Coldwell Banker’s new look won’t help. Million Dollar Year day 5. Every day we are seeing moves in the real estate industry. This move is an attempt for this aging franchise to stay relevant. We will see how it plays out for them. For me and for so many working agents I think we don’t really care about the logo, we care about the splits, the support, the technology and the return to us the compensation for our efforts. Franchise brands want to build themselves up and regularly talk about how they are the number one in this category or the next. Often you hear of an agent spouting off the marketing marvels fed to them by their franchise.
Saying you are number one does not mean you are, it means you have found a way to position your results this way. Switching for a moment here to what the consumer wants and knows. Consumers don’t care as much as you might expect about the brand, they care about the agent serving their needs. It is the individual who understands and can guide the family through this complex, and at times overwhelming, process of buying and selling properties. Franchises look to stay relevant so they can attract good agents to reap a portion of their commission.
The real estate industry is changing and this is inevitable. Where does that put you as the agent. Are you paying attention to your own business? All agents are independent contractors with the ability to take their license to another office. Don’t agents want to be in a system that pays them the most, that supports
them where they need and doesn’t demand their hard earned dollars to build up the franchise brand forsaking the build of the infrastructure for the agents success. These are the thoughts that concerned me as I contemplated these changes. What do you think? Coldwell Banker’s new look won’t help. Million Dollar Year day 5