Brand name is great for recognition. And in most cases, for consistency. Go to a pizza chain or another fast food chain, and you are pretty much guaranteed the same quality of food, no matter what. But will the level of service be same in all other similar franchises? And the answer is "Absolutely Not". The service is based on a person's attitude, it has nothing to do with the product, unless the training standards are very strict and so are the hiring standards.
This becomes worse and changes very quickly in service industry, such as insurance, finance, and real estate. While I don't know much about other industries, I sure can talk of real estate. And one thing I can tell you with 10,000% guarantee - no two agents, within the same office, are alike. No two offices (same franchise) are alike either. Sadly, the recruiting standards at the franchise level hardly exist. Can you breathe and do you want to join us - these are not great standards to recruit, don't you agree? While there are some offices in the country (and many are independent offices not affiliated to any franchise) that adopt an excellent standard of recruiting and training and making sure the customers come first, sadly most are not. Part time, no problem! Don't want to come to office meetings, no problem! Don't want to be trained, it's OK! Want to do just 2/3 transactions a year, it's OK too! Infact, some companies will even offer high commission splits to attract anyone and everyone!
So what do you do as a consumer to ensure excellent service and the knowledge to handle most likely your your largest transaction? Here are few thoughts;
1) Ask the agent about their current success and experience and training.
2) Ask the agent if they do this full time or part time.
3) Ask the agent how many clients they have helped in last 12 months.
4) Visit the office and check the environment. You will get a good feel about the office. Does the office reflect an environment that puts clients first?
5) Meet the broker/owner if you can to see what their commitment is to your satisfaction, specially if things do go wrong.
6) Ask them about their satisfaction guarantees. Will they tie you to them or will they let you go if you are not satisfied with their service? Ask for this in writing. Insist on Unconditional Guarantee!
7) Ask for names of last 3 clients they have assisted - last 3 (not just any 3). Infact, ask them for few (or all) of their current clients too.
In my opinion, Real estate is not at all about franchises (I have been on both sides of it). Same franchise will give you 2 offices in the same town, both with totally different attitude of service. Forget the franchise, even the same office will give you agents with different outlook on how to serve clients. So don't just choose any agent. Choose the one who will put your interest over theirs - Not just as a slogan, but sincerely believe and do so.
One last thing about most franchises. They are independently owned and are only as good as their leadership wants them to be with their internal policies, just like any other non-franchise office. It is great for name recognition but that is about it, in many cases.
Want to share your thoughts and experiences on your dealings with franchise and non-franchise offices? Agents in general? We would love to hear from. Your input will help us further improve so that we can offer even better service to our clients.
Sanjeev Aneja, ABR, CRS, GRI
Broker/Owner
On Track Realty
http://www.ontrackrealty.com/
732-494-2211
http://www.forittobe.com/
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