The subject of qualifications and examinations for agents has been a thorny one in the past.
This is especially so amongst those successful business owners and agents who have skillfully learned their trade on the job.
Those self-taught agents have been a tremendous credit to the industry and made the property business the success it is today.
But public attitudes to training and qualifications have changed in recent years, and so, it seems, have the views of many agents.
In recent days, news has come through that demand for Rightmove’s Certificate for Estate and Letting Agents has soared 128% in just a year, while Propertymark reports a 51% increase in demand for its very extensive range of qualifications since 2020.
And if there are still a few sceptics, it’s worth noting that separate research indicates that seven in 10 home-movers would prefer to work with a qualified agent.
Meanwhile, more than 70% of renters and homeowners alike believe agents should hold formal qualifications.
Although we don’t always like the thought of going back to school, life-long learning and in-job qualifications are here to stay!
The government is on the case
Within its ‘Home Buying and Selling Reform’ consultation process is a commitment to ‘professionalising property agents’.
It’s a clear intent from the current government that it wants to ensure agents have a minimum standard of knowledge and experience.
Readers with a good memory will recall that the former Conservative government, back in 2019, committed to taking up at least some of the many recommendations for mandatory training and qualifications made by a working party at the time.
It’s taken some years, but now Labour has picked up the baton, and a form of mandatory training, along with a new industry code of practice, looks likely to be the eventual outcome.
The government consultation cites Denmark as an ‘admired’ case study in which agents have a mandatory minimum qualification, overseen by a third-party training organisation.
As someone dealing with both the public and agents, I am delighted that qualifications are becoming more respected by consumers and industry alike.
Of course, we all want those handling our affairs – especially the largest purchases most of us will ever make – to be as skilled as possible.
Take pride in qualifications
But I believe there’s more in it for agents than just a warm glow of good service. There’s a real marketing opportunity.
Most of us take enormous pride when our children pass exams, graduate from university, or become a recognised expert in their chosen career.
So it should be that agents take similar pride when they themselves become respected authorities!
In the same way as many agents publicise ESTAS award wins, why not do the same when your staff secure qualifications?
Put those qualifications on your company website, create special window displays, and make sure property details include the fact that the agents selling this home are amongst the very best experts in the area.
This isn’t a case of showing off, but an opportunity to show precisely how good your branch and colleagues are, especially in a competitive sector like agency.
And cumulatively, if more agents give public emphasis to their expertise like this, it will help turn around the sometimes-negative image that the wider public has of agents.
Even if you remain a little sceptical of qualifications, see the achievement of getting them as a free and highly influential marketing opportunity.
Good luck – our whole industry will benefit in the long term.
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Phil Spencer is the founder of Move iQ.
Move iQ now create bespoke video content for estate and letting agents sharing local insight and personally introduced by Phil – to secure your exclusive post-code, speak to Alex Wilson [email protected]
