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We were thinking about doing this same thing. We got the same feedback from agents about degrading etc etc. Then somebody mentioned I wonder if Banks had this same discussion before they opened in Grocercy stores. >>>>>>pregant pause.... We are looking for a store to open in

Charlie -- Now, that is an interesting take on the discussion...but, a bank branch has a better connection to the situation than a real estate office does, in my mind. I see your point, however.

UPDATE

Tom just posted this update to this blog about one minute ago...Figured I should include it here for the purpose of the discussion....

 

It gets worse, I found this prototype of the office at the Boston Globe. Imagine going over your mortgage information and other personal information in the middle of a supermarket? Or stressing over an offer and a kid rolls a shopping cart into you? The office is open air…

Check it out.

ReMax is putting one of the only Micro-Offices in this area in North Haven, CT and they will get traffic.  People's Bank has a branch in the store that always seems to be busy!   As for Floor Time or Desk Duty for agents that take it I'd say a good lead that generates income is worthwhile regardless of how you find them.

But a bank is for regular transactions. Make a deposit, cash a check, check your balance. There is a symmetry there. Very rarely will you go to a bank to do a major transaction in your life. And then the grocery store banks have a private room for you to do it in. 

The essence of a real estate transaction is that it is a major transaction. There is no minor real estate encounter of the average person. That is why there is a disconnect for me. 

I can understand a bank in a grocery store. People actually use money in a grocery store. Or it's convenient to deposit a check while you are there.

But buy or sell a home? While you shop for food?

I don't get it.

Tom just updated his post with an example of the "office".

I think it's ridiculous.

Dan -- I agree with Jay...I understand a bank in a grocery store. There is a connection there that simply makes sense. Money. Checks. Buying things....instant connection.

But, a real estate office? I just dont get that at all.

 

TOM -- Agreed!!

Jay -- Agreed again!!

 

 

Interesting idea!  I have always thought a shopping mall location or even a kiosk in a popular mall would create additional opportunities.  I had not given any thought to a grocery store location but there may be some value in the idea.  So many grocery stores have restaurants in them now and I would have thought that was a weak idea but many do quite well.  The added weekly foot traffic and exposure create an obvious advantage if the location and office setup was well down.  Charlie has a great idea relating to the banks often being located in the grocery and who knows the locations could actually be side by side.

Sam -- We have a couple of real estate offices in our local mall...100 stores...2 of them are RE offices. That I dont have a problem with...In fact, one of those offices is quite popular. But, that is a mall. There is a huge difference between a mall and a local mini-mart.

Id just have a problem being sandwiched between the ice machine and the Western Union kiosk. The whole thing seems like a bad idea even when you consider the foot traffic. I dont know about you, but I have seen some of the people that shop at my local grocery store..........LOL

Clint.....I'm hoping that our office has the opportunity to participate in this....we have a stop & shop at the Franklin Village Mall and my team is chomping at the bit to be part of the program....it's an easy way to meet new buyers and sellers....having discussion and then making an appointment to meet at the office for the nuts and bolts of the process.....it's not the place to talk about confidential financial information, but it certainly is the place to find people!!!! we can't do a deal without the people, can we????? other real estate offices will flip this around and turn it inside out to find the negatives, and they all do that to rationalize why they're happy not to be able to participate.

I suppose you could look at this as a variation on a mall set up.  I don't like the kiosk design, but for the average floor duty inquiry, I guess this could work.  Perhaps they plan to rotate agents through this location? I wouldn't want this as my primary work area.

Barbara -- I get the lead generation part of it, believe me. Im in lead generation for a living. ;-) So, that part I understand. And, if that is all these offices are intended to do, then kudos to RE/MAX for thinking WAY WAY WAY WAY WAY outside the box.

However...if I were a consumer dragging two screaming kids through the grocery store while checking items off my list and answering my cell phone only to drop a bottle of OJ on the floor and watching it blow apart showering juice up my leg and then having my debit card not work so I have to write a check and on my way out of the store someone handed me a listing flyer....I might punch them in the face. LOL!

Im just saying that comsumers go to a grocery store to get groceries...not to talk with a real estate representative about homes. Thats all...

 

Marcy -- Yes, it is a variation of it...but taken to the extreme, I think. And, despite the idea and the potential in the lead generation, I dont think it will work as well as expected.

Clint - I'm not sure I can rationalize doing this. We've been stressing "go to where the people are..." facebook, twitter, networking; we meet them at Starbucks or a lunch place for an initial meeting, as well as our office. I just can't imagine having to rush through a "what's your dream home" conversation while they think "man, my milk is going to go bad." 

Having a bank in the store makes sense - 2 minutes, cash a check, and go. Most of the time you don't see desks where you can meet with the tellers for advice about opening a CD, or a savings acct, etc. It's a get your business done and go....

I think this is a foolish decision! But I wish them luck!

I applaud them for trying something new.  I'm not convinced that most people will feel comfortable "talking real estate" while their ice cream melts in their laps, but who knows?

I bet I can reach more people with a well targeted blog post than a grocery store office can reach in a year. And for a heck of a lot less money.

Why not just walk the grocery store parking lot and shove flyers on car windshields?

Anyone have any idea how much the space is costing RE/MAX? I'm sure they've done the ROI calculations. Sure would be interesting to see that.

 

 

Laura -- I agree completely! Both on the ratioinalle with regards to the re office and the rationalle with a bank. And, I also think it is foolish..but, Ive been wrong before.

Tom -- Again, from a lead gen standpoint, it appears to be an ok idea on the surface. Its the rest of it that I have a fundamental disconnect with...

Jay -- I would LOVE to see those stats also!

