- GMAC Real Estate
- Becoming the Agency of Choice in the Home Sales Game
When GMAC Real Estate's Metro Brokers wanted to better understand the attitudes and opinions of their brand vs. other leading agencies among current and potential agents, they hired Ascension.
Armed with the knowledge that agent revenue is as big or larger driver of Real Estate brand income than home sales commissions, Ascension profiled GMAC and competitive agents to identify the key strategic drivers of agent brand selection. The effort required Ascension consultants to conduct deep dive one-on-one qualitative research with a wide array of agents across the southeastern United States.
The result of an exhaustive investigation over several months was a leveragable new agent marketing and compensation program which was ultimately implemented to help GMAC Metro Brokers continue its leadership position in one of America's most competitive and fastest growing real estate markets.