Needs to be something memorable so people can easily recall it when they are no longer looking at your direct mail piece, sign or whatever.
There's a big debate over whether it's better to look small (just you) or big (a business). We think, for an asset as important as a home, people want to deal with professionals that can do what they say...
Bryan
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A lot of folks that have a branded company, have also branded themselves. You can have a company site, but I would also buy your name as a domain. Here's an example.
Susan Lassiter Lyons has a hugely popular site called "the Investor Insights" where she talks about RE Investing. But she also has a personal branded site (her name) that links back to her investor site.
As you grow, you might want a coaching site, or product site. If you have your "name site", everything can also feed off of this site to your other sites. Think long term. You should eventually have both. But people do business with people so get your name out there.
BTW this lady really know about branding. She makes over 7 figures each year.
Thank you all for the replies and advice. It's clear why I was struggling with picking one... I should be branding both.
Sharon Vornholt I'll definitely check out how Susan has branded herself as well as some of the big players in my DC area.
J Scott I caught your podcast! Awesome to hear from you personally. Amongst the other great tips/materials, I loved the tip on finding a good contractor.