Do consumers prefer the bigger brand when choosing a real estate broker? Maybe yes, maybe no.

Perhaps sellers are drawn to the big brands based on the perception that they are more successful, and therefore, more qualified and experienced to sell their home; the large brokerages have greater resources to advertise and market the home; they have access to more buyers because they have more agents; and their brand name recognition may mean buyers will feel more comfortable dealing with them. In essence, does the big brand provide a greater level of security and marketing clout to a seller?  In other words, is the seller hiring the brokerage when it hires the agent in that brokerage?  Does the big name brand give an agent an edge in listing presentations?

But what about buyers?  Are their needs different?  Buyers don’t have a marketing or advertising need.  They need someone to take them to see homes.  Maybe they seek comfort from an individual agent who can understand and fulfill their needs, regardless of big brand broker affiliation. Personal attention maybe more important to a buyer, especially a first time buyer– the quick return calls, the availability, the time to talk and understand.  Does the smaller firm have an edge over the big boys when it comes to buyer perception of personal attention

Just wondering.  What do you think?

What is your experience with size?