Premium content from Phoenix Business Journal -by Jan Buchholz
Date: Friday, March 25, 2011, 3:00am MST
As residential real estate brokerages consolidate and eliminate offices to save money, Internet-based eXp Realty is ramping up its business in Arizona.
The Seattle-based brokerage is headed by CEO Glenn Sanford, a technology whiz who started his first software company when he was 14.
After a soft rollout in fall 2009, eXp Realty’s Phoenix operation has grown to become its second-largest, Sanford said. The local crew includes 49 agents mainly recruited from other firms, and about one-fourth of them are licensed brokers.
Overall, eXp has 200 agents in 15 states and is adding about 10 agents each month. Many are joining the company because of its business model, which makes it possible for them to conduct most of their business online.
While residential real estate requires an agent to meet with clients to list and show homes, the eXp model dramatically reduces overhead. Sales agents all work from home and have real-time Web access to other agents and brokers across the country, and Sanford pops into and out of various virtual meetings. The online socializing more than makes up for in-person conversations around the water cooler, he said.
On a recent Friday morning, about 15 agents, brokers and tech support personnel from Scottsdale, Seattle, Massachusetts, North Carolina, Arkansas and Pakistan met in a virtual conference room for a leadership training session. While those professionals might have been wearing pajamas in the privacy of their own homes, they appeared to one another via avatars — appropriately dressed and gathered around a virtual conference table, discussing strategies that work in the marketplace.
Sanford said he is seeing a lot of tech-savvy agents coming up the ranks, and many are looking for progressive companies that offer new ways to do business.
Wendy Cracchiolo is one of those agents. She previously worked with Coldwell Banker Residential and Russ Lyon Sotheby’s International Realty, both in Phoenix, but joined eXp shortly after the first agents were recruited.
“I love how virtual the company is. Transactions are totally paperless. I like the green vision of no bricks and mortar for offices,” Cracchiolo said. “Without (office) costs, they can put more money in our pockets at the end of the day.”
Bob Bemis, CEO of Arizona Regional Multiple Listing Service Inc., said technology can be overwhelming for consumers and agents initially, but that’s where the business is going.
“Virtual offices, electronic transactions and the tools to make this happen are on the leading edge,” he said.
ARMLS has embraced technology in recent years by adapting multiple listing data to user-savvy platforms. It also is holding seminars such as Technopalooza to help agents navigate the complex world of technology in real estate.
Ultimately, though, consumers will choose which companies and agents present those leading-edge applications in the most user-friendly ways.
For now, Sanford believes his company has the edge in winning over consumers.
On any given day, agents can visit a variety of eXp Realty virtual rooms. Phoenix designated broker Suzanne Fuqua, for instance, holds a Tuesday morning meeting for Arizona agents who want to talk and collaborate. She decorates the virtual office with saguaro cactus and other Southwestern touches.
Thursday’s national schedule is filled with a list of real-time classes, such as the “Art of the Close” and “Search Engine Optimization.” In addition, training podcasts are available 24/7.
According to statistics from the National Association of Realtors, the Internet is used by 74 percent of consumers shopping for homes. Many take their first step via the Internet, and that number likely will grow.
EXp’s small Phoenix office is a corp-orate suite at the Esplanade, near 24th Street and Camelback Road. Sanford isn’t the least bit embarrassed that the office isn’t a high-profile affair.
“Bricks and mortar is not relevant to the consumer anymore,” he said.
Adele Coffman, who switched to eXp from West USA Realty after seeing an ad on Facebook, said most of her clients want to do their own research anyway. Through her expanded technology tools, Coffman provides clients with better search resources, which makes the time they spend together looking at homes much more productive.
“The traditional model is winding down,” Fuqua said. “This is so fresh and simple. We’ve built a better mousetrap.”
Connect with Jan Buchholz at jbuchholz@bizjournals.com or on Twitter at @jreneebuchholz.
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