The revolution in the accumulation, interpretation and transmission of information has dramatically changed the nature of the real estate business. It has been transformed by a myriad of factors from a business where people skills were paramount and information was the sole property of the REALTOR® into a business in which information is democratized and knowledge creation, as a service to the consumer, drives success. This change has contributed to the already declining profitability of real estate firms. “Profitability,” the fifth publication / real estate report in the Real Estate Confronts series, explored how real estate brokerages could become more profitable by re-margining their businesses. Further discussion also evaluated the importance of incorporating ancillary services into the suite of service offerings of a real estate brokerage, how such selection could be made, and how said service could be implemented.