I won't knock it! I don't think it's too different than those kiosks you see in the middle of the mall selling different products from Practiv to storm doors and stuff like that! It could work for them...

Clint:  I think it's brilliant....and could be a big hit.  When you live in colder climates ... even when the weather is bad... and you want everything under one roof when you go out you might stop by a real estate office if it's conveniently located.  And, how many times have you chatted about real estate while waitingin line to pay for your groceries.  I bet these stores are teeming with agents soon...hanging out at the registers.

Clint - I am the contrarian here, I guess.  I actually think the idea has some merit.  They're capturing an awful lot of exposure by being in the one place that EVERYONE goes, regardless of socio-economic level.  I have often envied grocery store owners, since they aren't subject to the fickle nature of our economy.  We all need food.  I applaud the effort, and I would be shocked if they didn't run the numbers on this already to make sure it's big-time profitable.  

This may sound false, but I was actually looking into doing the same thing here.  It seems to me that anything that allows you to be seen over and over again by the same core group of consumers could produce big profits.  The analogies above about ice cream, OJ, etc. wouldn't be part of the equation, because no one who's in a hurry would bother to stop by and talk to an agent.  I sincerely hope they aren't planning on handing out anything at all.  The only way it can work is to just be available and serve as a resource for those who might be interested.

Kristen

As a consumer this phrase that makes me cringe...

I bet these stores are teeming with agents soon...hanging out at the registers.

If the agents get bored and start venturing out of the kiosks to engage shoppers the pushback is going to be fast and painful for both Re/Max and Stop & Shop. 

Sometimes people just go to the grocery store to buy groceries, not buy homes.

If they think they will be solicited by over-exuberant agents, and they are out there, they will probably find a different store to shop in. 

Shantee -- I respectfully disagree....there is a major difference between the attitudes of a shopper at a mall than one at a grocery store.

Kirsten -- I wouldn't be surprised if this generates a ton of people. But, like just about any other form of lead generation, it generates a ton of people that arent capable of doing anything or are only playcating the situation with regards to "humoring" someone that is trying to sell them something rather than having an actual interest in it.

Jason -- I liken this to the same thing as someone  offering me a discount on a newspaper subscription or a cell phone service....standing by the door handing out flyers that flood the gutters in the parking lot and block water flow in the drains. I just dont think it is going to work the way they envision...and, if Im wrong, I will surely recognize that fact. But, I dont think i will be.... ;-)

Tom -- Good point.

Perhaps this branding technique may have some value. I have seen agents advertising on shopping carts in our local grocery stores. However, I would be curious to see the ROI of such a venture. Maybe in the future, someone will rent a window at the Good Burger drive through. I'm going to stick with the conventional.

Jason wrote: "They're capturing an awful lot of exposure by being in the one place that EVERYONE goes, regardless of socio-economic level."

If someone is not at a socio-economic level to buy real estate, then what good does that exposure do?

Claude -- "Maybe in the future, someone will rent a window at the Good Burger drive-thru" I think that statement says it all.

Wow - your tweet caught my attention on this one Clint.  I had not heard this!!  My 1st reaction was a <groan>,  then started reading some of the posts.  Well one things for sure - there would be a lot foot traffic walking by your "booth".  BUT as I think about the banks taffic that's in our local Harris Teeter - there is never anyone there (customers) -  now it could be the bank itself but...  I'll have to park and think about this one for a tad...

P.S - my problem would be the days that they roast rotisserie chicken - I'd be hungry all day!!

Pam and Lee -- yeah, that was my first reaction also...and my current one as well. ;-) LOL @ chicken comment.

Clint - I don't see them as the same thing at all, unless Re/Max decides to take the low-class route that you describe.  There are ways to make this work really well without using any handouts (which seem utterly archaic to me).  I think it's an innovative move, and it has a ton of potential if it's done correctly.  They need to think of this as a community service rather than a pushy sales tool.  

As an established brand (likely the most recognizable one of all), just by being there in the stores it will stimulate people to think about buying/selling.  Additionally, the fact that they are opening 17 of them and publicizing this brings two points to mind:

 

• People may start to think that things are improving in that area if Re/Max is opening a bunch of new locations.  This could lead to some actual recovery.
• Re/Max wouldn't commit the necessary dollars to open so many new "mini-offices" without researching it a lot

 

I go to the grocery store on a mission, to buy food, buy food fast, stick to the list, get out fast while my children asking for everything at eye level, get through the ridiculous line, use U-Scan whenever possible and get home BEFORE the ice cream melts.  As a matter of fact, if we could get a WebVan type service back, I would be thrilled to not enter a grocery store again.  Life's too short to hang out in the frozen food section. 

Bank in store - got it, Real Estate in store - don't get it.  Back in the late 80's, travel agencies tried this unsuccessfully.  I was approached to help start up an office in a local grocery chain.  Didn't go for it then, don't go for it now.  Basically, it amounted to a handful of people coming in to look at cruise brochures for fun. 

I do understand trying to maximize exposure.  However, I don't want just any exposure.  I want targeted exposure, which brings value to those seeking Real Estate information and service.  I want my brand to by synonymous with area expert.  My grocery store already has a Real Estate Book shelf at the front of the store.  They don't need it from me.  Our market is so deeply affected by Short Sales and Foreclosures, I wouldn't find it appropriate to counsel someone with regard to such a transaction, while sitting in a fish bowl.

Now, I have seen many banks with the little table chairs, in a room to the side.  They are empty 99.9% of the time.  And, let me tell you, I'm at the grocery store A LOT!

