Recent Articles by Jeff Bergstrom

A woman marking items off a test-kitchen clipboard How a DBA experiment became a real estate test kitchen

How a DBA experiment became a real estate test kitchen

Inman Park Realty was created as a project for agents considering DBA (doing business as) branding. As a DBA experiment, IPR didn’t generate the interest we had hoped for. But it did set in motion the process to extend the Inman Park Realty experim...
By Jeff Bergstrom | Tuesday, December 27, 2016
A crystal ball in the middle of a road Real estate, reimagined: What the future of the industry holds

Real estate, reimagined: What the future of the industry holds

An old friend from college (a dentist) feels compelled to send me rants about the real estate industry. As if his industry doesn’t have its own overly priced, unnecessary procedures! But one particular recent rant was very different. It was well-wr...
By Jeff Bergstrom | Wednesday, December 21, 2016
The rise of the 'little-r' realtor

The rise of the 'little-r' realtor

"Excuse me, what did you say?" When a real estate agent relocates to Atlanta and hears the term, “little r,” for the first time, they are often confused. In truth, wherever they were from, the idea of living in a two-"r” world never crossed the...
By Jeff Bergstrom | Thursday, November 10, 2016
Want to see the brokerage of the future? Think soap

Want to see the brokerage of the future? Think soap

The real estate industry finds itself at a branding crossroads. The traditional franchise template has turned sour. Many agents find the usual “personality-branded” approach of independent brokerages not that helpful to their businesses. In too m...
By Jeff Bergstrom | Wednesday, June 29, 2016
An experiment in branding: the power of a name

An experiment in branding: the power of a name

It started as an exercise in branding. As we watch a questionable lifestyle brand being packaged as presidential timber, it crystallizes just how much our society has become brand mad. Truth and reality have always taken a back seat on Madison Avenue...
By Jeff Bergstrom | Thursday, March 24, 2016
The state of the McMansion in 2042

The state of the McMansion in 2042

This fictional account from 2042 outlines what could be done with McMansions in the future -- where real estate, global warming and humanitarianism meet. ......
By Jeff Bergstrom | Friday, March 11, 2016
Lose the commission cutting battle to win the condo HOA war

Lose the commission cutting battle to win the condo HOA war

Urban legend says: maintaining relationships within a high-rise can yield an agent $20,000 to $25,000 a year. I recently had a young agent ask me how she could "get in on that?" As I was about to impart wisdom, she was distracted by her phone and spe...
By Jeff Bergstrom | Tuesday, December 8, 2015
Opinion: Are false narratives the industry’s third rail?

Opinion: Are false narratives the industry’s third rail?

Other than politics, it's hard to imagine another industry that relies so heavily on false narratives. If something is said often enough, it must be true. Repeated often enough without rebut, and it becomes fact ......
By Jeff Bergstrom | Friday, October 23, 2015
How to build street cred by making agents the shot callers

How to build street cred by making agents the shot callers

The real estate industry, with its franchise hierarchy, isn't well-positioned for today's brand-conscious society. Franchise brands can be very fleeting. Agents spend their marketing dollars trying to establish themselves, only to be dwarfed by the f...
By Jeff Bergstrom | Thursday, September 17, 2015
Leaving the brokerage herd behind

Leaving the brokerage herd behind

In 2008, the least expensive monthly fee for a sales agent in Atlanta to have brokerage affiliation was $110. Throw on board dues and, in some cases, franchise fees, and, at best, an agent was looking at $150 a month for something they might not use ...
By Jeff Bergstrom | Wednesday, September 16, 2015
Birth of a new kind of brokerage

Birth of a new kind of brokerage

We are called a discount broker. Although technically not correct, it certainly beats most things we have been called. Discount brokers get that tagline from their public persona of being a more cost-effective solution ......
By Jeff Bergstrom | Tuesday, September 15, 2015