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The market might have changed, technology might have come a long way, but if there’s been one major shift in the real estate industry in the past 10 years, I’d argue it’s the fact that clients now select agents based on the individual not the brand.
And for every agent out there working hard to gain listings and make sales, there is incredible power in that statement.
In a world where referrals, testimonials and the digital interview are the deciding factors for how customers select their agent of choice, the brand an agent works for has faded into the background.
Now it’s about the individual agent, whether their name is familiar, whether they’ve been recommended by a friend, or whether they’re seen as a local expert.
An agent’s individual track record is but a Google search away, their personality is evident for all to see on social media.
And it was this growing shift that got me thinking back in 2015. If the individual agent was now more important than the brand, surely there was a way to help agents tap into their own reputation and embrace a growing trend?
What if we could offer an agent all the behind the scenes support they needed to succeed, but allow them the freedom to create their own business and establish their own personal brand?
It was that simple question that led to the formation of the Eview Group - the first multi-brand network in Australia.
At the time the concept of a multi-brand network was met concern and resistance. There was fear of brand dilution, talk of market confusion and discussion about network devaluation.
Seven years later, of course none of that has come to pass.
Instead, we have an ever-expanding network of agents keen to forge their own destiny, harness the hard-earned reputation they have built, and create a business under their own brand backed by our support.
I see that agent as my customer, and their sellers as their customers, and I liken the concept to driving a company car where the agent gets to choose the colour, make and model, and personalise the number plate.
Behind the scenes, corporate administration is then responsible for the pit crew that services that vehicle and ensures it achieves peak performance.
In real estate business terms, the model sees agents choose their branding, and allows them to do what they do best – listing selling, and if they choose, growing a sales team and property management division.
Meanwhile, we provide the all-important, but time-consuming backend administration.
I firmly believe when agents take the step of agency ownership and are guided and supported by a proven system, they get to leverage and amplify their success.
They get to achieve the best of both worlds - independence and the freedom to be in business for themselves but not by themselves.
And the success of our members along with the growing reach of our network is testament to this approach.
When agents step out into a business they are responsible for, inspired by and that bears their own brand, incredible things can be achieved.
If that vision is supported by a network of peers and a ‘pit crew’ that focuses on the back of house tasks, that success is amplified and comes all the sooner.
If the past few years have taught us anything, it’s that the world can change quickly. Recent times have also revealed the importance of technology, and the flexibility of working where and how you want to.
Critically, they have allowed us to re-evaluate our lifestyle and our priorities, with a view to embracing rather than putting off our dreams.
If your dream is to own your own agency and to build a brand that harnesses your reputation, there’s never been a better time.
For all enquiries, please visit https://www.eview.com.au/membership/ or email
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