Comments on: Reflections from REBlogWorld ’09: Branding in the Social Age http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/?utm_source=rss&utm_medium=rss&utm_campaign=rss Conversations about the real estate industry, marketing, technology, and public policy Sat, 11 Feb 2012 02:48:33 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Rob Hahn http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/#comment-1941 Rob Hahn Mon, 26 Oct 2009 17:05:57 +0000 http://www.notorious-rob.com/?p=1427#comment-1941 So... what exactly are you paying your agency or NAR or franchise for? -rsh So… what exactly are you paying your agency or NAR or franchise for?

-rsh

]]> By: Rob Hahn http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/#comment-4771 Rob Hahn Mon, 26 Oct 2009 17:05:00 +0000 http://www.notorious-rob.com/?p=1427#comment-4771 So... what exactly are you paying your agency or NAR or franchise for? -rsh So… what exactly are you paying your agency or NAR or franchise for?

-rsh

]]> By: tony lazzari http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/#comment-1939 tony lazzari Mon, 26 Oct 2009 15:07:49 +0000 http://www.notorious-rob.com/?p=1427#comment-1939 Rob~ It was an interesting session and there have been some very good comments. My take is from the frontlines up - an agents view. It is all about personal branding. When I am in front of a potential client there is one over-riding characteristic they are looking for - someone to trust. If I can convey that I can earn the relationship. My agency or NAR may support my brand and help tell my story, but I do not get the relationship because of them. peace. Rob~ It was an interesting session and there have been some very good comments. My take is from the frontlines up – an agents view. It is all about personal branding. When I am in front of a potential client there is one over-riding characteristic they are looking for – someone to trust. If I can convey that I can earn the relationship. My agency or NAR may support my brand and help tell my story, but I do not get the relationship because of them. peace.

]]> By: tony lazzari http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/#comment-4770 tony lazzari Mon, 26 Oct 2009 15:07:00 +0000 http://www.notorious-rob.com/?p=1427#comment-4770 Rob~ It was an interesting session and there have been some very good comments. My take is from the frontlines up - an agents view. It is all about personal branding. When I am in front of a potential client there is one over-riding characteristic they are looking for - someone to trust. If I can convey that I can earn the relationship. My agency or NAR may support my brand and help tell my story, but I do not get the relationship because of them. peace. Rob~ It was an interesting session and there have been some very good comments. My take is from the frontlines up – an agents view. It is all about personal branding. When I am in front of a potential client there is one over-riding characteristic they are looking for – someone to trust. If I can convey that I can earn the relationship. My agency or NAR may support my brand and help tell my story, but I do not get the relationship because of them. peace.

]]> By: jf.sellsius.theclozing http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/#comment-1905 jf.sellsius.theclozing Mon, 19 Oct 2009 18:54:07 +0000 http://www.notorious-rob.com/?p=1427#comment-1905 There is a difference between sellers and buyers and brand power. Short skirt comment: Generally speaking (there are exceptions), buyers are influenced more by agent brand, sellers by overbrand. (to get what's under the short skirt will cost you :) There is a difference between sellers and buyers and brand power. Short skirt comment: Generally speaking (there are exceptions), buyers are influenced more by agent brand, sellers by overbrand. (to get what’s under the short skirt will cost you :)

]]> By: jf.sellsius.theclozing http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/#comment-4769 jf.sellsius.theclozing Mon, 19 Oct 2009 18:54:00 +0000 http://www.notorious-rob.com/?p=1427#comment-4769 There is a difference between sellers and buyers and brand power. Short skirt comment: Generally speaking (there are exceptions), buyers are influenced more by agent brand, sellers by overbrand. (to get what's under the short skirt will cost you :) There is a difference between sellers and buyers and brand power. Short skirt comment: Generally speaking (there are exceptions), buyers are influenced more by agent brand, sellers by overbrand. (to get what’s under the short skirt will cost you :)

]]> By: Linsey http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/#comment-1904 Linsey Mon, 19 Oct 2009 15:08:44 +0000 http://www.notorious-rob.com/?p=1427#comment-1904 I think Jim hit on one of the critical issues. "Another reason that overbrands are irrelevant is because there is zero quality control." Often the corporate brand intent is so diluted by the time it reaches the local level, and certainly at the agent level, that it is rendered nearly meaningless. The reality of the brand promise on a national level can be very hard to keep consistently on the local level, and in my experience, is often not. After years of working in large brands - I realized that none of my listing or buyer presentations EVER referenced the brokerage. With so little perceived importance from that of the consumer, and so much dissatisfaction on my part (failure to deliver on the big broker promise) the value was gone. As for NAR's desperate attempt to create a brand promise, I think they are failing to meet with any success for the very reason we've discussed. The reality is so out of line with the promise the ads are essentially ignored by the consumer. I think Jim hit on one of the critical issues. “Another reason that overbrands are irrelevant is because there is zero quality control.” Often the corporate brand intent is so diluted by the time it reaches the local level, and certainly at the agent level, that it is rendered nearly meaningless.

The reality of the brand promise on a national level can be very hard to keep consistently on the local level, and in my experience, is often not. After years of working in large brands – I realized that none of my listing or buyer presentations EVER referenced the brokerage. With so little perceived importance from that of the consumer, and so much dissatisfaction on my part (failure to deliver on the big broker promise) the value was gone.

As for NAR’s desperate attempt to create a brand promise, I think they are failing to meet with any success for the very reason we’ve discussed. The reality is so out of line with the promise the ads are essentially ignored by the consumer.

