For many Americans, the common perception is that January begins another year and one more opportunity to fulfill well-intentioned resolutions. However, Realtors and academics know that September, in actuality, initiates another season of learning, new beginnings and possibilities.

For real estate professionals, the season of learning is 365 days long. Back-to-school simply marks the next phase in an unbroken cycle of professional education. Why the focus on education? As I am sure you have noticed, the business of being a Realtor has become significantly more complex. Innovation in technology and the knowledge required to apply it effectively to our profession continues to proceed at a dizzying pace. Our clients use technology to communicate with us in ways that few could have imagined just a few short years ago, and they expect us to be every bit as comfortable with using technology as they are. As cell phones replace office phones and electronic organizers replace appointment books, the power of the Internet offers the possibility of a global marketing presence to every Realtor.

The regulatory environment in which we operate has become more complicated as well. Legal protections for consumers, a host of financing options and a myriad of state and local regulations place demands on our attention that we must be prepared to meet if we are to continue to best serve the interests of our clients. As a consequence, the knowledge base that each one of us must possess has grown exponentially.

I’m not suggesting for a moment that sales professionals should feel nostalgia for simpler times. In truth, successful Realtors have always invested considerable effort to achieve success. If a sales associate’s job simply consisted of putting up a sign, running an ad and waiting for the phone to ring, our profession would have been phased out of existence long ago. It is precisely the considerable knowledge required to help clients reach their real estate goals that instills value in what we do.

Fortunately, the intelligent use of technology has always been a core principle of ERA Real Estate, particularly when it comes to education. Our innovative use of communications and multimedia technology serves to put each of us in control of what we learn and when we learn it. Unlike the students who ride the bus to and from their classrooms each school day, our classrooms are often “virtual” ones, and are open whenever we choose. Our personal curriculum is limited only by what we wish to know, and by the depth of our motivation to improve our standing as real estate professionals.

By the way, there is another important difference between Realtors and eager students, a difference that is challenging and invigorating. Unlike students, Realtors don’t have to wait until the end of the semester to find out how they are doing. The results are visible in a client’s happiness when they find a home that meets their needs both financially and emotionally, which lets us know how we are doing every day.

Brenda W. Casserly is the president and chief operating officer of ERA Franchise Systems, Inc.

Published: September 20, 2002

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