The assumption that a well-known agency name guarantees a better outcome is one of the most persistent beliefs in real estate. It is also one of the least supported by evidence.Agency brand is a marketing asset. It builds consumer recognition and supports recruitment. What it does not do is determine how an individual agent prepares for a listing,

Most sellers measure agent performance by the things they can see - how the property is photographed, how the listing is written, how many people come through the door. Those things matter. What matters more is what happens after the door closes.The difference between a campaign managed well and one managed passively is almost entirely found in wha

The common assumption is that agent quality is a function of years in the industry or the brand on the business card. Neither holds up.The gap between a good real estate agent and an average one shows up in behaviour. Specifically, in what each agent does at the stages of a sale where most sellers are not watching.What shows up in the final number

Most sellers assume that if enough buyers attend the open home, competition will follow naturally. It does not work that way.What determines whether inspection attendance converts to competing offers is what the agent does in the 48 to 72 hours after each open home. That window is where buyer competition is either built or lost - and most sellers n

Sellers regularly choose agents based on the logo on the board, the size of the agency, or the number of franchises operating in the region. The assumption underneath that choice is rarely examined.Agency brand is a marketing asset. It builds consumer recognition and supports recruitment. What it does not do is determine how an individual agent pre