Recent Articles by Creed Smith

Two men on the TILT platform in Chicago Agents: Homebuyers don’t need to visit your website

Agents: Homebuyers don’t need to visit your website

A recent Zillow Group survey of more than 13,000 homebuyers and sellers demonstrates that this year, 28 percent of buyers age 50 and younger now find the real estate agent they purchase a home through via the internet ......
By Creed Smith | Friday, January 13, 2017
A maze Solving the real estate agent’s technology problem

Solving the real estate agent’s technology problem

Real estate agents are in a terrible strategic situation. There are only four major sources of obtaining the cutting-edge technology they need to thrive, with the first requiring giving up their influence in the marketplace and the second and third r...
By Creed Smith | Thursday, January 5, 2017
Who has real power in the real estate industry?

Who has real power in the real estate industry?

Power in the real estate industry is not defined by company size, financial assets or a massive advertising budget. Power is a function of getting the marketplace to take a specific buying or selling action. All fruitful actions start and end with th...
By Creed Smith | Friday, July 22, 2016
Why the broker-centric model is in decline

Why the broker-centric model is in decline

The “full-service” broker-centric real estate model will soon exit the “maturity” segment of its product life cycle and signal the beginning of a 20-year decline. We’ll explore how disruptive technologies triggered the broker-centric life ...
By Creed Smith | Wednesday, June 29, 2016
Why the MLS might be your best defense against Zillow

Why the MLS might be your best defense against Zillow

There are two immense and immediate problems in the real estate industry, and one near-future problem can be solved by the MLS systems acting as the market innovators. But the window of opportunity to execute is nearly closed, and once this opportuni...
By Creed Smith | Friday, June 24, 2016
Zillow: A study of market positioning

Zillow: A study of market positioning

In a very crowded and confusing marketplace, defining who you are and what you represent to your customers has to be summed up with a single thought -- by them, not you. This is your "position" in the marketplace. The way you outwardly portray yourse...
By Creed Smith | Thursday, June 9, 2016
Beating portals to the punch: How to describe listings

Beating portals to the punch: How to describe listings

On NBC’s “Today” show the “Property Brothers” of HGTV fame stated “there is a language that real estate agents use when they think they are fooling people,” such as “artistic” or “natural landscaping.” ......
By Creed Smith | Friday, May 20, 2016
The radically new broker model this industry needs

The radically new broker model this industry needs

If brokers do not drastically change their business model, they will become sub-contractors to the portals and other outside companies. Here are 5 strategies blending tech and expertise that could revive the broker profession as we know it ......
By Creed Smith | Thursday, May 5, 2016
5 areas of real estate that technology will revolutionize

5 areas of real estate that technology will revolutionize

Technology has already changed or automated many of the individual real estate sale process segments; at this point, all an outside competitor has to do is to tie them together into one advanced system -- initiating a whole new model of selling real ...
By Creed Smith | Tuesday, April 26, 2016
A look at brokers’ technology through Zillow’s eyes

A look at brokers’ technology through Zillow’s eyes

Technology is about to hit real estate brokers like a nuclear bomb. Zillow and every other tech innovator in the real estate industry are so far ahead of brokers at every level that you have no chance of holding your current status and business model...
By Creed Smith | Friday, April 22, 2016
What has innovation done for you lately?

What has innovation done for you lately?

What does five years’ of very hard work and investing $1 million of my own cash to create my version of innovation for the real estate industry get me? The chance to sell Realogy on my stuff in 100 words or less. Do you want to see how I dazzled th...
By Creed Smith | Wednesday, March 23, 2016
Is Zillow stupid, or is the industry fooling itself?

Is Zillow stupid, or is the industry fooling itself?

Zillow and News Corp each have $1 billion invested in the concept that there are soon to be enough homebuyer and seller leads on the Internet that they will make a substantial yearly profit from their investments ......
By Creed Smith | Wednesday, March 9, 2016
Is Upstream harmful to the marketplace?

Is Upstream harmful to the marketplace?

The strategic impact of Upstream is zero, yet the probable harm to the real estate industry for its implementation is equal to that of nuclear winter ......
By Creed Smith | Thursday, December 17, 2015
How brokers will lose home-search advantage

How brokers will lose home-search advantage

Brokers will lose control of online home search as the four major portals (Zillow, Trulia, realtor.com and Redfin) attack home search with artificial intelligence (AI) based tools and pull their combined market power to 90 percent by the end of ......
By Creed Smith | Monday, November 9, 2015
What real estate innovation looks like — and how to prepare for it

What real estate innovation looks like — and how to prepare for it

The next series of innovations in real estate will empower savvy individual brokers to begin wiping out up to 50 percent of their competition over the next five years -- not by withholding or controlling information, but by offering exactly what home...
By Creed Smith | Wednesday, August 12, 2015
Opinion: The last Zillow-realtor-portal article you’ll ever have to read

Opinion: The last Zillow-realtor-portal article you’ll ever have to read

Zillow has announced its intent to purchase of dotloop. Its desire to control all -- advertising-related to creating real estate leads, including buyer-sides, seller-sides, loans, automated valuations, home searches, etc. -- has always been its state...
By Creed Smith | Wednesday, July 29, 2015
Beware: the portal strategy for dominating any local search

Beware: the portal strategy for dominating any local search

What is the one thing you possess that the portals do not? You know what is hot by neighborhood, what buyers desire the most and what they'll pay the most to attain. But this can be routinized by the portals using technology. But, if they can do it, ...
By Creed Smith | Wednesday, July 1, 2015
Don’t worry about listing data — it’s sold data that’s going to hurt you

Don’t worry about listing data — it’s sold data that’s going to hurt you

While franchises, brokerages, and agents fume and plot how to regain control of the listing data, Zillow (ZG), Realtor, CoreLogic and others are sucking down the MLS-style sold data -- that's what is going to kill you ......
By Creed Smith | Monday, May 4, 2015