Tim Macy is the most likable guy in real estate after Brad McCallum. So, it’s no surprise he’d gravitate toward a company that incentivizes helping other agents and building real connections with consumers.
On this episode of The Byron Lazine Podcast, Tom Toole and I join Tim in his hometown of San Antonio at the T360 Summit to talk business culture and branding, the disconnect between the realtor hivemind and consumer thought, and why Tim joined Real Brokerage.
What sets Real Brokerage apart from eXp?
Tim was with eXp in its early days. He left it in October of 2020 and joined Real Brokerage, and he now has over 35% of Real Brokerage agents in his downline.
So, what prompted the move from eXp to Real Brokerage?
Tim credits eXp with figuring out the brilliant revenue share and stocks model, which better compensates agents and the value they’re delivering. He does see a difference in how Real Brokerage attracts the right people.
“We try to take our culture and put a megaphone in front of it… just to be louder, saying, ‘This is who we are.’ And we find that people who… are our people are coming to work with us.”
That approach has helped Real Brokerage create the kind of supportive, pay-it-forward culture displayed at events like The Real Estate Video Blueprint. Because ultimately, it’s not about the tech you have; it’s about how you use that technology as a broker or team leader.
What does Real offer that Zillow does not?
Three out of four home buyers are using the Zillow app. So, what does that mean for brokerages that focus on creating a people-first culture and community?
Tim doesn’t downplay the numbers or what they mean. But he looks at the complexity involved with home-buying – something Zillow has underestimated – and at the bigger picture of what consumers really want.
He doesn’t believe Zillow, useful as it is, will ever be a brand people feel a personal connection to–or that building a personal brand is even a goal for them.
“As we become more disconnected as humans, I think more and more people are looking for the opportunity to actually transact with human beings. That’s why I think influencer marketing is such a growing thing. And I think we should be doing more of that in the real estate industry.”
Agent Hacks
Tim mentioned a recent event hosted by Real Brokerage – The Real Estate Video Blueprint – with nationally-known speakers sharing what they know about video for real estate.
The whole event was a fusion of influencer marketing and Real Brokerage’s own pay-it-forward focus: sharing stories and useful knowledge to build a supportive culture, knowing it’ll pay long-term dividends for those who contribute.
As for Tim’s own take on video marketing, he loves short-form vertical videos (TikTok and IG Reels). With either short-form or long-form video content, though, he’s noticed a disconnect between the realtor hivemind and actual consumer thought.
The nutshell version: Put yourself in the consumer’s seat.
“If you are good at your job, if you do know what you’re talking about, you have a responsibility to put the content out, so people can be educated by you instead of somebody else.“
The Real Pitch
Pitching Real Brokerage goes beyond the revenue share and stock model. First of all, for that to work, you need a national company that’s publicly traded, because agents need to know their stock in the company is actually worth something.
Tim has nothing negative to say about eXp, but he does see a difference in what Real Brokerage offers its agents. He believes they’re creating a more collaborative atmosphere and a different culture. It’s the kind of culture that spawns events like the Real Estate Video Blueprint.
Tim has nothing negative to say about eXp, but he does see a difference in what Real Brokerage offers its agents. He believes they’re creating a more collaborative atmosphere and a different culture. It’s the kind of culture that spawns events like the Real Estate Video Blueprint.
“I will go talk about video marketing… I’ll give that info to anybody. I’ll help anybody out with that…. And I just know it’ll come back to me tenfold in the long run.”
Watch the full episode for more.
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