When I got into real estate six years ago branding myself was never discussed. I joined a big box brokerage and no one there was talking about branding. After all, isn't that why we went with a big box company? So we could jump on their branding wagon?
I was there for four years. I didn't feel they were helping me to develop my own identity in real estate. That's not the primary reason I left that brokerage, but it did contribute to the decision.
It has been over two years since I left that company. Those two years have been my best years in real estate.
My husband, Tom, got his license earlier this year and joined me in the business. The question has come up as to when is it the right time to develop a brand? What factors should we consider before developing a brand? Such as, is there a certain income level or number of transactions we should reach before developing a brand?
For those of you who actually get paid to brand agents, please don't take offense. We haven't sought the help of professionals because we disagree about what it really means to brand ourselves.
For instance, I think that consumers aren't really interested in real estate agents. They are interested in what we can provide. What is it that we provide? We provide access to the homes they want to see. Now, we know we provide much more than that. However, if consumers could somehow by-pass real estate agents during a transaction, I believe they would.
The question: How do we achieve that through our brand? Should our brand incorporate our area (100% of our business this year came from Franklin) or should we focus in on our identity, Tom and Tammie White or TW Realty Group or whatever else sounds good. I have one vision and Tom has another.
Since I value the opinion of this group, what is your take? When is it the right time to develop a brand?