Make alphabet soup a cash cow

Translate Realtor designations into consumer benefits

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.