Real estate and applications working with the sale of real estate without the broker
In mid-July, real estate professionals were apprehensive with the arrival of the Hubbers Real Estate application in São Paulo, which promises to sell real estate without a broker. This is a disintermediation movement that has been gaining strength in recent years, as is the case with the Uber and Airbnb apps, which are already a reality.
Basically, Hubber Real Estate connects homeowners with potential buyers. In this, the negotiation takes place directly between the two parties, without the presence of a professional. Is it the end of the real estate profession? We don’t believe it.
Here, we are constantly stressing that consumer behavior is changing, which requires a new attitude from realtors. As people are more connected, the trend is that these and other technological tools are here to stay. This is inevitable. It is up to the realtor to understand them and, if possible, embrace them, not reject them.
Therefore, it is essential to know the proposal of the Hubbers Real Estate application to know how to deal with it. Here’s how to do this:
How Hubbers Real Estate Works
Hubbers Real Estate allows the owner to advertise their property within the platform. To do so, the application recommends professional photographers to take pictures of the rooms and even publishes a videotaped visit to draw more attention from those interested.
Next, the app connects the potential buyer directly with the owner. All documentation part is done by the application itself. If the sale is completed, the application earns 3% commission, half of what real estate agents and brokers usually charge.
At first, the startup intends to work only with high-end properties in São Paulo that cost over 1 million reais. From the moment the company wins the market’s trust, the idea is to expand its area of operation.
Positioning of COFECI/SECOVI
Soon the news of the arrival of Hubbers came out, the president of the Federal Council of Realtors (COFECI/CRECI) João Teodoro sent a message to reassure the professionals of the category.
In general, he said that it is not possible to sell real estate without a broker and also stated that the application works irregularly, without the recognition of Organs competent bodies. Therefore, it must be closed. Check out the full testimonial in the video below:
Before going out protesting in the streets against the new ways of selling real estate without a broker and claiming the obligation of the profession, make a self-reflection about your work. Are you pleasing all of your customers to the point of making them refer your work to friends and family?
This is a crucial point. After all, many people prefer to pay more for services and products because of the great service they receive. If you do a great job and delight your customers through personalized service, additional information and agility in processes, they will certainly not want to replace your services with an application.
Invest in quality photos
In the Hubbers app, homeowners will advertise their properties with high-quality photos. Why not do the same and, who knows, even more than that?
So, take the time to take lots of pictures of the quality properties. Next, it’s worth having a tool for social integration and integration of real estate portals to advertise properties on specialized websites and on Facebook, Instagram, Twitter and so on. Your chances of impacting more people increase.
Give your customers satisfaction
To prevent the sale of real estate without a broker becoming a rule in the market, do not sit idly by. Move yourself! Even if you are finding it difficult to sell a property, do not disappear from the owner’s life, give some satisfaction. This demonstrates that you are concerned about the business and are working hard to provide a positive response.
In this sense, use your real estate CRM database and see how the service status is with each of your customers. If necessary, send a message explaining the business situation.
Customers who are interested in buying a property, offer the maximum options compatible with their wishes. Anyway, it’s time to make a difference in service! When they see your effort and competence, they won’t want to trade the experience of trading with you for a more impersonal experience of an application.
Hubbers app suspension and response
While we were producing this article, we came across a publication that states that the Regional Inspection Council of the professional Realtor of São Paulo (CRECI-SP) suspended the Hubbers application subscription and asked the platform’s partners to provide clarifications.
In its defense, the company denied that it works with the sale of real estate without a broker. On the contrary, it assumed the commitment to act through brokers duly registered with this Board as soon as it starts its activities.
Even if the application is still not working, the tips in this text do not lose value. The essential thing is for the realtor to understand the new behavior of the market and improve his work through new technological tools.
In mid-July, real estate professionals were apprehensive with the arrival of the Hubbers Real Estate application in São Paulo, which promises to sell real estate without a broker. This is a disintermediation movement that has been gaining strength in recent years, as is the case with the Uber and Airbnb apps, which are already a reality.…