BrokerageIndustry News

The quest for quality in real estate services

Perspective: Industry shouldn't settle for inconsistency
Published on Dec 8, 2011

Editor's note: The following guest perspective is republished with permission of the WAV Group. It was originally published on Nov. 21. By MARILYN WILSON Real estate agents in our industry spend millions of dollars as a group annually to become a Realtor and to stay a member of the Realtor family. As someone who cut their teeth working with some of the most highly trusted brands in the world like Fisher-Price, Sesame Street and others, I have a few observations of the real estate industry's branding efforts. First, when I ask most Realtors what makes them different than non-Realtors they say, "the code of ethics." While I appreciate the fact that those who live to the letter of the National Association of Realtors Code of Ethics may treat their customers differently, I would beg to differ that the code is a strong brand differentiator. Consumers expect every licensed real estate agent to live by a standard of service that includes integrity, honesty and above-board practi...

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