Although a home, for many, is one of the biggest purchases they will ever make, as well as one of their largest assets, a new study shows that many Ontarians are not seeking all the help they might need with their “life’s biggest investment.”
OREA recently conducted a Leger Marketing poll, of the 120,000 Ontarians who used the services of a REALTOR ® to buy or sell a home last year. What the survey indicated, is that a very small percentage of people are actually aware of what specific expertise REALTORS ® can offer consumers.
The report “reveals that only 10 per cent of Ontarians who have used a REALTOR ® know that REALTORS® are trained in environmental issues, and even fewer (six per cent) are aware that family law is part of a REALTOR ®'s education.”
“REALTORS® in Ontario must successfully complete a rigorous training process as well as continue our education after we start practising so we can be prepared to help our clients with all their needs," says Barbara Sukkau, president of OREA. "Most clients do not realize that REALTORS® are aware of family law issues when selling a family home during a divorce, or that REALTORS® can advise about home inspections based on our knowledge of building construction in the province. There are many other issues that come to light during a real estate sale or purchases on which a REALTORS® can help a client make an informed decision."
While people seemingly are not aware of the educational specifics that REALTORS® possess, they seemingly are generally aware though, the profession is regulated, and requires adherence to a code of ethics, and that there is an expectation of some continuing education . 70% of respondents said that they knew that REALTORS® had a code of ethics that they are required to adhere to; 50% knew that REALTORS® were required to formally continue learning to keep abreast of changes in the industry.
“Buying or selling a home is the biggest financial decision a person or family can make, yet Ontarians in the real estate market have not taken advantage of all that a REALTOR ® can offer," says Sukkau.
What this draws into focus though, is that perhaps there is a gap in public knowledge in specifically what kind of value a REALTOR ® brings to the table. When trying to position oneself as a resource invaluable to the process, it helps to communicate specifics about not just what advantages buyers and sellers can achieve in using a REALTOR ®, but the specific “why”.
Education and experience suggest depth, and they also lend support to the articulation of value, and help to create compelling arguments.