There is an ugly war going on in our industry. Traditional real estate agencies like RE/MAX, Century 21, Keller Williams Realty, and Coldwell Banker are battling huge, online real estate portals like Zillow, Trulia, and Redfin. These big-name companies are disrupting the industry with new business models and innovative technology. The stakes in this war are enormous: control of the $33.3 trillion U.S. housing market. The size of this market is so massive, that it is difficult to comprehend. It’s no wonder everyone wants a controlling stake.
The tactics being used to win this war are getting uglier by the day, and real estate agents like us are caught in the middle. Our jobs and livelihoods are at risk and it’s time to speak up.
At the center of the battle is the way in which homes are valued and priced. It is the very essence of what we do as agents. It’s a key part of our value proposition to clients.
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