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A New Real Estate Concept - Would You Like Paper or Plastic?

This is an interesting idea. Re/Max of New England has signed an agreement with Stop and Shop Supermarkets to open as many as 17 real estate offices right inside their stores.

Jay Hummer, executive vice president of the organization has said that the move will begin over the next three to four months.

"It's something we've been working on for a year now, says Hummer. "It's a great way for our broker-owners and agents to be able to connect with the consumer...in a very convenient location." Via Enterprise News

Big on convenience but small on space, the supermarket-based offices will range in size from 200 square feet to 400 square feet. Each office will provide MLS access for consumers. The company plans to have several agents based out of each location.

Stop & Shop has had a history with pharmacies and flower shops in their stores, but this will be their first attempt at housing real estate agents.

The prototypes for these offices are to be in an open air environment which could mean doing floor duty with the sound of cash registers and squeaky carts.

This is certainly out-of-the-box thinking and could be a unique experiment.

But, will real estate agents really want to go to work in supermarkets?

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Posted by Claudette Millette - Metrowest Mass Buyer Broker on 01/27/2010 10:29 PM

Comments (131)

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131 Comments on A New Real Estate Concept - Would You Like Paper or Plastic?

JAN

2010

The vision of a frustrated agent feebly putting their pen and name tag down, walking out of the office, and then starting to bag groceries popped in my head.

Phil:

That's an interesting image.

I also like the convenience factor - "Eggs, bread, milk and a four-bedroom colonial, please."

I agree with Philip - but maybe I would get my grocery shopping done! This really takes one stop shopping to a ridiculous level! coffee shop, drycleaner, bank, pharmacy, and realtor all in the local grocery store - I guess it is not different than the kiosk outside the Victoria Secret in the mall though.

Lisa:

One-stop shopping may be the way of the future. Just imagine getting groceries and your dream home all in one trip :)

Claudette, it makes sense to go where the people are as an added convenience to them. On the other hand do you think it cheapens the image of a real estate brokerage?

I can hear this conversation now: Real Estate Consumer: Excuse me, but where is the real estate office? Pimple faced bagger: Dude...that's down isle 9, hang a louie by the dental floss and it's straight ahead...you can't miss it...it's right next to that Depends stuff.

I know there are strict rules about separate and distinct space for a brokerage in a retail environment and all, hopefully maintaining professionalism...just not sure I'd want to be a part of it.

I just proofed this comment and I will say...no...I do not want to be associated with this...I think I'll stay inside the box until a better Idea comes along...but don't listen to me because I'm usually wrong about new ideas like this.

Hi Claudette,

Wow, I am a little surprised at this announcement. Out of the box thinking for sure. I am not even sure how I feel about this but I did have a visceral reaction as I read this. Guess I will keep quiet on this one.

I think it makes sence, as long as it's a nice professional. Why not?

Wow! I shop there and am looking forward to seeing how it all works out. I think your leads will be "soft" ones and only new agents with not a lot of leads will want to work them. It's like floor time with worse odds.

Should be interesting, though!

I know that some banks have done well with that concept. Some firms have been in the shopping malls with success also. It will be interesting to see how that goes.

JAN

2010

I think our lives are all about conveniences now. At Walmart, we have our tax preparation service booth set up, so I can see how the broker felt that was a good thing to offer.

I know it will gain some exposure. It will also gain some new clients.

But if a consumer chose a realtor based on convenience, (and not expertise) - I sincerely do hope those agents that service the clients know what they are doing. Not many do.

Nick:

I am not sure if it cheapens the image of real estate, but it certainly puts another face on it. Maybe it is something that people would grow accustomed to.

I like your dialog - funny...

William:

It is a bit surprising. But, you are keeping your opinion to yourself, right?

Dan:

It probably could be done in a professional way. It will be interesting to see exactly how they set it up.

David:

Yes, I wonder if it would attract new or more seasoned agents. It could also be floor time with better odds since there will be a lot of walk-in traffic.

Guy:

The success with the bank model may be where they got this idea. Do you think?

Loreena:

Yes, it is all about convenience. Like getting your flu shot at CVS. It's a idea that could possibly take hold, depending on how they run it.

Going where the people are doesn't always work. Depends on why the people are there.

I know brokers with kiosks in shopping malls that lose a bundle through high rent and low consumer interest.

I also knew an attorney with booths in a local supermarket. That didn't work either.

It will be interesting to see if it works. It will catch on if it does work.

