When I worked for the big box company, I had 3 questions

1. Do you have any questions about my company?

2. Are you 100% sure you want to sell?

3. Are you 100% sure you want to use me?

When I went on my own, as a broker and owner, I skip the first question.

100% me, my team and my network which includes Active Rain and Buffini & Company .

In my present & past brokerages, which I appreciated all of them:

Big Block, Coldwell Banker, One Source Realty and Cashin Co are/were seldom mentioned in my career except for the the powerful marketing some contributed. In 21 years, I have been hired once because I was CB at the time. Most clients 1999-2020 have no idea my company name.

They are hiring the man, not the company. They are hiring my team and relationships, not the company brand.

Sell my sell.

While there are some sellers who want a specific company (the one with all the signs!) most don't care. They just want the agent who will sell their home.

Most buyers don't care about the company at all.

I sell myself and my services.

Great question! I followed your path and used to talk all about the company and then realized that the client really needs to know all about the one doing the work....! 

That is what we would recommend, exactly what you are doing. A

Myself, my service, my knowledge.  

People (buyers and sellers) who are only focused on the brokerage are not my people. When I was affiliated with a big box it was me they hired and I did all the work. 

An Independent broker since January 2012 people hire me because I can serve their needs.  

Some people may be attracted to the name over the door of your office but most come to us due to referrals or on-line searches that spur inquiries. I can't remember when someone may have said that they were searching for an agent from our franchise, or other franchises with which I have been connected, because they had heard it strongly recommended.

You, you and then you. The tools you use will come forward.

As your explanation revealed, it depends on the maturity of one's business.

However, that reflects very traditional real estate agent thinking.

Tony ~ I sell myself, my knowledge, my experience heavily; with the backing of a locally known company that has the back office systems to support me.

Our company, me and our team. 

Back in the olden days when we were w/another company it was always "sell yourself and what you can do and the company was secondary."  Now that we have our own company, it's still the same but with the fact that we are the company and the benefits that provides.

Mostly myself but I don't hesitate to promote the power of my broker when asked.

What a good question.... The ole tried and true still prevails i.e. people buy from people first and then the product. There are many ways to cross the road less we forget and box our selves in...We are looking for what works called: RESULTS and this is subjective. One thing I know: The answers await!

 Hi, Tony.

    When I started in this business, I pushed my company. 

     An experienced agent took me aside and said, "Promote yourself!  This company spends a fortune on advertising and branding; why help them out?  You may not even stay with this company.  You need to market YOU!" 

     I took that advice, and I give that advice to others in this business.

I never needed to sell the company when working in a highly professional  RE/MAX office.