Took two days out of a very busy schedule this week to attend CRS 201, a 16 hour seminar course on listing strategies offered by the Council of Residential Specialists.
First, some background... the CRS designation (which I carry) is widely considered to be the most prestigious credential in real estate, earned by less than 4% of Realtors.
To qualify, an agent must close a minimum of 75 transactions over a five year period and complete an intensive coursework and seminar program than can add up to well over 60 classroom hours.Last year, CRS agents accounted for more than 25% of all sales transactions in the United States. CRS agents had a median transaction count of 21, a production level 350% higher than the national average.
Being a CRS is like playing baseball for the New York Yankees, or singing at Carnegie Hall. It is a privilege earned, not granted.
So what did I learn this week? The focus, as always, was on IPODS - Identifiable Points of Difference.
We talked extensively about the psychology of buyers and sellers in today's market... we were challenged to make our marketing more relevant to buyers by emphasizing "benefits" instead of focusing on "features"... we learned (or relearned) the four pillars of branding... explored "global marketing"... and took a hard look at how we must continue to create value above and beyond what a seller can do on his or her own to remain relevant in the market.
We also role played - a lot. We were ambushed with hard questions, challenged to think differently and forced to get clarity about what we can and cannot do. We were put on the spot in front of 35 other top producing agents, forced to think on our feet and challenged to solve problems many others would simply walk away from. CRS classes are experiences, not events. They are designed to force change and foster new thinking.
In short, it was two days of excellent personal and professional growth. The ultimate goal in working with sellers to help them achieve their goals... quickly, and with minimum stress. If we can effectively market in ways that net our sellers the most money in the shortest period of time, we have a competitive advantage. And that's what being a CRS is all about.
