Just in time for the holidays, Troy Palmquist looks at how this legacy manufacturer bounced back from a market downturn and how agents can, too
A few weeks ago, on a podcast, I was asked which brands I admire most. Without hesitation, I said LEGO. The toy company has an incredible comeback story, from the brink of bankruptcy to one of the world’s most beloved and profitable brands.
Last weekend, walking through LEGOLAND in San Diego with my seven-year-old son Rhett, the things that make the brand so special all clicked again (pun intended). What’s more, there’s a lot we as недвижимость pros can learn from the LEGO story.
From workshop to worldwide
LEGO’s story is one of resilience, creativity and reinvention — values every real estate professional should be able to relate to.
The company began in 1932, when Danish carpenter Ole Kirk Christiansen started making wooden toys in his small workshop. He named the company LEGO, from the Danish phrase “leg godt,” meaning “play well.”
In 1949, LEGO introduced its first plastic bricks, and by 1958, it patented the now-iconic interlocking design — the same one that still works with every brick made today. That kind of long-term vision and consistency is something every great brand strives for.
But by the late 1990s and early 2000s, the empire began to crack. Kids were shifting from building blocks to game consoles. LEGO overextended — with theme parks, video games and too many product lines — and by 2003, it was nearly bankrupt.
So LEGO did something bold: it rebuilt from the ground up, refocusing on its core product — the brick — and forming smart collaborations with brands and intellectual property (IP) like Star Wars, Disney, Harry Potter, Marvel, Ferrari and Formula 1.
Instead of fighting screens, LEGO partnered with them to blend digital and physical creativity.
Today, LEGO is a global powerhouse again — not because it stayed the same, but because it learned how to adapt without losing its identity.
3 lessons real estate can learn from LEGO’s reinvention
Like LEGO, real estate is built on relationships, imagination and reinvention, but we’ve hit our own version of a “LEGO moment.”
Between shifting commissions, evolving tech and a market in flux, it’s easy to lose sight of what makes this industry great. We’ve seen brokerages fold, teams struggle and agents burn out.
Maybe it’s time to rebuild. Here’s how to apply the lessons of LEGO to our industry
1. Open the box: Embrace open software and systems
LEGO learned that creativity thrives when people can connect and build together.
In real estate, that means using open, integrated tech and shared information — not siloed systems or “walled gardens” that trap data and slow down collaboration. Agents and brokerages should choose platforms that “play well with others.”
Today, agents live on mobile devices, not desktops. They collaborate in group chats, Facebook groups, Slack channels and DMs, not just at monthly luncheons. They grow their business through content, social media, and digital tools, not just postcards and open houses.
If Realtor associations and МЛСs want to stay relevant, they must evolve alongside their members. That means modern communication, tech integration and real, on-demand value — delivered not once a year at a conference, but every single day through tools, training and advocacy.
2. Collaborate to elevate: Improve your service with collaboration
LEGO’s motto, “Only the best is good enough,” applies not just to product quality but to partnerships. In real estate, working well with vendors, tech partners, and even competitors builds stronger ecosystems. The brokerage of the future is collaborative, not combative.
Just as LEGO joined forces with global icons, brokerages and agents can co-brand and collaborate with lenders, stagers, designers, or proptech platforms to reach new audiences. Partnerships aren’t competition — they’re multipliers.
3. Brand beyond the box: Look for new ways to communicate
LEGO never stopped being LEGO — but it learned how to tell its story in new ways. From movies to theme parks, the brand expanded without losing its core identity.
Real estate professionals can do the same. Your name and narrative matter. Agents who lead with authentic storytelling will stand out long after рынок cycles shift.
LEGO’s success wasn’t luck; it was iteration. It tested, learned, rebuilt and evolved. For agents, that means staying curious. Keep refining your business model, your marketing, and your mindset. The moment you stop building is the moment your growth ends.
The indie resurgence: Smaller, smarter, stronger
You may feel that consolidation and a “bigger is better” attitude is the only way to go in today’s market, but if LEGO’s revival proved anything, it’s that focus, culture and creativity win every time.
We’re seeing the same thing in real estate. A quiet but powerful resurgence of the independent брокерская деятельность model is underway.
Indies are thriving because they can move faster, think creatively, and adapt to the needs of both agents and consumers without layers of bureaucracy. They can adopt new tech, test marketing ideas and pivot in real time. They aren’t confined by outdated structures or legacy systems — they’re building their own blueprints, brick by brick.
These companies are redefining what “local” means — blending boutique service with national reach through smarter technology, brand storytelling, and collaboration.
They remind us that independence isn’t resistance — it’s reinvention.
A word of caution: Stop the infighting and rebuild together
There’s another big lesson here: the fighting has to stop. All the lawsuits, finger-pointing, and “us vs. them” narratives are tearing down what we’ve all worked to build.
Real estate should be united around one shared mission: serving the consumer and strengthening the industry. That doesn’t mean ignoring accountability or evolution. It means remembering that the end goal isn’t winning court battles — it’s winning trust.
We can’t innovate when we’re busy litigating. We can’t collaborate when we’re divided.
Just like LEGO’s comeback, our own will depend on a willingness to come together, rebuild, and focus on what’s good for everyone — from the agent in the field to the client at the closing table.
I didn’t force LEGO onto my son. He found it on his own — or maybe, LEGO found him. Now our home has over 15,000 pieces, and we’re officially a LEGO family.
That’s the magic of a brand built on creativity and connection.
Real estate can learn from that. We need to rebuild with openness, collaboration and joy, because the future belongs to those who keep building.
Troy Palmquist is the Director of Growth for eXp California, founder of DOORA Properties.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners. To contact the editor responsible for this piece: zeb@hwmedia.com.
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