Massive Agent Podcast – Episode 419

"2026 Predictions: The Biggest Winners, Losers, and Surprises Ahead"

Host: Dustin Brohm
Date: January 1, 2026

Episode Overview

In this special New Year's episode, host Dustin Brohm dives deep into his bold predictions for the real estate industry in 2026. He categorizes the coming year’s biggest winners, losers, and uncovers some surprises that agents and brokers should watch out for. The focus is on platforms, brokerage models, agent mindsets, and transformative AI tools—arming agents with actionable insight to navigate the new year. Brohm’s signature candor and humor set a motivating tone for agents looking to take control and thrive in a changing industry.

Key Discussion Points & Insights

1. The Importance of Data-Driven Reflection

• Review your previous successes.

  • Brohm urges agents to begin the year by reviewing the source of their last 10 deals. Identify where they came from—Zillow, social media, referrals—and double down on what already works.
  • Quote:

    “If you want to sell more homes this year, I just need to do more of that.” (07:08)

• Consistency in lead generation is everything.

  • Lack of control over leads leads to frustration and a rollercoaster business.
  • Solution: Build systems that bring in leads consistently.

2. Social Media Winners & Losers for 2026

• Biggest Winner: X (formerly Twitter)

  • Transforming to a “video first” platform with explosive user growth.
  • Features:
    • 8.3 billion daily video views (14:42)
    • Video posts get 22% more engagement
    • Creators get paid more here than other platforms, attracting top talent
  • Advice from Brohm:

    “If you’re not active on [X], get on there, just consume some stuff... But be careful, it’s easy to go down the negativity rabbit hole.” (16:12)

• Biggest Loser: Meta (Facebook & Instagram)

  • Plagued by buggy software and abysmal search, even though their audience is massive and you may still need to be present there (18:13)

• Brohm’s Strategy Advice:

  • Use the platform where your audience is, regardless of overall tech “winner”—focus on your niche.

3. Housing Market & Home Sales Predictions

• Brohm’s bold call: 5.5 million home sales in 2026
  • Optimism based on improving economy, anticipated rate reductions, and job/wage growth (22:46)

  • “I believe in 2026... we’re going to start to realize a lot of the positive economic growth... It’s going to have a positive, upward impact on home sales. That’s my prediction.” (23:10)

4. Major Business Deal Forecasts

• 2026 will likely see a major acquisition:
  • A tech giant (e.g., Google, Amazon) acquiring a major real estate player (like Zillow, or an iBuyer)
  • Traditional brokerages (like ReMax) are seen as unlikely targets due to debt and outdated models (27:10)

5. Brokerages: Winners & Losers

• Biggest Loser: Brick & mortar franchise brokerages

  • High overhead and limited ability to provide revenue share makes old models unsustainable (29:00)
  • Quote:

    “Their expenses are just this huge rope around the neck... there’s not that many buyers for a RE/MAX office or a Keller Williams office because there’s just not much profit in it.” (29:37)

• Biggest Winner: AI-powered, cloud-based brokerages

  • Models like EXP and Real that give agents a revenue share have a structural, financial advantage
  • Their lower overhead allows better agent compensation and integration of new AI tools (33:00)

6. Agent Mindsets: Winners & Losers

• Loser: The ‘shiny object chaser’

  • Agents who bounce from strategy to strategy, never sticking long enough to see results

  • “You stop three feet from gold... you needed to swing the pickaxe a couple more times and you would have hit it, but you gave up too soon.” (36:05)

• Winner: The committed agent

  • Those who choose a strategy, stick with it, and iterate for improvement

• Loser: “Reinvent the wheel” agents

  • Struggling solo and refusing to leverage blueprints or proven strategies

• Winner: “Playbook stealers”

  • Agents who shamelessly borrow strategies from those ahead of them, join coaching programs, or find mentors
  • Quote:

    “Just model the people who have done it and the playbook they followed. That’s it.” (39:58)

• Loser: Market blamers

  • Agents who blame high interest rates or the market, instead of adapting

• Winner: Agents who “do it anyway”

  • Those who take control of what they can influence, regardless of headwinds
  • Quote:

    “We all have the same tools available. Some of us choose to just freaking do it, some of us don’t.” (45:09)

7. Tech & Social Media Trends to Watch

• Least anticipated trend:

  • More commission-related lawsuits in the industry, driven by plaintiff attorneys, not consumer advocacy (49:31)

• Most anticipated social content trend:

  • Instagram carousel posts outperforming reels (for now); encourage a mix between the two (51:00)

• AI’s increasing role:

  • 2026 marks a milestone for AI automating not just marketing or admin, but core agent workload: prospecting, nurturing, even client qualification
  • Tools like “Hey Leo” will handle follow-ups and nurture leads, freeing agents to focus on high-level service and closing (53:05)
  • Quote:

    “You could work with 10 times as many clients in a month with that kind of productivity.” (56:09)

8. Events & Personalities to Watch in 2026

• Most anticipated events:

  • Forward (Vegas, July): Best for entrepreneurs
  • Rise (Real’s conference, October): Open to all, not just Real agents (01:01:43)

• Personality of the year:

  • Ryan Serhant—for his Netflix show, business, tech, and brokerage leadership
  • Tampa Bri—for breaking out on Instagram with unfiltered, authentic content
  • Quote (on Tampa Bri):

    “She just found something that she could do that was authentic to her and then she just stuck with it.” (01:03:25)

Memorable Moments & Quotes

• On platform choices:

  “You need to know where your audience is and then be there and post good stuff for them.” (20:50)

• On stubbornly refusing to invest:

  "What do you think is costing you more money? The $200 a month... or missing out for years because you wouldn’t invest?" (42:16)

• On market blame:

  “If you’re relying on someone else or some program to give [leads] to you, you don’t have any control. Like, they can cut it off or they can raise their prices… you’re just like on rented land.” (01:07:40)

• Advice heading into 2026:

  “If you just keep doing the exact same thing, you’re going to get more of the exact same results. So what are you going to do different?” (01:08:14)

Timestamps for Key Segments

• [07:08] — How to audit your past deals & double down on what works
• [14:42] — X/Twitter’s rise and why agents should pay attention
• [18:13] — Meta’s pitfalls and the current state of social platforms
• [22:46] — Housing market predictions and economic context
• [27:10] — Industry mergers & the likelihood of a big tech acquisition
• [29:00] — Brick and mortar brokerage model’s viability
• [33:00] — Revenue share cloud brokerages & AI integration
• [36:05] — Shiny object syndrome: why agents give up too soon
• [45:09] — Taking ownership, not blaming the market
• [49:31] — More lawsuits are coming, and why
• [51:00] — Carousels vs. reels: Instagram trends
• [53:05] — The next leap in AI tools for agents
• [56:09] — Scaling your business through AI-driven automation
• [01:01:43] — Top events: FORWARD and RISE
• [01:03:25] — Ryan Serhant and Tampa Bri: personalities to follow
• [01:08:14] — Final call to action: "What are you going to do different?"

Episode Takeaways

• Audit what works: Use your recent successes as your roadmap.
• Don’t chase every new thing—commit, iterate, and borrow from the best.
• Pay attention to the rise of X and AI-driven brokerages—those who adapt will gain market share.
• Move beyond market excuses—outcomes are controllable for action-takers.
• 2026 could see a transformative business deal, major AI disruption, and an escalation in commission lawsuits.
• Invest in yourself—find and follow proven blueprints to shortcut your learning curve.

Missed the episode or want the cheat sheet for the year? Start here, and you’ll know exactly where Brohm thinks agents should focus to make 2026 their best year yet.