brokerage brands grow even bigger, can independent brokerages still compete?
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When it comes to the best indies, the answer is a resounding yes. That’s because the advantages of indies remain: lean operations that are responsive to the market and able to make decisions in real time.
5 ways indies can win
Here are five strategic advantages that indies share and why they’re built to compete with today’s giant brokerages.
1. Indies can make agent-centric decisions in real time
Recruiting becomes easier for independent companies because they can tailor each offer to the agent in front of them, rather than being stuck with traditional programs and hiring policies. This means production goals, role, trajectory, and compensation are all considered when indie brokers hire top agents.
In contrast, for large national brands, standardization is key, even across regions, brands, franchises and corporate models. Deviations from the “norm” cause internal friction, not to mention legal and public relations issues.
The thirst for mergers and acquisitions makes this even clearer, as brand clarity and culture become blurred and consolidated as intermediaries scale. Look at what happened when Climb, a great indie company, was acquired by Coldwell Banker and despite initially having the best intentions, ended up going bankrupt.
2. Indies can use their speed, agility and lack of bureaucracy to jump on hyperlocal trends
Like the best startups, indie companies are nimble enough to come up with a “minimum viable product,” quickly run small tests, launch a campaign in a day, and fail (or succeed) quickly, even as markets change and neighborhoods develop. That means micro-marketing campaigns tailored to the moment, rather than a quarterly marketing calendar from above.
Independent companies can quickly build campaigns around topics like school rezoning, new employer announcements, short-term inventory pockets, and the volatility of the apartment market, and launch campaigns before national brands decide who owns the deliverables.
While major brokerages are still holding meetings to decide which committee will initiate stakeholder alignment, independent brokerages can then pivot and refine the same campaigns in response to feedback and analysis.
Additionally, as independent companies create their own operating strategies, they can incorporate weekly training, communications, management roles, FAQs, vendor calls, and other follow-through needed to implement the new strategy. Fixed communication and strong implementation help you stay on top of trends without losing people to “change fatigue.”
3. Indies can develop unconventional and impactful marketing strategies.
Rather than being led by a single personality at the top of the bureaucracy, multiple agents serve as brand ambassadors for an indie brokerage, allowing new hires and agents who resonate with consumers to expand their unique sphere of influence.
Rather than making marketing just a budget item, it can be better integrated and customized for each agent, making it more personalized and more easily available. Compare this to a national campaign flowing from a marketing director at corporate headquarters. Impersonal, generic, and undifferentiated.
4. Indies can differentiate without losing influence.
Whether it’s recruiting or consumer marketing, big brands need to be “all things to all people.” This is the opposite of the more focused indie philosophy of “If your brand is for everyone, then it’s for no one.”
“I believe in the philosophy of attracting the few and repelling the many,” Lauren said. “If you attract agents who resonate with your values and treat it as a true partnership, you can grow together. Don’t attract branded rental companies.”
Because independent companies appeal to a narrow market with direct access to feedback, they are better able to strengthen their branding and focus on a niche or a small number of niches that particularly resonate with local consumers. You can then continue to refine your branding until you’ve optimized it for your target market.
5. Indies enjoy three “unfair advantages” that increase UVP
When it comes to recruitment and retention, independent companies offer a significantly better agent experience. Leadership comes at the operational level, business planning is practical, and career paths can be met where agents are: as new agents, team leaders, or future broker owners.
Consumers benefit from brand clarity and niche-focused services. Indies can tailor their experiences to their target customers and leverage their professional networks and local identities to create authentic marketing and optimal outcomes.
Relentless curiosity about client experience and agent processes drives innovation, and indies are uniquely positioned to iteratively improve agent recruitment and client outcomes. Indies win when they build for agents who raise the bar and for their most loyal and engaged clients.
A dialed-in brand and the autonomy to deliver on that promise allows independent brokerages to succeed in any market. As big brands expand into the stratosphere, indie personalization and agility will become even more of a competitive advantage.
Throughout this month, we are focusing on ‘New Mediation Strategies’. How securities companies operate in 2026 will be no different than before. From corporate giants to finicky indies, we map the new playing field and talk to brokerage leaders across the country about what’s working now and what’s next.
Troy Palmquist is the founder and president of HomeCode Advisors. Connect with him on LinkedIn.
Lauren Hens is vice president. FirstTeam Marketing and Strategic Initiatives. You can connect with her on Instagram and LinkedIn.
