Max Coursey began Tiger Prop with the goal of destroying the status-quo in real estate, putting his critics out of business, saving his clients millions of dollars, providing a higher level of service than national franchises and having as much fun as humanly possible. Max enjoys kite-skiing, mountain biking, spending time with his kids, bodysurfing and reading. He also likes people — a lot. Follow him at @maxcoursey.
What is the first thing you did to turn your current business from an idea into a reality?
We sold our dream home where all three of our kids were born. I also convinced Will Lyman (the voice for the Dos Equis commercials, “Frontline” on PBS, and National Geographic) to run a radio spot for us. He graciously helped me out. My buddy and I stayed up all night and wrote a really edgy radio spot for Lyman to read. It really resonated with consumers who were sick of the archaic methods utilized in real estate sales over the last 30+ years. It also made more than a few realtors angry. It rang true, it was funny and the underlying message was one of giving back to our clients.
What is the scariest part of being a young entrepreneur and how can others overcome this fear?
The burden of responsibility to our employees, our realtors and our clients. I have absolute faith and confidence in our business model and the ability of Tiger Prop to change the way real estate is practiced. The people who are working for us believe we have the opportunity to change this industry for the better. Working at Tiger Prop requires sacrifice. Our agents must be willing to work harder, hold themselves to a higher standard and make less money per transaction. They are a giving and hard-working lot. The prospect of letting down our realtors or our clients keeps me awake at night.
Were you ever told not to pursue your entrepreneurial dreams? Who told you that, what did they say and why did you ignore them?
I’ve easily had more than a dozen realtors tell me that Tiger Prop’s business model will never work. I’ve been told we don’t have enough margin on our listings, that we spend too much on marketing for our clients, and that we will never be able to sustain our model of giving money back to buyers rather than fruit baskets. They have been wrong thus far. These real estate brokers continue to point out that the path for those attempting to fundamentally change our industry is lined with failure. I don’t dispute the past, but I do believe there is going to be a metamorphosis in the real estate industry. I think companies like Tiger Prop or Redfin will act as a catalyst. There is a time(s) for change in every industry and our time is now.
What is the No. 1 thing you wish you’d known starting out and how did you learn it?
I can’t do everything in a day. I’ve had many a night where it’s 4 a.m. and I’m still working, even though I’m sleep deprived, working at a low level, and really not getting much done. I will catch myself zoning out on the wall or re-reading a sentence in an email repeatedly. I probably only get about 15 minutes of work done per hour like this. I’m all for working hard, but there is a point where you need to hang up and fight another day.
What do you recommend all new founders do for their business — or their personal lives — that will help them the most?
Serve your clients, show your employees you appreciate them, improve your company every day and don’t be afraid to fight for what you believe in.
How do you end each day and why?
I tell my wife and kids that I love them. Life is short, and you never know what day will be your last.
What is your best PR/marketing tip for business just starting up?
Try and think of your company as an ecosystem. Everything is interconnected and every action should work together in helping fortify your ethos. If a praying mantis flaps its wings in marketing, it could create a typhoon in sales.
What is your ultimate goal? What will you do if/when you get there?
My goal is for Tiger Prop to displace the old school, national franchises such as Keller Williams, Coldwell Banker, ReMax, and Century 21. I’d like to create a brokerage that is more consumer-centric and transparent. I would like to see Tiger Prop drive brokerage fees down and raise the bar in real estate marketing through standardization of services and economies of scale. I’d like for our brokerage to take more tasks out of our realtors’ hands so that they can focus on taking listings and showing homes; not making flyers in Microsoft Word 1996, taking pictures with their Polaroid camera or installing signs in their high heels or dress shoes.
If we are correct, this will mean fewer realtor positions but more photographers, stagers, and transaction managers. I believe the consumer would be better served if the average realtor sold 20-30 homes per year instead of four. I believe that we can significantly increase the efficiency of this industry, drive commissions down substantially, and put more equity into our clients pockets. Before I die, I’d like to save our clients over a billion dollars in commissions.
