Which Came First? The Chicken or The Egg?
I got an e-mail today which raised an interesting question for me, and of course I want to throw it out to you! The e-mail was for a product to make REALTORS® more productive. Here’s how they started off their e-mail:
According to the NAR 2011 Member Profile, the average Realtor earned only $24,900 in 2010, while the average real estate agent using “ACME product/service/designation“ earned $82,404.
Well who wouldn’t want to use ACME’s product/service/designation? I mean if I can go from earning $24,900 to $82,404 a year, I’d be nuts not to do it right? There’s just one problem… did the product/service/designation make the difference or was the REALTOR® already operating at that level of production and this just happens to be the product/service/designation they use?
It also raises the question of how do they even get the data to know what the user/holder of said product/service/designation earns in a year? I don’t recall filling out a form authorizing the IRS to allow any of these vendors/providers access to my income records!
As you probably noticed, I changed the name of the company to ACME to protect the innocent (insert guilty). However, I am sure all of you have seen these very same ads from a plethora of sources intimating that if you use/hold said product/service/designation you too will make nearly 4 times as much as the average REALTOR®!
So what say ye? Did the product/service/designation make the difference, or were the core values of the practicing REALTOR® the defining factor in the income differential? And while you’re at it, someone please tell me which came first… the chicken or the egg??