Does your brokerage place strict restrictions on your marketing and branding? At KW, we give you the freedom to create your unique, personal brand.
According to a recent survey, 57% of buyers and sellers select an agent based primarily on the reputation of the agent. Only 4% reported taking office affiliation into account. Yet, at most national brokerages, agents are expected to promote the office brand first, and their personal brand second. This is not only an inefficient way to acquire business, it is also a destructive to the agent's sense of autonomy and independence, which are crucial to the success of any businessperson. At Keller Williams, we understand that your personal brand is your most valuable asset, and we do everything we can to support the building and promotion of that unique brand.
Options vs. Restrictions
At most brokerages, agents are given restrictive guidelines that govern every element of their branding--from the colors that can be used on flyers to the images that appear on websites. Oftentimes, brokerages will even disallow the use of certain vendors, tools, and techniques. At KW, we believe our job is to support your marketing efforts--not to regulate them. We provide training, tools, and vendor discounts that allow you to get more done with less resources. But, what we don't do is just as important. We don't tell you what you can send, how it must look, and who you can send it to.
The culture of control that is so prevalent at most brokerages punishes agents who attempt to stand out and be different. We think this is crazy! Your uniqueness is what attracts people to you. We want you to be yourself, and we want your clients to connect with you on the strength of that authentic brand. Agents are more successful, energized, and engaged when they are able to freely express themselves. And, clients are attracted to agents who are successful, energized, and engaged. The equation is simple, and it's a big part of why KW continues to grow and flourish while other brokerages flounder.
Bound by Common Values
So, why do national brokerages place so many restrictions on your advertising? It's simple. It's about unity. They want to present a unified image to the world--to make it appear as though there are core principles that unite the agents. Of course, the colors you use on your fliers are not values, they are design choices. And this is the crucial difference between KW and other brokerages. We have real common values--values of faith, family, fairness, and togetherness. Our agents all adhere to these values and their clients know it. That's why we don't obsess over the small design choices you make on a day-to-day basis. When you are united by real common values, those values will shine through every interaction you have with your coworkers and clients. That's the type of branding we care about.