(Disclosure: Rose Law Group represents Meritage Homes.)
By Vincent Salandro | Builder
Meritage Homes is shaking things up with its first significant strategy shift in eight years, and working more closely with Realtors is at the heart of its plan.
CEO Phillippe Lord says deepening relationships with Realtors is the largest shift for the builder’s evolution. It comes just as the National Association of Realtors (NAR) changes its rules to accommodate antitrust regulations, making it easier for buyers to choose their representation and the prices they pay Realtors for their help.
“We view the home buyer as the Realtor’s customer and the Realtor as our customer, as most potential home buyers have engaged with a Realtor before they ever connect with us,” Lord tells BUILDER.
“We know and embrace that Realtors are a trusted resource for potential customers, particularly first-time buyers. We are leaning into our Realtor relationship and can see a scenario where we are close to 100% co-broker participation, paying local market-rate commissions.”
