Kevin Porter, CRS, of Porter Realty in Ashland, Wisconsin, reflects on the CRS designation benefits that have shaped his education, referral network and approach to client service. He also shares how lessons from the 2008 market downturn changed the way he prepares for shifting markets—and why he encourages new agents to pursue the designation early.
What does it mean to be a Certified Residential Specialist?
The Certified Residential Specialist is someone who serves their clients first and foremost. We have a network of referrals that we use not because of any other reason than the fact that we know that this person is going to serve our clients. This person has done the work. They’ve added the credential to their name. They’ve done the education. They’ve done the amount of business required.
What did the 2008 market downturn teach you about the importance of education?
Early in my career, I’d been knocked out of the market by what the market had done. And that wasn’t necessary. It was purely my lack of knowledge and my lack of education that allowed me to be in a vulnerable position. There were a number of agents who thrived through the market downturn in 2008. There were certainly a great number of agents that at least made it through and were able to provide value to the people who were in a tough position. I didn’t have that ability because I hadn’t learned. I hadn’t sharpened my own saw. I hadn’t done the work of going to the conferences to learn about what times were like in the 1980s and the 1970s, and when things were not great. And so I didn’t have the skill set.
How does CRS education prepare agents to serve clients through changing markets?
CRS requires its members to take extra classes. It’s the education designation. CRS is all about making yourself better so that you can serve your clients better. It’s about making sure that we are the experts in the industry and that what we have to offer is the best at any point in time for our clients.
Had I been a CRS back in 2005 or 2006, I probably would have been fine or at least made it through that market downturn. I would have known enough to pivot, to shift. I would have known where to get the information that I needed at that time.
How does the CRS designation support you today?
Now, the CRS designation supports me in a wide variety of educational opportunities. I’m constantly going out to take classes during the education week or talking with other CRS individuals. I know who to reach out to. I can pick up the phone and get great ideas from genuinely good-hearted individuals who will help me with whatever I need at that moment in time to serve my clients and to serve my community and to serve the people that I work with. So, it’s a phenomenal group of people and it’s an incredible resource and the whole reason it exists is to make us better.
How do you find the right CRS to help a client who is moving out of the area?
One of the things I love about handing off a client to another CRS is that I know that they’ll be well taken care of. I love when people tell me that they’re moving out of the area. I immediately say, “I have got a great network for you. I have got people that I can reach out to.” And I do. I don’t just look in the CRS directory and just find a name and pick it out. I call that person, and I see who calls me back first. Secondly, how are they on the phone? Are they welcoming? Do they have time? Are they interested in who this client is? Do I feel like it’s going to be a fit? And once I’ve done that work, I can, with really great conscience, call my client and say, “Hey, I found the person for you.” My clients are so grateful for that connection to another qualified individual, another expert in the field, another trusted adviser.
What matters most to you when you’re helping a client?
It’s not about me. It’s not about a paycheck. It’s not about how I feel at the end of the transaction. It’s about my client. It’s about the experience that they have. It’s about delivering them the value that they deserve because they asked me to help them. Our job as an agent is to help other people. Shouldering that responsibility and delivering on the promises that we made. That’s what we’re known for at Porter Realty.
What do you take away from CRS classes and events?
I’m always coming out of a CRS class or a conference or celebration enthusiastic and recharged and with actionable knowledge that I can put into place immediately on my return. Sometimes I’m texting my team when I’m at the event and saying, “Hey, do this right now.” Or my assistant: “Hey, send this email out or remind me to talk about this next week when I get back.” CRS always delivers and it delivers so much more than I would ever expect. It opens my mind and it expands my consciousness to new areas that I wasn’t expecting.
What advice would you give someone starting a career in real estate?
Get your CRS designation. If there’s one thing that I could say to a new person starting out, get your CRS designation. Go to the conferences. Go to the events. Go to the education. It’ll make all the difference in the world to your career.
