In the most recent post by our great leader here on Active Rain, Jonathan Washburn is quick to point out that online brokerages are winning. After you read this post you quickly see the comments which go to the service arguments. I don't think that was the intention. What I think was missing was an analytic view on the data and whether or not it was actually worthwhile.
For instance, Keller WIlliams Realty isn't even on the radar, yet KW is one of the top brokerages in the US. Their internet strategy is "power to the people." Teach them how to fish. So instead of winning the national ranking game, they are kicking tail locally.
If you ever look at Broker Metric Data, you can see the top offices locally are listed out, it always looks something like this:
- Office One: 5,000 Agents
- Office Two 300 Agents
- Office Three: 1200 Agents
- Office Four: 60 Agents
Similarly the data simply shows that some companies, like ZIP, want to generate leads nationally and then sell them back to their agents. Which in the end provides the agents business' zip if the consumers then want to connect with real experts or heaven forbid should the model change.
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