Innovative thoughts and ideas are what makes things happen.  For the sake of anyone investing time, money and effort in this, I hope they are wildly successful.  As for me, I'm out thanks. 

Jason -- Oh, I applaud them for thinking outside the box for sure. In this economy, you have to try something new. I just dont think that this is going to be fruitful for them at all. But, as I have said before, I will be the first to admit I was wrong if it does work out. Innovative???....Sure. Effective???.......I doubt it.

Lisa -- Same here. When Im at a grocery store, Im hunting for things I need to survive. Food. And that is the ONLY  thing on my mind at the time.

OOOOHHHHH...Travel agency kiosks...I completely forgot about that. That is a very valid point. As is your point on targeted exposure. This seems like flock shooting....blasting the world inthe hopes that you trip over one person that is willing to listen. Its real life spam email. LOL

 

Clint - Interestingly, I caught my wife on the way out the door and asked her opinion on this without showing her the comments.  Keep in mind that she is a stay-at-home mom with four kids who clearly spends a lot of time at the grocery store.  She said, "I think it's great.  It's very accessible.  Maybe one of the best ideas I've heard in awhile."  I promise you that I didn't taint her thinking in any way.  I just showed her the post and said, "What do you think of this?"  I would love to hear more regular consumers weigh in somehow.

I'm kinda with Jason on this one. Reserving my scorn until I see how it works out.

Jason -- As I said...I very well may be dead wrong. I dont think I am...but, I may be. :-) Your wife is a sharp cookie....she married you.....so, Im excited to see how this goes.

 

Julia -- As Im sure most people are...

I have to post this from Jusin Nelson from the RECR fanpage on Facebook

Jay - Actually, it's funny that you went that direction with my remarks.  I was thinking the other way around.  Rich people eat, too. :)  This is an opportunity to be in front of them.  Having worked in a grocery store as my first "real" job, I realized that it's the great equalizer - you see everybody there.  Just a thought.

Obviously, all of the stuff I'm saying in support of this idea goes out the window if they handle it incorrectly.  If they are pushy, or don't think of ways to actually attract consumers without being cheesy, it will fail.  

First of all, I think we have to meet the consumer in the consumer's environment. That being said, I can't see this idea working here (in Central MA), any more than I could see setting up offices in churches would work. I don't think clients love the experience of a brick-and-mortar real estate office either- I think they have voted with their feet and taken to the online marketing experience.

From what I see, clients like to browse, gather information and do the preliminary footwork of home buying (and selling, for that matter) at their own pace, in bits and pieces if necessary, and at the depth they choose. I can see the idea behind this- be first in front of the potential client, but I don't see it WORKING. 

I hope it does, because I will be the next one pushing for a location in a grocery store or a coffee shop, but I think there are better places to meet the potential buyer and seller in a venue that he or she has already chosen.

Oddly for me, I get it and like it. I'm the furthest person from the big box brand, a franchise and/or bricks & mortar but this will work for them. They worked out an acceptable lease and now they'll have agents in front of people. And people buy and sell homes. For me, it's that basic. It's not about milk and eggs. Or screaming kids. If RE/Max plays its cards right, they won't push anything on anyone. Just be there, be quiet, have business cards and talk if talked to. Be friendly if approached. No selling. More listening. I view it as a reverse open house.

Diane -- I think you are dead on accurate here.

Kimberly -- See....I see that level of "hurry up and wait" as being complacant. It is the exact opposite of blogging, which is designed to help drive traffic to you. This is sitting and waiting for someone to come along and hopefully have enough interest in speaking with you...maybe...if they ahve time.  This isnt active in any way....Its bobber fishing.

Hmmm, that is a unique idea for certain.  I don't like the prototype office shown, but I can see how the idea could work.  I don't feel that it degrades the business, but I do wonder if the return would ever work out.  I think it would build brand awareness and give the appearance of being "everywhere", but as a consumer I don't think I would want to talk about my largest lifetime purchase while the popsicles melt in the shopping cart next to me and my children beg me for quarters to buy bubblegum.

u

 

 

Lesley -- 'Unique' is a good word for it. Again, I applaude them for coming up with something new. But, aside from the novelty of it, I dont think it will work out. That's just me.

I guess it really depends on what you define here as successful.  The most common adage that we've all heard and used to justify marketing dollars is, "It will only take ___ closings for this to pay for itself."  With thousands of customers seeing them, the conversion could be almost nil and it would still likely be a profitable experiment.  Since we don't know their costs, it's harder to judge the quality of the decision.  Based on this part of the article, which appears later, it seems like they probably got the space for a song (see bolded text below), and they appear to have the right attitude starting out:

 

Each office would provide electronic access for consumers to a Multiple Listing Service database, Hummer said.

Stop & Shop spokeswoman Faith Weiner said her company identified supermarkets that had the extra space to accommodate the real estate offices. Stop & Shop has long had bank branches and pharmacies in many of its supermarkets, but Weiner said this would be the first time it has real estate offices in the stores.

“We’re going to look at it as a test to see how it works for us,” Weiner said. “It’s different. It’s unique. We’re going to work together (with Re/Max) to promote and market it, and to see how customers respond to it.”

Jason -- Of course the grocery store is on board with this....they are going to try to spin this as positive as they can just like RE/Max will. I hope the test is successful...I fear it wont be...

Several commenters have mentioned how unique this is.

Not so much.

It was done in a WalMart in 2007 (source). Read some of the comments on that story, by consumers.

And C21 tried it here (maybe elsewhere?) in Costco's a few years back (can't find link)

Clint - I think you may have missed my point.  Obviously, the grocery store is on board with it, but more importantly, the space was already available (i.e. not being used), so they probably didn't charge much for it.  With that in mind, "successful" is much easier to achieve, right?  

