To make the most of generative artificial intelligence, agents must learn to prompt like a pro + Helping picky buyers 12 + The importance of buyer consultations 18 + Utilizing checklists 22 + Preparing for retirement 30 26
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Sean Carpenter Deanna Foerman, CRS Jorge L. Guerra Jr., CRS Cyndee Haydon, CRS Neal Oates, Jr., CRS Tom Yates, CRS
18 Building Trust With Buyers
Having a detailed consultation with potential buyer clients helps prevent unexpected surprises.
By Scott Mason22 Make a List, Check It Twice
Detailed checklists can be an invaluable tool for real estate agents at any point during a transaction.
By Jason Henninger
26 Prompt Like a Pro
When using artificial intelligence for business, make sure you’re feeding the tool the right information to produce the best results.
By Scott Mason30 Time Waits for No One
Being prepared for retirement should always be top of mind for veteran agents in the industry.
By Myrna Traylor
4 Aerial View
Tricia Nekota, CRS, RRC President
6 Real Talk Recap: What you missed from recent RRC podcast episodes.
8 Personal Perspective: DJ Dube, CRS, RE/MAX Right Choice, South Windsor, Connecticut
9 It’s a Big Step: Some clients may not be financially ready to buy, and agents should be prepared to assist.
By Myrna Traylor12 Helping Picky Buyers Decide: Buyers who can’t compromise can make an agent’s job difficult.
By Jason Henninger
16 Smart Living: Q&A with Sell-a-bration® keynote speaker Jeff Henderson.
Data Dive Insights from industry data.
36 Council Classroom: Learn how to express your value in a shifting landscape.
38 Marketing Matters: When working with families, don’t forget to include the children in the process.
41 Ask a CRS: Advice from the country’s top agents.
42 Your Own Council: RRC news and updates.
44 Find a CRS: Expand your network.
46 Balancing Act: How to gracefully say “no” at work.
48 CRS Cares: Sharing an RRC member’s contributions to their community.
EDITOR
Cheré LaRose
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800.462.8841
ASSISTANT
Amelia Garza apgarza@crs.com
Jason Henninger
Scott Mason
Myrna Traylor
Advertising Inquiries
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The Residential Specialist is published for Certified Residential Specialists, general members and subscribers by the Residential Real Estate Council.
The magazine’s mission is: To be a superior educational resource for CRS Designees and members, providing the information and tools they need to be exceptionally successful in buying and selling residential real estate.
Tricia Nekota, CRS President-Elect
Vivian Macias, CRS
First Vice President
Teresa Pitt, CRS
Immediate
Past President
Holli Woodward, CRS
Members
Debra Beagle, CRS Ellis Gardner, CRS
Mark Gordon, CRS
Bryan Hughes
Tonya Thomsen, CRS
Chief Executive Officer
Jeff Hornberger
Staff Liaison
Patricia Stodolny
PUBLICATION
The Residential Specialist is published bimonthly by the Residential Real Estate Council, 430 North Michigan Ave., Suite 300, Chicago, IL 60611-4092. Periodicals postage paid at Chicago, IL, and additional mailing offices. Change of address? Email requests to crshelp@crs.com, call Customer Service at 800.462.8841 or mail to RRC at the above address.
The Residential Specialist (USPS0021-699, ISSN 1539-7572) is distributed to members of the Council as part of their membership dues. Nonmembers may purchase subscriptions for $29.95 per year in the U.S., $44.95 in Canada and $89.95 in other international countries. All articles and paid advertising represent the opinions of the authors and advertisers, not the Council.
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COPYRIGHT 2024 by the Residential Real Estate Council. All rights reserved. Printed in U.S.A.
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The Residential Real Estate Divorce Specialist Certification program is designed to help agents learn the family law basics so they may be more effective when speaking with clients. It focuses on the various approaches to be taken and how to best navigate process.
CRS Designation:
Earn 4 hours of credit!
Check if this course qualifies for continuing education credit in your state.
The content was exactly what I was looking for. I loved the videos and activities. I learned so much and can’t wait to try out my new skills!
Volunteers embody the spirit of collaboration, working together toward common goals and objectives.”
The success of Residential Real Estate Council (RRC) is attributed to its multifaceted organizational structure. Each layer plays a pivotal role in guaranteeing our shared achievements. RRC’s volunteers are key contributors to the many accomplishments of the association. Volunteers bring forth their passion, dedication and shared wealth of expertise. They selflessly donate their time, energy and skills to further our collective mission of fostering excellence in residential real estate. As we navigate the ever-evolving landscape of the real estate industry, I find it critical to recognize and celebrate the unsung heroes who form the backbone of our organization—our volunteers.
Volunteers bring diverse backgrounds, perspectives and experiences to the table. Their wealth of knowledge enhances the quality of our programs, initiatives and education.
Often, volunteers who are at the forefront of innovation and plant fresh ideas push our organization forward. Their creativity and willingness fuel RRC’s growth and adaptability in a fast-changing industry. Through their volunteer work, members actively contribute to building strong and vibrant RRC communities. Whether through mentorship programs, community outreach initiatives or advocacy efforts, volunteers truly make a tangible difference in the lives of those they serve. Volunteer leaders inspire others within the organization to give back and make a positive impact—and the wave continues to ripple outward. If you’re eager to participate and become a volunteer, I encourage you to reach out to your state leaders. RRC enthusiastically embraces and welcomes your valuable assistance.
Volunteers embody the spirit of collaboration, working together toward common goals and objectives. Their camaraderie strengthens the bonds within our organization, fostering a sense of belonging and unity among members. RRC State volunteers feverishly work on planning multiple education courses and networking events throughout the year. And don’t forget to mark your calendars for the unmissable CRS Week, from Sept. 16–20! Brace yourselves for a daily cascade of webinars accessible not only to esteemed RRC members but also to others beyond our membership. This is our moment to radiate brilliance and illuminate why #CRSMeansBusiness in residential real estate. Rally your colleagues, summon industry peers to partake in this extravaganza and commit to engaging in the array of events and educational offerings orchestrated by your state leaders. Together, let’s ensure that CRS Week transcends mere success and attains the pinnacle of achievement.
In closing, I’d like to extend my deepest gratitude and heartfelt aloha to all the volunteers who selflessly dedicate themselves to the advancement of RRC, giving generously and wholeheartedly to our collective cause. RRC’s success is, without a doubt, due to your efforts, commitment and contributions. Together, we can continue to build a stronger, more vibrant organization that positively impacts the lives of real estate professionals and communities alike.
“I
just discovered this feature and
I’m
like a kid in the candy store. Thank you!”
~ Paul Fedyinch, CRS
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As Season 3 of Real Estate Real Talk comes to a close and while we gear up for Season 4 (coming fall 2024), relive our most popular episodes from the past three seasons. These can’t-miss highlights are as relevant today as the day they aired!
“We
I think that mental health—bringing those issues to the forefront and removing some of the stigma—came about when people felt extremely isolated in the early lockdown period of COVID. It’s something that I probably wouldn’t have admitted or recognized that I need to deal with and think about on a daily basis for my own personal well-being. But I certainly started to think about it the busier and more successful I became: The pressure that we put on ourselves, the pressure that the industry puts on us, the pressure that our clients put on us and what we see on social media.
Maura Neill, CRS
“Pride and LGBTQ+ in Real Estate”
“Staying Safe in the Field”
We’re targets. You mentioned Beverly Carter [a real estate agent who was murdered in the field]. I would dare say, in her honor, so many programs have gone into effect, and Carl, her son, has traversed the country [to speak on the subject], along with many other real estate agents who are passionate about REALTOR® safety. I was looking at statistics because I don’t think many real estate agents realize how much information is available to them—only 52% of REALTORS® that were surveyed said that their brokerages had safety plans in place.
Holly Woodward, CRS
Access the entire archive of “Real Estate Real Talk” episodes at www.CRS.com/ resources/realestate-real-talk
I’m not going to sit here today and talk to you all like I don’t have a knot in my stomach over this. When Pride rolled around, I used to not think anything about it. But it’s become such a polarizing [issue] because we have always wanted safe spaces. In 1989, when I was in high school, I was chased through a parking lot after a game, and people shouted gay slurs at me. In 2004, I was fired from my job in the music industry under the suspicion of being gay—that’s why I’m in real estate today. Some people want to think [Pride Month] is about sex, and it’s not. It’s about for one time, one month, not being scared of where we’ve been.
