Whether you’re a boutique brokerage operating out of a virtual office or providing services to agents at a traditional brick-and-mortar location, agents will decide whether they want to work for you based on the systems and services you have in place, the training, advertising and technology to generate leads.

“It’s not brands versus boutiques, or boutiques versus brands, but ‘or,’ ” says Abby Lee, vice president of brand marketing, for franchise giant Re/Max. “Because it’s definitely a choice that the broker has to make what they’re going to be able offer through their business model to stay true to themselves, and also what’s going to help the agent the most in their own business.”

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