Organized real estate has undertaken some potentially transformative ventures in the past couple of years. Project Upstream, RPR-AMP and the Broker Public Portal have aligned the vision of brokers in numbers that would have been unthinkable in the recent past. What these projects seem to have in common is that their progress since initiation has been difficult to follow. Although they have secured initial funding, the strategic direction of each feels like it's taking shape in the dark. It would be satisfying for industry constituents to have more insight into the mindsets of the leaders of these programs. In particular, the Broker Public Portal seems to be as much of an enigma today as it was when it was first proposed. We know the leadership and the stated mission: to provide a simple, direct home search experience that connects consumers directly with brokers. What we don't know is how it intends to produce a distinguishable value proposition for consumer viability. Its...
- Accuracy isn't enough. BPP needs attractive tools and media content.
- BPP has valuable exclusive data that could be leveraged for exposure.
- Public relations will generate earned media on a tight budget.
- The name has got to go.
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