Ever since I first became a Realtor in a land far away and a time long ago, the principle of fiduciary duty has been mentioned time and time again. I’m sure many people who have dealt with a Realtor or read any of the agency clauses (as you should) are familiar with this word, but the meaning is often lost in the legal rhetoric. Before diving into the full meaning of fiduciary, I would like to emphasize that it is one of the most important terms Buyers and Sellers should understand in its entirety. Furthermore, it is this duty that makes the blatant lack of web marketing skills in a Realtor inexcuseable and deserving of a sacking. And because I’m a consumer protection nazi, I would take it one step further, and make the lack of web marketing skills, grounds for having one’s licensed revoked.
Now before I illicit a tongue lashing from some of you (most likely Realtors who have made little effort to provide web marketing of any kind to their clients even though they KNOW 90% of Buyers look online for properties), let me state my case:
I shall begin by defining Fiduciary Duty, well I say I, but Wikipedia does it quite well, so why remake the wheel!
A fiduciary duty is a legal or ethical relationship of confidence or trust between two or more parties, most commonly a fiduciary and a principal. One party, for example a corporate trust company or the trust department of a bank, holds a fiduciary relation or acts in a fiduciary capacity to another, such as one whose funds are entrusted to it for investment. In a fiduciary relation one person, in a position of vulnerability, justifiably reposes confidence, good faith, reliance and trust in another whose aid, advice or protection is sought in some matter. In such a relation good conscience requires one to act at all times for the sole benefit and interests of another, with loyalty to those interests.
“A fiduciary is someone who has undertaken to act for and on behalf of another in a particular matter in circumstances which give rise to a relationship of trust and confidence. [1]“
A fiduciary duty[1] is the highest standard of care at either equity or law. A fiduciary (abbreviation fid) is expected to be extremely loyal to the person to whom he owes the duty (the “principal“): he must not put his personal interests before the duty, and must not profit from his position as a fiduciary, unless the principal consents. The word itself comes originally from the Latin fides, meaning faith, and fiducia, trust. (Ref. http://en.wikipedia.org/wiki/Fiduciary).
To summarize, Fiduciary Duty is both a legal and ethical relationship of trust that requires the party who is entrusted (fiduciary) to act in the best interests of the principal–the person who places their trust in the fiduciary (Client, Seller, Buyer). The fiduciary “Must not put his personal interests before the duty” to his principal/client’s best interests. To take this faith and trust and abuse it or misuse it is a criminal offense.
One does not have to maliciously intend to abuse or misuse this duty, one can also just be negligent, but negligence still carries the same harm to the principal/client that intentional abuses can.
For instance, all the studies, all the media out there through the National Association of Realtors, Californian Association of Realtors, Realtor.com, and I could go on, communicate the need for online marketing skills. These same professional associations have events you can go to that are often FREE, to learn how to become an effective online marketing specialist. They also emphasize the studies showing that 90% of Buyers look online for real estate. But the truth is, less than 1% of Realtors in San Diego know how to create a virtual tour of any kind and fail to market or effectively market their client’s properties online. You do the math and tell me if you think negligence exists?
The advent of the internet has shook the foundations of the way news is reported, and put many paper publications out of business. Why doesn’t it follow that there has also been a paradigm shift in the Real Estate World? As a Seller, especially in this market, if your Realtor is not providing you with web marketing exposure, and it is not a part of their listing presentation and marketing plan, it is time to evaluate whether they are keeping up on their end of the bargain. When considering a Realtor to list your home, there are a few questions the savvy Seller should ask:
1. What major real estate sites will my property be advertised on?
2. Do you do virtual tours? Video Tours/Picture Tours?
3. How long will it take before the virtual tour is available on the local MLS, and on these major sites?
If they can’t give you an answer. Move on! If you are currently with a Realtor, who took 1 picture of your property or didn’t bother taking one at all, or they do not have a strategy for getting exposure online, it may be time to re-evaluate their contract. In my professional opinion it is a violation of fiduciary duty, to go back to you, the Seller, and ask you for a price reduction after 30/60/90 days on the market if a Realtor neglected to put adequate pictures on the MLS, and neglected to provide additional exposure through other web-marketing tools. Your Realtor just kept your property a secret from 90% of Buyers! Ninety percent! And now they want a price reduction so they can close and get their commission! If that isn’t criminal and doesn’t deserve a sacking–I don’t know what does? It is like saying, “Look I’ve done nothing to get your property in front of 90% of all buyers out there, but the real reason your house isn’t selling is the list price.” Really!?!
I will surely get a tongue lashing for this Blog, but I’m not concerned with pleasing my fellow Realtors, I’m concerned with upholding my fiduciary responsibility and ensuring that people know that Realtors are not all alike. In fact, if we honored our fiduciary duty, by becoming web-marketing specialists it would be a win-win for everyone. More Sellers getting what their property is worth with more potential for multiple offer situations, and Realtor commissions would go up just because we were able to get our Seller/ Client/ Principal what they wanted and needed for their property. I won’t leave Buyers out in the cold. With more properties visible to them, they have more choices, and are more likely to find exactly what they are looking for in a timely manner and at a price they can afford.
There you have it! The lack of web marketing skills in a Realtor is inexcuseable and a violation of the fiduciary duty, which requires one to act in the best interest of one’s principal. Being a web marketing guru not only allows a Realtor to achieve the highest level of fiduciary enlightentment, but it is also a win-win for all parties involved. It also furthers the principle of competition, which is a predecessor of a thriving economy. And with that, I rest my case. The jury is no longer out, they are well informed, and ready to let you hang if all the facts don’t add up. Power to the people! ; ).