OpinionAgent

Who has real power in the real estate industry?

Hint: Individual agents -- and those who help them most -- are at the top of the food chain
  • Real power in the real estate industry has little to do with size or budget.
  • Individual agents have the majority of the power in the real estate industry.
  • Whichever intermediary supplies the agents with the best tools to capture leads wins their allegiance.

Power in the real estate industry is not defined by company size, financial assets or a massive advertising budget. Power is a function of getting the marketplace to take a specific buying or selling action. All fruitful actions start and end with the individual real estate agent in the 2016 real estate industry.     Individual agents Only individual agents cause a buy or sell action to occur. All other players in the marketplace are simply intermediaries offering a range of tools assisting agents in their actions. Therefore, the more any particular intermediary assists the individual agent in accomplishing their tasks of servicing the needs of homebuyers and sellers, the greater the intermediary's own power is in the marketplace. Of all support roles intermediaries can provide, the greatest impact comes from creating seller and buyer leads for the agent. Everything else -- from CRM systems to team communication programs to electronic contracts to tra...