BrokerageIndustry News

Why brokers’ attempts to woo agents fall flat

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

The recruiting emails and postcards continue to arrive in my mailbox and inbox from a variety of real estate companies. Business is better now, and let's face it: The brokerage with the most agents selling real estate wins. Most are offering low fees and "cutting-edge technology." That can't really compete with what I have now, which is free (or at least cheap) cutting-edge technology, and NO fees. Low fees and free technology doesn't seem like an unusual, or even an attractive, value proposition. It doesn't make me want to run out and sign up. But that is how several brokerages advertise themselves to me. I have been asked a few times what kind of technology would attract me to a brokerage. Technology alone wouldn't do it because, to be honest, most of what I use is fairly common and readily available. The entire time I have been in the real estate I have provided my own mobile phone, computers, tablets computers and cars. I have never heard of any brokerage that s...