Industry News

Realtor name brings riches

Trade group members profit from capital 'R,' study finds

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The Realtor brand generates an average of $32,000 in incremental income for every Realtor during membership in the National Association of Realtors trade group, according to a brand valuation conducted for the association. The study was conducted by absoluteBRAND LLC, an independent brand valuation firm, using data on industry licensing expenses and consumer attitudes toward Realtors to compute the results. The brand valuation study used an income approach based on an estimate of the relief from royalties that real estate professionals would have to pay for the marketplace advantages of the Realtor brand if it were not a free benefit of NAR membership, the association announced today. The study calculated the marketplace advantage of the Realtor brand above and beyond all other benefits of association membership. The longer a Realtor is in business, the greater the benefits of the brand, according to the study. The average member, who has six to 10 years experience, realizes $4,50...