Program pushes to improve professionalism in real estate

The Orlando Regional Realtor Association’s original education program “Excellence in Professionalism – Gold Key Certification” starts its second year in March after ORRA Realtor members filled every available seat offered in 2015.

The certification was developed by the ORRA Standards Task Force to supplement the teachings and principals of the Realtor Code of Ethics.

"More than 50 percent of complaints nationwide that are filed with state real estate licensing authorities are about issues that are not governed by the Realtor Code of Ethics,” explains ORRA Standards Task Force Chairman Jeff Fagan of Watson Realty Corp. “We wanted to create a program that both educates ORRA members over and above compliance with the Realtor Code of Ethics and serves as a source of recognition for those Realtors who aspire to the highest levels of customer service.”

More than 1,100 ORRA members earned Gold Key certification last year; another 1,000-plus are expected to earn the certification in 2016.

“The response of ORRA members to the Gold Key program has been incredible,” adds ORRA President John Lazenby of Colony Realty Group Inc. “Realtors are dedicated to serving their clients to the best of their abilities, and ORRA is dedicated to providing its members with the tools to achieve that goal. It’s a win-win scenario for homebuyers and sellers, who are the real beneficiaries of our Gold Key program.”

The “Excellence in Professionalism - Gold Key Certification” course is a full-day knowledge event that also fulfills continuing education requirements demanded of real estate licensees by the Florida Department of Business and Professional Regulations. Topics covered at the class range from the philosophy of customer service to the nuts and bolts of creating an effective customer-service assessment tool. Other topics include the following:

• Learning how risk management increases professionalism;

• Establishing standards for transaction execution;

• Adapting to the changing standards of buyers and sellers;

• Redefining understanding current mortgage disclosure regulations;

• Utilizing web-based systems for efficient transaction management;

• Dealing effectively with difficult clients; and much more!

The course is taught by top-of-the-line instructors including ORRA Realtor members Cynthia DeLuca (2015 ORRA Realtor Education of the Year), Dick Fryer (ORRA past president and current chairman of the Florida Real Estate Commission), and Beverly Pindling (ORRA past president and Florida Realtors Realtor Educator of the Year past recipient).

About Orlando Regional Realtor Association: The Orlando Regional Realtor Association is one of the largest trade associations in the state of Florida and represents more than 11,500 real estate professionals throughout Central Florida.