A large billboard came into focus along the interstate, the final indicator that my weeklong vacation at Lake Tahoe was over:
“Now recruiting dual-career agents”
Big. Bold. Proud.
And insane.
A large regional real estate company planted this billboard. I wondered for a moment why a respected real estate brand would do such a thing. But then it occurred to me that “respected” made no sense here; “recognized” was more appropriate.
Like in, “I recognized the familiar aroma of grease wafting from the lunch truck.”
I spent the next half hour thinking about statements that were possibly more offensive than the one plastered on this billboard:
“Make money performing surgeries – ask us how!”
“Now seeking motivated sperm donors – work from home!”
OK. Sorry. But you get the point.
Ironic transparency
This billboard is an extreme example, but we see it all the time: real estate companies opening up their robe just a little too far and revealing some unpleasant sights.
How many times have you seen a real estate school promoted on a real estate company’s home page? Or a “Careers” page promising “Leads” to those “New to the business?”
Do you think today’s buyers and sellers are too confused or too caught up in the “emotional nature of the real estate transaction” to notice this stuff?
Of course not. The whole world is watching now. Blemishes – let alone fundamental weaknesses – are nearly impossible to buff away. Stuff that didn’t strike a sour note during the good times rings with contradiction in an environment where the cover of Time magazine is dedicated to “Rethinking homeownership.”
Ouch
Maybe you think I’m wrong, that there will always be enough people to hire the friend of a friend who just needs a break, that we choose sales people we like regardless of qualifications.
You’re going to get dinged anyway. By competitors.
Companies with strong organizations, a discriminating approach to recruiting, and standards around service delivery are beginning to pointedly position themselves against the companies in their markets without these things.
It’s resonating.
Bingo
I started this post a few days ago. Today, Greg Robertson over at Vendor Valley posted the video below. I’m sharing it here because it encapsulates everything I’ve written above:
Real estate matters. Let’s treat it as such!
Local, Mobile, Social and the future of real estate
20 Tools to Bring your Real Estate Business to the Cloud
15 Ways to Make Your Marketing Mobile
The commercial would be more compelling if Re/Max wasn’t associated w/the most part time agents.
I agree with Kevin on the Re-max thing, but that is just more big box spin than walking the talk.
Every deal that I have done this year has taken all 20 years of my experience and 10 to 12 hours of work per day.
The last thing our industry needs is part time agents, and its certainly the last thing the consumer needs!
Thanks for the post.
I am just wondering where to pick up the application for the work from home sperm donor
Freaking classic Brian. As usual relevant and poignant post. Maybe it’s the workaholic in me but how can anyone who loves what they do so much that they do it brilliantly, do it part time!
Wish it didn’t hit home so much!
It makes me disgusted everyday when I try to book appointments or negotiate deals with other agents for whom real estate is a side job.
I wish that this was something that had to be disclosed to clients, especially sellers, because they are the ones not getting the professional they deserve especially in this market imho.
It’s the same reason we choose not to do mortgages as well – we believe to be a real expert/consultant not just a “door opener or sign hanger” we strive to provide value to our clients by doing this job “remarkably” well – not trying to see how much money we can make on every transaction from real estate, mortgage, title company, referral fees/mktg fees from vendors etc. We may not be focused on “multiple streams of income” however Real estate is all we do – and that keeps us busy enough trying to keep up in this every changing industry.
[...] make when you finally get a deal to the closing table.In his post on the 1000 Watt Consulting Blog, The whole world is watching, Brian Boero discusses what could become a trend among recognizable, established real estate [...]
Brian,
You are bound to get more than a few comments about part-time agents: pro and con, I’m sure.
Simply allow me to say, “Thank you.”
Thank you for calling it as you see it.
Thank you for showing that the most important people in the real estate transaction, the consumer, are watching this fiasco.
Thank you for continuing to be a beacon of sanity in an industry that is easily sidetracked by the siren’s call of the almighty dollar.
[where's the "Really Like" button for this post?]
you guys are branding guys. In Miami Re?Max (<<intended)office open an close every few years.
C21 and RM really need your help stat.
BHG is fresh. C21 and RM …well, …not so much.
Remax, has quite a number of part-time agents. Though the message is clear, given today’s economy many agents have had to take on part time jobs. RE-MAX OR ANY OTHER RE, FAMILY COMES FIRST, Do what you have to do guys, God Bless You. Papabear.
Brian,
Some really smart guy – I forget who – wrote this:”In real estate, stupid scales. Excellence lives in small pockets. That’s how it’s always been. And it will be this way until, someday soon, a rising tide of technology and consumer frustration reaches flood stage, breaches the levee, and sweeps forty years of toxic sediment out to sea.”
