Canadian Real Estate Agents Get No Respect -- But Lots Of Sales
by Jim Adair
Come on Canada, what do real estate agents have to do to get your trust? Last year, you used real estate agents to sell 456,503 properties, an all-time high. So far this year, sales are on pace to surpass that number. Yet, while you hire them to help with the biggest financial transaction of your life, you apparently don't trust real estate agents as much as you trust lawyers, senior public servants, and even yikes!... journalists. What gives? Every year, Leger Marketing does a survey it calls the Profession Barometer, asking 1,500 Canadians which professions they trust. The results have not changed too much over the years. This year's survey, conducted during the first week of March, places fire fighters in the number one spot, with 97 per cent. Next come nurses at 94 per cent, farmers at 91 per cent, doctors at 89 per cent, teachers at 88 per cent, and police officers at 83 per cent. The bottom-feeders are politicians, which ranked at 16 per cent this year -- up two percentage points from the 2004 survey, despite the ongoing sponsorship inquiry. Car salespeople are trusted by 18 per cent of respondents, publicists by 37 per cent, and unionists by 38 per cent. Then you get real estate agents, trusted by just 40 per cent of those surveyed. That's worse than insurance brokers (44 per cent), lawyers (45 per cent), senior public servants (45 per cent), and journalists (49 per cent). Don't believe these numbers? Well, you are in the minority -- pollsters are trusted by 65 per cent of respondents. The bad reputation of real estate agents really doesn't seem fair. What other profession is as active in the community as real estate agents? They're constantly scouting out homes, holding open houses and driving clients around the neighbourhood. If you go to a local fund-raiser, neighbourhood fun fair, or sports tournament, you'll always see Realtors taking part. Sure they're promoting their business, but they are also giving back to their communities. Last year, Re/Max agents alone donated $2.5 million to the Children's Miracle Network to support children's hospitals. Since 1992, Canadian Re/Max professionals have raised more than $18 million for the cause. Century 21 agents raised more than $390,000 for charities in 2004. The Royal LePage Shelter Foundation is committed to helping those who need emergency housing. Other companies have raised impressive amounts of money for everything from neighbourhood parks to local food banks. Every year Carl Oake, a Realtor in Peterborough, Ont., holds a swimathon that has raised millions over the years. A few years ago, paraplegic real estate professional John Ryan wheeled himself across Canada to raise money for spinal cord research. And real estate agents don't just give money, as a Fraser Valley Realtor showed last year. A fellow salesperson in his office was desperately in need of a new kidney, and when it was discovered that Ken Cowie was a match, he said to his colleague, "Everything is a go. When do you want to do it?" The operation was a success and both men are doing fine. You wouldn't trust a guy who would give you his kidney? The real estate industry has long recognized that it has an image problem, and is working to address it. The Canadian Real Estate Association runs a national advertising campaign on radio and television to promote Realtors. It's also updating its code of ethics, which all members are required to honour. Provincial associations work with regulatory authorities to ensure minimum educational standards are met before real estate agents are licensed, and in most jurisdictions, continuing education is mandatory. Comox Valley real estate broker and REM Magazine columnist Marty Douglas put these surveys in perspective in a 2002 column, when he wrote that most of those surveyed had probably not actually dealt with a real estate agent recently. He says if they had been called within 30 days after closing a deal with the help of an agent, the results probably would have been much more positive. And if they had been asked their opinion of policemen within a day or two of receiving a speeding ticket, that would have been a much different result as well. Real estate agents are not likely losing much sleep because of their public image these days -- they are too busy making deals. But next time the pollster calls you, maybe you could find it in your heart to give them a little more love. | 
