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Do Sellers or Buyers really care if you have additional designations?

By LaShawn Norden

Real Estate Agent with Keller Williams Heritage Realty

April 28, 2008 11:18 AM

Now that I've signed up for the TRANSNATIONAL REFERRAL CERTIFICATION (TRC) designation course (approved by the National Association of Realtors) and have obtained my Accredited Luxury Homes Specialist Designation, I am wondering if I am spending my time and money wisely.

The TRC Designation Course was developed by ICREA (International Consortium of Real Estate Associations) and is powered by NAR.

How to make and receive referrals from foreign countries and territories using an internationally approved system.
How to relate to various cultures and deliver extraordinary customer service.
How to deal with financial matters and monetary conversions of foreign nationals.
How to promote yourself and your property to foreign nationals.

Other benefits of the course include:

Your listings will be displayed on the only approved International Website, http://www.worldproperties.com/.
You will be listed as a TRC Designee on the international referral list for ALL countries within ICREA (approximately 129)...again, a great networking opportunity for me so that I can promote your home!

Interestingly enough, my last Broker actually said that Buyers and Sellers don't really care whether you have a series of letters behind your name...and now that I am about to secure my second designation, I am wondering if he was right or not.

Honestly, I've yet to be asked what those letters behind my name stand for, or better yet, why I don't have others.

In looking at the Top 100 Realtors in the area, I am noticing that less than 1/2 have advanced designations...or if they do, they don't advertise it on their website or signature email.

Other than the additional knowledge (which I agree is critical to being better than my competition), have you ever had a Seller or Buyer refuse to work with you because you didn't hold certifications/designations in a certain area? If so, what were the designations most requested by those clients who were seeking an agent with them?

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Yvette Smith

LONG & FOSTER - Williamsburg, VA

Realtor In Williamsburg VA, Homes for Sale

Hi LaShawn!

I don't think they know what it means, but I do believe they think that you no more than someone that doesn't have any abbreviations after their name!

Yvette Smith, SRES

Williamsburg's Preferred Realtor!

Apr 28, 2008 11:26 AM

Barry Bridges

Barry Bridges Weichert Realtors Bridges & Co. - Smith Mountain Lake, VA

Lake professional

I have never had a buyer ask about it. I still think that the value is in the knowledge not the letters.

Apr 28, 2008 11:27 AM

David Spencer

Keller Williams Northland - Kansas City, MO

Show Me real estate in Kansas City

Its not what's on your card, but what comes out of your mouth that impresses your clients and clients to be. Many agents lack formal education and lack the ability to translate the world of real estate into something understandable to the layman.

Do what ever it takes for you to become knowledgeable in many aspects of our industry. Maybe its getting a designation or learning by doing; however, you need something that brings customers to you and not your competitor. A lot of lettuce after your name means nothing if you can't answer their questions.

Apr 28, 2008 11:28 AM

Matt Freeman

Capitol Mortgage Corporation - Roseville, CA

Broker- California Mortgages

I think that you answered your own question. Aside from knowledge it all amounts to a hill of beans. Michael Dell was kicked out of college because he was making more out of his dorm room in a month than the professors that were Instructing him made in a year. His instructors had masters degrees and technical knowledge out the ears. Michael Dell was once the wealtiest man under 40. Clients buy you. Take that time to go meet people. I wish you the best.

Apr 28, 2008 11:34 AM

Michele Reneau

Certified Staging Professional (CSP) Elite Instructor - Summerville, SC

Realtor, GRI ~ Charleston, SC Relocation Experts Team

Hi LaShawn,

I think savy customers will want to know what the initials mean. I've picked up random folks here and there that ask, what does CRS mean? The opportunity to explain it to them shows how vested you are in your business by going the extra mile to stay on top of the industry. Besides, in my pre-listing package, I also have a page that says, you wouldn't hire a doctor that wasn't a PhD, right? Designations are like PhD's for real estate agents. Then they begin to ask other agents and you stand out. I have my ABR, GRI and CRS. Beside the knowledge I gained from the education, I convey to my clients what those initials mean and how it benefits them so that they know the difference. When I make referrals, I ALWAYS refer to a CRS because I believe they have a higher committment to the business and a minimum level of experience (as required by the designation requirements). If it's in a niche market you specialize it, I think a designation is a great way to brand yourself i.e. Luxury Market, Senior Market, etc

P.S. I love your signature. What's the name of the font?

