Brokerage, franchise execs think their brands still trump national portals

Imprev poll sheds light on how brands are viewed and managed

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Despite the millions of dollars that Zillow, Trulia and are spending to get consumers to pay attention to their brands this year, brokerage and franchise execs think their local brands still rule. That's according to results of real estate marketing firm Imprev Inc.'s latest "Thought Leader" survey, conducted between June 16 and June 30. Seven out of 10 (69 percent) of the 256 real estate brokerage and franchise execs polled said consumers viewed their company brand more favorably than Trulia, while 64 percent and 63 percent of those surveyed said the same about Zillow and, respectively. Those who didn't respond with a "yes" were fairly evenly split between "no" and "don't know." After company websites, which 96 percent of respondents reported using to promote their brands, Facebook and agent websites tied at 87 percent as the next most prevalent tool used to publicize brands with consumers. Full results of the survey, which gauged real estate execs...