How Can Realtors Be Seen As Professionals

How Can Realtors Be Seen As Professionals

How come when most people want real estate advise they talk to their neighbor?  Their Lawyer? Anyone but calling a Realtor?  Why did we score below used car dealers in the latest Harris Poll?  Why do people search online for an average of 6 weeks before contacting a Realtor?

Is it because we work on commissions?  Does that make the majority of us so insecure and hungry that we behave too aggressively?  Does the public see us crossing the lines between social media and social networking and just plain socializing .. I mean are we too solicitous?  When we constantly say "price your home right and it will sell" are we also saying we don't actually do too much to facilitate sales? 

I think there's probably some truth to all the above and it makes it so important to blog and post information that's important and relevant to our clients and customers.  If everything we publish and advertise is about us we're not speaking to our consumers.  We have to be sources of quality information consumers can use - without any data capture or strings attached. Does working on commission encourage us to interject ourselves into conversations and settings that aren't appropriate or make as appear too pushy?  How do professionals interject themselves and their services in different venues - whether it be parties, functions or while on social networking platforms?  Appropriately.  And sometimes not at all.  And if we're constantly saying; "If your home is priced right, it will sell" aren't we really saying we don't bring any value to the table. We're better than that.  Marketing, Staging, Negotiating, Working with our Colleagues all bring value to our clients.

If we want to be seen differently we have to see our customers and clients differently - we have to see our relationship to them differently.  They aren't prey that were hunting, they're not numbers tallied toward our salary - they're savvy consumers who, often times, we can help.  Whether we're educating them, saving them time, coordinating other professionals like attorneys and mortgage brokers so they can reach their goals or all the above.  We have to elevate our game and our approach to be seen as a professional entity. 

So many of us already do this and I think it's great, it makes me proud. As a group, Realtors, should approach marketing and branding from the perspective of helping the consumer.  When we approach social networking and media and our various promotional activities from the perspective of "What's in it for me" - I think the public smells that and it's a big turn off.  Let's make sure we're offering valuable information.  We can be entertaining but we have to maintain professionalism.

What do you think?