In February 2017, I left a very high profile internationally recognized real estate brand to take an opportunity with a locally emerging real estate firm here in Columbus. Key Realty, has its roots in Toledo and has a formidable presence in that market. While the firm is lesser known in the Columbus area, it has grown from about 45 agents locally to a presence of almost 300, in just 3 short years. Key Realty also operates in numerous communities throughout Ohio as well as in Michigan and Florida. I had been hearing about their amazing growth and it made me wonder what would cause such a powerful increase in a market with over 7,000 agents?

Local business schools and colleges graduate hundreds of new agents each year. During “career night” students are afforded an opportunity to meet representatives of numerous local firms. A typical monthly event reminds one of “speed dating.” Competing companies together in one large room, vie for the attention of the students long enough to give a short elevator speech and secure their contact information. Then the race to procure new agents begins. Many new agents are eager to “share” their sphere of influence with the new company in return for what they hope will be intense training and mentoring. Very often they are disappointed after paying a variety of high fees and being directed to online tutorials.

New agents typically aim to align with firms because of major brand recognition.  They think the name alone will jump start their careers. Often taking that path can be short sighted and potentially more expensive for the candidates. Statistically, brand recognition as an influence to the public in choosing a Realtor® is less than 5%.  Choice is generally based upon a prior relationship, personal referral, internet search, or a variety of other methods. Every firm has different commission arrangements and fee structures. Even "same name branded companies" are often independently owned and operated, thus pay plans, terms and support will vary. The primary focus beyond compensation should ALWAYS be the educational programs and company culture. Without proper instruction, personal support and mentoring, new agents may have a rough go. The typical dropout rate in the real estate profession exceeds 85% within 3 years, largely because of lack of training, high fees and access to quality educational programs.

I was, and still am greatly encouraged by the training Key Realty places on its’ new agents. Even seasoned agents have mandatory orientation and formal classroom training requirements. When offered the opportunity to assist in training new agents I jumped at it. I know that the promise of serious education and a commitment to making sure the agents take advantage of those opportunities is critical to the success of a great Realtor®.  I was brought on board to help facilitate the Wednesday night classroom training sessions which offers a 16week curriculum. The series covers a myriad of subjects pertaining to the real estate industry.  A company which invests in the quality and caliber of the agents they hire is a win, win situation and I wanted to be a part of that culture.

 I have seen agent after agent take advantage of all of the things Key Realty offers including a comprehensive and extremely fair fee structure, classroom training and a corporate culture which truly supports its’ agents. Having been a part of this rapidly growing enterprise for almost a year, I become more and more excited as we continue to grow as a firm and engage some of the most promising and gifted real estate professionals in the business. 

Our commitment to the highest standards of practice and our ability to attract exceptional real estate practitioners speaks volumes.   The real estate professional who is patient, listens well, honors their commitments and builds solid relationships can be assured they are on the brink of a rewarding career and a lifetime of great friendships! What is true in any business or industry, branding only provides recognition. Quality, consistency, corporate culture, trust and so much more determine loyalty.

In our industry, the Key Realty brand gives us the platform, where we choose to stand on it is up to us.

"WE define the brand – the brand does NOT define us" Carol J. Sommer, Realtor®