Brian Copeland, CRS
“Breaking Down Communications— Talking to
Today”
We have to stop talking about how we represent buyers for free. Unfortunately, if you go on any search engine and type in “buyer’s agent,” the first thing that’ll come up is free, free, free. I actually searched on YouTube, “Are buyer’s agents free?” and there are so many videos of agents talking about how their services are free. They’re not free. They’ve never been free. They will never be free. We don’t all work for free. And we need to change the conversation around that piece of it.
Alex Milshteyn, CRS
DJ Dube, CRS, enjoys fishing when she’s not selling homes.
PAGE 8
Agents must be prepared to encounter potential clients who aren’t financially ready to buy.
PAGE 9
Clients who can’t seem to compromise on a home’s features present a difficult challenge for real estate agents.
PAGE 12
Sell-a-bration ® keynote speaker Jeff Henderson shares his experiences in the culinary industry and work-life balance.
PAGE 16
How did you get involved in real estate?
I support many charities within my community— I love being involved in giving back.”
I went to school for business, and I took the real estate licensing class as an elective. After I graduated, I worked other jobs, but I just kept thinking about how much I had enjoyed that real estate class, so I thought I would give it a shot. I reached out to a local broker I knew and asked if they had an admin-type role because I wasn’t sure I wanted to dive all the way in. I started at the front desk, and shortly after that, I realized, “This is my jam.” I studied again because it had been several years since I’d taken the class. I took the licensing test, passed and the rest is history. It’ll be almost 11 years since I’ve been licensed.
was, and it was always on the list of things I wanted to accomplish. A dear friend of mine—I refer to her as “my conference wife” because we travel and go to so many conferences together—thought I would love Sella-bration®, the network and everything else. She tapped me on the shoulder and said I should check it out. This was right when COVID hit, so I used the time to get my designation.
Where do you practice, and what is your market like?
our sellers, we have to do a lot of due diligence to sort through those offers, make sure that we are vetting them properly and making sure that we go under contract and get to the closing table. It is definitely a seller’s market right now and home values are substantial.
Are you primarily a listing agent, or do you work with buyers as well? How do you market your services?
their resource for all things houserelated—whether they need a painter, handyman or plumber—it is not just during the transaction, but for life.
Are there any particular charities or community projects you’re involved in?
DJ Dube, CRS, achieved the CRS Designation in 2020. She can be reached at DJDuberealestate@ gmail.com or 860-830-1986
When did you learn about the CRS Designation, and how did you decide you wanted to pursue that?
Even when I was first licensed, I had heard about what a prestigious designation CRS
I’m located in central Connecticut, but I service the entire state. It’s relatively small, and I can get to a vast majority of the state in an hour or less. And we are busy. Just like everywhere in the country, there is very low inventory here. And unless they’re egregiously overpriced, most properties are receiving multiple offers. We are having to get very creative for our buyers. And with
I work with a mix of buyers and sellers, and my entire business is repeat and referral. A quarter to a third of my business is agent-to-agent referrals. Last year, I had one transaction that was an inquiry on one of my listings, but aside from that, my entire business is structured on doing a phenomenal job for my clients. I share with them that I work by referral, and if they really enjoyed and appreciated the level of service I offer, they should refer me to their friends and family. I do a lot of client appreciation events and stay in touch with clients, letting them know that I want to be
I am a huge volunteer within our industry. I serve on the board of directors for our state and local association. I am the immediate past chair of the Young Professionals Network for our local association. I am chair of the legal awareness committee, which is the group that creates forms for agents to use. I’ve served on the state and local grievance committees for many years and serve for the local Women’s Council of REALTORS® as an events director. I support many charities within my community— I love being involved in giving back. I help with different fundraisers, I’ve sponsored the South Windsor Operation Graduation, and there is a farm I have sponsored that helps with hunger in the Niantic area.
It’s a Big StepBy Myrna Traylor
Occasionally, when prospective buyers approach you and say that they are ready to buy a home, they mean they are psychologically or emotionally ready to buy. But are they financially ready?
Agents who work with buyers have a responsibility to these clients—and to themselves— to make sure that they are, in fact, prepared to purchase a home. Ray Stallings, CRS, broker associate at D.H.I. Realty, Inc., in Mount Carmel, Illinois, says that some potential clients approach him and say they are ready to buy when
what they are really looking to get is the lay of the land. Often, these are first-time homebuyers. “People may be seeking information, or they think they’re ready to buy because a friend bought recently,” he says. “But once you talk to them, you find out they don’t know a whole lot yet.”
Stallings takes care to plant the seeds for an ongoing relationship, however. “I try to build a good rapport with them so when they are ready a year or even two years from now, I can revive a relationship with them.”
I try to build a good rapport with them so when they are ready a year or even two years from now, I can revive a relationship with them.”
—Ray Stallings, CRS
Learn how you can better support buyers with RRC’s Advanced Residential Home Buyers’ Agent Certificate. Visit www.CRS.com/ education/ certifications-andcertificates for more information.
During the first meetings with prospective buyers, Stallings lays out what he calls his roadmap—the process that clients will need to follow, including sharing financial information, the details of the home search itself and all steps right through closing. Pre-approved information: Ascertaining if the buyers are pre-approved for a mortgage loan is a vital first step. “I confirm that they’re pre-approved, but then I go beyond that a little bit,” Stalling says. “Just because you’re pre-approved for a certain amount doesn’t mean that you want to spend that much. You may not really be able to afford the full amount you’re approved for. This happened when my son was pre-approved. I told him—and I’m stealing this quote from Dave Ramsey, ‘You want to own the home, you don’t want the home owning you.’”
Lender advice: For those people who don’t have that preapproval in hand, Stallings encourages them to talk to a lender about getting their
financial house in order. “I don’t want to get too involved in their personal finances and be accused of giving them bad advice; that’s not really my lane. (Although I do tell them to avoid activities like taking out new lines of credit, missing bill payments, or moving large amounts of money around during the pre-approval process.) But I can refer them to different resources,” he states. “For instance, there’s a local credit union here that has credit counselors that can talk to prospective buyers, and often that person’s credit score can quickly improve if they take the advice.”
Stallings makes sure that he circles back to those clients who are improving their finances, if they don’t get in touch with him first.
What if the client isn’t forthcoming about their finances? “It’s pretty rare that someone would try to hide that information,” says Stallings. “There may be some people doing that because I haven’t built a relationship with them yet. I may hold off
on showing them anything or pass them off to someone else if they’re not willing to share anything. Or, I may go ahead and show one home or meet with them again for an opportunity to build a rapport.”
Stallings also says that new rules governing buyer agency agreements will weed out people unwilling to share their information. “With some of the new law changes, I think it will be easier to get some of that information upfront. In my state, we’ll need to have buyer agency documents signed before we show a house as part of our MLS rules, which will change things.”
Another force acting on buyer transparency is a note from listing agents saying they will only show homes to people who are pre-approved.
Related costs: A little further along on that roadmap, Stallings shares some of the costs that aren’t related to a home’s purchase price. “I have another document that shows three expenses you’re typically going to have after you make an offer on a home—the
earnest money, the home inspection fee and the appraisal fee, unless their loan application fee covers the appraisal. At minimum, that is going to be around $1,500, but it could cost more. Depending on their circumstances, that number could be closer to $2,000.
“And then I explain the costs that are typically due at closing, which could be as soon as 30 days out. We also discuss the possibility of some of their closing costs being covered by the seller,” he says, “even if that weakens their offer.”
After they are approved: Once the initial financial hurdles have been overcome, Stallings tries to make sure buyers will be in a good position after the deal is done. “I hate to see someone use all their money for the closing costs,” he says. “Does that leave them something if they have an emergency? I do my best to make sure they’re going to be happy in the home and that they’re aware of all these different costs. If they’re first-time homebuyers, it takes a little extra time, but it’s definitely worth it.”
Dealing with overly particular clients may not be much fun, but it’s not hard to empathize. After all, buying or selling a home is likely the largest transaction many people will ever be part of. And more than the money, it is a home, with all the needs, memories and emotions that come with the word. Being specific with likes and dislikes is natural, even beneficial, to the buying and selling process when the stakes are so high. But there are also times when the client is stuck on a concept that may not be feasible. How do you deal with bringing their dreams to life without having the process become a nightmare?
