fbpx
Connect with us

Entrepreneurship

This Ad Agency Owner For Real Estate Brokerages Built His Entire Business By Answering One Question: Why is Being a Realtor So Damn Hard?

The journey starts the same way it often does;

A dead-end job. 

Possibly getting the sack.

The feeling of desperation doesn’t help. 

Unproven, therefore unbridled ambition. 

Take your pick.

Whatever the catalyst, every starry eyed, ambitious people-person that went through the loopholes and red-tape of becoming a licensed Realtor, finds himself in his cushy new chair, in his contemporary new workspace, burdened with the existential conundrum of; 

Umm, what now?

This new Realtor can tell you every kind of roofing structure in his neighborhood, but the only roof he cares about is the one over his family’s head.

In his sleep, he can tell you exactly how to calculate monthly payments on a $300,000 mortgage, paying 6% over 25 years on a 5 year fixed term. But it’s his own mortgage that keeps him up at night. 

And in the early hours of the morning, even before the sun has emerged, the house is still, and his dearly beloved slumbers on. Yet while he enjoys his final moments of naivety about the tedious obstacles the day will bring, he asks the universe; 

Why is Being a Realtor So Damn Hard?

Here Are 3 Industry Problems That Leave Realtors Feeling Lost

Problem 1: They Learn Real Estate, Not How To Be A Realtor.

Why aren’t Realtors being taught how to have a successful career in Real Estate? It truly boggles my mind. 

The amount of Realtors who will live and die by the amount of doors they can knock on in a day never ceases to amaze me. 

What happened to the romance of finding a lovely family their forever home? 

Instead of spending their time helping people, Realtors spend their time filling quotas.

But what can you expect when Realtors learn EVERYTHING about Real Estate, but NOTHING about being a Realtor?

By a mile, the most common bottleneck I find whenever I talk to Realtors is their inability to “generate leads”. And the ones that can find leads are helpless when it comes to nurturing them until they become clients. 

Yes, learning the industry is imperative. But isn’t learning the business, too?

Problem 2: Why WOULD A Realtor Trust Anyone?

Realtors are so used to getting the short end of the stick, that they are reluctant to invest. 

When I started, I tried to help people who I believe wanted (and needed) to be helped. 

Yet I spent more time differentiating myself from the pack of unqualified salespeople trying to manipulate the vulnerable (under the guise of friendly assistance). 

I found it strenuous helping people that were so reluctant to accept it. I thought, “surely there’s a better way?” (Spoiler Alert: There Is!)

Realtors often find themselves stuck in a positive feedback loop (strange use of the word positive here), where they feel unfulfilled and as though they are underachieving, therefore lethargic. But that lethargy feeds into their lack of fulfillment and underachieving.

What’s more? 

With marketers being so conversationally savvy and so cunning in their self-interest, it seems impossible to find someone who is BOTH qualified and personally invested in their continued success.

Talk about a vicious cycle!

Problem 3: Brokerages Are Ignored, and Realtors are Inundated

Brokers of Record typically have a long track record of personal success, an acute business acumen and a sincere desire to help people (clients or brokers).

They intimately understand the challenges facing their agents, they’re personally invested in the success of their brokers and sales representatives, and they can smell bull-shit from a mile away. 

My kinda people.

The brokerage is desperate for its agents to succeed and to feel accomplished. Meanwhile, the agents are hungry for the support and resources they need to change the trajectory of their own careers.

If this is the case, then why aren’t marketers going straight to the brokerages??

Here’s why: Turns out, brokerages are better at looking past the sales techniques, and focusing on the service. 

A brokerage is a tough sell for someone without a proven system. But with a proven product, it sells itself.

How I Structured My Agency:

My brokerage system is the exact system I use when I advertise for individual agents (usually top-performers), but built to scale (and with a couple of shiny new features). 

My idea is simple; I’ll take care of generating highly qualified appointments for the entire brokerage, so the agents can spend their time doing the job they actually signed up for. 

This shared narrative (between the brokerage and its agents) is now my recipe for success which has worked absolute wonders for brokerages and agents alike. 

The agents know that my system has the buy-in and support of their brokerage, so the thought of investing in a program that already had the endorsement of their brokerage is a no-brainer. 

In reverse, the brokerages were immediately revitalized and inspired by the collaboration and newfound tenacity and ambition of their agents. 

This model enabled me to pair the ambitions of the Agents with the goals of the brokerage. That way, the agents take their careers to another level, and the brokerages really start to scale. 