OK, I'm with Lise #3 idea- I would love to have a kiosk outside a Victoria's Secret! That would be the sort of 1-stop shopping that would get my attention.

I read about this last night and thought the same thing--it's out of the box. Regardless of whether it works or not, I have to give them credit for doing what everyone else isn't. Sometimes that's how innovation occurs. But on a practical note, I wouldn't want to be the one at the desk in the grocery store!

Here's the problem: you don't look very professional.

Wine stores, cleaners, camera shops (before digital) seemed to do well. Banks have a real challenge.

No one really wants the "grocery store lawyer" to represent them in Court.

A well placed office location, seminars on home buying or home selling offered in convenient locations and so many more ideas make more sense than putting Realtors® in the middle of a Stop and Shop.

I have set up a small kiosk at Costco for 3 years. Additionally one company I was with had one inside a wing at our major mall.

The RESULTS were : Altho we did get some real estate leads, you had to assertively step out of your comfort zone to meet & greet people !!! NO CHAIRS were permitted !!! After a month or 2 it becomes very hard to maintain a duty(coverage)schedule at these off sites ! The same agents who won't PROACTIVELY prospect are now disappointed that they can't be mere "order takers" at the supermarket !

Hi Claudette:

Very interesting concept! Good way to get "face to face" with people.

But I can see that it could be a total waste of time talking to people who really don't want to buy and sell, but are in the store to grocery shop.

If I was going to work in a grocery store, I would be a cashier. Less headaches and liability. It sure will be interesting to hear how all of this works out for RE/MAX.

We had a local real estate company try that concept in our biggest mall in Tulsa. Didn't work. People don't go to the mall or to the grocery store to do real estate. Most agents got frustrated because no one would ever stop to talk real estate. Didn't last very long.

Claudette, It's an interesting concept. When I'm at the grocery store I want to get in and get out. Having an in depth conversation while the frozen food is defrosting doesn't appeal to me. I'm curious to see how it turns out.

Hmm. Interesting concept. During college I had wprkies in a bank as an account rep. And we were supposed to go bother people in the isles. It sucks.

I have never been a conventional person and I'm all for breaking old tradtitions and exploring new ones. I hope this new concept works out well. Wow can you believe we are all here talking to one another via the internet using these new fangled machines called computers? Who would have ever thunk it?

Visibility, visibility, visibility. It is a sound idea.

Claudette...

It wouldn't work for me. I'd weigh 1000 lbs at the end of a month!

Hmmm...I gues it depends on the market segment that they are going for. Not sure if this is my cup of tea. Then again I would not mind setting up shop at say...Neiman Marcus ;-)

Lenn:

So, you have seen this in action. I can see how the high rent would be tough to overcome for the high visibility and low results.

I really don't think it would be effective for attorneys either.

Chuck:

Do you think your Re/Max will give it a try?

Phil:

I think you are mixing business with pleasure there...

Peggy:

Neither would I.

Brian:

I am in agreement about the "grocery store lawyer." I wouldn't want that kind of leaky representation if I were in a "jam."

Cindy:

You are right. Those concepts are tried and true. Someone is being very experimental here.

Michael:

I can see how some agents might think this is chance to be an order taker. Unfortunately, I think there would be much more work to it than that.

Toula:

It may be like the people who try to flag you down to try their perfume when you are trying to shop at the mall. People just want to get their shopping done.

Kris:

The thought of being a cashier - a lot of people interaction but not too many headaches.

Bob:

I believe that. It goes along with what Lenn has said and makes perfect sense.

I saw a post on a big real estate blog slamming the idea yesterday and it had a photo, or maybe it was a mock up. It is very open and attractive, will show off the brand in the community.

I was with Coldwell Banker in the 80's and we had a second office in the Sears store at the nearby mall. Within the past decade I remember opportunities to take floor duty at a kiosk in a local mall.

I think it will be good for brand recognition, but I'm not sure what else. I don't think you will get too many consumers that want to surf the MLS with a baby and groceries in the cart. Maybe the computers will attract kids while their parents shop, but I certainly wouldn't want to talk about listing my home in any thing less than a private setting.

Since we have lots of stop n shops in our community - I think I'll see for myself how this works.

Ouch. Successful agents aren't even found in their own offices. We are out and about, networking, viewing property and being involved in the community. Sitting in the grocery store hoping a grocery shopper will stop by to surf the net for homes before they take their groceries home? Out of the box? Put it back in the box.

