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Lane Realty isn't a franchise, but do our sellers lose anything?

By
Real Estate Broker/Owner with Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 GREC# 169695

I was recently asked the question at a market analysis consultation what "they" (the sellers) would be giving up by hiring me instead of a firm with "national advertising".  Well I did see a national franchise commercial once during the Superbowl, but it wasn't advertising a particular home so did sellers get a benefit.

keywordsI ask our buyers "where did you find us?" and I learn what their reply is to me.  If they say "I found you on the internet" I always ask if they remember what they typed.  Some remember, others do not.  But the beauty of my website is that I have bing web tools and Google analytics set up on my sites and I actually KNOW what people type even when they don't remember.

My top 19 (out of 173) difference sets of key words in the last 30 days (with the number to the right being the number of people who typed that exact set of key words being the number to the right in bold) I know exactly what they type.  This information keeps buyers coming back because I study it and learn from it and know how to generate more buyers visiting my site based on this information.  

As the broker and being in charge for the marketing for our office I make it my business to know what is bringing buyers to our site and keeping it working and changing what is not working.  I cannot tell you what kind of traffic the other brokers are getting on their national branded site, but I can tell you we have over 1100 buyers currently signed up for new listing updates and that numbers is growing this spring by leaps and bounds.  And I can tell you we have an office with full time agents here 7 days a week to respond to those buyers when they are ready to view properties. I can tell you that what other firms might spend in franchise fees we can dedicate to marketing and have cutting edge technology at the fingertips of buyers in the market for a Lake Sinclair home.  

I can also tell any seller who chooses to hire my independent company to represent them that no matter what agent in my office is hired they get me too and their house will be marketed well.  I did not use the screen shots in this post to show you, but I do have screen shots that I can show any seller in my office that sometimes buyers type the name of another firm (including the franchise ones) and end up clicking on my site.  I can tell you, that I'll be working hard to keep this happening every single day.

Posted by

706-485-9668  us on facebook

Tammy@Lake-Sinclair.com

(Click on Lane Realty Logo for web site)

Tammy Lankford, Broker/Owner

 

Broker License # 169695  Lane Realty License # H-11420

Real Estate Instructor License # 355089

Call me today for all your Lake Sinclair real estate needs.

 Search for homes on Lake Sinclair now

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Comments (54)

Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

Since becoming licensed in 1981, I have worked the lion's share of years for one franchise or another.  However, recently, my broker decided to go independent. When I stopped to think about it, the training I got as a rookie from Centuy 21 was valuable to me.  The referral network was an important asset the franchise had.

However, in recent years referral networks are more easily obtained via social media. For example, I know agents all across the nation from being right here on ActiveRain!

Apr 05, 2014 11:29 AM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC
The RIGHT CHARLOTTE REALTOR!

Tammy, I often get 'seconds' who thought INITIALLY that they needed to go with a national or a big box brand - they knew the name but, they didn't know the service they were going to get.  

Like your brokerage, we consistently sell more per agent than any of the big box brands.  They rely on sheer volume of agents while we rely on the quality of our full-time, full-service agents.  People find us by searching online and reading testimonials...and yes, sometimes it's after a failed attempt with a big box brand.  

And, yes, they get RESULTS with us!!

Apr 05, 2014 12:30 PM
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

Carla- that's absolutely true

Bob- I think my agents feel the same way

Lana- I think the experience can be more different for agents than for clients.  My independent, unlike many, does offer a great training program for new agents.

Kathleen- and that's why I am trying to point that out to my potential sellers

Barbara- exactly my point... it's not about a brand someone recognizes, it's about the people behind it.  Thank you.

Fred- I have no point of comparison for that issue at all.  

Toni- all real estate is local, and I agree it's really about the people

Michelle- nice to hear since I've never "been there, done that" and have no point of comparison

Laura F- I decided to delete your ad from my post.  Write your own post

Joe- I elected to delete that comment... it seemed like a bit fat advertisment for her and her brand on my public post and well that does violate the terms of service at AR

Maria- I consider it a pay it forward.  I'm inspired by others here all the time.

Andrea- very deep roots LOL... and by the way I just heart you.

Mike- and I don't dis them either, but I pride myself on keeping up to keep my sellers homes promoted well.

Rob- the seller who asked could care less about the agent's experience, only hers

Myrl- I agree the referral network has indeed changed for many with the advances of social media

 Debe- thank you and absolutely I put service first and their experience should be a sale and an easy transaction for them at that.