Jay -- Thank you for the research on this! Much appreciated!

Jason -- Sure..but at what cost?? How many other people will be completely turned off to the idea?? Isnt there a level of deminishing returns to this at some point?? If I get 1% of people that walk by to talk to me and they buy a house....great! If I have 33% of the people that walk by go "WTF are you thinking???", is it "successful"?? I say no.

I think this will be interesting to watch.  Back in the "old days" (maybe some are still around today, but not in my area) real estate offices often located in strip shopping centers that were anchored by grocerie stores.  Of course, those offices also did most of their marketing in newspapers, magazines and direct mail.  I guess the consumers will either like it or not, and after some time Re/Max will either expand this or abandon the idea. 

Vicki -- It will be interesting to watch...I hope to see more on this matter in the future so I can do just that. ;-)

Clint - Do you really think this would be somehow damaging to the Re/Max brand?  I think you are dramatically overestimating the number of people who will have a strong opinion about it one way or the other.  For me, it goes back to the analogy about not noticing a particular vehicle on the road until you buy one yourself, then you see them everywhere.  It could be the same thing here.  In other words, the majority of people would probably not pay much attention and it would be part of the background ambience of the store, until they actually need or want it, when it suddenly becomes intriguing and worth visiting.

On a side note, if I actually got 1% of the people to buy anything from me in that setting, I would be rich beyond my wildest dreams and I truly wouldn't care much about the few who didn't like me.  I have people now who don't like me (although I can't for the life of me figure out why - haha), but I am not focused on them.  I care about those who I have a shot at helping.  

Whatever happens with this experiment, I am enjoying the discussion, and we can disagree openly and remain friends, which is awesome.  :)

Jason -- Actually, I do feel that is is going to be damaging to the brand...especially if it is, as you have put it many times, not done right.  The comment on the source that Jay posted says it all for me...

 

Clint - I don't know who wrote that, and I couldn't get the link to work to the original post, but that comment strikes me as myopic and bitter.  Additionally, there is zero evidence to suggest that the model would be "cheap" in this case.  The last time I checked, Re/Max isn't a discount brokerage.  :)

Keep in mind that I'm not saying that this particular marketing idea WILL work, I'm saying that it COULD work.  

In essence, this is a monthly expense which has the potential to generate sales, much like your own business model at RECR, correct?

If the numbers work, I would definitely try it.  As for the embarrassment factor, I just don't see it.  Who even asks that question of a friend ("Tell me where your real estate agent's office is.").  We rarely even have clients who want or need to meet at our office - we meet them out and about.  The bottom line is that if someone does a good job, they will get referrals from their clients.  I would be happily "embarrassed" all the way to the bank.

Jason -- And, on the flip side of that arguement, there is evidence from past events that this isnt going to work...especially if not done right.

There is far more to consider here than just numbers. Im not saying they are going to fall flat on their faces, but I do see a significant downside to this experiment...one that, no offense, you are systematically choosing to ignore in the face of POTENTIAL profit.

What of brand recognition/management?? Is that trumped by $$? Ford tried that once with the Pinto.......

Yes, it is a monthly expense that might generate sales. No, not like RECR because we dont charge  monthly fee, but yes I get your point. Just like a newspaper, a website, a blog, paying for a seat in a brokers office, etc, etc, etc. And yet, every day, I see posts/articles/conversations about how any one or all of those things do not work to help make agents money. So, I dont think that part of the arguement holds a lot of weight.

 

I'm ready, willing, and able to talk to any agent who falls into this category:

"f I was a Re/Max agent in New England I would be screaming at management. Imagine having to do desk duty next to the register? And if they do not listen, time to get new Keller Williams business cards..."

Heck, I'll even pay for them :D Love ya, Clint! Thanks for the post.

Stacie -- Hilarious!! :-) Love ya, Stacie! :-)

Clint - I am not choosing to ignore any downside in favor of profit, but I do have a tough time imagining this having any detrimental effect on their brand.  Do I respect Chase or Wells Fargo less as a brand because they have a branch in our local grocery store?  Nope.  What about Lenscrafters?  They have a location inside Target.  McDonalds has one inside our local Wal-Mart.  None of those locations have affected how I view their brand, except that they have added convenience now.  

Sincerely, I think FAR too much has gone into the notion of agents standing by the registers (they won't be) or having someone accosted while trying to get back to their car with groceries.  Clearly, either of those items would be detrimental to the local franchise.  

You know me well enough to know that I am not all about profit, but if you want to discuss the viability or lack thereof for a particular business model, this certainly has to be part of the equation, right?  If not, maybe I wasn't paying attention in any of my business classes in school.

Just because the idea hasn't worked before doesn't mean it's doomed to fail.  Businesses are struggling, and the collaborative effort here might produce a synergy that makes it work well.  Conversely, it could fall flat on its face if they don't do the right things to attract clients.  You and I both know that it would require a healthy dose of creativity to get people to come sit down and talk about homes.  However, every time I am in a social gathering, EVERYONE wants to know about the real estate market.  I think part of the goal would be to work with the store to inform customers about the availability of MLS access for them, etc.  With a reasonably soft sell approach, along with good agents, it could be helpful to the brand AND profitable.  

On another note, as a broker I wouldn't require any of our agents to do it unless they were 100% behind the idea.  Otherwise, it will show - people can sense a lack of enthusiasm very quickly.  

Jason

Great points, and if you were working the grocery store branch it may work. What concerns me is that many agents do not have the tact you do. They would think the best way to work the store is to actually work the store. Sort of the singles bar approach. And those that are 100 percent behind it could be the worst offenders.

