Broker Challenges Online Real Estate Trend: Relationships and Local Expertise Remain Crucial

Written by:

Steve Marcinuk

Date:

03 Dec 2025

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The real estate industry’s digital transformation may have hit a surprising roadblock, according to one Pacific Northwest broker who says the rush toward online platforms is missing a fundamental truth about how people buy and sell homes.

Ellen Bohn, managing partner at The Agency Camano Island, argues that physical brokerage offices continue to play a critical role even as competitors close locations and lean into digital-first models. She maintains that in-person environments still support essential client relationships, giving buyers and sellers a space to connect directly with brokers – an approach she describes as increasingly rare in today’s industry landscape.

The Relationship Business Reality

With nearly three decades in real estate, Bohn contends that the core of the business has remained consistent despite technological change. Relationships, she says, continue to drive most successful transactions. That principle becomes especially important in markets with complex property characteristics where hands-on expertise matters.

On Camano Island, for instance, many homes rely on well water and septic systems rather than municipal utilities. Bohn notes that navigating these nuances requires specialized local knowledge – something she believes cannot be fully replicated through digital tools alone.

The Local Knowledge Gap

Bohn’s observations point to a potential blind spot in the online brokerage model: the difficulty of replicating hyperlocal expertise through digital platforms. While online brokerages excel at providing broad market data and streamlined transaction processes, they may struggle to deliver the nuanced understanding that comes from years of working in a specific community.

“A local expert is very important here on Camano,” Bohn emphasizes, suggesting that certain markets require knowledge that can’t easily be digitized or automated.

The Experience Economy Approach

Rather than competing on cost or digital convenience, Bohn positions her firm around what she describes as an “experience-based” approach to service. Luxury, she says, is not defined by price point but by the level of care delivered to every client.

This philosophy represents a different competitive strategy than the cost-cutting approach many online brokerages have adopted. Instead of reducing fees, Bohn’s approach involves elevating service quality across all price points.

Industry Implications

Bohn’s perspective suggests that the real estate industry’s digital transformation may be more nuanced than initially predicted. While online platforms have clearly captured market share in certain segments, her success with a brick-and-mortar approach indicates that physical presence may remain valuable in specific markets and transaction types.

The key question for the industry may not be whether digital or physical approaches will win, but rather how successful brokerages will integrate both models to serve different client needs and market segments.

The Agency Solution

Bohn’s transition from owning a RE/MAX franchise to joining The Agency reflects her commitment to a hybrid model that combines global reach with local grounding. The Agency’s structure blends international marketing power and high-visibility branding with on-the-ground offices and collaborative agent networks. Bohn sees this dual approach as a way to capitalize on digital tools without sacrificing the relationship-driven fundamentals she views as core to the business.

Whether more brokerages adopt similar hybrid models may depend on how effectively they balance efficiency gains from technology with the interpersonal expertise that remains central to many real estate transactions.