Mickey Neuberger

During a year when commission restructuring risked upending buyer agency, Mickey Neuberger made sure to champion buyer agents (and spotlight those they help) in Realtor.com®’s 2024 messaging.

Neuberger, who feels that agents are being called upon to “communicate their value,” set out to do just that for buyers agents in an “overwhelming” ad campaign first launched in April 2024. The campaign includes key materials such as a 111-item checklist of everything buyer agents help their clients do, emphasizing the importance of their role. The campaign also draws on the intersectionality of home-buying.

“With the changes taking place within the industry, there’s a risk that vulnerable individuals—particularly those with limited experience or means—could struggle to access or pay buyer’s agents during the home-buying process,” says Neuberger. “That could close the door to generational wealth for BIPOC, AANHPI, Hispanic, LGBTQ+ people, first-time, Veteran and lower-income buyers.”

The Realtor.com® campaign focused on how first-time buyers are the ones who most need the guidance of a buyer’s agent, and how buyers’ agents help future homeowners from those underprivileged groups realize the American dream.