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The Red Dot, a Premium Monthly Report

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Why Am I Doing This?

Because, like Chaka Khan, I feel for you.

Really, I do.

In my line of work, I get to meet a lot of the leaders in the real estate industry. I am certain that I’ve met many of you already. MLS executives, Association boards, brokerage CEOs, tech company entrepreneurs, top producing agents and teams – thought leaders of every kind.

Three things are true about your life …

First, many of you are simply overwhelmed by the pace of change. Just when you think you’ve got a good handle on things, something else pops up. Think about the iBuyer phenomenon. In 2014, we were all reeling from Zillow buying Trulia; hardly anybody paid attention to a little startup called Opendoor launching. Two years later, Opendoor raises $210 million; and two years after that, Zillow enters the game. All of a sudden, just when you feel like you have organization’s strategy set on the right course … boom.

Second, there’s a lot of noise and distractions in the industry. There are so many conferences, so many competitors, and of course, so much politics. You don’t get to put your head down and work on your business – not when your business so often depends on organizations beyond your control, from the MLS to regulators to competitors old and new. Then you have technology changes and policy changes and new rules and personnel changes and… how do you know what’s really important versus what can safely be ignored for the time being?

Third, your day job hasn’t gone away, and it certainly hasn’t gotten easier over the years. There are a thousand and one things that demand your time and attention all day every day. And yet, as a leader, your job is to set the strategy and direction for the future of your organization. You have got to lead, but where? How? When?

I love this industry because of the people in it. That includes many of the unsung heroes like you, because you manage to do the hard work with a smile on your face, kindness and grace in your words. There are some truly wonderful people who genuinely care about their team, about their customers, about the industry as a whole. I do what I do to help leaders make important decisions for their organizations, to guide them through the chaos, and to provide direction if not outright answers. Ultimately, it’s about improving the individual, improving the company, and improving us all.

It’s why I started Notorious ROB in 2009, and still feel so passionately about it today.

In all likelihood, since you’re here, you have been reading my posts for a while. Some of you have even read my longer pieces, such as the Future of Brokerage black paper. Many of you have heard me speak or give presentations. I’ve made you think. I know this because you told me so.

But most of you have never been a consulting client of 7DS Associates, so I haven’t given you actual guidance, advice, answers. Part of the reason is that I keep my clients’ confidences, and unique in real estate consulting, I do conflict checks. I don’t believe in giving advice to a client that might harm another client, which requires me to be very selective. After all, there’s only one of me and only so many hours in the day. And in real estate… there are so many conflicts of interest.

I have been looking for a way to help more of you survive disruption, thrive amidst the chaos, and drive the change we need. I think I’ve found a way.

The Red Dot: What It Is

That way is Red Dot, our premium monthly report. It’s a way to experience the level of work I have been doing for some of the largest and most important organizations in real estate for the past 10 years, but with a different level of commitment from you. Your time and money are valuable, and I promise not to waste either.

I will not be able to give you specific suggestions for your organization without working with you on an engagement. But Red Dot will give you enough to set your organization on the right path with the current facts on the ground.

Red Dot is a monthly, in-depth report focusing on a single key issue. Each month I will select the one issue that has the greatest significance for the real estate industry. I will delve into it, research it, analyze it, think about its implications on MLS, Associations, brokerages, national brands and franchises, agent teams, and technology companies that work in and partner with the industry.

Each issue will have three main sections.

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Executive Summary will cover the essentials of what you need to know about that key issue to make the most informed decisions for your company, and a brief summary of recommended action items. I know you’re busy, and you know that I write 3,000 words for a blogpost. Condensing the information will be harder for me than it is for you.

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Want to dive in further? The Research & Analysis section will give you information, issue analysis, and implications well beyond the basics. I will leverage all of the resources of 7DS Associates to conduct as much research (using only public or independently-sourced information!) into the topic as I can, and then write it up in digestible terms. I can’t guarantee that I’ll always be right, but I can guarantee that I’ll call it like I see it and that you’ll be well-informed on that issue.

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And most importantly, the Action Items section will lay out in some detail what you need to do about the key issue. This is the heart and soul of Red Dot, where I finally get to offer answers, advice, and guidance. I can tell you things you can and should do right now to deal with the key issue and its implications that may affect your organization in the near future.

