If you need a little help in getting focused on the future, I’ve got the
perfect vehicle for you -- 20/20 Vision, by Charles Dahlheimer, veteran real
estate entrepreneur, prognosticator and regular columnist in The Real Estate
Professional.
Author Dahlheimer is not a newcomer to the forecasting business. He
coauthored, with Tom Dooley, Real Estate in the ‘90s: A Whole New World
Ahead. Their batting average in that one was superior. Of course, the ‘90s
are now ancient history. Where are we headed in the new millennium?
Answering that question is the ambitious goal of this book.
Dahlheimer starts with a really superior job of describing where we’ve
been. It’s a learned and scholarly discussion, yet reflects what really
went on in the trenches. In the look forward, these are the topics the
author addresses:
- The Consumer of Tomorrow
- The Agent of the Future
- The Company of the Future
- Customers for Life
- Niche Marketing
- The Demise of the Independent Contractor (got your attention, didn’t I?)
- The Future of Licensing and Education
- The Future of Franchise Organizations
- The Future of Organized Real Estate
- Making the Transition to the Future
This is a book that needs to be read by every serious real estate
professional. You may reach entirely different conclusions than the author
on some questions. You may be stimulated to anticipate questions not even
addressed in this book. It’s the process that’s crucial.
--Ken Edwards, in The Real Estate Professional
***
"If you believe as I do that knowledge is power and want to be successful
in the ferociously competitive, consumer-focused 21st century real estate
profession, then Charlie Dahlheimer’s 20/20 Vision is an absolute must read.
Read together with John Tucillo’s The Eight New Rules of Real Estate,
Dahlheimer’s 20/20 Vision provides a road map to the future of real estate.
These are not optional books if you plan on being in the business in the
future. I bought one for all 60 of our Directors and have recommended it to
hundreds of our members. Dahlheimer did a great job defining the
parameters and the issues. The book could not have come at a better time
for us since we are in the midst of re-defining the Association away from a
social club and more as a professional association focused on turning
information into usable knowledge and on value-added, customized consumer
services."
--Glenn Dorfman, Executive Vice President, Minnesota Association of Realtors
***
In his new book, 20/20 Vision: A Focus on the Future of the Real Estate
Industry, popular real estate author Charles Dahlheimer predicts quick and
substantial changes in the industry may be forced by mass marketers, but
that ultimately the kind of responsibilities inherent in an agency
relationship will be what consumers expect and will pay for.
Dahlheimer concludes, "While not unanimous, most broker focus group
participants agreed that the real estate brokerage industry today is
disjointed, dysfunctional, inefficient and lacks leadership at a time when
it crucially needs it."
He suggests that while there is no guaranteed path to success over the next
several years, certain areas appear certain.
Concerning Independent Contractors:
"This vehicle has limited usefulness in the markets of the future. Control
of the ‘total customer experience’ requires a larger measure of control of
service providers than the independent relationship allows."
Concerning Agency:
"While the freedom to act without the restrictions of agency is appealing
to reduce liability and make things much simpler, there is little doubt that
one of the ‘services’ the public values is the ultimate responsibility for
actions by the professionals involved in the transaction."
Concerning Realtor Associations:
"Nor would the demise of the associations as we know them bring about the
downfall of the real estate industry. This should not be taken as a call
for mutiny within the ranks. In fact, quite the contrary. Undermining the
tremendously powerful machine that has already been built, at just the
moment in history when it will be most vitally needed would make no sense at
all."
The book also touches on the future of franchising, licensing and
education; and the importance of niche marketing.
--Frank Cook, in Real Estate Intelligence Report
***
"As with his past efforts, Charlie hits the mark with 20/20 Vision! Unlike
some "experts" from outside the real estate industry, Charlie speaks from
the in-depth knowledge of an industry insider. He has become the
spokesperson for the practitioner about the future of the real estate
business. 20/20 Vision is a must read for anyone who hopes to successfully
compete in this fast-changing industry during the first twenty years of this
millennium."
--Dr. Almon R. "Bud" Smith, Executive Vice President, Retired, National
Association of Realtors
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