How long can investors continue to be patient with money losing Redfin? That is a hard question to answer. But one thing is clear, the recent announcement that Redfin is cutting its commissions is truly a sign of the struggles that this company is having. The reality is that Redfin was losing money in its old model, now they think they can turn the ship by reducing its commissions more? This will affect their bottom line even more. Last year Redfin lost money, $15,000,000 on revenue of $370,000,000. They have lost money every year since inception! If the Redfin model was working, and their customers were happy with the service, they would not reduce their fees, would they? To me it is sending out a loud and clear message…this is our last ditch effort to survive!
I have written about Redfin in the past and maybe I am giving them more print time then they deserve. Redfin still has a market share of less than 1% (.71% to be exact) I believe that one of the reasons that the Redfin model does not work is the quality of their agents. It is funny to me how they tout how they can save their client’s money on commissions but they never mention the values lost because of the agents lack of experience in negotiating. Most Redfin agents are not what I would call solid and knowledgeable agents. In fact, it is very much the opposite.
Redfins newest marketing campaign “1% listing Fee” is deceptive just like much of their previous marketing. You will NOT be able to sell your house for 1%! Redfin still needs to pay the buyer’s agent 2.5%. So a more accurate and honest ad campaign would be a *3.5% Listing Fee” but that does not look as great to potential sellers as the 1% does.
Most savvy home sellers would prefer to pay a slightly higher fee for a quality agent that will spend more money to market their home then what Redfin will spend. They will also pay more for an agent that has EXPERIENCE! Experience in how to market the home, experience in negotiating and experience in getting things closed smoothly.
In the end, more often than not, it gets back to the old saying “You get what you pay for”. I know personally, If I were going to sell my house, I know MANY agents that I would pay more to sell my home than have Redfin do it because a lower commission.
Remember, it is all about your net proceeds!
Here is a little blurb from a previous post!