In
this
executive
conversation,
Laura
O’Connor,
COO
at
JPAR,
and
Affiliated
Network
President,
shares
her
insights
on
the
role
of
the
modern
real
estate
professional.
With
over
two
decades
of
experience
in
business
operations
and
strategic
management,
Laura
has
been
a
driving
force
in
JPAR’s
growth
and
innovation.
She
believes
the
onus
is
on
agents
to
“show
up”
for
clients
and
communities
rather
than
merely
“showing
off”
past
successes.
Laura
brings
a
fresh
perspective
to
building
trust
and
delivering
value
in
an
increasingly
complex
real
estate
landscape.

HousingWire:
You
have
coined
an
interesting
phrase
for
real
estate
professionals,
“Show
up,
don’t
show
off.”
Can
you
expand
on
that
principle?
Why
is
this
distinction
important
for
agents
today?

Laura
O’Connor:
In
marketing
for
any
services
industry,
it
is
common
to
show
that
a
provider
has
a
lot
of
customers
served.
That
helps
build
confidence
that
the
provider
must
be
skilled
because
numerous
people
have
used
them
in
the
past.
As
online
platforms
and
social
sharing
have
grown
in
popularity,
we
saw
a
shift
to
ratings
and
reviews
which
further
help
validate
that
you’re
hiring
a
skilled
professional.
While
these
are
important
and
have
a
place
in
marketing
an
agent
or
a
brand,
I
think
of
these
as
“showing
off.”
They
are
focused
on
a
“look
at
me,
aren’t
I
great”
message. 

Right
now,
there
is
a
lot
of
confusion
surrounding
agency
and
compensation
with
news
outlets
nationwide
weighing
in
on
the
changes
that
went
into
effect
August
17th.
Homeownership
has
gotten
further
out
of
reach
for
first
time
homebuyers
with
the
costs
to
own
a
home
outpacing
the
average
middle
class
households
earnings
in
many
markets. 

We
have
both
an
opportunity
and,
I’d
suggest,
an
obligation
to

show
up
for
our
customers
instead
of
focusing
our
marketing
efforts
on

showing
off
how
great
we
are.
Show
them
our
value
today
versus
telling
them
how
successful
we’ve
been
in
the
past. 

HW:
How
important
is
it
to
educate
clients
about
the
“new
normal”
in
residential
real
estate
post-August
17?
How
do
you
recommend
agents
communicate
these
changes?

LO:
I
think
that
consumer
education
is
the
most
important
role
we
can
play
today
as
a
partner
for
our
agents,
their
business
and
their
clients.
We’ve
taken
this
to
the
next
level
with
our
JPAR
NOVA
app
rolling
out
to
all
of
our
offices
nationwide
starting
in
Texas
in
September.
We
provided
guided
scripts
and
learning
pathways
to
ensure
our
agents
are
equipped
and
comfortable
articulating
what
consumers
need
to
know. 

We’ve
worked
with
our
affiliated
owners
across
the
nation
to
provide
templates,
guides,
resources,
scripts
and
guidance
from
industry
experts
within
and
outside
our
organization
to
make
sure
they
are
prepared.
They
are
independently
owned
and
operated
so
they
will
set
their
own
policy
and
guidance,
but
we
wanted
to
ensure
they
had
the
best
information
at
their
fingertips
to
help
them
when
building
the
model
for
their
offices.
We’ve
even
opened
up
an
Independent
Owner
Mastermind
Group
so
that
owners
outside
of
our
JPAR
Affiliated
Network
have
a
place
they
can
come
together
to
talk
through
the
changes
and
best
practices.
We
enlisted
the
help
of
a
national
trainer
to
serve
as
our
webinar
host
and
facilitator,
and
to
keep
the
discussion
focused
on
key
issues.
We
want
to
ensure
the
industry
comes
together
and
honors
the
intent
of
the
NAR
settlement
so
that
we
can
continue
to
be
one
of
the
best
industries
for
people
of
all
stripes
to
build
a
scalable
business
while
reducing
risk
and
liability. 

Second,
we’ve
established
mandatory
forms
for
our
agents
that
are
affiliated
with
JPAR
–
Real
Estate,
our
real
estate
brokerage
operating
in
28
markets
across
Texas.
Those
forms
serve
as
buyer
and
seller
education
tools
to
ensure
that
every
JPAR
customer
or
client
is
getting
the
same
clear
guidance
to
help
them
understand
what
changed,
why
it
changed
and
what
their
options
are
when
negotiating
with
an
agent
for
fees
and
services.
We’ve
made

these
forms
available
publicly
so
anyone
can
utilize
them
to
craft
their
owner
policy
if
they
agree
with
our
approach. 

