Industry Visionary

  • Oliver Frascona, Esq.
    Frascona, Joiner, Goodman and Greenstein, P.C.


Oliver Frascona is a Shareholder in the law firm of Frascona, Joiner, Goodman and Greenstein, P.C., 1974 - Present.

Oliver practices in the following areas: Real Estate, Brokerage Law, Contracts, Finance, Foreclosure, Land Use, Leasing, Real Estate Title, Business Law, Association Law, and related Litigation. 

Clients include first and second mortgage lenders (banks, savings and loans, mortgage companies), hundreds of real estate brokers and salespersons, real estate companies, developers, property management companies, builders, subcontractors, suppliers, buyers and sellers, and he represents eighteen Colorado Associations of REALTORS®. 

He presents various programs, workshops and seminars for The National Association of REALTORS®. The Colorado Association of REALTORS® and approximately 350 various boards/associations of REALTORS® throughout the Continental United States, Alaska, Hawaii and Canada.

Courses have been certified for continuing education credit in the following areas: Agency, Fair Housing, Liability Reduction Techniques, Disclosure Law.

Oliver can be reached at oliver@frascona.com


As an "industry visionary", what do you see as the major changes occurring in the real estate industry?

Technology is forcing people to reevaluate what the REALTOR brings to the transaction.  I believe that the REALTOR is still the most important part of the transaction.  People want to talk to a real person and get real service.  The service expectations now are more demanding than before.  The public expects the professional REALTOR to be technological competent.

Corporate Real Estate through merger and acquisition is developing a large office, one stop shop, as an alternative to traditional real estate.  To compete smaller shops need affiliations with providers or a franchise. 

Predators are after any portion of the transaction left unguarded.  Loans, title work, inspections, all are points of entry for affiliates that want to be the entry point.

Associations need to stay focused on their business of serving the member and not let the vendors shape the business.  MLS systems are challenged daily to grasp the innovation and attempt to regulate it without destroying the member’s livelihood.

Global real estate is beginning to enter the local market.


What major "corporate players" are driving change and what may be their impact?

The one stop shop, the national advertising, the need to affiliate or die are all a part of the effect of corporate real estate.  The business has become a real business and a big one especially for relocation and corporate executives transferring across the world. 

Who are the "individual trendsetters" that are shaping the future real estate industry?

There is no doubt that Dave Liniger is still on top of his game and can see into the future.  But there are also the CB’s, the local non-affiliated powerhouses and the commercial brokers who are awake and moving forward to capture market share.


What are the expectations of the emerging real estate consumer?

The average consumer is now computer literate, shops on line, knows how to find things and still needs a helping had to make this personal purchase.  They expect a knowledgeable person who can communicate via voice, data and the web as standard.


How should the Brokerage and Realtor Association / MLS respond to these real estate consumer expectations?

They must embraced knowledge, innovation and technology fast and with understanding.  Fear tends to exist with anything new and this is no time for fear.  It is a time to understand or perish.


What changes should a Brokerage implement to ensure profitability in the future?

Know the cost of doing business.  Select those markets where your work will provide profit.  It is a total business now and a long term one, so the customer is one for life now.  The realtor needs to be able to co-ordinate like never before all the experts that are needed to make the transaction start, proceed and close.


What role do you see the Realtor Association / MLS playing to ensure Broker profitability?

Providing a strong base of technology, be member friendly, know the code of ethics and enforce it, stay away form kingdoms and little groups of power, involve more people at the grass roots level or die. 

Based upon your vision of the future of the real estate industry, what are you doing to help influence positive change?

Training and working to help people be more aware of change and the rules that need to be reviewed in it’s path. 

What books would you recommend as a "must read" that have influenced your vision?

Any that deal with the future demographics of the customer.


What advice would you give Brokerages and Realtor Associations / MLSs to assure they stay relevant and successful in the future?

Embrace change, learn more, hire and train long term competent staff and pay them accordingly.  This is a long term corporate mentality that needs to be embraced.  Gone are the “secretaries” of the board.  What we need now is professionals that know the industry and the technology and can embrace the future, understand it and impart it to he members.  Professional board personnel.