Brokerage

How an underdog brokerage rose to $1B in a market of Goliaths

Realogics Sotheby's International Realty emphasizes creative microbranding for its agents
  • Realogics Sotheby's International Realty (RSIR) has grown into a $1 billion business in the Seattle property market.
  • RSIR is attracting top-producing agents with an energetic approach to microbranding, global reach and new-generation offices.
  • When a listing is a challenge, brokers work with people in the company to come up with a solution, sometimes creating a new market.

Imagine you are in charge of sales for a new condominium building, which has people so excited that brokerage-owners, buyers and agents camp outside your real estate office to reserve their time to see specific units.This happened over the first weekend of June 2016 in Seattle for the new high-rise Nexus building. It was one of the first opportunities Seattle buyers had to purchase a new condominium (rather than rent) since the Great Recession, and buyers and their advisers were prepared to do anything to get in there first.It's not surprising that Realogics Sotheby's International Realty (RSIR) was chosen to market the Nexus building -- the building's developer was Canadian, as is the co-founder of RSIR, Dean Jones, who was also involved in the design process.Seattle's growth story is well-documented -- more companies, such as Google, Microsoft, Amazon and Tableau, are building bigger bases there, while others are still arriving with the draw of no state income taxes. T...

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