Ken it is a great point.  The broker probably matters most to the Agents in most case in our area.    What will the Broker "give" me if I work for "them".  Is the question I hear most..    

I think we need a combination...to market a home effectively it is nice to have backing of a good company brand.  Client perceives brand excellence and we as agents need to live up to that perception.  Companies with poor reputations can have the best real estate agents but how effective is the marketing going to be if people are turned off the brand first?

I think the Broker matters to an extent.  There are many new Brokers in my market that are trying to get listings by doing the list in MLS for a fee and deep discounts.  The main problem is that Texas passed a law last year that says you can't just post a listing in the MLS and be done.  You MUST actually represent the seller as well.  With that, when I'm out showing buyers properties, they'll make a comment when they see some of the newer signs and make comments about how those are probably sellers they don't want to work with if they're already trying to nickle and dime their agent.  They don't see the sellers as willing to work with them on negotiating an offer.  Mind you, I only put in my 2 cents when they bring something like this up, but buyers notice more than you would think, so yes, the broker does matter.

Agent is most important however the brand, at least locally, is important. In a smaller market it may be an independent broker but the broker has established their brand locally. It is recognized, has a reputation for good service, etc. The agent and the brand in concert form the strongest team. Which is more important? I believe the agent but with great brand support, its better!

I agree with the above comment Gary Waters made.

Patricia Aulson/Lic NH/ME/MA

From my perspective, you need both... a great listing agent and credible brokerage name.

It's all about the Brokerage. Coldwell Banker is the #1 Brokerage in New England. Prospective clients want the best and that is bottom line.   I am not going into every detail of what we do but it's very obvious to the consumer who they are going to call. We are #1 in Massachusetts and #1 on the North Shore and #1 in Beverly. #1 Luxury Home Sales $1.5M + also a big! Consumers see the high end homes being listed with the top brokerage and they clearly understand that their home will receive the same quality and care.

 2006 Quoteables.  The most comprehensive real estate network in the world.

$13.9 Billion Sales Volume

31,986 Residential Transactions

28,034 Total Listings

5,464 Associates & Staff

117 Offices

23,463 Relocation refferals

National Brand marketing, regional and local branding as well  as #1 internet , leading techology and local classified ads and contacts does make that SOLD SIGN a reality. It's a great national ad and we are committed everyday until it's SOLD!

You know the old saying hire  the best and forget the rest!

#1 Real Estate Website   Highest ranked & Most traffic. 

I completely disagree, Michael, which is why I suspect Ken posed this question, he knows this is hot topic.  (Good Post Ken!)

Look, what matters is how the property is marketed, and how the deal is negotiated.  A quality agent does both well.  The Broker only matters to agents.  To the extent that the broker's brand is unique and attractive, or, well known in the area, more agents are attracted, either by the idea of a "special" brand to sell to their clients, or a better deal financially.

Buyers are only interested in one thing, the home.  They do not care who it's represented by.