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Real Estate Shrink: You seem to have a lot of big decisions to make.
Broker: Yes, I do. It’s overwhelming at times.

RES: But it doesn’t seem like you really have a choice as it relates to some of the things that are going to keep you in business.
Broker: It’s just that we have always done things a certain way and I’m afraid to rock the boat.

RES: Change is hard, but sometimes it’s necessary. Do you think success in this new environment might be based on adopting new paradigms?
Broker: I guess so, but it’s not that easy.

RES: I’m not saying it is, but not changing is even harder. We previously discussed addressing Internet leads, and your fear was your agents and/or management might have an issue. Is taking Internet leads out of the hands of your agents a paradigm shift?
Broker: Sure. Most companies still give those leads to their agents. Some have adopted e-teams and the like, but we haven’t been able to get there. There’s so much noise out there and other companies willing to pounce on any misstep that we don’t want to rock the boat.

RES: Have you ever calculated how much money you might be leaving on the table because you don’t have an effective Internet marketing strategy?
Broker: Not really. It’s a big job and I’m not sure we are even able to track some of the metrics.

RES: With 87% of consumers starting their search online, don’t you think it behooves you to figure that out? Furthermore, do you think you might want to educate your agents about the importance of an effective Internet marketing strategy?
Broker: Yes.

RES: Do you believe if you positioned it correctly, they might look at you as someone who is leading rather than taking something away from them?
Broker: If you put it that way, I guess you’re right.

RES: I’m glad you agree. Let’s pick up on something else you need to change next time.

Jose Perez is the founder and chief visionary of PCMS Consulting. PCMS provides innovative solutions leading brokerages require to enhance their market position and profitability.

For more information, please visit www.pcmsconsulting.com.

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