BrokerageIndustry News

The weakest link in real estate

Letters From the Home Front

We have been talking a lot this past year about an industry at a crossroads. Our traditional brokerage models have been under indictment, and now the traditional commission structure is being scrutinized. It's becoming largely an exercise in academia, though. Just maybe we are attacking this threat from the wrong end of the fire hose. Rob Hahn, more familiarly known in blogging circles as Notorious Rob, recently wrote, "A broker's brand is in the hands of the weakest, least competent agent." While we are out addressing the woes of the real estate world, we would each do well to etch these words into our foreheads. I'll do Mr. Hahn one better. The agent's brand is in the hands of the weakest, least competent agent. Sure, as real estate agents we are regulated. We are tested, we are licensed, and we are thumb-printed. Now in California, our license numbers must appear on all of our "first point of contact" marketing materials as a nod to the concept of cons...