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Does A Real Estate Brand Matter?

By Brian Rayl

Real Estate Technology with Home Value Leads

February 17, 2013 12:35 PM

Does Real Estate Brand Matter? Of course YOUR brand matters, but does it matter if you are attached to a national franchise? If you are Keller Williams, Century 21, Prudential, or Remax does it really matter to anyone? Perhaps to a consumer, franchise brand may matter somewhat, but in my opinion, name doesn't matter - it is what is attached to the name that matters.

What do I mean what is attached to a name? I mean the culture, I mean the training, I mean the mentorship, I mean the technology, and I mean systems and processes put in place to help you be successful. Does a brand just put you on the street and pray for a commission check? Or do they guide you, train you, and mentor you to be the best damn agent you can be?

Today in Dallas, Texas over 10,000 Keller Williams agents gathered into a single room to listen to the Keller Williams CEO Mark Willis discuss the State of the Company. Based on publicly available information as of February 6th, Keller Williams has posted the following statistics:

The average number of units sold per agent has increased 23%. All other agencies combined for a 35% decline.
The average closed volume was up 31%
Gross commission income rose 28%
91% of the Keller Williams offices across the nation were profitable in 2012.
Keller Williams profit shared more than $55 million dollars with its agents - an increase of 44% over 2011.
J.D. Power and Associates ranked Keller Williams "Highest in Customer Satisfaction" among both home buyers AND home sellers. *
Keller Williams was ranked No. 9 on America's Top 150 Workplaces. Keller Williams was the only national real estate company on the list.
KW Cares, a non-profit organization voluntarily funded by the agents themselves, provided $2.7 million dollars in 2012 to fellow Keller Williams agents to help them get through difficult times such as illness, injury, and disaster.

These accomplishments are a direct reflection of the time, dedication, and money that Keller Williams invests into their agents and it is obviously showing. Are you getting all that you need and deserve from YOUR brokerage to thrive?

Have you considered a change in brokerages? If so, I'd love to discuss with you the benefits of joining Keller Williams. It is an amazing organization with a great culture of SUCCESS. All discussions will be 100% confidential. Feel free to contact me through ActiveRain messaging or call me directly at 214-601-4192.

If you are consumer, make sure you are chosing an agent who is the best trained and has all of the technology and resources to get your home bought or sold quickly. It may not be a Keller Williams real estate agent... but statistics say there is a good chance!

*Disclaimer: Keller Williams received the highest numerical score among full service real estate firms for home buyers and home sellers in the proprietary J.D. Power and Associates 2012 Home Buyer/Seller StudySM. Study based on 2,994 total evaluations measuring five firms and measures opinions of individuals who bought or sold a home between March 2011 and April 2012. Proprietary study results are based on experiences and perceptions of consumers surveyed March-May 2012. Your experiences may vary. Visit jdpower.com

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Mona Gersky

MoonDancer Realty, Dillsboro,NC - Sylva, NC

GRI,IMSD-Taking the mystery out of real estate.

Brian, congratulations on the success you've shared with the K-W brand. Obviously it has paid off for you. I think the effectiveness of the brand is only as strong as the individual office boasting the brand. Some are better than others. I don't think it is essential to be branded by a large national firm, at least not in smaller areas like ours. I wish you continued big things with your association.

Feb 17, 2013 12:40 PM

Brian Rayl

Home Value Leads - Highland Park, TX

Active Agent and Co-founder Of Home Value Leads

Mona, you are absolutely correct. Each office is different and each region is different. Brand doesn't necessarily matter, but KW does give us a ton of stuff to help us succeed. There are MANY successful agents that are not Keller Williams - They have worked extremely hard to get to where they are at and I congratulate them, but perhaps they have had to work harder because they were on their own.

Feb 17, 2013 12:43 PM

Florida Tolbert Team Keller Williams Advantage

Keller Williams Advantage III Realty in Lake Nona - Orlando, FL

Keller Williams Land Luxury Division Specialist

Brian,

First I commend you on the incredible attention to facts you have presented and this is yet another example of the wonderful training you have received in listening, understanding and being informed.

