By Real Estate Recruiting Coach Judy LaDeur
I am reading a lot of articles which say that 2019 is the year of the consumer-centric real estate office. Let’s evaluate that. I’ve always believed in managing from the top down, one layer at a time. Leading from the top down, one layer at a time, with the right people, is still the most effective way to be a profitable and dominant real estate organization. Nothing that I’ve seen in the past year or two has changed that belief.
What that means is that the owner, the person at the top of the pyramid, needs to be a visionary. They’re the rainmakers. They create opportunities. They create the atmosphere. They have the vision and they share it with the builders of the organization. That’s what they love to do! Here’s the catch — every good visionary needs a person to keep it all running and to keep it together. The Leader needs a person with great people skills and lots of patience. Sometimes this is a general manager. Sometimes it’s a manager. If the leader of the organization chooses the right individual, who cares about their people and gives them the support, that’s the best recipe for success.
Next, empower that person or persons to hire the right agents. When you take care of your agents and give them what they need, emotionally, physically, and professionally, they will take care of your clients. Ours is a relationship business which means that the client needs to have a relationship with the agents for repeat referral business and long-term business relationships. When everyone from the top down embraces and empowers those in their care to do their job to the best of their ability, everyone wins. Well-trained, well-educated agents who care for consumers. I think that is when the consumer wins.
What is a consumer-centric organization? That’s when the person at the top jumps over the agent and focuses on what the consumer wants and needs. From my viewpoint, 20% of consumers would like to handle every aspect of the transaction. They love all the new technology as well as the control that they now have to be involved if they choose to do so. However, 80% of consumers still prefer to have an agent they know and trust to handle the details for them. Agents-centric or consumer-centric? My money’s on agent-centric. Not only today but as we go into the future.
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were technology and private funding. I think 2018 will long be remembered as the year of new technology and change. Everyone is still scrambling to get their sites completed, renovated, updated and relevant. The new technology is a permanent change, and we predict that it will benefit all. My predictions at the beginning of 2018 were that the disruptors would not truly interrupt most businesses and that the focus of every broker should be that of taking great care of their agents, staying vigilant, and providing the tools and resources that agents need most to best serve their clients.
business they have spent years building. Of the agents that would like to sell their business, most don’t know how and without help would likely experience problems with tracking, second party referrals, the buying or selling agent going to another company as well as trying to determine who is responsible for keeping the business going through advertising, marketing and mailing. Understanding how to help an agent sell their business is a Recruiting/Retention tool that allows a company to capture the market share of retiring agents within their market. It’s not just for agents that are considering retirement in the next five years, it’s also a great opportunity for agents with five or less years in the industry who want a jump start by purchasing someone else’s business, as well as the agents who find themselves in between these two scenarios who want to learn how to make their business saleable in order to get top dollar in the future. The best part is that there is no money up front, but lots of money over the next 5 years, so it’s easy for any agent and any broker to implement.
