The quest for quality in real estate services

Perspective: Industry shouldn't settle for inconsistency

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.