RE/MAX Opening Offices In Grocery Stores???

Services for Real Estate Pros with Real Estate Pipeline, Inc.

My good friend Tom Royce (@TomRoyce on Twitter) writes a real estate blog and has some really good articles on there. The one he posted today on was just too good not to ask for permission to post on here. Thankfully, Tom agreed. (Its a good thing he did too. Im bigger than he is...LOL)

I'll Take Some Eggs, A Gallon of Milk, and a 3-Bedroom Ranch??

Just because you can do something does not mean you should do it.

Stop-and-shopSomeone please explain that to the braintrust of Re/Max of New England.


They are planning on opening up 17 offices in Stop & Shop grocery stores. Again, my reaction is "Seriously??"

The idea of going to a grocery store to buy a house just degrades the brand. There is no alignment there. Eggs, milk, and Re/Max just does not do the brand justice.

If I was a Re/Max agent in New England I would be screaming at management. Imagine having to do desk duty next to the register? And if they do not listen, time to get new Keller Williams business cards...

Would you like Paper or Plastic?

Jay Hummer, executive vice president at Re/Max of New England, said the Natick company signed an agreement with Quincy-based Stop & Shop Supermarket Co. late last year to open as many as 17 real estate offices in Stop & Shop supermarkets within the next year. Most of the potential locations are in Southeastern Massachusetts.

Hummer said Re/Max franchisees were told about the opportunity to open offices in the stores last week.

“It’s something we’ve been working on for a year now,” Hummer said. “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


I would LOVE to hear comments from people with regards to this post!!  Please, share your opinion!! 


Im on Twitter...and you can fan my company on FB. Hit me up in either place anytime!


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Betsy Schuman Dodek
Washington Fine Properties - Washington DC Area Real Estate - Potomac, MD

I can see both sides. It wouldn't work for my firm, Washington Fine Properties but there is nothing wrong with trying something - it sounds innovating. I think the food/bank connection works better!!! The real issue is that agents that aren't busy will either be overeating or eating so healthy!!! At least it will be easy for agents to go to the grocery store before heading home :)

Mar 05, 2010 09:42 PM #92
Keith Sellers
Sellers Real Estate - Kalamazoo, MI
Greater Kalamazoo and Lakeshore

Yea sure, sounds good.  Add a nursery in the next kiosk over and invite the weary mother of 5 to come sit down in a Remax emblazoned massage therapy chair while you place virtual reality goggles over her face and take her on virtual tours to vacation properties in Tahiti.  Then scale it back to local real estate with a pool, and wow - it now looks so affordable.

Then send the bell boy over to the wine section and order up a nice bottle of bubbly, and pour the client a drink.  While sipping champagne and talking over your next deal, offer a nice pedicure or manicure and swap emails and facebook profiles.  Now that we're all friends, do you see any neighbors that you might want to refer me to?  I shop here to, ya know.

Make sure you lob some spaghettios into the little lions den every 15 minutes or so, unless they are engrossed in the purple dinosaur video. 

Finally, offer some hard to resist coupon deals send em out the cubicle with a free slurpee from the soda stop, and a doggie treat for Fido.

Remind them not to forget to stop at the used car kiosk on your way and see if you need to upgrade that minivan today. 



Mar 10, 2010 11:17 AM #93
Mark Montross
Catamount Realty Group - Burlington, VT
Listing and Buyer Specialist

I think it is a smart idea. It is a high traffic area aned I bet there are plenty of prospective serious buyers who might make RE/MAX their first stop because it is easy.

Mar 10, 2010 10:58 PM #94
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

Keith -- That was the most awesome comment I have ever read. :-)

Mark -- You and I have a difference of opinion on this matter, for sure. I have stated before, I really HOPE it works. I really do. But, I dont THINK it will.

Mar 10, 2010 11:06 PM #95
Sara Woolford & Steve Golson, ALHS
iTexas Realty Co. - San Antonio, TX

Interesting idea- never underestimate the herd mentality- powerful stuff!  It will generate business for some, but I'm thiinking my ideal target client won't be attracted.   -Steve

Mar 21, 2010 02:18 PM #96
Bedlam Realty
Owasso, OK

We had a broker in Tulsa try and open a kiosk in a busy mall to try and give out information. It didn't go to well, and they closed shortly after they opened.

Mar 27, 2010 12:46 PM #97
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

Bedlam -- Im not surprised...

Mar 29, 2010 12:03 AM #98
Kay Van Kampen
RE/MAX Broker, RE/MAX Solutions - Springfield, MO
RealtorĀ®, Springfield Mo Real Estate

Is this going to be a new trend?  Banks have offices there, why shouldn't real estate companies.  Interesting!

Apr 03, 2010 03:41 PM #99
Jay Thompson

"Banks have offices there, why shouldn't real estate companies."

Because banks and real estate companies are two completely different businesses?

Salvation Army stands in front of stores ringing a bell, why shouldn't real estate companies?

