Ashleigh Fordham and the Art of Leading Agents Through Change

As new technology and rule changes have reshaped the real estate industry, Ashleigh Fordham is seeing more agents experience what she describes as “change burnout.”

“Agents have had a lot thrown at them,” said Fordham, managing principal broker and owner of Windermere Heritage. “Between legal changes, new technology, shifting consumer expectations, and market pressure, many are exhausted. They don’t want more noise - they want clarity, confidence, and the ability to get back to doing great work for their clients.”

Fordham joined Jenny Pakula, CEO of Oregon REALTORS®, at MVAR’s January General Membership Meeting to discuss how the changing landscape is impacting day-to-day business decisions and long-term strategy for members. Though it can feel overwhelming, Fordham said agents and brokers cannot afford to bury their heads in the sand.

“We’re in a moment where a higher level of understanding is required in order for you to be effective, efficient, and protect your license,” she said. “The agents who succeed are the ones who dig in, ask questions, and stay engaged.”

Mentorship to Leadership

A lifetime resident of Salem, Fordham was just 19 when she took her first job in real estate at a small family firm. At the time, she wasn’t sure it would last more than a few months. However, the company’s owner, John Baker, saw potential. He took Fordham under his wing, taught her the ropes, and sparked a career that has lasted nearly two decades.

“I was very fortunate getting started in this industry,” Fordham said. “I think what naturally attracted me was the service to people, the problem-solving, and then the opportunities that home ownership provides.”

Fordham and her husband, Ryan, would go on to open their own Windermere Heritage franchise nearly five years ago. Though it was a leap of faith, Fordham said they understood what it would take to succeed.

“I had a good footing and a good understanding of what it needed to look like,” she said. “I’d spent years inside the operations of the business, watching what worked, what didn’t, and where agents actually needed support. When we opened our doors, it wasn’t about taking a leap — it was about building something intentionally.”

Over time, Fordham has assumed greater leadership and advocacy roles within the industry. She has served as president of both MVAR and Oregon REALTORS®, positioning her to help others understand recent regulatory changes and weather market turbulence.

Buyer-Broker Agreements

One of the biggest changes stems from the National Association of REALTORS® settlement in 2024, requiring brokers to enter into written agreements with buyers before touring a home.

Oregon lawmakers passed HB 4058, which went into effect on Jan. 1, 2025 and outlines requirements for buyer-broker agreements, including agent duties, compensation, exclusivity, among other industry discussions.

Fordham is familiar with the NAR settlement, having served as President of the Oregon REALTORS® in 2024 when the deal was struck. But she said there is still plenty of confusion from brokers, and workarounds happening in the marketplace that could pose a risk.

“Where I see confusion is that some brokers are still focused on commission cooperation, which is absolutely permissible under Oregon law, but they’re missing the bigger requirement under the settlement,” Fordham said. “As a REALTOR®, you must have a written agreement in place before showing property that clearly defines your relationship with the buyer and how you will be compensated. That upfront clarity isn’t optional anymore, and trying to work around it creates real risk.”

Lions Over the Hill

Add in new AI tools and stubbornly high housing prices, and Fordham says she sees more change unfolding over the next five years across the industry.

“What I expect to see over the next five years isn’t chaos. It’s consolidation driven by complexity,” Fordham said. “The business has become more sophisticated, more regulated, and more technology dependent. For some brokerages, that will mean joining forces rather than going it alone, not because they failed, but because the model has changed.”

Fordham said she sees her role as continuing to watch out for new and emerging challenges, and best position her agents for success.

“There’s always going to be another lion over the hill,” she said. “Leadership, to me, is about reducing uncertainty for others so they can do their best work. My responsibility as a broker isn’t just to keep agents compliant. It’s to help them understand why the rules are changing and how to use that knowledge as a competitive advantage.