Granted, some people are just never satisfied. But for the most part, clients are merely those who have very specific criteria, sometimes so specific that it borders on unreasonable. While their focus can be a little frustrating at times, their pickiness usually stems from genuine concern over finding a space that resonates with their vision. Personal preferences, past experiences and the significant financial impact all play a part. But there is a silver lining to working with picky clients: They can help you hone your attention to detail, which in turn can lead to more refined and customer-tailored service.
Beginning with empathy is important. In many cases, what looks like pickiness results from being overwhelmed and trying to negotiate the enormity of the task. Consequently, strategies to reduce how overwhelmed the client feels can be a big help.
Rob Hundley, CRS, an agent with Asher Chaim Real Estate in Phoenix, Arizona, believes in selectively narrowing the options to guide clients toward what they want. “Over the years, I have worked with many ‘picky’ buyers. During that time, I have learned how to use a dual alternative approach. The basic idea is that too many options leads to choice paralysis,” he says. “Narrowing, or curating, the options helps the buyers reach a decision they will love. The key is knowing which choices to offer. This means listening to your buyers as well as watching their reactions to the options. Start broad and narrow with each decision.”
That approach is a bit of a balancing act. You want to give them choices, but not overwhelm them with too many. At the same time, you want to curate, to use
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Set clear expectations from the start. From the outset, establish a clear sense of what your client truly wants and what they can expect from you. Colette DuBose, CRS, at Virtual Properties Realty in Duluth, Georgia, emphasizes setting clear expectations early on. “Creating a clear outline of exactly what they want is the first step,” she says. “Doing this before going out to view homes can drastically cut down on the number of homes they will need to see.”
Educate and guide. Picky clients may need more guidance than the average buyer or seller. Focus on educating yourself about their needs and helping them determine which wants and needs are realistic for them to find. With more information, clients may feel more secure in making decisions. Clients who feel heard are often more open to compromise. Reflecting on their needs demonstrates your commitment to their goals.
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Keep an eye out for solutions. Buyers might become disinterested in a property because of something they think is a big problem, even though it may be an inexpensive or quick fix. DuBose says it’s helpful to have solutions available to offer. “I like to have several contractors that I work with regularly to help give me ballpark numbers on fixing up these minor repairs,” she says.
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Be the calm in their storm. Buying or selling real estate can be incredibly stressful. If you keep your cool—even when the client’s requests are driving you up the wall—you’ll build their trust in you.
Keep an eye on the time. Picky clients can take a lot of time. Virtual tours and in-depth property profiles can save time and streamline the process without compromising on what your client wants. Also, set realistic timelines and check in regularly to maintain momentum.
At times, picky clients will hold firm on things they simply can’t have. Rather than push, try to find creative solutions that still meet their core needs, even when a client’s preference may not align with what you believe is the best choice. For example, do they really want a swimming pool they can’t afford, or are they just envisioning fun summer afternoons with their family?
the value of the deals you present, especially when they’re fixated on personal preferences that might not be in their best interest. Managing expectations can be done while keeping the client feeling their needs are being taken seriously. It’s less about saying no than about saying, “What if?” or, “Have you considered this option?”
Sharpen your skills with eLearnings to better represent your buyers at www.CRS.com/ education/ education-catalog
If it’s the former, you may be able to find a way to compromise in some more flexible criteria that allow them to afford a pool.
If it’s the latter, you can work on finding them a great backyard with plenty of space for barbecues and areas for kids to play.
It’s up to you as the expert to gently guide them without disregarding their vision. It’s essential to ensure that clients understand
While the process of working with picky clients may be more complex, it is also an opportunity to establish a rewarding relationship. When the client feels that you have listened, taken them seriously and worked with them earnestly—even if there was a little compromise here and there—they are definitely going to keep you in mind when it comes time to sell or buy a new place or recommend an agent to a friend.
In its 2024 New Construction Consumer Research Report, Realtor.com’s survey of those who had purchased homes in the prior 12 months of 2023 showed that new construction was a big hit with millennial buyers (currently ages 26–41). Nearly half (48%) of this demographic purchased new construction in 2023, compared to 41% who purchased existing home stock.
Some experts believe that as a group, millennials may favor new construction because they are less handy and see fresh builds with new features, appliances and warranties as potentially
less troublesome, repair-wise. They may also be attracted to the prospect of getting some customized home features without the burden of living through a rehab in an older home.
No matter their initial motivation, millennials and others who bought new construction last year are very happy with their homes—so much so, in fact, that 91% of those surveyed said they would purchase new again. If that is the case, agents who have a handle on the new construction market/process may have a built-in stable of repeat clients.
And the younger the homebuyer, the more likely they’re buying new.
Source: Realtor.com
Jeff Henderson, professional chef and author, was the keynote speaker at this year’s Sell-a-bration®.
Residential Real Estate Council (RRC) spoke with Jeff Henderson, professional chef, author and Sell-a-bration® keynote speaker, about rising from adversity and achieving work-life balance in demanding industries.
RRC: Your journey from overcoming adversity to being a professional chef is truly inspiring. What advice do you have for individuals facing challenges, whether in their personal or professional lives?
Henderson: Life is full of challenges. The goal is to learn from any poor choices or mistakes that you make. You have to be resilient, strong and tough and face every part of adversity in your personal or professional life with a mindset of, “I’m going to get through this. I’m going to make this. I’m never going to give up.”
RRC: Beyond the kitchen, what impact do you believe chefs can make in their communities, and how do you personally strive to make a positive impact?
Henderson: Chefs can play a great role in terms of health and food disparities, especially in black and brown communities where high blood pressure, heart disease and diabetes are silent killers. We have an opportunity not just to prepare great food but to inspire and educate. It’s about education—each one, teach one.
RRC: The real estate industry is known for its fast-paced environment and demanding schedules. Do you have any tips for real estate professionals seeking to maintain a healthy work-life balance?
Henderson: In the real estate industry and most industries, a real estate agent is almost like an entrepreneur, and balance is one of the biggest challenges. That’s why it’s great to have a partner to help you stay balanced, but understand that you have to carve out some “me time” away from the busy work schedule because if not, you can wind up burning out. [Those in the] real estate and culinary industries experience burnout if they don’t balance their work and personal life. I would say you need to carve out some sleep time; you need to carve out some me time once or twice a week and try to turn off from the professional side to stay healthy and be able to continue your work at a high level.
RRC: Your life story is being turned into a feature film based on your New York Times bestselling book, “Cooked: My Journey from the Street to the Stove.” What would you want readers of your book or moviegoers to remember the most?
Henderson: I’ve been extremely blessed. I never chased a book, television or even a movie deal. I look at my life story coming to the big screen as an educational and informational piece to say that no matter who you are, no matter where you come from, [we all have] a gift and potential to become that best version of ourselves.
[Those in the] real estate and culinary industries experience burnout if they don’t balance their work and personal life.”
In
the highly competitive arena of residential real estate, the importance of buyer consultations cannot be overstated.
These preliminary meetings serve as the foundation for a successful transaction, aligning buyers’ needs and expectations with agents’ expertise and market acumen. At their core, buyer’s consultations are not just about discussing budget and wish list items; they are an opportunity for real estate professionals to showcase their value, build trust and establish rapport with potential clients. “Clients need to be fully informed of the whole process—the pros and cons, things to watch out for, values— anything that can affect their enjoyment of their new home,” says Gary Rogers, CRS, broker/owner of RE/MAX on the Charles in Waltham, Massachusetts.
Through these consultations, agents can gain insights into the buyer’s specific needs, preferences and motivations, enabling them to tailor their search and negotiation strategies effectively. They also provide a platform for educating buyers on the complexities of the market, the buying process and the nuances of financing options, thereby empowering clients to make informed decisions.
“Buyer consultations set the stage for the rest of the relationship with the potential client,” says Deb Greene, CRS, a real estate agent with Coldwell Banker Realty in Wayzata, Minnesota. “I want them to be the smartest buyers on Earth, and that can’t happen without a full buyer consultation.”
