I find myself at the crux of a critical decision these days. I have recently had something happen at my brokerage that is causing me to ask myself whether or not associating with a national name brand is relevant in the public's eyes and still critical to the success of my business. Ask me just two years ago and I would be able to tell you immediately that I thought it was still very important. But, given the amount of technology that the public has access to, and the way that most of my leads are coming to me, I am not so certain any longer.
Before the public had access to all of the information that is available on the internet now, I believe it was important to most buyers and sellers to seek out "experts" - those deemed to be better at what they do and those presumed to know more knowledge, better training and a longer history in the business.
These days when I ask a new customer how they found me, it is usually "on the internet". When I ask them the website and even suggest whether it was a search on the REMAX site, or where they looking for a REMAX agent the answer is usually no. They are looking for a person, not a brand. If you are associated with a brand it rarely seems to be as important to buyers and sellers as it once was. The emphasis is now being placed on finding the person who is ready, willing and able to guide them to success in their purchase or sale.
I would love to have feedback from agents and public alike - am I way off base in my conclusions? Are the national brands like REMAX, Keller Williams, Coldwell Banker and Prudential still a necessary component in the eyes of the consumer? Your comments are welcome!
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