Many of us have been asking what NAR plans to do next and how it intends to support the industry during slower market conditions and increased scrutiny.

After attending this year’s convention in Houston, it became evident the organization is working hard to steady itself after a challenging period and is putting forward a plan built around member needs, improved communication, and a stronger value proposition.

Based on what was shared with the press and the strategic documents provided, NAR is aiming to address those questions directly. The goal of this article is to give you a concise and honest look at what NAR hopes members will understand about their new plan.

NAR’s Updated Strategic Direction

One of the most encouraging points emphasized in Houston is that their new strategic plan was built from extensive member input. NAR says it collected feedback from more than 150,000 voices across the country. The result is a roadmap that focuses on strengthening member value, increasing transparency, and modernizing how the association operates.

From NAR’s materials and presentations, three themes stood out.

1. A renewed focus on real, everyday member value

NAR is positioning the next three years around helping professionals succeed in their day-to-day work. This includes more meaningful advocacy, better tools, more accessible market insights, and programs designed to meet the realities of today’s business climate. For members, this translates into clearer benefits, improved resources, and support that feels more relevant to what is happening in the market right now.

2. Modernizing how the association works

NAR acknowledged the need to operate with greater efficiency, accountability, and responsiveness. Improvements in ethics, governance, technology, and internal systems are all part of the plan. The intention is to create a smarter, more service-driven organization that can adapt quickly and deliver the high-level support members expect.

3. Strengthening the REALTOR® brand and public trust

NAR is placing renewed emphasis on raising standards and reinforcing the professionalism of its members. At a time when the industry is evolving rapidly, public trust is critical. By focusing on education, conduct, and consumer understanding, NAR hopes to reinforce the value and credibility that the REALTOR® name carries.

All of these themes are supported by 24 specific initiatives, each with performance measures that NAR says will be tracked and communicated to members. This commitment to measurable progress is intended to give members clearer visibility into how their association is delivering value.

Why this plan matters for members

The timing of this strategic plan is important. The market has been tight, transaction volume has been down, and real estate professionals have been navigating more pressure with fewer active deals. Many of you have shared frustration about unclear communication, shifting structures, and questions about the future of the association.

NAR’s plan aims to address these concerns by refocusing on the fundamentals that matter most to the working real estate professional. Better tools. More transparency. Stronger advocacy. A modernized organization that understands the realities of today’s business environment. While no plan is perfect, the message in Houston was clear. NAR wants to earn back the trust of its membership and demonstrate tangible value in return for annual dues.

Looking ahead

While challenges remain, NAR’s leadership presented this plan as its reset point. For members, the takeaway is that the association is acknowledging past concerns and responding with a structured plan aimed at improvement. If NAR follows through on what it outlined, members should see stronger support, clearer communication, and more meaningful benefits as the market works toward recovery.

For those who want to review the details firsthand, NAR has published the strategic documents and press release here:

• NAR Strategic Plan Press Release
  
• Full 2026 to 2028 NAR Strategic Plan