Claudette, I think this is a smart way of thinking, so many things can be done on-line with out a trip to the store, but one thing that get people out of their homes is food shopping. The idea is ahead of the curve.

Claudette, I for one am jumping up and down about this. Talk about a one-to-many marketing opportunity. I know a lot of people with kids. When I'm at the grocery store site, and the kids run over to hug me, the shoppers who don't know me will think, "Hmm - what a friendly real estate agent. Approachable. I think I'll ask her a few questions." It may not appeal to all, but I can definitely work this. Unless I have to cook while at the store. Then I'm in trouble.

That could be a great concept as long as the agency know how to work it. It is important to also create some fun contest or buzz that draws consumers to stop in. Not to mention well trained and skilled agents to service the clients and customers!

There was a company that tried it in Ann Arbor Area, didn't work. But, it will be interesting to watch. I don't do banking at the Grocery Store, I am in a hurry and want to get in and out. But, ya never know.

Hi Claudette,

Around here our grocery "superstores" have a cafe for a place to grab a drink or a snack, a flower shop, offer a wine store, and do have a financial area - but only because President's Choice offers credit to buy groceries with. The new stores that are going up around here have groceries on one end and housewares like towels and snow shovels and dishes on the other.

There is an upper level that has washrooms, rooms to rent and a kitchen for cooking classes.

This set up really works well and I think that's because pretty much everything in these stores are related somehow to what is needed for the home.

I am totally unfamilair with what Stop and Shop supermarkets are set up like, but it may work if they really thought out the logistics properly. Which, if they're doing floor duty around the cash registers, they haven't.

I would think that a quiet area away from where people are on their way out would be the best place to put their office. Somewhere near the housewares where people are most likely to take the time to talk because they probably haven't put the ice cream in their carts yet.

I think any idea has the potential to work, as long as it's been thought out properly.

Interesting...I guess I would be concerned about the concept of a realtor as a commodity rather than a professional.

This sounds like a very interesting concept. I would love to see how this all plays out.

Seems to me it would be more effective to have a self-service information kiosk rather than manning it. We're in a MUCH smaller market in a primarily second home resort community and have a main r.e. office plus a small self-service informational kiosk in the retail shopping square. We used to staff it during peak season, but found that the sales person often scared away people who would otherwise like to browse display panels and flyers without any pressure.

Jan

Hi Claudette,

I could see this working, since many of the larger grocery stores here have everything in it, including a large Exercise Club, flower shop & medical facilities. They would bring in potential real estate customers, especially women, since women are the majority of the customers who "buy property"... Very similar to a Real Estate Kiosks in the malls here in Saint John, New Brunswick, CANADA.... ;>))

Claudette: It's not a new concept here in the Chicagoland area. We've tried it before with Coldwell Banker offices in Sears stores and the malls. Did not work out! Total waste of time. I guess people will try anything! I left a company BTW that had the possibility of being bought out by KMart years ago and they were going to do this concept. Real Estate & the blue light special? I bailed on that company and their asinine concept - went to RE/MAX.

Interesting concept...I hope that it works out. From a consumers point of view I would question the quality of the agents manning the shop. From an agents point of view...I would want to make sure that my location was adjacent to the pastry isle.

you wrote: "But, will real estate agents really want to go to work in supermarkets?"

The real question is, will home buyers and sellers realy want to talk with a real estate agent in a supermarket?

Amy Hunter

Out side of the box thinking, but I wouldn't want convenience for one of the biggest assets I purchase.

This does nothing to improve the image of real estate agents - sure hope it doesn't come to this

I think this idea is akin to the mall kiosks that in my area have been very unsuccessful. Hope the agents don't have to bag or cleanup on aisle 6. It will be interesting to see how it plays out. I shop at S&S so I'll be watching.

I'm wondering how much the big hot air balloon will charge the agent for desk fees on that brainy idea. I don't think it worked so well for banks that tried it and I don't think it is going to work for real estate. Buy your groceries and list your short sale. Food stamps accepted.

Please keep us updated on how it goes. I know in our area banks in supermarkets typically do well but other business types have not faired as well.

Maybe it will work if they tie it in with handing out food samples? Today's special is a beef brisket (as you hand the sample out) that will be wonderful to cook in this large family kitchen in the 4 bedroom Colonial on Main Street (point to the flyer on the wall behind you).

Seriously, I think it might be something that could work but only on a limited basis. It might be a good place for new agents to start but I can't see agents who've been in the business for years flocking to the grocery for their clients.

I think it's a great idea! Local Re/max offices that are next to a big-box grocery store do very well. I wish them great success!

