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Troy Palmquist and Lauren Henss break down how the best independent brokerages are using speed, brand discipline, and agent-centric operating models to win recruiting and market share — even as consolidation accelerates.

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Every major merger reignites the same question across the industry: Can independent brokerages still compete as the big brokerage brands get even bigger?

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For the best indies, the answer is unequivocally “yes.” That’s because the indie advantage — leaner operations that are more responsive to the market and able to make decisions in real time — haven’t changed.

5 ways indies can win

Here are the five strategic advantages indies share and why they’re still built to compete with today’s mega-brokerages.

1. Indies can make agent-centric decisions in real time

Recruiting comes easier to indies because they can tailor each offer to the agent in front of them rather than to the legacy program and hiring policies they’re stuck with. That means production goals, role, trajectory and compensation are all on the table when an indie broker is recruiting a high-performing agent.

By contrast, for large national brands, standardization is the point, even across regions, brands and franchise versus corporate models. Deviations from the “norm” create internal friction, not to mention legal and PR issues.

The hunger for mergers and acquisitions makes this even more evident, as brand clarity and culture get blurred and combined over time as brokerages scale. Just look at what happened when a stellar indie, Climb, was acquired by Coldwell Banker and, eventually, folded, despite the best intentions in the beginning.

2. Indies can use speed, agility and a lack of red tape to jump on hyper-local trends

Just like the best startups, if the market changes or a neighborhood takes off, indies are nimble enough to come up with a “minimum viable product,” run small tests fast, launch a campaign in a day and fail (or succeed) fast. That means micro-marketing campaigns that match the moment, not a quarterly marketing calendar from on high.

Indies can build a fast campaign around a school rezoning, a new employer announcement, a short-term inventory pocket, a condo market wobble — and get it up before a national brand even decides who owns the deliverable.

While a big-box brokerage is still having a meeting to determine which committee will start aligning stakeholders, an indie brokerage can then pivot and refine that same campaign in response to feedback and analytics.

In addition, because they create their own operational playbook, an indie can plug in the weekly trainings, communications, admin roles, FAQs, vendor calls and other follow-through needed to implement a new strategy. Locked-in communication and robust adoption allow them to capture trends without losing people to “change fatigue.”

3. Indies can deploy unconventional and high-impact marketing strategies

Instead of being led by one corporate personality at the top of a bureaucracy, multiple agents can act as brand ambassadors for an indie brokerage, allowing those who resonate with recruits and consumers to develop their own sphere of influence.

Instead of becoming just another budget line item, marketing can be more effectively integrated and individualized for agents so that it’s more personalized and more readily available. Contrast that with a national campaign flowing down from a marketing director at corporate HQ: impersonal, generic and undifferentiated.

4. Indies can differentiate without losing leverage

Whether in recruiting or consumer-facing marketing, big box brands have to be “all things to all people.” That’s the opposite of an indie’s more focused philosophy: “If your brand is for everyone, it’s for no one.”

“I believe in the philosophy of attracting the few and repelling the many,” Lauren said. “Attract agents that resonate with your values, that treat it as a true partnership, and you will both grow together. Don’t attract brand renters.”

Because they’re appealing to a narrower market with boots-on-the-ground access to feedback, indies are better equipped to dial in their branding and focus on a niche or a few niches that particularly resonate with their local consumers. They can then continue to refine until they’ve optimized their branding for their target market.

5. Indies enjoy 3 ‘unfair advantages’ that enhance their UVP

When it comes to recruiting and retention, indies offer a notably better agent experience. Leadership is available at the operational level, business planning is hands-on, and career paths meet agents “where they’re at” — new agent, team leader or future broker-owner.

Consumers benefit from brand clarity and niche-focused services. Indies can tailor experiences to their target clients and leverage their professional network and local identity to create authentic marketing and optimal outcomes.

Constant curiosity about client experience and agent processes fuels innovation, and indies are uniquely positioned to iterate and improve agent adoption and client outcomes. Indies win when they build for agents who raise the bar and for their most loyal and engaged clients.

A dialed-in brand and the autonomy to keep its promises allow an indie brokerage to succeed in any market. As the big brands scale into the stratosphere, the personalization and agility of indies will become even more of a competitive advantage.

All this month, we’re focused on The New Brokerage Playbook. Running a brokerage in 2026 looks nothing like it used to. From major players to scrappy indies, we’ll map the new playing field and talk with brokerage leaders across the country about what’s working now — and what’s next.

Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.

Lauren Henss, is the VP. Marketing and Strategic Initiatives for FirstTeam. You can connect with her on Instagram and LinkedIn.

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