Recent Articles by Joseph Rand

Who's responsible for shortening the real estate transaction?

Who's responsible for shortening the real estate transaction?

Brad Inman says we need to improve the real estate transaction. He’s right. The only question I have is who the “we” is. Here’s what I mean. Inman argues in "Why homesellers demand better than a shaky real estate labyrinth" that the growth of...
By Joseph Rand | Monday, February 27, 2017
How to protect your brokerage from failure in 2017

How to protect your brokerage from failure in 2017

Brad Inman wrote earlier this week about the breakup of an “empire" -- the sale of Better Homes and Gardens Real Estate | Mason-McDuffie, a company with a 100-plus-year history, upon the retirement of my friend and colleague Ed Krafchow ......
By Joseph Rand | Tuesday, December 20, 2016
7 tips for being a buzzworthy Inman Connect panelist

7 tips for being a buzzworthy Inman Connect panelist

The first thing panelists need to realize is that they’re not giving a “presentation.” Too many industry “panels” are really just a series of individual talks: one panelist goes for five or 10 minutes, then the next panelist goes and so on....
By Joseph Rand | Monday, December 5, 2016
Pricing mistake No. 5: The big price-drop fumble

Pricing mistake No. 5: The big price-drop fumble

So let’s say you took an overpriced listing. No shame in that. It happens. The question is -- what are you going to do about it now? Here’s what most agents do. They’ll wait a month or two, then call the sellers and tell them it’s time to do ...
By Joseph Rand | Friday, June 24, 2016
Pricing mistake No. 4: Being ashamed of taking an overpriced listing

Pricing mistake No. 4: Being ashamed of taking an overpriced listing

Every real estate agent takes overpriced listings. OK, maybe not every agent. I’m sure that someone is already composing some pointedly outraged rebuttal for the comment section about how they’ve never taken an overpriced listing. OK, fine, you...
By Joseph Rand | Thursday, June 23, 2016
A group of people taking notes 7 notes about this year’s Realogy FWD Innovation Summit

7 notes about this year’s Realogy FWD Innovation Summit

The 2016 Realogy FWD Innovation Summit is now in the books, with the top prize going to New Story, an amazing nonprofit that crowdfunds homes for needy families abroad ......
By Joseph Rand | Wednesday, June 22, 2016
Pricing mistake No. 3: Emphasizing unsold properties

Pricing mistake No. 3: Emphasizing unsold properties

Why do we even include unsold properties on a CMA? After all, the goal in any pricing analysis is pretty simple: show the seller why he or she should price his or her home according to what has actually sold. Pull up properties that have sold, explai...
By Joseph Rand | Wednesday, June 22, 2016
Pricing mistake No. 2: Telling rather than showing

Pricing mistake No. 2: Telling rather than showing

Virtually every training script I’ve ever seen has a line that says, “OK, so as your professional real estate agent, I’m going to advise you that we should price this home at (fill in the blank).” ......
By Joseph Rand | Tuesday, June 21, 2016
Pricing mistake No. 1: Asking sellers what the home should go for

Pricing mistake No. 1: Asking sellers what the home should go for

Why do we ever ask sellers this question: “So, what are you hoping to sell your home for?” It’s never good news. You’ll never hear a seller say something like this: “What do I want to sell it for? Well, I was hoping to get maybe $300,000....
By Joseph Rand | Monday, June 20, 2016
6 massive pricing mistakes homesellers need to evade

6 massive pricing mistakes homesellers need to evade

So your clients have decided to sell their home. They've had a lot of decisions to make, like hiring an agent -- so now your homesellers need your expertise to actually sell the house. On things like creating a marketing campaign and deciding how to ...
By Joseph Rand | Thursday, April 21, 2016
Stop it with the politics on Facebook

Stop it with the politics on Facebook

If you've built up your Facebook friends list with an eye toward your business, you need to cease the political diatribes. ......
By Joseph Rand | Friday, January 29, 2016
Realtyperson, heal thyself: Sellers will never trust us on price

Realtyperson, heal thyself: Sellers will never trust us on price

When I listed my home for sale last year, I worked with two great agents. I could have just listed it myself, with my wife or even with one of the myriad other family members who are all licensed. But to paraphrase the old adage -- "He who represents...
By Joseph Rand | Tuesday, October 13, 2015
Why you simply can’t do enough marketing for a buyer

Why you simply can’t do enough marketing for a buyer

Do a search of your local MLS for an average-priced listing in your market. Look at, say, five listings. How many of those do you think are well-marketed? I'm not talking about whether they have a video or a 3-D walkthrough or any of the higher-end b...
By Joseph Rand | Tuesday, October 6, 2015
Realtyperson, heal thyself: Buyers and sellers are miserable at different times

Realtyperson, heal thyself: Buyers and sellers are miserable at different times

Buying a home is the worst. So is selling a home. But not all at the same time. As I've said before, all real estate professionals should be forced to move every five years so that they realize how painful it can be. Yes, I understand that most good ...
By Joseph Rand | Tuesday, September 29, 2015
Realtyperson, heal thyself: Use your website like a buyer

Realtyperson, heal thyself: Use your website like a buyer

Yes, I know that you probably bookmark your own site. You'll hop on to look up an individual property, or you'll check out a new feature to make sure it's working. But how often do you use your site the way that an actual buyer would ......
By Joseph Rand | Tuesday, September 22, 2015
Realtyperson, heal thyself: Why you should move every 5 years

Realtyperson, heal thyself: Why you should move every 5 years

Licensing law should require real estate agents and brokers to move every five years or so -- like continuing education, but even worse. I've been doing a lot of moving. About 10 years ago, I moved out of my Manhattan apartment for a gut rehab job, a...
By Joseph Rand | Tuesday, September 15, 2015
Opinion: When the Web is for shoppers, where do you find buyers and sellers?

Opinion: When the Web is for shoppers, where do you find buyers and sellers?

We do an excellent job for our shoppers. We have pictures, videos, 3-D walk-throughs, mapping, school reports, walkability scores and like a million other cool little features. But here's the thing -- they're only for shoppers. They're not for buyers...
By Joseph Rand | Tuesday, July 28, 2015
Why real estate professionals need to read ‘Zillow Talk’

Why real estate professionals need to read ‘Zillow Talk’

Zillow and the traditional real estate industry are classic "frenemies," like a couple locked into a textbook co-dependent relationship. Now, into that delicate dynamic comes "Zillow Talk: The New Rules of Real Estate," the fascinating and provocativ...
By Joseph Rand | Thursday, February 5, 2015