It has been far too long since I've mentioned the REALTOR brand respresented by the National Association of REALTORS. So long, in fact that I've got a backlog of things to discuss.

First up: How do you say "REALTOR?"

Other than the apparent need to SHOUT the word (and yes, the NAR demands that you capitalize the whole word) the pronunciation isn't exactly clear. Check out this link that shows the regional preferences for saying the word out loud.

Upon examination you will find that there aren't any significant preferences. The pronunciation seems to be pretty random.

This can't be chalked up to regional differences - like the word "Crayon" can. When you take a look at the comparable map you'll find that the pronunciation "Cran" for "Crayon" is used commonly in the Northeast, but not as much elsewhere.

Why am I bothered by this?

I am bothered because the NAR exists to represent the interests of its constituency, but doesnt seem to do a good job of it. Realty is a verbal industry where REALTORs should be communicating via their own physical (audible) voice. According to the survey less than half of the respondents are saying the word correctly. And it isn't the fault of regional dialects. My own REALTORs often used the incorrect pronunciation, and my family is split as well. If the question of whether the word was pronounced "REEL-ter" vs. "reel-TOR" had been asked I'd bet we would have even fewer folks saying the word correctly.

If you were responsible for the success of a brand that most people couldn't pronounce what would you do?

Me? I'd do something a lot like David Fletcher suggests and start by helping my own membership say the word correctly. If the Rotarians can recite a twenty-second speech at the end of their meetings (often populated by a few REALTORs) then REALTORs should be able to say their own brand correctly in their meetings at least a few times.

C'mon NAR! Let's see some progress on the REALTOR brand. Pronunciation is an easy fix. It won't be so fun when I bring up the questions that NAR tells the end-client to use when selecting an agent. (My regular readers had better know what question the NAR suggests buyers and sellers ask first. And bonus points if you know why I think it is pointless.)

(This may turn into a theme this week unless someone can find me a person at NAR willing to listen...)

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925