RISMedia's Real Estate Magazine

AUG 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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52 August 2018 RISMedia's REAL ESTATE future, we forget that we've always been adaptive. There have always been disruptors in our market and our business. Under- standing who we are and what we offer—and being able to share that vision with agents and the pub- lic—has grown our compa- ny over the years. Another challenge that we're experi- encing on the national level is a lack of inventory. To combat these issues, we're spending time working on workforce development, attempting to reduce local building barriers, talking to everyone we know about how to fund affordable housing, working on keep- ing our state viable for the industries we want to at- tract, being good corporate citizens and educating the public about how to over- come the challenges in the market. Matthew Watercutter: Local Expertise Fuels Expansion With 81 offices and 1,250 associates, HER REALTORS® deftly serves Central, West Central and South- western Ohio. Matthew Watercutter, the firm's principal broker and senior regional vice president, has been helping to lead the company for almost a decade. How would you character- ize your market in 2018 so far? Matthew Watercutter: While the overall market has been strong, it's defi- nitely a seller's market as a shortage of inventory and a lack of motivation from a high percentage of sellers to move is creating a vacuum for buyers. This is making every transac- tion and every negotiation competitive, which is driv- ing up home values. How- ever, in some instances, sellers are homeowners and they still aren't listing and selling because of the increase in home values. In some cases, a move-up seller would spend more than they gain in the in- crease in their current home's value. Are there any plans on the horizon to grow the firm? MW: With the belief that real estate is still lo- cal, we're continuing to add new offices regularly through our community of- fice program, which puts local experts in contact with local buyers and sell- ers to help maximize the local knowledge to the benefit of the buyer and seller. We're also continu- ing to recruit both new and experienced agents to our firm using some of the most intuitive technology platforms and aggressive commission structures in the industry. What sets HER REAL- TORS® apart from others in the Ohio marketplace? MW: With offices in lo- cal communities, as well as being local market ex- perts, we're able to provide professional and individu- alized services that cannot be replaced by algorithms or call centers on the other side of the country. With lo- cal offices and full-service agents, managers and bro- kers, we're able to provide unparalleled service. What do you consider to be some of the biggest challenges the industry is facing today? MW: First and foremost, low inventory is creating a very competitive market; however, through our pro- fessionalism and experi- ence, we're able to provide a seamless experience for the consumer, which is al- lowing us to market to sell- ers and help them decide if moving is the right decision for them. An additional challenge is the increasing number of syndicated web- sites attempting to provide information to both buyers and sellers without actual local knowledge. This mis- leads buyers and sellers, creating unrealistic expec- tations of the home-buying process. What are the biggest op- portunities for increasing business right now? MW: With the lower unem- ployment rate and compa- nies not only hiring, but transferring employees, we're taking advantage of these opportunities and marketing to those individ- uals who are transferring into or out of the area. These new employment opportunities are creating an opening for the broker- age to increase market- share with education and marketing to these buyers and sellers. What's the secret to re- taining top producers? MW: Our top talent is re- tained through a very ben- eficial product offering of tools and technology, as well as training and sup- port to help them both maintain and increase their business. VITALS: HER REALTORS ® Years in business: 62 Size: 81 offices, 1,250 associates Region served: Ohio 2017 sales volume: $2.5 billion 2017 transactions: 12,681 No. 76 in sales volume in RISMedia's 2018 Power Broker Report www.herrealtors.com

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