Realtors are in a desperate uphill battle to rebuild their reputation and establish credibility for themselves as a necessary resource.
Especially newly licensed real estate agents who already tend to be vastly more insecure about their own worth as professionals.
And where there is fear…there is blood in the water for any tactical marketer.
It’s long overdue that the truth about real estate certifications is exposed and I am stepping up to the plate in this ball-busting article that will:
- Reveal the ONLY real estate certification that matters to buyers & sellers
- Explain the psychology behind the most successful marketing strategy on the planet and how its been used against you for years
- Shift your perspective on what your value
So if you’re ready to be open-minded and free yourself from the invisible chains you didn’t know were holding you back all this time, buckle up!
The Psychology Behind Why You Think You Need Certifications
Like I just said, vulnerable and insecure real estate agents desperate for credibility, authority, and well…income have created a gaping hole of opportunity for marketers.
Because you see, the single-most valuable human emotion that we prey on in marketing (and politics) is fear.
Scared people buy shit.
Really scared people buy A LOT of shit.
Terrified, cornered, and desperate people…take out five and six-figure loans to buy shit.
Just look at the millions of people that bought a home sight-unseen without an inspection over the last 18 months.
So, predictably the CE companies and real estate schools have swooped in to promote the idea that the more certifications or letters you have after your name, the more people will be willing to “get to know, like, and trust” you.
The argument for collecting certifications as a Realtor seems to hold water at first.
After all, who doesn’t respect a doctor with a million letters after their name right?
Better yet, as a newer agent or one without many deals under their belt, you logically argue that those certifications will give you the ability to convince your potential clients that you’re worthy of their business.
It will show them that you know what you’re doing and what you’re talking about.
It will show them how lucky they would be to work with you, right?
Let me explain to you how and why that train of thinking is not only wrong…it is toxic to your business.
3 Radical Reasons Why Real Estate Certifications Don’t Benefit Realtors
- Most everyday homebuyers and sellers have ZERO clue what those credential letters after your name actually mean.
- Because they don’t know the institution that certified you they don’t really hold the weight of credibility with buyers and sellers as you think or convince yourself they do.
- Most of the real estate certifications have nothing to do with your real estate niche or brand and therefore don’t add any value to the service you offer.
Right about now…everyone with a bunch of certifications is yelling at me with a list of logical reasons why I am wrong because admitting that we have wasted our time or money is never easy as humans or as business owners.
That’s okay friends…curse me out all you need to but I’m going to keep going with the truth about how you got here in the first place…
The companies marketing real estate certification courses started by preying on your most obvious weakness (your insecurity and the emotions it causes within you) and then used logic to help you argue to yourself why you needed them.
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This is why and how you buy most of the things that you do in your life.
Buying starts with fear and avoidance, progresses to hope, then closes with reasoning.
Read that again.
If you’re anything like most heavily certified Realtors you also used those courses as a way to avoid.
It was subconscious, but the truth is you were either afraid to go out and sell, afraid that you would screw up once you got a client, didn’t believe in what you had to offer, or simply prefer to “work” by learning.
You were avoiding the real work of a real estate agent.
This is why so many agents are attracted to the KW business model which is heavily predicated on classes and training.
Now, I’m not saying you shouldn’t continue to constantly learn and hone your craft and value as a professional. I’m just saying sitting in endless classes and collecting certifications isn’t the smart way to do it.
The #1 Real Estate Certification That Clients Want Realtors To Have
There is at least one exception to every rule and here is mine…
If there is a certification that compliments your real estate niche perfectly then go ahead and go for it!
For example, let’s say that your niche is downsizing seniors that need to move into a single-story home, nursing home, or similar arrangement. Getting the SRES certification not only makes sense it should be a requirement because of the highly specialized and sensitive nature of the clientele and transactions.
You see, certifications are meant to give you credibility as an expert and the more diverse your certifications in real estate are, the less you look like an expert in your chosen niche.
I’ll leave you with this one last caveat…
If you are like me and you can never seem to satisfy your thirst for knowledge about your business and your customers and you love to learn, take courses that will help you on topics like increasing traffic to your website, content marketing, copywriting, SEO, running ads, building sales funnels, etc.
At least when you walk away from those you will be able to draw a direct correlation between an immediate increase in production and the courses you’re taking.
The Bottom Line About Real Estate Certifications.
It is far better to have one niche-specific certification than 100 of them.