A recent NAR survey highlights how US agents are accelerating their adoption of AI and digital tools. But this isn’t just about technology for technology’s sake. In the US, the pace of change is being driven by a seismic shift in how buyer agents earn their commissions—a direct consequence of the recent NAR commission lawsuit ruling.
The US Shift: Agents Must Add Value or Risk Losing Out
The NAR settlement has fundamentally changed the game for US agents. As detailed in this Yahoo Finance article, sellers are no longer obligated to pay the buyer’s agent commission. This means buyer agents must prove their worth to clients, playing a much bigger role: advising, negotiating, and guiding buyers through increasingly complex transactions. To survive, buyer agents are wearing more hats and leveraging digital tools to deliver tangible value at every step.
Lessons for Portugal & Beyond
While agents in Portugal aren’t directly competing with their US counterparts, there’s a lot to learn from this shift. Buyer representation is on the rise here, especially as both international and local buyers expect higher standards of service and transparency. By taking cues from the US and embracing AI-powered tools, Portuguese agents can:
- Deliver tailored, data-driven property recommendations.
- Streamline paperwork and communication for a seamless buyer journey.
- Provide real-time insights and transparency throughout the process.
- Build client loyalty.
And as we see in other European markets, the agents who adapt quickly to these expectations are the ones who will stand out.
The Tech Factor: It’s Not Just About Having Tools, It’s About Having the Right Tools
The necessity of adopting technology is clear, but not all tech is created equal. Agents in Portugal need to look beyond flashy features and focus on solutions that genuinely move the needle for their clients and their business. The right technology should:
- Simplify daily workflows, not complicate them.
- Provide actionable insights that help agents serve buyers better.
- Enhance collaboration and communication with clients and partners.
- Demonstrate clear ROI through time savings, improved client satisfaction, and increased deal velocity.
Choosing platforms that deliver tangible value is what will set leading Portuguese agents apart, helping them not just keep up, but get ahead. This lesson is echoed across other European markets as well.
Data: Buyer Representation Is Growing in Portugal
Although buyer agency has traditionally been less common in Portugal compared to the US, it’s gaining traction. International buyers, in particular, are driving demand for dedicated buyer agents who can advocate for their interests and provide expert guidance. This trend is mirrored in other European markets where buyers are seeking more professional representation and transparency.
The Opportunity for Agents in Portugal
This is the moment for Portuguese agents to step up. By adopting the kind of AI-driven platforms now standard in the US, agents here can:
- Differentiate themselves in a crowded market.
- Build trust and loyalty with increasingly sophisticated buyers.
- Justify their commissions by delivering true, measurable value.
PropWise: Enabling Agents to Lead the Change
At PropWise, we’re committed to helping agents embrace this new era. Our platform equips real estate professionals with the tools they need to add real value, just as the NAR ruling now demands in the US, and just as buyers in European markets are beginning to expect.
The future of real estate is about more than transactions. It’s about partnership, service, and innovation. Let’s make sure we’re leading, not following.
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