August 5 , 2026 th
You are Not a Commodity!
During my formative/teenage years, my favorite movie was Jerry Maguire As a 16-yearold, I was drawn to the movie for its connection with sports, which probably comes as no surprise to anyone reading this However, this movie is not about football It is about relationships, specifically the gratification of going deep into fewer relationships rather than going wide It is a heartwarming and clever tribute to quality over quantity Abundance vs. scarcity. Substance over flash.
Last week, I attended the Inman Real Estate Industry Conference in San Diego along with three of our valued colleagues What surfaced over the course of four days in that beautiful city certainly did not match the setting Amid the sunshine of Southern California, a troubling cloud hung over the event, highlighting a major problem in residential real estate The industry generally views the agent as the client and the buyer and seller as data Even worse, a commodity A sizable majority of the panels, keynote addresses, and breakout events focused on the following:
Rapid scale
Owning more data
How to grow your business by disintermediating your most valued staff with AI
Expressing anguish and fear over larger brokerages trying to control data while simultaneously espousing the virtues of client data throughout each talk
It was nauseating It was discouraging It was a loud statement that your IPO is more important than your clients' satisfaction
As the event wrapped up, I was a featured speaker on the main stage By then, many of the attendees had gone to their rooms to prepare for the after-party where they would undoubtedly continue discussing PropTech, building equity through their CRM, and lauding agent headcount
In front of the modest crowd, I might have sounded like a relic or a dinosaur To my surprise, my points seemed to resonate "Nick, your talk was such a refreshing change," said the first person I saw after exiting the stage. Another stated, "You actually spoke about the feelings of buyers and sellers and how to build an organization to better serve them" Well, yeah, isn't that why we do what we do?
Our team members and I left San Diego with an even stronger conviction about what we have built and are continuing to build. Real Residential is here to serve Buyers and Sellers.
Full stop Every person who works in our organization starts every day with that goal in mind: "How can I elevate the experience and success for my Buyers and Sellers?" This is not rocket science This is not exactly sexy or newsworthy This is not a new concept We are too enamored with new concepts.
Don't get me wrong Technology is vital Efficiency should not be ignored Growth is exciting All of those elements can co-exist with a mission of excellence, a commitment to standards, and a level of humility that fuels true growth What must be at the center of all of it is the most important question: Is this in the best interest of our clients?
Our promise to you is that YOU will always be the client You are not data You are not a number You are the reason we thrive You are the reason we exist We are just being Real
I want to conclude by stating that I did not use AI to write this message In fact, I have not yet used AI to write any "creative" content The six-inch muscle between my ears enjoys the exercise of writing :)
Winning Championships is Not an Individual Endeavor:
During my aforementioned panel discussion at Inman, our topic was, fittingly, "Winning Together in 2026 and Beyond" The moderator was seeking feedback on how a team approach can benefit the Buyer/Seller experience My talk started with a sports analogy (SHOCKER, I know): When teams win championships, everyone in the organization gets a ring
Below are just some of the people behind the scenes who help you as a client be part of a winning culture (they deserve the ring just as much as I do):
Ava Lang, Executive Client Manager: Manages listing preparations, documents, and customer service matters
Kathi Kilborn and Taylor McClean: Transaction Compliance and Coordination
Lauren Bustillos and Jules Schearer for developing distinct and elevated marketing materials both in print and digitially that set you apart from the masses
Our escrow and title partners who diligently follow guidelines and surface any title concerns so our clients can close free of anxiety or encumbrances
The many valued mortgage lenders we work with who meet closing deadlines and save our clients money with innovative programs
Kent Richards and Santiago Jimenez who do handyman work for over 100 of our clients annually
Our staging partners who bring to life the interiors of our listings
Our painters, carpet installers, hardwood refinishers, electricians, plumbers, and a litany of other amazing specialists who either get your home ready for the market or keep your home safe for your ongoing enjoyment
Our photographers at Clarity NW who make sure your homes showcase their soul and beauty
Our builder partners (Azori, Leland, DBH, Enfort, and others) who build a lasting product to serve your family in many phases of life
Our attorneys who protect you from liability and complexities that go beyond our Partners' paygrade
Our entire team at Real Residential for taking time not only to promote their own clients' listings but also to cross-promote each other's listings
One of my best friends has worked for the Seahawks and honed his craft for 20 years He has never made a tackle Never caught a pass He has two Super Bowl rings and deservedly so.
Call Me First!
If you have read the content above, I hope it paints a clear picture:
If you have a real estate need, I want to hear from you! While I may not be personally the best fit for your goals, geographic area, or price point, we have built a team comprised of the most talented and professional agents across almost all categories in the Puget Sound region This even extends beyond our local market where I have had the great fortune to meet and vet the efficacy of some of the most reliable and capable brokers in other cities and states
So, please call me first The worst thing I can hear is that you ended up with someone substandard because you didn't think I would be interested in your requirement I promise to you that even if I am not the person working directly on your behalf, I will find the best fit or, at minimum, let you know if I cannot be additive in that regard
Nick Glant