Today, NAR is approaching one million members strong, primed to become the only trade association to eclipse the seven-digit plateau. Couple that with home sales on the rise, mortgage interest rates at historical lows and a significant percentage of transactions closed by REALTORSŪ. The 'Realtor Engine' appears to be hitting on all cylinders.

But, as prominent Christian and nonconformist hymn-writer Isaac Watts (1674-1748) once said, "Do not hover always on the surface of things, nor take up suddenly, with mere appearances; but penetrate into the depth of matters, as far as your time and circumstances allow, especially in those things which relate to your profession."

Appearances aside, Realtors enjoy a long tradition of maintaining a marketplace for families and individuals to buy, own and transfer real estate, of building communities and of supporting worthwhile causes. Unfortunately, the professional sports mantra, "what have you done for me lately?," also applies to Realtors in the hearts and minds of the increasingly suspicious homebuying and selling consumer.

Consumers today are more involved and educated about their purchasing decisions, especially when buying high-ticket items like housing. This heightened participation is likely to intensify with broadband information delivery on the rise. Yet, despite this increase in consumer participation and in e-knowledge, there is no urgency at the state or local levels to dedicate the time and resources necessary to the promotion of what I call, "REALTORŪ-ism."

I like to define REALTORŪ-ism in three ways:

1. An awareness of the trademark REALTORŪ,
2. An understanding of the value Realtors bring to the real estate transaction and to the global community as a whole,
3. And, a commitment from consumers to partner with a Realtor, i.e., reduce the number of FSBOs.

Some consumers -- and Realtors -- perceive REALTORŪ-ism to be merely listing and selling property. Others opine that anyone could be a Realtor, unlike lawyers, bankers or accountants who must complete a higher level of education. Finally, decision makers claim the Internet has forever changed real estate and the means by which sales professionals operate. These attitudes are pervasive and can serve to dismantle the Realtor organization if left to pervade the masses.

Ideally, promoting REALTORŪ-ism would be a year-round effort whereby association staff, member volunteers, directors -- and a hired consultant, if you're fortunate enough to have one -- work together to plan, execute and monitor an integrated communications strategy.

For example, in 1992 I joined the 38,000-member New Jersey Association of REALTORSŪ (NJAR) as its director of communications. Together with then Governor Jim Florio's administration, the New Jersey Network (NJN) -- our state PBS affiliate -- our local boards, and numerous other housing related parties, we successfully adopted and implemented various internal and external communications campaigns aimed at making REALTORŪ-ism a household name.

Dubbed "Building a Better New Jersey," we produced semi-annual first-time home buying seminars filmed live at NJN studios and 'beamed' to satellite locations throughout the state. Our "REALTORŪ Advantage" campaign consisted of statewide billboards, radio and TV advertising on NJN (to reach public officials), op-ed pieces, public service announcements, and news releases. Internally, we published a four-color brochure for distribution to consumers, posters explaining what it meant to be a Realtor office and a logo that we encouraged members to use in their marketing pieces. In my remaining years with NJAR, we added a speaker's bureau, statistical studies and research, press kits, an online proprietary network (pre-realtor.org), and we ran a series of 30-minute real estate related programs on cable television.

What I propose, therefore, is a national "call for action" to promote REALTORŪ-ism. That state and local Realtor associations bolster NAR's efforts to facilitate a better understanding of REALTORŪ-ism. This association's best resources are its local and state associations, and their respective members. They blanket the United States and can reach consumers and key audiences national can not. Without a concerted effort, will the consumer differentiate Realtor from real estate licensee? Will they understand the Realtor's role in the complex transaction process or choose another entry point in securing the American Dream of Homeownership? Will there continue to be an effective marketplace for consumers to buy, own and transfer real estate and for real estate entrepreneurs to earn a living?

As a communications consultant to Realtor associations one could argue that I'm acting in enlightened self-interest, promoting a specific viewpoint that could prove economically beneficial to me and my company. That's not what we do. My task is to offer professional advice and services. In this case, a national "call for action" to promote REALTORŪ-ism.

The NAR should be congratulated for approaching 1,000,000 members, but now is not the time to rest on laurels. It's time for states and locals to build on NAR's awareness momentum and aggressively help ensure the future of REALTORŪ-ism.

Editor's Note: Peter L. Mosca is president and founder of Howell-NJ-based BAK Communications, Inc. His principal consulting focuses are publications and media relations development. He is a frequent speaker to organizations of all sizes on a wide range of communications topics, each aimed at helping REALTORSŪ and REALTORŪ associations identify ways to better the flow of information. His "Strategies for Successful Communicators" workshop is nationally acclaimed, and helps REALTORSŪ deliver clear and concise messages to key internal and external publics.

Published: December 12, 2003

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Peter L. Mosca is president and founder of BAK Communications, Inc. He has over 22 years of communications and media consulting experience, serving a variety of nonprofit organizations, including the CCIM Institute and the REALTOR Association on all three levels – national, state and local. He is the Spokesperson Trainer for the CCIM's Jay Levine Academy and trains hundreds of residential REALTORS nationwide to be effective industry spokespeople. He is consistently ranked as "excellent" by about 90% of those who attend his presentations. While his principal consulting focuses are public speaking and media relations development and content delivery and management, Peter is also the host of the Voice America Network's weekly radio program, "Income Property Investment Talk," a one-hour program that brings the powerhouses of commercial and residential real estate to property investors every Wednesday at 11 a.m. EST. Peter is married 17 years to his wife Barbara. They have two children: Ashley, 15 and Kelli, 12. Hence, the name BAK Communications, Inc.