Powered by MOMENTUM MEDIA
realestatebusiness logo

Breaking news and updates daily. Subscribe to our Newsletter!

Home of the REB Top 100 Agents
Breaking news and updates daily. Subscribe to our newsletter

Website Notifications

Get notifications in real-time for staying up to date with content that matters to you.

Growing conflict between personal and office branding, says one expert

By Eliot Hastie
07 May 2018 | 1 minute read
conflict, challenge, branding

There is a challenge facing the industry, and that is the divide between operating as an individual and as an office, according to one expert.

Tom Panos, a recognised real estate trainer, said that what is happening to the real estate industry is known as the hairdresser effect.

“What happens is the hairdresser effect; when the hairdresser goes so does the customer, and that is what has happened in real estate. Real Estate sales agents have control of people,” Mr Panos said on his Facebook Live series.

Advertisement
Advertisement

He said that the divide was causing conflict between personal and office brands.

The real estate coach said: “What’s happened is the personal brand of the office has been affected because every single agent now has their own personal brand.

“On the one hand, you want office brand presence; on the other hand, the sales person cares about their personal brand.”

Mr Panos said that social media had allowed agents to create their own brands despite what this may mean for the business.

“Each person focus[es] on their own personal brand which might not be aligned with the business strategy of the office,” Mr Panos said.

He placed part of the issue in the hands of companies, like realestate.com.au’s Agent Elevate for promoting the agent above the office.

“It allows the real estate sales person to invest money in their own personal brand online in a far easier way,” the coach said.

Mr Panos ultimately believes that despite the conflict, there are positives and negatives to the issue.

“I believe that you as an employee are an audience builder and the business benefits. I also see that the business can suffer if agents do ridiculous things,” the coach said.

Upon opening it to the commenters, Mr Panos’ followers seemed to agree that it had to be a mixture of both to be effective.

One commenter stated that “it’s a two-way street, so brand yourself and your company, people will be attracted to both.”

Another said that “both the individual and the business need to leverage each other’s brands”.

Growing conflict between personal and office branding, says one expert
strengthen 850x400
lawyersweekly logo
Rankings
rankings
JUST RELEASED
May 09, 2022

REB Top 50 Women in Real Estate 2022

REB is thrilled to present the Top 50 Women in Real Estate 2022 ranking, which sets t ... LEARN MORE

rankings
JUST RELEASED
May 04, 2022

REB Top 100 Agents 2022

Now in its second decade, the REB Top 100 Agents 2022 rankings are the most revered s ... LEARN MORE

rankings
JUST RELEASED
May 02, 2022

REB Top 50 Agents NSW 2022

Even a pandemic has not put the brakes on the unstoppable property market in NSW, whi ... LEARN MORE

rankings
JUST RELEASED
April 27, 2022

REB Top 50 Agents VIC 2022

The COVID-19 crisis has not deterred the property market in Victoria, which has been ... LEARN MORE

rankings
JUST RELEASED
April 25, 2022

REB Top 50 Agents QLD 2022

As the property market continues to roar in Brisbane and Queensland, the REB Top 50 A ... LEARN MORE

Coming up

rankings rankings
Do you have an industry update?

top suburbs

12 month growth
Mirador
103.33%
Bawley Point
98.13%
Walla Walla
90.7%
Byron Bay
86.67%
Kiama Heights
85.93%
Greta
84.14%
Nulkaba
81%
South Hobart
78.78%
Diddillibah
76.25%
Lennox Head
73.98%
SEE AREA REPORTS ON SMART PROPERTY INVESTMENT WEBSITE
Subscribe to Newsletter

Ensure you never miss an issue of the Real Estate Business Bulletin.
Enter your email to receive the latest real estate advice and tools to help you sell.