The power of cobranding with your brokerage

Unlike most businesses, agents enjoy the benefit of cobranding with their brokerage.

While cobranding may seem like a drawback at first, it can actually be a springboard forward for an agent who is not already recognized in their local community.

I’ve worked with agents who want to be entirely independent of their brokerage with their own branding design and marketing, but by doing this, they miss the advantageous relationship of pairing themselves with a nationally or regionally recognized brand.

Building a recognizable name in your community can cost thousands of dollars and take years to accomplish. This is why I recommend that agents capitalize on their co-branding opportunity with their brokerage.

The human brain makes connections with things that we recognize. If I were driving down the road, and I saw a sign that said Joe Smith Realty, I would forget the name in a matter of minutes. But if that same sign includes the Century 21 branding, my brain starts building connections because I know what Century 21 as a brand stands for, and therefore can assume that the same values apply to the real estate agent. Therefore, I will not only remember Joe Smith's name better because of his connection to a brand I know, but I also make a trust connection with him as part of a brand that I recognize and value.

So unless you are already a world famous real estate agent, I suggest reassessing how are you can take advantage of the co-branding opportunity that you have with your brokerage, and look for ways to make the connection stand out rather than diminish it.

Most brokerages spend thousands or even millions of dollars a year on their branding, marketing, and advertising, so why not take advantage of that investment they have made?