For the past 4 years, I bristled whenever someone would introduce RealDirect as a discount NYC real estate brokerage. My thought was that we are so much more than that. Our technology is the driving force behind our business, and while our technology allows us to do what we do for less money than a traditional brokerage, the discount brokerage terminology makes us sound like a schlocky storefront discount brokerage, rather than a technology driven business. Do people refer to Zip Car as a discount car rental? No – it is the efficiency of the technology that allows them to keep the price lower than traditional car rental business. Same with us!
But over the past few years, I have mellowed a bit – and I have come to embrace the “discount” term. The truth is, most of our clients love our technology, but they love even more the fact that they pay only a 2% commission (or low monthly fee) to RealDirect when they sell their homes. And while buyers really dig our collaborative buying platform, they like our cash rebate of between .5 and 1% better.
So I am done fighting, and I have come to terms with the discount brokerage label. But I will continue to let everyone know that while RealDirect is a discount real estate brokerage, our technology is what allows us to offer FULL service at the discount price. And for New Yorkers who don’t want to be seen using a discount real estate brokerage, they can tell everyone that they use us for the cool technology.