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Additionally, agents can choose to have their ratings hosted on a public website—after closing five transactions—providing a reliable source of ratings for consumers at large. “This program is set up so that it can’t be gamed. It’s real buyers and sellers rating the agent they worked with and a transaction that has closed, therefore, the ratings have validity,” adds Janik.

The REALTOR® Excellence Program is also a great tool for brokers when it comes to establishing a baseline regarding a particular agent’s strengths and weaknesses. “Not only do the surveys give brokers good insight into the level of customer service being provided, they also offer an early warning if there’s a problem that needs to be addressed.” Brokers can then tailor the education, training or mentoring they provide to help the agent improve in an area where they may not be as strong. In turn, this gives the agent the opportunity to develop certain skills that will help them feel more confident when working with clients in the future.

“From the association standpoint, it’s always a good idea to raise the level of professionalism of real estate agents/brokers because it will ultimately increase the consumer experience,” concludes Janik. “Anything you can do to make the member more professional, enhance the consumer experience and reduce the number of unhappy people is a good thing.”

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