I remember when Coldwell Banker did it in the Sears Stores. Not sure how this will work out, but every day, the thousands of people who grocery shop will see the ReMax office, furthering, it would seem, the branding of the ReMax name. For me though, it's like floor time and I don't do floor time.

Claudette, I think this is a very innovative idea. We work in numbers and a super market has lots of people....what better way to reach the public than to offer them a service when they are out and about anyway! It would be a more productive floor duty for sure! Better than knocking on doors! Please give us a follow-up!

If it works it's a great idea. I do see a problem though. You could have a lot of people taking up your time that have no intent to buy, sell, or do anything with you. Personally I am not a proponent of shotgun marketing. Targeting is where I think we do our best work with the highest percentage for success.

Maybe I am just being stupid but without a separate space with four walls, doors and a ceiling how could the Broker guarantee privacy to their client's conversations and files. And the noise factor, I have this image of a Realtor on the phone with an upset customer and all the sudden you hear on the loud speaker "clean up on isle 9"', the next thing the Realtor hears is a dial tone and receives a termination notice the next day (with good cause).

This has been tried before in Costco - in the same market as Stop and Shop New England. It didn't work then. The agents worked in shifts and found little or no value to it. It was stopped. Now Stop and Shopt is a a little different than Costco and this is a new year so I guess the past results are not neccesarily a predictor of future success.

I'd have to add, though, that with ever increasing numbers of people starting their home search on the internet it seems like they are going after a demographic that is shrinking before they even start.

After all, it's not like Real Estate offices are difficult to find if you feel like talking face to face with an agent. Our office is on a busy street, next to a restaurant and a jeweler, across the street from a small strip shopping center with a deli, a dry cleaner, a Chinese take-out and a few other "errand" places. It is very rare when someone who is running their errands decides to stop in at the Realtor to discuss homes.

I did have a sale from a walk-in about 2 years ago but it was a man who was relocating and dropped by our front porch to pick up a local HOMES book. The rack was empty so he came in to ask if we had any more. We chatted and I sold him a house - but it was not his intent to talk to a Realtor that day, he was just scouting the area.

Now - as somebody mentioned above - a self-serve kiosk might be cool. How a about a touch screen terminal connected to the broker's IDX website where you can search for listings and be given the opportunity to register your profile? I can see people stopping for a minute to do a search. I don't see too many folks wanting to allocate unplanned time out of their day to sit with a Realtor.

I think the leads will compare to the type gained at a booth at the home show. After the home show we always have to sift through hundreds of sign ups to come up with one good lead. Maybe it will work out but I know when I go to the grocery store, it is because I need groceries. I am usually in a hurry and don't really have time to talk.

Don't think it will work, but that is just my opinion.

This is definately thinking outside the box. Not sure I agree but will be interesting to watch.

Like many others have said, not entirely sure how I feel about this but will certainly keep an eye out on this news and see how things play out. Could be interesting...

Claudette,

Well this is ia new one to me....sounds like it has been done with little success. I am with the majority here, it sure would remove the professionalism of our business. Does ambulance chasers and used car salesman come to mind....we would look like cart chasers...

I 'manned' the kiosk at the mall when I was with Coldwell Banker. It was horrible. I think you'll only get the newbies and the desperate agents in there. (Both of which I was at the time!)

Jen:

I think most people feel that way about grocery shopping. Will they want to be harassed about real estate while they are there?

Trisha:

That does sound like a college job. You probably don't want to go back there.

Charita:

Exactly - who would have thought that, years ago?

Todd:

It would definitely have high visibility. The question is, would it be effective?

Richard:

You would have to learn to hang around at the salad bar.

Russell:

I think your Neiman Marcus idea is a much better one.

Interesting idea - at least Remax is creatively thinking. But I think that the only ones who stop to chat about RE are the ones who stop to chat about anything.

Myself, I am so grumpy when I have to grocery shop, I don't stop for anything or anyone, just want to get the stuff and get it home.

Around here, golf is huge, maybe a booth in the clubhouse would be good.

I think it is an interesting concept, but if the supermarket closes and an agent needs to go to the office will they have separate entrances? I know here markets are not open 24/7 and are closed a couple of holidays a year. Full fledged office would be different than kiosk, who knows, it might work. Can't wait to see how it turns out!

Claudette...I am not sure if I care for the idea. It may have to do with the clientel I am trying to attract.

