BrokerageIndustry News

Part 2: Small brokerage thinks big

Coaching, productivity are keys to GoodLife

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

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 second of two parts -- focuses on the business strategies in play at a small, independent real estate brokerage company. Read Part 1: "Small brokerage thinks big." Where the GoodLife Team differs from differentiators like Chicago brokerage company @properties stems primarily from its focus on a specific type of agent. Its recruitment and training ties in to the company's focus strategy. Focus strategy, as defined by Michael Porter in his 1980 book, "Competitive Strategy: Techniques for Analyzing Industries and Competitors," "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 tailors its strategy to serving them t...