Brand is often viewed as the be-all and end-all for recruiting both brokers and agents, and it’s allegedly core to attracting consumers. But whose brand is most important to the everyday homebuyer and seller?


Re/Max’s franchising materials puts its hot air balloon on the same iconic level as the Nike swoosh, and Keller Williams changed its look and feel last fall to better represent its modern, tech-oriented culture. Meanwhile, relative newcomers like Better Homes and Gardens Real Estate and Berkshire Hathaway HomeServices piggybacked on established powerhouse brands for instant credibility and brand equity. (In the case of BHHS, that’s already paying off — in its first year of operation, it’s already winning branding awards.)

Franchise Logos

But is franchise recognition as important to buyers and sellers as it is to agents? Or does brokerage or agent branding matter even more?

Rockstar Homes, for example, is a Royal LePage franchise, but the brokerage’s website has a straight-up rocker vibe … right down to its Meet our Crüe page.


Rockstar Homes video screen shot from its website.

Agents have long sought to differentiate from their fellow Realtors down the hall, using everything from funky business cards to sleek websites to drive their brand appeal.


Tina Roy’s brand, as taken from her Facebook page.

Eric Dayan's business cards  as seen on Behance

Eric Dayan’s business cards as seen on Behance.

What do you think? Do consumers care about franchise, broker or agent brands – or not? Weigh in above, or let us know in the comments.

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