“A good agent can explain the process and win business,” Kobi Lahav Explains

“In the past, if you wanted to get those clients you had to work at the Elliman or Stribling — the companies with a brand name,” he said. With Premier Agent, Lahav has leveraged Zillow’s name: “That’s where the traditional brokerage is being disrupted.”

“They had agreed with the broker on a price, but they wanted my opinion on it,” he says. “So we set up a time, saw the apartment, and I thought it looked great. They were ready to offer $1.99 million, which was down from the original $2.3 million listing price.”