I recently attended a large national real estate company conference – the name of the company is irrelevant. (In some ways they’re all the same: the expo hall full of vendors hawking their wares, the agents and brokers and staff decked out in company colors, the shirts and bags and hats and jackets with their company name or city emblazoned across the front in rhinestones, the endless talk of listing presentations, new technology, prospecting and lead generation, and numbers, numbers, numbers.)
I started thinking: in today’s real estate world, how important is it to choose the right brand affiliation? For me, I’ve worked hard to become my own brand (more on that here). I am affiliated with a large national franchise and have been since before I had my real estate license when I was an unlicensed assistant, but I’ve never been of the opinion that the choice I made about company affiliation could make or break my business.
In fact, most of my clients probably couldn’t tell you with which franchise I am affiliated; regardless of what that might mean to me, it doesn’t make a mite of difference to them. What matters to them is the service I give them and the results they see, how communicative I am, how well I respond to their needs, whether I deliver on my promises…in short, how well I help them fulfill their real estate needs.
But as I looked around the big-box national conference, I saw that to some of the attendees – similar to those at other large national companies – this brand affiliation is very important to them. It drives them. It gives them a sense of belonging, a sense of place in the industry.
So back to my question: how important is your company affiliation to your business, to your identity as a real estate agent? How important was that decision to you (aside from the financial considerations of franchise fees, desk fees, commission splits, etc.) and to your business? Where did that decision fit in the grand scheme of things?