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The Tools Needed To Differentiate Yourself in Real Estate

I get asked all the time about what makes our real estate company in Scottsdale different from other brokerages. This was a question I asked myself when I was formulating the business plan some eight years ago. I didn’t want to have ‘just another brokerage’ with all the same processes, systems and people that other brokerages had.

I mean, what’s the point? Right?

The answer was a lot closer to me than I realized. In fact, the answer was right in front of me. You see, my husband is a geek, a nerd or whatever you call people who are so into technology that you feel like you need to go back to college after speaking with them for five minutes.

Don’t get me wrong, he’s a ruggedly handsome man, but as he was putting on his Star Trek pajamas one night it hit me.

My brokerage is going to differentiate itself by aligning with the top technology partners in real estate so that we can provide our agents with valuable tools that give our clients a significantly better buying or selling experience.

Founding the brokerage was just the beginning. Finding the right technology partners is an ongoing process of discovery and vetting. Fortunately, I have “Captain Kirk” for a COO and husband. He diligently analyzes the software and promises made by these companies in a way that no one in our industry can. This has led to us forging valuable partnerships with some of the very best companies that provide us advanced communications platforms, CRM services and even a new digital title company that will most certainly be a game changer for our industry.

These tech partners are nimble and embrace our ‘out of the box’ philosophy. This solidifies our desired position in an industry that has way too many commonalities. Each of our tech partners understands the need for change so that we can remain the leading brokerage in the Phoenix real estate market. Our agents have the benefit of being well versed in the very latest and greatest tech tools available to our industry.

Real estate may not be the final frontier, but our mission will be to seek out new systems and new technologies to boldly go where no brokerage has gone before.

About the Author

Sarah C. Richardson is one of the preeminent leaders of residential real estate in Arizona. As the CEO and founder of Tru Realty, she is responsible for both the daily operations and oversight of the multiple growth strategies that the brokerage carries out. Sarah launched Tru Realty in 2010 as a way to serve a marketplace that was seeing a shift from auction centric fix/flips to an MLS flow. She is now rethinking the way her brokerage uses technology to better serve clients and agents alike.


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