Brokers Lacking in 20/20 Focus, Says Author of New Real Estate Book Popular real estate author Charles Dahlheimer is out with a new book, "20/20 Vision, A Focus on the Future of the Real Estate Industry," in which he predicts quick and substantial changes in the industry may be forced by mass marketers - but ultimately the kind of responsibilities inherent in an agency relationship will be what consumers expect and will pay for. Dahlheimer is co-founder of the North American Consulting Group and former owner of the Real Estate Buyer's Agent Council. He also is co-author of "Real Estate in the '90s: A Whole New World Ahead," written a decade ago with colleague Tom Dooley, who now writes for Realtor Magazine. In "20/20 Vision" (North American Consulting Group, $24.95, 232 pgs.), Dahlheimer concludes, "While not unanimous, most (broker focus group) participants agreed that the real estate brokerage industry today is disjointed, dysfunctional, inefficient and lacks leadership at a time when it crucially needs it." He suggests there is no guaranteed path to success over the next several years, likening the industry to a covey of quail that is likely to fly in any direction when flushed out of the brush, but indicates there are areas that appear certain. Concerning independent contractors: ... "This vehicle has limited usefullness in the markets of the future. Control of the 'total customer experience' requires a larger measure of control of service providers than the independent relationship allows." Concerning agency: "While the freedom to act without the restrictions of agency is appealing to reduce liability and make things much simpler, there is little doubt that one of the 'services' the public values is the ultimate responsibility for actions by the professional involved in the transaction.'" Concerning the National Association of Realtors: "Nor would the demise of the associations as we know them bring about he downfall of the real estate industry. This should not be taken as a call for mutiny within the ranks. In fact, quite the contrary. Undermining the tremendously powerful machine that has already been built at just the moment in history when it will be most vitally needed would make no sense at all." The book also touches on the future of franchising, licensing and education; and the importance of niche marketing. The Dahlheimer book is available from North American Consulting Group or email: info@nacgonline.com | 
