Take Your Business to the Next Level with a Real Estate Specialty

February 23, 2023
8:00 am

The National Association of REALTORS® provides many opportunities for real estate agents to continue learning and be rewarded with certifications and designations beyond a broker’s license. In addition, advanced training is an excellent way to differentiate your brand and business from the competition. Here are a few specialty programs to consider adding to your resume.

Seniors Real Estate Specialist® (SRES®)

Essentially, the SRES agent has undergone special training and certification in selling the homes of senior adults. In addition, these agents are trained to understand seniors’ legal and financial concerns, the delicacies of coordinating with family members, and the need to work with attorneys, financial advisers, senior move specialists, and even healthcare providers.

The SRES professionals understand the powerful emotions behind the move from a lifelong home. They handle business compassionately for the aging adult and seek input from family members and advisers. An agent certified in senior housing will help the decision-making process. For example, do the senior clients need to downsize to a smaller house? Or is a senior-living facility necessary?

Military Relocation Professional (MRP)

Real estate agents with expertise in military relocations hold an official Military Relocation Professional certificate. They know the drill regarding military moves and are best suited to helping military families working under time constraints. In addition, the MRP specialist is well versed in the VA Home Loan program and other financial assistance available to servicemembers and veterans. 

Your business may benefit significantly from the MRP designation if you live near an installation or have a strong connection with the local military community.

NAR’s GREEN Designation

Because real estate agents are the link between millions of home shoppers and the housing market, the real estate industry is training its agents to provide valuable expertise in finding integrated green homes. 

The Green REsource Council (GRC) educates agents on green building methods and sustainable practices. With this training, known as NAR Green Designees, agents can spot “greenwashing,” a disingenuous way of marketing homes that don’t meet the applicable standards. Additionally, local Multiple Listing Service listings may now highlight green energy features so agents can zero in on homes meeting green building requirements.

Show-off Your Expertise

Create a monthly or bi-monthly e-newsletter and social posts highlighting issues impacting your niche clients. Share information on seasonal activities, vendors, and attractions for your specialty’s community. The key here is to highlight the details pertinent to your audience. For example, is there a discount or coupons for Seniors from local vendors? Is there a tax deduction for a particular green living amenity?

Maximizing your knowledge is an opportunity to optimize your business and position yourself as a real estate expert. Clients are eager to understand the options available in a new market or community, so share it creatively and gain new leads that can help grow your business.

In today’s competitive real estate market, having a strong brand is more important than ever. A branding strategy will help your business stand out in a crowded space, retain past clients, and attract new clients. Download our FREE Brand Building Blocks Guide to establish the foundations of your brand today!