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What to do when agents don’t fit your brokerage model

08/10/2017

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A one-size brokerage model does not fit every agent’s needs. That was a key message from Sherry Chris, CEO of Better Homes and Gardens, at ICSF Broker Connect this week. Three different style brokerages — 100-percent-commission brokerage, Signature; progressive traditional agency, Coldwell Banker King; and tech startup, Door — faced off to talk about how they work together to address this issue, not despite their differences, but because of them. Collaborating with competition Sherry Chris Each brokerage has its own identity, which makes it easy to acknowledge that it is a team of specialists who could happily pass agents along if those agents don’t suit the culture of the brokerage. “It can be conceivable to have a collaborative relationship with so-called competitors,” said Chris. It’s about knowing your market and being confident in the structure of your business model. Bruce MacFadyen Bruce MacFadyen, COO of Door — a tech-enabled Dallas company that gene…

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