Does Branding Matter?

Real Estate Agent with The Romanski Group/ Keller Williams Realty

In a world filled with brand after brand, the question should be asked, "Does Branding matter?". If you see golden arches, you know what restaurant you are likely headed towards. If you see a smooth and rounded looking checkmark on a pair of shoes, you know you're likely getting a solid brand of shoes. But when an individual is inundated with brand after brand, does a real estate agent's "brand" really matter when there are likely hundreds of other real estate brands out there? 

Image courtesy of states that in order to determine whether branding matters, you have to decide how you are competing. Are you competing based on your price (in our case commission)? If so, your brand is not as important. If you are competing with others in your industry based on services, again, your branding isn't as important. Market the services, not the brand. However, if you're marketing based on reputation, word of mouth, or based on who does and does not know you, then branding really does matter!

Image courtesy of:


We have some local branding companies that keep asking, "Why are real estate agents so obsessed with using their photo on everything?" It's because we want people to recognize us. Because even though we may attach a specific logo or company brand to our real estate companies, it's important that people know who they are doing business with and they get to know us. Are we overdoing it with photos on all of our branding? Probably. 


Is branding important? We are an industry that relies on referrals, word of mouth, and relationships. So, yah...Branding does matter. While the commission is not fixed, we have little wiggle room. Services can only carry a real estate agent so far before you're no longer a real estate agent and in an entirely different job category. So, yah, branding really does matter. That's why we are willing to invest hundreds if not thousands of dollars into websites, logos, signs, banners, billboards, etc. So that people know us. 


Image courtesy of

But here's the important part about branding. If branding is not an accurate representation of the company, organization, or individual, the branding will be meaningless. The branding has to be an accurate reflection, otherwise the discontinuity will be so prevelant that it will replace the brand you're trying to establish.


Comments (21)

Troy Erickson AZ Realtor (602) 295-6807
HomeSmart - Chandler, AZ
Your Chandler, Ahwatukee, and East Valley Realtor

Love the photo of the agent with his business card. I would have to agree that most agents need to separate themselves from all the others, and one way of doing this is by their branding.

Nov 11, 2014 02:30 AM
Jeff Bergstrom
Wynd Realty - Atlanta, GA

Agent branding yes.  Franchise broker branding, no.  Nobody cares which "franchise" you work with.  Nobody every says, I wil only talk to Remax agents.   Agents should not promote their broker at the expense of their own marketing.   

Nov 11, 2014 05:42 AM
Gary Rossignol

Agent branding is very important to me. Something outside the box that will catch peoples attention. I am becoming known as "Greater Cincinnati's Rock n Roll Realtor". That goes with my radio show The Rock & Roll Real Estate Hour broadcast each Saturday morning and more & more listeners are tuning in. It has taken 3 years to establish that brand. We are just on the tip of the iceberg with that.
I do get a lot of recognition of the Berkshire Hathaway name and the affiliation with Warren Buffet. Lots of people relate to that as well.

Nov 11, 2014 10:34 PM
MOrris "Bill" Austin

Branding is important for us Realtors. I completely agree each of us individually must promote ourselves above our broker's name. We are however required, in some ways, to co-market our brokers according to advertising rules dictating our businesses.

Nov 11, 2014 10:38 PM
Dana Basiliere
Rossi & Riina Real Estate - Williston, VT
Making deals "Happen"

Branding is Good but once you establish yourself then the reputation should carry you through.

Nov 11, 2014 11:33 PM
Eve Alexander
Buyers Broker of Florida - Tampa, FL
Exclusively Representing ONLY Tampa Home Buyers

I have been in business 25 years and remember when sellers would only list with big name offices.  Since then, that illusion has died and I see more and more smaller offices having their share of business. 

No more do I see one office dominating anything.

It used to always be important to have a big storefront...not so much anymore as offices are going smaller with most agents working out of their home office.

I no longer see branding as important as differentiating yourself...


PS:  love the picture, I think I know him...

Nov 12, 2014 12:40 AM
Darrin Rawls
Real Estate One - Royal Oak, MI

Great advice. I think branding is very important. People definitely feel more comfortable with someone they can see. Your brand can make or break a career in Real Estate.

Nov 12, 2014 12:41 AM
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

That is a hysterical photo, and a brilliant message. And I see it a lot where something turns out quite different than your expectation.

Nov 12, 2014 01:02 AM
Kat Palmiotti
406-270-3667,, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

Marketing matters and branding matters if the goal is to get people to remember you.

Nov 12, 2014 01:38 AM
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Your point is driven home in words and photos.  Marketing matters!

Nov 12, 2014 02:24 AM
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

Great post and I do think it is important to use our photos.  Love the photo you crop for the head shot.  Ain't it the truth.  There is a reason I don't want a video phone.

Nov 12, 2014 02:29 AM
Mike McCann - Nebraska Farm Land Broker
Mike McCann - Broker, Mach1 Realty Farmland Broker-Auctioneer Serving Rural Nebraska - Kearney, NE
Farm Land For Sale 308-627-3700 or 800-241-3940

The photo I have next to these words is only a few months old.  And it is an accurate reflection of who I am and what I do.  I sell Nebraska Farm Land. 

I Still think branding is important and I know agents in Real Estate and Insurance who are using 15 to 20 year old photos. Imagine the surprise someone gets when they walk in and they see grandma or grandpa!!

Nov 12, 2014 02:48 AM
Scott Gleason, CRS
Coldwell Banker Realty - Westfield, NJ
Westfield NJ New Homes Specialist

Yes, branding is important.  People need to be able to see your logo and/or photo and know exactly who you are and what you do.  Funny business card photo.  Thanks for the laugh.

Nov 12, 2014 05:20 AM
Liane Thomas, Top Listing Agent
Professional Realty Services® - Corona, CA
Bringing you Home!

Branding ourselves is the way of the future. No one cares where we hang our license.

Nov 12, 2014 08:08 AM
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Great Post!  Yes ... I agree with all of the above ... Branding does matter.  But our picture is also important.  I loved the last photo - made me chuckle!

Nov 12, 2014 03:04 PM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

You raise some interesting points. Obviously the RE/MAX balloon is a great example of branding. For individual agents I think the answer to that question might be a bit more murky.

Nov 12, 2014 08:10 PM
Keith Whited
RE/MAX Gateway - Alexandria, VA

Love the last photo - great branding for 'Jack, of all trades.' and YES - branding DOES matter!

Nov 13, 2014 01:35 AM
Greg Mona
West USA Realty - Scottsdale, AZ
Professional Real Estate Representation for YOU!

I believe that we DO need to brand ourselves so people can recognize us.  Sure, we have our joint and individual photos on almost all of our advertising, but we have also spent a lot of time and effort creating a logo that is unique, recognizable and stands out as well.  As others have already commented, this may not be as necessary after you've been established in your market for many years, but to me it is vital at first.

Nov 13, 2014 01:40 AM
Karen Fiddler, Broker/Owner
Karen Parsons-Fiddler, Broker 949-510-2395 - Mission Viejo, CA
Orange County & Lake Arrowhead, CA (949)510-2395

I think the bottom guy is going to be my new agent. LOL. I do think branding is important, but not the brokerage, we are notorious for moving around. 

Nov 13, 2014 02:00 AM
Travis "the SOLD man" Parker; Broker/Owner
Travis Realty - Enterprise, AL
email: / cell: 334-494-7846

When I was getting started in Retail as a 21 year old store owner, I discovered that Branding was HUGE!

Nov 14, 2014 09:52 AM