Does Brand Really Matter

Does Brand Really Matter

When it comes to choosing a Real Estate agent, brand could play a part in who the consumer goes with. But that is definitely not always the case. According to the National Association of Realtors, when consumers were asked how did they find their real estate professional, 41% of buyers and 39% of sellers said that the referral of a friend, neighbor, or relative influenced their choice. Only 4% of the time did buyers choose their real estate professional by walking into or calling a specific real estate office. 

According to the same NAR study, the majority of sellers (66 percent), as well as the majority of buyers (65 percent), only meet with one real estate professional before choosing with whom to work. Thus, it is the first to the table, not the one with the biggest company behind them, who wins the business. And, in those less frequent instances where sellers and buyers do interview more than one agent, only 3 percent of sellers and 4 percent of buyers said that the real estate professional’s association with a particular firm was a deciding factor in which real estate professional they choose. 

So it really doesn't matter which company you are with, the goal for real estate professionals, therefore, is to gain 
mindshare through their own branding initiatives, so that they are the first person who potential clients think about when they think about real estate.

Johnie Palmer
Halo Group Realty, LLC


Johnie Palmer Headshot
Phone: 214-869-6555
Dated: February 25th 2014
Views: 2,730
About Johnie: Welcome Johnie started his real estate career in 2007 during the economic downturn, and has been ...

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