For the past decade, some real estate companies have been riding the wave of "franchise success". The advent of national real estate company franchises has followed a consumer appeal for certain other types of franchise products and services. The fast food industry has successfully led the franchise wave through its ability to provide "consistency" in the type of product and service that they deliver to the public.

Consistency is the key word in most successful franchise industries. Consumers have proven that they are willing to patronize companies which give them exactly what they expect to get. Fast food chains have food preparation and delivery down to an exact science.

Certain assumptions have been made about service-oriented franchises - real estate being one of them. In many real estate franchises, the only consistency that can be found is in the logo, sign and advertising paraphernalia that is mass produced for its members. The type and quality of professional service that you might expect at one franchise real estate company is not necessarily guaranteed or remotely close to that which you would find at another franchise member.

The size, staffing, advertising budgets, office protocol and management philosophies can differ radically between two companies affiliated in the same national franchise, but real estate professionals and homeowners alike often make a decision on that company based upon an "assumption of consistency".

Nearly all real estate companies are individually owned and operated, it’s just that some of them have chosen to have their names listed under a nationally advertised logo.

What is important to understand is that "real estate franchise" is not synonymous with "consistency in quality or level of service". Your decision to choose a real estate company should be based on a comparison of all of the important elements that the particular company that you choose has to offer.

Smart real estate professionals look past the logo before they sign up.