]]> By: Linsey http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/#comment-4768 Linsey Mon, 19 Oct 2009 15:08:00 +0000 http://www.notorious-rob.com/?p=1427#comment-4768 I think Jim hit on one of the critical issues. "Another reason that overbrands are irrelevant is because there is zero quality control." Often the corporate brand intent is so diluted by the time it reaches the local level, and certainly at the agent level, that it is rendered nearly meaningless. The reality of the brand promise on a national level can be very hard to keep consistently on the local level, and in my experience, is often not. After years of working in large brands - I realized that none of my listing or buyer presentations EVER referenced the brokerage. With so little perceived importance from that of the consumer, and so much dissatisfaction on my part (failure to deliver on the big broker promise) the value was gone. As for NAR's desperate attempt to create a brand promise, I think they are failing to meet with any success for the very reason we've discussed. The reality is so out of line with the promise the ads are essentially ignored by the consumer. I think Jim hit on one of the critical issues. “Another reason that overbrands are irrelevant is because there is zero quality control.” Often the corporate brand intent is so diluted by the time it reaches the local level, and certainly at the agent level, that it is rendered nearly meaningless.

The reality of the brand promise on a national level can be very hard to keep consistently on the local level, and in my experience, is often not. After years of working in large brands – I realized that none of my listing or buyer presentations EVER referenced the brokerage. With so little perceived importance from that of the consumer, and so much dissatisfaction on my part (failure to deliver on the big broker promise) the value was gone.

As for NAR’s desperate attempt to create a brand promise, I think they are failing to meet with any success for the very reason we’ve discussed. The reality is so out of line with the promise the ads are essentially ignored by the consumer.

]]> By: Jim Duncan http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/#comment-1900 Jim Duncan Sun, 18 Oct 2009 16:16:30 +0000 http://www.notorious-rob.com/?p=1427#comment-1900 One thing that has become clear to me over the years is that (aside from Keller Williams) the overbrand(s) matters so very little to the individual agent that that irrelevance is often working to the individual agent's disadvantage. Another reason that overbrands are irrelevant is because there is zero quality control. Ford (ostensibly) can control the quality of their product, whereas Century 21 neither can nor does offer similar quality control. The <em>product is the agent</em>; when there are 1.2 million +/- Realtors with no consistency of training, education or consequences (<a href="http://jimduncan.posterous.com/realtors-vs-real-estate-agents" rel="nofollow">Realtors are more ethical than real estate agents argument doesn't hold water</a>) how can an overbrand mean much? I'd argue that local real estate agent/bloggers are spending their time developing their own brands because they don't buy into their respective overbrands ... they want to maintain flexibility to move to another firm - any firm - and take their personal brand with them. The agent is the product and is the brand. One thing that has become clear to me over the years is that (aside from Keller Williams) the overbrand(s) matters so very little to the individual agent that that irrelevance is often working to the individual agent’s disadvantage.

Another reason that overbrands are irrelevant is because there is zero quality control. Ford (ostensibly) can control the quality of their product, whereas Century 21 neither can nor does offer similar quality control. The product is the agent; when there are 1.2 million +/- Realtors with no consistency of training, education or consequences (Realtors are more ethical than real estate agents argument doesn’t hold water) how can an overbrand mean much?

I’d argue that local real estate agent/bloggers are spending their time developing their own brands because they don’t buy into their respective overbrands … they want to maintain flexibility to move to another firm – any firm – and take their personal brand with them.

The agent is the product and is the brand.

]]> By: Jim Duncan http://www.notorious-rob.com/2009/10/17/reflections-from-reblogworld-09-branding-in-the-social-age/#comment-4767 Jim Duncan Sun, 18 Oct 2009 16:16:00 +0000 http://www.notorious-rob.com/?p=1427#comment-4767 One thing that has become clear to me over the years is that (aside from Keller Williams) the overbrand(s) matters so very little to the individual agent that that irrelevance is often working to the individual agent's disadvantage. Another reason that overbrands are irrelevant is because there is zero quality control. Ford (ostensibly) can control the quality of their product, whereas Century 21 neither can nor does offer similar quality control. The <em>product is the agent</em>; when there are 1.2 million +/- Realtors with no consistency of training, education or consequences (<a href="http://jimduncan.posterous.com/realtors-vs-real-estate-agents" rel="nofollow">Realtors are more ethical than real estate agents argument doesn't hold water</a>) how can an overbrand mean much? I'd argue that local real estate agent/bloggers are spending their time developing their own brands because they don't buy into their respective overbrands ... they want to maintain flexibility to move to another firm - any firm - and take their personal brand with them. The agent is the product and is the brand. One thing that has become clear to me over the years is that (aside from Keller Williams) the overbrand(s) matters so very little to the individual agent that that irrelevance is often working to the individual agent’s disadvantage.

Another reason that overbrands are irrelevant is because there is zero quality control. Ford (ostensibly) can control the quality of their product, whereas Century 21 neither can nor does offer similar quality control. The product is the agent; when there are 1.2 million +/- Realtors with no consistency of training, education or consequences (Realtors are more ethical than real estate agents argument doesn’t hold water) how can an overbrand mean much?

I’d argue that local real estate agent/bloggers are spending their time developing their own brands because they don’t buy into their respective overbrands … they want to maintain flexibility to move to another firm – any firm – and take their personal brand with them.

The agent is the product and is the brand.

]]>