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Broker Pushes Back at Split Pressure

Savvy agents realize that if they spend less time marketing listings and more time prospecting and selling, they can ultimately make more money.

(Boonton, NJ, March 9, 2017) — For years, real estate brokers have experienced relentless pressure on splits. One Florida broker is pushing back.

Jay Phillip Parker, the head of Douglas Elliman Real Estate’s Florida operations, says he is persuading agents to accept slightly less generous splits. In return, he vows to help them sell more homes by offering more services. For instance, the company now handles photography and marketing for agents’ listings.

Centralized marketing not only takes a task off agents’ plates, it also lets the company provide a consistent level of quality and negotiate lower rates.

Some agents simply aren’t willing to entertain the idea of a lower split, he acknowledges. But savvy agents realize that if they spend less time marketing listings and more time prospecting and selling, they can ultimately make more money.

"Our agents are making dramatically more money by aligning with us and allowing us to assist with that process," he says.

More on Jay Phillip Parker’s push back plan appears in the March issue of Real Estate Broker’s Insider newsletter.

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