BrokerageIndustry News

Make alphabet soup a cash cow

Translate Realtor designations into consumer benefits
Published on Oct 4, 2010

GRI, CRS, CRB, CBR -- Realtors love to collect designations. The question is, do they make any difference to your business? Are you a designation junkie? Lots of Realtors have multiple designations. In fact, many vendors both inside and outside the real estate industry offer "I'm-certified-in-your-product-or-service" designations as a way to attract designation-hungry clients. For 18 years I worked at a company that allowed me to use only my name and "associate broker" on my business card. Never mind that I had a Ph.D. That wasn't allowed either. Because agents could use designations on their marketing materials, nobody bothered with them. Did this companywide ban on advertising our designations hurt our business? The answer is "no." We often had 50-70 percent market share in the Beverly Hills, Brentwood and Bel Air markets of Los Angeles. The case for designations The real benefit of obtaining almost any type of designation is the educati...

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