When hiring a listing agent, focus your goal on who does great marketing, and who you trust to give you good guidance and representation through a transaction. Your buyer will likely come from anywhere, any number of different agencies in your marketplace. You will want a listing representative who will reach aggressively to all buyer agents at all co-op brokers. Additionaly, look for strong online marketing skills that will reach to your buyer, wherever he or she may be, regardless of who they may be working with.
You pose an interesting question. I'd like to share a couple of statistics that might surprise you.
The California Association of Realtors performs a survey each year of buyers and sellers. In the 2006
Survey, sellers cited the company affiliation as important 2.2 out of 5, five being very important. In the 2007 Survey, company affiliation did not even track.
What does this mean? Sellers select and interview Realtors based on their reputation in the area, not their brokerage. So maybe you should ask around for suggestions. IMHO sometimes the "big" brokers are not the best.
Also, as a side note, Keller Williams Realty spends ZERO dollars on corporate advertising. That's right, you have never seen a Keller Williams ad. The reason for that is that KW figured out that it's the relationship people have with KW associates that matters.
Here is an interesting piece of news:AUSTIN, TEXAS (May 23, 2007) â€” Keller Williams Realty ranks among the top five established and recognized real estate brands, according to the recently released Swanepoel Trends Report 2007, published by RISMedia.
While other national real estate franchises spend tens of millions of dollars every year inundating the airwaves and print media with professionally crafted consumer advertising campaigns designed to establish their brand as the best, Keller Williams Realty â€œhas never spent a dime on national advertising to consumers,â€ says Gary Keller, chairman and co-founder, Keller Williams Realty.
So, aside from some shameless bragging, the Realtor that you select should be the best Realtor. Company affiliation may be important in some part of your decision-making process, however the weighting should rest with the Realtor.
One more closing thought. You don't mention how you know that this brokerage is the primary agency. It may well be that after some investigation there are more alternatives than you thought.
Good luck, and Merry Christmas!
Note that we are mostly independent contractors chose to be associated with a certain Brokerage; the brokerage should allow and encourage healthy and honest competition for the consumer's benefit.
Is the primary agency in your area the best? Not necessarly. Some companies do well because of 2 or 3 good agents in the office. Then there are the realtors who do well because they are involved in the community---both of these are good. When you call the office to talk to an agent, you can get anyone on the phone, speak with them and see if you like what they have to say and if you think you could have good rapport with them. Ask the agent if they could meet with you at your home. Most realtors are good, there are only a few slackers.
I always say a realtor is a realtor, we are all the same as far as knowledge goes, but do we have the time and energy to persue what you need as far as your house goes? Remember, just because your house doesn't sell, it is not necessarily the realtor's fault. It could be your location, the upkeep on the house ( a 70's house that hasn't been improved on thru the years will not sell for the same price as an updated house).
When picking an agent, the Company you choose does not have to be the one that is the most well known. Small offices are just as good, and many times better, as they may be just starting out and truely appreciate your business.
Work with someone you trust and as importantly, you like. Selling your house and mortgage financing can be a mysterious process as it is. Find an agent you feel can cumminicate the best with.