If you’ve spent more than five minutes on a real estate website, you’ve probably noticed an amazing coincidence: every brokerage is the #1 brokerage. Every. Single. One.
Some are “#1 in Customer Satisfaction.” Others are “#1 in Sales Volume.” Some are “#1 in Growth.” Others are “#1 in the Tri-County Area Among Left-Handed Agents Who Closed on Tuesdays During Leap Years.” There are so many number-one brokerages that we’re beginning to suspect mathematics has filed a formal complaint.
Every brokerage also has “the best agents.” Not good agents. Not experienced agents. The absolute best. Apparently, every outstanding Realtor in America accidentally joined a different company.
The recruiting pitch, translated
- “Our culture is unmatched.” Translation: We have free coffee.
- “We’re a family.” Translation: You’ll still get texts on vacation.
- “We offer cutting-edge technology.” Translation: We finally updated our website.
- “Our training is second to none.” Translation: Please remember your password before Monday’s webinar.
And, of course, every brokerage is “disrupting the industry.” Apparently, real estate has been disrupted every year for the past two decades. Every new company promises to revolutionize the home-buying experience with an app, a dashboard, an AI assistant, a podcast, and a logo featuring either a roofline or a compass.
“We’re changing the way homes are bought and sold.” Really? Do buyers still need financing? Do sellers still want top dollar? Do inspections still uncover that one mysterious leak no one has ever seen before? Then perhaps you’ve disrupted your branding — not the industry.
The awards and the testimonials
Brokerages proudly announce they’ve won “Best Brokerage” for the eighth consecutive year. Best according to whom? An organization you’ve never heard of that also sells crystal trophies the size of microwave ovens.
And don’t forget the testimonials. “Our experience was amazing!” “The team exceeded expectations!” “They treated us like family!” Statistically speaking, at least one client must have said, “Yeah…it was fine,” but somehow that review never makes the homepage.
Here’s the funny part
Most brokerages actually do have talented, hardworking professionals. The truth is that buying or selling a home usually depends far more on the individual agent than the logo on the business card. A great agent can be found at a large national brand, a boutique brokerage, or a small independent office.
The sign in the yard doesn’t negotiate. The logo doesn’t answer late-night questions. The slogan doesn’t show up for inspections. People do.
So the next time a brokerage proudly announces it’s the absolute best, smile politely. They’re probably telling the truth. Just like all the other “best” brokerages. Apparently, first place has unlimited seating.
Prefer to judge the agent, not the logo? Get to know how I work.