Christopher Tenggren, CRS, designated managing broker at Weichert REALTORS® Signature Professionals in Rochelle, Illinois,
Strengthen your bond with buyers with The Buyer’s Advocate course, available at www.CRS.com/ education
jokes that he “likes to kill the monsters when they’re young,” meaning if potential issues and information are communicated clearly up front in pre-consultation, it makes the job of a real estate buyer’s agent that much easier.
In an era where personalized service and expertise are highly valued, the
ability to conduct thorough and insightful buyer consultations, in advance of touring properties, can set an agent apart from the competition, fostering long-term relationships and driving success. For agents aiming to excel in residential real estate, mastering the art of the buyer’s consultation is not just beneficial—it’s essential.
A buyer’s agent needs to be as thorough as possible when meeting with potential buyer clients.
Melanie McLane, CRS, owner of Jackson Real Estate in Jersey Shore, Pennsylvania, says that she has a series of go-to queries to get a better understanding of a buyer’s current situation. “I will routinely ask potential buyers a series of questions: How long have you been looking? Have you talked to a lender? Who is your lender? Is someone else involved in the homebuying decision? What’s your ideal time frame to buy a home?” she says. Having this information before you even step foot onto a potential property saves real estate agents from any unwelcome surprises.
Tenggren says he will also present all forms a buyer may see throughout the homebuying process and discuss the process and ethics of a transaction. “It’s critical to set the expectations before you go out looking for homes,” he says. “This ensures that every conversation isn’t like a fire drill.”
Greene says she has a buyer consultation “book” that she will bring to that
initial discovery meeting to help set expectations. The first page, she says, details how she and a potential client would work together if they did indeed choose to retain her services. This includes reiterating that while she is their only agent, that doesn’t mean they are her only client. “I work with them based on their need to get into housing,” Greene says. “So, if they have a six-month timeline, we’ll chat occasionally, but I’m not going to talk to them every day.”
Buyer consultations also offer agents the opportunity to determine how serious a potential client is about purchasing a home. “You can quickly figure out if people are serious about buying a house or if they’re tire kickers,” Rogers says. “It’s still common for an agent to show somebody 20 houses, and the client doesn’t make any serious offers, or any offer at all. It’s probably because we haven’t done our jobs in educating them.” These consultations help build a business relationship and create trust both ways, letting agents feel like a client is serious and well-informed and can eventually make a better home purchase.
Agents may find that a buyer consultation is the best time to explain and present an exclusive buyer’s brokerage agreement, and to set expectations, ensuring that clients will not waste their time by jumping ship mid-transaction.
“I don’t put a buyer in my backseat to show them houses without an exclusive buyer’s brokerage agreement,” Tenggren says. “I try never to do it any other way.”
Tenggren takes an alternate approach to these agreements, which helps establish trust. “I don’t ever want a client to
Perhaps the most important benefit of conducting buyer’s consultations is that they allow residential real estate agents to present their value proposition—something that will become even more important as the real estate industry navigates likely changes to how business is conducted.
“All agents should be prepared to talk about their value,” McLane says. “Explain to potential clients what you’re doing, especially the things that they don’t even realize you’re doing for them.”
Doing this results in buyers who are well-informed and satisfied. “I recently spoke to a referred buyer, and he commented on how detailed our consultation was,” Greene says. “I told him, ‘That’s how I can best serve you.’ And he appreciated that. It creates loyalty because they know I’m not taking a shortcut.”
All of our experts agreed that agents must have these conversations with buyers. “With the market over the last four or five years, there’s been no consumer demand
sign something under duress,” he says. “If they want to have the document reviewed and/or approved by their attorney, they can. If they want to take it home, read it and bring it back signed, that’s never a problem.”
Agents may encounter objections from buyers unwilling to sign, and they must be prepared to explain why these exclusivity agreements exist. “I would say, ‘I’m really sorry, but that’s not the way this works,’” McLane says. “Agents have to have a written contract. I have to be protected because I’m going to start investing a lot of time, energy and money to help the client.”
Looking for ways to improve your buyer’s consultation strategy? RRC has you covered! Take advantage of RRC’s webinar, Close 50 Buyers: Acing Your Buyer Consultation. Presented by Harrison Beacher, CRS, this webinar will help agents learn how to find more buyers, close the deal and get consumers to choose you. Visit www.CRS. com/education/ educationcatalog to learn more and sign up today.
to have a consultation,” Rogers says. “But frankly, there’s been a need. As professionals, we need to have guidelines and be comfortable pushing your office policy to require agents to meet buyers before showing houses.”
Whether you’re a seasoned real estate pro or just starting out, having the right tools is crucial for success.
A checklist is a great tool for buyers, sellers and agents alike. It should document strategies designed to help you or your client manage time, resources and client expectations effectively, adding much-needed structure to transactions, which, as we all know, are rife with variables and unpredictable events.
For new agents, checklists ensure nothing is forgotten as you navigate the many challenges of making a sale. There’s value for more experienced agents as well. It’s easy to think, “I’ve been doing this for 20 years, and know everything that needs to be done.” But that overconfidence is a surefire way to slip up. Checklists can safeguard against blind spots.
If you aren’t the penand-paper type, check out these digital listmaking tools.
TickTick: This browser extension— available for Chrome, Firefox and Safari— is designed to add, customize and prioritize task lists and track time.
Toodledo: A straightforward and highly customizable app, Toodledo allows you to create tasks and schedule them quickly, with as much or as little information as you wish.
Monday.com: If you want more of a full project management system, with the intention to bring in your team, Monday. com is a good choice. You can use it to assign tasks, set meetings and message your team and clients.
You can develop a single master checklist for the entire process or multiple checklists for different stages of the sale. Here are a few types of checklists that may be helpful.
Pre-listing checklist: Before a property hits the market, create a list of crucial tasks that must be completed, such as gathering all necessary documentation, setting a price and determining what repairs are needed.
Marketing checklist: Marketing a property involves myriad tasks, including photography, creating the listing online and tracking relevant market platforms to post on.
Open house checklist: An open house is often the first time that potential buyers will physically experience a property. Make it count with a comprehensive plan including promotions, preparing, cleaning and collecting contact information from prospective clients.
Client communication checklist: Clear and timely communication with clients is a must. This checklist ensures you keep clients informed at every step of the process, from the initial meeting to scheduled updates, while keeping track of client feedback.
Sellers and buyers checklist: Ryan Rohlf, CRS, broker associate and sales agent with the dsmSOLD Team at Keller WIlliams Legacy Group in Des Moines, Iowa, likes having multiple checklists for different stages, as well as having distinct lists for sellers and buyers. “We have a pre-templated email for both sides that goes out after the buyer or seller is under contract” he says. “For our sellers we have a prelisting packet that details getting the home ready for sale and decluttering and staging prep. Additionally, when we meet with our seller clients, we review a game plan for timing out getting the home on the market. Once we are on the market, we keep them updated weekly on traffic on their listing, market trends and what we are doing to promote their listing. After they go under contract—both the buyer and seller—that’s when our templated email goes out what will happen next: earnest money, inspection, appraisal, title, etc.”
The word checklist may evoke images of clipboards and pens. If that’s what works best for you, then stay analog. But plenty of other methods, including apps, may streamline the process for you. You’re not beholden to any specific method.
Paul Rich, CRS, associate broker at The Brokerage, A RE Firm in Henderson, Nevada, prefers making videos. “I have premade videos that outline each step of a transaction, from getting the offer accepted for a buyer to the closing date. A buyer and seller video could include what the next steps are to waiting for the inspection report to come back and what to look for,” he says. “I also discuss what a client should be concerned about while they’re waiting for the appraisal to come back. I talk about the importance of staying on top of the request from the lender and what it means to have a ‘clear to close.’ I will also outline the steps for the upcoming signing appointment. In other words, I help them anticipate the next steps. I have found that this has made transactions go much smoother and helps to avoid unnecessary stress and buyer’s remorse.”
Time management is one of the strongest advantages of making a checklist, even one that is frequently updated. Lists assist with time blocking, a technique that ensures you’re allocating the necessary time to each item on your checklist without interruptions or distractions.
Cameron Engstrom, CRS, broker associate at Klein Real Estate in Vincennes, Indiana, uses checklists as a way to keep track of scheduled and significant dates. “Among the checklist’s many advantages, one that stood out for me was the inclusion of important dates,” he says. “By noting crucial dates, such as the inspection response due date and the projected closing date, I consolidated all essential information onto one page. No more scanning through the entire purchase agreement to locate dates—I could now easily reference one page and stay on top of the transaction.”