But I have seen stranger things in my life. I thought of moving my office into my local bank. I seen a lot of benefits, but the walk in traffic is 1/2 of what it was a few years ago with internet banking.

I read many of the comments and there are alot of great ones. I am sure this will be watched very closely.

Interesting concept however if the typical consumer is like me it would not work, then again I don't think I am a typical consumer. This experiment will be interesting to follower. I do hope they will open just one of these office to gage the success before moving forward.

I think the agents would have to hand out free samples, like cheese on crackers or maybe those little hotdogs wrapped in bacon, to attract attention. Grocery stores are always calling me to see if I would like to advertise on the check-out receipt or maybe put my photo on a shopping cart, and I have no idea why supermarket chains think I would do that.

I am sure the big wigs in marketing did their home work....it will be interesting to see if it survives.....I used to work for Stop & Shop and I know their flower shops put a lot of florist out of business. I will bet that for the most part you will have new agents putting time in until it shows it is successful. Very interesting.....it just might work.

Maureen:

Did you take those opportunities to work out of a kiosk - and, was it effective?

Weichert:

I can see that there would be a concern about privacy issues in the middle of a supermarket.

SarahGray:

Good point. I don't think this idea is exactly your cup of tea.

Steve:

The different opinions on this are so interesting. They may set this up and find that it works for some agents and not for others. Just like so many ideas.

Kathryn:

With an outgoing personality this may be just the thing. - Cooking is not my thing either.

Eileen:

A contest would probably be a good compliment to this type of business model.

Missy:

So, you have seen this tried before - I have not. I agree, most people just want to get in and out when they do their groceries.

Pam:

That's an interesting thought - near the housewares, away from the frozen food section.

Lisa:

There is always the question of whether or not it is a professional setting. I have been surprised to read here in the comments that attorneys have actually tried this.

Kim:

I will be interested as well. Who knows what will take hold in this type of economy.

Jan:

Self service kiosk, as in brochures and information? That might work but wouldn't really be a real estate office, would it...

Ann-Marie:

There is that concept of having everything all under one roof. That may actually appeal to a lot of people. Just like when they used to have travel agencies everywhere.

What's next ? Your Airline Hostess comes up to you and asks Coffee, Tea, Condo or Bungalow? While I wish them well, we have enough trouble getting agents to cover Floor Duty let alone showing up for a shift at the grocery store.

Bill

Hi Claudette. I am with Coldwell Banker and I like this idea and concept. It brings the agents directly to the customers. It may work. I wish them the best. ~ Lana

Claudette, I wish I could ask them why they think THEIR stint in the supermarket will work. Because I too have heard that it is a wash with high rent and no ROI.

We don't have Stop and Shop here here in L.A. It doesn't sound like its an upscale type of store where that could possibly make a difference? I don't know about this one.

You can base me out of TJ max. Now that would be interesting. My commissions would be gone as I get them.

Claudette,
I hope they have a drive through window so we can get fries with our condo!
I wonder if the floor duty agent will wear a special little paper crown or hat?
What does this concept say to the consumer about Realtor's level of professionalism?

I don't think the supermarket will be allowing the agents to pander to their clients in the aisle. I would start shopping somewhere else. I have a hard enough time at Walmart, everyday someone is trying to sell me cookies and candy for their cause but now I have to duck an overly aggressive realtor too.

Grocery shopping is a chore and I don't think many consumers will want to combine house hunting and stocking the family pantry--but time will tell. Now if Wells Fargo, Bank of America or Chase wants to offer office space I might think twice about it.

Banks have been in supermarkets for several years now. Might work.

BUT, some consumers here DON'T like the little medi-clinic in the grocery store. Why go to the grocery store and pick up germs, they ask?

Depends on how much it costs, I guess. Many years ago, our broker had a kiosk in a mall, and I think it lost money. Hard to get dependable floor duty staff, and consumers basically ignored us.

Sarah in Nashville

I can see a display with listings of homes in the neighbourhood but not to excited about the thought of an actual office space. Hope it does not come to our corner of Canada.

We have had real estate kiosks in our largest shopping center for years. The agents involved had to split a fee to cover the rent. The results were mixed.

Verrrry interesting. I am not sure how I feel about this. :)

I had a friend try this at a local grocery store in the Denver area. It was a large, lighter than air franchise, opened as a branch office to a larger office and this grocery store was in an area that he farmed and had some name recognition. The concept failed for him, miserably. Not sure why but I just can't picture too many people wheeling a cart into my office and watching their ice cream melt as I explain the definitions of working relationships to them...

