Calling Brokers and Realtors – Get in or Get out… and Get Doing

My friend Marc Davison over at 1000watt Consulting wrote a post the other day called A House Divided that I think truly addressed the situation that we in the industry are facing right now.

“Let’s not beat around the bush. There are deep issues festering in real estate. I’ve addressed some of them: The disconnect between the industry and the consumer. The barricades thrown up against discounters and alternative models. The 100-year war for control. But brewing deep in the pit, at the bottom of it all, is a “War of the Roses” between real estate agents and brokers. A house divided. Michael Douglas on one side. Kathleen Turner on the other. I’ve been inside the house. I’ve worked closely with brokers. I have at times worked even closer with the agents. The indignation is pervasive.” – Davison

There are plenty of causes for the situation that we are in.

Brokers have given into split-exploitation, failed to move on cutting-edge technology, tried to grow by quantity instead of quality, and failed to move ahead online.

Agents have thrived on their independence, attempted to brand themselves apart from their company, expected your company to provide more and more for you, and failed to continue your education *this is not about intellect*.

So what is the cure to all of this?

BROKERS:

*Bridge the gap between your agents and make amends. Listen to their problems. Get involved. Offer CUTTING EDGE advice or hire a real estate coach who knows Business 2.0 to help them.

*DON’T give long lectures about, “Back to Basics” regarding postcards without meaning and cold calls. These work for some, but not for all.

*LISTEN and ENCOURAGE to explore emotional branding of their brand in alliance with yours. Help them to brand themselves and take it to the street.

*OFFER BUSINESS PLANNING AND ADVANCED EDUCATION: Help them learn about FHA financing, LEED certification, understanding social networking and more.

*Understand that you are on the same side. Cut the Us vs. Them bullsh*t and get over it. Your business depends on them.

AGENTS:

*Don’t wait for your broker to embrace new technology. Get out there, read blogs, contribute, subscribe to Fast Company Magazine, talk to innovators in the market.

*Realize that your Broker might not know exactly what to do right now with regards to business. This is a journey and something you might be making together.

*Embrace radical changes your broker might be making. This might not make sense, but all movement is better than standing still

*Focus on doing at least ONE THING each week focusing on your differentiation, and then communicate WHY you are doing it to your clients

*If you company or your broker are unable to provide you with cutting edge business planning, training, or coaching look outside. There are plenty of us out there willing to share our experience

*Understand that you are on the same side. Cut the Us vs. Them bullsh*t and get over it. Your business depends on them.

It’s not enough to be forward thinking anymore… you need to be forward doing as well. Align yourself, and align your business for success. Luckily I work for one of these companies… so they do exist.

Thoughts?

Matt Dollinger
@properties
www.TheYouFactor.com