The real estate industry has been buzzing about “The future of real estate.” Actually it has been a slow build over the past decade and the crescendo may be near. So what’s all the buzz about? Well, let’s look back to the days when we decided to give the keys to the castle to Realtor.com. The idea was brilliant. An avenue of getting our listings in front of the masses via their online portal. And after all they were “The Official Website of the National Association fo Realtors.” What could go wrong? Well for starters some of the leadership of Realtor.com went to jail for securities fraud. Next came the Zillow’s and Trulia’s of the world. But I digress.
The buzz lately has been more about how real estate sales are transacted and the business models of the companies offering brokerage services. Historically there have been a few models real estate companies employed.
- The traditional model, where the broker is the focus and provides lots of tools, training, marketing, etc to the agents, who in return take a lower commission split.
- Independent/100% model. Agents take on more responsibility of running a business and receive a higher split. In return they pay monthly or transactional fees to offset the overhead the broker takes on.
- Interdependent. In this case the agents and broker share the costs, and in many cases the agent has an opportunity to earn a higher split, up to 100%, once an annual CAP has been paid. There are typically additional costs the agent pays for such as office space, admin or tech fees, etc.
Add in the so-called discount brokers who offer consumers a lower fee to list homes, or in some cases rebates, or companies where the agents are employees vs. independent contractors, and the playing field becomes convuluted. All of these models have their place and attract great agents by the way. But how does “The future” come into play?
What we are seeing now are established brokerages trying to reinvent themselves, hybrid models being developing, and tech companies launching innovative new models. And that’s where I take umbrage with “The future.” Most of these brokerages are simply re-packaging old models or adding “bolt on” technology to appear futuristic. To that I say good luck.
Welcome to Real. Launched in 2014, a team of real estate professionals, technologists and venture capitalists joined forces to spark this revolution by creating Real, a technology-powered, full-service brokerage. Our mission is simple: Always find ways to make agents lives better. And we do that by building and owning the tech.
Our Difference? Creating a brokerage powered by a digital platform that frees agents. In the past, brokerages offered agents “value” by providing brand recognition, access to listings, a desk a fax machine, and paper marketing tools like business cards, letterhead, and yard signs, while measuring their success in agent sales. Real uses technology to provide agents with the tools, marketing materials, contracts, platforms, technology, lead management, listings, and support they need through a fast, intuitive, technology-driven platform. And the difference between Real and other tech-based brokerages is our platform is built with agents in mind, not the consumer.
Now, we offer a ton of value for the consumer. We just do it through our agents, who are empowered to work from anyplace and never have to worry about sacrificing service or worry about the experience they create for their clients. While Real’s technology grants our agents the ability work from anywhere, any time, our true difference lies in the way we treat our agents, and our redefinition of success.
By marrying industry leading technology, with an agent-centric approach that disposes of archaic industry standards, Real has become one of the fastest growing technology driven brokerage in the United States. If you’d like to learn more about the Real platform, please visit us at joinreal.com or reach out to me directly. I’d love to share our platform and answer any questions.