While it may get them customers, odds are it would offend many others. And that taste would linger even if you were the one working in the kiosk the next time they came in the store. 

That is the detriment to the brand that you risk. You may be an angel but there is a reason that Real Estate agents have a stigma of being worse than Congressman. 

Tom - Fair enough.  I like your comment about Congressmen, by the way.  As I said in one of my comments above, if it's not worked properly, it will fail.  Period.  I do think that if I were there at the location, I could land a solid amount of business.  Choosing the right people to staff it is one of the most important decisions, in my mind.  I understand your point about the predatory agents - that would harm the concept, no question about it.  I see that they struck a five-year agreement - I'm guessing they know something that we don't.  :)

We tried it in a mall setting and it got to be such an expense and only the new agents that were desperate for business showed up. Not very successful. Good luck.

Imagine if they took that space, set up a couple of computers with access to their website and IDX portal. Had a hotline to the office for more information. Then had on 3 40 inch LCD's a running slide show with the homes they are offering and business cards spread out to steer people to their website?

Add in free coffee and you could have a very powerful tool. The low impact presentation would allow people to explore at their own pace and may lead to more effective leads for the agency. 

Jason et al, thanks for your input on this. When I first wrote the post I really thought it was the most ludicrous idea I had heard. Now I can see some merits in it, even though I still have a hard time seeing it being successful. 

Clint~ What a fabulous post.  I have enjoyed reading all the comments as well.  I am on your side 110%.  I would never want to talke to an agent that has an office in a supermarket, nor would I ever buy glasses in one either.  To me, the level of professionalism seems lower.  Don't get me wrong.  I'm not saying that it is lower, just that my impression of it is lower.  I think it loses credibility as well, by being located in a grocery store.

Interesting concept and interesting comments.

Jason's point about the right people is the key.  

I believe the right mixture will work.  I also believe the odds of finding the right recipe are against you.  However, nothing is impossible.

Clint , Next it'll the Airlines,    Coffee Tea or RE/MAX

Bill

Something similar was tried by Sears a couple of decades ago.  Sears purchased (I think) Dean Witter - it was derisively referred to as "Stocks and Socks" on Wall Street.  I think that a business that depends upon a level of professionalism can be negatively impacted by a location in a retail environment.  The combination of Sears/Dean Witter was not a success, but I guess we'll find out if this works or not.

Jason and Tom -- I think you both have valid arguements you just posted...and Im going to leave it at that. ;-)

Terry and Bonnie -- We have a couple in our local mall here that have been there as long as I can remember. But, it is a satellite office of the largest RE company in town...soooo?

Tom -- Sounds like all you need is a ping pong table, a pool table and some darts. ;-)

Dawn -- And that is the problem I have with it. Even though the level of professionalism may be the same or even higher, the PERCEPTION it creates is that it is lower than normal. And that PERCEPTION is what is going to be the defeating factor in all of this and cause damage not only to individual agents, but the brand as a whole.

Mark -- Anything will work if you do it right. Thats the key to being successful with anything from cleaning a carburator to building a brand. LOL But, I think in this case, the "magic" recipe needed is more of a pipe-dream than a reality.

Bill -- LOL!!!!

Jessee -- "Stocks and Socks"....OMG! LOL! And, you hit my point right on the head!! What is the one thing people always talk about when mentioning real estate...??? LOCATION! LOCATION! LOCATION! Well, in this case, the location sucks. And, I think it will damage the reps that are there and the brand as a whole. But, thats just me.

That's hilarious, I guess you never know when you might want to pick up a house while you're at the store. I missed this yesterday.

Monica and Kevin -- Im still just dumbfounded by the entire idea of this...I just dont get it.

Inman ran the story. Once again, a major news outlet -- industry specific at that -- is slower than the blogs....

 

Jay -- What is funny is that they were slower than at least two of them as Tom ran this story in his blog before I picked it up...LOL

Clint, in the Midwest we have already tried this nonsense with Coldwell Banker and Sears stores in the malls. Totally worthless for all involved. Been there, done that, next please. I guess these guys think they are unique! I left a company because there were rumors that it would be bought by KMart & we would have our offices in local stores! Blue light specials on real estate? I left for RE/MAX.

Lyn -- "Nonsense". I really dont think I need to add anything else. :-)

I would love to do floor duty at the office at the  grocery store. There will be a lot of walk-ins.

I can do my grocery shopping while waiting for the phone to ring.

They usually give free food samples in our area. I would not need to buy lunch.

 

Gita -- I think there will be a lot of walk-BYs....not walk-ins. :-)

For those who say this is ground breaking, I seem to recall a giant failure by Coldwell Banker when they attempted to set up locations within Sears.

In regards to actually locating them within a grocery store is just ridiculous. Based on the 2009 Profile of Home Buyers and Sellers by NAR, 79% of home buying transactions involves a man. I don't know about the rest of the men here, but for the most part my wife frequents the grocery store. On the occasion that I have to make a stop, I'm in-and-out like it were a hit-and-run.

Besides, when was the last time you ever heard a home buyer say that I found this house at the grocery store and was interested if I could take a look at it sometime. But who am I? That's just my opinion though.

Clint:

Thanks for chiming in on my post on this subject today and letting me know that this is here.

It seems as though actual shoppers, like Jason's wife, seem to like the idea. However, many Realtors think it would be "undignified" and hurt our image.  I think, like a lot of ideas, this may not be a one-size-fits-all. Just as some Realtors hate doing open houses and some love them, this will work for certain personality types and not for others.

 

I think it is a good idea.  You will get some traffic.  I have seen H&R Block in stores and people will get there taxes done there.  What's next attorney's.  LOL...

