Should real estate agents cultivate their own brands?

When using your broker's brand can hold you back -- or set you free
  • There is never a one-size-fits all approach to marketing; it should be an individual decision.
  • The value of a broker's brand can impact the need for an agent to have his or her own brand.
  • Agents looking to build equity and ownership in their marketing should create their own brand.

There is seldom a one-size-fits all response when it comes to marketing, so the answer to my question requires some elaboration. The key lies in understanding the pros and cons, so that a real estate agent may make the best decision. However, before discussing the pros and cons, I feel that it is necessary to analyze the broker’s perspective.