There are at least 50 shades of grey for agent services when it comes to whether an association or the broker be the source of offering services to real estate professionals .  The lines are blurred as to whom should be responsible for offering the service, whether it crosses over into competition amongst each other, or each should have its share in delivering the value.

Grey Area for Member Services

What should the REALTOR association primarily be responsible for delivering?

What should the real estate brokerage primarily be responsible for delivering?

What is acceptable for both to deliver for agent services?

Differentiated high value services will continue in the future while high competition low value services will continue to drive the price down thus make it nearly impossible to offer at a break even cost structure.

A must read on this topic is Michael Porter’s book Competitive Strategy: Techniques for Analyzing Industries and Competitors.


Organizations bring in Doug Devitre from St. Louis, Missouri USA when they want to dramatically increase operational performance, create breakthrough value propositions, and serve customers beyond geographical constraints on a minimal budget. For more than a decade he has been setting trends with how organizations engage customers with social media, video marketing, and custom-built software applications. Doug’s book Screen to Screen Selling published by McGraw Hill pioneered the way sales professionals sold homes without being physically present before the COVID-19 pandemic. He is one of a select few who have earned the Certified Speaking Professional Designation from the National Speakers Association and has experience as a REALTOR.

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