Real Estate Blog - Does a logo matter much to a seller?

Home : Blogs : Jeannie Kontis, Lancaster PA Real Estate & Lancaster County Homes for Sale : Lancaster Real Estate Blog - Jeannie Kontis

Does a logo matter much to a seller?

Does a logo on a sign really matter? If so... how much?

When you are preparing to sell, how much thought is given to what color the "For Sale" sign is? OR what company it represents?

When you have found an agent you know you can trust to service your needs ... how much thought do you give to what company this person is affiliated with?

As a seller, does it really matter to you whether the sign in front of your home is blue or yellow or red?

These are not rhetorical questions -- I would really like to know! It's something I plan on asking my clients and those who I come into contact with from now on:

"Did you choose me because of my logo?
Did you choose me because of "me"?

Although the colors of For Sale signs might be changing throughout Lancaster County ~ what remains steadfast is the quality of service you receive from whomever you choose to represent you as a seller.

Whether that agent is standing alongside a blue sign, a red sign or a yellow sign -- they should be standing along side YOU and representing your needs.

I have to admit, I don't think the majority of my clients work or have worked with me because of my affiliation. I could be wrong, but I doubt it. They work with me:

because they want professionalism,
because they want what I can offer them in terms of marketing that is personalized to their specific needs,
because they want the support and strong negotiating skills I can provide them with.

I'd love to hear from real estate buyers and sellers on this -- so if you are reading, please feel free to leave a comment (it is anonymous if you choose to not leave a name).

Buyers and Sellers -- Have you chosen your agent beause of their affiliation?

For agents and others in the industry, I'd love to hear your comments as well:

Do clients choose to work with you because of your affiliation, OR do you think it doesn't matter much in the grand scheme of things?

Posted by Jeannie Kontis, Lancaster PA Real Estate & Lancaster County Homes for Sale on 04/25/2008 05:42 PM

Comments (60)

buyers, sellers, lancaster real estate, long and foster, jeannie kontis, real estate company, choosing a real estate agent

Originally posted at: Lancaster PA Real Estate Blog: Does a logo matter much to a seller?

This post has been included in Pennsylvania Information Lancaster County, PA Information
Post is included in group: Independent Brokerages
Post is included in group: Learn to be a Top Producing Listing Agent
Post is included in group: Pennsylvania Professionals
Post is included in group: Realtors®
Post is included in group: The Ninety-ninth Percentile

60 Comments on Does a logo matter much to a seller?

APR

2008

Hi Jeannie,

IMHO it's 90% agent, the individual person, not the company.

I personally work for a smaller and less known company. What I find is that people remember the agent not necessarily what company they are with. I do think branding yourself as an agent is very important. How the public perceives you makes a huge difference in whether or not they want you to represent them. In addition, a referral from a friend wipes clean most of the other questions you have said. If someone they trust is high on you as an agent, more than likely they will pick you too. Like I said, it gets down to the agent, not the company in my opinion.

It's my firm belief that people do business with people they like. It's not the company, colors, or logos... However image is important especially when it comes to consistency...

Go beyond the call of duty and exceed your clients expectations and your business will flurish!

Great article!

James

Jeannie, Buyers and sellers want YOU not your company or sign. (The school is only as good as the teacher your child gets. The hospital is only as good as your doctor or your nurse.)

You have to be able to sell yourself

Have you asked your clients why they chose you?

Jeannie, many of my clients, ones who knew me before needing my services, work with me because of me. Judging though from the number of calls and walk-ins we receive at the Howard Hanna Smythe Cramer office in Mentor, Ohio, they definitely want the Howard Hanna experience.

HHSC logo

Howard Hanna Real Estate Services is the 5^th largest full-service real estate company and the 3^rd largest privately held real estate company in the United States. The full-service company specializes in residential and commercial brokerage service, mortgages, closing and title insurance, land development, appraisal services, insurance services and corporate relocation. The company has 122 offices across Pennsylvania, Ohio, New York and West Virginia, and employs more than 3,600 sales associates and staff.

Visit http://ChristineHartHowlett.howardhanna.com/ for more information.

