At a recent gathering of real estate professionals of which I was a part,  a rather interesting question was posed. “Do people choose an individual real estate agent, or do they choose the brokerage for which they work?â€
The ensuing discussion was exhaustive and filled with more than a little hot air, but it got me thinking.
What really matters to our customers and clients? What really matters to you?
The broker you chose should take the approach that everything matters. Everything is important. They are only as strong as their weakest link. They must take great care to hire only the best agents. I don’t just mean those who make lots of sales or who bring in business to their offices. When I say “bestâ€, I mean those agents who continually set higher standards for their work, to embrace innovation. I mean those who are willing to go the extra mile (and further, if necessary) for their clients and customers.
While many brokerages see fit to hire anyone with a pulse, many have no interest in merely filling their offices with bodies. They realize their agents are the ambassadors of their brand. They carry their name out into the field and their actions, good or bad, polish or tarnish their brand accordingly. Their skill, caring, and expertise are a direct reflection on the sort of business they endeavor to run.
You might ask yourself, “If I have a great agent, why should it matter to me whom he or she works for?†On the surface, that question makes sense. But scratch just below it, and it makes no sense at all.
Why does it matter? It matters because, when push comes to shove, you want someone who is backed up by resources. There are plenty of real estate brokerages who hire agents (more to the point, who collect fees from agents and do very little else) and send them on their merry way with a few yard signs, never to give them another thought. Is that the sort of company that you want representing you?
Some do things differently. Some stand behind every one of their real estate professionals. They put the strongest resources and best technology behind them. They want everyone to know that they stand for quality, not just a stable of relatively warm bodies that are doing the bare minimum. Their agents deserve their support, and their clients most certainly do as well.
Why this question should matter, why you should want both a great agent and a great brokerage is that while each is great individually, the strength generated by their combination is unbeatable.
When you’re embarking on what is, arguably, one of the most important decisions — financial or otherwise — of your life, why would you settle for anything less?
What do you think?
About Author
