Ask An Ambassador: It's What YOU Do That Matters

Real Estate Agent with RE/MAX Elite 513.520.5305 SAL.2002007747

Once upon a time...

And thus starts many fairy tales.  Meanwhile we're working in reality, a reality that often doesn't mesh with various sales pitches.

While it may be true that some consumers use brand name to find their agent (we've been at the end of a "RE/MAX agents near me" search results that have led to business), I believe more and more consumers no longer give a flip about brokerage brands.

Yeah, I know this runs counter to all the brokerages spending billllyyyyyuuuuns of dollars trying to sway people into believing ONLY WE HAVE THE BEST AGENTS, but I don't think any of us can claim that brokerages don't occasionally get a rotten apple in their barrel.

So what really matters?

I think it comes down to YOU.

How YOU do business.

How YOU present yourself, be it on social media, in person, on your websites, etc.

How YOU demonstrate expertise.

Do YOU respond when contacted?

How YOU show the consumer it really IS about THEM.

And if YOU have a niche that is in demand?  Even less reason for a consumer to care about what banner you fly.

It's what YOU know that sets you apart from your competition.

I'd bet there's not a single home buyer searching "RE/MAX agents who sell Cincinnati patio homes"  (but if they do, I like our odds of topping the search results!).

They're looking for INFORMATION, and if YOU provide it, and then you execute the fundamentals, the chance something good will happen is much better than just relying on your broker's brand to attract business.

Sure, I'll take any incremental business that falls in my lap because of brokerage brand, but it's not what I count on to have a good year.

So what do YOU do?

Until next Tuesday, just Ask An Ambassador if you need help,

Bill & Liz aka BLiz

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Serving Warren County Ohio & Adjacent Areas


The Liz Spear Team of RE/MAX Elite
Elizabeth Spear, ABR, CRS, Ohio License SAL.2002007747

William (Bill) Spear, CRS, Ohio License SAL.2004011109  Kentucky 77938
Ask for us by name if you visit the office!

EHO Two locations: Lebanon & Mason, OH
Bill Direct:  513-520-5305
Liz Direct: 513-265-3004     
Fax: 866-302-8418


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Comments (29)

Debbie Durkee
RE/MAX T-town - Tulsa, OK
ALC, CRS -- Land & Country Estates near Tulsa

So true!  When I left Coldwell Banker a year ago and went to RE/MAX, I explained to every one of my listing clients that the listings belonged to the broker.  However, they could follow me if they chose to do so.  Every one of my clients chose to release the listing with the old brokerage and list with the new brokerage, saying, "We chose to work with YOU, not with Coldwell Banker.  It doesn't matter where you work, we want YOU."  It was very gratifying, but a ton of work at Christmastime.  My previous broker was furious because I took ten listings with me.  It really helped me to get through the COVID-19 pandemic to have those listings.  Thank you, God, for the loyalty of my wonderful clients!

Jan 06, 2021 06:01 AM
Liz and Bill Spear

There's some element of trust established with the agent, and if we're working with clients and walking the talk, they're going to follow from office to office to keep what they trust.

Jan 06, 2021 06:58 AM
Wanda Kubat-Nerdin - Wanda Can!
Red Rock Real Estate - St. George, UT
So Utah Residential, Referral & Relocation REALTOR

Having made a move to a new brokerage last year after 10 years, my loyal Clients for Life cheered me on! I agree Bliz, that it is more about the individual rather than brokerage (most of the time) and keeping in touch so you are in front of them.

Jan 06, 2021 06:39 AM
Liz and Bill Spear

The agent is the interface, communicate well and you can get through a lot of bad stuff and still have their loyalty.

Jan 06, 2021 06:58 AM
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Yes, initially the confidence a certain brokerage gives certain clients might open a few doors, but in the end, it's all you. 

Jan 06, 2021 07:33 AM
Liz and Bill Spear

I've had the RE/MAX brand go both ways.  Some want the brand, I've had others tell me because of a past bad experience with an agent with the same brand, they've banned ALL of us.

Jan 06, 2021 08:50 AM
Chris Ivy
Ivy Vine Investments - Memphis, TN
Sell Your House Fast For Cash In Memphis Tennessee

Great post and I like the above statement Liz & Bill!


They're looking for INFORMATION, and if YOU provide it, and then you execute the fundamentals, the chance something good will happen is much better than just relying on your broker's brand to attract business.

Jan 06, 2021 07:35 AM
Liz and Bill Spear

We try to set the table with things that appeal to consumers without an agent.

Jan 06, 2021 08:51 AM
Wayne Johnson
Coldwell Banker D'Ann Harper REALTORS® - San Antonio, TX
San Antonio REALTOR, San Antonio Homes For Sale

Liz and Bill Spear I agree with your sentiments. Consumers generally do not care as much about the brokerage, it is more about the service delivered.

Jan 06, 2021 07:50 AM
Liz and Bill Spear

To me, it's a personal connection combined with the knowledge they need for their specific real estate needs.

Jan 06, 2021 08:55 AM
Steffy Hristova
HomeSmart Elite Group Tempe AZ Tel: 480-966-9353 - Tempe, AZ
Tempe AZ Realtor - Your Home Close to Your Work!

Liz and Bill, I love your posts - always inspiring and thought-stimulating. If we just those questions often enough during our business planning the results will always be better.


Jan 06, 2021 09:36 AM
Liz and Bill Spear

I try to make it worthwhile for people to read our posts.