Plus, the Action Items are customized for each major sector: MLS & Associations, Brokers & Brands, and Technology Companies. The sectors are interrelated, but their needs are different and require different action items and different tactical thinking.

OK, Fine – How Much?

A single Red Dot is $250 per industry sector. This option is for the one-and-done folks that are interested in a particular topic. And the good news is that you can always update to a Subscription if you like what you read. No commitment, but still the knowledge you seek.

What’s this Subscription you’re talking about? Want the ease of not having to remember to get your credit card out each month AND be rewarded for it? Subscriptions come in a few options … Monthly or Annual – and you can sign up for a specific industry sector OR All-Access, which gives you all three reports each month.

Subscriptions start at $200 per month. If you choose an Annual Subscription, you’ll get one month free on top of the discounted rate of $200 per month.

If you sign up for an Annual Subscription, you also get access to the archives. See?!? It really is All-Access.

Site licenses are also available for all or part of your organization, and are at a considerable discount. Contact us if you’re interested.

That Does Sound Awesome, But Why Charge For It?

Red Dot is not a blog post. Not even by my elevated standards. It’s a report that is similar in scope to the ones I write for consulting clients on various topics and key issues. It’s deep work. It’s a lot of research, number crunching, analysis, connecting the dots, and thinking through implications short and long term.

Blogposts are for fun. Red Dot is to help you make informed decisions. Blogposts are about what interests me; Red Dot is about what impacts you.

Plus, the Action Items section changes things completely. In a blogpost, I rarely give advice or actual answers as to what you should do about a particular issue. In Red Dot, I will advise you. That makes it so much more valuable to you as the strategic decision maker for your organization, but it also requires a great deal more thought from me.

Membership Has Its Privileges

Included in each Subscription is a special discounted rate for a one-hour telephone or video conference call to discuss a Red Dot report. This conference call is particularly useful if people in your organization have questions about the Action Items, or any of the detailed Research & Analysis. Use it to brief the Board of Directors, or have the senior management team engage in more detailed Q&A.

I will treat this phone call as a client call, and keep any and all proprietary information about your organization and its specific situation confidential. So feel free to tell me what’s going on in your local market or in your company; I will try my best to give you the highest level of insight and advice I have, and keep the conversation where it belongs – between us.

My standard rate is $750/hour for these phone calls. Wall Street can’t get enough of them. But for the Subscriber, the cost is only $500 for the first hour. That alone covers the cost of subscription.

Please note that there is only one of me, and availability for time slots may be limited. But I will do my best to meet the needs of all of you.

In addition, Subscribers will have access to the Premium area of Notorious where I will post subscriber-only content from time to time.

Such content will include Flash Briefings on important events that happen, but do not warrant the in-depth treatment of a full Red Dot, or simply cannot wait for the next month’s issue due to its urgency. I may also include special subscriber-only posts, podcasts, videos, or live Q&A sessions open to all subscribers.

Oh yeah, and a T-shirt. I haven’t designed it yet, but it’ll be very cool. Take my word for it.

It Sounds Great… But That’s An Expensive Commitment

First, I realize Red Dot isn’t cheap. Then again, neither is a BMW. Or a great Realtor.

Second, there is no commitment here. We’re not putting a ring on anything. Sunny already said she’s not cool with that.

Cancel anytime, if you’re not seeing the value. I won’t take it personally. (I might call you to see what I could do better, but I won’t try to stop you, I promise.)

If you purchased an annual subscription, then cancel, I’ll keep one month ($200 or $300) for teasing me with commitment then breaking my heart, but refund the unused months. You paid for 11 months, after all. Seems fair.

Can I Get a Sample Maybe?

Wow, you’re hard to convince!

Okay, okay, here’s a seven page excerpt from the inaugural issue of The Red Dot to give you an idea of what kind of information and analysis you can expect.

Note that the final design, layout, colors, fonts, etc. may change by actual publication.

Thank you so much!

I appreciate your doing your homework, taking your time, being careful about what is admittedly not the cheapest subscription in the world.

But I have high hopes that you will end up being Red Dot‘s biggest promoter and fan because of the value. It’s about what you get for your time and money that counts, and less about what you pay. This is about positioning you and your company for continued success.

Those initial skeptics are often the biggest boosters once they see the value. Hope you will see it. Because I’ll work to deliver it.

Thank you once again!