Adrian Sherwood

• Manage |RSSAlternative Business Models
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• Manage |RSSThe Real Estate Agent of the Future

A new class of media will drive the brokerage of the future.This media will: 1.drive down costs 2.help agents build their brand 3.save loads of time 4.eliminate need for agents to "own" information 5.have a built in differentiating factor The reason the "private" mindset has prevailed is because there is no way for agents to separate themselves based on performance. Information availability is not the problem. Procedural predictability is the problem. Lead resellers used one question "Want to know what your home is worth?" to rake in millions from agents. To level the playing field just alter the question slightly " Want to know how to increase the value of your home in West Houston?" This question accomplishes several things. First, it cannot be copied by anyone with a wallet and a website. Second, it suggests you have specialized knowledge. Finally, it gives you permission to continue dialogue with someone that wants that dialogue. There are basically three modes in RE: 1 Hire me (leads) 2.Pay me as a pro( performance) 3. Keep me around(recommend or rehire me) Mode 1: The CMA is completely predictable. A group of people that understood RE well got together with a group of people that had big bucks to create national ads running "Want to know what your house is worth?" and it worked. The same thing is happening to listing information. Mode 2: Syndication could relegate agents/brokerages to second class status forever. Why pay you thousands when I can upload a picture to www.whatever.com myself? Does sending a picture to 25 different websites amount to increased exposure for a particular listing? In my opinion, NO. What it amounts to is ( more listings = higher ad fees =higher revenue for website owner). Just because you're not paying out of pocket to syndicate your information doesn't mean it's not costing you. People pay for performance regardless of the industry. Mode 3: Still safe. But with the first two under siege wil it matter?

Great analogy! Do you think it's possible to be both agent-centric and consumer-centric? I do.

Hey Kris, While I do agree that the cooperating agent needs to be up to speed. I have to disagree with you that they MUST be full-time in order to be effective. I'll admit, I'm a media guy that the industry refers to as an "outsider", so take this as you please. What I believe is a more pressing issue that's not being addressed is the built in friction for the individual once he/she receives their license. For example: 1. New agent signs her first Seller client 2. All players display their listings the same. (MLS) 3. Agents MUST spend BIG MONEY in order to get the business going, and keep it going. I have more, but I'll keep to these three. #1 - As soon as that customer becomes a client that client is what I call "old business". To get the next client, or prospecting, is what I call "new business". These two, old and new, are in constant flux and sap agents of their ability to get things done. #2 - This practice is the number one reason commissions are under attack. You offer a marketing package identical to that of a 'discounter' and you want to know why these models keep on coming? This is a free market and if someone can do the same job for a lower price, the they should get the job. Let's not forget that an eleven year old is just at home posting pictures/ video on Myspace as you are to the MLS; there's no magic. #3 - Why does entrepreneurship have to cost so much? The individual is getting hit in the pocket from all sides with no end in sight. The big three( marketing,promotional, auto) suck many dry before they ever take flight. This allows the rich to get richer, and leaves small brokerages fighting for a small percentage of the market. Agents should not be forced to spend away their savings before realizing a return. They should not have to choose between serving an existing client and new one, and agents must learn to use their asset(listing) to their advantage. I believe these issues reflect built in friction points. These points drive many into the ground before they ever get started; Furthermore, that's a shame when all you want to do is take flight.