Sellers who approach agent track records as transparent performance data make worse agent selections than sellers who approach them as curated marketing material. The difference is not cynicism - it is the appropriate calibration for a document that is prepared by the person being evaluated.The goal is not to distrust every number an agent … Read More

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 a… Read More

There is a gap between what sellers see of an agent campaign and what actually shapes the outcome. The open home is visible. The buyer follow-up is not. The marketing is visible. The negotiation positioning is not. The listing is visible. The work that makes buyers take it seriously is largely invisible.The difference between a campaign man… Read More

Track records are real. The sales happened. The prices are accurate. What is missing is context - and context is where the picture changes. A list of twenty sold properties in twelve months looks impressive until you find out the agent had forty listings and half of them did not sell.Most sellers do not know what to look for in an agent tra… Read More

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.Brand recognition and agent performance are separate variables. The first is a function of marketing spend. The second is a function of the individual agent and what… Read More