Look at any hom or commericial construction project in your area. You don't see signs saying "house builder" "office builder" on the big sign at the edge of the project, on the trucks, on the office trailers. no, you see signs & logos like Able Builders Inc. Aztec Construction McShannahey Homes
Even professional service providers like dentists, doctors, lawyers, rarely ever use signs that say merely Dentist or Dental Clinic Doctor or Medical Center Lawyer or Law Office
These folks are into branding, though they may not even know that particular marketing term.
Just my .02
Of course they aren't doing that offline. I never said they aren't interested in brand recognition, I said they aren't dedicating the money to do it ONLINE. The Las Vegas realtor would get more traffic from Las-Vegas-Realor.com than he would get from JohnDoeRealty.com