The most important quality in business is the ability to listen. Whether it’s on my podcast (The Real Marketer), or when I’m developing my products, I let someone else’s story lead the way.

I think the biggest challenge with running a Real Estate Ad Agency is the ability to truly listen to the market, and work backwards from there. The biggest mistake that Agency owners make is that they think of the services they would like to offer, and try to manipulate it to suit their clientele. 

But I believe that a successful agency should work backwards from the clientele, as opposed to forwards from the marketer. 

The clientele has to be the starting point.

For me, the most important thing is listening to the market. 

How Borr Digital will expand from here, only time will tell. All I know is, my products will continue to improve as long as the market continues to talk. 

Because I will continue to listen.

Matthew Fraser is a writer, journalist, and branding strategist. He helps brands build their authority as an Authority Advisor. Matthew is always looking to write about the world's most innovative, creative, and intelligent entrepreneurs. If you're looking to take your brand to the next level, reach out to Matthew Fraser

Join Disrupt Magazine

Become A Disrupt Contributor

Most Disruptive

Executive Voice5 hours ago

Unoma Okorafor: How the Woman Entrepreneur is Paving the Way for Others Through Her Own Inspirational Journey

Unoma Okorafor is the founder of Herbal Goodness, a health and wellness company that has become the number one supplier...

NFT2 weeks ago

Polly Kole, The Beauty With Gifted Hands Tycoon Of NFT Sculptures

In a society full of stereotypes, people clinging to appearance and disregarding one’s achievements is the magnificent Polly Kole stunning...

News1 month ago

Spider Man; No Way Home’, Crushes Box Office Estimates Generating A Mammoth $253 Million In North America.

After only 3 days in the cinemas, the latest and last Spidey outing disrupted the international market as the highest-grossing...

Cryptocurrency1 month ago

Nike just bought a virtual shoe company that makes NFTs and sneakers ‘for the metaverse’

Nike, the sportswear mogul, recently stunned the globe as it moved into the realm of the metaverse industry and blockchain...

QR code screenshot QR code screenshot
Diversity in Tech2 months ago

BTC did 62% more in transactions than PayPal this year

MasterCard and Visa have always topped as the runaway leaders; however, Bitcoin’s Lightning Network will soon disrupt this norm. Starting...

high angle photo of person holding turned on smartphone with tall buildings background high angle photo of person holding turned on smartphone with tall buildings background
Social Media2 months ago

How to Organically Grow Your Social Media Following In 2022

Instagram On Instagram, use Reels to reach new audiences and grow – find popular sounds and use them in your...

gold-colored Bitcoin gold-colored Bitcoin
Cryptocurrency2 months ago

Julio Domenech On How Banks Can Engage In Bitcoin in 2022

As cryptocurrency continues to become a popular trend in the US, many people are looking for an opportunity to participate...

Diversity in Tech3 months ago

Microsoft Teams, Incorporating New 3D Avatars And Virtual Meeting Spaces Before Mid 2022

Microsoft Mesh has always led as the future of Microsoft Teams meetings. However, Meta, the newly launched Facebook company, is...

Health + Fitness3 months ago

Stephen Campolo – How A Former Fat Kid Transformed His Body And Is Now Helping Others Do The Same

UPDATE: During a recent interview with Yahoo! News, Stephen revealed that he will be speaking at the next Disrupt Puerto...

News3 months ago

Facebook Goes Meta As It Scales Up Beyond Just Social Media

Thursday 28 September 2021, Mark Zuckerberg, the CEO of Facebook, announced Metaverse, a brand for users to interact in virtual...

Trending

Copyright © 2020 Disrupt ™ Magazine - Disrupt is a Minority Owned Privately Held Company

Disrupt ™ is the voice of Latino entrepreneurs around the world. We are part of a global movement to increase diversity in the technology industry and we are focused on using entrepreneurship to grow new economies in underserved communities around the world. We enable millennials to become what they want to become in life by learning new skills and leveraging the power of the digital economy. We are living proof that all you need to succeed in this new economy is a landing page and a dream. Disrupt tells the stories of the world top entrepreneurs, developers, creators, and digital marketers and help empower them to teach others the skills they used to grow their careers, chase their passions and create financial freedom for themselves, their families, and their lives, all while living out their true purpose. We recognize the fact that most young people are opting to skip college in exchange for entrepreneurship and real-life experience. This Podcast was designed to give them a taste of that.