Your Dealer’s ‘Free’ Web site Is A Gilded Cage

Discover out why “free” isn’t all it’s cracked as much as be with regards to your skilled web site and e-mail handle, in response to model new Inman contributor and broker-owner Markus Feldmann.

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A freshly minted actual property agent faces quite a lot of decisions and choices, key amongst them clearly, “Which brokerage ought to I be a part of?”

Sadly, although that call could have far and long-reaching penalties for these new brokers, only a few brokers really take the time to interview quite a lot of brokerages or dealer fashions to verify they be a part of the brokerage that’s proper for them. 

Typically, brokers are blinded by the speedy entry to quite a few know-how platforms and the “further bling” a brokerage would possibly provide. Don’t get me unsuitable: I’ve been in your footwear, and I actually perceive the must be thrifty.

After spending a number of hundred {dollars} on native and nationwide Realtor charges, the yearly errors and ommissions dues (typically as much as $2,000), the prices of “on the market” and “open home” indicators, and different month-to-month prices a brokerage would possibly impose, a brand new agent is joyful for something that doesn’t include a price ticket.

One can totally perceive why a free web site supplied by the brokerage would possibly seem to be the cherry on high of a candy deal, at first look. However issues aren’t all the time as they seem.

I’m not making an attempt to discourage anyone from becoming a member of a brokerage that provides free instruments and free know-how. In different phrases, just because a selected brokerage presents these free instruments doesn’t imply it’s not the most effective match for you.

My objective is just to encourage a brand new agent to assume twice earlier than gleefully signing up for each free service their new brokerage presents.

Professionals and cons of a free web site and a free e-mail handle

There actually are financial savings when brokers don’t should pay for their very own web site internet hosting and e-mail handle. However I imagine that the long-term penalties far outweigh the short-term value financial savings, which is why I encourage each agent to fastidiously think about what they’re really willingly giving up. 

Right here’s why it is best to assume twice:

  • What the brokerage pays for, the brokerage owns. Must you ever determine to depart, you normally don’t have any management over something that’s related along with your broker-owned e-mail handle or your web site.
  • When you get your web site and your e-mail handle by way of your brokerage, each will probably be inextricably linked to your brokerage. For example, your e-mail handle is perhaps [email protected], and your web site is perhaps [email protected].

That’s clearly fantastic when you by no means change your dealer affiliation; nevertheless, there’s a good probability your license will probably be hung at numerous brokerages over the lifespan of your actual property profession.

Must you determine to maneuver to a unique brokerage, the implications of shedding entry to your web site may imply that each one the search engine optimisation efforts you’ve poured into establishing your on-line presence and repute will probably be worn out, and also you’ll have to begin from scratch. 

Equally, a transfer to a brand new brokerage would necessitate acquiring a brand-new e-mail handle, which is a trouble in and of itself.

Add to that the potential that previous shoppers might not be capable to attain you by way of your outdated e-mail handle, the technical glitches that would happen when migrating all of your contacts onto a brand new e-mail server, and the extra efforts you’ll should take to replace each one among your advertising items, and people free instruments the brokerage is providing rapidly lose a few of their luster. 

In different phrases, what initially appears to be like like an awesome and beneficiant deal (“Have a look at all of the free stuff I get!”) may very well transform extra of a golden cage tying you to your brokerage for so long as attainable since you merely don’t wish to undergo the effort of what undoubtedly seems like having to begin throughout.

That’s why I imagine each agent ought to insist upon their very own e-mail handle and web site, unaffiliated with and separate from their brokerage.

So, “simply say no” to the provide of a free, brokerage-branded web site and e-mail handle, and begin out with what you’ll all the time have management over: Your title.

Markus Feldmann is the broker-owner at San Diego’s Pacific Actual Property Middle. Join with him on Instagram or Facebook.