Apr 03, 2010 06:35 PM #100
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

I have to agree with Jay...

Apr 05, 2010 12:04 AM #101
Terry Chenier
Homelife Glenayre Realty - Mission, BC


At first blush, it seems a little bizarre, but stranger things have happened with sucess.

Apr 05, 2010 06:25 AM #102
Karen Anne Stone
New Home Hunters of Fort Worth and Tarrant County - Fort Worth, TX
Fort Worth Real Estate

@ Jason:  My friend... it just amazes me that time after time on this post, you have made sensible, positive comments... only to have the writer of this post, Clint Miller, come back with a very negative statement... and try to counter just about every positive thing you have had to say.

You said he is "being friendly" about it... or that you could disagree and still "be friends."  Perhaps.  But, still... you are trying to be as positive as you can... and continue to try to chime in with ways you think this Re/Max in Stop-n-Shop could work... and all Clint does... is continue to harp on how this idea will never work. 

Perhaps that is one of the many reasons you have been so successful.  A positive attitude.  I commend you... I really do.

Myself... I think this could work... and I would at least be willing to give it a try.

Tom Royce seems to be pretty negative about this idea as well.  Both his and Clint's negativity really rub me the wrong way.  Guys... you need some happy pills, I guess.  They can be found in your local Stop-n-Shop grocery... just past the ReMax mini-office... in the Pharmacy department.

Apr 07, 2010 09:21 AM #103
Karen Anne Stone
New Home Hunters of Fort Worth and Tarrant County - Fort Worth, TX
Fort Worth Real Estate

Clint:  Why so insistently negative ?  On and on and on... negativity abounds.  Can this idea be that bad ?  You surely sound like one of those "glass is half-empty" kinda guys.  Wow... Jason said several times that you were "friendly."  Me... I felt like at LEAST... throwing a pillow at you.  LOL.

I commend the very few agents who have commented positively in at least sounding willing to give this a try.  And... like Jason said... just how many closings a month would be needed to pay for this thing ?  I think I would be right behind Jason... on my way to the bank... depositing a commission check.

Thanks for putting this post out there.  It has been an "interesting" thread to watch.  Have a great week !

Apr 07, 2010 09:25 AM #104
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

Karen -- With all due respect....This has been done ultimate failure.

It is a bad is bad for the industry...and it is bad for the agents that will be forced to sit there and hand out pamphlets to moms with 3 screaming kids balancing a cellphone and trying to get out the door so they can get home and cook dinner (Or feel free to insert any scenario you wish here....)

Im not being negative. Im being real with where I stand on this issue. One thing about this blogging thing is I get to express my opinion and do so in a way that sparks debate. That is exactly what I have done. And, to his credit, so has Jason...and Jay Thompson...and Tom Royce...and everyone else that has posted comments on this blog.

And, IN MY HUMBLE OPINION, there really is no way to sugar coat this...this is a horrible idea that will fail miserably. It will cost these brokerages money and respect. And will (further) drive down the public opinion of the agents that are there and the brand they are there to represent.

Pillows are fine. :-) I dont write these things to make friends. I write them to spark debate. And, in that regard, I think I have succeeded or you wouldn't have posted on here. :-)

Apr 07, 2010 09:49 AM #105
Karen Anne Stone
New Home Hunters of Fort Worth and Tarrant County - Fort Worth, TX
Fort Worth Real Estate

Clint:  Regardless... I still very much disagree with you.  What you seem to be oblivious of... is that EVERY market is different.  And, they really are.  I realize that it would NOT be considered a workable idea in a market where a first or second-time buyer would be spending $500,000 to $800,000... like in the East Coast, or California, or Florida, or wherever.

But in my market... the typical first time buyer... or second timer... the ones who really may not HAVE had much contact with a Realtor... DO shop at places like this Stop'n'Snop grocery store.  And I can see them doing the internet thing for quite a while... but then when the idea hatches in their brain to finally DO something about it... I can see them grocery shopping... waddling past the RE/MAX office in this "nicer" grocery store... and thinking... "gee... there's a Re/Max office.  I've got some questions... I think I'll stop in."

And... for a decent RE/MAX agent... preparedness + opportunity = prospect... and a really good chance that some of them will be GOOD prospects.

I suggest that an assumption that you might make that this will not work... may well apply in many markets... but in a market line mine in Fort Worth, or in a market like Jason's in Austin.  I think it very well might have a much better chance.

And again... in every comment you made... commenting on what someone said (often Jason)... you seemed so "cock-sure" that you must be right... and that anyone who would dare to doubt you... just didn't know what they were talking about. 

I certainly did not like being told I didn't have a clue what I was talking about.  I was not impressed.

You said you were not being "negative"... you were being "real."  Well... I think both parts of your answer are correct.  You were being "real negative."

I am so glad that, as you said, you "don't write these things to make friends."  Because you surely didn't make one with me.

