{"id":25037,"date":"2025-07-14T13:18:03","date_gmt":"2025-07-14T13:18:03","guid":{"rendered":"https:\/\/www.anthonydidonato.net\/wordpress\/?p=25037"},"modified":"2025-07-14T13:18:07","modified_gmt":"2025-07-14T13:18:07","slug":"help-agents-promote-their-designations","status":"publish","type":"post","link":"https:\/\/www.anthonydidonato.net\/wordpress\/help-agents-promote-their-designations\/","title":{"rendered":"Help Agents Promote Their Designations"},"content":{"rendered":"\n

When an agent puts in the extra hours to become an expert through designations and certifications, helping them promote their continued education could set them apart in the marketplace.<\/p>\n\n\n\n

Patrice Willetts believes each real estate professional should highlight what makes them the best candidate for consideration, including skills, experience and acquired expertise. That includes showcasing and sometimes explaining the designations and certifications they earn throughout the years.<\/p>\n\n\n\n

\u201cWe can do this by letting them know in different ways when we attend education classes or seminars, when we participate in the community, and when we go above and beyond the basic steps for our clients,\u201d says Willetts, instructor and broker at The Property Shop International in Wilmington, N.C.<\/p>\n\n\n\n

Helping consumers understand that agents take their roles seriously by earning designations and certifications is an important element, especially with how the market is today. Even if those outside of the real estate industry may not have a clue what the acronyms behind a practitioner\u2019s name mean, most understand that they furthered their education, WillIetts adds.<\/p>\n\n\n\n

\u201cWe have a saying here at our firm: professional, connected, educated,\u201d she says. \u201cWe encourage our agents to stay up on trends, get designations and to market themselves with this saying.\u201d<\/p>\n\n\n\n

As people walk into the office, a banner with the same mantra greets them. Designations and certifications take time, money and effort and make agents better at their jobs. Clients should know how the work the agent as put in can benefit their experience.<\/p>\n\n\n\n

Understand the Difference<\/h2>\n\n\n\n

According to NAR, designations and certifications are different in that \u201ca designation requires annual dues, but a certification only requires an application fee without annual dues.\u201d The cost of certain designations and certifications varies depending on the complexity of the educational content. Some courses are simple, while others require more work and time. For most 16-hour courses, NAR members pay $535, except for the Land Investment Analysis course which runs $750.<\/p>\n\n\n\n

For real estate practitioners who want more information on which continuing education options are best for them, the Center for REALTOR\u00ae Development<\/a> (CRD) is the primary resource.<\/p>\n\n\n\n

Encourage Continuing Education<\/h2>\n\n\n\n

Agents can choose from a range of designations and certifications that covers everything from negotiations, smart homes and vacation homes to luxury homes, investing, digital marketing and home finances.<\/p>\n\n\n\n

Many of these offerings include as-needed updates so agents have the most current information for the marketplace, says Michael Gobber, partner and designated managing broker at Century 21 Circle in Westchester, Ill. He is also the immediate past president of the Illinois REALTORS\u00ae. <\/p>\n\n\n\n

\u201cThese designations set agents apart,\u201d he says.<\/p>\n\n\n\n

\u201cThe GRI was my first designation, and it took a couple years [to complete],\u201d Gobber comments. \u201cI looked at it then\u2014and still do\u2014as a graduate class, because it really specializes and dives deep into the business.\u201d<\/p>\n\n\n\n

He recommends the course to his agents, especially to those who are new to the business or haven\u2019t zeroed in on a specialty.<\/p>\n\n\n\n

\u201cIt opened my eyes to so many things. It\u2019s broad on taxes and teaches you things such as understanding the details of how homes are built, things about sewers and silt plates, and so many things you didn\u2019t know,\u201d he says.<\/p>\n\n\n\n

Market Credentials<\/h2>\n\n\n\n

Janine Spiegelman has met many real estate professionals who have numerous designations but never promote them.<\/p>\n\n\n\n

\u201cWith tight inflation, high interest rates and low inventory, it would make sense to use and market these designations to distinguish themselves and gain more clients and market share,\u201d says Spiegelman, broker\/owner at Janinesworld Realty, Pompano Beach, Fla.<\/p>\n\n\n\n

