Special Report: Indie brokerage strengths and threats

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  • Local control over branding and technology gives agents a greater sense of ownership.
  • Indie brokers feel their biggest threat is competition from big brands.
  • Visionary leaders drive indie brokerage success.

Modern consumers love their craft breweries, coffee shops and retail boutiques. But they also can’t say no to the convenience and scale of the robust Amazon Prime. In the real estate industry, you could say there’s a comparable David-and-Goliath competition between the nimble indie brokerages and giants the likes of Keller Williams Realty, Century 21 Real Estate, Coldwell Banker Real Estate, Re/Max and Berkshire Hathaway HomeServices. Though they tend to be smaller, to label indie brokerages as underdogs based on size might be a stretch. As one independent Kentucky broker put it: “Craft is cool right now. We feel that consumers trust independent brokerages more.”