The real estate market is fluid, and your checklist should be, too. Review your checklist after completing a series of transactions and update it as needed to include any new best practices or strategies you’ve discovered. While checklists are designed to bring structure to your work, they shouldn’t be so rigid that they limit your ability to adapt to unforeseen circumstances. Be prepared to modify your checklist when necessary. One of the benefits of making a checklist is that it can reveal ways in which your plans can be improved. Whether you have one checklist or multiple, the list may best be viewed as a living document that you frequently revise and adjust. You may find that after blocking out a certain number of days for a task—drafting an online posting, for example—that the amount of time needed doesn’t match what was predicted. And it’s OK if it doesn’t
work perfectly according to plan. In fact, that is great information. You can allot better time frames next time and reduce the chance of delays cascading.
You can use your checklist to track the success of specific steps. Did a particular marketing technique attract more interest in a property? Make a note to include it in your future checklists. Metrics can help you refine your checklist to better serve your clients.
You can also ask peers for input on your checklist. They may provide valuable insights and suggest
Support your clients every step of the way by utilizing RRC’s Saving Center at rrc.savingcenter. net
And leveraging the latest technological advancements is not just an advantage; it’s essential. Among these, generative artificial intelligence (AI) stands out for its ability to transform vast amounts of data into actionable information. However, the effectiveness of generative AI hinges significantly on the quality and specificity of the prompts provided to it. This is where the art of prompting becomes crucial. A well-crafted prompt can guide the AI to generate outputs that are not only relevant and insightful but also tailored to the unique needs and nuances of the residential real estate market. Whether it’s analyzing market trends, generating property descriptions or creating marketing materials, the right prompts can unlock the full potential of generative AI for real estate professionals, providing them with a powerful tool to enhance decision-making, improve marketing strategies and, ultimately, drive their business to be more successful.
As we navigate through the complexities of the current market, understanding and mastering the art of prompting for generative AI emerges as an indispensable skill for anyone
looking to stay ahead in the competitive world of residential real estate.
According to the National Association of REALTORS® 2023 Technology Survey, 56% of respondents said AI would be very or somewhat impactful to the real estate industry over the next 24 months. And indeed, many residential real estate professionals, like Karin Carr, CRS, owner of Georgia Coast Homes with Real Broker LLC in Springfield, Georgia, use generative AI daily in their businesses. “I think it’s amazing,” she says. “I love using it to teach me something I don’t know how to do and to help me create content.”
Steve Epstein, CRS, senior partner at Epstein Partners with Keller Williams Realty in Montecito and Santa Barbara, California, thinks of generative AI as an essential productivity tool for agents who want to streamline their responsibilities. “It can help you save time and do activities that you may not be good at or enjoy doing,” he says. “AI is a productivity tool that uses a large amount of data with models and algorithms, driven by good prompts, that often produces a very good and desired work product.”
The global generative AI market in real estate was valued at $ 351.9 million in 2022 and is projected to reach around $ 1.047 billion by 2032.
Source: Precedence Research
The old phrase—you get out of it what you put into it— rings true regarding generative AI. This means that the results are incredibly dependent on the prompts you feed into the platform.
For agents who want to introduce more generative AI into their routines, our experts provide a few real-world examples to help identify the difference between a good prompt and a bad one.
Digital marketing materials: One of the most popular uses of generative AI for real estate professionals is assisting with their marketing efforts. Epstein highlights how he’d go about prompting a generative AI tool to help him create a newsletter to be distributed to his sphere.
claim AI makes to ensure it’s up to date and from a reputable source.
Social media content: Carr says her YouTube channel is her main lead generation driver. With over 17,000 subscribers, she has a dedicated following on the social media platform and must provide timely and insightful content to her viewers. Here’s where generative AI can step in to help ease the burden.
Stay up to date on all the latest AI tools with RRC’s webinars at www.CRS. com/education/ education-catalog
“If I were creating a newsletter, I might tell it, ‘I’m a real estate agent seeking to position myself as a trusted local market expert by writing an engaging newsletter for my Montecito, California, contacts,’” Epstein says. “‘I want to establish my credibility as a preferred source for local real estate insights and make the information digestible and interesting for readers. I want to stay top of mind with my clients. I want to motivate contacts to reach out to me for their real estate needs.’” From there, Epstein would prompt it to include two to three recent statistics illustrating meaningful trends in his market, but he would make sure to fact-check any statistical
“I will go to ChatGPT to get inspiration for my videos,” Carr says. “I will prompt it with ‘I am a real estate agent serving Savannah, Georgia. This is what my channel is about [insert focus of channel]. This is the target audience that I’m trying to serve. Give me 10 problems that my ideal client is doing a Google search for.’”
From there, Carr will choose one of those ideas and prompt the AI further. “I’ll ask it to give me 10 potential titles for that video,” she says. “Then I’ll break it down further: What would I discuss in that video? What key points would I need to discuss to be very thorough? And it will come up with an outline for me to use for my video production.”
Handling objections: Every agent should be well-prepared for a variety of questions and objections that may come up in conversation with a client. This can be stressful, but AI can help you provide good responses in these situations.
“If you’re going to have a [tough] conversation, have an idea of what you’re going to say before you need to,” Epstein says. “That doesn’t mean you can’t pivot when the conversation does, but don’t go into a conversation unprepared.”
To help counter objections you may receive from potential clients, prompt the AI like this: “I’m a real estate agent in [your market location], and I want to help overcome common seller objections. I received the following objection [insert objection here], and it was delivered to me in a short and rude way. Give me a response to acknowledge the concern and redirect to the benefits of using a real estate agent based on data and proof.”
Having AI develop these counters can help free up time you’d normally be stressing over coming up with a tactful response.
While generative AI outputs are becoming increasingly passable as the technology collects more data and experience, agents should understand that a personal touch is still needed to ensure the desired outcome.
Carr notes that the answers weren’t perfect when she began using AI for her
YouTube videos. “I found that it sounded like a robot wrote it,” she says. “It sounded very formal, very authoritative. It did not sound like me at all.”
To fix this, Carr commanded the AI to analyze transcripts of some of her previously published videos so they sounded more authentic to her voice and brand. “It spit out this wonderful review. It said she’s humorous, relatable, informative and tells a lot of stories. So now, every time I want to work on ideas for a YouTube video, before we get started I copy in that brand voice statement and ask the AI to understand how to shape the output,” she says.
While generative AI is a helpful tool for real estate agents to make their processes more efficient, it’s important to remember not to rely too heavily on the technology to take over all your responsibilities.
Epstein likens AI to the game of baseball. “It gives us a great place to start and saves us a ton of time with thinking, formatting and prepping,” he says. “But you need to think of it like you’re starting on third base. It’s not a home run—you still have to get home.”
While the use of artificial intelligence (AI) is still relatively fresh for individuals, there are many impressive tools for you to experiment with. Here are a few of the more popular ones to try:
f ChatGPT: Created by OpenAI, ChatGPT may be the most popular AI tool on the market. ChatGPT is renowned for its ability to produce humanlike language and text, allowing users to generate detailed outputs that truly sound like themselves.
f Gemini: Google’s Gemini AI platform is currently in its experimental phase. Like ChatGPT, it allows users to generate their own creative copy for various applications.
f Dall-E2: An image synthesis tool by OpenAI, Dall-E2 allows users to type any phrase into its engine to create striking visual imagery. This tool can help bring words and concepts to life for those without digital design chops.
Whether your retirement is something in a hazy, far-off future or is barreling toward you at breakneck speed,
there are ways to ensure you have enough money set aside to spend your nonworking years in relative comfort.
Real estate agents—like everyone else—can fall into one of two categories when it comes to planning for retirement: those who want to live every year as lavishly as their income allows and those who are happy to live frugally now so they can retire with peace of mind and a really nice nest egg.
No matter which camp you fall into, you can make choices—the earlier, the better—that will bolster your financial position when it’s time to hang up your blazer.
