When consumers understand real estate, our members thrive. It’s that simple. As REALTOR® associations, one of the most powerful things we can do is equip the public with clear, trustworthy information—because informed consumers make better decisions, and often, those decisions involve working with an agent who is a REALTOR®.
In today’s environment, buyers and sellers are overwhelmed with noise—market headlines, online advice and conflicting opinions. That’s where we step in. When associations provide education and outreach through community events, webinars, short videos or social media content, we do more than inform—we build credibility. We show that our members aren’t just salespeople. They’re local experts, trusted guides and involved members of the community.
The National Association of REALTORS®’ 2024 Profile of Home Buyers and Sellers shows that referrals and past relationships were the top ways buyers and sellers found an agent. That means trust is everything. And trust begins before the transaction—when consumers see our members (and our associations) as reliable sources of guidance.
Outreach doesn’t have to be expensive to be effective. Think small: a quick Instagram reel on what to expect when making an offer, a one-page guide for first-time buyers, or a joint webinar with a local lender or housing nonprofit. Some associations are hosting events at schools or libraries or translating materials into multiple languages to reach more communities, extending their value while staying budget conscious.
These efforts don’t just benefit the public. They directly benefit our members. When agents see their association actively helping to educate and engage consumers, they understand that we’re investing in their long-term success. It makes the value of membership real, not abstract.
Let’s keep growing that value. By focusing on outreach and education, we’re not only raising awareness of the REALTOR® brand, we’re also reinforcing our role as partners in our members’ success. Helping consumers helps agents, and when our members succeed, so do our associations.