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Real Estate Shrink: Over the past few months, I have learned a lot about you and the real estate industry. I think I’m really getting a feel for why so many of your buddies have gotten in trouble.

Broker: What do you mean?

RES: You’ve told me about all these different technologies that exist in the business, all the overlap, the forms, the spreadsheets, the checklists. It seems endless and inefficient. I think it would be good to look at the correlation between inefficiency, how you deliver a better experience to your agents and your clients, and how all this affects your bottom line.

RES: You know you have to deliver a better experience, but how can you when you have independent contractors running around doing things their own way. Where’s the consistency?

Broker: We have policies, procedures.

RES: But do you have any control, accountability, or transparency in those policies and procedures?

Broker: Our managers coach our folks all the time.

RES: But are they in every meeting, every closing, every conversation? I’m just trying to help you realize that your industry and what it does has been marginalized by all the information the consumer can get without you. Furthermore, isn’t the actual transactional process pretty much the same from one company to the next?

Broker: Yes.

RES: How do you differentiate yourself then?

Broker: We have a great brand, great people.

RES: Everyone says that. Do you really know what a brand is? Think about Apple and Starbucks. Those two companies understand the consumer and what they want. Why do people pay double for a cup of coffee at Starbucks and line up around the block when the new iPhone comes out? Is anyone lining up around the block to pay you more than the typical 6 percent commission?

Leading companies need to put in as many controls as possible rather than leaving everything to the mercy of their agents. You need to be willing to change your mindset and look at these things in a proactive manner, otherwise someone else is going to figure it out and you’ll be playing catch-up later.

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.

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