Proper branding is extremely important in any industry but in no other business does it have the effect that it does in real estate. I wish I could say that attention to branding makes for a successful company, but the truth is, it can actually be used as a loophole in the real estate industry to allow subpar agents to attract large amounts of business. This leads to clients receiving poor service and the title “real estate agent” receiving a bad rap. Allow me to explain…
When you hear names like Century 21 or Re/Max, you assume that you are talking about a high-end brokerage with experienced agents who are absolute pros. While that may be true in some cases, the fact is that the name is simply a franchise. Sure, the owners of these franchise names probably have to comply with standards of practice outlined by the company, but that doesn’t mean that they are doing their jobs well. In fact, in my experience, these agents are some of the most useless people in the real estate industry. Look at it this way, the biggest names in real estate start their own brokerages because their name and reputation is branding enough. Why would they give a cut of their hard work to a franchise when they are good enough on their own?
I’m not trying to trash all of the big name franchised agents out there. I’m sure a few are pulling their weight, but I think people who are looking to buy or sell real estate have a right to know the best course of action when contracting an agent. Calling the nearest big name franchise is not necessarily the right choice. Here’s why…
- Having a big name does not give you any marketing power that the smallest brokerage in the world doesn’t have access to. The internet makes for a level playing field that will get your property out to anyone and everyone who is interested.
- Smaller, boutique brokerages will most likely not be carrying as many listings. We are more select when taking on sales listings as holding listings just to hold them doesn’t interest us. We want to sell your property successfully, not just boast about listing it. To that end, we have larger bandwidth to put towards your property. You won’t get lost in the mix. You are always a priority.
- How would you start your search for a home if you were buying? Most people begin with a Google search. Go ahead and give one a try. Did a big name franchise pop up or was it a smaller, local brokerage. Put your property where people are looking. List locally.
So, while you may be tempted to go with a big franchise name, take the truths at hand into account when listing your real estate for sale. Keller Willliams, C21…they are branded well, but if you want excellent service and the best possible outcome with your sale, you have better options than simply choosing a name you’ve heard before. For more information about selling your home, contact a sales specialist at Encore Realty. We are here to serve you.