Apr 07, 2010 03:36 PM #106
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

Karen -- First and foremost...Jason Crouch and I are good friends with a mutual respect that, at least for me, runs very deep. I respect his opinion and value his friendship...and have for several years. And, it is with that in mind that I can be so spirited in my debate over this can he. We understand that this isnt personal.

Secondly, I think that is where your comments have crossed the line a bit. My being "real negative" about this situation is only a reflection of my passion that I hold with regards to this arguement. And, yet you fault me for it?? What right do you have to judge me

Finally... I have said many times in these comments...I HOPE I AM WRONG!! I do. I really do hope I am wrong for the sake of the brand, the brokerage, and the agents being required to work through this. However, I dont think I am wrong. And, I think history has already proven on more than one occassion that this doesnt work. It has been tried before, remember. It didnt work then...and I do not believe it will work now.

Oh more thing. At no point in my comment to you did I ever say that you "had no clue what you were talking about". In fact, at no time did I ever say anything even close to that or aim any negative remarks toward you in any way. My comments were directly in relation to this post and my feelings in regards to it and had zero...nada...zilch to do with you or my opinion about your intelligence. I even said that throwing pillows is ok. As a result, I would appreciate it if you didnt turn this into a personal issue...which is what it appears you are doing.

Apr 08, 2010 12:26 AM #107

I have to say that about one year ago exactly I was "cock-sure" 100% that one way I heard that other agents were connecting with prospects was a stupid idea. I was vocal. I was "real negative".  I said it out loud, all the time:  twitter is LAME.

And even though I said it, believed it, and argued it, I never was able to change the fact that agents all over the country were prospecting, converting and closing leads all day long via twitter.

Karen, you are absolutely right:  every market is different.  And if this is a successful idea, Clint's comments are not going to impact the results one way or another.  He's generated a very interesting conversation, though, and it's got a lot of people from varied perspectives looking at the way that they find and connect with leads.  He does this a lot.  Whether or not I always agree with him, it's why I subscribe to his blog.

I have no idea if Realtors in grocery stores is a good idea.  As an RE Assistant in a busy office, I can tell you what I see all the time:  agents trying to kill the fly with the shotgun and wondering why it's not working.  Intially, my thought about the grocery store office was "No way! No. way.", and then I read Tom Royce's take on it. You know what? I might stop by THAT space, if just for the free coffee! ;)  Back to my point:  if you're going to try something new, DO it.  Do it right, do it well, do it to the very best of your ability.

Says the girl with the #1 twitter account in her market.

Assistant to Tim McIntyre

Apr 08, 2010 01:57 AM #108
Lisa Oden
Results Realty Services - Lawrenceville, GA

Hmmm...  I'm trying to figure out at what point disagreeing with an idea came to be considered negative.  I've read several comments made by Clint wishing them well with the venture, despite the fact that he believes it to be a bad idea.  Clint's snarky comments drew me to reading his posts, following him on Twitter and becoming online friends.  I don't always agree with Clint, but truly appreciate the authenticity of his comments and posts.  I like that he doesn't sacrifice his true beliefs to get more readers.  I value his opinions more because of that.

This post sparked some really good comments for and against this plan, and for that I thank Clint for writing it.  Again, as I stated in comment #28, I wish wild success to anyone giving it a try.  Business is tough right now, and it's important to try new things.  However, this idea will certainly not be part of my business plan.

Thanks Clint.  Keep writing.  I'll keep reading.

Apr 08, 2010 02:30 AM #109
Debbie Kirkland

What's next, the used car lot or flea market? For God's Sake!

In a time where we should be appearing more professional.. this is the worst thing I have ever seen. Are we that desperate? What message are we, professional Realtors, sending to consumers? This is just one step closer to handing your license over to "The National Enquirer." Please people,,.. there was a day when real estate agents acted like professionals, personally, I'd like to see customers get back to making an appointment to discuss one of the biggest decisions of their lives. I'm keeping my office and I'm expecting my customers to see me as their real estate professional, not a grocery bagger. I bet you half the people here who think this would work go to a professional hair salon, not the one in Wal-Mart. Just-sayin!

I'm begging REALTORS to step it up! However,.. here is my prediction... you get what you ask for, you are what you associate with.. this will not succeed. Side by side, professional Realtor standing next to real estate "clerk"... consumers will ultimately decide who is in business the longest.

Clint.. good post.

Apr 08, 2010 02:33 AM #110
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

Shari -- LOL! Thanks for weighing in on this. Free coffee is good. ;-)

Lisa -- Im all for coming up with new ways to get leads. Im in the lead generation business. I understand that. But, at what point does this cross over into damaging the brand/repuatation of the agents/public opinion of the organization at the sake of handing out flyers?? I dont like this idea. I sincerely hope Im wrong and it works with flying colors....but, like you, I wont be holding my breath.

Debbie -- Yeah, you and I are on the same page here. Nice point about the professional salon vs the Walmart "Hair Chop and Copy Stop" LOL! :-)

Apr 08, 2010 03:16 AM #111
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