Jan 06, 2021 02:59 PM
Bo Kociuba
McGraw Realtors - Mustang, OK
Realtor - Mustang, Yukon & OKC Metro 405-812-1572

How true ... good read Liz and Bill Spear ..
As the saying goes - we do business with people we like. Brokerage brand might be a starting point. But after that I believe everything is based on you as a person/agent - our own brand. I hope that our MLSs will start recognizing that the world is operating on brands. For some reason though we have our hands tied to become one. 

Jan 06, 2021 11:22 AM
Liz and Bill Spear

No matter how good the brand is, if the agent doesn't execute, it's over.

Jan 06, 2021 03:00 PM
Number Cruncher LLC - Overton, NV
Helping Taxpayers Resolve IRS problems

This post is making me really think!  Thank you for sharing Liz and Bill Spear 

Jan 06, 2021 11:46 AM
Liz and Bill Spear

You're welcome!

Jan 06, 2021 03:00 PM
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376

Liz and Bill Spear I could not agree with you more that is why I have become a Homestarr . Have a great day and talk to you soon 

Jan 06, 2021 02:00 PM
Liz and Bill Spear

If a brokerage doesn't provide adequate perceived value for the fees charged, why should an agent stay?

Jan 06, 2021 03:00 PM
Anna Banana Kruchten CRS, CRB, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ

Hi Bill people are looking for information and great service as well.  I just now got off the phone with a AR referral and I can tell the client is a really good fit for us and likes our style and way of doing business. As for brand.....I don't think it's brand folks are looking for, most of them.

Jan 06, 2021 04:23 PM
Liz and Bill Spear

I think most are looking for someone they can trust to take care of them.

Jan 07, 2021 08:15 PM
Charles Stallions
Charles Stallions Real Estate Services - Pensacola, FL
800-309-3414 - Pensacola, Pace or Gulf Breeze, Fl.

I was with a big name company one time for 5 years and after a couple consumers came in over time and ask for the broker and when they met him they you're not Charles Stallions, he was upset. But when the other agents there thought I have bought the company unbeknowst to them me really got upset. Many people in our community always thought I owned it. Point is as you say no one is looking for Mr. Big Box they are only interested in their agent or what someone can do for them. 

Jan 07, 2021 05:03 AM
Liz and Bill Spear

Amazing what happens when you know how to generate your own business and draw attention to yourself! :)

Jan 07, 2021 08:16 PM
Joe Jackson
Keller Williams Capital Partners Realty - Columbus, OH
Clintonville and Central Ohio Real Estate Expert

This is so true! Thanks for sharing this! 

Jan 07, 2021 06:11 AM
Liz and Bill Spear

You're welcome!

Jan 07, 2021 08:16 PM
MaryKay Shumway
The Kellstrom Ray Agency, Inc. (Est. 1948) - Sister Bay, WI
Door County Wisconsin's Real Estate Expert

So incredibly true, and your referrals also follow you.  You're only as good as yourself, and never, never trust your brokerage to be your business source.

Jan 07, 2021 10:26 AM
Liz and Bill Spear

We learned long ago, what a brokerage gives, a brokerage can also take away.  Know how to generate your own business if you want to last.

Jan 07, 2021 08:17 PM
Gwen Fowler-864-638-3599 SC Mountains Lakes Homes
Gwen Fowler Real Estate, Inc - Salem, SC
Gwen Fowler Real Estate, Inc.

So true,  it really is how you conduct yourself. Taking a few seconds to really think out what your next step is can determine your success 


Jan 07, 2021 12:47 PM
Liz and Bill Spear

And over the last couple of days, a few folks have forgotten how to conduct themselves.  I'm snoozing, unfollowing and unfriending.  The value proposition finally tilted too far to the negative.

Jan 07, 2021 08:18 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Bill:

There is so much truth to what you say. No doubt there are some buyers and sellers who are brand-loyal but if you do right by your buyers and sellers they will likely be loyal to you.

Have a great weekend!


Jan 08, 2021 12:15 PM
Liz and Bill Spear

We've encountered some (more so in the past than present) that were brand loyal.

Jan 08, 2021 08:50 PM
Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

The school is only as good as the teacher your child gets. The hospital is only as good as the doctor or nurse. And the Brokerage is only as good as the agent you work with. Nice post Liz and Bill Spear 

Jan 08, 2021 07:06 PM
Liz and Bill Spear

True to all of that!

Jan 08, 2021 08:50 PM
Elyse Berman, PA
Best Connections Realty, Inc. - Boca Raton, FL
Boca Raton FL (561) 716-7824 CRS, ABR, GRI,ePR

So true Bill.  Margaret Rome Baltimore 410-530-2400 said it perfectly!

Jan 12, 2021 02:51 AM
Liz and Bill Spear

Margaret nailed it!

Jan 12, 2021 06:12 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I’m coming back to this one and realizing that it all matters to all of us so much. Pretty much invaluable! :)

Jan 12, 2021 06:23 PM
Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

Liz and Bill Spear Thanks for inspiring my latest post! Your Brand Is You.

Jan 14, 2021 04:16 PM
Lynn B. Friedman CRS Atlanta, GA 404-939-2727
Atlanta Homes ODAT Realty - Love our Great City - Love our Clients! Buckhead - Midtown - Westside - Atlanta, GA
Concierge Service for Our Atlanta Sellers & Buyers

Liz and Bill Spear  Another insightful post - over the years on AR I have enjoyed following you and your successes! All the best - Lynn

Jan 16, 2021 06:36 PM