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rooster crowingEvery broker wants their agents to be more successful, but what are the most effective ways to accomplish that? Training is one key component, but in an industry dominated by listing and selling, it’s easy to overlook training in buyer perspectives.

In a move designed to leverage this concept to their advantage, two different brokerages—one in Ohio and another in Missouri—decided to offer the Accredited Buyer’s Representative (ABR®) training to their entire office.

“After more than 35 years as a selling broker, it amazed me how the new ABR® course made me take a look at today’s real estate sales processes from fresh perspectives,” says Steve Brown, co-owner of Irongate Inc., REALTORS® in Dayton, Ohio, and 2014 president of the National Association of REALTORS®. “Of all the sales courses in the market, this is the one I would recommend to my own agents—and NOT to the competition!”

“Regardless of whether you’re new to the business or have years of experience, the ABR® Designation course is one of the best classes you can take,” says Elizabeth Mendenhall of RE/MAX Boone Realty in Columbia, Mo. “We encourage all new agents to consider the ABR® as their first designation course. It improves their understanding of buyer representation and puts them a step above their competition.”

The impact of ABR® training is immediate. “Our agents are challenging each other to reconsider their representation techniques,” explains Mendenhall. “They are better critical thinkers, negotiators and marketers.” Most of her agents have also revamped their presentations and materials to indicate they have buyer representation training.

Mendenhall also observed that this is one of the best courses to teach agents how to analyze their time so they are productive, and not just busy. “The ABR® class helps agents know what questions to ask to analyze their buyers’ wants and needs so they can narrow their search parameters and deliver better results.” Not only does this help increase her agents’ sales and income, but also results in more satisfied buyer-clients.

Agent Perspectives
What do agents say about their ABR® designation? In a recent survey conducted by the Real Estate Buyer’s Agent Council (REBAC), over 750 ABR®s who also hold other designations said their ABR® was most important to them. Among the top reasons cited:

  • I gained valuable training that improved my knowledge.
  • It’s the designation most widely recognized by the public.
  • It gives me credibility and respect with buyers.
  • It sets me apart from other real estate professionals.

Survey respondents also gave top marks to the numerous member benefits that ABR®s receive, helping them earn more business and work more successfully with buyers.

Learn More
The ABR® Designation course is one of the best ways to give your agents a competitive edge and increase their productivity. It’s offered in classrooms across the U.S. and Canada, or can be taken online. To view a schedule of current offerings and to learn more about the benefits of earning the ABR® designation, visit

Marc Gould is vice president, Business Specialties, for the National Association of REALTORS® and executive director of REBAC.

For more information, visit