I hope it works out. Instead of sitting on their butts they are being proactive. We need to evolve and if this gets them or the company name in front of more people, they accomplished some of their goal.

Claudette asked: "Did you take those opportunities to work out of a kiosk - and, was it effective? "

I did not. Probably partly because I had spent about 3 or 4 hours a week, every week in an office in a Sears store a decade earlier. That was in addition to "floor time" in our real office. Renting the mall kiosk was an expense, I had not had to pay to sit at Sears. Perhaps that is a diffference too. I am sure my Sears experience colored my decision about the kiosk opportunity. I heard about the results in manning a mall kiosk from a couple of people.

I read more about Re/Max of New England's offices in Stop & Shop stores on Inman this morning. It will be interesting. I think it will certainly increase brand awareness in their market.

Interesting concept though if I were listing or purchasing a home, I'd want a little more privacy than an open office in a supermarket. It would be great for branding and an internet station getting a quick look at the latest homes lissted in the neighborhood - but an actual office? I don't think so.

Great Post... It could be a formula for success. It works for big banks, why not Real Estate. I think it is a novel yet effective concept. Most shopping carts here in S. Cal are plastered w/ agents faces and business information, now those very agents can help you out to the car :-)

I've thought more about this: I think there would seem to generate initial interests for the convenience factor, but in the end, the consumer will come around. They will never (should not) select a realtor out of convenience...

I am a RE/MAX agent and I have to say that the company has always seemed to be thinking outside the box which I find very impressive. I was intrigued by the Stop & Shop concept but not sure what to think about its likelihood for success. It is always great to try an idea since it could take off...I remember doubting the success of the debit card when it was first introduced in the 90s! Thanks for letting the community know about this new idea...

Our company has a kiosk in the mall that generated over 85 sides this past year so I know first-hand how well this concept can work. We never have problems staffing it because it's a great source for leads, especially for our newer agents. And, interestingly enough, we are right outside the Victoria Secret store - but we were there first!

You can make jokes all you want, but this an excellent way to get people in front of people. It can't be a bad thing.

I honestly do not see this working. It might get their name buzzing for a while, but as most people have computers and the Internet I still believe this is where most of our clients will generate from. I for one would not do floor duty.

Im not trying to hijack your blog post....But, you should read the debate goin on at

http://activerain.com/blogsview/1457108/re-max-opening-offices-in-grocery-stores-

This post was featured in Dedicated Bloggers and Chaos Club :-) Jason Crouch and I go at it all down the comments. :-)

What a new concept i think this is a great idea and it should work well. Do the agents bag groceries as well. Todd

Hmm? We tried this back in the 90's in the malls until the rent got so outrageous. I think it will work, but as always, the "lucky" agents will end up getting all the good customers!

Thanks for the latest news. Interesting concept. They tried that in the malls, kiosks. Banks are in the local markets here in town. It's convenient. Everyone has to go to the store.

Sounds like a bad idea to me. Renters "looking to purchase their 1st home" and home owner "seeking to upgrade" need to do at least a little work to reach a Realtor. The reason I used 'quotation marks is people love to kick tires and just see what is out there and think "what if."

Serious buyers will take the time to find a Realtor. This plan will lead to a lot of dead leads and probably more than one agent switching brokers.

There is no way I would work in a supermarket. Makes the biz look cheap. However it is interesting to hear about new ideas. Our industry will continue to change in the coming decades.

Hmmm...I guess the mall is no longer generating enough traffic for your prototypcial Real Estate Mall Kiosk. But the public still goes to the supermarket - everyone's gotta eat? Right?

That wouldn't fly in PA. The law states you must have a conference room, which means a suite of offices and a "private place to do business" to have an office, including a branch office.

It doesn't feel like the kind of service that is associated with grocery shopping. A bank makes sense. You're out running errands and you want to hit the bank on your way. I don't envision a person with a cart full of groceries having an epiphany that today is the day to start looking for a home. All the while the milk is going bad and the ice cream is melting in its container.

I'd like to see the rate of success and if business improves or if business remains the same in a more annoying setting.

I'd also like to see the conversion rate. I want serious people not everyone thats walking through a store to stop and ask "how is the market?"

My broker's reaction when I told him about this post was " maybe I should call Walmart." Why not. They are putting medical clinics in some Walmarts now. But this idae doesn't get me excited.