Jeannie - Obviously, the level of service that the clients receive is completed unrelated to the sign in the yard. However, I believe that working for a company with a familiar sign gives an agent an initial advantage. There is a feeling of security with brands that are recognizable. So, clients may start their searches with the most visible companies in the area.

BTW, my mom grew up in Lancaster and my grandmother still lives there. I was there last summer still like to see all the old buildings in town and the Amish / Mennonite farms.

I agree with Erik - it's a way to remind people who you are.

I think the logo and the company matters little. The individual agent is what really matters. Having said that, the sign in the photo is a pretty poor example of good marketing and branding.

APR

2008

I understand your question, and I think I can give you the answer you are looking for.

Ignoring the "brand", and the association the different brands may have in the consumers minds in your particular market, the color of the logo DOES make a difference.

Scientifically speaking, the contrast of colors makes a diference in the ability to read signs from a distance, and while moving (such as from a car).

While white and black may be the obvious choices for high contrast, they are not true (i.e. single-frequency) colors. It seems to be yellow and indigo that win out with the human eye, when it comes to single-frequency colors of light. (This partially explains why caution signs are yellow -- they provide a high contrast visibility from a distance, and it certainly explains why Jim Weichert selected Yellow for his corporate logo.)

When moving at higher speeds, though, the perception of color gets skewed a bit. Depth-perception comes into play. Green, being in the middle of the color spectrum is seen as spacially true, while reds are seen as closer and blues are perceived as farther away.

Aside from all that, there are certain logos that tend to get lost at certain times of year. In the autumn, the brown and gold of C21 can get lost, because it can blend in with the fall foliage. Similarly, the ReMax Red White and Blue can become lost in a sea of political campaign signs during election seasons.

Now, with all that being said, it is NOT the logo that gets a home sold. If it were, the one with the best logo would eventually dominate the market. What has sellers choose an agent is your perceived value. If you present your value to your prospective client, and they perceive your value as being higher than the others, you will win your business. Similarly, buyers choose a house becaue to the caue they perceive, compared to all the others they are comparing it to.

Demonstrate superior value -- of your services and your product -- and you will have a very prosperous career.

JEANNIE - I think that some people are very concerned with the sign that is outside of their home because they feel that a well-known brand makes their home stand out. However, I've seen plenty of agents with big companies that do a marginal job of marketing a home, and those with lesser known brands doing an outstanding job. Ultimately, it all comes down to the agent, and not the company. The challenage is to make the homeowner understand what is most important.

I would think the answer could be yes and no. If you are advertising for buyers or sellers they may not like or know your brand and then not call you but call the C21 agent beside your ad. If are getting referrals it may not matter a bunch. I would not have gone to ERA with the old orange and blue sign they had.

It is the agent not a logo or colors. Service in my opinion is the best bet

I believe it is the agent then the company. Keep us update on what your clients say!

Mixed answer here . I think as a new agent the "name brand" gives you a level of creditability you go in with to the interview using the company's experience as your standard of quality .

As you gain knowledge and experience the company name starts to tax a back seat.

As a broker / owner of a small company we hold our place in the market because we are available and flexible

PSPS My mothers family is New Castle

Keller Williams here in the Charlotte area is no. 2 in market share and agent count. The number 1 company has been here since like 1960 and we've been here since 2001. We're just a couple hundred agents away from taking the top spot.

That's what I tell sellers who ask but then I emphasize that company has little to do and that more important is the person they're listing the home with.

I feel that most of my clients chose me because I am passionate about what I do and I have a very realistic approach. Furthermore I think a lot of people would prefer something that says "For Sale" as opposed to ABC REALTY!?! The company is not the issue, the fact that it is for sale is and that is what should be concentrated on!

The trouble with asking clients why they did something is they probably are not aware of all of the factors that influence their decision. Many seller's are going to feel a comfort level dealing with a known franchise, all other things being equal.

Jeannie - Most of my clients hire me because of me - my excellent customer service and knowledge of the market and not my company. Although there are still a big chunk of homeowners in my area who choose a certain company because of the name. The listings keep on being extended for months even years with the same agent with no results. It's a different kind of mentality but I guess that's what makes the world go around.

