I have become fascinated with the proliferation of real estate teams. These folks got this customer service business down pat before the rest of us even began looking for it. I am looking forward to becoming more aware of real estate teams this year and finding out as much as I can as to how they work, why they have chosen to work this way and most importantly, who they are.
Real estate teams seem to cross all borders and all styles. They are a part of every major real estate franchise in Canada and then some. Some blatantly promote the team leader or named team person. Others seem more open to promoting every team member. Almost all teams have exceptional websites, indicating the importance of a web architect or expert as part of the team. It is a compelling concept to have a one-stop shop for everything related to the process of buying and selling property.
There was a time, even in the business of publishing, where almost anyone could do it all in their chosen area of business. One person would fancy themselves a writer/editor and then knock on doors or dial the phone looking for advertisers. And away it went. At the end of the day, however, the person who was wise enough to know their limitations and hire experts in other fields, rather than think anyone could do any job, was the person who lasted.
The logic of turning to a team that brings expertise in every field of real estate to a customer’s dining room table makes unequivocal sense to me. That’s not to say that my admiration for a single, organized, tenacious and indefatigable professional real estate person does not still exist. It does. But we both know how exceptional those people are. From what I can tell, the most successful single working sales rep is still a team leader of some description. The single real estate person is an excellent facilitator and delegator.
Teams are organizations that gather and harness the expertise of a group of people who know their part of the real estate process as a craft that is sound, solid and above all else, professional.
Some teams are a total of two people. Others number over 20 souls, each one with expertise that impresses and staggers customers. A number of teams are comprised primarily of family, in fact generations of family and siblings.
I recall the Beach Boys, a multi-million dollar band comprised of three brothers, cousins and friends. The main song writer, Brian Wilson, was too shy to perform out front so his cousin Mike stepped in. When he was unable to perform, his brother Carl stepped up to do his part. They did very well indeed.
There are real estate teams that do very well. Teams seem to be the one bright spark in a profession that is currently being battered by the press and the public. Real estate agents make too much money, they don’t earn what they make and they take advantage of the MLS system that the public created for them. All manner of myths, unfair and uncalled for criticisms in this business, that are so undeserved and wildly false. Yet individually sales reps seem overwhelmed in responding to these idiotic claims.
Real estate teams rise above these accusations and falsehoods. They are a system. They are a group of experts who a customer would not begrudge the commission they command to bring so much service to their real estate transaction.
All I can say is; where have you been? REM has been fortunate to have received advertising from a number of teams who are particularly good at promoting themselves. We would love to hear from more any time you want to call.
Heino Molls has been the Publisher of REM, Real Estate Magazine (formerly Real Estate Marketing), since 1989. Previous to REM, he worked as an executive at the Toronto Real Estate Board (TREB), and at the Toronto Star. Contact Heino by email or call 416-425-3504 x2.
