BrokerageIndustry News

Small brokerage thinks big

6-agent firm has 3 full-time staff

Editor's note: This series details business strategies employed by a range of brokerage companies. Read previous columns in this series: "A case study in cost competition," and "@properties: It pays to be different." This column -- the first of two parts -- focuses on the business strategy in play at a small, independent real estate brokerage company. Read Part 2: "Coaching, productivity are keys to GoodLife." Earlier, I highlighted two real estate companies that are using "cost leadership" and "differentiation" business strategies, as defined by Michael Porter in his 1980 book, "Competitive Strategy: Techniques for Analyzing Industries and Competitors." The third major strategy described by Porter is focus: "This strategy is quite different from the others because it rests on the choice of a narrow competitive scope in the industry. The focuser selects a segment or group of segments in the industry and tailor...