Agents’ fealty to broker on permanent display

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This post explores a marketing tactic submitted by Rapid Realty, the first winner of #madREskillz, a weekly Inman News Twitter conversation. Every Thursday, Inman News invites real estate professionals and companies to tweet offbeat marketing ploys using the tag #madREskillz. After reviewing the submissions (and "RTing" a few in the process), we select two finalists and put them to a vote on Facebook. Then we feature the winner in a story. Some agents at New York-based Rapid Realty are taking a very, very traditional -- you could even say ancient -- approach to branding. So far, nearly 40 agents at the New York-city brokerage have gotten tattoos of their employer's logo. The unusual corporate tradition reflects the deep appreciation some of Rapid Realty's agents have for their employer, according to the company's founder Anthony Lolli. But there's also an incentive at play: Lolli raises an agent's commission rate by 15 percent for getting inked. "They wear it like a b...