Apr 05, 2014 12:54 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher
I'm sure as heck that they do gain valuable personal attention. :) Love and light, Laura.
Apr 05, 2014 01:43 PM
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Tammy, as an agent, I do hang my license with a franchise company to reap the benefits of the systems, education, training in place - however, finally people want to work with me as me and not with the franchise company for sure.

Apr 05, 2014 02:53 PM
Jane Peters
Home Jane Realty - Los Angeles, CA
Los Angeles real estate concierge services

I know people who want the "name" think that everyone in that franchise works together helping each other which is absolutely not the case. We all work on our own no matter where we hang our license and many at those franchise companies don't have anywhere near the web presense of us independents - in my case I just hang my license at a lesser known company that does not take every last penny from the work I generated.

Apr 05, 2014 03:29 PM
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Good for you, Tammy.  Many don't realize that the key is the agent not the big box name of the company which more as a branding tool for the brokerage to find clients.

Apr 05, 2014 07:03 PM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Both offer value and the client has the choice...My little operation is devoted 24/7

Apr 05, 2014 10:55 PM
Patricia Kennedy
RLAH@Properties - Washington, DC
Home in the Capital

Hi, Tammie!  Just wanted to let you know that I included this post in today's Last Week's Favorites. 

Apr 05, 2014 11:26 PM
Hella M. Rothwell, Broker/Realtor®
Carmel by the Sea, CA
Rothwell Realty Inc. CA#01968433 Carmel-by-the-Sea

Tammie: I always show up alongside the big brand agencies as well, yet all results come to me and not the tens of agents that belong to them. 

Apr 06, 2014 12:55 AM
Mary Douglas
United Country Ponderosa Realty, Red Feather Lakes, Colorado - Red Feather Lakes, CO
REALTOR, Red Feather Lakes, Colorado

Great question from your seller and a great answer Tammy!  You have the results to prove that the brand, by itself, doesn't matter- what matters is the quality of the service and marketing and results you can provide to your sellers

Apr 06, 2014 01:51 AM
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

Laura- that they do

Praful- I agree it can be different from an agent stand point, strictly a consumer question here though.  

Jane- which is why I have said no every time a franchise offered to buy my location and business

Debbie- like me, local names can certainly be a recognized brand. Like someone seeing your purple car and going...hey, it's the flooring girl.

Richie- 24/7 huh?  who needs sleep?

Thanks Patricia

Hella- I don't get ALL the results, but I get a lot in my niche

Mary- it's all about the results

Apr 06, 2014 04:18 AM
Lynda White
Bluegrass Homes & Farms Realty, Agent Know How - Louisville, KY
Admin. Mgr., Keller Williams Realty

Hey Tammy, I used to be office manager for an independent brokerage. Although they advertise as well as actively seek new business, they also enjoy the benefits of a stellar reputation, now for over 50 years. And their clients are fiercely loyal because they are well taken care of.

Apr 06, 2014 09:38 AM
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

Lynda- still nothing that a seller would NOT get when it comes to marketing their home.

Apr 06, 2014 09:49 AM
Lynda White
Bluegrass Homes & Farms Realty, Agent Know How - Louisville, KY
Admin. Mgr., Keller Williams Realty

I'm agreeing with you.

Apr 06, 2014 09:55 AM
Kent Simpson
Realty One Group Mountain Desert - Tucson, AZ
Real Estate Is About People

Just because someone spends the money to buy a McDonalds doesn't mean they know how to run it....or have a better product than the local favorite down the street that people will wait in line for!

Apr 06, 2014 03:00 PM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Tammy,

Your buyers and sellers are fiercely loyal! Why because they get excellent service and know and feel they are well cared for!!

Apr 06, 2014 09:07 PM
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

Kent- My favorite places to eat have always been the local places... what a great idea for a blog post.

Dorie- That's what we always aim for Dorie.  Can't say we've never failed, but we always try to make it right.

Apr 06, 2014 11:06 PM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC
The RIGHT CHARLOTTE REALTOR!

I love Kent's analogy! 

Apr 07, 2014 12:10 AM
Missy Caulk
Missy Caulk TEAM - Ann Arbor, MI
Savvy Realtor - Ann Arbor Real Estate

I've been with two national companies, didn't make one bit of difference to me or anyone. Sellers are hiring you, your experience and your knowledge of the local market. 

Apr 07, 2014 03:24 AM