"Correct or not, consumers have confidence in the big brand name.”

(http://www.washingtonpost.com/wp-dyn/content/article/2010/01/07/AR2010010703825.html)

The above quote is from Art Bartlett, the Founder of Century 21 Real Estate and the Godfather of real estate franchising.  I think the first three words are the most important.  Mr. Bartlett does not seem to provide the best endorsement for choosing a big brand real estate brokerage.   If that was his intent, wouldn’t he say so?  Shouldn’t a quote about the most successful real estate franchise model EVER be about helping consumers?  I think Mr. Bartlett was probably an awesome guy, but his model doesn’t seem to help buyers and sellers make the best decisions.  It likely helps big brand brokerages attract consumers, but that’s about it.  It should be noted he made this comment AFTER he sold the entire Century 21 brand.  At least he was honest. 

Taking things a step further, what is the difference between Coldwell Banker, Century 21, and Sotheby’s International Realty?  The answer: colors and logos.  They are all owned (or franchised) by the same company – Realogy.  Don’t believe me – go to http://www.realogy.com/b2b/brokers_us/franchises/  (They have franchise opportunities available.  Start one today - if you have the money).  Basically, franchising is successful when a major brand obtains enough consumer recognition that it becomes valuable enough to sell to the franchisee (the owner of a real estate brokerage).  The local real estate broker decides that if he pays the parent company money for the colors and logos (the brand), consumers will pick his brokerage to help them buy and sell houses.  There is nothing wrong with this, per se.  Well, except for the fact that colors and logos don’t necessarily equate to an agent that is right for you to help you buy or sell your house.  And the overwhelming majority of real estate agents are independent contractors (not employees) that decide to affiliate with a particular brand.  I think it is safe to assume we all have images in our mind that correspond to the different types of franchised (big-brand) brokerages.  We may think of one brokerage as selling more “exclusive” property and another as a popular chain with great “name recognition”, but really it’s just different branding to hopefully sway a consumer in one direction or the other.

I was recently at a dinner party when someone mentioned that, in retrospect, their former house would have sold quicker if they had picked Century 21, as opposed to Coldwell Banker.  I bit my tongue.  The brokerage they picked didn’t make the difference.  Buying and selling the house is about having the right property at the right price, with an agent who is right for you.

So when it comes to choosing a brokerage to help you buy or sell your home, pick a qualified agent that adds value – don’t pick the brand.  And give independent brokerages like Lawyers Realty Group a chance.   We aren’t trying to conquer the world.  We are trying to help good people buy and sell the smart way.   Buy Smart.  Live Well.