A: With most slowdowns, come opportunity! I don't see this Manhattan slowdown as any different in terms of change. The MLS free, teflon sales market in Manhattan is starting to crack. And as the cracks grow to larger gaps, there will be new innovation & services popping up trying to find a better way to grab market share. I think there are about 8,500 - 9,000 real estate agents working in Manhattan, and I would not be surprised to see that number shrink by 40% by the end of 2010. As there is less business to go around for all, brokerages and brokers alike are scrambling to find the 'right ingredients', the right business model so to speak, to keep them at the leading edges of a changing landscape. And in the end, it will be the consumers of this great island that benefit most. The times, they are a-changin - and after 3+ years of blogging, I hope to be right in the middle of it!
Here some of the headlines hitting the presses after only 4-5 months of illiquidity:
Homestead NY Leaves Home -- For Good (The Real Deal)
Citi-Habitats Shuts FiDi / 57th Street Branches (The Real Deal)
More Trouble For Realogy... (WAV Group Newsletter)
Ilan Bracha Starts Blogging! (BrachaBlog)
Tom Demsker, former Elliman broker, Starts FSBO MLS (NY Post.com)
NY Times Ad Revenue Down 21.2% (MoneyNews.com)
Elliman Recruiting Agents For New Rentals Office (The Real Deal)
Brooklyn Properties Closes One of Four Offices (The Real Deal)
Core's Shaun Usher Creates 'Contracts Data' Reports (The Real Deal)
Shhh! Silent Offer Event For UWS Classic 7 - Don't Tell Anyone!! (Warburg Realty)
...just to name some of the doings & happenings in this exciting, or sometimes dull, marketplace we all work in! From talks with colleagues across different firms, I can tell you that brokerages are adapting to the slowdown in the following ways: cutting ad budgets, shutting offices, canceling Christmas parties, eliminating food deliveries for sales meetings, restricting uses of ad budgets, tightening split levels, etc..
One thing I can say, is even though Manhattan real estate may be slow, I still find it exciting because of the opportunities that lie ahead. This was one of the major reasons I started blogging in the first place.
This industry will change. A large percentage of brokers will either switch to part time, virtual agents or simply choose to take on a career change. Right now there is still plenty of hope that Manhattan real estate will bottom or even recover by the 2nd or 3rd quarter of 2009. Talk like this is silly with no evidence to support it, and usually comes from a source that never saw the slowdown coming in the first place. There will be a time to talk about recovery, but for now, let's keep it real.
As the business that is Manhattan real estate slows, the players that defined the industry will find it hardest to change course. For example, I would be very surprised to see a Corcoran or Elliman introduce a new type of brokerage model! Rather, that type of change will come from somewhere else. But where? Perhaps a disgruntled yet successful broker with a mission to change the world? Perhaps a broker-blogger? Perhaps a new startup? Perhaps a forum/site that managed to grab the attention of buyers - the gold mine of any slowdown? Time will tell.
The inefficiencies and shady behaviors that hovered over the traditional real estate broker and the model of their employing brokerage firm, will be the top focal points of those that attempt to innovate. This broker-blogger thinks the future is a bright one in terms of the transaction process and transparency for both buyers and sellers. Since I plan to be a part of this, I can't go into too many details on how I see the landscape changing, but I can say this:
1) Manhattan Will Have A Public MLS - the internet has grown to the point where maintaining a marketplace with only an internal MLS system, is almost impossible. Streeteasy.com, REBNY's Residential NYC, and OLR Public are the three venues working to bring a public MLS system to Manhattan. It basically is there now.
2) Brokerage Model Innovation - whether it is new FSBO listing service, a new Rutenberg syle of brokerage service, or Flat Fee consulting service, one thing is for sure: the traditional brokerage model seems threatened to me. Not to say that it is dying out completely, just that the future for traditional brokerage services does not seem nearly as bright as it did only a few years ago. As the market slowdown progresses and new innovations appear, the consumers will have more options at their disposal. The question really is, which model will be the winner? In the traditional world, only the most established agents will survive - albeit at a slower pace than in previous years; the rest will work part time or leave.
