DOES BRAND MATTER WHEN PICKING A REAL ESTATE AGENT?

You know the names, Coldwell Banker, Prudential, Re/Max, and Century 21. The list goes on and so do the ads, because national real estate brands blast away at consumers with marketing programs from TV spots and local signs to search engines and social media. But if you’re a buyer or a seller, does the brand name really matter?

Of factors that go into picking a real estate agent, some evidence suggests that brand name isn’t important. This according to the National Association of Realtors, only 3% of buyers and 4% of sellers report considering an agent’s association with a particular firm to be an important factor.  Clients just want to know that they are getting the same exposure as the national brands, and they are.  What they really care about is service, not the name on the door.  And smaller firms provide great service because the environment is less corporate.

Let me give you some real shocking Real Estate news. If we all were to assume that the Big names in Real Estate do most of the business (that’s because they are big) we would be totally wrong. Here are a few examples…let’s take New York City, the real estate capital of the world. The big guys are far behind, you see the names like Brown Harris Stevens, Douglas Elliman, Bellmarc Realty, Corcoran Wexler just to name a few. Now let’s go to Los Angles Stanford Raffles Realty, Westside Estate Agency, Jade Mills Estates and Peter Lorimer Group. When these agency’s started out they never lost sight of what made them Big.  SERVICE, SERVICE AND SERVICE.  The TV Brands as we call them are about one thing more corporate mentality.

Where is the playing field now? It is equal. In the past it was perceived that the TV Brands were getting a large portion of the business but now thanks to the internet, we are seeing that 95% of people search for their homes on line.  It really comes down to the Multiple Listing Service which dominates throughout the country.  The name or brand of the company is not as important anymore, and what matters most is the specific agent’s reputation, regardless of where the agents works.

Having said that,  where does Island Estates Realty fit into this scenario?  Since 1969 located on Island Estates * Consistently the Island’s Top Producing Office * Reputation Above The Rest * Performance Above the Level of the Corporate Brands *  Marketing Beyond Your Expectations - Professional Photography , Videos, Brochures, Glossy Postcards, New Interactive Floor Plan * Powerful Internet Presence  * New Cutting Edge Web Site with Hundreds of Links and International MLS