Recently in The New York Times Magazine, the authors of the wildly popular business book “Freakonomics” announced that Americans, rather than hating real estate agents, should sympathize with them.
The profession, argued Stephen J. Dubner and Steven D. Levitt, is bound for the same realms as the buggy whip, typewriter and — dare we say it — daily newspaper.
Like travel agents and stockbrokers, the authors contend, Realtors will see their customers migrate en masse to the Web, where they will happily buy and sell homes, or short of that, gleefully retain a discount broker. The traditional, full-service, 6-percent-commission houses with their agent hordes, multiple offices and stranglehold on listings data is destined to shrink, probably a lot.
Marketplace observation, however, suggests that the men are not completely right — at least not yet.
So far, tradition continues to trump innovation in the key steps toward buying or selling a home. Yes, increasingly, home buyers look first to the Web when they begin their search. Yes, broker commission rates are being pushed down (though commission revenue has skyrocketed because of rising home prices and lots of sales). Six years ago, commissions averaged 5.44 percent of sales price; now they’re 5 percent. Continued…
Will the web continue to put pressure on commissions? If so, how much of this “service” oriented business can be electronic-fied via the Internet? RedFin is surlely aiming for it. Is Zillow? RealEstate.com?
Source: Silicone Valley / San Jose Business Journal
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