I'd say it depends on your target market.  I need the worldwide reach of my Brokerage's Brand but my clients depend on me for my local expertise

I left a National Brand because they Nickel-Dimed us to death and then gave very little support. a "National Brand" is not an avantage to me!

I NEVER have to explain who or what REMAX is.

Those working under the banner of "Slobber Real Estate Group' just might have some 'splain'n' to do. Lot's of 'splain'n to do.

I take that time to share the results, benefits and outcomes for which they have great concern.

Yes, people CALL me because of the BRAND.

I'm not big on national brands.  I've always worked for medium sized locally owned companies with a great local reputation.  The large national companies tend to have lower per agent income levels, and they provide fewer services for their agents.  Many of them look at each agent as a little profit center for company marketing materials.

It depends on your market.  I am with Coldwell Banker and it is well known. I believe it helps because of the name recognition.  I can't imagine being with any other company.  

Susan, I think, it depends on the agent and the market, but national franchise firm can help.

Susan,

It is depending on your marketplace.  Certain national brands do not translate as luxury brands.  A

Much depends on your market. In the DC Metro market, affiliation with a national brand gives the agents a definite advantage. I selected RE/MAX with no regrets.

Probably low % of importance depending on what area you live in. But some sellers do prefer a recognizable name brand, and feel they'll get more exposure from it.

Good morning Susan,

I started with a national franchise, I now have my own company. I do better now than I did with the national company. In my opinion customer service is what customers want or prefer.

I do see an advantage for some agents, but I prefer to be in a small, locally owned office where people actually give a care about other people and not just about making a sale. 

I think some of the franchises just care about sales and making that happen. I'm in this business to help people, and my office is all about that. 

I'm also in an extremely rural area. Irrigation water is a big issue. My office is the expert on that issue. If we can't answer your question...no one can. When it comes to issues with rural properties...do you want the local experts, or the big chain that just wants to sell a property? Other offices call us for advice or they wing it. Do you want your agent to wing it?

My broker has owned this office for over 40 years. We know real estate in this area and we know how to get the deals done. 

I have worked in both and managed both  --- I think it is entirely up to the agent.

Susan,

It depends on who you are and your market. I do highly agree with Ron and Alexandra that brands often don’t translate to the luxury market. I have had much better luck as an independent that the two brands I worked with.

From the outside looking in ... the independents and boutique firms are (generally speaking) more nimble on their feet, more receptive to implementing new ideas and seem to have a greater degree of esprit de corps than national brands / firms... but I suspect it varies by market and location.

Never worked for a franchise and have no intentions of doing to in the future. I'm 24 years in.

Like Susan Emo in my market the intenational reach does help. But local expertise is the biggest factor.

Some people think it's really important and others don't care.  There are plenty of really good and not so good agents at each type of brokerage.

Most people hire the agent based on the agent's knowledge, expertise, trustworthiness and likability; not the brokerage for whom they work.

People do hire the person, not the name of your firm, however the big firms to often offer much better training and technology opportunities.

Big brands have their benefit, as do smaller brands.  For new people a large brand may have some good training and marketing opportunites that a smaller brand may not have.

In the old days, you went with the big brand so you could piggy back on their newspaper ad for homes and open houses.  Today... what's a newspaper?

Name recognition sometimes works against you, at least in my market.

The biggest impact is perception - but when it comes to a buyer or seller making a selection, perception can be a huge factor.

Patricia Kennedy and Larry Johnston sums it up for me.

Good morning Susan. I work with many new agents, some will do pretty well, very quickly and others not so much. Training with a large firm is usually better, but if the agent doesn't focus on social media they will not be as successful.

Make it a great weekend!

Where I live and do Business the brands mean nothing... it is all about the service and word of mouth reputation. But every area is different. I dont think people make a long term choice based on brand of the company I think they choose a person they can trust.

I've been with both and prefer a big national name like RE/MAX... it increased my credibility and my business.

I have just left my national brand but it was very useful in expanding my reach into a broader market. Now that I am focusing more on my local community and have built my reputation it is not as important. 

Not inherently important unless you feel that the support you get for the money you pay is possitive and helps you do better. It can also be very good if you are new but I have mentored some young agents who were with franchises that tout their education and it seems very lacking. So maybe it depends on the broker and if they care. It also has very little to do with a client making a choice.