I had an interesting discussion with a potential home seller this week. As the market in Edmonton has started to slow down, they felt that they wanted to list with one of the big branded real estate companies, in order to have any real chance of selling. I found this curious and would have to disagree for a number of reasons.
1. I call it the ‘brand trap’.
The big company brand is a facade. I understand why people would find comfort in it. They see the same brand everywhere and I imagine they conclude that there must be an army of professionals all marching in lockstep to sell people’s homes. The truth is that each office is independently owned and each Realtor® is an independent business person running their own micro-business within the…
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