The following quote caught my eye in a story about two top brokerages merging in the Poconos in Pennsylvania:
“We’ll save on brick and mortar. We will move Heather’s offices into our existing offices,” and abandon the current Coldwell locations, Wilkins said.
That will give the company more marketing dollars to reach their customers and sell homes more effectively.
“We will be able to do more advertising and be a real leader in the Poconos. When you not paying your advertising money for electric and snowplows, it puts more marketing dollars to work,” he said.
In another interesting note, the two agencies were both Realogy brands.
According to CEO Tom Wilkins, this is a union that Realogy is encouraging across the country.
“The Realogy people– they want this to happen nationwide. In the past they wanted to keep the Coldwell brand with other Coldwell operators. Now they say we don’t care if you cross merger – we don’t want to lose you,” he said.
