‘Every transaction is so important: It’s your business, your brand, your way,’ says Michael Dreyer, managing broker of Homelife Benchmark Realty in Langley.

‘Every transaction is so important: It’s your business, your brand, your way,’ says Michael Dreyer, managing broker of Homelife Benchmark Realty in Langley.

In real estate, your brand matters: Make it work better for you

Langley brokerage revitalizes approach to support local Realtors and clients

Just because business has always run a certain way, that doesn’t mean it must be done that way. In fact, one of the many things we’ve learned from COVID is that a business’s ability to adapt quickly to a new reality can make the difference between continued success and obsolescence.

During the pandemic, that realization brought Michael Dreyer his “ah-ha!” moment.

Technology has already brought innovations like video conferencing and digital document signing, so as we shifted to home-based offices, the managing broker for Langley’s HomeLife Benchmark Realty realized that much of the work his industry does is already undertaken remotely. The pandemic proved that real estate – like so many other industries – could likely do things better.

Here’s what that looks like for HomeLife Benchmark’s Realtors:

Typically a brokerage maintains a large brick-and-mortar office, with a full complement of support staff, office equipment, meeting rooms and offices.

With the expectation that COVID will be with us for the foreseeable future, Dreyer has opted to simplify those offerings, leaving individual Realtors with more opportunity to brand themselves and their business in the way that makes the most sense for them.

“Every transaction is so important: It’s your business, your brand, your way,” Dreyer explains.

With overhead costs reduced, their brokerage fees follow suit, allowing Realtors to keep more of their earnings in their pocket.

Langley’s Homelife Benchmark Realty team has reimagined the typical brokerage while maintaining support for Realtors, such as administrative staff, conveyancing services and meeting space.

Langley’s Homelife Benchmark Realty team has reimagined the typical brokerage while maintaining support for Realtors, such as administrative staff, conveyancing services and meeting space.

What doesn’t change is the back-end support the brokerage provides, including administrative staff, conveyancing services, required office equipment and some meeting spaces.

“When every transaction is so important, shouldn’t you keep more of what you earn?” Dreyer asks.

At the same time, Realtors still have one of Langley’s most respected, well-known brokerages behind them in the HomeLife Benchmark Realty name, backed by Dreyer’s own 30+ years in the real estate industry. Having experienced just about every type of market and event, COVID simply underscored for Dreyer the importance of adaptability.

“This is the way of the future, in my belief.”

To explore more about the future of real estate in Langley, Dreyer is inviting local Realtors to join HomeLife Benchmark Realty for a special Zoom meeting Sept. 15 with financial expert Michael Campbell, who’ll speak about the real estate market and what we might expect.

To learn more, visit homelifelangley.com or call 604-530-4141.

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