Our referrals come to us because of us. With some of them, it would not matter where we worked.......but I have come across people that refuse to do business with some well know agencies........it does happen....there are some agents that would tell a seller anything to get their foot in the door......it leaves a bad taste with them. But it has happened to us -- had someone screaming at us in the supermarket that we would never see her listing as long as we were working for the broker we were affiliated with! And I just said it nice -- it was not too nice in the supermarket!!!

I know you want answers but you're asking questions for which there are many answers available. Person A might have read a review (therefore the sign makes no difference) whereas person B got a referral and person C chose you out of a phone interview (maybe because you sold it well or maybe because your voice sounded assuring). Not to name every combination, the best thing to do is place a poll on your web form and follow-up when talking in person. That way there's no wondering :)

Jeannie, I read a survey about this exact issue. The name of the company is well down the list but far above the alphabet soup of initials after an agents name !

To all ~

I have been so busy all day, that I haven't had a chance to come back and respond. Thank you all so much for your different viewpoints! And thanks for the feature ~ that was an unexpected surprise!

We just had this debate in my office. While several of my co-workers feel that it is the name branding that brings clients, there are a few off brand companies that do quite well. I have rental property out of state and I always look for the individual agent with the best personal web site.

I think that may vary by location. Some smaller locally owned companies outsell the nationally known companies depending on where you are. Also, there are lots of agents who do business mainly by referral, that means that the clients are looking to work with that particular agent. I think any agent with a superior listing presentation can capture a listing, no matter what the company. Any agent with a great website with lots of call to actions can get a buyer and sell them a house as well!

They follow the lender, agent or whomever....not the brand. But they will leave the brand if it has a bad rep.

Bill just above nailed it. Some clients care a bit about the brand, and a good agent with a solid brand might have some more pull than a good agent without that backing. Oddly, I don't think most consumers are aware of what the brand can actually accomplish if leveraged... nor are most agents.

Not having read the other responses, I'm going to post on my experience the last few days.

I have been contacted by two different potential sellers about listing their house. Why? Because they heard that Weichert Realtors Paupack Group was aggressive and would be the "go to" agency to get their homes sold.

In one instance, the seller was referred to us by their friend, who is also an agent - in our area no less! For a competing agency! she really wanted to get her house sold, and he told her to call us.

Actually that's the second listing that was referred by a competitor.

Interesting, huh? So yeah, I think at least in our case, the yellow and black Weichert signs make a big difference.

My new listing was put on the market two weeks ago. Yesterday it was put under contract. It was really cool putting the "SALE PENDING" rider on my new sign, that was next to another agency sign for a different home - other home has been on the market for a couple of months.

Is that going to matter to the neighbors? I think so - they'll see the signs and remember which one went under contract almost instantly.

BUT IT'S OUR REPUTATION, NOT THE SIGNS THEMSELVES. I think that if we were a different franchise, it would be the same thing - it's the reputation, not the color of the sign or the logo.

Sellers want results not BS. A branded images, a catchy slogan are nice, but a "SOLD" sign is much better!

I agree, my clients have worked with me because I have shown that I am loyal and committed. I have chosen my affiliation with the logo based on how it serves ME, as a customer.

My logo helps me because of the huge momentum and vision behind it, and the combined dollars in positioning it in the minds of consumers. I meet at least one new client every year simply because I work in an office of said logo :) That pays for itself in my mind.

The logo may initially play a small role in who a seller first contacts, but ultimately it's the agent that produces results. Experience, communication, marketing and negotiating skills should be more important to any seller than company brand.

Tough call...Branding and familiarity goes a long way towards easing people's concerns and simplifying listing negotiations. I work for a small local company, but we have a good reputation and I hear about it all the time from clients, so I do think being associated with success plays a significant role.

APR

2008

I believe it is the agent and the level of service and professionalism the seller chooses. The agents make up the company but the company is only as good as it agents.

Jeannie: Great post. Most of my sellers come from either referral, past clients and my marketing. I just changed companies... We will see if there is a difference.

