Brian Hicks Real Estate Group was founded by Brian Hicks in 2009 after having bad experiences with agents himself.
When Brian was first licensed, he found himself pressured by fellow agents to do and say things that mimicked his negative experiences. The founder and CEO, Brian Hicks, states, “I observed a lot of good people who were not big producers and a lot of top producers that were not really good people. The industry immediately rubbed me the wrong way.”
It did not take long for his new business model to take off. Despite receiving numerous complaints from his peers, instead of succumbing to the pressure to avoid disrupting a “Good Thing the industry has going on,” he expanded his value proposition to the general public. According to Brian, “I met a lot of people through new home listings that needed to sell to buy, and before I knew it, I was listing homes all over the place, and the referrals started pouring in.” He continued to grow, but so did the backlash, so in 2016, he launched his brokerage to be even bolder. Soon taking the # 1 spot in California on Real Trends for most homes sold, TWO years in a row.
As the founder of the 3.5% Total Commissions business model, Brian believes that a better value proposition to list homes solves almost every problem in real estate. When asked to explain, Brian states, “Having a bold, clear value proposition that is run like a genuine business and not a used car lot is the easiest way to do that. Higher volume makes an agent wiser and more knowledgeable. When you are providing an experienced and more affordable agent, deals tend to chase you.”
When asked why only 3.5% and not a higher fee, Brian states, “I have cut out the middlemen and passed the savings onto my clients, Agents spend too much time and money looking for business, paying for leads, splitting their commissions with their team leaders, then their brokers and national franchise fees on top of that and not enough time doing business. Listing three homes at 3.5% generates far more revenue than listing one home at 6% because it creates so many more opportunities. You must consider the long-term value of a client that is very loyal to you.” He also offers his buying side clients a 50% rebate of commissions on all home purchases with lender approval, if any in California, which has helped a lot of buyers’ purchases become more affordable.
Home Types:
House, MultiFamily, Condo, Manufactured
Years of Experience:
16
