Can real estate brokerages replace offices with Facebook?

  • Workplace, Facebook’s business-communication platform, may have made virtual offices possible for more brokerages.
  • Boco Realty -- which claims to be the first to use Workplace in place of a physical office -- underlines the growing momentum of virtual-office brokerages.
  • Skeptics of virtual brokerages say that agent supervision can be questionable, but supporters argue that they can improve training and collaboration.

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Can brokerages replace offices with Facebook? Ross Hair is betting on it. The founder of two real estate marketing training programs, Hair recently launched Boco Realty, a virtual brokerage that will use Facebook’s new business-communication platform, Workplace, as a substitute for a physical workspace.