I have read a few articles that talk about the value of Realtors creating a "Brand Name" through the use of Logos and personal Advertising.
In Favor of creating a "Brand Name" is name recognition, creating a household name that people can remember that will help grow a real estate business. Promoters also say that any good and successful company establishes a "Brand Name" so what is wrong with Realtors doing it as well?
In opposition to "Branding" are those that say it promotes the Realtor and takes away from what the client really wants and is looking for. There has been much written about toyota.com and microsoft.com which are two extremely popular sites. If you go to either site there is nothing about the Toyota Chairman or Bill Gates. It's all about buying a car and technology. Opponents also argue that "who wants to see a Realtor promoting themselves" when we just want to buy a house? The other argument in opposition states that when this "Branded Realtor" goes to retire and sell his/her business who will want to pay them for buying their name?
Our local business newspaper ran a "man on the street" type article in which individuals could choose if they would work with a large well known bank or a small local bank. All but one of the 9 people asked said they would want a small local bank that cared aout them instead of the large bank that only cared about their company name and ego.
What is your opinion...Is "Branding" good or bad for the real estate industry? What do you really think the public wants?
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