Does it feel like you don’t own your brand as a real estate agent? Hands up if you agree. ✋
As you’ve realized, your current role leaves you with a lot of equity in your business but no equity in your brand. Personal branding is more than just a value proposition. It’s how you connect with clients and build loyalty. A personal brand ensures your business longevity by establishing your credibility as a real estate professional.
Are you ready to take control of your own career?
Do you want to start building equity through ownership?
If yes, then read on.
Run your own business. You’re the one building it, afterall!
Top-producing agents act like business owners because they know they ARE business owners. They invest in their careers, make long-term plans, and work hard to achieve their goals. The only difference is that they often only act as “agents” – pun intended – of the brokerage they belong to, which means that if they ever decide to change brokerages, or leave real estate, they are no longer able to leverage the years of hard work they put into building their business while building someone else’s brand.
Take it from Judy Cuong and Samantha Tov, they knew that there was no path to ownership at a traditional brokerage. So in 2018, they partnered with a new brokerage to create their own company: Portfolio Real Estate, based in Elk Grove, California. The new brokerage acts as a broker of record and manages Portfolio’s back office, but Judy and Samantha own the brand.
“Now that we own our company, we have an exit strategy,” said Judy. “Not many agents have that.”
The Reality About “Traditional” Brokerages and How it Affects Your Branding:
Traditional brokerages are trying to increase their brand equity. But marketing that does a great job building that brand equity may not be what helps you, the agent, sell more properties.
Your clients choose to work with you because you are the one who is there day in and day out, guiding them through each step of the home buying and selling process – not your brokerage. In fact, according to a recent study from NAR, only 1% of buyers and 4% of sellers consider the agent’s brokerage the most important factor when selecting an agent.
Real estate agents are likely to change brokerage firms at least once during their careers. When they do, will they take your clients with them? The answer is YES. That’s how powerful personal branding is.
Operating Your Business #YourWay
You can operate your business however you like, with the support of a brokerage that puts your best interests first.
For example, Fairlead is the first brokerage of its kind, offering freedom, flexibility and a full suite of creative and marketing services for its partners. As a technologically innovative and people-first brokerage, Fairlead enables you to succeed in running your business.
Most of all, your clients hire you, not your brokerage and your commission split should reflect that.
Send us a message at FairLead Realty or check out this link: https://fairleadrealty.com/join.
We thrive when you thrive.
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