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RealTrends Q4 2021 BrokerPulse: Office consolidation, boosting agent productivity and core services capture rates continue…

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Recruiting productive agents gets harder as market segments

Competition for productive agents is heating up.

In this edition of RealTrending, Steve Murray, senior advisor to RealTrends, talks about the competition for productive agents due to segmentation, brokerage culture and offers and update on the market for mergers and valuations.

Here is a small preview of today’s RealTrending interview. The transcript below has been lightly edited for length and clarity:

Steve Murray: What do we mean by segmentation in the brokerage industry? It used to be the segmentation was that brokers had a graduated commission plan, traditional independent, or you were graduated commission plan franchise, or you were a 100% commission concept franchise or 100% commission plan, flat-fee independent.

Now, agents have eight to 10 brokerage models from which to choose. That means more competition to recruit productive agents. And, it requires a clear value proposition from the brokerage.

So, the market is segmenting as never before. And what this requires out of brokerage companies is not to get caught in the middle without clear differentiation in what you’re offering. It must be clear. It must be distinct.

RealTrending features insight into the brokerage industry. Twice a month, Steve Murray, senior advisor to RealTrends, shares trends he’s seeing and conversations he’s having with real estate brokers and affiliated industries. Hosted by Steve Murray and produced by Elissa Branch. 

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