Imagine for a minute you had the resources to send out 100,000 questionnaires to buyers and sellers from across the nation, people that had actually closed a real estate transaction in the previous 12 months!

What would you ask? You and I could probably think of countless questions but no doubt one of the most important for any agent would be this: As a real estate consumer what is your most important factor when choosing a real estate agent?

The good news is that when the National Association of REALTORS® released their 2004 Profile of Home Buyers and Sellers, it included this question (as well as many more). They sent out 100,000 questionnaires and received over 8,000 back, and their findings are downright shocking!

The top four reasons why a consumer chooses a REALTOR®:

1. Reputation of the Real Estate Agent

2. Agent's Knowledge of the Neighborhood

3. Agent's Association with a Particular Firm

4. Professional Designation Held by Agent

What is somewhat surprising about this study is the fact that the agent's reputation is far and away, the leader not just by a little bit, but by a wide margin.

So knowing this, how can a wise agent and broker protect their most valuable asset?

One way is to adopt the four Pillar Principles used by the most elite agents in the country. Let's take a look:

1. Work with Qualified Clients -- Top agents understand that working with unqualified clients often leads to writing poor offers, taking overpriced listings, and the possibility of a tarnished reputation within the real estate community. Make the commitment to begin fully qualifying every client with a series of straight forward questions!

2. Stay on the Straight and Narrow Path -- Weak agents often work harder at bending the rules than living within the standards of superstar. By paying attention to details, top producers are able to manage transactions rather than look for loop holes.

3. Be Always On -- The public is always watching. Real estate agents don't punch a clock so that have to be always on, they can't afford to lose their temper in public, make a spectacle of themselves, or in any way embarrass their office or worse yet, their own clients.

4. Raise Your Standards -- What do people think of when they hear your name? Do they think of someone who is committed to excellence or someone who is just mediocre? Make the commitment to absolute excellence by raising your standards in every area of your business.

As Lord Jeffery once said, "A good name, like good will, is got by many actions and lost by one." Make the commitment today to protect your most valuable asset by applying the four Pillar Principles.

Published: March 7, 2005

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Jim Remley is a speaker, author, and consultant. He is also an active real estate broker in Southern Oregon where he owns a network of six offices. Jim won the Rookie Instructor of the Year award in 2001 from Realty-U, the largest network of real estate educators in the nation. He was the winner of the 2002 Pacesetter Award, and nominated for the Real Estate Instructor of the Year Award during the first quarter of 2003. To learn more about Jim, please visit ProPerformer.com or e-mail him at .