Yeah…what THAT GUY said…
The tipping point draws nigh…like a breeze against a house of cards…
Bring it,
Michael
I have often proposed this scenario…
You walk in your surgeon’s office, and there on the counter is a flyer rack showing the headline:
“Want a rewarding career? Yes, you too can join our team of surgeons earning $5000++ per client. Convenient on-the-job training. No experience necessary. Fresh leads every day. Join us for free coffee and cookies at tonight’s career night.”
I love how all of you FT RE agents (and every other blogger) are referring to yourselves as surgeons or doctors. Not even close people… your simply glorified used-car salesmen. Performing RE sales part time is no-where near performing any other profession PT. In fact, it lends itself to PT associates
Yes, PT RE agents can suffice and perform on-par or better then FT agents, provided they have a FT job that allows for leeway in their work schedule. Most PT RE agents are working some form of manageable FT job that allows for phone conversations or skipping out for appointments – not working at Wal-Mart or a fast food restaurant – your references are idiotic. IF you’re running into these PT idiots then it’s on the Broker to right the ship, the broker shouldn’t allow for such incompetence
The problem is, your run-ins have been with PT RE that are not giving it a fair-shake, not committing to the PT job like they should be – and shame on them.
With today’s technology FT RE agents are falling by the way-side, everyone can do their own research and gather enough data online to make their own educated decision – your just there to shuffle the papers and collect 2-3%. The RE world is changing, adapt or you’ll find yourselves working a FT job and doing RE sales PT!
Great post!! I think you hit the nail on the head. I understand people need to eat, but this is a full time job. period!
Just another example of the wrong road we continue to head down in this country. The financial bottom line and corporate profits dictate the realities of the day over customer service, quality, and simply doing the right thing. Unfortunately, not much gets done when most of us merely complain about these problems, yet ultimately do nothing as we’re accepting that, “this is just the way it is and there’s nothing I can do about it” syndrome.
From a real estate investing perspective, the incompetence being addressed in this post is detrimental to our livelihood as well. Unfortunately, despite our best attempts, the buyer is oftentimes negatively impacted by this incompetence too. On one recent project, appraisals based on wrong information, an uninvolved buyer’s agent, and numerous last minute paperwork documentation issues (despite the LO and underwriter having had over a month to review the documents in question and could have requested the necessary changes in a much timelier manner), resulted in nearly $15k in extra costs to our company and nearly a month delay for the buyer in being able to get the keys to his property.
Incompetence is painful for everyone! Thank you for the post.
Right on the money, Brian. And “part-time” has several meanings. It’s not just about associates who have another job, it’s about those who are retained on the team with only a few transactions a year. Until our industry becomes about talent selection instead of recruiting, and about standards and accountability instead of churning bodies and hoping some will “take,” consumers will continue to lack confidence, making it an uphill climb for the true professionals who are tainted by the rest. Thanks for continuing to shine a light on this critical area of our business.
Agree with the premise, but cringe even more at desperate agents who will stop at nothing to make that “must have” sale to cover next month’s mortgage payment. Ditto for attorneys and excessive fees and dentists for unneeded dental work.
Clients surely feel more comfortable with a professional who doesn’t “need” their business for next month’s bills.
Great post and very timely.
I agree with Jeff Douglass. In the last couple of years, the agents on the other side of my deals have for the most part been zeros!
Send in an offer. No confirmation. Try to get a response estimate. Nadda. Keep trying…back comes the attitude that they think you are bothering them.
What the cuss could be more important to a listing agent at that moment?
Unreal!
LMFAO. Brilliant. Yes, Re/Max has a lot of part timers, but hey, isn’t perception the name of the game in marketing? They need to deliver, and that is what will differentiate, but this should be a hit.
[...] Brian Boero, of 1000Watt Consulting points out, when the market was zipping along and property values were climbing, very few real estate insiders [...]
[...] Boero wrote an excellent post the other day called “The Whole World is Watching?” A large billboard came into focus along the interstate, the final indicator that my weeklong [...]
Brian, I put quite a bit of thought to your post and have written my views “The relentless pursuit of the status quo.”
http://www.realtyv2.com/2010/09/the-relentless-pursuit-of-the-status-quo/
[...] course, delivering a superior experience requires that certain basics are covered. If you recruit anyone that can fog a mirror and pay a tech fee, you’re pretty [...]
[...] of my favorite writers/bloggers, Brian Boero of 1000watt, has another gem up on his blog, in which he excoriates an unnamed “large regional company” for [...]