Last week, I came across an article discussing another new online start-up -- this time a Universal MLS. The founder of this start-up stated that his vision for a new breed of MLS is based on his belief that real estate agents and brokers will inevitably play a "lesser role" in real estate transactions as Web-based services become increasingly popular with consumers.

He went on to say that he was absolutely sure that the way real estate is sold is going to change.

Whether you believe that our MLS's sold us out or it's just the natural consequence of the free flow of information in the Internet age, the MLS, as THE place for property information is ending. As much as traditionalists may dislike the thought, there is simply no question that buyers and sellers, armed with information that they got WITHOUT going through an agent, will find each other more and more. Many sellers who have time will do their own marketing activities and buyers will do more of their own house hunting without us.

My problem with his comments is how he frames his argument along with his lack of recognition of what the Internet CANNOT do. In doing so, I believe he does a disservice not only to agents in cheapening their role, but, in addition, by pitching the wonders of the Internet as a matchmaking device, without any acknowledgement of the importance of fiduciary counsel and care, he leaves the consumer increasingly vulnerable.

A home is, to most people, their greatest financial asset. Buying or selling a home is not the same as selling clothes at a yard sale and without expert assistance, consumers "going it alone" more often than not, fail in their attempts to buy or sell for the greatest value.

What about taking the same concept and framing it differently? I would say instead that in the future, real estate professionals will be providing an "elevated role" of acting as an objective advisor and making some sense of what the mounds of data actually means -- something the Internet can NEVER do!

If playing a "lesser role" means that agents aren't running around putting lock boxes on doors or waiting at the seller's house to meet the appraiser or the fire department so the smoke detectors can be checked, then I say amen. If a buyer, using the Internet can do drive-bys to narrow down their search, so that the agent can then step in, use their expertise to help them decide on a final choice, and guide them through a successful closed transaction, then is the agent truly playing a "lesser role"?

What so many in our industry are missing is that "less is more." Does a doctor feel cheated that someone in their office makes the patient appointments? Does an attorney get upset because his/her paralegal is performing some of the tasks that don't require their level of education or years of experience? Honestly, is the doctor's time better spent examining their patient or making appointments?

Similarly, is the attorney's time better spent advising their client or performing purely functionary tasks? So, why can't we in the real estate industry wrap our heads around the concept of letting the consumer harness the power of the Internet to gather the data while we take the role of making sense of what it all means? It's not the number of hours that you put in -- it's the level of work you are doing in those hours and being well paid for it. Instead of installing signs and playing tour guide, why not spend our time advising, negotiating, and trouble shooting?

Likewise, no real estate professional wants to look at their future role as simply "doing the paperwork." But what if this role was reframed as one where, once the buyer and seller have found each other that this is the time that they need us most? Because rather than simply "doing the paperwork," we are in fact providing the vital "contract to close." This is not semantics -- it's a true reflection of where our value is. Any good agent knows that finding a buyer for the seller or a house for the buyer is the easy part -- getting the transaction to a successful and profitable close is where the rubber meets the road.

Changes are indeed afoot and the continued emergence of new models only point out what is becoming as clear as day to anyone who will pull their head out of the sand: that in as little as five years from now, the people earning a living in our business will overwhelmingly be consultants who are paid for their expertise and counsel, not salespeople who are paid to move product. Change is not something that should be feared -- it is in fact inevitable and necessary. After all, there was a time when the horse and buggy was our major means of transportation but someone came up with the automobile and thought that it just might work better!

The growth of technology offers doom and gloom for our industry if we sit back and let our role be disintermediated. However, it offers great opportunities if we use its growth to concentrate on what only we, as professionals, can do. It's an exciting future for those who embrace it because rather than being paid for our access, real estate professionals can be paid for their time, knowledge, and the expertise that can only come from years of experience.

Published: December 5, 2007

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Mollie W. Wasserman is a pioneer in the development of Real Estate Consulting. She is the founder of the Accredited Consultant in Real Estate (ACRE®) Designation Course and Coaching Program, and author of the book Ripping the Roof Off Real Estate - How a Multi-Billion Dollar Industry Came to Have an Identity Crisis. Mollie is a real estate broker, ABR, e-PRO 500 (Select 50), iSucceed Mentor as well as one of only 200 CyberstarsTM. For more information about the ACRE® program, visit TheConsultingTimes.com, the premier journal of Real Estate Consulting or see the latest videos on Real Estate Consulting at ACREonYouTube.com.