Misleading Consumers on Rebates
The debate over rebates on real estate commissions took a wrong turn Friday when the NAR published a curiously inept article misleadingly entitled “Crackdown on Buyer, Seller Rebates“. While the article is devoid of any evidence of any such “crackdown”, it strongly suggests: 1) that on the whole, ”full-service” agents do not participate in rebate programs, and 2) those that do might not serve their clients well.
The first proposition - that establishment or full service agents don’t do rebates - is not true. And the NAR knows that it is not true.
The truth is that the largest real estate franchises in the country provide rebates to affinity groups. For example, take a look at Coldwell Bankers programs for Harvard professors and the Emergency Nurses Association. They market this rebate program to businesses and organizations and collect referral fees from their own agents to pay the rebates. Take a look, too, at Prudential’s marketing pitch for its “Smartmove” and “Home Advantage Real Estate Assistance Program” (HAREAP?) Not to mention that Cartus, the largest relocation company in the country, previously boasted on its website that it has paid over $100 million in cash rebates to highly paid executives.
As to the second proposition in the article - that agents who participate in rebates somehow won’t do a good job for their clients - that is absurd.
Are we to assume that the Coldwell Banker or other large real estate company agents who provide services to folks like Harvard professors and emergency nurses are “[reducing] the level of service they provide” as the NAR quotes Blanche Evans as saying?
And then there are the rebates to relocating corporate executives from relocation divisions of some real estate giants. Realogy’s Cartus claims “the nation’s leading real estate referral network” through which it provides relocating company executives with “[r]ebates ranging from .35 to .36 percent on real estate commissions in most states.” Relocation divisions compete for corporate business by offering rebates through referrals.
Are we to assume that the executives served by these relocation divisions receive bad service because, as Blanche is quoted as saying, the brokers to whom they are referred “[have] to cut back on something to stay profitable, and that is usually labor”? Maybe we should call some of these agents and see if they agree with Blanche.
And then there is that little problem called the Code of Ethics. What Blanche is suggesting is that all of the above agents have broken that first rule of the NAR’s own Code of Ethics wherein they “pledge themselves to protect and promote the interests of their client”.
The full-service agents and brokers who accept referrals provide their referred clients with the best service they can provide. Just as they are obliged by law (fiduciary relationship) and by the Code of Ethics to do. They have the choice not to accept the business if they cannot make money on it.
The NAR article is a fascinating study in misinformation. The purpose is to use any means necessary to cast doubt and fear among consumers about rebates.
The Boston Globe should be upset, too. The NAR article conflates the Globe’s described “rift” between “establishment” brokers and “Internet insurgents” into a “Crackdown” on rebates. (”Crackdown” being a disingenuous term associated with law enforcement actions against criminal enterprises.)
I am sure that Blanche Evans knows the difference between the two types of rebates that are offered to consumers. The first type, offered by companies like Redfin and Zip Realty, offer rebates directly from commissions. This has been a huge problem for a lot of mainstream agents who say that these companies provide less than full service and still walk away with a big check. Some agents are blackballing these companies.
The second type of rebate is a rebate from a referral fee. All of the top full-service companies - “establishment” companies - offer rebates on referral fees as an incentive over the Internet to attract buyers and sellers. Prudential, Coldwell Banker, GMAC, Century 21 etc. are all doing this daily. The Employee Relocation Council boasts of having 140,000 agents who are involved in relocation referrals which often include rebates. We are not talking about Redfin or Zip Realty here. This type of rebate is very much an established practice among full service brokers.
What Blanche is afraid of - and what the big real estate companies she is protecting fear most - is that consumers might start to figure this out. They might ask the question: Why can a Harvard professor or an IBM executive get a rebate from Coldwell Banker but not the rest of us?
There is a lot at stake here. At $61 billion in annual commissions, imagine what would happen to the bottom line of the big real estate companies if rebates on referral fees went mainstream, not just to highly paid executives but also to first-time buyers and everyone else?
This is the big real estate company nightmare. By my math, it could mean some $15 billion back to consumers and out of the pockets of the big real estate companies. Now, that is a story!