The real estate community spends a lot of time talking about the brokerages that are becoming tech companies. Meanwhile, many tech companies are gradually turning into brokerages, dipping into agent commissions and adding title, mortgage and escrow services to their offerings. How will this trend impact realtors? What can we do to compete with the iBuyer model? Is there a way to steer consumers away from the portals and bring them into our ecosystems? Howard Tager is the Cofounder and CEO of Ylopo, a next-generation digital marketing solution for real estate professionals. The platform is designed to help agents and loan officers build a brand and find more clients. Prior to Ylopo, Howard served as the Founder and CEO of TigerLead Solutions, a real estate tech company built to attract, cultivate and close home buyer and seller leads, until its acquisition in 2012. Today, Howard joins Tristan and Jeff to discuss how tech companies are becoming brokerages, taking commission splits and adding affiliated services to their offerings in order to grow. He explains why it’s dangerous for agents to rely solely on portal leads and why it’s crucial to build your own database and then keep those consumers in YOUR ecosystem. Listen in for Howard’s advice on competing with iBuyers and learn how to develop a strong digital marketing plan and differentiate yourself with a unique selling proposition. Key Takeaways Howard’s background as an entrepreneur building transformative businesses How integration differentiates Ylopo from other real estate tech solutions How brokerages are becoming tech companies to keep and recruit agents Why tech companies are taking commission splits + offering affiliate services The value in building a database and keeping consumers in your ecosystem The danger in building your business solely on portal leads Why real estate agents are more like legal professionals than salespeople How realtors can serve consumers with a strong digital marketing plan Why it’s crucial for agents to differentiate themselves with a USP How agents can compete against iBuyers with hyperlocal marketing How realtors can leverage the instant buyer tactic to generate seller leads Howard’s advice around focusing your efforts at the top of the funnel The potential for banks and big brands to become real estate brokerages Howard’s prediction that marketing will heat up among recognized brands Howard’s insight on what Gary Keller is doing right and what he’s missing Connect with Howard Tager Ylopo Connect with Lab Coat Agents Lab Coat Agents Lab Coat Agents on Facebook Lab Coat Agents on Twitter Lab Coat Agents on Instagram Lab Coat Agents Facebook Group Resources 2018 NAR Home Buyer and Seller Generational Trends Report Howard’s Video on Real Estate Lead Generation & Nurture