Viral ‘71% zero deals’ claim clashes with NAR 2026 member data

Data makes it easier to do our jobs in real estate — but accuracy and trust are more important than ever.

We live and work in an age of nearly instant information and timesaving technology. This has had a profound impact on those of us in the world of real estate. With the tools at our disposal, we can draw on broad swaths of data to make well-reasoned decisions, and we can reach people and followers in faster and more creative ways than ever before.

But this speed, particularly in the realm of social media, can be a double-edged sword. A story can spread like wildfire. And often the juicier or more outrageous the story is, the quicker it moves and the farther it goes. Especially for Realtors, who have an obligation to act with the highest ethical standards for all parties, this reality can pose a difficult challenge. The ability to evaluate and utilize sound data and insights in a responsible way has never been more important, both to the profession and those who rely on real estate professionals.

The ‘viral’ data

I’m specifically talking about a piece of “data” that has made the rounds and caused a persistent stir. It is a table stating that 71% of Realtors supposedly didn’t close any deals in 2025. Not only is it juicy, it looks like it’s got NAR’s stamp of approval.

The problem is that the graphic isn’t from NAR. I was just as surprised to see the number as all of you were. Apparently, it was based on a survey of a limited sample size, which drew from all real estate agents, not just Realtors. This is an important point because the professionals surveyed may not even work with buyers or sellers; instead, they may be focused entirely on efforts such as appraisals or property management.  

In today’s social media environment, it’s not a surprise that the table has made the rounds. A study published in Science analyzed millions of Twitter posts, finding that false stories were about 70% more likely to be retweeted than true ones. The result is that these falsehoods reached more people and in faster fashion. And because the “statistic” fits certain perceived notions or narratives, some continue to reference it, even when they themselves acknowledge that it lacks the Realtor stamp of credibility.

The real statistic is far less eye-popping

Only 6% of Realtors who operated as individuals and 2% who operate on teams had zero transactions in 2026 — a far cry from the number in the viral post.

This is drawn from a more reputable source of insights analyzing REALTORS® and their activities: our annual member profile. Our member profile from 2026 explored topics like transactions, income, use of technology, and more.

Change is the only constant in the real estate market. That’s why, among the many things we are proud of at NAR, it is the faithfulness of the data that we collect and the reports that we produce. There are the reports on core housing market data and trends such as Existing Home Sales that we have produced monthly for decades. There are the analyses that provide valuable context, shedding light on why the market and industry have moved in different ways over the months and years.

These insights are rigorous and well-sourced. And if the real estate industry is going to be able to cogently assess and react to changing market conditions, having rigorous, trustworthy data to rely on has never been more important.

This is especially true for Realtors and our fellow real estate professionals. In fact, NAR’s 2026 Home Buyers and Generational Trends report noted recently that over the past decade or so, there has been an increase in agent use by buyers and sellers—nearly 91% of sellers and 88% of buyers, which is up from 2015. It’s a sign that the value REALTORS® provide remains essential when consumers approach what is, for most of them, the most important financial transaction of their lives.

So, a note of caution to my colleagues as we read and share information about the real estate profession. As with buying and selling a home, if there’s something that seems too convenient or sounds good to be true, it probably is.

Dr. Jessica Lautz is the Deputy Chief Economist and Vice President of Research for the National Association of Realtors.

This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.

To contact the editor responsible for this piece: [email protected]