A good way to get started investing in your future is to go with what you know: real estate. Acquiring one or more investment properties will provide passive income for as long as you control them. Jennifer Viger, CRS, broker owner at Market House Realty in Augusta, Georgia, sees real estate as an ideal investment. “I’ve come to the realization that there’s nothing
I’m still shocked there’s so many agents that don’t own a property or have rentals generating income for them.”
—Eric Ravenscroft, CRS
All information shared here is based solely on the opinions of those quoted and should not be taken as financial advice. Seek out a professional financial planner to assess your financial situation and retirement plans.
According to Fidelity’s retirement savings guidelines, aim to save at least:
f 1x your salary by age 30
f 3x by age 40
f 6x by age 50
f 8x by age 60
f 10x by age 67
guaranteed for retirement,” she says. “One of the things that I love about real estate, though, is that it’s not some random, intangible stock. Everybody needs a place to live.”
Being in the real estate business brings certain tax advantages when it comes to investment property. Eric Ravenscroft, CRS, sales agent at The Ravenscroft Group | Real Broker in Buckeye, Arizona, shares a helpful tip. “I’m still shocked there’s so many agents that don’t own a property or have rentals generating income for them,” he says. “Agents are able to take advantage of cost segregations or bonus depreciation to potentially offset a large portion of their taxable income so they’re not paying a tax on it. That’s the benefit real estate agents have that other people don’t have.”
Cost segregation or bonus depreciation allows real estate professionals to write off the depreciation on their properties in a way that can lower their income tax payment. As Ravenscroft describes it, an agent-owner can “front-load a larger portion of the write-off in a year where you’re making a lot of money. So, instead of taking $8,000 [depreciation] every year, I’ll take $40,000 this year, but then every year after that, I’ll take $4,000 or $5,000 because I front-loaded that discount.”
When Quin O’Brien, CRS, decided it was time to retire, he crafted a proposal for two of his agents to buy his business. “I set a price that would make me sufficiently happy, but I structured the deal in an easy-to-accept format. I said, ‘I want you guys to get established and succeed, so don’t even make your first payment for one whole year.’” The agents accepted the deal, O’Brien retired and moved with his wife to the Canary Islands, Spain.
While owning investment properties may feel like a natural fit for agents, retirement vehicles such as IRAs and 401(k) plans can broaden your retirement portfolio. A Solo 401(k), also known as an Individual Solo 401(k), is a retirement plan designed specifically for small business owners without any W2 employees, except for themselves or their spouse. It offers significant advantages in terms of employee contributions.
Tim Tepes, CRS, associate broker at Tim Tepes Real Estate LLC powered by Better Homes and Gardens Real Estate Cassidon Realty I in Northampton, Pennsylvania, is fond of quoting Albert Einstein. “[Einstein] said, ‘the Eighth Wonder of the World is compounding interest.’ Pick big bluechip companies that aren’t exciting—for instance, companies that make everyday products and pay a constant dividend. There’s also a thing called the ‘dividend aristocrats.’ Look those up and purchase stock in those companies or buy a good index fund; you’ll be in great shape.
“The biggest thing about making money is time,” says Tepes. “You don’t have to be smart; you just have to have patience and time. The younger you start, the better off you’ll be.”
But then he “un-retired” and worked for a real estate company there. Now, the couple are back in Illinois for six months of the year. “My initial goal was to retire in Spain and explore Europe on the cheap.
But I’ve got kids and grandkids here, my wife has nieces, nephews and parents over there, so I’ll be bouncing between the two locations.
But I utilize all that knowledge here. I now help Spaniards come here to become bilingual teachers and find them homes to purchase.”
Unless you own a brokerage that you can sell outright, you may see your customer database as an asset that you can offer to another agent as you get closer to retirement. “Most agents don’t have the money to just write you a check for, say, $300,000 for your book of business,” says Monica Neubauer, CRS, broker associate at Benchmark Realty LLC in Franklin, Tennessee. “The majority of people will do it with a referral arrangement or other
Give yourself enough runway to get the kind of exit you want. Brad Staplin, CRS, broker and certified professional coach with BSA Realty Group in Roseville, California, outlines three ways to leave work behind and recommends at least a five-year lead time. “One of the options that a lot of agents choose is to stay partially involved in their business. In that case, you need to have someone qualified to take over at least part of the business. Plus, you’ll need to agree on exactly what ‘partial’ will mean; how involved will you be?”
The second option is to do a full sale, making sure your CPA and attorney have helped you get your affairs in order.
The third scenario is something less than an option and more akin to a sudden need. “If an illness, life event or burnout strikes out of the blue, people say, ‘Alright, I’m closing my doors in three years. How am I going to prepare my life to do this?’ That option is not necessarily ideal financially,” but can be optimized with help
shared compensation model. Let’s say, if I bought your book of business, for the next five years, everybody I work with from your database, I’ll give you a certain percentage.”
Tepes says that having a referral-based business will provide you with options before, during and into retirement. “If you build a good database and stay in contact those people, you could retire, keep your license and referral network, and just refer people to other agents who’ll pay you a commission referral fee for the lead.”
“An agent who has done a good job over the years is going to continue to get calls, and they should plan how they want to transition their business in order for it to be successful,” says Neubauer. An important part of that transition, however, is making sure that clients are comfortable with the person who is taking over. Working together as partners for a few months or years can help your clients become familiar with the new face.
“And take the Succession Planning class from the RRC,” says Neubauer. “Start planning sooner rather than later to maximize your benefits.”
Start planning sooner rather than later to maximize your benefits.”
—Monica Neubauer, CRS
from a strong successor and good professional assistance.
Amid all this planning, don’t forget to think about how you will actually spend your time. Will you golf your days away, travel or commit more fully to those community projects you love? It’s your future—make it as bright as possible.
Plan for your future with our RRC course recording, Retiring? What's My Business Worth?, available at www.CRS.com/ education
Source:
Frank Serio, CRS, 2011 RRC National President and senior CRS instructor, has taught courses in all 50 states and internationally. He is the author of numerous courses for RRC, NAR and other affiliated groups. Serio and his wife, Audrey, are the team leaders for The Serio Team affiliated with Monument Sotheby’s International Realty Coastal Division serving the Delaware and Maryland resorts area and actively selling real estate.
The recent settlement between the NAR and the plaintiffs in the lawsuit over agent compensation will change the way how agents are paid. Agents will now have to negotiate their fees with clients, and by the rules of basic economics, setting a price on an item or service means demonstrating its value to the customer.
RRC’s webinar, Articulating Your Value in a Changing Real Estate Market, set out several ways that agents— particularly buyers’ agents—can inform potential clients about the value of their expertise. Part and parcel of that is knowing what your clients want and how you can best meet their needs—both the ones they expect and the unexpected.
The 2023 NAR “Profile of Homebuyers and Sellers” showed that the top thing a buyer is looking for when working with an agent is information on properties for sale. However, in today’s market, they can get that by going to Zillow or any other third-party portal. What the consumer today really wants—and needs—is a good negotiator, someone they can trust and who has knowledge of the market. Most consumers will not be comfortable negotiating by themselves because they’re attached to the outcome. When someone is attached to the outcome, sometimes they aren’t as strong as they should be when negotiating. Having
an advocate on their side, whether as a buyer or a seller, is extremely important because while the agent doesn’t make the decision, the agent can guide the client by offering the right questions and advice.
In addition to being a good negotiator on their behalf, there are three key ways that you can demonstrate value to clients: substantive knowledge, process expertise and special influence.
Competitive market analysis: Substantive knowledge encompasses everything you understand about the markets you serve, from schools to zoning to community activities. One tool you can use in this area is competitive market analysis. It’s easy to see the value of this when setting a listing price for a seller, but it is also necessary so that a buyer understands what houses are truly worth in the marketplace. (One of the things that I share with buyers in today’s market is to think about resale before you buy.)
The purchasing process: Your next area of expertise is the purchasing process. Clients may know the big picture of a real estate transaction, but they should rely on an agent who has substantive knowledge of the process and what it takes to bring a deal to fruition. This process expertise includes having the right forms, the
proper communications among parties and so on.
Your special influence: benefit to hiring an agent is your special influence. For example, if there’s a problem just prior to closing, the agent has the special influence to make a phone call to a lender, appraiser or zoning commis sioner to resolve that issue. An agent has special influence that the con sumer wouldn’t have on their own.
