Truth be told, I get a ton of press releases and the like announcing some OMGASM! DISRUPTIVE NEW THINGAMABOB!!!BBQ!!11 from one real estate related company or another. I tend to ignore most of them because said AMAZING GAME-CHANGING DISRUPTION turns out to be a slight modification of some CRM platform. “Now you can put your listing on Instagram automatically” isn’t exactly disruptive, no matter how much the marketing folks and PR folks like to dress it up.
I’m making an exception in the case of Surefield, a brand new brokerage in Seattle, for a couple of reasons.
One, the people behind this new brokerage have a track record. The two main founders are David Eraker, the Founder and first CEO of Redfin, and Rob McGarty, who ran operations for Redfin’s brokerage side (and mortgages as well).
Two, Surefield is actually trying something new, which may or may not work, but at least it’s new and potentially disruptive, if it takes off. (I have some questions about the viability, but….)
Three, Surefield itself may or may not be the next big thing, but it seems to me that it is yet another entrant into space that are explicitly seeking to change the way that business is done in real estate. These tech-enabled brokerages are the front-wave of Real Estate 3.0 (yes, yes, I know such Web 3.0, Internet 4.0, and Human 2.0 type of stuff is just marketing-speak for the most part, but I do like the phrase to signify this next generation of attempts) and I think there’s something going on there.
Let’s get into it.