APRIL 10, 2023

How to Make Your Personal Brand Stick with Your Target Clients


In the real estate industry, it’s no surprise that you may switch companies a few times during your career. Here’s a fact: The industry average sees agents switching offices up to three times over a 10-year period. But what does this mean for your personal brand as an agent?

Finding Your Perfect Fit: Deciding to Stay, Leave, or Return to a Brokerage

We all make countless decisions every day, but often our constant choices lead to indecision. By performing a few simple steps before making our decisions, we can avoid the overwhelm and regret that can come from rushed or distracted choices.

Recent statistics from the National Association of REALTORSยฎ (NAR) reveal a notable shift in the real estate industry: switching brokerages has become more prevalent than ever before. This trend can be attributed to the fact that nearly 90% of realtors are independent contractors, granting them the flexibility and freedom to switch brokerages with relative ease.

As the real estate industry changes, agents need to take a step back and assess if changing brokerages is the right move. In this blog entry, we are sharing some tips and things to consider as you navigate staying, leaving, or returning to a brokerage.

Should you leave or should you stay?

Whether you are a new or experienced agent, defining the tools, services, and values that align with your brand and business goals is crucial to finding the right brokerage. What resonates with you may not necessarily resonate with another agent, and that’s perfectly okay. The key is to have a clear understanding of your unique identity and actively seek out a brokerage that genuinely reflects your vision and values.

Is the company culture not a good fit for you?

Think about how leadership makes you feel, and how it influences the people around you.  Here are a few notes to consider:

  • Do you know if your brokerage fosters an open and collaborative culture?
  •  Is knowledge freely shared among brokers and agents? How does your firm value and support its own brokers and real estate agents?
  • Are diversity and inclusivity among their top priorities? Additionally, does your brokerage maintain positive relationships with other brokerages in the area?

Is freedom your priority?

When considering the culture of your brokerage, consider two things: reputation and flexibility. Reputation is important because it can influence how new agents are attracted to a firm. A good reputation builds trust and attracts people who want to be affiliated with a brokerage. Flexibility is also crucial; if you prefer working remotely or from alternative locations like coffee shops, do you have the freedom to do so?

Training and updated features

When it comes to deciding if you will stay or look for a new brokerage to hang your license, it’s important to assess the marketing support and resources your brokerage offers. Having access to marketing tools and materials can significantly aid in promoting your business effectively. Additionally, strong relationships with affiliate businesses and contractors can provide you with valuable connections and services that can further enhance your professional capabilities.

At FairLead, We are constantly looking to re-invest in our agentsโ€™ education, knowing that as they continue to grow and learn, they will remain on the leading edge of providing an unparalleled experience while securing the best deals for their clients.

To that end, FairLead makes available ongoing mentorship, coaching, and training opportunities for all of the firmโ€™s agents to take full advantage of.

The real estate industry is about building relationships. The better we represent ourselves, and our chosen brokerages represent us, the more clients we will attract. When clients feel comfortable, they will choose you as their agent over others because they can sense your dedication and expertise and the right agency can definitely help you level up.

Stay tuned for our upcoming blog posts, where we’ll give you the latest market trends and insights to empower you in your real estate journey.


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