Think it is the individual that matters most, unless of coure the firm has some kind of bad rap in the area and the it would be negative to be with that firm.

I agree with Rich Schiffer's post. i DO think the colors matter.

I'm a Title Guy and see things differently than a Realtor.

Of course it's customer service.... but that is typically REFERRAL based. I do not think that is the question being asked. Referrals have no meaning when discussing branding. It's the people that are looking to buy or sell with NO contacts.

In this situation....there is no doubt in my mind that people look at the 'big guys'.... the BALLOON Remaxers, the Century 21's, etc.

Color wise, I'm surprised someone hasn't gone REAL GREEN (to fit into the present political correctness).

I see BLUE & WHITE in my area.... immediately..Prudential or Coldwell

I see 'Yellow/Gold'..... immediately Weichart or century 21.....

These 'immediate' connections to the brain cannot be discounted. They may be positives or negatives if someone has had previous experiences...but to the FIRST TIME HOME BUYER?... they are INSTITUTIONS.

Yes.. I think LOGO, Branding, Color are VERY important .... but it's hard for Real Estate professionals (and actually every industry) to identify the intangible....lost business..... because of their marketing.

It's true there are many varying factors. If people are hiring you because you have "excellent customer service", then that's a referral situation and they would hire you no matter who you worked for. They're hiring you based on your reputation.

If people hire someone from a particular company because it has excellent customer service, that too is a referral, and really has little to do with branding...unless.....

They see your company signs all over the market and assume that you are the busiest office because of that.

They see "Pending" or "Sold" on a lot of your company signs - they can assume that your company gets results.

In a way, that's your branding giving people a perception of your reputation.

HOWEVER, if that is not followed through with solid customer service you are going to lose in the long run.

The branding is just to get the folks in the door. We get a lot of customers who have been disgusted or turned off by the lack of service provided by other "Big Brand" offices in the area.

I'm going to put it all back to reputation - whether it's a true reputation, a "referred one" or a perceived one. A lot of people are surprised that our young office has outsold some of our competition that has been here for 20 years. They have a perceived reputation that the other office is the king...lol.

I believe that sellers select agents. I believe that buyers select homes. I don't belive that the logo on the signs means anything.

1.Locally I believe most agents are chosen because of who they are and how they have handled the business. I know a lovely local gentleman that grew up here in Greene county. He knows everyone and they all know him. I tease him that he just walks into a business and they throw money at him. Poor man goes to funerals so much just because he knows so many people. His good old local boy rep. gets him a lot of business.

2. If someone doesn't know anyone, your logo and brand can make a big difference. For example a person moving here from far away, may very well pick a company just because they are familiar with the company name.

3. Then of course there are those who just pick up the phone and call anyone who answers the phone.

So I think a logo that is consistent helps to make you look more professional, but I doubt it will make or break you.

I don't believe the brand is what brings in business and makes the phone ring. I believe the personal service service is what sellers & buyers are looking for. We switched brands last year from Century 21 (we were the number one Century 21 sales team in MN) to Coldwell Banker and it has not affected our business in a negative way at all. All of that being said, I like being with a national brand because of the advertising and signage and marketing materials.

Brian Bartley

I have only lost one due to us being a "small nobody." We have very little agents but are some heavy hitters & top producers in our market. No matter what I could say I couldn't overcome that objection. I still won't leave a brokerage full of opportunity to gain that one listing back. I will just make more :)

You know, I would have to say they pick the agent. I have seem some HIDEOUS signs out there. It could be a company name correlation too. Good Questions!

APR

2008

Only the picture or graphic we see stay in our mind for long time than the text. Logo matters a lot.

Best - Sash

PS: FREE blog traffic strategy video...click here

MAY

2008

I think Adam W hits the nail on the head here. While relationships matter most, there will always be a portion of the business that has no personal affiliation and therefore will be swayed by the prevailing brand - same as in any other industry!

MAY

2008

There have been so many comments, and I haven't been able to respond to everyone. I wanted to thank you all for taking the time to share your view points.

