Even though agents rely extensively on their own personal branding and connections with the community, does having a big brand behind you help you get more listings, clients and sales?
LJ Hooker’s Grant Harrod says the power of brand in real estate cannot be underestimated.
“Ultimately, we’re dealing with a consumer marketplace that makes decisions with trust being one of the most critical factors, and trust comes from things you know,” he says.
“Trust comes from recommendations, from past experiences that that’s where brands can be very powerful. Whether it’s the motor vehicle industry or the hospitality industry, brands are central to decisions made by consumers, by buyers.
“So brands are really important and you can never overlook that.”
Mr Harrod said branding in real estate is not about ego and that’s where real estate networks can help agents get the balance right.
He also noted that while there are some strong independent operators in the marketplace, some do not know just how powerful and helpful a branded network can be to their business.
“It’s interesting because when we chat to independent operators about possibly joining our network, what strikes us most is what they don’t know ... what they don’t know is available.
“They’ve obviously made a decision about which journey they will undertake and then you say to them, ‘Look, well, these are the sorts of things you can get’, and then it does open their eyes and they realise, ‘Well, maybe the perception I had about the big network brands was probably not complete’.”