I have my thoughts on a new sell side model, but it is not quite ready. When the time is right, and model is tweaked to solve a few issues that I see, I'll take a shot! For now, the idea remains in development.
3) Transparency IS Coming - for the longest time, Manhattan real estate was clouded in mystery because of the utter lack of information available to the public. Not so anymore. Brokers can no longer pick & choose what supportive comps to present to a buyer before bidding, because that buyer can simply get an account at Streeteasy and see all the past years comps for themselves. This wasn't possible a few years ago. Now you can see full listing histories, all price increases/decreases, whether a seller switched firms and how pricing changed, etc..
You can also get real time charts right here on UrbanDigs to analyze the trends AS THEY OCCUR in our marketplace! Previously, we were limited to lagging quarterly reports released by the brokerage firms. I expect more in terms of this type of transparency to come in the future.
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There was and still is a very low barrier to entry in the real estate industry. It takes a heartbeat to get your salesperson license, and the traditional brokerage model is to get as many producing agents as possible running around the city, working on commission only, bringing deals back to the home nest where the revenue is split based on production levels. So for an agent, finding a home is not a problem. But with sales volume down big time, deals will be much harder to come by and the established agents will have a huge advantage over newcomers.
In the web world, I think we will see at least 2-4 new ideas come out for sell side services, except their success will depend on a number of variables including:
a) level of innovation - is it just another site to list a property on OR a truly unique new business model offering services not seen before? How is the service being offered different from traditional models? Does the consumer really benefit?
b) stickiness of site - does this new entity have the reach that say a NYTimes.com or Streeteasy.com has? If the new entity is targeted to sellers, do they have the buy side reach to compete with the established big online players? Or, is it a model launched as quickly as possible, to be the first new one, depending upon press/advertising to get the name out? Building a large and sustainable target base audience takes time and is earned by the quality of content being offered. This gives sites like SE, PropertyShark & NYTimes Online a big advantage over newbies in terms of traffic. Efforts to gain market share in the reverse order (launch now w/ no footprint, and worry about getting traffic later), will have bumps along the road and depend on the uniqueness of the model offered.
c) credibility / trust - real estate is still a service oriented business where trust, loyalty, honesty, and ethics should play a key role; in addition to quality of services offered. This is one reason why I discussed 'stickiness' of site above - credibility is vital. The brokerage industry does not have the best reputation and I think any new service should focus on branding & credibility to build a new idea around. Its not a surprise that the new site nobrokersplease.com is building a sell-side consulting business around the embedded hatred for the brokerage industry.
..to name a few.
On the buy side, I see flat fee consulting as one of the more lucrative areas of future innovation. But it will be difficult to for any broker to just flip sides and offer pay-per-consulting services without an established virtual presence. Where will customers come from? How will this consulting be setup? What will the fees be now that the buyer gets outside, unbiased consulting while submitting the bid directly with the seller broker? What type of analytics will be available? How far does the consulting go? Hmmm, the options are endless and exciting.
These are unprecedented times, and no longer is this a market that brokers can 'fool' or 'trick' buyers into bidding wars or full ask offers; if anything we all learned that following what is happening around us really does matter! Its that simple. You can tell buyers to bid close to ask, but they likely won't listen or they will demand actual evidence to support such a bid. In short, what worked from 2004-2008 will not work in 2009 and on. Either you insult the intelligence of your client and lose their business, or you tell it like it is and hope that a seller is realistic in terms of pricing & motivation to move the property and a buyer is realistic in terms of how much downturn risk to price into the bid. Without the combination of the two, there will continue to be a disconnect between buyers & sellers and sales volume will remain pressured.
As the disconnect continues, innovation will arise to formulate a new business model to 'make a buck or two' in this new, slower world. There may even be some great new ideas that don't catch on because the timing is not right for the consumers to use the new service in mass. Buyers & sellers often scream about the inefficiencies of this real estate industry, but they must also know that unless they decide to actually use a new service that is introduced to better the consumer, the chances of survival are low. Which is why the next year or two should be very interesting. The times, they certainly will be changin!