One of the most disappointing things about being a Realtor is that we've never been able to adequately set ourselves a part in the public's mind from those who have licenses but are not members.
Taking it one step further, the perception has always been that Realtors sell houses, not major commercial properties.
Even commercial brokers think that way. A good percentage of the commercial agents are not Realtors. They don't see that membership brings them any benefit.
And that's primarily because the public sees no measurable difference between those of us who are Realtors and those who are not.
For years, NAR has been unable to find anything to advertise except that Realtors abide by a code of ethics. But that's lame because our code of ethics, in general, isn't one that non-members can't also follow.
On top of that, the various states' licensing commissioners are also charged with making certain we do what's right, less we lose our licenses.
That is until now!
Have you seen the new, very professionally written and produced NAR TV ad? As the kids would say, "That's what I'm talkin' about!"
That's the kind of advertising NAR should continue.
BILL CHERRY, REALTORS
DALLAS - PARK CITIES