As an agent, you will have to become a good communicator of how your services will benefit a client. Some agents are anxious that many more people will act as their own rep resentatives, but this is not borne out by at least one recent survey. Bright MLS found that 76% of the buyers
Explore all education offerings from CRS Instructor Frank Serio at www.CRS. com/education/ faculty
As agents who navigate the intricate dance of selling homes while managing clients’ expectations and mental health, it’s crucial to remember that every family member plays a role in the process—especially the children.
There is no shortage of agent advertising promising to serve the home seller’s family. Still, our focus is often only on the adult members of the family when it comes to meetings and consultation. My wife and I were home-schooling parents, and we intentionally incorporated our children into each life decision and process that we encountered so that our children would have an example of how to navigate life as they entered adulthood. Our children are now adults (or so they tell us) and are having children of their own. Recently, one of our daughters thanked us for making sure that they were part of our lives, not just the luggage. Here’s how agents can make sure a client’s children are included in the process.
Start with inclusion
When discussing market dynamics or staging strategies, it’s easy to overlook the little ones. However, keeping kids in mind as you assist their parents is an important part of a holistic approach to client care. It is important to manifest a tangible example of the promises we made to the client as they agreed to align with us as their agent. One way is to help coach parents to manage their child’s expectations and fears. For the adult seller, they have lived in their home for 7–8 years, and it’s now time to move. There is planning, calling, budgeting, searching and stress. For a child, this home is where their adventures happened, where they have hidden from storms, convalesced from illness or injury and found to be a refuge from the school bully or fears of the day. Some children may be excited about the idea of a new school, friends and adventure, while others will be fearful or hide their feelings.
Engage kids in the process
Children can be wonderfully enthusiastic helpers if given the chance. Encourage your clients to involve their kids in staging their rooms or choosing which toys to pack up last. This not only makes them feel valued but also helps lighten the mood and can even make your staging more appealing to prospective buyers.
Many years ago, I attended a workshop by an instructor named Sean Carpenter, who introduced the topic of a “Kids Listing Agreement.” This concept resonated with me, and I adopted it immediately. The idea is to create a one-page, simple agreement with the children to keep their house clean and help mom and dad sell the home. In return, the agent will provide a gift or treat when the home goes to settlement. I use gift cards for game stores, sports stores or other entertaining things. The concept has been a big hit. At the time of the listing appointment, I ask the parents if they would like
Some children may be excited about the idea of a new school, friends and adventure, while others will be fearful or hide their feelings.
Market yourself to consumers with RRC’s customizable Your Home Newsletter at www.CRS. com/resources/ your-homenewsletter
to include their children for just a few minutes. I show the parents the “agreement” and tell the parents that part of my promise to them is to ensure that I am helping them look out for more than just the final sales price.
The parents are reminded that their children may have some hidden anxiety about strangers coming into their house, the moving process and more. In the five minutes I spend with the parents and their children, I share how exciting it is to go on the moving journey, meet cool new friends and explore the next chapter in their story. Then I ask the children what questions they have about the process, explain how lockboxes work and show what their home will look like online.
For younger children, you can easily create coloring books or pages resembling the new community they are moving to using Canva’s AI tool, Magic Design.
Moving is a significant change for kids, who are often full of emotional challenges. As an agent, you can guide parents on how to frame the move as a positive change. Discuss the fun aspects of the new home or neighborhood, and suggest they involve the kids in choosing things like room colors or new decorations. This helps children transition from focusing on what they’re losing to what they’re gaining. Provide a community report from narrpr.com about the community that the home seller is moving to. These reports show a lot of insight into the community that the parents can use to discuss the new community with their children.
Encourage families to celebrate each step forward in the sale process. Whether it’s the first showing, an offer or the final closing day, make each of these steps a family event. This not only creates a positive association with the moving process but also helps build a lasting relationship between you and your clients. You may even want to send little gifts to the parents to share with their children for each of these milestones along the way so that the entire family can celebrate together. Things like a pizza night can go a long way.
Treating kids as active participants in the selling process fosters a more inclusive and enjoyable experience for the whole family. This not only eases the transition for the children but also positions you as a thoughtful and considerate agent—a reputation that can lead to referrals and repeat business down the road. Something as simple as a plan to incorporate the entire family into the process will surely set you apart from competing agents trying to get the client’s business. It will also give your clients something unique to share about you when they give your name to their friends and family who may be looking to sell.
So, the next time you’re listing a family home, remember that a little extra attention to the young ones can make a big difference in how smoothly the process runs. After all, happy kids often mean happy clients.
The CRS community is so much more than referrals. It’s about learning from others who are doing well in business and implementing ideas that are shared, all for the benefit of our clients.
Todd Urbanski, CRS, Fazendin Realtors, Wayzata, MinnesotaWhile some agents focus on referrals, what are the other benefits of being a CRS Designee?
Joining and not participating in events where you can meet other CRS members from other states is a huge mistake […] It makes a difference when you have an idea of how other people are doing business and their professional standards.
Jerry Rippeteau, CRS, Real Living Northwest, Bothell, WashingtonThe most common question I get from people asking about joining CRS is: “How many referrals will I get?” Please get to know people, take advantage of the amazing education and attend events, especially in other states. Contribute and share your wisdom. There is so much this designation has to offer but if you are simply viewing your dues the same as buying leads, you are missing out on so much.
I have to say CRS agents are some of the best people I’ve met. Still haven’t figured out why? Maybe because we’re proud to have achieved the designation and have mutual respect for each other in our dedication to education, service and the industry. The feeling of wanting to encourage and help each other in business and even personal life is real. At least that’s my experience so far!
Judy Chin, CRS, RE/MAX Villa, Edgewater, New Jersey
With membership, you get what you put into it. Some of us can’t go to the conferences or the meetings; it’s not to say that we don’t love CRS—we do. I’ve been a member a very long time and my referrals go out to those that have that designation along with years in the business. It is a highly respected designation. I know that when I send out a referral, my clients are taken care of.
I got licensed in 1987 and got my CRS in 1993. To be honest, I almost quit the business when taking one of the courses. Instead, I listened and learned, and now I know my average sale price, average list price, days on market and many more stats that go along with running a business. Truly a blessing […] It was a big wake up call for this young 29-year-old and the best training I ever received.
Erik Weisskopf, CRS, RE/MAX Distinctive Real Estate, Mclean, VirginiaHave a great story to share? Email social@crs.com or look for discussions happening online on our Facebook, Instagram, LinkedIn and X pages.
