BrokerageIndustry News

Rebranding real estate

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

This week, I was showing homes to a past client -- a repeat offender. I helped her first with a purchase and then with the sale of that home when she relocated out of state. Now she is on her way back to the scene of the crime to do it all over again. You might say that we have a history, and we are now friends. As we caught up and swapped stories on our respective lives, I asked her how the sale of her home in the Midwest was going. She had interviewed several agents, she told me, and just about the time she was ready to bludgeon herself with her stack of complimentary comparative market analyses, she met her dynamo. "We found our Kris Berg!" she squealed. "Aargh," I thought. Not good. Not good because four years ago when we were marketing her San Diego home, we sucked. And I don't mean we were bad agents or that our marketing plan was bad, at least not compared to the other agents and other marketing plans of that era. Instead, I was thinking back to h...