I know Joe Rand, the Chief Creative Officer and Managing Partner of Better Homes and Gardens Rand Realty. I think he’s one of the smartest guys in the industry, and one of the nicest. I can’t go quite as far as to say he’s a friend, simply because we haven’t gone and done drunken karaoke together, but I respect the man a great deal. Maybe if we’re lucky, we’ll do that drunken karaoke together soon and I can count him as one of my friends in the industry. I would like that.
The fact that he wrote a new book on the industry called Disruptors, Discounters, and Doubters only increases that respect. And he was nice enough to send me a copy, which I received yesterday… and devoured in one sitting. I figured, and I assumed he’d figured, I should review it and comment.
First thing I’ll say is that you should go order a copy. Especially if you’re in brokerage management or a strategy role in the residential real estate industry. And I say that despite the fact that in the long list of “brilliant advisors and consultants” he names in the “Who is the Industry?” section, yours truly does not appear. Well, despite my lack of brilliance, I endorse this book wholeheartedly.
For those with short attention spans… TL;DR version:
Joe identifies all of the problems, and I love some of his prescribed solutions because of confirmation bias: they’re many of the exact same solutions I’ve been advocating for years. So I’m inclined to stand up and cheer. But, he ascribes the wrong fundamental reason for the problems (the “original sin”), tries too hard to defend the status quo, and ends up recommending a confused and contradictory set of solutions that ultimately fall short.
Let’s get into it.