Blog

In business, language is more than just a means of communication; it shapes the culture of a company.

The words we choose influence how our team members see themselves, how they interact with clients, and how our industry is perceived by the public.

Consider some of the most iconic companies—Disney, for example. At Disney, there are no “customers,” only “guests.” This subtle shift in language profoundly affects how employees treat people who walk through the gates of their theme parks. Guests are welcomed, cared for, and engaged with on a deeper level than mere customers might expect. Similarly, Starbucks doesn’t just serve drinks—they create an “experience.” Ritz-Carlton refers to their employees as “Ladies and Gentlemen” to convey a sense of dignity and professionalism.

As real estate leaders and broker-owners, you set the tone for the culture of your firms. The words you use to define your team’s role in the market trickle down to shape their attitudes and behaviors. So, ask yourself: Does the title “Real Estate Salesperson” accurately reflect the level of professionalism, fiduciary responsibility, and trust that your agents provide? Or is it a limiting and outdated term that fails to capture the depth of service your team delivers?

Why “Salesperson” No Longer Fits the Real Estate Profession

For years, real estate agents have been branded with the title “salesperson,” a term that carries connotations of transactional, short-term relationships. A salesperson, in the traditional sense, is often seen as someone focused on closing the deal—pushing products, meeting quotas, and moving on to the next customer. In contrast, real estate professionals are fiduciaries, advisors, and experts. They do far more than sell properties—they guide people through one of the most significant financial decisions of their lives, building long-term relationships and acting in their clients’ best interests.

Real estate agents are not selling a product; they are facilitating a process. They are trusted advisors who help clients navigate emotional and complex situations. Your agents are responsible for ensuring that clients make informed decisions, but when they are called “salespeople,” it undermines that role. It’s no wonder, then, that the public feels skeptical of the real estate profession.

How a Title Change Can Transform Company Culture

As a leader or broker-owner, you are in a unique position to influence not just your office but the broader real estate community. It’s time to leave behind the outdated term “salesperson” and adopt a title that reflects the advisory and fiduciary nature of the work your agents perform every day.

Language shapes behavior. A salesperson mentality can encourage short-term thinking and aggressive selling tactics. On the other hand, a shift in language—toward titles like “Real Estate Advisor” or “Licensed Real Estate Professional”—fosters a culture where long-term relationships, trust, and client-first attitudes are prioritized.

When you adopt titles that emphasize trust, professionalism, and client service, you create an environment where those values are upheld in every transaction. Your agents will take more pride in their work, knowing that they are seen as more than just “salespeople” but as essential partners in their clients’ lives.

Steps You Can Take to Implement This Change

1. Start Within Your Brokerage: Have an internal discussion with your team about the importance of titles and how the word “salesperson” may not fully represent the work they do. Consider adopting titles such as “Real Estate Advisor” or “Real Estate Professional” within your company, even before official licensing changes are made.
2. Educate Clients: Use this title change as a way to start a conversation with your clients about what sets your team apart. When your agents explain their role as advisors, they can differentiate themselves from the competition by emphasizing their fiduciary duty, expertise, and commitment to the client’s long-term success.
3. Advocate for Industry-Wide Change: Encourage your agents to send formal letters to your state licensing departments advocating for a title change. As a leader, you can spearhead this movement within your local and state associations, helping to drive change across the industry. Below is a sample letter you and your agents can use as a template.

Lead the Change

As real estate leaders and broker-owners, the responsibility to shape the future of our industry rests on your shoulders. The title change from “salesperson” to “advisor” or “professional” isn’t just about semantics; it’s about recognizing the true value your team brings to the table and the trust they build with clients. By implementing this change, you can create a culture that prioritizes long-term relationships, ethical conduct, and professional service, setting your firm apart as a leader in the real estate industry. Let’s elevate the language, the culture, and the profession—together.

