In the past, what happened in the medical field is representative of what his happening in real estate, today. It’s a stretch but hang with me.

Hospitals and Physicians groups (brokers) made sure doctors, pharmacists, and executive staff (agents) were happy and content. Problem is, the overall service of the industry was in decline from a patient’s (client or customer) perspective.

In the early 90′s, big medicine realized that it would be more profitable to engage the consumer of their product. Aside from emergency medicine, where time is of the essence, most surgeries and procedures are elective to some degree and, while they may be necessary, the timing, place, and other certain choices are decisions of the patient.

Take for example child birth. Today, it is not uncommon for a mother to give birth and be sent home with child in a couple of days. And while many births are in and out to keep the patients out of pocket expense a low as possible, a surprising number of deliveries are exactly the opposite.

For those with means, they can opt for professional makeup and photography, they can opt for a private catered in-suite dinner with wine, they can opt for larger private rooms to hold grandparents and friends, and they can choose to have WI-FI and get prepaid parking passes.

Why is this available now? Well hospital management (broker) skipped the medical practitioner (agent) and asked a patient (client) where they find value. To a doctor (agent), none of these additional services are necessary to deliver a healthy child. But to the patient (client/customer) they are absolutely necessary to complete an experience of a lifetime and one that is well worth the extra cost.

Build a brokerage around agent perceptions or build it around consumer perceptions? Seems the pendelum is swinging towards the latter.