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Sign into your accountRelying on the Image of Being a Realtor Is Doing You a Disservice
October 31 2017
One thing I will never understand about real estate agents is why being a "REALTOR®" is such a big deal and and integral part of their marketing and branding strategy. On one side, you have the real estate lobby. The real estate lobby is one of the largest and most powerful groups in the United States. On top of that, unlike any other trade organization I can think of, the National Association of Realtors® pays a ton of money for public facing marketing campaigns, touting the professionalism, code of ethics, experience and results that only a true Realtor® can give.
For those reasons, I can see why it would be attractive for a real estate agent to join NAR and to be more than "just an agent." At the end of the day, however, this just doesn't track with public interest. Simply put, it does not work.
Using buzzwords and key slogans about being a Realtor® and not "just an agent" is not going to help you in your marketplace. Not only will it not help you, it's going to be taking up prime space on your marketing collateral that could be better used for much more proactive, targeted messages that will drive engagement from homeowners in your marketplace and get you closer to starting a relationship with them and listing their home.