Claudette's comment is spot-on.  I was surprised to see how many agents would feel that this is beneath them.  There are agents in Austin who feel that working homes under $500,000 is beneath them, too.  More for me.  :)  But truly, I will consider any business idea that has the potential to be profitable, as long as it's legal and ethical.  I work all price ranges.  In 2006, I had two of the top ten largest sales in Austin, but I also sold a home for $62,500 that year.  

Clint....I'm sure this will take off.....but I personally don't like it. Have a great day!

ARGH!!! FAIL ON ACTIVERAIN!!! If I dont enter the text graphic right it deletes my entire comment?????? CRAAAAAAP!!!! Ok....here we go again.....

James -- I completely agree on all points, my friend.

Claudette -- Happy to see you here as well! You have a valid point...and I think ANYTHING will work with the right attitude and the right people. My question is tho...is this "magic recipe" they are shooting for attainable in the real world?? I dont think it is....

Tony -- Attorneys! LOL!

Jason -- See....there you go again....Basing your entire arguement on the idea of potential profit. HAHAHA! (Just yankin your chain, homie!)

Rob -- I hope it does...I really do. I dont THINK it will....but I HOPE it does.

I respectfully disagree that this is not a great idea. Just the fact that it is new and different is going to distinguish RE/MAX from other brands. The last time I looked there is a hell of a lot of traffic in Stop & Shop. That is an aweful lot of eyes looking at the RE/MAX signs. The key will be having good people working in these locations.

"Just the fact that it is new and different is going to distinguish RE/MAX from other brands."

It's not new and different. Maybe it hasn't been tried in that part of the country, but brokerages here have set up shop in WalMart and Costco.

Both were very short-lived adventures.

Done right, with the right representatives, this could work.  If it came to my town, I'd love to be a part of it. 

Have to have refreshments, coloring contests, give-aways (not a free CMA), guest consultants, bring in a Red Sox, Patriots, Celtics, Bruins player for autographs (what fun), and yes the big screens with home makeovers running on them visible from the check-out - people love that stuff!  It has to be a PR effort, not a hard sell.  Little parties every day - that's how I'd do it.  Buzzzz!

Bill -- Its not new or different. It has been tried before. And miserably, I might add...

Jay -- Oh....Thanks for covering that for me. ;-)

Kathryn -- Anything "done right with the right representatives" will work. Considering that this has been attempted before and failed big-time....what is that "magic recipe"? Anyone can make generic statements like the kind being made about this venture. The question is, HOW? With whom? Doing what specifically? The devil is in the details here...and, quite frankly, I think this is doomed to fail yet again.

Think it will be a great branding opportunity for agents and could be quite lucrative in the long run.  Most people don't just wake up one morning and decide to buy or sell property.  If they are accustom to seeing the same agents week after week as they tend to food shopping chances are they will stop in with a question during the preliminary stages of contemplating a move.

Whether I think the idea is a good one or not really has no bearing on the issue, If it works, it works, I don't have an opinion strongly eigher way, however I do think it is a bit cheap, then again, we are putting ourselves Twitter and Facebook. Again if it works more will do it, it is change and change is never easily accepted

I think it depends on how it is done...

1. Big flatscreens of homes for sale...electronic ticker on market conditions...

2. A few computers and a couch like setting...with a few kids toys/SpongeBob video on loop.

3. Free coffee

4. Plenty of flyers focusing on getting people to your Home Search website.

5. Friendly agent sitting there working on lap-top available to chat. (Not in a suit.)

It's at least a giant billboard for advertising listings and the IDX website in front of a huge audience.

I'll bet Coldwell Banker and that office model of ReMax above didn't/won't work because the set-up is too Office-like. Hard chairs and a desk. That IS all wrong.

Concept and design will make a huge difference.  An RE audience on a main street in a small town can attract a lot of walk-in traffic IF the door, windows and main area are designed correctly.

 

I am on the fence as well. I am not opposed to the idea. Not where I want to place my desk!  On the other hand I think that the informal setting can put some at ease..

The varied comments are not surprising; after all is said and done we have to realize that this is not any worse an idea than limited representation, discount brokerages, flat fee brokerages, rebate brokerages, and so on. 

There is a lot of room in the industry to try different ideas and then decide what works and what doesn't.  Personally, I find it embarrassing that a major brand has decided it needs to do this kind of "marketing" to get more business - pun intended.  My surprise is that the franchise has signed off on this.

Maybe this is creative, and maybe the franchise is smarter than it appears to some of us.  Time will tell and they are entitled to risk their reputation.   Although it makes many in the  real estate profession nervous because it does add, or should I say subtract, to our collective image. 

At least they're not opening at the corner 7-11 convience store. 

Our RE/MAX broker spends a ton of money on very fine offices. There is no walk in business to speak of and no one does desk duty. I think the "top of mind" and lead generating potential for the agent in such a highly visible place could be truly awesome. Conversations requiring more intimacy can be held at the main office or a nearby coffee shop. I would be pleased to spend some time in this arrangement.

Clint,

Not sure what I think of the idea, but comment #39 made me think..."I see that level of "hurry up and wait" as being complacant. It is the exact opposite of blogging, which is designed to help drive traffic to you".      As a newer agent trying to "build my brand" and work on social online networking, maybe the waiting time could be used productively building online products, taking online classes, etc. This would allow the brand and an available agent to be in front of consumers, without having to be in their face.

I also am interested in what people think about the use of automated TVs or even the touch screen displays available. Many areas have chimed in stating similar attempts like this have not worked in the past. Were any of these unsuccessful attempts in the very recent past, or were these mostly "pre-computer"?, and do you think newer technology will affect the outcome?

