The Yankelovich

research, along with other comprehensive studies of real estate professionals

and their customers, inspired the National Association of Realtors to

launch a new set of television, radio and print ads in 2002. The new ads

carry the tag line, "Work with someone who will work with you. We're

Realtors. Real Estate is Our Life."

"The new

ads dramatize the collaborative style of working with customers, showing

how Realtors and homeowners work side by side, in a team effort, to get

the job done," Keller said.

Keller pointed

out that different customers want different attributes in their "Realtor

partners." A successful real estate professional learns quickly to

adapt his or her style of work to the situation at hand.

"Some

customers see their real estate professional as a white water rafter,

helping them get through the wild ride to closing; some see their agent

as a social worker, focusing the on the interpersonal relationships that

make a deal go through; others see their agent as a financial planner;

while some are just plain looking for a level-headed negotiator,"

Keller said.

The attribute

everyone is looking for is trust, she said. "Today more than ever,

it's the Realtor's adherence to a strict Code of Ethics that sets them

apart from licensees who are not members of the National Association of

Realtors."

Keller reminds

consumers that whether you're buying or selling a home, you should first

find a Realtor who makes you feel comfortable and assured that you will

get to the end of the deal successfully.

Real estate

is one of the most competitive businesses in America, so local Realtors

must fight hard to succeed in each community. "That puts you in the

driver's seat, when it comes to finding the right real estate professional

for you," she said.

Keller suggests

that consumers interview at least three Realtors before selecting the

one that is right for them. She also suggests asking friends and neighbors

about the Realtors they have used to get informed referrals.

"The most

important thing is that you find a real estate professional who is a Realtor

­ one of the 840,000 members of the National Association of Realtors

who is qualified to carry the registered Realtor trademark after his or

her name," Keller said. "What you're really looking for is someone

who will work with you, just like the ads say."

The Fayette

County Board of Realtors is a nonprofit trade association with over 600

members.

Back

to Real Estate Home Page |