Good to Great REALTORs

Real Estate Broker/Owner with Criado Realty 0548772

If you haven't read Jim Collins' "Good to Great" books then you may want to consider reading. It is geared towards midsize businesses but I think we all can take greatness out of it.  What is the key difference between good and great? I think we all know there have been "good" businesses that failed and we wonder why. Because they weren't "great." Competition is not good, it is great. It makes us take a self-inventory of our business to stay ahead of the curve. Some argue that its irrelevant, they march to their own beat. Well, that's great too. Let me explain. 

Great is the ability to be long-standing, full of character, and making a difference in our client's lives. So, let’s look at real estate agents for a moment. Real estate agent, broker, REALTOR, these are terms that we throw around but do we know what they mean? Unless you're in the industry, generally not. In fact, there are many home builders, lenders, and other related but not licensed by their state, that also do not know.  So let's start with that, and I am limiting to Texas for terminology. 

Licensed Real Estate Sales Person (LREA) - Licensed by the Texas Real Estate Commission meeting the minimum number of education requirements, answered 70% or more correctly, and in good standing. 

Licensed Real Estate Broker (LREB) - Licensed by the Texas Real Estate Commission meeting the a significantly higher level of education requirements, answered 70% or more correctly, obtained experience (today assessed in points), and in good standing. 

REALTOR - is a brand created by the National Association of Realtors, with a Texas consortium called Texas Realtor Association, and of course my city, San Antonio Board of Realtors. (Interestingly enough, San Antonio was the first city to iniatate a board, in 1911.)

Does a REALTOR mean they are good or great? Not really. That's just an organization that albeit we sign a character agreement, is just an organization. 

Does being a LREB mean they are good or great? Not really. It is better than LREA due to the education and experience, thus knowledge, but one can still be a person of bad character or business practices. 

Does being LREA mean they are good or great? Not really. Again, they are licensed and have the least amount of licensing credentials but very likely have taken many courses and seminars, and/or have better character. 
So then, what is good vs. great & how do you achieve greatness?

1) Commitment to the industry by education, experience, and time commitment to their clients. I do have a strong opinion that unless an agent is on a team, you can't be as good as a full-time person when so many transactions are time sensitive. 

2) Commitment to knowledge of your community, certain specialized areas, and just overall business knowledge. Without this, agents are just average. 

3) Consistency. How many of us have had inconsistent services and therefore disappointed? Longevity means systems and consistency. You cannot be short lived and great. 

So, there you have them, my benchmarks for greatness. 

1.  Be committed
2. Be knowledgeable and keep up with trends
3. Be consistent, in your work ethics, character, and services. 

When your counterparts are sending you accolades for going above and beyond, maybe you are great!  This most recent comment below is from me walking a buyer's agent and her buyer through a complicated listing for a short-term rental. I needed to make sure they fully understood this investment property to increase the likelihood of putting in an offer at the highest price. 

If you want a Texas Licensed Real Estate Broker, REALTOR, who goes above and beyond, call 210.560.1891 today!

Posted by
Cathy Criado President & Founder
Published Author
Your Real Estate Consultant!
999 E Basse Rd. #180-425, ​San Antonio, TX  78209​
​Direct:  (210) 560-1891
Criado Realty Logo

Comments (25)

Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Cathy good for you as far as I am concerned it is always about Character, Ethics and morals, Endre

Jul 11, 2023 10:08 PM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Cathy. State licensing requirements and board memberships are the cost of admission to the industry. Character marks your dedication to be the best you can be. Enjoy your day.

Jul 12, 2023 04:48 AM
Roy Kelley
Retired - Gaithersburg, MD

This is good information to share.

Have a very productive summer!

Jul 12, 2023 06:43 AM
Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

Cathy Criado Commitment, knowledge, and consistency are good traits to have to be exceptional.  And this idea made me stop and think: Believing that unless an agent is on a team, you can't be as good as a full-time person when so many transactions are time-sensitive.  Thanks so much for entering this month's contest.


Jul 12, 2023 10:29 AM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

Cathy, that is a great book. I love how you wrote this post to see it through the lens of real estate agents.

Jul 12, 2023 12:41 PM
Patricia Feager, MBA, CRS, GRI,MRP
Selling Homes Changing Lives

Cathy Criado - congratulations on your FEATURE on ActiveRain.