Lots of controversy here. I actually think this is a good idea. Why? Because I was totally new to this area when I started selling real estate. So how does one build a sphere of influence? By being in places where lots of people congregate. A grocery store is one of those places. I do believe that more people would buy/sell if information was more accessible. Case in point, I work lots of open houses. I am surprised by the number of people that attend these open houses and know nothing about the current housing tax credits. With all the information in the news, how could it possibly be that these people don't have this information? Because maybe they don't read the paper, don't watch the news and don't have internet access. How else would they know unless they spoke with an agent. Maybe if an agent was more convenient, it might be easier to get answers to real estate questions.

My bank has a place in the Supermarket. I hate using that branch, and the only time I do is after hours at the regular bank branch. Why do I hate using the supermarket branch? THE NOISE and LACK OF PRIVACY. Even though real estate ends up being on public records in the end, there needs to be some privacy during the act of obtaining the property. The other thing, the noise, might can be mitagated with the correct configuration, but it will still seem noisy to the consumer entering the store. It is an interesting concept though, I would like to follow this experiment to see how it works.

Claudette -

Wow, that really is out of the box. I think I agree most with Cindy #17, there are a lot of other and better ways to get the work out about the real estate market and processes. I just don't sse it working.

I seem to remember something like this when Dean Witter (I could be wrong) was going to open offices in Sears store back in the late '80's or the local bank that opens an office inside a grocery store. It turns out that people didn't want to discuss investing when they were looking for Craftsman tools and that went away. Lately, I've noticed a turn over in the banks that local grocery stores have in them andin my opinion due to the old company finding that the fees or return on investment were not so green next to the produce department.

As someone mentioned before, it may help for the company branding, but it doesn't seem like a very efficient way to spend time & capital. Time will tell if I have a clue on this or not.

Our self-service kiosk has brochures, flyers, etc., but it's also fitted up with lifestyle and listing display panels and our branding is evident throughout...so, in reference to your question, Claudette (#70), I do/would consider that an office!

That's interesting. Cloud space to go along with the new cloud computing trend.

I don't want to knock the concept yet. It might work, although I would not want to work at a supermarket. We have Stop and Shop supermarkets in Connecticut and they do have a bank in each store. I wonder if the banks are part of the package - that consumers will see a house they like, then go see a mortgage officer in the next aisle. I'm afraid that the offices will attract curious people, not true consumers.

Hi Claudette, Makes absolute sense to me. The consumer is in a relaxed atmosphere and the setting is low key. I'm betting it works out just fine.

Thanks for the post today....I enjoyed it.

Patricia

Interesting concept, I am always in a rush to get my grocerry done and be out of that store. Wonder person like me would say if some approach me for real estate, I would love to see some home but have frozen food ...sorry some other time!

Claudette, I would say no. Most real estate agents you would have to have nails to put them in a chair here. It is mingling with the public though. Kind of like a tax service. My prediction? A complete flop!

It maybe OK to get prospects, but how are you going to have a serious conversation with someone who is worrying about getting the ice cream home before it melts. If you do find a good prospect you are certainly going to have to work with them from another office. Who in the world when going to discuss one of the most important steps in their life wants to talk about it in the Kroger.

Whether or not agents will want to work their is going to depend upon the number of people they talk to and the results they get.

It's interesting in concept, kind of like the real estate kiosks in the mall except people will probably see them more often.

I'll work anywhere if it means more business. I love the idea!!!

Odd this would be mentioned. A couple of weeks ago I ran into a similar office (but c21) with about the same sized space in a grocery store here. I thought the concept was CLEVER and would definitely be willing to go to work in a space lik ethat!

JAN

2010

Not a new concept, When Sears owned Coldwell Banker, Dean Witter and Allstate there was a corner in every store where you could buy a house, invest in the financial markets and buy insurance

Yes that is an interesting concept. Would be great if you could keep us in the loop after a few months of doing business?

I personally could see where this might be great --- Thanks for sharing!

Interesting. I don't think that I would be interested in meeting my agent at the grocery store. I understand getting in front of the public, but there are other ways. I applaud the thinking outside the box and if it works, they will look like geniuses.

Interested indeed ! I am intrigued about what the potential results will be !

Huh. Interesting. This reminds me of the booths at the local street fairs in the summer. Not so sure about this, but then again the Banks have made some nice 'offices" inside supermarkets for years. I suppose it all depends on how it's laid out and how professional it really looks and acts. If it comes across as something other than a "kiosk" shopping for business, then great. It needs to look like a working office, imo. Don't know if that can be done in 200 square feet?

