BrokerageIndustry News

Agent training, experience trumps brand

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

Editor's note: This is the final installment of a five-part series based on an Inman News survey of nearly 200 real estate brokers. Part 1 explored brokers' views of the government's role in the industry; Part 2 examined brokers' attitudes about rules and policies established by the industry itself; Part 3 focused on market segments where brokerages have been gaining or losing business; and Part 4 detailed areas in which brokers have made cutbacks to survive the downturn or maintained or increased investment. In Part 5, below, brokers discuss what they see as their firms' competitive advantage. When it comes to competing for buyers and listings, having experienced, trained agents trumps the size of a company or its brand, real estate brokers surveyed by Inman News say. Carving out a niche market or area of specialization was also seen as a less important competitive advantage than staying abreast of technology and conducting online marketing. While 73 percent of brokers cit...