{"id":12284,"date":"2010-06-16T17:47:43","date_gmt":"2010-06-17T00:47:43","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=12284"},"modified":"2010-06-18T14:53:21","modified_gmt":"2010-06-18T21:53:21","slug":"success-in-real-estate-brokerage-branding-what-the-public-really-wants","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/12284\/success-in-real-estate-brokerage-branding-what-the-public-really-wants\/","title":{"rendered":"Success In Real Estate Brokerage — Branding — What the Public Really Wants"},"content":{"rendered":"

<\/object><\/p>\n

Daniel Pink has put out a video<\/a> with some interesting facts learned by those in science studying human behavior in the workplace. It’s relatively short, chock-full of information, much of which goes against what we’ve all ‘known’ for quite awhile. Watch it or not, I’ve included it to allow you to understand how I’m relating its content to the real estate industry. <\/p>\n

In a nutshell, credible studies tend to show that money isn’t the predictable motivator we thought it was when it comes to doing things requiring, you know, thought and stuff<\/em>. In fact, they learned that when it comes to tasks requiring real thought, that the more reward promised, the bigger the failure. Hhmm<\/p>\n

Supposedly if management in large real estate firms would allow greater autonomy, create an atmosphere fostering mastery, and give purpose to their agents, they’d crush the competition.<\/p><\/blockquote>\n

Many in real estate have compared large real estate brokerages to boutique brokerages using this template. The assumption is that boutiques draw agents wanting to be part of the mix, so to speak. Yet except for the large dinosaur operations, many if not most of the BIG firms are at least making valiant attempts at becoming agent-centric, in spirit if not in fact. This, in my opinion, is why the big firms won’t die out. They’re making the turn — it just takes carriers longer to achieve the actual directional change. <\/p>\n

The discussion though, has now turned to how all this affects branding — in real estate<\/em>. Let that sink in — but first install the three main words used by Pink’s video:<\/p>\n

Mastery — Autonomy — Purpose<\/strong><\/p>\n

Before continuing, know I’m with you.<\/em> Mastering what we do for a living is a good thing — as is sufficient autonomy and having a purpose important to the practicing agent. But seriously, real estate? Branding? Get outa here.<\/p>\n

Look, I understand there are niches of price, location, property type, etc. Ultimately the buyer or seller has to choose a company. Whether your home is a million dollar showpiece or a $99,000 condo conversion in an iffy neighborhood, the bottom line reason thinking people use to Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Daniel Pink has put out a video with some interesting facts learned by those in science studying human behavior in the workplace. It’s relatively short, chock-full of information, much of which goes against what we’ve all ‘known’ for quite awhile. Watch it or not, I’ve included it to allow you to understand how I’m relating […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5,10],"tags":[],"class_list":{"0":"post-12284","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-real-estate","7":"category-realty-reality","9":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":593,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/593\/introducing-russell-shaw\/","url_meta":{"origin":12284,"position":0},"title":"Introducing Russell Shaw . . .","author":"Greg Swann","date":"November 2, 2006","format":false,"excerpt":"We built BloodhoundBlog to be a brokerage weblog. 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Though not all DB's are office\/company\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3214,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3214\/i-can-think-i-can-wait-i-can-fast\/","url_meta":{"origin":12284,"position":3},"title":"I can think. I can wait. I can fast.","author":"Cheryl Johnson","date":"June 6, 2008","format":false,"excerpt":"Back\u00a0\u00a0in the late 1960s and early 1970s, I read all the works of Herman Hesse. \u00a0 Some of them over, and over again.\u00a0\u00a0Siddhartha \u00a0stuck a deep chord. Siddhartha, after living three years as an ascetic, emerges from the forest and meets a beautiful woman. \u00a0In order to obtain worldly items\u2026","rel":"","context":"In "Casual Friday"","block_context":{"text":"Casual Friday","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/casual-friday\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1752,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1752\/wagging-the-dog-at-the-carnival-of-real-estate\/","url_meta":{"origin":12284,"position":4},"title":"Wagging the dog at the Carnival of Real Estate","author":"Greg Swann","date":"August 6, 2007","format":false,"excerpt":"Our policy is that Cathleen Collins chooses our nominees for real estate carnivals. I trust her to be objective, particularly about my posts. The contributors are polled for nominations on Saturday night, with their suggestions going to Cathy. 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