Tory's philosophy
Be Your Own
Brand.
When I say "be your own brand," I mean something very specific. It's the philosophy I built my business on, and it's the reason I chose REAL. This is what I actually mean by it.
The manifesto
What It Means to Be Your Own Brand
This isn't a slogan. It's the way I actually think about this business, and it's the lens I use for every decision I make, including the brokerage I chose.
"The 2026 NAR Generational Trends report found that 35% of sellers choose an agent based on reputation, 22% on honesty and trustworthiness, and 15% because the agent is a friend or family member. Only 2% choose based on brokerage affiliation. The person, not the brokerage, is what matters."
Tory Akene, AI Certified REALTOR®
The person, not the brokerage
The 2026 NAR Generational Trends report looked at what actually leads sellers to choose an agent, and the person wins by a wide margin: 35% choose based on reputation, 22% on honesty and trustworthiness, 15% because the agent is a friend or family member, and 11% on knowledge of the neighbourhood. Compare that with just 4% who choose based on commission and 2% based on brokerage affiliation. The person, not the brokerage, is what matters.
The opportunity in your own sphere
There is so much opportunity out there, especially within your own sphere, that a lot of people underestimate. The people who already know you, who already trust you, who you've already helped along the way. That's where so much of this business lives, and it's bigger than most agents give it credit for.
You are the brand
Being your own brand means that no matter what brokerage you're with, you can still be successful in this business. But choosing a brokerage that can elevate your business or make things easier on you is a key determination. It's not the only thing that matters, but it matters.
The honest comparison
Let me be honest with you: different brokerages do different things. Some are great at having training available but not so great at helping you implement it. Some are great at keeping your costs low but not great at helping you market your business or with lead generation. Honestly, you can grow at any brokerage, but you should know what you're actually getting.
The circle you need
But you definitely need to be in a brokerage, a circle, an atmosphere of people who will uplift you, people you can look up to, people you can learn from and who encourage you. Because this business can be a very lonely business, even though we're surrounded by tens of thousands of agents in each of our local areas.
Your authentic self
Being your own brand means putting your authentic self in your business and attracting clients who you want to work with. It's about determining what is your niche, who is your ideal client profile, and being able to market towards them and solve their problems.
More than a colour scheme
Being your own brand is not just about the colour scheme you pick on your business cards or your website. It's about what are your pillars, what are your morals, what are your traditions, what are your methods or systems in place that you have to give a client experience to each and every person that comes across you.