Comments on: The Brand Illusion

By: Brandon L. Penny

Brandon L. Penny — Wed, 01 Jun 2011 20:05:45 +0000

While I certainly agree that a client chooses an agent based mostly on characteristics having nothing to do with the company that agent works for. Why is it that certain companies in any given market tend to have the largest market share? If it is not brand recognition, then why do they have so much more of the inventory?

By: Karen Corcoran

Karen Corcoran — Wed, 01 Jun 2011 14:08:36 +0000

Amen…we popped the big balloon after over 15 years with the franchise, and it really didn’t matter to our clients, or production numbers. It DID matter to our agents, they are able to spend those franchise fees/corporate membership “dues” on marketing their good work ! This is a person to person business, and this survey reflects that! Thank you.

By: Choosing A Realtor®- Do You Choose The Brand Or The Person?

Choosing A Realtor®- Do You Choose The Brand Or The Person? — Mon, 23 May 2011 02:04:02 +0000

[...] more information, check out these two blogs HERE and HERE. They have a lot more information on this topic and may help prove to you that the brand [...]

By: An Open Letter to Larry & Sergey | Google Real Estate 1.0 | Professional One Franchising

Wed, 26 Jan 2011 21:50:05 +0000

[...] seems incapable of effecting the real change necessary to survive and thrive over the long haul. Brands – even the top ranked brands – don’t seem to carry any real cachet or [...]

By: P1Fran.com | Top 10 Posts for 2010 | Professional One Franchising

P1Fran.com | Top 10 Posts for 2010 | Professional One Franchising — Fri, 31 Dec 2010 14:26:01 +0000

[...] Media: Everyone has an opinion on how to optimize the ROI of Social Media. Here is ours…2. The Brand Illusion: For *most* people, brand doesn’t matter in real estate. This was the first and most popular [...]

By: P1Fran.com | Brand Irrelevancy Lemonade | Professional One Franchising

P1Fran.com | Brand Irrelevancy Lemonade | Professional One Franchising — Fri, 26 Nov 2010 16:56:46 +0000

[...] a LOT about the issue of branding in real estate.In fact, two of our most widely read posts – The Brand Illusion and The Brand Illusion Part 2 – are about this very issue.On July 29, 2010, we published a [...]

By: Real Estate Insanity: Airing the Dirty Laundry | Plymouth Michigan Homes for Sale & Plymouth Michigan Real Estate

Thu, 09 Sep 2010 22:00:11 +0000

[...] What amazes me is that this statistic is not secret, private information. Local REALTOR® associations offered up those stats. What is further mind blowing, as one who is rabidly concerned about professionalism in our industry, is the fact that a “respected/recognized” real estate brokerage would brazenly and openly advertise that they want agents NOT dedicated to the real estate profession to “work” in their office and represent their brand… [...]

By: Does Real Estate Brand Matter?

Does Real Estate Brand Matter? — Sun, 23 May 2010 16:26:13 +0000

[...] interesting video asking the very question and then read the excellent posts of The Brand Illusion Part One and Part Two on Professional One [...]

By: You Spoke... We Listened. | Professional One Real Estate

You Spoke... We Listened. | Professional One Real Estate — Fri, 21 May 2010 13:28:25 +0000

[...] You want the real estate industry to be “honest, trustworthy” and have a “good reputation.” [...]

By: Mike Taylor

Mike Taylor — Thu, 29 Apr 2010 10:27:48 +0000

Great article and I couldn’t agree more. I think we are going to see more and more agents realize this over the coming years and either start their own companies or affliate themselves with smaller brokerages offering better splits and running more efficiently. What is funny is that the consumer is way ahead of the agents on this one. Most agents still don’t get it that brand matters so little nowadays. They will come around.