Most Canadian consumers would love to find a real estate professional -- or any financial services advisor for that matter -- in whom they could wisely place their complete trust. Surprisingly, most real estate salespeople and brokers are looking for buyers and sellers they can trust, too.

Professional training, with continuous updating and upgrading, helps real estate practitioners hone their skills in "reading" people, investigating properties and negotiating. Their real estate license involves legal and ethical responsibilities that drive them to do the best they can for their clients and to ensure the public is always treated fairly. Wisely, they check everything, verify all facts, ask a lot of questions and listen for unspoken agendas before they bestow trust in clients or the public, but professionals know they still must remain on guard at all times.

Unfortunately, consumers do not usually put the same effort into their search for a professional to place their confidence in. Their lack of understanding of exactly how an experienced and dedicated real estate salesperson or broker can help them, coupled with a misguided belief that there's not much to learn, can put consumers at a disadvantage. Stereotypes and misconceptions about real estate salespeople and the industry often compound the problem.

To learn more about real estate, why not walk in a real estate professional's shoes? Consider taking licensing courses, attending local mandatory education programs or reading books written for the industry.

"The public has an unfair impression that agents do not work very hard and can earn very high commissions for just a few days' work," wrote Mark Weisleder, LLB, in his new book, Real Estate Agents, BEWARE! (ECW Press, 2005). "Unfortunately, when something goes wrong in a real estate transaction, this impression makes the agent the easiest person to blame."

Weisleder's book was written to help professionals protect their deals and themselves in the process of serving their clients and building a business. Consumers reading this book will gain a greater appreciation of what goes on behind the scenes in real estate.

"If consumers are educated in the kind of experience they should expect to receive in a real estate transaction, they will be much more careful before hiring a Realtor to ensure that the Realtor is in fact properly prepared to handle the transaction for them," said Weisleder who has spent 20 years lecturing real estate practitioners on how to stay out of trouble. " Sellers may be of the view that it is better to "hide their problems" and not tell their Realtor about it, hoping that the purchaser will not find out. This book details the potential problems that both the seller and the Realtors will incur if they try to hide anything."

Weisleder's 213 pages of insights and suggestions for real estate professionals serve as excellent guidelines for buyers and sellers looking for an agent. For instance, the book's suggestion to "Always treat the client as though they are your best friend: disclose everything" could prompt a consumer to interview a prospective buyer or seller agent by asking, "What exactly may I expect from you?" Since the reader will know that 20 percent of errors and omissions insurance claims arise out of non-disclosure by agents, the buyer or seller will be anxious to discover how this real estate professional ensures these situations do not arise for their buyers and sellers.

"Buyers and sellers would be surprised to learn that just as every property is unique, every real estate transaction is unique in its own way," said Weisleder when asked what reaction he'd expect from non-professional readers. "There are many potential pitfalls that can cause grief through carelessness or being so 'carried away' with your love of the property that you forget what is really important to protect yourself. This is where the properly-prepared Realtor can save the consumer much heartache as well as money."

Published: July 12, 2005

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Strategist and Futurist is The Catalyst -- intent on "Helping The Best Get Better." An internationally-recognized "new retirement" authority, PJ's research, writing and speaking programs focus on decisions Baby Boomers face to achieve a successful future. Author of 6 books, PJ knows that, since home is headquarters for the "new retirement," professionals and consumers need relevant knowledge and insights, along with solid decision-making skills, to protect and enhance this private oasis. As The Catalyst, PJ provides strategic communication, client appreciation and advanced education services to the financial, tourism, lifestyle and service sectors -- and the clients they serve. A frequently quoted financial and business commentator, PJ is a thought-provoking strategic speaker who offers practical, real-life suggestions on leaving "the box" behind and embracing Forward Thinking -- a talent she regularly demonstrates in this column. For more, visit TheCatalyst.com.