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Real Estate Brands = Agents?

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06 March 2012

Real Estate Brands = Agents?

Article excerpt

I had one of my consulting clients make a statement the other day that got me thinking.  He was discussing the directors of the business and the sales agents and he said that “we are the brand.”  I let the statement slide at the time, but I should have argued with him, because this is a dangerous way to think about a brand.  If you are the brand, then when you’re having a bad...
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Pre-Listing Kits … Listing Kits … Submissions – What goes where?

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10 February 2012

Pre-Listing Kits … Listing Kits … Submissions – What goes where?

Article excerpt

    I got into a heated debate with one of my colleagues yesterday about what belongs in a pre-listing kit and what belongs in a listing kit (we didn’t even try to tackle formal submissions to vendors like State Trustees!).  We ended up agreeing on a few principals to guide agents. Pre-Lists Pre-Lists are about setting the stage for the listing presentation.  They should be delivered 24 hours before the first ...
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Can your brand be in two segments at once?

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07 February 2012

Can your brand be in two segments at once?

Article excerpt

I’m working on an interesting consulting assignment for a high-end real estate company that is struggling to figure out what the brand stands for.  This company has a strong presence at the top end of its market and the owners have split into two distinct camps.  Camp one feels that the brand’s association with the top-end is a liability for the majority of the market.  They cite numerous cases where clients have ...
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