When meeting with a new client, real estate professionals typically explain their services, the transaction process and what clients can expect from the relationship. But Tracey Hawkins says one important topic often gets left out: Safety.
“Be the agent who is talking about safety every step of the way,” says Hawkins, CEO of Safety and Security Source and founder of the Real Estate Safety University. “You can help stop a lot of these crimes before they ever happen.” Hawkins recently spoke at a National Association of REALTORS®’ webinar on her “Real Estate AI Scam and Fraud Playbook.”
Those initial client conversations can cover both physical and digital risks—from protecting valuables during showings to recognizing fraudulent communications and safeguarding personal information.
Surveys show your clients are waiting for you to speak up. Seventy-one percent of consumers surveyed say they believe someone else is responsible for educating them about wire fraud, and about a quarter expect it to come from their real estate agent—more so than any other party in a transaction, according to CertifID’s State of Wire Fraud report from 2024.
What’s more, the cybersecurity firm CertifID surveys show that agents who do take the time to educate their clients about fraud are standing out—consumers say they’re even willing to pay extra to work with them because of it.
Start With the Buyer Consultation
Hawkins sees the buyer consultation as an ideal time to establish safety expectations, particularly while addressing the buyer representation agreement in showing another point of agent value—that you care about their safety in a transaction.
Agents can explain the risks. That clients may encounter fraudulent emails, texts, fake websites, AI-generated voices or impersonators during a transaction. They can point to recent data that shows this is more common than what they may think: More than one in five consumers reported receiving suspicious communications during closing, according to CertifID’s “2026 State of Wire Fraud” report.
Related: 1 in 5 Targeted: How to Prepare for Rising Scam Threats
Share with buyers some best practices, such as:
- Never rely solely on an email or text for instruction involving money or sensitive information.
- Independently verify wiring instructions using a trusted phone number—not contact information provided in a suspicious message.
- Be especially cautious about last-minute changes to payment instructions.
- Pause before clicking unfamiliar links or responding to unexpected requests.
Hawkins also recommends establishing a private code word, phrase or question just between the agent and client. The verification method should be agreed upon verbally and not documented in email. If a message appears to come from the agent, the client can ask for the code word to verify the request.
Hawkins also recommends giving clients a verified contact sheet that has the phone number of the agent, lender, title or settlement company and other key transaction participants. Tell clients to use the document—not contact information contained in a questionable email—to verify all requests.
Related: What’s Real, What Isn’t? How to Spot Deepfakes, AI Real Estate Scams
Give Sellers a Safety Checklist
The listing presentation offers another opportunity to talk about safety for home sellers—and before strangers start walking through their home. Hawkins recommends giving sellers a safety checklist that covers what should be removed or secured prior to showings and photography. The checklist can remind sellers to:
- Stow away personal information. Mail, financial documents, medical records, visible calendars, computer screens and Wi-Fi passwords can expose sensitive information. Family photos, diplomas, awards and other personal details also can reveal names, workplaces or other clues about the household’s occupants.
- Secure valuables. Jewelry, cash, important documents, firearms and prescription medications should be stored securely rather than left in easily accessible locations.
- Review what gets photographed. Listing photos, virtual tours and social media posts can reveal more than sellers realize. Look for identifying information, security systems, valuables, access points and details that could reveal when a home is occupied.
Also warn sellers that scammers can use information from listings and public sources to impersonate people involved in a transaction, increasing the risk of seller impersonation scams, mortgage payoff scams, title fraud and other schemes.
Keep the Conversation Going
Safety shouldn’t be a one-time warning at the beginning of the transaction, Hawkins says. Agents can build simple reminders into the process:
- Check in when important documents are exchanged.
- Remind clients to verify any requests involving money.
- Ask whether they’ve received unexpected communications.
- Direct clients back to the verified contact list you provided, especially prior to closing.
Brokerages can reinforce those practices through secure communication systems, identity verification procedures, staff training and clear protocols to respond to any suspected fraud. Agents should understand those procedures well enough to explain to their clients the safeguards they’re brokerage has in place as well.
“Security has to be part of the deliverable of the transaction,” Tom Cronkright, a real estate broker who co-founded CertifID, recently told Real Estate Today. “You wouldn't buy a car without seatbelts or airbags … it's just part of what you expect.”
Hawkins recommends starting the conversation directly with: “I want to have a safety consultation with you. I want to talk to you about how to move through the real estate process safely and what scams and fraud to look out for.”
She adds: “This is a way for agents to stand out from all the other agents in their market. [Clients] see that you're looking out for their safety because you took the time to educate them about it.”
