Explore Property founder Andrew Acton challenges the real estate industry’s obsession with size labels and reveals why it’s the size of your impact, not the size of your agency, that really matters.
Recently, a friend in the industry complimented Explore Property by calling us a “boutique franchise.”
While well-intentioned, it made me reflect on a troubling trend I’ve observed: the misuse of “boutique” as a shield for limiting business growth.
Let me be direct – I’ve always felt that people often use the word “boutique” as an excuse for being small.
After a decade of building Explore Property from the ground up to our current 13 offices, I’ve learned that success isn’t about size – it’s about clarity of purpose and the courage to grow thoughtfully.
The real estate industry loves to create false dichotomies.
You’re either a massive franchise operation or a small independent.
You’re either focused on scale or focused on service.
But what if there’s a better path – one that exists between these extremes?
At Explore Property, we’ve found that sweet spot: the space between large, sometimes disconnected franchise operations and isolated independents.
This middle ground isn’t about being boutique or massive; it’s about being intentional with your growth while maintaining the connections that make real estate fundamentally human.
The problem with the “boutique” label is that it often becomes a comfort zone, a way to avoid the challenging but rewarding work of scaling your impact.
When we started Explore Property, we didn’t set out to be boutique or huge – we set out to help people reach their potential by building great real estate businesses.
That purpose has stayed the same, whether we’re supporting 13 offices or our target of 20.
But let’s talk about what really matters in building a successful real estate business model, regardless of size:
- Clear Purpose
Your business model should be driven by purpose, not size.
For us, that means helping people reach their potential through building great real estate businesses.
This clarity of purpose guides every decision, from which opportunities to pursue to how we support our team members.
- Strong Culture of Support
One thing we’ve gotten right is creating an amazing peer group who supports each other.
Our leadership days aren’t about corporate directives – they’re about fostering connections between professionals who genuinely care about each other’s success.
This supportive culture scales well because it’s built on authentic relationships.
- Focus on Long-Term Value
I always encourage agents to think beyond being practitioners.
While you can make good money “on the tools” as a salesperson for a long time, building a sustainable business with a strong rent roll creates long-term value.
This isn’t about size – it’s about creating something that outlasts your direct involvement.
- Simplicity in Systems
In today’s tech-driven world, it’s easy to over-engineer your business with endless subscriptions and tools.
Remember that simplicity is the ultimate sophistication.
Focus on what truly drives value for your clients and team rather than getting distracted by every new trend.
- Personal Growth Focus
The size of your business doesn’t determine its quality – the growth of your people does.
When you contribute to people’s lives and help them develop professionally, you create something more meaningful than just another real estate office.
Looking ahead, I believe the future of real estate will continue to be people-to-people, regardless of technological advances.
The businesses that thrive won’t be defined by their size but by their ability to deliver genuine value through human connection and professional excellence.
So why are we aiming for 20 offices?
Not because bigger is better, but because that growth allows us to expand our impact and create more opportunities for great people to build successful businesses.
It’s about measured, purposeful growth that doesn’t sacrifice the human element that makes real estate such a rewarding industry.
The truth is, your business model shouldn’t be defined by size labels like “boutique” or “large-scale.”
It should be defined by your purpose, your people, and your commitment to delivering value.
Whether you’re running one office or twenty, focus on building something meaningful that empowers others to reach their potential.
After all, in real estate, the size of your impact matters more than the size of your operation.
Let’s stop hiding behind labels and start focusing on what truly matters – creating sustainable businesses that make a real difference in people’s lives.
