Marketing

The brand within a brand reality: Integrating agent, brokerage brands

Insights from Bill Leider

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Agents and brokers each have their own brand, and core values of integrity, trustworthiness and authenticity are important to both, says author and consultant Bill Leider. If you want to integrate those brands, collaboration and transparency are key. "Transparency, as we define it, simply means no hidden agendas," Leider says....