Smokey Garrett on real estate’s next chapter: The market, AI and the value of the agent

The housing market may feel stalled, but Smokey Garrett, founder and operating principal of the GO Network at Keller Williams, says it’s still moving — just under a different set of rules. After years of ultra-low mortgage rates and fast-paced sales, buyers are hesitating over affordability and sellers are adjusting their expectations. Demand hasn’t disappeared as people are still searching and making major life moves. The agents finding success are slowing down, helping clients understand their options and replacing uncertainty with clear guidance.

For brokerages, growth is about more than recruiting agents. Garrett’s team looks at market share, profitability, adoption of agent tools, and especially how many individual agents are actually productive. He sees scale as a local advantage, not simply a matter of having agents spread across the country. As consumer expectations evolve, he argues, agents need to offer value beyond the transaction and become trusted “home advisers.”

Garrett also sees AI as a way to make the business more efficient — but not a substitute for relationships. It can help agents work smarter and give brokerages faster access to insights and support, while the human connection remains essential. And as MLSs reconsider their role, he says brokers and agents should have a stronger voice in how the industry’s data is managed and monetized. The larger challenge, in his view, is to adapt together and make sure the industry’s value is clear to consumers.

Here’s a glimpse of what you’ll learn:

Buyers and sellers are navigating uncertainty, but underlying housing demand remains active.

Agents can stand out by slowing down, explaining the options and helping clients make confident decisions.

Strong brokerages track market share, profitability, tool adoption and agent-level productivity — not just headcount.

Local market presence matters more than broad scale without meaningful influence in a community.

Agents who use AI to improve efficiency while protecting client relationships may be better positioned to succeed.

Garrett believes brokers and agents should help shape how MLS data is stewarded, shared and monetized.

Recruiting and retention reinforce each other when productive agents are succeeding and attracting like-minded talent.

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