RISMedia's Real Estate Magazine

AUG 2019

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.

Issue link: http://remag.rismedia.com/i/1146817

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Page 36 of 118

32 August 2019 RISMedia's REAL ESTATE and strategic declaration or mantra. To that end, I am introducing to our entire network the concept of "Consumer Strong." RISMEDIA: What do you mean by that theme? CS: That we want our members to inform, ed - ucate and empower real estate consumers. In the Information Age, real estate profes- sionals need to showcase their knowledge, wisdom and skills along with exceptional ser- vice. They must do so in a manner that al- ways reminds consumers and clients that our members are here to advise and serve them. RISMEDIA: Your third goal is to help elevate the perceived and real value of your network agents. How will this be done? CS: This will be accomplished when our network agents become fully educated regarding what it means to be a Forever Agent SM and accept a "Consumer Strong" mission. The collectivized buy-in of our consumer-centric mission will have a positive compounding impact to our brand strength. The brand strength will solidify Berk- shire Hathaway HomeServices' network agents' position as real estate trusted advisors. I believe that the entire industry has to do more to insert its advisory value before, during and after a transaction in order to remain relevant. I also believe that our brand makes this greater real estate role our birthright. Our members must have value that goes beyond fa- cilitating transactions, and it begins with reimagining a greater role for real estate professionals. RISMEDIA: Chris, what are your thoughts regarding the variety of models, such as iBuyer and other forms of disruption to the industry? CS: Again, it's first a matter of distinguishing what is disruption and what is distraction. To me, the ul- timate litmus on the topic is: Are we making things better for our consumers? And, can we measure that result in the form of homeownership rate, first-time buyer rate, length of time to close, complexity in the process, etc.? As we continue to wade through the various models and opportunities available to the consumer, I believe the role of the professional real estate salesperson is elevated, not diluted or disintermediated. In other words, the very fact that there is so much change and variation that consumers must consider is the very reason consumers should turn to a trusted real estate advisor, not a cause for them to "go it alone." And specific to iBuyers, being a Forever Agent SM , a real estate trusted advisor who's passionate about our "Consumer Strong" mission, our network members should be prepared to advise consumers on the entire continuum of their options and choices. Among those options is the opportunity to have in- stitutional investors buy the home as an alternative to the full conventional brokerage process running its course. This marketing alternative, if done honorably, can provide many consumers with an option that has never been as widespread as it may now become. At the very least, our members need to be able to advise consumers of the pros and cons. At the very most, they will provide this service, but only where it can be meticulously and ethically execut - ed and where there is complete transparency in the process. RISMEDIA: Let's now talk about your plans for global growth. CS: Michael Jalbert, our EVP for Global Field Opera- tions, represents our brand worldwide and oversees a team of what I believe to be the finest franchise sales consultants ever assembled. Now that we have estab- lished an immutable footprint in America, we are fully engaged in bringing our brand, technology and operat- Stuart incorporated magic into the annual conference to illustrate that 'disruption' is often just distraction. (Magician's assistant: Joan Docktor, Berkshire Hathaway HomeServices Fox & Roach, REALTORS®)

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