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Recently, on a run through my brother’s neighborhood in Brooklyn, I came across something that really jumped out at me.

My brother is an artist and lives in a really cool, hip, up-and-coming neighborhood full of young professionals and artists. Real estate is going through the roof due to its proximity to Manhattan.

As I made my way back to his brownstone, I saw a sign for a real estate company. I had never heard of them—plus the name was catchy, so naturally, I was curious. It was next to a coffee shop but I could not find the entrance to the actual real estate company so I walked into the the coffee shop. Much to my very pleasant surprise, there was a big opening at the back of the coffee shop that flowed into one of the coolest real estate offices I have ever seen.

It was amazing and so totally Brooklyn from the huge aerial photograph on the wall down to the subway car handles on one of the columns. There were huge flat screens everywhere and a chalkboard with new listings and restaurant information.

This brings me to the recruiting topic. Tomorrow’s agents are in their 20s and early 30s. This is the sort of office they want to work in. They get hyperlocal, they get technology, and they expect an office and philosophy that reflects them. It still boggles my mind how many real estate companies don’t get this and wonder why they aren’t recruiting the right kinds of agents.

It’s a new generation with new expectations of their offline and online world.

I can just imagine how many potential real estate agents, or the young agents working at real estate companies that don’t understand this, come in the coffee shop and think the same thing I did…wow…what a cool place.

By the way, the experience didn’t end there. The minute I got back home I went online and guess what? This company’s web presence was just as impressive. Turns out they are relatively new, already have multiple locations and seem to be competing well with more established companies. I imagine the average age of their agents skews young.

Jose Perez is the founder of PCMS Consulting. For more information, click here.

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