BrokerageIndustry News

Re-evaluating broker value

Meeting the changing needs of sales associates

NEW YORK -- In a world where real estate agents can conduct the vast majority of their business online, brokers can face questions about their value to sales agents. Agents can now work from almost any location; advertising is easier (and cheaper) than ever; and Web tools to connect with clients abound. Nevertheless, brokers can help agents navigate these tools and stand out in the real estate crowd, said speakers at a panel at Real Estate Connect Thursday. "Brokers have had to rethink what is the best possible environment for success. There are all kinds of different tools, but (agents) get lost -- how are (they) going to effectively use them?" said Ken Baris, president of Jordan Baris Inc. Realtors. Agents are looking for six attributes in a broker, said Jonathan Kauffmann, principal broker-owner of Nest Realty in Virginia. They demand: 1) fiscal responsibility, 2) education and information, 3) brand differentiation, 4) technology, 5) marketing tools, and 6) a C...

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