Joseph “Joe” Rand has what he says is one “golden rule” to profitability, at least when it comes to expenses: Pay as little as possible, only for what your agents really value, and pay for nothing else — unless they’re wrong.
Rand is managing partner at Better Homes and Gardens Real Estate Rand Realty in the New York metro area. Last year, the firm generated about $45 million in revenue, Rand said.
He spoke to a roomful of his colleagues at Real Estate Connect New York City today in a session called “Survival War Room for Brokers.”
“If your business model is aligned with what your agents value, you’ll be just fine. It really depends on you being a good operator and executing on that,” Rand said.
But ”sometimes there’s a disconnect between what agents want and what they should want,” he added.
For instance, his brokerage used to pay for personal assistants for their most successful agents. But then the industry changed and the agents didn’t need those assistants as much, so the firm allowed the agents to spend that money on marketing.
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