Brokers aren’t the problem. But the model is under pressure.
I work with brokers every day. I rely on them. The good ones? They’re indispensable.
They know the market, fight for clients, shout about brands and unlock opportunities no search platform ever could.
But let’s not ignore what’s happening:
- The digital lead model is collapsing
- Clients are questioning commission-based fees
- AI and aggregators are changing the game
This isn’t about cutting brokers out. It’s about levelling them up.
The future broker is a partner, not just a lead generator. They’ll be valued for insight, not just for throwing leads at everything and hoping something will stick . For helping shaping strategy, not just copy and pasting options.
As operators, we have a role to play too:
-Being transparent with pricing
-Supporting brokers with real tools, not just stock PDFs
-Rewarding long-term partnerships, not just quick wins
If your only differentiator is SEO , you’re already being replaced.
I think that is spot on James - the best brokers are already partners and work as such. Clients will always need intermediary insight and that will never go away. My article is more about the fact that the model will have to change to address the current challenges. I also do passionately believe that best practice / code of conduct will have to be introduced at some stage.
Brokers aren’t the problem. But the model is under pressure.
I work with brokers every day. I rely on them. The good ones? They’re indispensable.
They know the market, fight for clients, shout about brands and unlock opportunities no search platform ever could.
But let’s not ignore what’s happening:
- The digital lead model is collapsing
- Clients are questioning commission-based fees
- AI and aggregators are changing the game
This isn’t about cutting brokers out. It’s about levelling them up.
The future broker is a partner, not just a lead generator. They’ll be valued for insight, not just for throwing leads at everything and hoping something will stick . For helping shaping strategy, not just copy and pasting options.
As operators, we have a role to play too:
-Being transparent with pricing
-Supporting brokers with real tools, not just stock PDFs
-Rewarding long-term partnerships, not just quick wins
If your only differentiator is SEO , you’re already being replaced.
I think that is spot on James - the best brokers are already partners and work as such. Clients will always need intermediary insight and that will never go away. My article is more about the fact that the model will have to change to address the current challenges. I also do passionately believe that best practice / code of conduct will have to be introduced at some stage.
Well said James