MAY

2008

have to admit, I don't think the majority of my clients work or have worked with me because of my affiliation. I could be wrong, but I doubt it. They work with me:

because they want professionalism,
because they want what I can offer them in terms of marketing that is personalized to their specific needs,
because they want the support and strong negotiating skills I can provide them with.

I AGREE! I had this discussion with another broker the other night. I love the franchise I am affiliated with (REALTY EXECUTIVES) but honestly most of my buyers/sellers call ME and track ME down, not the franchise name.

I agree with everyone else!! A small part of it may be the logo but they are buying the agent.

MAY

2008

Jeannie, since I'm not affiliated with a franchise, I know it's not the reason for whatever business I get. However, I did lose one potential listing when I left RE/MAX. The seller told me they wanted the familiar sign on their home.

MAY

2008

The answer cuts both ways. Lots if there are character issues that the seller becomes aware of concerning the company you represent and none if there is integrity and the client trust YOU and your Company.

In my infancy days (working with C-21), I had a seller that refused to continue doing business with me unless I changed brokers, as they became aware of a bounced check that was given to a buyer of mines, in refund of their down payment. In this instant I represented both parties, as the potential buyer was the tenant.

On the other hand as a veteran, I once listed a property and told the seller there would be no sign as the company I represented was new and had not reach the point of designing signs, and I got the listing anyway.

JUN

2008

Yes, it does cut both ways. I interviewed an agent who told me she went with the biggest firm in the area (a franchise) because their signs were everywhere and she felt she'd get lots of advertising/brand recognition in it. Over the past year she hasn't see that benefit HER personally at all. So she's looking for a new place, maybe with less signs around town but better support and mentoring. Just because you can say you're the biggest does NOT mean you're the best.

JUN

2008

Since I left a "Major Firm" and became an Independent Broker the amount of business I'm doing has increased dramatically. I think many clients are confirdent they will receive more personal, hands-on attention from an experienced independent broker.

JUN

2008

Jeannie--You're going to be fine NO MATTER WHAT FIRM you're at, or what logo is on your card. Good luck with the move. You are responsible for your own successs. From what I've seen here, you're star material no matter where you are.

Thank you all for your continued viewpoints on this subject, and thank you Erica for your kind remarks. I've made the move to Long & Foster since writing this, and I have to say that I haven't seen a slowdown in business because of going to a smaller name. Once I explain to my clients and potential clients why I made the move, they understand and really don't care! They want to work with me because of what I can bring to the table -- which is, bringing them to the settlement table!

It's funny... some agents want to be affiliated with big companies, but they try to advertise themselves. Let me explain, they will have special logos made in all their advertising to differentiate themselves from the national brand they work with?! That seems to be like a oxymoron!

Well of course that's so that when they leave Century 21 for Remax or Coldwell Banker, they still have their own personal branding, I guess...

I will say though that I doubt a big name really has much weight over a personal recommendation.

JUN

2008

When I left Prudential, I worried I would lose momentum in opening my own firm. I didn't lose a single buyer or seller client, and in fact I found that my client based increased significantly. Going out on my own gained be a whole new clientele.

Jeannie: Great post... sellers have different opinions. Some care, some don't.

SEP

2008

Thank you for all the tips. It is such a great article. Had fun reading it. If you are looking for a quality logo for your real estate company please check out at www.real-estate-internet-marketing.org. They were able to bring out what I was looking for when I wanted a logo done for my company, efficiently.

SEP

2008

Berchta - ummm... I think you missed the whole point of the post, but thanks for stopping by anyway. If you are looking for a quality Realtor in Lancaster County PA, please check out www.JeannieSellsLancaster.com .

OCT

2008

I too am wondering how people choose their agents. Sometimes it's someone they already know (a friend or relative) other times it is that BRAND. Look at the power of the golden arches...

Branding is important for the company but personal branding benefits the agent.

JenRan - I agree with you completely. The consumer needs to be able to find us, so we need to brand ourselves. But, once they do find us, some will care which agency we're affiliated with, while others won't.

------

I have found everyone's comments very helpful~ thank you all so much for sharing your input!

This blog does not allow anonymous comments