Brio's mission is to become the opposite of Redfin.
As far as I can tell after talking with Glenn, Redfin's CEO, Redfin wants to be known for providing a minimal level of service to "rich geeks" for a cheap price.
Brio will be known for providing the highest level of service, to those who care about that kind of service and expertise, and offer it at a fair price.
I believe Redfin's intentions are pure. They are looking out for the consumers best interest by attempting to make the home buying and selling process more effecient. The way they propose doing that will likely work well for some percentage of their target niche; rich, cheap, geeks, that are knowledgable of their local real estate market. (Glenn used the phrase "rich geeks" in an interview with ActiveRain. I think both Glenn and I are comfortable using that word because we both easily qualify as geeks.)
I hope they succeed because having a Redfin, gives Brio an anchor to play against.
Redfin is on one end of the service spectrum and Brio is on the other. We are both breaking convention in the quest to make the real estate process better. We are just going about it in different ways. Redfin and Brio occupy opposite ends of the same spectrum. Both ends are remarkable, it is the center, where everyone else plays that is the slow death.
Update: This post was inspired by this post authored by Seth Godin.
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