@Henry Clark That’s the million-dollar question. Here goes:
Step 1: Obtain broker license in Michigan. I’ve got one in Ohio and meet Michigan’s experience requirements. The Michigan Bureau of Professional Licensing confirms that the some but perhaps not all of the Ohio coursework meets Michigan’s educational requirement, but if not, no big deal, I’ll take the additional hours. Then I’d sit for the Michigan exam.
Step 2: Form a Michigan Real Estate Broker Company (aka, a brokerage) per the MI Bureau of Professional Licensing’s requirements.
Step 3: Draft written listing and transaction management procedures and source and integrate necessary software programs.
Step 4: Form exclusive relationships with a local title agency and mortgage broker. The key is to bundle buyer agency services with title/mortgage services. To minimize friction, we want as many buyers of our listings as possible to use our buyer agents. One stumbling block of another full(ish)-service discount broker, Homie, was that it paid market-standard (2.5-3%) buyer agent commissions. It only took $3,000-$5,000 in commission from sellers. This reduced the net commission expense to seller from 5-6% to 3.5-4% - a good start, but not so much that it differentiated Homie from competitors. A gross commission of 0.6% has sex appeal, but it can’t include the direct and indirect costs of listing, plus buyer commission, plus bundling title/mortgage services, plus a reasonable profit margin. Probably the listing commission exclusive of buyer-agent commissions and bundled title/mortgage fees is more like 0.75% to 1%.
Step 5: Settle on how to address the problems/opportunities of working with buyer agents. We cannot pay buyer agents anything close to market-standard commissions, lest we go the way of Homie. Preferably, buyers would directly bear the cost of their representation. Buyers would fall into three categories:
1. Unrepresented buyers: a tiny minority, and they pose no challenge.
2. Buyers represented by our company: A value proposition to buyer clients is that we would bundle the highly-commoditized title, closing and mortgage origination services with buyer-agency service if buyers use and directly compensate our agents. Most mortgages permit rolling closing costs other than buyer RE commissions into the mortgage principal. Buyers could pay for the direct costs of buyer agent time with fees charged per property visit, plus a la carte for assistance drafting offers, transaction management, etc. This is risky, but shifts the burden of paying the buyer agent from seller to buyer, and encourages buyers to avoid tire-kicking.
3. Buyers represented by agents of other brokerages: another challenge. We can’t differentiate ourselves on price if we pay full buyer commissions, but a substantial proportion of the buyer pool will be represented by agents from other brokerages. I’m thinking of a flat referral fee, maybe $1,000 or $2,000 to a buyer agent to reduce the risk of them steering their clients away from our listings.
Step 5: hire listing agents and buyer agents.
Listing agents would not drive their own pipelines; they would be advisors, high-quality customer service reps assigned to clients. Instead of valuing sales skills among listing agents, we would seek agents who might be sales-allergic but knowledgeable about real estate transactions and empathic. The personality type I have in mind is that of an excellent Progressive Insurance CSR. They would not spend time or their own money developing individual brands.
After a lot of back-and-forth on and off BP, I acknowledge the need for buyer agents, certainly to help buyers understand the closing process and the PSA, but also for the mechanical act of conducting tours. Unlicensed door-openers are basically unworkable, and unsupervised buyer tours would be unpalatable to most sellers.
Step 6: Launch brand, website, SEO, blogs, any marketing I can do to drive in-bound listing client traffic.
This is not an exhaustive business plan, obviously.