Here are Spiegelman, Willetts and Gobber\u2019s ideas on how to get your agents to highlight their designations and certifications to help clients and gain clients:<\/p>\n\n\n\n

Tell clients about designations. <\/strong>The general public doesn\u2019t know what all the acronyms behind your name mean, Gobber says. \u201cBut open up the conversation. You can simply say, \u2018I\u2019ve taken time to be more experienced and more successful and professional.\u2019\u201d  When you attend a listing or buying presentation, explain how these designations benefit them as clients. Explain that you spent the extra cost and time to get better at your job to provide an elevated level of service to your clients, he says.<\/p>\n\n\n\n

Spiegelman believes that the Pricing Strategy Advisor (PSA) certification\u2014one she holds\u2014is especially attractive in periods of volatility. Explaining the valuable knowledge absorbed through the coursework necessary to obtain the designation can ease client apprehension and help them feel confident about their offer.<\/p>\n\n\n\n

Use Facebook groups for referrals.<\/strong> Most of the available designations have Facebook groups where agents often refer their clients\u2014who are either moving out of the area or require someone with specific expertise\u2014to other agents who meet those clients\u2019 needs.<\/p>\n\n\n\n

\u201cFor instance, if you get your GRI, apply to be on the GRI referral page. Once you are in there, look for clients who are located in a different city and need help in your area,\u201d Gobber says. \u201cAnd if you need to refer a client to someone, let\u2019s say in Denver, then look for a GRI agent there.\u201d<\/p>\n\n\n\n

Use media to get the word out. <\/strong>Willetts says that in some cases, local papers or business journals might print updates about local experts. Using press releases to alert the public to the new designations and certifications acquired could garner some attention.<\/p>\n\n\n\n

You can also find local podcasts or talk radio stations and pitch relevant real estate topics to speak about on an episode. \u201cFor instance, if you get your SRES, you can go on a local radio show and talk about things such as power of attorney, conservatorships and more,\u201d she states.<\/p>\n\n\n\n

Create a video.<\/strong> \u201cI\u2019ve seen some agents, not my own yet, create videos regarding designations they just earned. It just takes a 30 second video post,\u201d Gobber says. Use the video to explain what you\u2019ve learned and how it will benefit the consumer.<\/p>\n\n\n\n

Team up with businesses who could benefit from your expertise.<\/strong> People in other industries like financial planning, accounting and insurance work with a variety of clients who could benefit from real estate advice. One such group is the senior population. Real estate practitioners who have earned the Seniors Real Estate Specialist\u00ae (SRES\u00ae) designation, have useful knowledge and expertise to share with this population. Partnering with professionals who work with seniors could be mutually beneficial. \u201cAs our population ages, some people don\u2019t want to leave their home,\u201d Spiegelman adds. \u201cThey want to be able to age in place gracefully and with dignity. This group of clients need information and not hard pressure sales tactics.\u201d<\/p>\n\n\n\n

Update marketing materials.<\/strong> \u201cYou need to put in all the letters there that you\u2019ve earned on your website, Facebook, LinkedIn, Realtor.com and everywhere else you are,\u201d Gobber says. \u201cAnnounce your new specialty with those social media platforms and your website.\u201d<\/p>\n\n\n\n

If, as the broker, you provide personalized marketing materials for agents, make sure they\u2019re updated to include the agents\u2019 most recent designations.<\/p>\n\n\n\n

Celebrate your agents\u2019 accomplishments.<\/strong> Gobber\u2019s brokerage celebrates their agents\u2019 new designations and certifications on their internal Facebook group and external Facebook page. \u201cWe also share their first closing and other accomplishments in a post.\u201d<\/p>\n\n\n\n

\u201cAll those letters at the end of an agent\u2019s name shows that they are vested in the profession,\u201d says Spiegelman. \u201cNot everyone who holds a real estate license is a REALTOR\u00ae, and now more than ever, it is important to show your value.\u201d<\/p>\n\n\n\n

National Association of REALTORS\u00ae
Reprinted with permission<\/p>\n","protected":false},"excerpt":{"rendered":"

When an agent puts in the extra hours to become an expert through designations and certifications, helping them promote their continued education could set them apart in the marketplace. Patrice Willetts believes each real estate professional should highlight what makes them the best candidate for consideration, including skills, experience and acquired expertise. That includes showcasing … <\/p>\n

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