HW:
With
the
rise
of
AI
and
other
technologies
in
the
industry,
how
can
agents
maintain
the
personal,
relationship-driven
aspect
of
their
business?
What
balance
should
agents
strike
between
using
technology
and
human
connections?

LO:
AI,
when
used
properly,
will
help
the
agent
have
a
better
connection
with,
and
value
to,
their
customer.
That
being
said,
it
is
hard
to
keep
up
with
the
rapid
evolution
of
AI
tools
and
ensure
that
our
industry
is
using
these
technologies
in
a
way
that
keeps
our
client
data
safe
and
honors
the
fiduciary
responsibilities
associated
with
real
estate
license
law.
We
take
our
partnerships
with
our
agents
and
affiliates
seriously
and
carefully
screen
opportunities
before
rolling
them
out
for
use.
Partnerships,
which
are
all
about
relationships,
are
important
for
any
business
owner,
whether
that
is
at
the
brand,
brokerage
or
agent
business
level. 

By
selecting
the
best
partners
for
our
website,
CRM,
marketing
and
training
platforms,
we
are
able
to
tap
experts
in
each
field
as
a
way
of
maximizing
the
use
of
AI
in
the
right
ways,
and
at
the
right
times,
to
best
benefit
our
agents. 

AI
should
be
used
to
help
agents
stay
top
of
mind
with
past
clients
and
to
create
repeat
and
referral
business
by
pushing
the
right
leads
to
the
top
of
the
pile
for
personal
outreach.
As
with
any
technology,
putting
good
information
or
prompts
into
the
tool
means
you
get
valuable
information
and
resources
out.
Training
on
prompts,
sharing
specific
tools
and
detailed
training
on
how
to
use
them
are
always
going
to
be
more
valuable
than
the
high-level
overviews
that
prompt
agents
to
use
AI
in
their
marketing
or
customer
outreach
without
providing
specific
step-by-step
guidance.
We
are
excited
to
launch
a
comprehensive
AI
bootcamp
for
our
agents
in
the
fourth
quarter
of
this
year,
where
we
can
walk
through
the
various
levels
of
understanding
AI;
its
uses
and
the
best
way
for
our
agents
to
leverage
AI
for
their
real
estate
business.

HW:
What
are
some
specific
examples
of
how
agents
can
“show
up”
for
their
communities
beyond
professional
expectations?
Can
you
share
any
stories
of
agents
impacting
their
local
areas?

LO:
I’ve
had
the
opportunity
to
travel
around
Texas
recently
visiting
with
our
agents
in
a
variety
of
markets
to
learn
from
their
boots
on
the
ground
experiences.
I’m
amazed
and
impressed
by
the
commitment
that
they
have
to
their
customers

and
their
communities.
You
name
it,
I’ve
seen
agents
doing
it.
There
are
first
time
home
buyer
trainings,
podcasts
on
specific
community
outreach,
radio
spots,
and
more.

Our
industry
has,
by
necessity,
focused
largely
on
the
compliance
portion
of
the
changes
from
August
17th;
but
the
best
agents
are
using
these
changes
as
an
opportunity
to
reach
out
and
educate
the
consumer
on
topics
like
seller
concessions
and
low
down
payment
programs
that
can
help
cash-strapped
buyers
achieve
their
dreams
of
home
ownership
without
compromising
and
trying
to
navigate
the
homebuying
process
on
their
own. 

When
you
see a
veteran,
single
parent,
or
a
young
family
light
up
with
excitement
when
they
realize
they
may
be
able
to
own
a
home
for
less
than
they
are
paying
in
rent,
that
is
when
the
job
becomes
a
passion.
Agents
do
this
all
the
time
and
can
benefit
their
business
by
leveraging
these
opportunities
in
their
marketing
efforts.
After
all,
doing
good
is
good
for
our
communities
and
our
business. 

HW:
Traditionally,
metrics
like
deals
closed
and
total
volume
have
measured
agents’
success.
How
do
you
think
we
can
shift
the
focus
towards
more
qualitative
measures
of
success,
like
community
involvement
and
client
advocacy?

