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How To Deal With Disruption In Your Market

Is all of the “disruption” and change in this industry keeping you up at night? In this video, I’m going to show you how to compete and stay ahead of all the noise and competition in today’s real estate market. We’ll wade through the technology available and explain how to give your agents the edge to provide the best experience for their clients.

The Changing Real Estate Industry

Does the current market make you wonder how to stay ahead of the competition? How do you adjust to the changing times? As you already know, there are a lot of different programs, bells, whistles, and technology moving into our space. So how do you stay ahead of the competition? And more importantly, how do you adjust to all the changes that are happening so you can stay relevant and continue to grow your business without having to worry about all of the noise? 

Think of the landscape of real estate and real estate brokerages. If you look at what the disruptors are doing, they’re making the transaction more frictionless for the agent and/or the client. So how can we develop or fold in different technologies and systems to help us remove the friction for agents, their clients, and you as a brokerage?

Make Use Of Technology

My recommendation to you is to look at the different platforms and systems available—such as—that have been built to make your agents stay ahead of the competition. It’s been built to turn your brokerage into a technology company, taking all of the noise, change, and disruption and repackaging it. Remember, the noise, change, and disruption are never going to go away. 

You can, though, incorporate all of it inside of a system that you can fold into your business. This gives you the ability to stay ahead of the competition, change with the times, and provide your agents with the systems, tools, and frictionless experience that all the disruptors are claiming to create. 

The Middle Of The Funnel

The reality is we have to understand that agents still own and run the transaction. Companies like Zillow and Redfin own the top of the funnel. We then have companies that have the bottom of the funnel, such as the iBuyers and instant cash offers. We’ve seen how that just recently worked out for a company called Zillow. What they all want and don’t have yet is what we control as agents and brokerages: the middle of the funnel. 

The middle of the funnel is the engagement with the people, the consumers that are actually doing the transaction. When you put in different tools and systems that empower your agents to continue to own the middle of the funnel, you’re achieving two things. Number one, you’re building a moat, so to speak, around all the disruption and people that are coming into the industry with a bunch of backing and wild ideas. 

Second, you continue to put your company in the position where you’re owning the middle of the funnel. How do we do that? By empowering our agents with different tools and systems that help them stay in front of their clients. It also helps them continue to market themselves as well as your company, keeping the consumers’ attention inside of your brokerage as opposed to giving them the desire to look elsewhere. 

The Consumer’s Attention

Let’s be real: the one thing most of us can never compete against is the amount of money these disruptors and highly backed companies have in their bank account. We also can’t compter with their ability to spend it to gain attention and grow their business. However, the one thing that you have that they don’t is the consumer’s attention. 

This attention comes through you as a brokerage and your agent. This means it’s never been more important than it is today to double down on the middle of the funnel, which ultimately creates all of the transactions in our industry—and if not all, a very big number. 

Remember, focus on the middle and leverage tools like to make it easier and more frictionless for your agents to stay on top of their client’s minds, keep their attention, and create a smooth transaction for the ultimate consumer on the back end. This, in turn, gives you a great experience for all parties involved. 

Staying Ahead Of The Competition

I hope that you got value from this video and better understand how to stay ahead of the competition. Remember, there’s a lot of noise, a lot of competition, and a lot of things that could be scary if you’re not prepared to deal with them. Focus on the middle of the funnel, and let’s ask ourselves what can we do to increase our offering to our agents to help them continue to win in the middle of the funnel.

Make sure to check out for all the tools, tricks, and training we have available for you and your agents to succeed. You can also subscribe to the channel so you never miss an episode of the show, and stay tuned for more brokerage tips on the next episode.

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