Sondra Trice-Jones, President, Durham Regional Association of REALTORS

In an interview with Invest:, Sondra Trice-Jones, president of the Durham Regional Association of REALTORS®, discussed inventory constraints, affordability pressures, professional development, and the role of realtors as trusted advocates. “Our priorities are continuing to support both new residents and longtime homeowners, expanding housing opportunities, and staying informed about market trends,” Trice-Jones said.

What have been some of the biggest developments for the Durham Regional Association of REALTORS® over the past year?

Right now, we are still navigating our sellers and buyers through this new market and some of the subtle changes that have happened over the past 12 months. Every year seems to be different in real estate, but we learn to shift and help our clients with whatever is new, while making sure they understand that we are advocating for them as their real estate experts.

We are still looking for more inventory in Durham. We are trying to keep people in the community where they would like to stay, especially our workforce. Many people do not want to live on the outskirts of the city and have a long commute to work, so that remains an important focus.

What efforts has the organization focused on based on that current market momentum?

We still have a vision to be the trusted voice of real estate, property ownership, and housing opportunities for people in this area. Lots of people are moving here, and we want to be that helpful resource as they join the community.

From my perspective as president of the association, I would like to see the community and realtors unified. I want the community to understand that we work hard behind the scenes and contribute to homeownership, whether people are selling, investing, or purchasing a home. It is important that they know we are supporting them.

What trends are you seeing in the industry now compared with the past few years?

The economy is having a ripple effect on whether people stay where they are and renovate their current homes. Many bought homes in 2020 and secured low interest rates. Moving today could mean their mortgage doubles because interest rates have changed significantly.

It is also important to make sure older residents understand what downsizing can mean. Moving from a larger home to a smaller property does not necessarily result in a significantly lower payment in the current market.

How is the association approaching education and advocacy?

We continue to advocate for policies that increase housing supply because everybody is looking to purchase in this area. We are working closely with our mayor and local government officials to understand what the next three to five years will look like for people purchasing or investing in real estate here.

We have strong relationships with our government officials. Our mayor has spent time with our association discussing Durham’s future and growth opportunities.

A major concern is housing availability for workforce professionals, including teachers, police officers, nurses, and others who serve the community. We are working with public officials to make sure we are advocating for the same people and supporting the long-term needs of the community.

What are you seeing around homeownership, affordability, and the types of assets that are proving most popular?

For people coming into the city, affordability can be easier because they may be arriving from a different price point. For people already living here and looking to upgrade, inventory and market conditions remain key considerations.

New construction is a major part of the market, along with resale properties. Builders are often able to offer incentives that resale sellers cannot. However, many resale homeowners have maintained their properties well and recognize the value of their homes. Ultimately, sellers want to achieve the best possible price, while buyers want to ensure they are getting good value for their investment.

As a realtor who works with investors, I receive more inquiries than ever about opportunities and redevelopment projects. The challenge is making the numbers work in today’s market so investors can still generate returns, whether through resale or rental properties.

Durham is also embracing accessory dwelling units (ADU). These can provide housing options for parents, adult children, or extended family members while allowing families to remain close together.

What are members telling you about the biggest issues affecting their businesses and clients, and how is the association supporting them?

We remind our members that this is a career and a business. Whether someone works under a large firm or a boutique brokerage, they have to make their business successful.

That requires ongoing training and market knowledge. Realtors need to be true experts so they can provide clients with accurate guidance when it matters most.

Today, there is a great deal of support and communication throughout the transaction process. Clients want to know what is happening from start to finish and feel confident that their realtor is advocating for them every step of the way. We support our members through leadership panels, seminars, and continuing education programs that help them remain prepared and well-rounded professionals.

How are professional development and continuing education supporting realtors in this changing market?

In our industry, continuing education is required every year. We complete training on topics such as fair housing, ethics, and regulatory updates that help maintain professional standards.

We also participate in leadership summits and legislative meetings at both the state and national levels. Education is not something that happens only when it is time to renew a license. It is an ongoing process.

As changes occur in laws, regulations, and industry forms, we work to learn them early so we can prepare our agents and implement best practices before those changes take effect. Staying informed is a major priority across the profession.

How can realtors balance relationship-driven service with new digital tools and technology?

We embrace AI. It is almost like having an administrative assistant. We use it as a supporting tool rather than something that replaces the work we do for clients.

We still conduct buyer and listing presentations, visit properties, review documents, and guide clients through transactions. Those personal interactions remain essential because they build trust and strengthen relationships.

AI helps us become more efficient. It can assist with research, fact-checking, or communication, but it does not replace professional judgment. Realtors are helping clients make some of the largest financial decisions of their lives, and that responsibility still belongs to us. We are comfortable with change, but we remain committed to providing the expertise and advocacy our clients expect.

What is your outlook for the Triangle housing market, and what are the association’s priorities moving forward?

We want to grow with this area. New employers continue to create opportunities, which brings more people to the region. Durham and the broader Triangle remain highly desirable places to live, and we want to maintain that reputation.

Our priorities are continuing to support both new residents and longtime homeowners, expanding housing opportunities, and staying informed about market trends. We will keep educating ourselves, adapting to changes, and helping people navigate the market. People are continuing to come here, and we expect that growth to continue.