OpinionBrokerage

Opinion: Why offering discounts for real estate services is smart for business

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Are you set up for success in 2016? Join 2,500 real estate industry leaders Aug. 4-7, 2015, at Inman Connect in San Francisco. Get Connected with the people and ideas that will inspire you and take your business to new heights. Register today and save $100 with code Readers. I was browsing social media, and something caught my eye. It wasn't an advertisement on my page, mind you, but another agent who was complaining that "discount brokers" are the reason that our industry is in shambles, mentioning something about "you get what you pay for" and "bait-and-switch" tactics. It's amazing how that agent can tell so much about the broker, the broker's education and business model, by looking at a single advertisement. This advertisement isn't mine, but I'll tell you how this deal likely works: The broker is offering to list the home for 1 percent (notice the asterisk next to the 1 percent sign?) in exchange for helping them buy a different (and presumably more expensive) ...