Professional Facts
Position:
f CEO, Managing Broker, and Owner of RE/MAX Advantage, Nashville, Tennessee
CRS Designation:
f Earned in 2010
Leadership Roles:
f 2023-2024 RRC National Board of Directors
f 2018 Tennessee RRC Board
Awards:
f 2022 REALTOR® of the Year by the Middle Tennessee Association of REALTORS®
f 2018 RE/MAX U.S. Broker Owner of the Year
f 2021 Nashville Business Journal ’s Top Female CEOs/ Executives and Woman of Influence
Business Achievements:
f Oversees 190 agents and 42 employees
f Involved in over 14,000 transactions totaling more than $5.5 billion in sales
Certifications:
f Over 15 designations and certifications
RPAC:
f Hall of Fame Platinum-R President’s Circle Major Investor
Personal Facts
Family:
f Devoted to her husband, two grown children and Yorkie, Jackson
Hobbies:
f Official real estate agent for the NHL’s Nashville Predators and a dedicated hockey fan
Community Involvement:
f Raised over $600,000 for the Children’s Miracle Network
f Her office is recognized as the No. 1 CMN single office
Professional Facts
Position:
f Leader of The Julie Erickson Team at RE/MAX Dynamic Properties, Anchorage, Alaska
Experience:
f 23 years in residential real estate
Designations:
f CRS and CLHMS
Team Performance:
f Consistently ranked among the top 10 selling teams since 2012
Leadership Roles:
f Served on RRC’s Code of Conduct Committee and Leadership Development Committee
f Regional Vice President in 2020
f State president from 2018 to 2019
Awards:
f RPAC Major Investor Rookie of the Year in 2002
f RRC National President’s Award in 2020
f Alaska CRS of the Year in 2021
Community Service:
f Member of the Providence Alaska Foundation Board
f Marketing and Communications Chair for the NAYEN Board
Personal Facts
Family:
f Lives with her husband, Bryce, and their two daughters, Jordan and Alexi
Hobbies:
f Enjoys downhill skiing, fishing, traveling and showcasing Alaska’s wonders
Community Involvement:
f Active in the Anchorage South Rotary Board
f Hosted exchange students
Professional Facts
Education:
f Graduated from Tulane University with degrees in Political Science and Biology
Military Service:
f Served as an Army Signal Officer in South Korea, Ft. Lewis, Washington, El Salvador, and Ft. Meade, Maryland
f Army ROTC scholarship recipient
Business Experience:
f Owned a commercial furnishings dealership for 12 years focusing on government contract sales
f Transitioned to real estate in 2011
Real Estate Focus:
f Specializes in military relocation
f Practiced in Hawaii and Maryland
f Current team leader of The Collab at Coldwell Banker Realty
Awards:
f Top 100 REALTORS® in Hawaii
f Various Coldwell Banker production awards
2024 CRS Week is coming September 16-20! The Certified Residential Specialist (CRS) Designation and Designees stand apart as the gold standard in residential real estate. Hosted by RRC and RRC State Networks and Global Partners, this week is packed with free webinars and local events designed to inspire prospective CRSs and spotlight current CRSs. We’re diving into the hottest industry trends, innovative marketing techniques and the latest tech updates. It’s all about giving you
Teaching:
f Began teaching during COVID on topics such as military relocation, MRP certification, retiring from real estate, ethics and accessory dwelling units
Leadership Roles:
RRC Involvement:
f Regional Vice President (RVP) for Region 2
f Former RVP for Region 9
f President of Maryland/ DC RRC Association Involvement:
f Presidential appointment to the Maryland REALTORS® Executive Committee
f Graduated from the Maryland Leadership Academy with honors
f Board of Directors for the Anne Arundel County Association of REALTORS®
Conference Hosting:
f Hosted the 2022 Genuine Hustle national real estate conference
Personal Facts Family:
f Honored to be loved by her husband of 25 years and their two adult children
Hobbies:
f Enjoys hiking, biking, feeling the sun on her face, indulging in delicious food and seeking out adventures
the tools and insights to exceed your client’s expectations and boost your business like never before.
Each session is carefully crafted to be as engaging as it is informative, connecting you with top experts and fellow real estate pros. You’ll walk away with practical skills and fresh ideas that will set you apart in the market. Join us for CRS Week and see firsthand how we continue to lead the way in real estate excellence, all while keeping things light, fun and super relevant.
Visit www.CRS. com/events/ crs-week for more information.
Ifirst connected with Susan Tibbs, CRS, because we both share the CRS Designation. When her past clients decided to relocate to Minnesota, she confidently referred them to me, and I helped guide them through the homebuying process. Meanwhile, she assisted in preparing their Indiana home for sale. Together, we both seamlessly orchestrated the relocation process, relying on mutual trust and collaboration.
Our partnership has continued, as we actively support each other’s businesses on platforms like Google reviews. These reviews showcase the positive experience we’ve had working together and have helped to strengthen our partnership. This mutual support and camaraderie exemplify the spirit of collaboration within the CRS real estate community.
Jennifer Forliti, CRS , RE/MAX Results, Saint Paul, Minnesota
Setting boundaries is crucial for maintaining expertise and operational efficiency.
Because of their ingrained orientation toward excellent service, real estate agents are often inclined to fulfill every request and commit to every demand from their clients. Nonetheless, setting boundaries is crucial for maintaining expertise and operational efficiency—not to mention one’s sanity. Here’s how real estate professionals can tactfully say “no” at work while still delivering top-notch service.
Understanding when to assert expertise. Clients come to real estate agents for their knowledge of the market, the purchase/sales process and negotiation skills. However, there are occasions when clients might have misconceptions or make requests that don’t align with their best interests. In such instances, it’s a real estate agent’s duty to guide them back on track. This is a good time to address incorrect assumptions and offer a professional assessment of the situation.
Prioritizing expertise over compliance. Saying “yes” all the time can dilute your expertise. (If all the client wants is a “yes person,” conceivably, they could do everything themselves.) If a client’s request clashes with your professional judgment, asserting your knowledge gently yet firmly is appropriate and perhaps even legally required. It’s important to communicate the potential impact of decisions and steer clients towards more advantageous choices.
Maintaining efficiency. Your time is valuable, and it’s essential to manage it effectively. Overcommitting to frivolous or unnecessary tasks can lead to burnout and decrease the quality of your service. When a task falls outside your scope, or there’s not enough bandwidth to take on another project, saying “no” helps you stay efficient and focused
on delivering results where it counts. Even if you have an associate who might be able to handle the task, think carefully if completing it will really add value to the transaction; their time isn’t free, either.
Communicating politely and professionally. Saying “no” doesn’t have to be harsh or negative. Explain your rationale clearly, showing clients that your recommendations are in their best interest. A polite refusal coupled with a reasoned explanation reflects professionalism and can often strengthen the client-agent relationship.
Offering alternative solutions. If you must decline a request, try to offer an alternative solution. Suggesting other options or a compromise can help soften the rejection and demonstrate your commitment to assisting the client. This turns a simple “no” into constructive feedback that leads to a productive outcome.
Learning to say “no” is a valuable skill for real estate professionals. It allows you to preserve your expertise, stay efficient, and build stronger, trust-based relationships with your clients. Remember, assertiveness paired with tact and understanding can elevate your professional stature and ensure that you—and your clients—walk away from every transaction satisfied.
Ricky Cain, CRS, sales agent and owner of Cain Realty Group –Keller Williams Realty in Austin, Texas, is not your average real estate agent. As a Certified Residential Specialist (CRS), he demonstrates exceptional commitment to professionalism and service. However, what truly sets Cain apart is his dedication to giving back to his community through extensive volunteer work.
doing,” he says. “The professionalism of the agents that have it were the type of agent I wanted to be.”
Volunteering has always been close to Cain’s heart. “To be honest, before I started in real estate, I had nothing. I had less than $1,000 in my bank account,” he recalls. Having come from humble beginnings, his dedication to giving back intensified as his career took off. He and his wife, KodiKay, have been involved in numerous charitable activities, from supporting Keller Williams’ KW Cares to founding their own nonprofit, Cain Cares, in 2016. “We created an event during our annual mega camp called the Mega Agent Mixer, and it became the largest fundraising event in KW Cares history,” he notes with pride.
Cain Cares was born out of a desire to support their past clients and their families in times of need. “On average, we probably have anywhere from four to eight acts we do through Cain Cares for past clients and their families every month,” says Cain. The initiatives range from sending meals to families dealing with illness to renovating homes for those in dire need. One touching story involved renovating a home for a veteran with terminal cancer, allowing him to spend his final days in comfort.
How do you give back to your community?
Share your story and photos to social@crs.com for a chance to be featured in future issues of TRS!
Reflecting on his career, Cain shares: “I got licensed in 2006, right before the great recession. Right when I figured out how to work in real estate, no one wanted to buy a house, so it was challenging.” Despite these early setbacks, Cain’s perseverance paid off. His commitment to excellence led him to pursue his CRS Designation, which he describes as a transformative experience. “I very quickly realized that the [agents] who had their CRS seemed easier to work with and like they really knew what they were
Cain’s advice for other agents and brokerages looking to get involved in their communities is straightforward: “Choose something you are deeply passionate about. If you’re deeply passionate, you’re going to feel a greater sense of fulfillment.” He also stressed the importance of aligning charitable efforts with one’s personal and professional values, ensuring that the impact is both meaningful and sustainable.
Looking ahead, Cain sees Cain Cares expanding organically as their client base grows. They plan to expand their reach to other cities in Texas, further solidifying their commitment to community service. “Money and good for the good that money can do,” says Cain. “When our time on this earth is over, I don’t think we’re going to be looking at our bank account—we’re going to be thinking of all of the people we were able to help.”
The Probate Specialist Certification’s curriculum is designed to equip agents with the knowledge and skills necessary to navigate the complex probate process with confidence, empowering them to excel in this specialized niche.
CRS Designation:
Earn 4 hours of credit!
Check if this course qualifies for continuing education credit in your state.
“Great course!! The instructors were informative and entertaining. I gained a lot of useful info! 5 STARS!”
~ Rachel Bruner,TN
