Eview’s ‘Your Brand Your Business’ model is becoming the benchmark that some competitors are following.
I remember formulating the ‘Your Brand Your Business’ model and sharing my idea with others. I must admit, at the time it was met with more resistance than embracement.
Fear of ‘brand dilution,’ ‘market confusion’ and ‘network devaluation’ was on the agenda in every discussion.
In amongst all the talk were also suggestions that I had gone a little ‘crazy’. The pursuit of growing a national network and doing something that has never been done before was clouding my judgment.
But I’ve never been a believer of ‘business as usual.’ I have found that to zig when the competition is zagging is a much better strategy for success.
Understandably, being one of the first in Australia to launch a multi-brand real estate network was bold and risky. But it was also very exciting. More importantly, it was absolutely the right move to make.
It’s a fact that sellers choose agents; not brands. They choose those that are behind the brand; those that will be in the driveway waiting to greet the buyers.
That’s who is most important to the actual client when selling one of their most valuable assets. The promotion of the agent was often talked about in conferences, but there wasn’t a model in place that provided the opportunity for an agent to do so. It was all talk but very little action. That’s where we saw the opportunity.
As a network and agency principal, I viewed my first line customer being the agent and the agent’s customer being the homeowner.
I knew that the more I was able to amplify the agent by leveraging their own boutique brand, the more success the agent was able to enjoy.
The more success they enjoyed, the more success the organisation would enjoy. It was and is the perfect formula for a win-win relationship.
I describe our agency platform as the model vehicle our agency Directors drive.
They get to choose the colour, make, model and personalise the number plate. We (corporate administration) are the pit crew that help maintain that vehicle and ensure the agents are driving at peak performance by taking care of all the important but time-consuming and costly backend administration.
That frees the agency principal to do what they love and do best; list, sell and if they aspire to, grow a sales team and property management division.
When agents take the step of agency ownership and are guided and supported by a proven system, they get to leverage and amplify their success. In other words, they achieve the best of both worlds, independence and freedom to be in business for themselves but not by themselves.
In these unpredictable times the only thing that is predictable is change itself. Business as usual has never been a successful strategy.
With the incredible technology that is now available, the incredible flexibility to work where and how you want to work, there’s never been a better time to explore boutique agency ownership.
It’s never been easier, more affordable or timely to do so. It just requires making an informed decision and planning out what the next 12 months, three, five and 10 years and beyond may look like in your career.
Boutique agency ownership may not be for everyone and it may not be for you. But what if it was? What difference would it make in your life and family?
Wishing you every success in your real estate career.