Turn on your TV and you see them. Listen to the radio and you hear them. They’re everywhere you turn, but who does real estate branding really benefit? The agent or the broker?

Most companies will tell you they are spending tons of money to promote the company to generate leads for their agents. The truth is less than 3% of home buyers/sellers will choose an agent based on the company they work for. They choose the agent based on the relationship they build and the knowledge the possess. So why do companies spend so much on advertising and real estate branding if it’s the last thing clients look for? Simply to help grow the company’s brand, not the agent’s.

At Keller Williams, we don’t spend a penny on real estate branding. The money that could be used to advertise the brokerage is instead put back into training, education, support and technology. This allows the agent to build their own personal brand. By investing in the agent instead of the company image, Keller Williams Realty continues to outpace the competition. All while other companies keep advertising their brand and focus only on their success, not the agents. At KW, it’s your real estate business. You are the end product, not the house!