FirstTeam’s Michele Harrington on Opportunities for Independent Brokerages
•March 2, 2026
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Why It Matters
Harrington’s approach illustrates how regional independents can compete with national consolidators by prioritizing agent retention, targeted AI-enabled tools, and hands-on coaching—strategies that could reshape recruitment, profitability and resilience in a turbulent market. The dispute over the NAR settlement also underscores regulatory and legal risks that could materially affect brokerage economics and competition.
Summary
First Team Real Estate CEO Michele Harrington says the 50-year-old regional brokerage has modernized by doubling down on an agent-centric strategy—her “be behind the agent” campaign drove a reported 98% retention and stronger conversions—while upgrading systems and rebuilding its tech stack around AI to support agents. Harrington criticized the NAR settlement for excluding many brokers and called litigation and a weak housing market the toughest challenges in the firm’s history, forcing a focus on productivity, recruiting and grit. She warned that technology alone won’t drive production; accountability, coaching and local service are central to sustaining independent brokerages amid consolidation. Harrington argues First Team’s small-shareholder structure lets it prioritize agents over shareholders, giving it a competitive edge against larger merged firms.
Original Description
In this episode of the RealTrending Podcast, Michele Harrington, CEO of FirstTeam Real Estate, discusses the evolution of her brokerage, the challenges faced in the current market and the importance of an agent-centric approach. She emphasizes the need for technology and accountability in supporting agents, while also addressing the impact of legal pressures on regional brokers. Michele shares her insights on defining growth in the industry and expresses optimism for the future of real estate as a viable investment for building wealth.
Here’s a glimpse of what you’ll learn:
Michele emphasizes the importance of being agent-centric in real estate.
The past few years have been challenging for many brokerages due to market downturns.
Legal pressures, such as class action lawsuits, significantly impact regional brokers.
Profitability should be prioritized over growth for sustainable success.
Creating value for agents is essential to attract and retain talent.
Technology should enhance agent productivity, but accountability and coaching are crucial.
Regional brokers have a unique opportunity to differentiate themselves in a consolidating market.
The real estate industry offers potential for generational wealth building.
Michele believes that the future of real estate is bright despite current challenges.
Flexibility and creativity are key for adapting to changing market conditions.
Related to this episode:
Michele Harrington's LinkedIn
FirstTeam Real Estate
The RealTrending podcast features conversations with the brightest minds in real estate. Every Monday, brokerage leaders, top agents, team leaders, and industry experts join us to share their secrets to success, trends, and the lessons they’ve learned. Hosted by Tracey Velt and produced by the HousingWire Content Studio.
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