What Company Do You Work For?

Invariably, the very FIRST question I am always asked when I mention to someone that I am a Realtor is, "What company do you work for?"

My answer goes something like this:

• I don't work for "them", I split my commissions with and I pay my broker; my broker does not split his commissions with me and he does not pay me - I PAY HIM!  I am not an "employee" of the company, but am an independent contractor and sole proprietor. Unlike any other licensed profession (doctor, lawyer, CPA, Translator/Interpreter, etc) the real estate industry was set up whereby a real estate licensee or agent must be tethered to or affiliated with a broker and cannot operate independently, even though the licensee or agent is already licensed and meets all the safeguards and protections to the public that are required by a Department of Professional & Occupational Regulation.  

• The real estate broker company that I am affiliated with is not the one who is either going to be driving you around looking at houses if you're a buyer and writing the sales contract for you. The "company" is not the one who will be listing your home for sale if you are the seller.  The "company" is not going to come and take the pictures of your home, put up a for sale sign and a lockbox, tell you what the market value of your home is by conducting a Comprehensive Market Analysis (CMA) or "comps", and handling every aspect of your transaction all the way through closing.   The "logo" or the "brand" is not going to do all that.... I AM.

• What "flag" I fly under is completely irrelevant really. There is some minor value in the company name or logo; but the real value is MY expertise, knowledge and experience in the local market.   

• Now, lets talk about MY experience and MY professional background and why MY unique talents and skills make ME, the Realtor of Choice...  (regardless what name or logo is on my business card)

I fully understand why "brand" or "branding" matters, however.  A company's brand or logo is very important when it comes to tangible products like automobiles, watches, clothing, restaurants, etc because the consumer learns to associate those brands, logos or trademarks with a quality product. Conversely, the consumer or the public will also stay away from a certain brand or logo based on either actual, objective and empirical knowledge, or first hand experience with a product or company; or based on their own subjective perception of brand quality.

But how does "brand" or "branding" work with something intangible like a professional service?  

A Realtor is providing a professional SERVICE to you.  THAT is the "product" that you are actually consuming. 

The product is ME and MY services, and NOT those of the real estate broker franchise. People use me as a Realtor for and because of ME and MY services, and not for the services of the real estate broker franchise. 

What makes illogical sense is for a consumer to base their decision solely on what company name or logo is on a Realtor's business card. Furthermore, the real estate broker franchise name and logo on my card is NOT MY OWN but is someone Else's "brand" or logo. So, why should choosing ME be based on someone Else's brand or logo?!  

As Mr. Spok from Star Trek would say, "that's highly illogical"