Listen to this articleProfessional designations—those letters that appear after someone’s name—are often associated with healthcare or financial services. However, they play a vital role across many industries, including real estate. As a corporate real estate broker, I display three designations after my name, each representing a significant commitment to learning and professional development. Earning these designations took time, dedication and ongoing education. While professionals with designations understand their value, the real question is: What do these credentials mean to clients and customers, and why should they matter?
In my case, my experience as a commercial building owner has given me unique insights into real estate transactions. This expertise helps me better serve tenants because I understand the motivations, challenges and responsibilities of building ownership. Designations provide similar benefits: they equip professionals with knowledge, skills and insights that wouldn’t otherwise be part of their toolbox. Each designation requires a rigorous education process—often with exams and continuing education requirements. This training allows professionals to learn from the experiences of others, rather than risking mistakes with clients and customers.
Designations lend credibility, particularly in fields where trust is paramount, such as real estate, finance, law and healthcare. People are more likely to trust professionals who have invested time and effort into specialized training, showing a commitment to excellence. A designation can provide a competitive advantage, increase earning potential, and expand career opportunities.
I recently played a leading role in developing a new designation for the Commercial Industrial Brokers Society (CIBS), a 32-year-old trade organization. This one-year program includes eight sessions covering essential topics such as ethics, land use and governmental affairs. Being a CIBS member reflects a commitment to higher standards within our industry, and achieving the CIBS designation further recognizes dedication to excellence and professional growth. Professionals who earn the CIBS designation can display it proudly on business cards, letterhead and social media, representing a new standard within the real estate brokerage community. The CIBS designation also supports industry standardization, helping companies gauge the qualifications and expertise of potential vendors more easily. With professional and ethical oversight by the awarding body, clients can trust that designees uphold high standards.
To be clear, having a designation doesn’t necessarily mean that non-designated professionals are less capable or unqualified. However, working with a professional who has earned a designation reduces the risk and provides a level of assurance. A third party has already vetted these individuals, affirming their capabilities through a standardized process. It’s like a five-star rating on a consumer platform; it doesn’t guarantee perfection, but it does signal a high level of quality and reliability.
For those who earn designations, the benefits go beyond enhanced credibility. They gain access to education and networking opportunities with like-minded professionals, and often become thought leaders, panelists and policy influencers within their industries.
Consider this scenario in my own industry: Imagine you’re renting 10,000 square feet of space at $30 per square foot over a 10-year term. That’s a $3 million investment. Scale that up to 75,000 square feet, and you’re looking at $22.5 million. For such significant financial decisions, would you want anyone but the most qualified experts representing your company’s interests? Professional designations are critical because they signify trust, expertise and an ongoing commitment to quality. They elevate career prospects, improve earning potential, and inspire confidence among clients, employers and colleagues.
David Pennetta, SIOR, CIBS, LEED GA; is executive managing director of the Long Island office of Cushman & Wakefield in Melville; and co-president of the Commercial Industrial Brokers Society.
