Greg Robertson, serial entrepreneur and real estate industry influencer, is known for expressing thoughtful and often controversial opinions on the state of our industry through his writing and podcasting. Realtracs has worked with Greg’s advisory team, Giant Steps, in the past, and we appreciate his “hot” takes. We asked Greg for his thoughts on how brokers and agents can strike a balance between collaboration and competition in a market where those two things are difficult to navigate.

What if the key to winning in real estate isn’t outsmarting the competition — but out-collaborating them?

Greg Robertson’s Perspective

“Every broker asks the same question: How do I stay competitive in a market that’s changing every five minutes — without burning bridges along the way?

The answer isn’t to play defense. It’s to lean into what’s always made this industry tick: healthy competition built on smart collaboration.

The Secret Sauce Has Always Been Shared

Real estate has always been competitive; that’s the fun part. But the reason the U.S. market works better than anywhere else in the world is that brokers agreed on one thing a long time ago: we’ll compete like hell, but we’ll do it on a shared playing field.

That playing field is your MLS.

When everyone contributes, the whole market moves faster. Buyers see everything. Sellers get maximum exposure. And brokers get to show what really makes them different — skill, strategy, and service — not secret listings or smoke and mirrors.

Collaboration Isn’t Kumbaya

Collaboration doesn’t mean holding hands and singing around a lockbox. It means using shared data and tools to sharpen your own edge.

The best brokers use the MLS to:

• Find market gaps and move faster than the next guy.
• Build trust through accuracy and transparency.
• Compete on creativity, not access.

That’s how you show off your competitive advantage — by turning collaboration into a weapon.

Your MLS Is the Engine, Not the Opponent

Your MLS isn’t there to slow you down. It’s the engine that makes competition possible. It’s what lets you focus on what you do best — relationships, negotiation, local expertise — instead of reinventing the plumbing.

At its best, the MLS is a place where competitors meet to collaborate, so the market stays strong. You don’t have to agree on everything. You have to agree to play fair and play smart.

The Bottom Line

Competition drives innovation. Collaboration sustains it.

The MLS sits right in the middle — giving brokers the tools, data, and transparency to win big without breaking the system that made them successful in the first place.

So yeah — keep your edge sharp. But remember, you can’t compete without a framework.”

When he’s not advising proptech companies or dissecting industry trends, Greg’s usually got a good book in hand. Right now, he’s reading Apple in China by Patrick McGee, a deep dive into how global manufacturing shifted away from the U.S. — and what it means for innovation today. He recommends it to anyone running a business.

About Greg Robertson

Greg is a recognized leader in the real estate technology space, with over 25 years of experience building and scaling successful proptech companies. As the co-founder of W+R Studios and a former executive at Lone Wolf Technologies, Greg brings deep industry insight, product expertise, and a strong network across the residential real estate ecosystem.

At Giant Steps Advisors, he helps clients navigate product strategy, business development, and go-to-market execution. Greg is also the author of The Art of the CMA, publisher of the Vendor Alley blog, and co-host of two industry podcasts — Listing Bits and Industry Relations with Rob Hahn.