First of all, the designation of "Realtor" can only be used by professional real estate agents who are members of the national, California and local associations of Realtors. This membership ensures the Realtor adheres to a strict code of ethics governing the industry. In addition, the membership provides opportunities for professional development in a variety of areas in which Realtors can earn designations.

To earn a designation, a Realtor must take coursework and demonstrate specific skills, performance and knowledge in a particular area of the real estate industry. The National Association of Realtors has earmarked the month of November to increase the awareness of the official family of designation and certification programs available to Realtors.

Today's Realtors are a unique combination of generalists and specialists. In addition to continuing-education classes and keeping up-to-date on industry news and developments, Realtors spend a great deal of time getting to know their local neighborhoods. For many Realtors, this kind of expertise is extremely important to their clients and extends beyond a series of initials after the name. For others, the designations prove helpful in understanding certain areas of the real estate industry.

"I think experience and results are the selling features today," said Jackie Cockreham of RE/MAX Today, who is designated a Certified Residential Specialist (CRS) and also has a Graduate Realtor Institute (GRI) designation. "People just want someone reputable to help them sell their home."

Having been in the business for 17 years, Cockreham said she uses the designations on her business cards and résumé but doesn't know how many people pay attention to the initials. "I also doubt that many consumers know the difference between a Realtor and another real estate agent."

Realtor John Leslie views the designation of Realtor as an important title to promote for its reliance on a code of ethics that is the standard in the industry. He believes that all too often real estate agents are viewed with some skepticism and fall into that category along with insurance agents and lawyers.

"Acknowledging our status as a Realtor is our effort to change that perception. More promotion and community involvement is really necessary to get the public to notice and give our profession more respectability," Leslie said.

Realtor Francine Nelson, a Broker/Owner of Realty World RESA, believes the two designations she's earned have given her more information about her business. In addition to a Graduate Realtor Institute (GRI) designation, Nelson received her Certified Mediator designation last year that she said gave her vital information for negotiating contracts.

"There is no question in my mind that continuing education must be pursued in an effort to add value to my services and to meet my clients' needs," Nelson said. "I will continue my professional development, taking all of the courses I can to ensure that I provide my clients with the best possible services as a Real Estate Broker."

To help members remain up-to-date on relevant trends and sharpen their skills, the National Association of Realtors and its institutes, societies and councils offer 18 advanced-education designation and certification programs tailored to virtually every real estate specialty. While other designations exist, only these 18 carry an official endorsement. They provide a wide-ranging menu of programs and services that assist members in increasing skills, productivity and knowledge.

Many association members hold at least one professional designation, with the most popular being the Graduate Realtor Institute (GRI), the Accredited Buyer Representative (ABR) and the Certified Residential Specialist (CRS).

The Graduate Realtor Institute provides a solid base of information for realtors who specialize in residential real estate. The Accredited Buyer Representative focuses on Realtors who work with buyers and focuses on all aspects of buyer representation. The Certified Residential Specialist is a designation awarded to experienced Realtors who receive training in listing and selling.

There is even a new training program recently introduced by the National Association of Realtors called e-PRO that provides Internet training. The course is presented entirely online to certify real estate agents and brokers as Internet Professionals.

According to National Association of Realtors President Cathy Whatley, home buyers and sellers expect a high level of professional expertise from their real estate practitioners and the association's family of designations assures them that the agent of choice has had specialized professional training.

At the local level, Realtors can take advantage of an array of continuing-education classes through Silicon Valley Association of Realtors on a variety of topics such as ethics, multicultural training and property inspection. Recent course offerings included "Investment Property Analysis," "Environmental Concerns, Construction Overview and Land Use" and "Real Property, Tax and Exchanging." As well, all real estate professionals designated as Realtors are mandated to successfully complete a three-hour ethics course as part of the National Association of Realtors requirement.

"Whether a Realtor has a specific designation or not, the title of Realtor denotes a high level of professionalism combined with a strong commitment to a code of ethics that is the hallmark of our industry," said Silicon Valley Association of Realtors President Judy Jarvis Ellis of Alain Pinel Realtors in Palo Alto. "Our members are dedicated to enhancing their professionalism by participating in a variety of educational and networking opportunities offered through our association. Their commitment is reflected in the high level of service Realtors provide to their clients."