 | |
| NATIONAL ASSOCIATION OF REALTORS® | Store | Library | Directories | Need Help? |
| Search REALTOR.org | Register | Login | My Account | NRDS | |
 |
REALTOR® ASSOCIATION EXECUTIVE
| |
 Build Professionalism Craft Pride By Dale P. Zahn After nearly 30 years in the real estate industry (12 in association management and 17 as a practitioner and broker), one might think I’ve seen and heard it all. Yet, one phenomenon continues to amaze me: the extent to which some Realtors act unprofessionally. I’ve seen members ignore clients until the listing is about to expire, run misleading ads, neglect to explain their agency relationship, encourage breach of contract, and the list goes on. Is it any wonder that despite our national association’s public relations campaigns and our strict Code of Ethics, consumers continue to rank real estate practitioners poorly on a list of esteemed professions? Should we be surprised when publications such as Forbes and SmartMoney run articles disparaging practitioners*? Our Code of Ethics has been around for almost a century, but great as it is, there are those who take it for granted. Although I believe the vast majority of practitioners take their profession seriously, associations can’t afford to ignore their duty to promote professionalism among their members. Here are 12 tips I’ve found for increasing members’ professionalism. 1. Make it a strategic initiative at your association to enhance the Realtor image by enhancing members’ pride in being a Realtor. Put this on a par with helping members make money. 2. Feature a regular column on professionalism in your publications. It can detail best practices and recognize members for their exemplary ethical conduct. Each year, we at the West Michigan Lakeshore Association of Realtors¨ dedicate an entire issue of our quarterly magazine to professionalism. 3. Encourage members to wear their Realtor pins every day and to all association functions and meetings. 4. Use the press to promote positive stories about local Realtors¨ and their involvement in the community. Many radio stations in small to midsize markets will give associations free time each week to host a program about buying and selling real estate--use this opportunity to promote your members. Also, here’s a tip that has earned us free press: solicit an affiliate member from the local newspaper or radio station and put him or her on your PR committee. 5. Take members on a trip to the state or national capital to see the legislative process in action. It’s a great opportunity for members to see how organized real estate is respected on “the Hill.” Seeing how others respect the profession and the Realtor organization’s work to preserve private property rights for all Americans can instill a new sense of pride, which is the cornerstone of professionalism. 6. Educate the public that Realtors abide by a Code of Ethics. Act as ombudsmen between the public and members. Encourage consumers to call with questions and concerns about ethics, and have a packet ready explaining the Code of Ethics and that the association enforces the Code. Let members know about the nature of the consumer calls through your publication and Web site. 7. Hold members accountable for their actions by fairly enforcing the Code. There’ll be complaints at first when questionable practices are red-flagged and sanctions are levied, but in the long run it will decrease unprofessional behavior. 8. Lead by example. As AEs, it’s our responsibility to set the standard and wave the professionalism banner for the industry, for RPAC, for patriotism, and for being a part of an outstanding profession. For instance, at my association we address mail by including the word Realtor¨ before a member’s name (i.e., Realtor Bob Smith). In addition, look the part. Your association headquarters should look professional, neat, clean, and dignified. Staff, too, should present a professional appearance and pleasant demeanor to consumers and members. 9. Get involved in your community. Sponsor charity events; take part in blood drives, festivals, and parades--anything to make the association’s presence felt in a positive way. 10. Treat members with respect and listen to them. At my association, we host Donuts with Dale meetings for members to just talk and know that we value their feedback. Whenever possible, stroke the members for their professional and community involvement with recognition in association publications, on the Web site, and in the press releases you issue to the media. For example, recognize members who’ve earned real estate-related designations and who participate in specialty programs, such as NAR’s At Home With Diversity. 11. Exhibit patriotism by displaying the U.S. flag in your offices and reciting the Pledge of Allegiance at the opening of all association functions. At my association, visitors are greeted by an American flag in our entryway, there are flags in the training room, boardroom, and CEO office, and we have a four flag cluster along the busy highway of the national, state, Realtor, and POW/ MIA flags. 12. Never lose your spirit, even on days when dark clouds hang overhead. Remember that ours is a fine industry worth protecting and valuing. Standards, training boost staff, member professionalism * November is Designation Awareness Month: One sign of professionalism in real estate is the designations we proudly carry after our name. September is a good time to focus on the ways you can advance your knowledge and business practice. * Ten Service Standards: Establishing service standards or operating benchmarks can enhance professionalism. Associations and companies that establish service standards that comply with regulations, statutes, codes of ethics, and local practices will see professionalism rise. See REALTOR Magazine Online’s Ten Service Standards to Consider at REALTOR.org /realtormag, search “service standards.” * Pathways to Professionalism: Although NAR’s Code of Ethics and Standards of Practice establish ethical standards governing members’ professional conduct, it does not address issues of courtesy or etiquette, so the Professional Standards Committee developed Pathways to Professionalism, a list of professional courtesies for use by Realtors on a voluntary basis. Available at REALTOR.org; search “courtesies.” More Online For more advice on boosting professionalism, in your organization and among your members; search “professionalism” at REALTOR.org/realtormag. Click here to Send feedback on this article. |
  |
 Copyright NATIONAL ASSOCIATION OF REALTORS® Headquarters: 430 North Michigan Avenue, Chicago, IL. 60611-4087 DC Office: 500 New Jersey Avenue, NW, Washington, DC 20001-2020 1-800-874-6500 License Agreement | Privacy Policy | REALTOR.com | Contact NAR | Site Map |