Franchisors

Battle of the Brands

There is no questioning the prominence of real estate franchise brands that dot the landscape of every major market in the United States. In addition, there is, or at least there should not be, any question with respect to the battle of the brands.

REALonomics as an economic discussion forum remains brandless while sifting through the the grist mill leftovers, attempting to extract principles that are clearly aligned with and applicable to what we recognize as The New Real Estate Economy.

Let’s work around logos, color schemes and door hangers as any measure of the definition of brand power and instead ask ourselves the more difficult question; which of the brands offers the most effective business model that will return the highest possible ROI to an owner?

Furthermore, REALonomics, if it is worth the science it claims to be, must ask the hard questions of the real estate industry’s brand plethora, such as:

• Which brand delivers owners the highest ROI annually?
• Which brand provides owners with the best exit strategy?
• Which brand brings owners the best market model?
• Which brand is the most consumer-centric?

We have traversed the first ecnomic wave of the real estate industry. We are in the final days, months and at best, years of the trailing edge of the second economic wave of the real estate industry’s evolution.

The industry, in my opinion, has clearly entered the third economic wave, the consumer-centric era of the industry, which I have predicted will deliver unprecidented change and challenge to owner/operators.

How do the brand leaders deliver to owners the ability to fundamentally manage the tsunami-like changes hitting them from all sides, while providing true value-propositions with respect to the re-invention of the their market model for maximum ROI?

The answer to this question and the delivery of real solutions to owners is the watershed in the battle of the brands.

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