Will they be offering coupons!!! Rediculous... You hit the nail on the head... Just because you can.. doesnt mean you should!!!

I can see both sides. It wouldn't work for my firm, Washington Fine Properties but there is nothing wrong with trying something - it sounds innovating. I think the food/bank connection works better!!! The real issue is that agents that aren't busy will either be overeating or eating so healthy!!! At least it will be easy for agents to go to the grocery store before heading home :)

Yea sure, sounds good.  Add a nursery in the next kiosk over and invite the weary mother of 5 to come sit down in a Remax emblazoned massage therapy chair while you place virtual reality goggles over her face and take her on virtual tours to vacation properties in Tahiti.  Then scale it back to local real estate with a pool, and wow - it now looks so affordable.

Then send the bell boy over to the wine section and order up a nice bottle of bubbly, and pour the client a drink.  While sipping champagne and talking over your next deal, offer a nice pedicure or manicure and swap emails and facebook profiles.  Now that we're all friends, do you see any neighbors that you might want to refer me to?  I shop here to, ya know.

Make sure you lob some spaghettios into the little lions den every 15 minutes or so, unless they are engrossed in the purple dinosaur video. 

Finally, offer some hard to resist coupon deals send em out the cubicle with a free slurpee from the soda stop, and a doggie treat for Fido.

Remind them not to forget to stop at the used car kiosk on your way and see if you need to upgrade that minivan today. 

 

 

I think it is a smart idea. It is a high traffic area aned I bet there are plenty of prospective serious buyers who might make RE/MAX their first stop because it is easy.

Keith -- That was the most awesome comment I have ever read. :-)

Mark -- You and I have a difference of opinion on this matter, for sure. I have stated before, I really HOPE it works. I really do. But, I dont THINK it will.

Interesting idea- never underestimate the herd mentality- powerful stuff!  It will generate business for some, but I'm thiinking my ideal target client won't be attracted.   -Steve

We had a broker in Tulsa try and open a kiosk in a busy mall to try and give out information. It didn't go to well, and they closed shortly after they opened.

Bedlam -- Im not surprised...

Is this going to be a new trend?  Banks have offices there, why shouldn't real estate companies.  Interesting!

"Banks have offices there, why shouldn't real estate companies."

Because banks and real estate companies are two completely different businesses?

Salvation Army stands in front of stores ringing a bell, why shouldn't real estate companies?

I have to agree with Jay...

Clint,

At first blush, it seems a little bizarre, but stranger things have happened with sucess.

@ Jason:  My friend... it just amazes me that time after time on this post, you have made sensible, positive comments... only to have the writer of this post, Clint Miller, come back with a very negative statement... and try to counter just about every positive thing you have had to say.

You said he is "being friendly" about it... or that you could disagree and still "be friends."  Perhaps.  But, still... you are trying to be as positive as you can... and continue to try to chime in with ways you think this Re/Max in Stop-n-Shop could work... and all Clint does... is continue to harp on how this idea will never work. 

Perhaps that is one of the many reasons you have been so successful.  A positive attitude.  I commend you... I really do.

Myself... I think this could work... and I would at least be willing to give it a try.

Tom Royce seems to be pretty negative about this idea as well.  Both his and Clint's negativity really rub me the wrong way.  Guys... you need some happy pills, I guess.  They can be found in your local Stop-n-Shop grocery... just past the ReMax mini-office... in the Pharmacy department.

Clint:  Why so insistently negative ?  On and on and on... negativity abounds.  Can this idea be that bad ?  You surely sound like one of those "glass is half-empty" kinda guys.  Wow... Jason said several times that you were "friendly."  Me... I felt like at LEAST... throwing a pillow at you.  LOL.

I commend the very few agents who have commented positively in at least sounding willing to give this a try.  And... like Jason said... just how many closings a month would be needed to pay for this thing ?  I think I would be right behind Jason... on my way to the bank... depositing a commission check.

Thanks for putting this post out there.  It has been an "interesting" thread to watch.  Have a great week !

Karen -- With all due respect....This has been done before...to ultimate failure.

It is a bad idea...it is bad for the industry...and it is bad for the agents that will be forced to sit there and hand out pamphlets to moms with 3 screaming kids balancing a cellphone and trying to get out the door so they can get home and cook dinner (Or feel free to insert any scenario you wish here....)

Im not being negative. Im being real with where I stand on this issue. One thing about this blogging thing is I get to express my opinion and do so in a way that sparks debate. That is exactly what I have done. And, to his credit, so has Jason...and Jay Thompson...and Tom Royce...and everyone else that has posted comments on this blog.

And, IN MY HUMBLE OPINION, there really is no way to sugar coat this...this is a horrible idea that will fail miserably. It will cost these brokerages money and respect. And will (further) drive down the public opinion of the agents that are there and the brand they are there to represent.

Pillows are fine. :-) I dont write these things to make friends. I write them to spark debate. And, in that regard, I think I have succeeded or you wouldn't have posted on here. :-)

Clint:  Regardless... I still very much disagree with you.  What you seem to be oblivious of... is that EVERY market is different.  And, they really are.  I realize that it would NOT be considered a workable idea in a market where a first or second-time buyer would be spending $500,000 to $800,000... like in the East Coast, or California, or Florida, or wherever.

But in my market... the typical first time buyer... or second timer... the ones who really may not HAVE had much contact with a Realtor... DO shop at places like this Stop'n'Snop grocery store.  And I can see them doing the internet thing for quite a while... but then when the idea hatches in their brain to finally DO something about it... I can see them grocery shopping... waddling past the RE/MAX office in this "nicer" grocery store... and thinking... "gee... there's a Re/Max office.  I've got some questions... I think I'll stop in."

