{"id":1177,"date":"2019-01-08T16:17:00","date_gmt":"2019-01-08T16:17:00","guid":{"rendered":"https:\/\/www.realtrends.com\/blog\/2019\/01\/08\/brokerage-marketing-branding-machine\/"},"modified":"2025-03-13T02:17:58","modified_gmt":"2025-03-13T02:17:58","slug":"brokerage-marketing-branding-machine","status":"publish","type":"post","link":"https:\/\/www.realtrends.com\/blog\/2019\/01\/08\/brokerage-marketing-branding-machine\/","title":{"rendered":"Brokerage Marketing: Who Should Be the Branding Machine?"},"content":{"rendered":"

Who Should Be the Branding Machine?<\/h2>\n

It\u2019s time your agents were a powerful marketing force.<\/em><\/h6>\n

Your agents have left the barn! It is hard to find them, get them to sales meetings and keep them tethered to the mothership. It\u2019s time to round them up and let them become a powerful marketing force<\/a>.<\/p>\n

<\/p>\n

What Happened?<\/h4>\n

The rise of the unconnected, modern real estate agent was exacerbated by legal mechanizations and independent contractor rules. At seemingly that same time, a wide array of products, tools, services and lead generators arose that hinted that the modern agent could succeed with just their personal brand. Along the way, brokers got comfortable with agents doing their own thing\u2014as long as said agents produced results.<\/p>\n

Hold on\u2014don\u2019t these agents represent your company? Don\u2019t they represent your life\u2019s work building your company or nurturing a family business through the roller coaster years? And, if harnessed correctly, shouldn\u2019t these agents empower the brokerage and themselves?<\/p>\n

It\u2019s time to reclaim your position as the brand!<\/p>\n

Brokerage Branding<\/h4>\n

The term branding<\/em> came about from ranchers identifying their cattle. Then, in the last 1880s, producers began putting their marks on everyday products, like flour and sugar, to identify who made the product.<\/p>\n

Today, most look at branding<\/a> as how consumers view a company or product, both emotionally and factually. You\u2019ve taken the time, effort and money to build your brand. You\u2019ve created the inherent feeling consumers, agents and recruits have about your firm. Yet, brokers often forget to nurture their brand<\/a>.<\/p>\n

Your agents should be piggybacking off of your brand and showcasing their personal skills and style to earn a positive reputation.<\/p>\n

Back to Basics<\/h4>\n

To reclaim your status as a brand, start with your look and feel. If feasible, we would all hire in-house videographers, photographers, copywriters, and designers. We would have professionals creating our listing collateral and agent farming materials. Of course, that\u2019s not always financially possible, but you should at least maintain a long list of recommended local professionals. Also, you should meet with them to make sure these vendors know what your company stands for. Being aware of the offerings at the national level is critical. Being a trusted resource allows you to maintain brand standards.<\/p>\n

Your look and feel are not the only critical parts of becoming an exceptional brand steward.  Here are a few items that stand out:<\/p>\n