Atlanta, GA—Wynd Realty is the first real estate brokerage company in Atlanta to offer its agents a program that allows them to brand and advertise their services independently of broker affiliation.
Under the program, simply known as “the DBA Program”, agents can create and market their own realty companies as their own brand. Traditionally, agents have been tied to their Brokers for both marketing communications and identity branding. But, under Wynd’s DBA Program, Jane Doe can create, build and market Jane Doe Realty or any other name she wants to use as her corporate identity. She can create a logo, print literature and build a website all under the brand she chooses.
“This is really an extension of our Micro Broker concept and it highlights how the Brokers role has become, at least at the consumer level, a background function”, said Jeff Bergstrom, Managing Broker of Wynd Realty. Wynd believes the consumers’ relationship with the agent is far more important than the relationship the agent has with whichever Broker they are associated with. Recent surveys appear to back that claim. Consumer Reports states there is little or no difference between brokerages big or small. And, Broker affiliation has no effect on an agent’s ability to service and realize new customers. Instead of the Broker being front and center and sharing in a percentage of the revenue, Wynd Realty’s unique business model moves the Broker to the background where they can charge a simple flat fee. “From a marketing standpoint we simply get out of the way of our agents and their marketing efforts. Traditional brokerages don’t operate under that business model”, noted Bergstrom.
“I believe agent branding has a huge potential for growth. New realty companies could literally sprout up over night. They could specialize in particular areas, types of real estate and types of buyers. And the result is the playing field between a multi-billion dollar franchise operation and a single agent branding a specialty would be leveled, said Bergstrom.
Another factor helping the development of DBA companies is technology. Websites used to be very expense and almost impossible for the novice to update. Today, professional looking websites are readily available for under $20.00 a month and if you can edit a Word document you can edit a webpage. Providing consumer access to the MLS (Multiple Listing Service) system used to be cumbersome and expensive. Today, an agent’s website can easily integrate an area’s MLS information and the ability to do so is now free.
While Wynd Realty is very excited about its DBA Program, it’s quick to point out the Program isn’t for everyone. Agents have to have a certain degree of drive to make their company happen. Fortunately, the DBA Program helps agents focus. “When you are just another agent in a sea of agents you can tend to get lazy. But, when it’s your name on the sign it helps bring clarity to your mission”, said Bergstrom.
Wynd Realty, located in Atlanta Georgia, was founded in 2008 and has over 180 agents. To read more about Wynd Realty and the Micro Broker concept, contact Jeff Bergstrom at, 404-933-4017 or visit their website: www.WyndRealty.com Micro Broker is a trademark of Wynd Realty