2nd, I just came in from the Red Bash and dinner and found you have already been home for 3 hours blogging. I am telling Mo you snuck out early.

and for Mona, I have to respectfully disagree. You are not BRANDED by the company, but trained by the company and unlike any other company in the World, Keller Williams agents have all the tools, technology, and constant education to be the best agents and because of the one thing that only Keller Williams has which is Profit Sharing, our agents are PASSIONATE about using all these tools available to be the best BRAND they can be. But each agent is THEIR OWN BRAND.

Brian would thrive in any company because of the wealth of information and training and passion he has, however, first he would miss the passive income stream that is Profit Sharing and he would die of thirst as no other company can satisfy his thirst for knowledge like Keller Williams can and does everyday.

Nor can any other company allow Brian to keep more of the money he earns in his own pocket.

Feb 17, 2013 12:49 PM

Sharon Alters

Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL

Realtor - Homes for Sale Fleming Island FL

Brian, I totally agree with Mona. Some brands are very strong in some markets and weak in others. Our Coldwell Banker office is the #1 office in the state of Florida and in our area, we surpass the other national brands.

Sharon

Feb 17, 2013 12:50 PM

Brian Rayl

Home Value Leads - Highland Park, TX

Active Agent and Co-founder Of Home Value Leads

Kevin: Don't go tattling on me! Had to come home and submit a contract (the joys of conferences in your home town). Still debating the Casino night tonight... I'd hate to have to beat you down like that.

Sharon: while what you say is absolutely true, the statistics that I gave are NATIONAL for the year of 2012. Perhaps your OFFICE does a great job of training and educating its agents, but is that an office thing or a Coldwell Banker thing? If it was CB, you'd think that it wouldn't just be YOUR office that was the best in FL.

Feb 17, 2013 08:37 PM

Amanda Christiansen

Christiansen Group Realty (260)704-0843 - Fort Wayne, IN

Christiansen Group Realty

I used to be with a small RE/MAX office here in Fort Wayne. We sold a lot, but never had anybody say that they used us because of RE/MAX. Now we are with the #3 selling Century 21 in the country, and it's the same thing. People know my company here and recognize the name, but it's not that factor that gets us business. It's our name brand that people have gotten to know.

Good post Brian. Suggested.

Feb 17, 2013 09:42 PM

Brian Rayl

Home Value Leads - Highland Park, TX

Active Agent and Co-founder Of Home Value Leads

For the most part, I don't think most people chooses a real estate agent based on the company. But the COMPANY may be the ones that got that agent to where they are through training, mentorship, systems, education, and technology. ANY agent with ANY agency can get there but it is easier when you have all of these things readily available to you.

Keller Williams TRAINS agents - new and experienced. I still attend IGNITE courses and learn something.

Keller Williams ENCOURAGES you to brand YOURSELF.

Keller Williams ENCOURAGES you to build a team.

Keller Williams TRAINS you on HOW to build that team.

Keller Williams GIVES you scripts and processes to better deal with clients.

Keller Williams GIVES you technology to help you become successful.

Keller Williams TEACHES you a culture of success.

It is a great place to work. In fact, the 9th best place to work in the United States.

Feb 18, 2013 01:57 PM

Charles Stallions

Charles Stallions Real Estate Services - Pensacola, FL

850-476-4494 - Pensacola, Pace or Gulf Breeze, Fl.

As others have commented on you have done a good job of promoting te brand. Good luck and Happy Selling

Feb 19, 2013 11:44 AM

Brian Rayl

Home Value Leads - Highland Park, TX

Active Agent and Co-founder Of Home Value Leads

Thanks Charles. Keller Williams may not be for everyone. There are a lot of things to consider, but KW provides a lot of benefits for EVERYONE if they choose to take advantage of them. If anyone would care to discuss how they may benefit from Keller Williams, my phone is always available.

Feb 20, 2013 01:14 AM