Many agents make the mistake of driving clients to the company. That is great for the company but not good for the agent. Sometimes this is masked as a benefit to the agent, but the truth is that it really benefits the company. For example, does your company provide you with a "SOLD" bag after the property goes pending? On the surface, seems like a neat benefit that saves the agent $50. However, this "benefit' could actually cost you THOUSANDS by driving prospects to the company.
Signs used properly can greatly increase your business. If used improperly and it will increase the business of your company. Every marketing piece you do should drive clients to your phone number and your website. That "SOLD" bag has the number of the company - not your phone number. Potential sellers were impressed with the marketing and that the home sold quickly. Now, with the potential seller calls the COMPANY and speaks with the duty agent. The duty agent has now benefited from YOUR hard work. The company can now tout the benefits of all the leads off the duty desk in order to recruit more agents.
Does the yard sign have the company number? Great, it usually is BIGGER, and EASIER to read. If you really study the fonts, the name rider will be in a slightly different font that is usually smaller and ever so slightly harder to read. This is not by accident, this is by design. The company is using you to drive business to the company.
Keep in mind, you are in business for yourself you want to drive business to YOU. The company is in a support role. Does it have to be agent vs company? No. Some companies readily encourage entrepreneurship and some companies understand that what benefits the agent ultimately benefits the company. That is why you want to explore all your options. Unfortunately, many agents do not look at their business as a business. Some only see, "Wow, the company provides all my signage." What initially seems like a benefit is actually hindering the growth of YOUR business.
Companies will not tell you this. The big "hitters" know it and that is why they typically own their own signs. They demand that the company number is not anywhere on the yard sign. They spend thousands of dollars in order to make THEIR phone ring and if the company wants the phone to ring then the company can spend their own money.
Thanks,
David Matney, CRS,GRI
Alliance Real Estate
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I don't have the company number on anything I use. I keep the company logo as small as possible as well. I buy my own signs and riders and I've design my own advertising. Thank goodness I work with a Broker that understands this.