Just in case you were unaware, November was National Association of Realtors (NAR) Designation Awareness Month. Don’t worry. I missed it too. Which is too bad, really. It seems that there was a clearance sale going on.
Dear Real Estate Professional,
I just wanted to send you a friendly reminder that… Designation Awareness Month is quickly coming to an end. Please don’t miss this opportunity to save 20% off of our three top selling designations.
And just in case you are curious, the top sellers are AHS (Accredited Home-Staging Specialist), ASR (Accredited Seller Representative), and CNS (Certified Neighborhood Specialist). All three acronyms would typically cost me $700, but had I acted in November, I could have bagged the whole lot for $560. Dang. Of course, this does not reflect the costs I would have incurred reprinting my new, jumbo business cards to reflect my expanded credentials.
Am I the only one that thinks this is getting a little, uh, silly? Currently, for a price, my business card could look something like this, yet I still wouldn’t have exhausted my Continuing Education accredidation opportunities.
This is problematic as it leaves a lot less room for my requisite high school graduation photo.
Now I could be wrong, but in ten years I have not once been rejected by a potential client for the absence of qualifying initials. “We really like you, Kris, but Dave is a LBOS (Lockbox Operating Specialist), a CSLHSA (Certified Split-Level Home Selling Agent), and a SCUBA (Self-Contained Underwater Breathing Apparatus). We feel his enhanced credentials will improve our chances of getting top dollar!”
This is not so much about the many well-intended agents who spend their time and money acquiring these designations, but more about the companies attempting to capitalize on our thirst for a competitive advantage. If this is all stuff that makes us better agents, then I propose that we put a moratorium on the issuance of more curious letter strings and just include the material in the licensing courses. But, where’s the fun (and money) in that?
And where does it all end? I have decided to start a company which sells letters of the alphabet (except “i”, for which Steve Jobs currently holds the trademark license). This way, there is a clear end game. Upon completing the 25th course (which will be on sale in June), and crossing the finish line with the elusive “z” in your repertoire, you will be a fully-trained agent. Absent that “z” on your business card, consumers will immediately know that you are an incomplete loser.
You can mix up your letters any way you want. The more courses you buy, the more combinations you will have at your disposal. (Note: It is recommended that you jumble with caution, avoiding designations like PUTZ and SAP, although the former does in fact demonstrate that you are a professional who finishes what he starts). How many designations are possible? While “infinity” is currently the answer, my program will be self-limiting, involving something about a factorial.
As a bonus, my content will have real, practical application and fill a need. “S” may be “Synonyms – Other Words for Gorgeous and Upgraded,” “R” may deal with “Returning Your Phone Calls, Stoopid,” “W” might be titled “Websites – Get One,” and “T” is obvious (Two-Hole Punch Operation). Naturally, “E” will address “Emailing and Lawsuit Avoidance – Reply to All Means All.”
The real beauty is that while I will be able to provide a valuable service to the industry, I won’t have to charge all the much to turn a profit. In fact, with approximately 87 trillion current licensed agents in my subdivision alone, I see some serious money to be made. I plan on marketing with door hangers (”D”). So, to borrow a few lines from my Designation Awareness Month friends:
Any of these… courses expands your horizons and real estate knowledge… Gain the skills your competitors lack and offer a value-added, more professional service.
To your success!
Sincerely,
Kris Berg, BS (Blogging Specialist)
ABOUT THE AUTHOR Kris Berg is Co-Owner and Designated Broker of San Diego Castles Realty. If not-so static web sites are your thing, go here at once where you will find loads of real estate information including homes for sale, market trends, floor plans and more. Kris's hobbies include fencing and spot welding. She likes kittens. 
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{ 11 comments… read them below or add one }
I stopped bragging that I was a “CRS” when someone asked me “what does that stand for, sonny ~ can’t remember shit?”
Honest ~ it really happened
I knew Phil would show up for this one.
My personal favs are the appraiser designation, MAI, and the commercial real estate moniker, CCIM. Those two tribes are often at odds.
The investment broker says MAI actually stands for — Made As Instructed.
Appraisers counter, saying CCIM means — Can’t Close, I Miscalculated.
Seriously, the public either totally discounts the myriad letters they find on cards, or give far too much credit for designations your babysitter could acquire with some cash and a day or two.
As usual your conclusion hits the mark. Show you have the skills and have been producing what so called ‘consumers’ hunger for most — RESULTS.
Jeff – I see you slipped a little light reading in before the Chargers game.
Phil – As we are now approaching the end of a very painful first half, thank you for the levity. I know you know my remarks were not intended to diminish the effort you and others put into the courses nor the benefits reaped. As Jeff said, I was just questioning whether the consumer cares or even understands, much less perceives that there is a benefit to them.
Now, if the Titans forget to return to the field in the second half, we might be able to win this thing!
I’m all for continuing education but give me a break – I started thinking that all the designations were making up for the lack of education and training required from real estate agents.
Loved the CRS one – it’s exactly when I think of when I hear it. And your SCUBA one was hilarious!
Great post! But young lady, had you had NARWisdom.com in your feed reader, you would have been aware on Nov 10 that Designation Month was upon us.
Jay Thompson, CRAP
(Certifications for Realtors Are Pointless)
Kris ~
Your post has actually stimulated me to consider not renewing my CRS, ABR, and e-Pro designations.
The public doesn’t understand them, doesn’t care about them, and that makes me question why I am going to send in my annual dues.
Who really cares about this stuff anyway?
All of them are obtainable with a day or two’s time and a few hundred dollars.
The courses are all fluff with brain-dead exams that anyone with a pulse can pass (or they allow you to take the exams as many times as you need in order to pass).
I just may do it this year!
All of these silly alphabet soup designations do little more than generate additional revenue for the issuing branches of NAR.
I think I will retain my BS credential, however (Blogging Specialist)
It’s so interesting – I was thinking about this topic last week. What irks me is that so many of these designations require yearly “membership” fees but offer nothing for the money.
Vicki Moore, BS
True, Vicki. Seems goofy to me, but maybe that’s because I am not on the billing end. I am all for learning (for the sake of learning, not necessary to buy a vowel), but it is a little like your alma mater billing you in perpetuity for your degree.
You are an absolute delight, Kris. I always enjoy reading your posts! Hope to meet you at the Bloggers Connect!
Brian – That is just what Steve always says! (Not.)
I hope so, too.
Jim Klinge, SHK