Terabitz Blog

Rethink your real estate space. Office Case study: Intero Andare

Tough times call for critical thinking.

Real estate broker – if you are dedicated to the brick-and-mortar brokerage office, but seek to change it up either to reduce cost or create an environment that infuses a spirit of change for customers and agents, you are not alone.

 Brokerage office case study: Intero Andare

Silicon Valley California: In the popular, high-end retail / residential development known as Santana Row, you'll find Intero's flagship Andare office. This 3,000-square-foot space is a minimalist hub of modern style and consumer traffic. Gone are the catacomb of cubicles, replaced by communal areas with rich leather sofas and chairs, cafe tables and a large central work console equipped with a power and data conduit from the ceiling.

The front receptionist's desk has been replaced with a retail-display-quality glass window, where Intero features resort properties and high-end homes from development partners broadcast on high-definition flat-screen TVs.

For developers, this serves as a localized space where they can create awareness of upcoming projects.

For agents, this modern space sparks a discernible energy that turns it from vanilla office into a hub of positive activity. Now it’s a convenient place to meet clients who are out shopping in the area already, check email and go over contracts (which are conveniently and securely stored online).

Agents plug into Web-based transaction management software enabling them to manage entire client files online, eliminating the need for paper and storage -- hence the absence of copy machines, printers and the lasso of leases that hogtie their P&L.

For consumers, the Andare office emits an air of difference offering a beckoning invitation to come in and see what's on the market while enjoying a cup of coffee, high-speed Wi-Fi, or meet with their agent to sign a contract. All without the threatening scent of sales.

For Intero brokers, all this traffic, interest and excitement came with a price. A reduced price. 70 percent less to be precise compared to Intero's larger 7,000 – 11,000-square-foot offices, which have been part of the Bay Area landscape and part of the company’s brand identity. Andare was more than an experiment. It was a bold move during a year when most of their local competition buckled down, stopped spending and cut, cut, cut everything without replacing with anything new, different or better.

It was a move that sent a loud and clear message to their agents that evoked the type of leadership that makes them want to participate and do what they can to support.

It was a move that sent a renewed message to the public that real estate is not mom and pop, backward and dated but instead, concerned about enhancing the experience of anyone with even a remote interest in houses. 

Still convinced your old brokerage office is getting the job done?

Part 1 of this article, Fashion Trends for real estate challenged the notion of office space for brokers, agents and consumers. In it I suggested replacing the terrestrial office altogether for a virtual one as the most cost-effective and absolutely doable approach in today's networked world. But for those brokers who are still convinced they need office and seeking alternatives, Intero Andare stands as a beacon.

While I herald the merits the virtual world offers brokers, office space can make sense today and find itself home on Main Street creating brand awareness and brand experience for the consumer and a magnet for career minded agents searching for a progressive place to work.

And as I have learned from Intero, all of this can be acquired for price that is too good to pass up.

If you’ve ever dreamed of cutting cost and removing that large retail monkey from your back but never thought it possible to fit your organization inside a few thousand square feet, think again. 

Lose the cubicles. Lose reception. Go completely wireless. Invite the public to use your machines and access your information. Give the agents couches to work on, coffee to sip and place this in the center of town. Then sit back and watch what happens.

Andare is an idea come to life. An experiment with a remarkable yield. For Intero, just the beginning.

Ash

 

Fashion trends for brick and mortar

To say that real estate is in a state of deep reinvention is like saying the market is bad. We all know it. We're all looking for ways to start over and build anew.

Yet, when I suggested in a previous guest article (see "Brokers, change your ways [2]") the notion that brokers should rethink their real estate office space and get rid of it to cut costs, many protested.

Some said we need space to show that we operate a professional business.

I say, if you're looking at space as a sign of professionalism to your consumers it's really time to rethink what the word "professional" means, and how that might be illustrated today -- especially within the context of what a real estate office is and should be going forward.

Space, a final frontier

If you believe in a consumer-centric business model rather than or in conjunction with an agent-centric model, then the question remains: Do consumers need four walls in order to be convinced that a brokerage is a legitimate operation, and do agents need space or order to feel professional?

We learned from the exhaustive surveys performed by both the National Association of Realtors and California Association of Realtors that consumers judge agents based on whether they meet their service needs or not, rather than where agents spend their day. This much is crystal clear as indicated by survey respondents' expectations for quick responses from agents.

Possessing a cubicle, on the other hand, rarely if ever shows up as an indicator of professionalism or a customer need.

So where does space enhance the experience for both parties? We know that a cool, clean, unencumbered space -- conveniently located and designed to optimize your services, extend your brand position and build a culture -- is critical to any organization.

But the old model -- that catacomb-of-cubicles-that-barely-sees-human-life space; the maze-of-PCs-printers-phones-and-fax-machines space; the back-office-conference-room space; the uninviting-waiting-area-toward-the-front-door-with-a-couple-of-chairs-for-visitors space -- is for the most part expensive, useless and enhances little for your agents and the consumer.

Turning space into a great place

Let's look at how a consumer-centric broker might approach space for their real estate office today. For that preview, I offer you a look at one of the world's brand geniuses: Apple Computer.

Apple did not start out with retail stores in every major city, but it has them now. Why? Because its executive team thought about what a consumer would need in a retail space. More than just a cash register where you purchase your Mac, iPhone or iPod and then leave until next time, Apple stores indeed have become consumer-centric hangouts.

From the Genius Bar, where you can take your laptop to be examined or get help with a particular problem, to the simple treat of being able to stop in and check e-mail on a glorious new machine, to the space dedicated to teaching users about new Mac applications -- these stores are packed daily.

Yes, real estate is to computers what apples are to oranges, but your customers are the very same people and I can’t imagine them not being intrigued by real estate providing a very similar type of experience.

By building consumer-centric stores, Apple took whatever brand experience they had to levels unheralded in retail. I believe this model translates well for real estate brokers who constantly struggle for meaning in their brands, loyalty among consumers, and their agents as well.

Transformation

If you're looking to cut costs, think about the possibilities. Either keep the large museums filled with old machines and empty spaces that draw little interest and hardly leverage the treasure inside, or build and occupy sleek destinations that offer insight, hands-on touch, a "genius bar" of local agents who waft interest into the street.

Bricks and mortar for real estate need not be cold and boring. Dismantle the cubicles. Install a free wireless network and a corner of computers where people can come in and surf the Web for new real estate listings. Add couches where consumers can feel relaxed while discussing the type of home, neighborhood and future they want to build for their families. Turn your place into a living room rather than the clinic so many offices look like today.