The National Association of Realtors polled home buyers and home sellers to see what was important to them when choosing a real estate agent. From the chart above, we can see that over half of the clients chose their agent because of their reputation and trustworthiness. Another one fourth of the clients chose their agents because they knew the neighborhood or knew a friend / family member.
Not surprisingly, only three percent chose their agent because they were associated with a particular real estate firm. As agents in the business, we may get too involved thinking the brokerage firm matters. It isn't nearly as important to our consumers.
I hear that a lot. Change IS scary. However, the consumer doesn't place as much importance on the real estate brokerage as Realtors do. Check out this study from the National Association of Realtors: