Are we in Real Estate or Education?

Real Estate Broker/Owner with Brooks Prime Properties Wichita Falls Texas

Is a Realtors'® profession Real Estate or Education?

The answer is BOTH. Part, a large part, is the educational process of the customers and clients. To define the positions of Realtors®, and the insignia ®, one of the main duties would be to educate and watch the backs of the buyers. When a Realtor® receives a phone call or email contact from a person looking for a property, what should they do? Should they help the potential client learn about the business? Are Realtors® teaching them what they need to know?Teaching Real Estate

Should the agent say, "sure, I'll show you" or should you say, "May we discuss what it takes to purchase a home?"

Which statement is the right way to go?

There is no need to answer.

Great agents know the answer.

They could run and show the home to whomever chooses to want to see it or they could "QUALIFY" the customer/client and decide the best way to proceed. It is proven that the main way to proceed is to EDUCATE the interested party.

Do agents want to show them something they can't have?

Do agents want to spend their time (which equates to money) showing without qualifying properly?

Do agents want to create "desire" for a home that a client does not qualify for?
Absolutely no...

Do agents want to disappoint their client or customer or waste their time?
Of course not...

Do agents want to send paperwork to a potential lender knowing they have a snowball's chance in "guess where?" to qualify?

These are all great reasons to qualify your client!

But, here comes the Key that makes the Real Estate Professional an Educator/Teacher. Once it has been established that the client is qualified to purchase, the work begins.

Remember to Teach the Specifics and the "Protocol of the Process..."
holding your dream in Real Estate

"REALTORS®, hold the desire of home ownership in their hands...not by being able to grant a wish but by "Teaching" the way to make dreams come true!"


Deb Brooks, REALTOR ®

Comments (48)

Karen Crowson
Coldwell Banker Residential Brokerage - Rancho Bernardo, CA
Your Agent for Change
I love the education component of this business.even experienced buyers and sellers need to learn abiut the market we're in NOW, as they prepare to buy or sell a home. In fact, I'm getting ready to teach a segment of a first-time home buyers class in a few minutes.
Jan 21, 2012 08:47 AM
Jeff Harkins
Laguna Beach, CA

Very well put!

Jan 21, 2012 08:51 AM
Luis Iniguez
Option One Real Estate - Fontana, CA
Search Inland Empire Homes For Sale - Short Sale Agent

We play both roles, we are teachers while sales people.

Jan 21, 2012 09:01 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

I prefer to think I'm educating them and managing their expectations at the same time.  We have to play devil's advocate to truly look out for them at every turn.  Best of luck!

Jan 21, 2012 09:13 AM
Kamal Salim
Lokation Real Estate - Weston, FL
A Superior Level of Service !

Hello Deb

I have a team of 14 Real Estate agents, and the one thing we all agree on is: we are not  tour guides, and no one gets in our car unless qualified by our Mortgage Broker. If they say that they are already qualified by their bank, we ask them to authorize our mortgage broker to call their bank. Since we implemented this practice about 3 and 1/2 years ago, our conversion rate has tripled. We also found that if a buyer is willing to get qualified, it means that buyer is actually serious about buying; and the second part is exactly what you said, by qualifying, we know what they can afford, and that way we will only show them properties that conforms to their price point. 

Jan 21, 2012 09:51 AM
Deb Brooks
Brooks Prime Properties Wichita Falls Texas - Wichita Falls, TX

Roy, thank you for the beautiful Daffodil sir! Certainly brightens my day.

Scott, you have a wonderful day too!

Kristal, it's a whole new world out there isn't it? Even we have to maintain our education to keep up. I wish you and all a wonderful year!

Karen, I love it too although I do come across people that think they know better. I hate seeing people become dissappointed through stubborness.

Jeff, thank you.

Luis, we wear many hats don't we?

Jan, it's a true juggle sometimes. I am sure you are an awsome educator and Realtor!

Kamal, wow! That's impressive. Your conversion rate really does save you time and money too!



Jan 21, 2012 10:09 AM
Bryan Robertson
Los Altos, CA

Great article and very feature worthy!  I've tried to apply "consultative selling" in my business but it doesn't always work.  Sometimes I need to just sell.  However, there's always the element of education to help guide the decision making process.

Jan 21, 2012 11:45 AM
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

Deb - It's so important to educate our clients.  It makes sense, and it empowers our clients.

Jan 21, 2012 12:13 PM
Jeff Markell
Empire Home Loans Inc. - Tustin, CA
Reverse Mortgage Educator and Senior Advocate

We all know what happened to those aboard the SS Minnow when they took the 3 hour tour. We are not tour guides and if we take the time to properly educate and prepare our clients, it will make our jobs easier in the long run. If they want to rush and see houses before they are properly qualified, I won't be the one wasting time on them.

Jan 21, 2012 12:47 PM
Laurie Clark CRB Angel Realty LLC Your Monument Realtor 719-502-6572
CRB-CCSS-ASD-HBS-RSD-Denver Short Sale Agents - Monument, CO
Angel Realty, LLC

Congrats on the feature! Great perspective. I would agree that education is a big part of the home ownership process. Thanks for sharing and have a great weekend.

Jan 21, 2012 01:16 PM
Susan Goulding
Crown Key Realty, Inc; Tracy & Mountain House Sales and Property Management - Tracy, CA
Northern CA - Tracy & Mountain House Real Estate

Deb, loved this.  We stop learning and teaching we should close up shop and get out of the business.  This business changes way to fast to stop learning.


Jan 21, 2012 01:49 PM
Joni Bailey
101 Main St. Realty - Huntsville, TX
Your Huntsville / Lake Livingston Area REALTOR®

Right on, girlfriend! We teach so that they can make educated decisions not emotional decisions!

Jan 21, 2012 03:27 PM
Evelyn Kennedy
Alain Pinel Realtors - Alameda, CA
Alameda, Real Estate, Alameda, CA


Educating is one of the important aspects of our job.  I educate sellers extensively, since most haven't sold a property in a long time they need to know all the changes and requirements of selling a home in the litigious state of California.  CAR keeps adding disclosures which must be explained to sellers.  And of course, we have to education them about selling in these days of declining markets.

Jan 21, 2012 06:22 PM
Cameron Novak
The Homefinding Center - Corona, CA
Featured Corona Real Estate Agent Team

Though I wear many hats, it seems my primary job is a "Professional Problem Solver"... especially as a Broker Of Record for my company of 19 agents.

Jan 21, 2012 07:51 PM
Gabe Sanders
Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL
Stuart Florida Real Estate

Well said Deb.  We are in fact doing our best to educate in a market where there is plenty of mis-information.

Jan 21, 2012 10:31 PM
Jason Sardi
Auto & Home & Life Insurance throughout North Carolina - Charlotte, NC
Your Agent for Life

Ha!  I also answered both before I got into the crux of the post.  I feel confident that any consumer reading this post will have a smile on their face.  Very nicely articulated, Deb.

Jan 22, 2012 02:11 AM
Brenda Mullen
RE/MAX Access - Schertz, TX
Your San Antonio TX Real Estate Agent!!

These points are ALL on target.  It is so important to educate and qualify the buyer or nine times out of ten, there ends up being many disappointed parties.  Let's give them the education and see if they are able to buy a home or not...then we can begin :)!  Great and well deserved feature :)!

Jan 22, 2012 11:52 AM
Ashley Connolly
Northeast Water Wells Inc - Jaffrey, NH

Great blog and so true the best consumer is an informed one :)

Jan 23, 2012 02:28 AM
Jark Krysinski *PREC (Personal Real Estate Corporation)

Good morning Deb! Here is a great post! I always believe a wisdom that " time is money". Thanks for sharing this excellent post with us!

Have a great day!

Jan 23, 2012 05:33 AM
Tracy Santrock
Santrock Realty Group Inc. , - Cary, NC
Raleigh - Cary Broker

I've recently started mentoring new agents in my office and I like the concept of educating the clients so they make objective decisions!

Jan 28, 2012 07:28 AM