My area is dominated by one major brokerage — I cannot compete with their brand.

"Brand dominance is about awareness, not preference. Studies show that most consumers do not know which brokerage their ideal agent works for — they find the agent first, then the brand."

"What percentage of your business comes from people who chose you over a competitor at the same brokerage? That is the data point that matters."

"We have a personal brand strategy specifically for agents competing against large brokerages. The goal is to make your name more recognizable than the brokerage brand in your target area."