In this monthly column, Anthony Askowitz will explore a hypothetical Miami real estate situation from both sides of the broker/agent dynamic. A Miami real estate agent is questioning her brokerage’s direction due to its “old-school” image and branding. Agent perspective Perception is reality, especially in a style-conscious place like Miami. The unfortunate reality is that my real estate office is perceived as old-fashioned and behind the times, largely because we have been using the same branding and imaging for the past 15 years, and our office is in desperate need of a makeover. As I visit with colleagues in their offices, flip through local lifestyle magazines and observe local advertising billboards, I see our competitors presenting very modern, hip, cutting-edge identities complete with eye-popping graphic design, crisp and innovative logos and high-definition photos of listings and agents. (Who look like fashion models!) It’s almost embarrassing to see the con…
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