As I create this blog on a cold February morning in 2025, I can’t help but ponder so many things. There are so many conflicting viewpoints and conflicting ideas that go through my head on a daily basis. The constant push and pull and struggle of, “should I say this or should I say that,” becomes a difficult exercise that happens inside my head on a daily basis.
On the one hand, my wife and I created this company to help the consumers. 1 Percent Lists exists to save people money and do a professional job. On the other hand, it’s difficult to get that message out without seeming incredibly abrasive and controversial. But we understand that our company cannot grow at the rate that it could if we cannot win over the hearts and minds of our fellow agents. I guess at the end of the day, all we can do is point out a few things that we believe to be true and some people that we appreciate along the way.
Appreciation for Those Who Give Us a Voice
First of all, I have a deep appreciation for people and companies who are willing to give someone like me and our company a platform to talk about the things that we find important. So for the Rob Hahn’s of the world, we appreciate you. Follow Up Boss did the initial interview with us, which started us down the franchising journey. There are so many others as well, such as the real estate coach April Mack, which have been very helpful along the way.
Navigating Content Creation with Caution
We recently hired a content creation company to help us make compelling content to recruit agents and sell real estate franchises, as well let the public know that a professional affordable option is available to them. I spent a lot of my morning reading through storyboards and scripts, editing what they think would be totally normal to create content around. I did this out of fear that it could alienate an agent or anger the governing bodies in the industry that don’t necessarily appreciate our existence.
For a guy like me, reading through those things and deciding whether to rewrite or delete them is challenging because opposing opinions might not be welcomed. So, we set our own limits—pushing boundaries as far as we dare—without risking being called before a panel that wishes we didn’t exist, just to judge and punish us.
Should Real Estate Agents Consider an Alternative Model?
I also wonder if real estate agents have an obligation to consider what we do? Considering that 71% of agents last year didn’t sell a single home, our average agent is making a lot more money than the typical agent despite charging less. This is something that will receive its own blog post I’m sure, but it doesn’t hurt to ask the question here.
If it is possible to make more money by charging less money to your fiduciary client, do you have an obligation to consider that business model? I think the obvious answer is yes! This is especially true if it’s beneficial to both the agent and their client. Apparently, however, the vast majority of the industry would not agree with that point.
Industry Resistance Despite Proven Success
Recently, we published an article with statistics from Marketview Broker showing that our agents sell homes faster and for a higher percentage of list price than pretty much all of our peers. Our average agent outperforms top producers as well as the top 10 brokerages as a whole. What does it say about an industry intent on shutting us out despite the fact that we are better for the agent and better for the consumer?
These ideas constantly bounce around in my head—like ping pong balls—all day and sometimes into the night as I search for the right path, message, or content to break through their barriers and get them to consider a different perspective. Offering a client choice is better for everyone.
Why Consumer Choice Strengthens the Market
This is why there are luxury cars and more affordable cars. This is why there are expensive phones and cheap phones. It’s also this way for every other product and service under the sun. Providing an alternative and providing choice makes everyone better.
Final Thoughts
The people providing an affordable option are continually pushed to make sure they meet certain standards or they won’t be considered. The people providing a luxurious, more expensive option are continually pushed to provide even better service and more luxury, otherwise there is no value to their higher price. It is only when a monopoly exists, and everyone is expected and trained to do the same thing that the customer really loses. If your customer loses, and it does not affect you, you are in the wrong business.