This is an opinion piece by Latitude co-Founder Neal Collins:

The word “Realtor” felt slimy and I did not identify with it. To me the word conjured up sentiments similar to that of a used car salesman—pushy sales tactics, dishonest, and manipulative.

This is surprising too, because I grew up in a family where my grandmother owned what surely must have been one of the South’s first female owned and operated brokerages. My dad has also held a broker’s license since he was barely out of high school.

The issue I’ve come to realize is that virtually every real estate agent I’ve met decided to get into the industry to make money.

From grocery clerks to marketing professionals, every single person has said that they changed professions because they wanted more freedom over their own schedules and the ability to make more money.

And I certainly can’t fault them for that.

The issue I have is that as an industry we have so much more potential to be a force for good.

New agents are indoctrinated into a culture that perpetuates the stereotype, and for many their first experience is being handed a coffee cup that says “We turn coffee into contracts” with the marching orders to incessantly call people until they either say a “yes” or an exasperated and frustrated “no”.

I wish I was kidding about this.

I’ve seen so many talented people get burnt out, frustrated, and demoralized. They grasp for meaning in their jobs and have to tell themselves that they are helping people make the biggest financial transaction of their lives. 

It doesn’t have to be this way though.

Our land is our most sacred resource. It is what nourishes us, feeds us, protects us, and inspires us. The process of transferring ownership should be held to a higher standard, because at the heart of it lies our past, present, and future.

Our land creates our culture, and our culture defines our communities.

Instead of searching for the next deal, the next client, the next commission check, we should be searching for ways to create community, unite neighbors, promote beauty, and honor the land and the stewards that came before us.

That’s why I urge and challenge all realtors to view themselves as Change Agents, instead of real estate agents.

Instead of pushy sales tactics, platitudes, and cheesy social media ads, try adopting placemaking tactics. You will find that the meaning you have been searching for has been there right in front of you. Your network will grow. Friendships will flourish and the financial reward and freedom that you were seeking becomes merely a by-product of the value that you create in your local community.