While an independent agency may be able to build up a loyal and repeat client base after years or even decades servicing the same location, a real estate franchise offers agents and principals a way to bypass this, to an extent, with a nationally recognised brand.

When home sellers look for someone to entrust selling or managing their most significant asset, they may feel more secure in dealing with an agency that has an established name and identity. But it’s also clear that the traditional franchise model in Australia comes with frustrations for successful principals – namely, having to hand over a significant percentage of your commissions, alongside high ongoing franchise fees.

With the real estate landscape changing in response to the internet, it’s worth reflecting on what value is derived from being part of a franchise and how much a national franchise brand contributes to your success.

An established brand and identity

There’s an inherent professionalism that comes with being part of an established franchise or network. This is conveyed in the brand messaging, corporate livery, the retail experience with standardised office fit-outs and the familiar templates bringing consistency to every piece of marketing, from stationery to signage, to the myriad of advertising materials.