For Your Agent…

Team, the language we use is more than just words—it’s the foundation of our company’s culture and the way the world perceives us. As real estate agents, we must rethink how we define ourselves. Are we just “salespeople,” or are we trusted advisors guiding clients through some of the most important decisions of their lives?

The title of “Real Estate Salesperson” doesn’t fully capture the depth of service we provide, nor does it reflect the trust, care, and expertise we bring to every client interaction. We are more than salespeople. We are advisors, professionals, and partners. By embracing this shift in language, we set a higher standard for ourselves and for our clients, building long-lasting relationships rooted in trust and integrity. Let’s lead with this mindset and reshape our industry, one meaningful conversation at a time.

—

Sample Letter to State Licensing Department

Dear Commissioner ___________,

I hope this letter finds you well. My name is ____________, and I have been a licensed real estate agent for more than 35 years in the [State] real estate market. I am writing to respectfully request a reconsideration of the title “Real Estate Salesperson” currently used on our licenses.

Reason for the Request

The title “Real Estate Salesperson” does not accurately reflect the responsibilities or the professional nature of our work. Unlike traditional salespeople who focus solely on transactions—such as those selling cars, furniture, jewelry, or medical equipment—real estate professionals have a fiduciary responsibility to their clients. This legal and ethical duty aligns us more with professionals like doctors or lawyers, who must act in the best interests of those they serve, rather than with typical salespeople who interact with customers and are primarily focused on the sale itself.

Traditional salespeople are committed to making a sale, but they are not legally bound to prioritize the customer’s best interests. In contrast, real estate professionals are bound by a fiduciary duty to put our clients’ needs above our own, offering strategic guidance, expert advice, and market insight. This distinction between handling “customers” versus “clients” is critical. Professionals manage relationships that go beyond mere transactions; we serve as trusted advisors in one of the most significant financial decisions a person will make.

The title “salesperson” is incongruent with the fiduciary role we play. It minimizes the gravity of the responsibilities we hold and the level of trust our clients place in us. A title change would better align with the standards and expectations of our profession.

Proposed Title Change

I propose that the title be changed to one of the following alternatives, which more accurately reflects the advisory and professional nature of our work:

• Licensed Real Estate Advisor
• Licensed Real Estate Professional
• Licensed Real Estate Consultant

These titles emphasize both our role as trusted experts and the importance of being licensed by the state, thereby reinforcing the trust and credibility that our clients place in us.

Conclusion

I respectfully request that the [State] Department of Consumer Protection consider initiating the process to update the official title used on our licenses. This change will better represent the true scope of our work, elevate our industry’s professional standards, and strengthen the public’s perception of real estate professionals as trusted, fiduciary advisors.

Thank you for your time and consideration. I look forward to your positive response.

 

Sincerely,
[Your Name]
[Your License Information]

 

Darryl Davis is an award-winning international speaker, real estate and business coach, and best-selling author of three books, all published by McGraw Hill Publishers.

For more than 35 years, Darryl has spoken to and trained more than 100,000 sales professionals around the globe to more than double their production year after year. His book,  How to Become a Power Agent in Real Estate, tops Amazon’s charts for one of the most sold books to real estate agents.

He was awarded the Certified Speaking Professional (CSP) designation by the National Speaker’s Association, which is given to less than 2% of all speakers worldwide.

Whether from a stage or Zooming into a virtual room, Darryl’s extraordinary humor, relatability, and natural gift for teaching real-world, results-producing skills and mindsets to audiences have made him a client favorite throughout his career.

Audiences will laugh, learn, and ultimately walk away better prepared for a changing world, with the tools, skills, and training they need to build their businesses with more ease and less stress and to design lives and careers worth smiling about.

Bring One of Darryl’s W.O.R.K. Topics to Your Organization! 

By providing your agents with the knowledge and insights they need to stay ahead of the game, you can ensure that they are equipped to handle any situation that comes their way!

Contact us here to learn more!