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I can't say this really is important. In the end, consumers aren't buying Re/Max, Coldwell Banker, Keller Williams, Prudential, or whatever they're buying YOU. Some of the most successful agents in my area aren't even associated with a major brand.
As evidenced by the fact that there are at least 40 agents in every market who all claim to be #1.
Mike, all real estate is local. You are correct, but if the whole truth on a national or worldwide basis means anything then indeed, your sentence about consumers not buying is wrong. Yes, in any given day, the evidence is that one brand's agents averaged over 16 transactions per year in the US while the NAR showed an average of only 12 transactions.
Mike, all real estate is local. You are correct, but if the whole truth on anational or worldwide basis means anything then indeed, your sentence about consumers not buying is wrong. Yes, in any given day, the evidence is that one brand's agents averaged over 16 transactions per year in the US while the NAR showed an average of only 12 transactions.
It does not mean anything except to the owners and managing brokers of the franchise, regardless of brand.
Because McDonalds sells 16 burgers to Burger King's 12 doesn't make Mac's burgers any tastier. In fact, Mama Cole's homemade burgers at sales of .0000000000001 to every MacDonald's may be far superior. Spare me all the chest-thumping and race for a meaningless statistic.
"... carrying signs, Mostly say, “Hooray for our side.” ___Buffalo Springfield
It does not mean anything except to the owners and managing brokers of the franchise, regardless of brand.
Mom, you can believe that all you want, but there is independent proof that you have been fed a line of self-serving mis-direction.
If you don't believe "branding" is extremely important, then I recommend you watch your local tv tonight. Odds are that most of the advertisements will be local car dealers selling their national brand. Odds are very much against you seeing the independent used car dealer's advertisement. Yes, the local dealer gets co-op money, but 100% of that co-op money comes from the dealer's personal sales volume. Usually $300 to $500 of every car sold is returned to the dealer.
Yes, you are correct, but show me the number of top producing, independent, non-aligned, individual brokers in your town, then compare the number of top producing, branded (yes, even local brands count), aligned agents & brokers in your community.
Individual branding does not work, and I can prove it over and over and over.
Because McDonalds sells 16 burgers to Burger King's 12 doesn't make Mac's burgers any tastier. In fact, Mama Cole's homemade burgers at sales of .0000000000001 to every MacDonald's may be far superior. Spare me all the chest-thumping and race for a meaningless statistic.
"... carrying signs, Mostly say, “Hooray for our side.” ___Buffalo Springfield
Actually, for some reason, I always think of "Exw tria arxidia."
I remember when I used to work for Cingular/At&t we used to have an ongoing rivalry with Verizon and went back and forth trying to establish dominance over the other guy. I think back on it now and have to shake my head thinking how childish and irrelevant it actually was. This thread mirrors that identically.
This thread reminds me of some of the propaganda Prudential gives us to use as part of our CMA packages. One page says "Prudential is the fastest growing real estate franchise" and the other says "Prudential has the highest average selling price of any major brand" and of course there are eye catching graphics and numbers to back those claims up. No one and I mean NO ONE in my office uses these pages because we've found none of the consumers give a rat's posterior. The "highest average selling price" might be a nice page to use but the median sale price quoted in the chart for Prudential is in the 300's and the median sale price in this town is $650K. A page I have to explain because of numbers that don't line up is not going to impress anyone.
I agree that being associated with a known brand name helps but only to a point. They all claim to be #1 in some capacity so I don't see the point in arguing about it. If KW turns out to be wrong about this then their statisticians will just find another metric so that they can sey they're #1. So, what's the point?
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