Seriously? I don't think it was their wisest idea. Where in the world would they sit? phones ringins and the sound of shoppers shopping would create a nightmare, imho. Besides, the costomers are there for one thing- groceries or some such ...I don't see them persuing the MLS while they are being frustrated by either slow cashiers or uncooperative scanners...

Philip had me cracking up, and your rejoinders Claudette had me doubled over :-)

I think it could definitely work. Yes, I see the negatives...but those can be overcome. We have to stay consumer-centric, and easy access is putting the consumer first in a big way.

If handled correctly, this could be amazing.

I think it's a great idea! Banks are now in supermarkets and at some locations, the lines are out the door. People like convenience, and it will certainly build further name recognition.

Several years ago I was with a company that moved our office to a strip mall location next to a supermarket, dry cleaner, etc. Of course, some of our colleagues from other companies trashed the idea. Shortly after the move, I was doing floor-time and a guy who had been next door picking up his dry cleaning came in and ended up buying a house from be for $1.325 million!

Lyn:

A K-Mart Blue Light Special would be a wild idea for real estate. It may just catch on...

Tim:

Next to the pastries? That is a dangerous plan. You don't want to end up being a "heavy" agent.

Amy:

That would be the operative question. I think some may and others may not want to be bothered when they are shopping. But I would be interested to see how many would take advantage of it.

Lisa:

I feel the way you do, but some people may like the convenience. Different strokes...

Susan:

Do you really think it hurts our image? It seems to be working for banks.

Barbara:

I definitely think bagging would go beyond the scope of a Realtor's duties.

Gregory:

As I remember, they charge a certain amount for an office, a reduced amount for a cubicle; perhaps it will be even more reduced for a space in the supermarket. It probably depends on how successful it turns out to be.

Integrity:

Yes, I think banks have faired well with this model in some places.

Michael:

Food samples to help you envision your life cooking in the kitchen of a four-bedroom colonial. I think that's creative.

Linda:

Yes - I wish them success as well.

Barb:

So, this may be for those who enjoy doing floor time. Some agents still get a lot of business that way.

Caren:

It is better than knocking on doors. Does anyone still do that?

Joe:

It would be a bit like being at a convention all of the time, and networking.

Ray:

Good point. There would be a great deal of noise in the background.

Rich:

That is an interesting idea since people could still be independent and not feel the "threatening" presence of a sales person. But then, I think whole intention of this model is to have some human interaction with the public.

Barbara:

"Like a home show" That is why I said that it would be similar to a convention. There would be leads but how strong would they be?

Ted:

You have to give them some credit for trying a different approach. Perhaps they have come up with a formula that will work in this environment and not the same thing that has been tried in supermarkets in the past. It is possible that someone has given some serious thought to this business plan.

Dawn:

I think it well may be interesting.

Lori:

Ambulance chasers have a bad reputation; however, some of them make an awfully good living. Jim Sokolov comes to mind.

Joetta:

It may be just the thing for new agents to be able to get their feet wet.

Virginia:

I know what you mean. I despise grocery shopping - that's why my husband does all of shopping. He is better at it than I am.

Diana:

The agent would probably need to maintain a home office as well for after hours. Most of us already do that.

William:

Yes, there have been some great comments on this. I think it has gotten a lot of people thinking about the possibilities (or lack thereof.)

Jennifer:

Right now they are planning on opening 17 offices.

Elizabeth:

I can just picture agents standing around with trays of deli samples. That could attract some attention - although perhaps not the right kind...

Dennis:

Yes, the flower shops have done very well in supermarkets. You have seen this in your own experience. You never know. Anything is possible.

JAN

2010

Barbara Todaro posted on this too. I think it is a great idea. Much better than those mall kiosks.

Interesting concept. If you have any say in the matter, you could suggest that your brokerage also puts a "coupon" in the wekly circular for a free home inspection paid upon closing....Just a thought.

Marilyn:

My Sudbury neighbor. It's good to hear from you. And, interesting that you have had a personal experience with this concept that was positive. I can see where the traffic from the adjacent stores could prove to be invaluable.

Jane:

Another positive reaction to this proposal. It could have possibilities.

Craig:

The coupon idea actually has some possibilities. When we used to advertising in the homes magazines some agents had coupons for $500 off their services. This type of promotional could definitely go along with the supermarket setting.

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Claudette Millette - Metrowest Mass Buyer Broker

Ashland, MA

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The Buyers' Counsel

Address: 27 Thomas Street, Ashland, MA, 01721

Office Phone: (508) 881-6230

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