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Prepping for the Future of Real Estate

It should go without saying that superior customer service is the best way to grow your business, whether you’re competing against traditional brokerages or new real estate models. There will always be room for top-notch, experienced agents to gain ...

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Gould Share This Post Now! It seems like the real estate industry has been “ripe for disruption” for decades, although it’s hard to recall a time when the headlines sounded as threatening

Over the past year, countless news stories and opinion columnists at major publishers have cited statistics and reported on start-ups poised to shake up the status quo

The stories seem to go hand-in-hand with a broader, recurring theme: technology will soon make virtually every job obsolete. Admittedly, the numbers are impressive

Investor funding runs well into nine figures for the two largest direct homebuyers, Opendoor ($320 million) and OfferPad ($260 million)

Among technology-centric brokerages, Compass Group recently landed another $450 million in funding, the largest U.S

real estate technology investment to-date. Should traditional brokerages feel threatened? Perhaps

Any firm that maintains a “business as usual” mindset, in any industry, is vulnerable to new competition

However, as long as brokerages are keeping up with changing consumer preferences and adapting to serve an evolving market, they should fare well

In my opinion, there are several ways to do this: Content Square 1. Embrace technology

Whether it’s new ways to market properties (virtual staging or tours), better ways to manage transactions (using DocuSign, zipLogix, etc.), or more efficient business prospecting (via strong Customer Relationship Management [CRM] systems or new predictive analytics), there are many ways to leverage technology to make your agents’ jobs easier and win over new clients. Deliver full service

It should go without saying that superior customer service is the best way to grow your business, whether you’re competing against traditional brokerages or new real estate models

There will always be room for top-notch, experienced agents to gain business from appreciative customers

Help your agents find ways to up their game. Foster relationships

Real estate may be about properties, but it’s ultimately an industry that centers on people, especially on the residential side

Technology can support those relationships, but it will never replace them

Content Square 2. Understand and promote representation

Within the Real Estate Buyer’s Agent Council (REBAC), we’re focused on helping buyers gain a better understanding of what fiduciary responsibilities mean, to them, in a real estate transaction

The point is equally important to sellers

We’ve found that agents who place a top priority on their representation skills consistently perform at a higher level and earn more clients. Never stop learning

NAR offers many designations and certifications

While some agents gravitate to them for continuing education credits or personal marketing purposes, the greatest benefit of education is the opportunity to continue expanding our knowledge and skills

This includes learning how to adapt and compete against new real estate models. Finally, I’d like to add that our most recent issue of Today’s Buyer’s Rep (the monthly REBAC newsletter) explored this topic in greater depth to help REBAC members get further up to speed on developments and implications for real estate professionals

We encourage REBAC members to check it out—and encourage brokers to support the ABR® training and other educational opportunities for their agents

If you’re not a REBAC member, but would like to read this issue, please email for a digital copy. Content Square 3. Marc D

Gould is senior vice president, Member Development, for the National Association of REALTORS® (NAR) and executive director of the Real Estate Buyer’s Agent Council (REBAC)

A wholly-owned subsidiary of NAR, REBAC is the world’s largest association of real estate professionals focusing specifically on representing the real estate buyer

With more than 30,000 active members, REBAC awards the Accredited Buyer’s Representative (ABR®) designation to REALTORS® who have completed the designation requirements. For more information, please visit For the latest real estate news and trends, bookmark Facebook Comments Standard Mileage Deduction If you drive 10,000 miles or more per year for your real estate business, it's likely you'll get the greatest tax benefit by taking the standard mileage deduction. Track your mileage with QuickBooks Prime Square Trending Measure Progress, Not PerfectionConsistency Is Key for Market DominationDEADLINE EXTENDED: RISMedia Power Broker Survey Open Until Feb

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