This idea for this posting started when I had a conversation with an fellow colleague this morning. He didn't get a listing and it was because of the name of our brokerage, Fred Real Estate. No, the name isn't like RE Max, Keller Williams, or the other big names out there, but we hold our own and have a great deal of success in our local market.
What intrigued me is the fact that this person chose based solely on the name. She liked my colleague, the marketing, and everything else but she didn't see our name as prominent as others in the market since we were small.
Does this make a difference? Some might argue yes. But if you talk to good real estate agents, they will all say that real estate is a relationship business. You are working with them, not necessarily the company.
So does it matter what sign is in the yard? Again, some might argue yes. Let me ask this one question; if you were a buyer, would you care what sign is in the yard or would you care about the quality of home behind it?
The key point to this is make sure you are hiring the RIGHT agent, not company. You will be working with that agent and be relying on that agent, his/her expertise and contacts, to get your home sold. With the Internets popularity in home searching and home listings getting syndicated through all major websites, your home has the same coverage as all the others. It's what the agent with do above and beyond that to find the buyer, help you negotiate the best offer, and getting it closed without a lot of hassle that should be the deciding factor.