LO:
If
I
have
one
request
for
our
agents
at
JPAR,
it
is
that
they
update
their
professional
bios
on
their
websites,
LinkedIn
profiles
and
other
social
accounts.
Highlight
ways
in
which
they
give
back
and
contribute
to
individuals
and
their
communities.
That’s
where
the
magic
is,
and
our
industry
needs
to
be
recognized
for
all
the
contributions
made
which
extend
far
beyond
fiduciary
responsibilities
and
other
aspects
of
the
home
purchase
–
home
sale
process.

Real
Estate
professionals
have
long
been
the
resource
that
people
turn
to
for
advice
on
mortgage
professionals,
title
companies,
plumbers,
contractors,
and
other
vendors.
We
need
to
focus
on
those
agents
that
have
invested
in
learning
about
loan
programs,
community
programs
and
other
resources
specific
to
the
customers
they
serve,
whether
that
is
investors,
veterans,
first
time
homebuyers,
move-up
buyers,
downsizing
sellers
or
luxury.
Education,
community
outreach,
and
local
market
expertise
are
differentiators
which
will
continue
to
set
agents
apart
from
all
others.

We
are
excited
to
roll
out
a
program,
Simplify
with
JPAR,
in
Q4
that
will
help
our
agents
provide
local
market
recommendations,
and
provide
the
ability
for
them
to
customize
outreach
for
each
homeowner,
so
their
value
continues
well
beyond
the
sales
transaction.
Continuing
to
add
value
that
supports
our
agents
and
their
clients
is
what
makes
our
job
as
brand
leadership
rewarding!

HW:
Looking
ahead,
what
changes
do
you
see
for
the
industry
down
the
road
that
will
underscore
the
importance
of
showing
up
rather
than
showing
off?
How
can
agents
prepare
for
these
changes
to
better
serve
their
clients
and
communities?

LO:
I
think
everyone
understands
that
we
are
in
the
first
mile
of
a
marathon,
and
change
will
continue
to
occur
in
terms
of
our
best
approach
to
working
within
these
new
guidelines.
We
have
to
do
better
as
an
industry,
with
every
decision
made
looking
through
the
lens
of
the
client
and
how
we
best
serve
them
in
their
home
ownership
and
wealth
building
objectives. 

In
the
next
five
years
we
will
see
agents
and
brands
growing
market
share
by
harnessing
the
power
of
AI
to
provide
customized
support
and
guidance
at
the
individual
household
level.
Online
chatbots
will
improve
the
initial
experience
a
consumer
has
when
interacting
online
so
when
the
agent
takes
over
the
relationship
there
is
already
a
level
of
trust
and
value
that
has
been
established.
Training
technology
powered
by
AI
will
provide
brands
and
brokerages
the
ability
to
translate
their
educational
training
for
both
agents
and
their
clients
in
hundreds
of
languages
at
the
touch
of
a
button.
It
will
become
more
important
than
ever
for
agents
to
partner
with
the
right
brokerages
and
brand
to
ensure
they
are
getting
the
right
tools
and
technology
that
will
enhance
the
efficiency
of
building
their
business
while
protecting
their
client
relationships.
I’m
proud
of
the
fact
that
we
are
leading
the
way
with
our
use
and
development
of
these
agent
resources. 

Homeownership
is
still
one
of
the
most
important
elements
of
living
the
American
Dream.
We
have
an
important
role
to
play
in
standing
up
for
legislation
and
local
level
initiatives
that
will
help
ensure
more
Americans
are
able
to
pursue
that
dream.
We
have
a
consistent
presence
across
nearly
all
our
markets
with
agent
and
owner
participation
in
associations
and
other
groups
that
work
on
behalf
of
homebuyers
and
homesellers
to
protect
and
expand
their
rights.
I
would
like
to
believe
that
the
leadership
we’ve
exhibited
in
this
area
will
be
a
flame
that
spreads
to
a
raging
inferno
where
all
agents
feel
obligated
to
show
up
for
their
communities
and
clients
not
just
during
the
sale
but
also
more
broadly. 

If
we
are
all
focused
on
the
homeowner
experience,
we
will
start
to
realize
that
we
are
all
playing
for
the
same
team
and
it
isn’t
who
has
the
name
or
phone
number
in
their
database
that
wins.
It
is
the
person
that
delivers
the
best
value
to
the
customer
while
respecting
the
relationship
ties
built
between
an
agent
and
their
client
that
will
thrive
during
any
market. 

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