
Real Estate traditional scenario
Recently, I've been reading and discussing a lot about real estate and how different players in the market [especially US] are trying to use Internet as a medium to attract more and more business.
Traditionally, this is space is driven by agents and agents only. Brokers have facilitated growth of these agents and have made it easier to for anyone to become an agent. Over the last 10 years, the number of agents has doubled while the prices of the properties has gone up many folds.
How do agents work?
Today, agents hold the key (literally) to the properties and the transaction. Although, people are starting to use FSBO (for sale by owner), but still it's not even 15% of the properties sold thru agents. Since it's such a big transaction, sometime the biggest in life, people are not scared but hesitant to do it by themselves. Although, I've seen the agents are no better except that they have been doing it for so long and they know the process. This reluctance resulted in always using an agent whether you are buying or selling.
Typically, seller pays 6% of the cost of their house when they are selling it. This 6% is in addition to the cost they might pay for closing and other fees. 3% of this goes to seller's agent and 3% goes to the buyer's agent. You could say that a buying a house is free since a buyer never has to pay anything.
Buyer's Side
Since a buyer doesn't pay anything to his/her broker, they don't really care about the commission their agent is getting. Although, one could question what work is actually done by the agent.
Let's look at the journey of a buyer.
- select an agent
- select a neighborhood (factors like near work, school district, pubs and restaurants, transportation etc)
- city, suburb, lifestyle
- age, type of house
- rooms, floors, yards
- luxury (waterfront, community, acreage, community)
- market research (cost of living, crime)
- channels for research (papers, magazines, hours history, price trends, online, agent)
-- SELECT A HOUSE
- research
- price
- loan
- offer/counter offer
- contingencies
- inspection, title, appraisal
- SIGNING
In this whole list, most of the work is done by the buyer or needs buyer's feedback or decisions from buyer. Once the house is selected, it's more of a formality other than 'offer' stage. Another important aspect is selecting the Agent.
I would argue that when most of the work is done by the buyer, why is their broker getting paid 3%. Same question is asked by lot of other people and there are business models which exploit this inefficiency (more on this in the part 2 of this blog).
Seller's side
Seller and their broker has a lot more work on the other side. That's generally true because things should be easier for someone who's spending the money and slightly competitive for those who are getting that moolah.
A seller needs to do a lot more stuff upfront even before their house is ready to be in the market. Staging/Imaging and just trying to make you house pretty so that it'll attract buyers. Not a lot of agent pay huge attention to this and it impacts the seller in their cost of the house. People generally look for these simple fixer uppers and make a huge premium on it. If you look at "Designed to Sell" on HGTV, you'll see how a $50 paint job with $0 clutter removal makes a huge difference in selling a property.
Once your house is all ready to go, the agent needs to work over-time in marketing and putting the house up on MLS and other channels to market it. Today, it's very difficult to find a good selling agent since there's not much visibility into agents transactions and there's no ranking.
What's coming in the next blog?
- finding good agents
- quantifying agent's work
- exploiting market inefficiencies
- FSBO and Full Service: what's in between?
- new business models which are out there


