Whadayamean they’re not all REALTORS®?

Communicating the REALTOR® brand can help you land clients

by John Gormley   Want to set yourself apart from the competition? Of course you do. In the real estate business, it’s a rhetorical question. There are countless approaches to promoting yourself and your expertise (see the September/October Texas REALTOR® for 21 of the hottest marketing tips).

Here’s a radical idea. Ever thought of marketing yourself as a REALTOR®? I don’t mean just by putting the R word behind your name on a business card. Everybody–all REALTORS®, at least–does that. I’m talking about showing your prospects how they’re better off with you because you’re a REALTOR®.

I know what some of you are probably thinking: All my competitors are REALTORS®, so how does that give me an edge? Granted, in many areas of Texas, the majority of licensees are also REALTORS®. But how many of your competitors are as enterprising as you will be when you take the following ideas and adapt them to your business?

REALTOR® vs. Licensee 101

In Texas, the Texas Real Estate Commission (TREC) is the licensing authority for agents and brokers. But merely holding a real estate salesperson’s or broker’s license does not make someone a REALTOR®. Membership in the National Association of REALTORS® entitles licensees to use the term REALTOR® in their marketing materials, with important caveats (see Minding your Ps, Qs, and Rs).

Whenever a Texas real estate licensee becomes a REALTOR®, he or she holds membership in NAR, TAR, and–in the vast majority of cases–membership in one of the 90-plus local REALTOR® associations throughout Texas.

Being a REALTOR® does have many benefits, including group discounts on products and services, participation in multiple listing services, and continuing education and networking opportunities. However, the cornerstone of what it means to be a member is the REALTOR® Code of Ethics. This code creates the true value that makes the real estate business a profession. REALTORS® pledge that they will protect their clients’ interests.

The REALTOR® brand

Being a REALTOR® also means you’re part of an organization with a long track record of protecting property owners. Working together in Congress, the statehouse, and before city councils and other regulatory bodies, REALTORS® help keep the cost of real estate transactions down and protect consumers from proposals that would make homeownership more difficult.

Finally, REALTORS®–because you’re plugged into the best information and education–generally know more about the process of buying and selling real estate. In short, you’re a cut above. So why not tell it?

What do you mean Whadayamean?

Whadayamean is TAR’s new statewide media campaign designed to educate consumers on what sets REALTORS® apart from other real estate agents. This year, TAR created a 60-second radio commercial called Whadayamean that began airing on 135 stations across Texas. The spot stresses that REALTORS® are different from licensees who are not members, mentions some of the key differences, and calls on consumers to ask if their real estate agents are REALTORS®.

A 50-second version of Whadayamean, which accommodates personalized local tag lines, is free to REALTOR® boards in Texas as well as individual members. The chief benefit? Whadayamean reinforces the REALTOR® brand with the public. You can listen to Whadayamean at www.texasrealestate.com/realtors.

Tap into TAR

You can communicate your REALTOR® advantage with TAR-provided information and marketing tools. For starters, photocopy page 36 and include it in your listing-presentation and prospecting materials. You could even typeset your name and contact info onto the flier by running copies through a laser printer.

You can find additional marketing content in the marketing section of TexasRealtors.com. Meanwhile, here are two more ways to tap into TAR:

• Give your customers access to useful information by linking from your personal or company Web site to TAR’s consumer site, TexasRealEstate.com.

• Get valuable exposure for yourself by submitting a consumer tip to TexasRealEstate.com. If selected, your tip will include your contact information. Just submit your tip via e-mail to: realtips@texasrealestate.com.

John Gormley is TAR’s director of communications and marketing.

Photo © PictureQuest.

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REALTORS®, visit www.tar.org.