As more NYC brokers and firms change business models and adapt to today’s Facebook culture, they are forced to transform their images too
From the June issue: Branding. It’s the reason you choose Coke over Pepsi, Stumptown over Starbucks or Barneys over Saks. But when it comes to buying real estate, how much do brand names matter? As Manhattan’s real estate firms jockey for position in a tough market, the significance of branding is changing rapidly. This month, The Real Deal looked at the importance of image — for firms and agents alike — in the altered marketplace. Some believe that brand loyalty is becoming less crucial in real estate, as technology grows increasingly sophisticated and consumers can access property listings without brokers’ help. [more]
