Wisconsin REALTORS® Association: Message from the CEO

Message from the CEO

Reimagining real estate: building trust and leading with innovation

 Tom Larson, WRA President & CEO  |    February 03, 2025
CEO24

The real estate industry is at an exciting crossroads. Rapid changes in consumer expectations, market dynamics and legal scrutiny present both challenges and opportunities. To remain leaders in our field, we must evaluate and modernize our practices and policies, ensuring they are logical, transparent and aligned with the needs of today’s consumers. By embracing change, we can enhance the real estate experience for our clients while strengthening the future of our profession.

The WRA is committed to leading this charge. Over the next year, the WRA board of directors will undertake a comprehensive evaluation of key real estate practices and policies. This effort aims to identify improvements that foster consumer trust, promote fairness and position REALTORS® as trusted professionals in an increasingly competitive landscape.

One focus area is agency relationships. Clearly defining the parameters of an agency relationship is critical to fostering trust and reducing disputes. For example, should REALTORS® working with buyers be required to act as buyer representatives by default, with an opt-out clause for alternative agency roles? Additionally, we’ll explore whether dual agency should be modified to reduce or eliminate conflicts of interest and ensure undivided loyalty to clients. These discussions will shape how we build confidence and transparency into our client relationships.

The board will also evaluate the National Association of REALTORS®’ Clear Cooperation Policy (CCP), which requires listing brokers to submit their listings to the MLS within one business day of public marketing and has sparked both support and criticism. As an alternative, should Wisconsin’s listing contract be revised to give sellers more detailed information about marketing options, empowering them to make decisions best suited to their goals?

The payment of referral fees between real estate licensees is another critical topic. In some states, the payment of referral fees has raised some legal concerns primarily tied to federal and state regulations, ethical considerations and consumer protection. These concerns have caused some states to provide additional clarity as to when referral fees between licensees can be paid and under what conditions.   

These topics represent just a snapshot of the work ahead. The WRA’s commitment to these discussions reflects a proactive approach to evolving our profession. By embracing innovation and accountability, we can help build a real estate industry that is more transparent, consumer-friendly and resilient to legal challenges. 

We will update you with the status of these discussions. Stay tuned.

Tom Larson
WRA President & CEO

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