I had to study the book Good to Great in my last Master's Class at the University of Dallas in 2002. I am very familar with the book and what you have written. 

Jul 12, 2023 02:15 PM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC

Fantastic entry, Cathy! I'm with Sham Reddy CRS, John Meussner and my friend, Endre Barath, Jr. I read the book and character, ethics and morals is EVERYTHING in our business. 

Thank you for participating in this month's challenge!

Jul 12, 2023 10:01 PM
Kat Palmiotti
406-270-3667,, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

Excellent post and thank you for writing it. Just having a title/license doesn't mean one is great or even good. It's the character, consistency, commitment and willingness to learn that show who we are.

Jul 13, 2023 04:41 AM
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
The Grit and Gratitude Agent

Good to Great is a very good read. What is interesting to note is those real estate agents who are through their local and state associations are members of NAR swear to uphold the Code of Ethics.  Yet, from a short time in this industry (6 years), this is not the case and supports why real estate agents have such a low trust indicator by consumers/customers. 

Jul 13, 2023 07:16 AM
Reputable Realty - Apple Valley, CA
...Marketing your home like no one else will.

Hey from New Braunfels!  Wave when you stop at Buc-ees!    Anyways thanks for the recommendation.    I'll look it up now.

Jul 13, 2023 11:31 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Cathy:

I'm going to use the word "great" to briefly describe your post. I particularly liked your benchmarks of greatness!


Jul 14, 2023 03:10 PM
Steffy Hristova
HomeSmart Elite Group Tempe AZ Tel: 602.710.8161 - Tempe, AZ
Tempe AZ Realtor - Your Home Close to Your Work!

Cathy, what a great post you have created - you take us to the depth of a well-researched topic with Jim Collin's book Good to Great, and you share your take aways and guiding principles in the way you conduct business. I agree with Jeff Dowler, CRS , the word "great" describes your post accurately. 

Jul 15, 2023 01:07 AM
Eileen Burns 954.483.3912
Trans State Commercial RE Ft. Lauderdale/Miami/Palm Beach - Fort Lauderdale, FL
FLorida Real Estate Connector

Cathy Criado what a great submission.  I, too, have read this book.  My favorite quote is

"we first get the right bus on the bus, the wrong people off the bus

the right people in the right seats

and drive it to somewhere great"

You are a great leader!  Enjoyed your submission😎

Jul 15, 2023 08:14 AM
Jerry Newman
Brown Realty, 210-789-4216, - San Antonio, TX
Texas REALTOR, San Antonio Military Relocation

Hi Cathy, great points about being committed, knowledgeable, and consistent. These are traits that will make any agent stand out above the rest. 

Jul 15, 2023 04:15 PM
Jim Paulson
Progressive Realty (Boise Idaho) - Boise, ID

I concur.  You should also consider getting your CRS designation.  You are are great fit since it is truly the highest designation you can get from NAR and the best of the best.

Jul 27, 2023 09:17 AM
Cathy Criado

Except I mainly do corporate leasing and commercial sales :-) CCIM is my kind of thing. 

Jul 27, 2023 11:56 AM
Kathy Schowe
California Lifestyle Realty - La Quinta, CA
La Quinta, California 760-333-8886

Hey girl!  Good to see you on AR!! Kathy

Jul 29, 2023 01:14 PM
Cathy Criado
Criado Realty - San Antonio, TX
Making Real Estate Profitable

Right on! I'm glad you're back on the saddle too!! 

Jul 30, 2023 07:37 PM
Ed Silva, 203-206-0754
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

As we take and pass the real estate exams, we have a choice as to what type of agent we will be for our clients.   Some chose to just do the minimum to get paid and they don't last long. The more involved you get in the business of dealing and respecting clients, the more successful you will be. Not many understand that, and they quit quickly.

Aug 01, 2023 06:35 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Endorsements like that reflect your ability to be helpful and offer great service.  Good for you!

Aug 01, 2023 07:29 PM
John Juarez
The Medford Real Estate Team - Fremont, CA

It takes study, practice, dedication, time, persistence,  and so much more to separate oneself from the crowd.

Oct 11, 2023 09:06 PM