Are Brand Names Better?

As a father of three sons, I've been through the "must have" brands a couple of times. You know, the teenager that turns to you, upon opening a Christmas present, and gives you that look, "You expect me to wear that"? In other words, if it isn't a brand name, I ain't wearin' it.

Of course, growing up in a family of five boys with a father who worked two jobs to provide for his family, we were simply happy not having to wear hand-me-downs! However, as we know, times have changed. Besides, as my sons were probably thinking (just as I was at that age), "What does Dad know"?

But, the apparent need to wear brand named clothes brings up a good question, "Do brand names make a difference"? While many are convinced that the brands make them more hip, are those clothes really any better than their non-brand name counterparts? And, what about other items we purchase or services we make use of? Does a popular or well known "name" make a differnce in the quality of the product?

In the real estate business, we have our share of "legacy systems" or brand names that most people recognize, but few have taken the time to carefully research. But, are the "big players" (Century 21, Coldwell Banker, ReMax, etc) any better than their competitors who lack that Brand identity? Do their tools and information do a more effective job of assisting their clients and customers to buy and sell, or market homes? In other words, do they necessarily provide a better service?

Recent surveys have shown that those in the market for homes are looking primarily for home, neighborhood, school and other "local" information when searching for homes. While this information used to take days or weeks to compile, it's now readily accessible in minutes via the internet. In many ways, the web has served as a "force multiplier" or equalizing force for smaller companies in their attempts to compete with better financed and supported national real estate brokerage firms. Does the information they provide, those in the market to buy or sell, different than that provided by brand named firms? Perhaps when all is said and down, it isn't the "company", big or otherwise, that should be the focus of the consumer. After all, as many an agent, and client can tell you, it really boils down to the individual professional doing the work, not who they work for.

Just think, if the internet does level the playing field for agents by providing the resources needed by clients to achieve their objective, isn't the onus on the individual professional to be where the money meets the road? Aren't they the interface with the client? Is it not their interpersonal skills, job knowledge, and judgment the client is dependent upon? Or, is it the brand name of the company the client is putting their faith in?

Choosing a brand name may provide you the security of knowing (well, at least, assuming) what you're signing up for. National brands certainly have the resources to support the needs of the clients they serve. But, where content is king, bigger doesn't necessarily mean better. In my profession, the individual agent is the "pointy end of the sword."

It is the individual agent's expertise and professionalism you'll be relying on to make your home buying, or home marketing venture as smooth and seamless as possible, whether they work in a company of two, or two hundred. The next time you look for a real estate professional to assist you, it may serve you well to consider the words of legendary coach, Pete Carill:

"The strong take from the weak, but the smart take from the strong."

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