• Agent branding in concert with social media is the generation gap of our time.
  • Doing business as (DBA) status at the agent level encourages entrepreneurialism.
  • Branding allows agents to control their own lead generation.
  • Agent controlled branding under transactions brokers will obsolete the national franchise.

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It started as an exercise in branding. As we watch a questionable lifestyle brand being packaged as presidential timber, it crystallizes just how much our society has become brand mad. Truth and reality have always taken a back seat on Madison Avenue. But sadly, or perhaps more inevitably, branding has now invaded every aspect of our life.Real estate is loaded with brands. Neighborhoods, communities, streets and buildings all have brands. In today's branding-crazed world, how are real estate agents utilizing branding to their benefit?Taking the temperature To learn, we began by sampling opinions of our area's most valuable real estate brands. This being Atlanta, Georgia, we discounted anything with the name "Peachtree" and ended up with a list highlighted by the names of old and...