As I’m headed home after an incredible long weekend with Keller Williams Realty, Inc. colleagues (finally after a flight delay due to a JetBlue Airways pilot calling in sick…) I’ve been reflecting and reviewing a lot of the material from the last couple of days.
Full disclosure — If you’re not a broker/agent at a real estate office, this post may not interest you at all. This is not an analysis of the real estate market at all. There are thousands of places out there you can hang your real estate license, it’s honestly pretty difficult to walk into a real estate operation and have them say ‘you’re not hired.’ Everyone has a bit of a different pitch or business model — some offices will say “we’ll give you lower splits and hand you leads,” others say “highest splits in the industry, nothing provided.” Others brand themselves as “luxury only,” “end-to-end marketing support provided”, or in KW’s case, technology, culture, and training based. None are wrong; most people in the business have different strengths and seek different things in their brokerage. The existence of them all creates healthy competition in our country’s outstanding system of capitalism!
For me, one of the most impressive things from the last few days is how committed KW International is to creating products that not only impress the consumer, but also simplify our jobs and protect our industry.
As an example, a new personalized consumer-facing app was announced for release Q2 2019. In building this, Keller Williams looked at the two leading products in the industry right now – Zillow and Redfin. They acquired an app-development company and integrated artificial intelligence in developing an app that can be shared with our customers. So now I’ll be able to share an app with my buyers, which will use AI to display properties that have features they like best – e.g. it can recognize hardwood floors in listings and display them first, if that proves to be an important feature for an individual.
The new database (Command) they released this weekend has some incredible capabilities as well. From sales projection tools to marketing support to extremely detailed pre-built marketing programs (just to start), it makes it very difficult for someone like me who has a broker’s license on my own to say “I want to open my own shop” and create all of this from scratch.
Lastly and I truly believe most importantly, the ability for individual agents, teams and groups to own their own data was considered in building and developing all of this (as it has been from day 1). KW has no non-competes for agents, gives them the ability to download their data anytime they want, and leave with no questions asked if they so choose. Spending years working somewhere and at the end of it them saying to you “sorry, all of your information you’ve worked with for years doesn’t belong to you” is inherently wrong. This, in my opinion is the reason Keller Williams is so successful. The people that work with me are passionate about building THEIR business (not their broker’s), can make almost any marketing decisions they want (as long as they’re compliant with certain regulations), and truly know how to capture & build their own business as opposed to waiting for their brokerage to ‘feed them leads.’
I’ve familiarized myself with almost every single real estate brokerage business model in the industry, and quite frankly if there was a better deal out there for me I would be there. I am incredibly passionate about everything currently offered and to be offered with all Keller Williams locations, and if you are interested in hearing more about my perspective on this entire topic, feel free to reach out any time.
Is it “drinking the kool-aid” as many of our competitors say? Maybe – but if you can come up with a better business model that lets you keep your own data, enable your business technologically, offer you great commission compensation packages, do incredible community service work in communities nationwide, all while remaining private and not having to answer to any shareholders… call me! 617-777-0248 or JTKelly@KW.Com.