One of the by-products of having National syndicator sites like Zillow, Realtor.com, and others is that the real estate industry as a whole began to see that there was less and less value to national level brands. Franchisors have rapidly cut national advertising budgets over the last 15 years and their brands are nowhere near as strong as they were in their hey day.
Brands like RE/MAX, Coldwell Banker, and (despite what you would think from their latest rebranding effort) even Century 21 are aimed at agents and NOT at the public in general. Read that again. They are advertising with PRIMARILY the purpose of retaining and attracting agents and are worried FAR less about the branding impact on consumers.
When it comes to the mind of CONSUMERS, they by and large want a local expert they can trust. Simple as that. The old RE/MAX line that they have an expert in every town no longer applies. Consumers cannot RELY on that. They would rather know the AGENT that they are working with and if they do not know one, they tend to focus on PEOPLE they find that have helped others.
Franchisors are not efficient at training to provide quality control. They can offer bells and whistles but not consistency. A local independant broker can do this. Especially in a niche or unique marketing opportunity. Combining LOCAL and EXPERT can yield a branding advantage that is strong and lasting in the consumers’ mind.
There are three keys to making your brokerage brand as THE place for local real estate experts:
- You have to take EVERY opportunity to promote the area where you live. You need to be the biggest fan and the most unabashed supporter.
- You need to take EVERY opportunity to network with other local small businesses. Promote them, help them and ask them to do the same for you.
- Train your team and your agents relentlessly to serve local needs and promote the results of that relentless effort.