Consumers make choices for a variety of different reasons: ease of use, price, brand recognition. With respect to choosing a real estate agent, it appears that brand recognition does not rank very high on the list. According to the National Association of Realtors, an agent’s association with a particular firm is a low priority. The survey states that consumers value agent trustworthiness and the reputation of the agent above all else. As far as I’m concerned, this bodes well for small brokerages like Norhill Realty. Hopefully, social media and localized review information is putting more emphasis on localized, individual research on individual agents, rather than the reputation of big national brands.
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