Leverage your professional education to differentiate yourself among consumers.
By Mike Selvaggio, CRS
Mike Selvaggio, CRS, is a Certified CRS Instructor and broker/owner of Delaware Homes Real Estate in Wilmington, Delaware.
As a CRS instructor, I fly a lot, and my favorite jacket is the one that has “CRS” and the CRS logo on it. Other passengers sometimes say, “I know what CRS stands for.” Then they say, “Can’t remember s#!t,” with a smile. I smile back, and tell them what it really means.
Sellers can be equally clueless about CRS. We are so used to saying, “I am a CRS,” that we don’t explain what these three letters mean for them—that it is a special designation that indicates we are in the top 3 to 4 percent of all REALTORS® in the country, and that we have met requirements for advanced education, training and experience.
My favorite part of my listing presentation is when I ask the seller, “Do you know how many real estate agents there are in the U.S.?” They have no idea. The correct answer is about 2 million. (Licensed REALTORS® account for approximate 1.1 million, but I’d rather use the licensee number.) They’re amazed there are so many licensed real estate agents in the country.
My next question to them is, “What percent of the licensed real estate salespeople in the U.S. do you think are certified residential specialists?” Their typical answer most of the time is 30 to 50 percent, or more.
I then tell them the correct answer is 3 to 4 percent. They’re amazed that it is such a small number. I then share with them the fact that I am a Certified Residential Specialist, show them the CRS logo, and tell them this is the designation you cannot buy; you have to earn it!
I want them to feel comfortable knowing that I have this designation. I also explain to them how important it is to see a specialist rather than a general practitioner if you want the best in professional care—medical or real estate. In addition, I suggest that their family is certainly worth the extra-special care of a specialist and that I am not just an ordinary real estate agent.
And if for some reason they decide not to work with me, I tell them to be sure to look for a Certified Residential Specialist so that they will get the best possible negotiating representation, pricing skills and overall marketing presentation of their home in today’s market.
Mike Selvaggio, CRS, is a Certified CRS Instructor and broker/owner of Delaware Homes Real Estate in Wilmington, Delaware. He can be reached by email, twitter, or his website
