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Choosing a Brokerage



One of the first and most important decisions a new agent must make is choosing a brokerage to work with. By law in most locales an agent must practice under the supervision of a managing broker or brokerage company, meaning this decision can be paramount in your ability to be successful in your new endeavors. Think of a brokerage like your managing partner - they must display the same traits and values that you will encompass when creating your own personal brand.

You are the owner of You Inc., anything and everything you are associated with will influence your brand image in the mind of the consumer. In addition to aiding in creating your brand, a brokerage will be the backbone to your business - they are there to guide you and show you the way. Since this decision is of upmost importance, here are some fundamental questions you should ask yourself, and prospective brokerage, throughout your search for your perfect match.

Questions for you

As mentioned, you need to ensure your new brokerage has a compatible style as it relates to customer service for you and your clients. Your brand values and image must match up with your brokerage. Ask yourself the following questions before interviewing different brokerages to hone in on exactly what you want out of the relationship:

  1. Who is your ideal client? Create a persona for your ideal customer including demographics, psychographics, behavioristics and geographic information. Who are they, what do they want, and how do they want it? This is important as your client will also be the client of the brokerage. As yourself, will this fictitious "ideal client" want to work with the brokerage you are considering?


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