Industry NewsOpinion

Realtors lose ground at point of purchase

Perspective: Center of transaction doesn't guarantee safety
Published on Oct 8, 2004

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by CareyBot

Real estate brokers and salespeople have long touted themselves and their services as the crucial "center" of the real estate transaction. But that position may be in jeopardy now that mortgage lenders and brokers have gained ground in their quest to capture the point of purchase into the transaction.

The point of purchase is crucial because it determines who first obtains the buyer's or seller's loyalty and business. When the realty agent controls the point of purchase, he or she can refer the buyer or seller to a mortgage lender or broker ...

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