Apr 28, 2008 12:37 PM

LaShawn Norden

Keller Williams Heritage Realty - Longwood, FL

REALTOR, (321) 377-0157, Your Real Estate Advocate in Central FL

Hi Michele,

Thanks for the feedback...I'd have to agree that the additional certifications/designations not only provide additional education, but must impress potential clients as well. I hope to continue to gain additional designations over the years as well...have you found one better than another to have?

Not sure what the font is as I hired a graphic artist to design my signature and logo...I'll email her to see what I can find out!

Apr 28, 2008 01:16 PM

Jane Cruder

Northside Realty - Raleigh, NC

Johnson, Raleigh NC -Broker Assoc

I asked this same question. I'm not so sure that designations are all that important. Top agents in our area don't have them, so that isn't a reflection of "more" business. I also find the costs associated with maintaining the designation is a money making business. I truly think the information is good, I'm just not a fan of having to fork over $$ every year to keep it. That's what holds me back from getting more.

Apr 29, 2008 07:36 AM

Elizabeth Cooper-Golden

Huntsville Alabama Real Estate, (@ Homes Realty Group) - Huntsville, AL

Huntsville AL MLS

LaShawn, I've never had anyone ask what the initials mean, come to think of it. What I do think it that it gives us an advantage over other agents that do not have the continuing education. Education is very powerful. Information is powerful. I say continue on! We can never learn enough in this business. I've not heard of the TRC and now you have me interested! Best of luck. Elizabeth

Apr 29, 2008 09:10 AM

April Hayden-Munson

Brookfield, WI

Brookfield Wisconsin Real Estate

LaShawn - Ditto to Elizabeth's response. The more education you have, the better job you will do. I think after 1 or 2 initials after our name it gets a bit obnoxious. MOST buyer/sellers don't know what they mean - in 20 plus years I've never had one ask.....

Apr 29, 2008 10:28 AM

LaNita Cates

REMAX of Joliet - Joliet, IL

I've asked this too and I to have heard people say anything over 2 is overkill except those realtors that have the alphabet behind their name:) I think it's the knowledge that is great but I've never heard buyers or sellers talk initials.

Apr 29, 2008 11:30 AM

Leonard Thomas

RE/MAX Dallas Suburbs - Plano, TX

LaShawn. Your broker is right - clients don't care about the designations per se. Your designations and all the information you learned to get them are just FEATURES of you and your services. In and of themselves they have no value to you or your clients. However, if you can connect this information to a BENEFIT for your client, then you have value. For instance, if you say to a potential seller, "Mr. Homeseller, I am one of the few Realtors in the state with the TRC designation (feature)", they will probably say "So What?" You can continue by saying, "Through my vigorous instruction to obtain this designation, I've studied how to relate to various cultures (feature)", they will probably say "So What?" You can continue by saying, "Knowing the different ways other cultures communicate and do business will enable me to more effectively negotiate on your behalf increasing the chances that you get the best possible price for your home in the least amount of time". BINGO! BENEFIT. Now you have created value by having that designation. NOW your seller cares that you have that designation.

Sales 101 LaShawn, you have to sell BENEFITS to your client. Designations are fantastic, CRS, GRI, RMM, CCIM Candidate here! But if you don't connect the designation and the information you learned to a specific benefit for the client, they are useless.

Take each of the six bullet points in your blog about the TRC designation (they're features by the way, not benefits) and write out how it will benefit your buyer or seller. Memorize the features and benefits. Then, and only then, will the designation be worth getting.

In my opinion, of course.

Leonard

Apr 30, 2008 03:40 AM

LaShawn Norden

Keller Williams Heritage Realty - Longwood, FL

REALTOR, (321) 377-0157, Your Real Estate Advocate in Central FL

Leonard, Thanks for your comments! I agree with the features and benefits concept and will work on transforming my features into well-tuned benefits I can share with my customers. By the way, I had a chance to read a few of your posts as well and I am very impressed with your knowledge and teaching ability. I like how you throw it right out there...and yes, I've found that spending too much "C" time is not making me money lately...I appreciate the call to action!