Firms set limits on broker branding

From the March issue: A controversy over advertising by top-producing brokers at Prudential Douglas Elliman proves that when it comes to branding, it’s possible to have too much of a good thing. Curbs on ad content by brokers who operate as Elliman employees but also seek to brand themselves or their groups went into effect at the end of the year, and now those brokers must have their ads vetted by the company’s marketing and legal departments. Other brokerages are also grappling with the question of how much autonomy to grant their brokers when it comes to self-branding. more By Cathy Hobbs