The National Association of REALTORS® is the first major trade organization to authorize an Internet professional certification for its members, according to ePRO course architect Michael Russer. The new certification will be a featured highlight at the NAR's convention in Orlando next week.

"Highlighted is an understatement," declares Russer. "The sign is 16 feet by 26 feet behind the booth! That is twice as tall as my ceiling!

The theme for the new NAR certification is "I'm going e-PRO!"

Top online producers from every major franchise and independent in the industry will lend their names in promoting the program, says Russer.

"This will be one of the major themes of the NAR convention," says Russer." This is a big news item for any industry. The NAR was first to recognize this and take action." "

The ePRO course is based on Russer's Internet course material, and is being produced for the NAR by Websuite. ePRO will also be available in an assistant's version.

The ePRO certification is significant in a number of ways, but the primary benefit to licensees who complete the $295 online training course is that they will be able to advertise a point of difference between themselves and other agents. The ePRO certification will come complete with a logo that licensees can use after their names and to advertise on their Web sites and their email signatures, as well as pins and a plaque. Brokers and agents will be encouraged to inform consumers that they are a "step above any others who aren't Internet pros." The result is that online consumers will readily be able to identify the Internet-enabled agent from a licensee who is not.

For techno-phobic licensees, Russer has some good news - technology plays no part in the certification, but the course holds other surprises, he says.

"Many of the things we are taught about interacting with consumers and how to take control of the transaction will actually work against licensees online," offers Russer. "Any attempt to take that power or control away from the Internet-empowered consumer will backfire."

"Where traditional agents do well in face-to-face or phone situations, they may find they have a difficult time working effectively with consumers online," explains Russer. "The Internet is relationship-based, not control based."

Even the method is controversial - licensess will have to apply and take the course online only, through the NAR's eCollege. "The very nature of this course is that it requires a change of behavior, a new paradigm in online learning," cautions Russer. "It is an innovation in that it recognizes and addresses the need of the agents to transition from traditional real estsate to doing business online. It is also innovative in that it changes behavior.

"The goal isn't to memorize so that you can pass the course, it is to change your behavior. The course will interact with the licensee in such a way that the student won't know she or he is being tested. Their behavior has to change or they won't pass the course," advises Russer.

The ePRO course will be self-paced, and at the end, certification holders will know the appropriate way to interact with a consumer. "They will also know how to do this in a way that won't get their broker in trouble," and it allows them to recognize new emerging business models and take advantage." Because the Internet changes constantly, ePRO certification holders will have to requalify to meet the requirements, perhaps annually.

"As an ePRO, you will always be on the cutting edge."

Click here to pre-register

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Published: November 5, 1999

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