A brand that stands behind our agents, not in front of them.
I like the clean look of their new branding. KW is certainly doing something, including their recent app platform for agents. That said, branding isn’t pretty logos. It’s the values and actions behind them — go to war values.
Of all the large franchises, they seem to be doing the best job at appealing to the next generation of agents, whether their long term strategy works remains to be seen. I don’t care about agent counts. Are their efforts helping their agents succeed in their markets, and grow their respective businesses? That’s the real question.