And... for a decent RE/MAX agent... preparedness + opportunity = prospect... and a really good chance that some of them will be GOOD prospects.

I suggest that an assumption that you might make that this will not work... may well apply in many markets... but in a market line mine in Fort Worth, or in a market like Jason's in Austin.  I think it very well might have a much better chance.

And again... in every comment you made... commenting on what someone said (often Jason)... you seemed so "cock-sure" that you must be right... and that anyone who would dare to doubt you... just didn't know what they were talking about. 

I certainly did not like being told I didn't have a clue what I was talking about.  I was not impressed.

You said you were not being "negative"... you were being "real."  Well... I think both parts of your answer are correct.  You were being "real negative."

I am so glad that, as you said, you "don't write these things to make friends."  Because you surely didn't make one with me.

Karen -- First and foremost...Jason Crouch and I are good friends with a mutual respect that, at least for me, runs very deep. I respect his opinion and value his friendship...and have for several years. And, it is with that in mind that I can be so spirited in my debate over this issue...as can he. We understand that this isnt personal.

Secondly, I think that is where your comments have crossed the line a bit. My being "real negative" about this situation is only a reflection of my passion that I hold with regards to this arguement. And, yet you fault me for it?? What right do you have to judge me

Finally... I have said many times in these comments...I HOPE I AM WRONG!! I do. I really do hope I am wrong for the sake of the brand, the brokerage, and the agents being required to work through this. However, I dont think I am wrong. And, I think history has already proven on more than one occassion that this doesnt work. It has been tried before, remember. It didnt work then...and I do not believe it will work now.

Oh yeah...one more thing. At no point in my comment to you did I ever say that you "had no clue what you were talking about". In fact, at no time did I ever say anything even close to that or aim any negative remarks toward you in any way. My comments were directly in relation to this post and my feelings in regards to it and had zero...nada...zilch to do with you or my opinion about your intelligence. I even said that throwing pillows is ok. As a result, I would appreciate it if you didnt turn this into a personal issue...which is what it appears you are doing.

I have to say that about one year ago exactly I was "cock-sure" 100% that one way I heard that other agents were connecting with prospects was a stupid idea. I was vocal. I was "real negative".  I said it out loud, all the time:  twitter is LAME.

And even though I said it, believed it, and argued it, I never was able to change the fact that agents all over the country were prospecting, converting and closing leads all day long via twitter.

Karen, you are absolutely right:  every market is different.  And if this is a successful idea, Clint's comments are not going to impact the results one way or another.  He's generated a very interesting conversation, though, and it's got a lot of people from varied perspectives looking at the way that they find and connect with leads.  He does this a lot.  Whether or not I always agree with him, it's why I subscribe to his blog.

I have no idea if Realtors in grocery stores is a good idea.  As an RE Assistant in a busy office, I can tell you what I see all the time:  agents trying to kill the fly with the shotgun and wondering why it's not working.  Intially, my thought about the grocery store office was "No way! No. way.", and then I read Tom Royce's take on it. You know what? I might stop by THAT space, if just for the free coffee! ;)  Back to my point:  if you're going to try something new, DO it.  Do it right, do it well, do it to the very best of your ability.

Says the girl with the #1 twitter account in her market.

Shari
Assistant to Tim McIntyre

Hmmm...  I'm trying to figure out at what point disagreeing with an idea came to be considered negative.  I've read several comments made by Clint wishing them well with the venture, despite the fact that he believes it to be a bad idea.  Clint's snarky comments drew me to reading his posts, following him on Twitter and becoming online friends.  I don't always agree with Clint, but truly appreciate the authenticity of his comments and posts.  I like that he doesn't sacrifice his true beliefs to get more readers.  I value his opinions more because of that.

This post sparked some really good comments for and against this plan, and for that I thank Clint for writing it.  Again, as I stated in comment #28, I wish wild success to anyone giving it a try.  Business is tough right now, and it's important to try new things.  However, this idea will certainly not be part of my business plan.

Thanks Clint.  Keep writing.  I'll keep reading.

What's next, the used car lot or flea market? For God's Sake!

In a time where we should be appearing more professional.. this is the worst thing I have ever seen. Are we that desperate? What message are we, professional Realtors, sending to consumers? This is just one step closer to handing your license over to "The National Enquirer." Please people,,.. there was a day when real estate agents acted like professionals, personally, I'd like to see customers get back to making an appointment to discuss one of the biggest decisions of their lives. I'm keeping my office and I'm expecting my customers to see me as their real estate professional, not a grocery bagger. I bet you half the people here who think this would work go to a professional hair salon, not the one in Wal-Mart. Just-sayin!

I'm begging REALTORS to step it up! However,.. here is my prediction... you get what you ask for, you are what you associate with.. this will not succeed. Side by side, professional Realtor standing next to real estate "clerk"... consumers will ultimately decide who is in business the longest.

Clint.. good post.

Shari -- LOL! Thanks for weighing in on this. Free coffee is good. ;-)

Lisa -- Im all for coming up with new ways to get leads. Im in the lead generation business. I understand that. But, at what point does this cross over into damaging the brand/repuatation of the agents/public opinion of the organization at the sake of handing out flyers?? I dont like this idea. I sincerely hope Im wrong and it works with flying colors....but, like you, I wont be holding my breath.

Debbie -- Yeah, you and I are on the same page here. Nice point about the professional salon vs the Walmart "Hair Chop and Copy Stop" LOL! :-)