Brokers Need to Sharpen Their Value Story

WAV Group is re-launching a number of brokerage brands today. Re-launching a brand does not require a brand to change, but the brand communication changes. We review how the brand is communicated everywhere, but especially where the brand has the greatest reach – in your technology applications.

A brand re-launch begins with a strategy to tell the story about why your brand is a good choice. We identify why your managers (employees) work for your firm so competitors do not hire them away. We define the reasons why agents (contractors) work for your firm so they cannot be recruited away. But, most importantly, we identify why consumers trust your firm so they do not wander elsewhere.

• The single most important place to reinforce your brand is in your presentations. What is the story that you tell managers when you are recruiting?
• What is the story that managers tell agents when they are recruiting?
• What is the story in your listing presentation that agents are conveying at the kitchen table?

In most cases, the brand story is old and tired. When I show the story to principals, they are appalled. Firms forget to update their brand story. Moreover, everyone's listing presentation is looking the same these days, and that is a problem for brands. WAV Group thinks that brokerage firms should perform a hygienic cleansing of a brand every year. We are happy to help. Marilyn Wilson of WAV Group is among the top marketing professionals in our industry. Before her decade-long experience as a founder of WAV Group, she was the EVP of Marketing for Fisher-Price, one of the top 10 international brands in the world.