Do you really know your REALTOR?

How many times have you heard stories like this: A neighborhood in Anytown, USA is being served by one or more veteran REALTORS who really know the community and market place. They might be with a recognized brand, have a sterling track record and they leave a flag at the end of your walkway each July 4th. They serve their customers well because they are knowledgeable and offer value because of it. Then, along comes the new guy. Blankets the neighborhood with glossy postcards, billboards and Open House signs. Within a few months his listings start popping up all over and before long is beating the veterans head-to-head on listing appointments. By the way, this agent just got their license and has yet to actually close a transaction.

So, how does this happen? Why would a seller trust their business to a new and potentially negligent agent versus using an established veteran? The answer folks, and I hate to be the messenger to point out the obvious - is that to buyers and sellers, ALL REALTORS LOOK AND SOUND THE SAME!

I am not talking about your sphere-of-influence - I know that your Mom loves you. I am talking about attracting clients that you DO NOT already know. Consider this: You are a veteran agent with 10 years in the business. You're competitor just got their license last month. You both work for a national brand and have professional signs, business cards and stationery. You both belong to the same Board and MLS. You both use the same forms. You both put your listings all over the internet. You both drive nice cars and look professional and speak well. So, the question in the clients minds is who to choose - and they can't tell the difference. They think you are both EQUALLY good and they will thus choose based on either the lowest commission or who they liked the best. This is REAL folks, and it happens everyday all over the country. So, how do you as a veteran agent win this battle?

This is where Professional Realty Council (PRC) comes to the rescue. PRC is building the first nationwide network of 30,000 agents that have all been backgound and credential checked, plus meet three year minimums of living and working in the communities they serve.

In the corporate relocation world - a $32 Billion Industry that represent over 800,000 transferees each year - there is a growing demand for all representatives working with corporate transferees to be background checked. In our litigious society, there are increased liability concerns that presents exposure to the corporate employer should negligence or, even worse, criminal activity take place against an employee during their move. It won't take long for this liability to penetrate the way REALTORS do business in their local marketplaces. In some cases, it unfortunately already has. REALTORS who join the PRC Network have passed their background and credential check, so they can proudly demonstrate that benefit to buyers and sellers when interviewing for their business. Since it's a third party validation, it holds much more weight with the consumer than simply offering a resume. It's often the slight edge that is needed to establish trust and win the business.

Any REALTOR that meets PRC's standards can apply for membership, and if selected, can use the PRC brand to endorse their qualifications, build their sphere-of-influence and increase their market share. Broker/Owners can also license an Office Edition to back all of their qualifying agents. To find out more, you may visit www.PRCStandards.net.

At PRC, we like to say "You can hire any agent and take your chances, or hire a PRC Council Member and Buy or Sell with Confidence."