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Tara Speaks About Why Sales Designations Are Important
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Tara Speaks, MIRM, MCSP
Venture Homes | Tara Speaks, MIRM, MCSP, with Venture Homes in Atlanta, is passionate about the benefits of designations and education. And she doesn’t mind telling everyone in the industry she knows about how important designations really are.
Speaks has been a member of the Institute of Residential Marketing since 2004, and in between selling homes and raising a family, she serves as a liaison to new MIRMs, fields questions for the “Ask A MIRM” informational feature on the NAHB Web site and pens columns for Sales + Marketing Ideas magazine.
Nation’s Building News caught her between breaths to ask her about the importance of designations, and in particular, her sales designations. Here is what she had to say:
NBN: What prompted you to get your designations?
I started my career in home building at Centex in 2001 and, at that time, upper management encouraged their sales employees to join the National Sales and Marketing Council and take IRM courses. That piqued my interest, and then a coworker and close friend who had taken IRM classes said great things about the courses and recommended them.
NBN: Have your designations benefited your career?
Absolutely! Through the classes and the networking, I’ve learned what has worked and not worked in all kinds of situations. The networking added real-life experience to the course materials.
The networking you do in these classes is unparalleled. You meet people in your industry who can provide additional experience and knowledge — and job opportunities. My most recent job came about through my involvement in IRM courses. My employer is a former IRM teacher and educator who is impressed with candidates who are willing to spend their own time to learn ― instead of just relying on workplace training.
Another great benefit, which I’ve found especially in my position now, is that the education courses offered really cover every aspect of the industry. There is something to gain from every course.
For example, my company is considering active adult housing, and because I’ve taken CAPS courses as part of my MCSP designation, I was able to recommend many of the books I used to help them research the opportunities. The CAPS courses helped my company and me.
That’s one example. I think I’ve used a bit of every course in all aspects of my career. It’s helped me to contribute productive and good information.
NBN: Many have said that the case study portion of earning a MIRM designation is the most intimidating part of the MIRM process. Do you agree?
Oh, definitely. A MIRM case study can be a 30-50 page document. The outline itself is probably 10 or 15 pages long, so a lot of people don’t think they have the resources to complete it and answer all the questions.
That’s where local workshops come in handy. Local SMCs (sales and marketing councils) form groups led by people who have completed their MIRM work and who help those working on their case studies.
The case study is very daunting at first. But looking back after having done one, tackling this requirement is easier than you might initially think, especially if you get help from those who have done case studies already. I participated in workshop conference calls, and they were of great benefit. The other participants motivated me to finish. The calls also helped our local get together and help each other.
NBN: As the liaison to new MIRMs, what’s your advice for people who have just received their designation? What’s their next step?
Once I got the designation, I remember thinking, “Now what?” So I encourage new MIRMS to sign up for a committee, or at least partake in a committee’s conference calls, participate and give feedback.
A lot of people don’t know about committees, their local board or that we meet three times a year to discuss education and other beneficial topics. You don’t have to be a board member or an instructor to participate. Just get involved. Your participation is also something worthwhile to put on your resume.
Being on committees isn’t time-consuming, and you don’t have to spend money on travel if you don’t want to, you can do the conference calls. You can also provide feedback for “Ask An Expert,” which requires little time.
NBN: Do people ask you what your designations mean when they see those letters after your name?
Yes. I put my designations on my business card and in my e-mail signature, and people ask. Recently, while talking with one of our lenders, she recognized the MIRM designation and told me she was getting hers, too.
I’ve gotten questions about MIRM from people in my company who aren’t familiar with it. So I think it’s important that people publicize it and put it on their cards.
NBN: Why do you encourage others to get designations?
Because designations are so beneficial to your career. Being involved with the council and taking the courses, you just get so much from them that will benefit your professional life. You learn so much from the instructors, the people you meet in the classes and the classes themselves, and you can apply it all immediately to your work.
 Subscribe to Sales + Marketing Ideas Magazine for Cutting-Edge Information
For additional cutting-edge sales and marketing information, subscribe to NAHB’s Sales + Marketing Ideas Magazine (www.smimagazine.com).
Click here to learn about membership benefits of the National Sales and Marketing Council and the Institute of Residential Marketing.
 Earn Valuable Sales and Marketing Designations Through IRM Programs
The Institute of Residential Marketing (IRM) offers four designation programs for sales and marketing professionals:
- The MIRM and CMP designation programs for new home marketing professionals
- The CSP and MCSP designation programs for new home sales professionals
For more information on these designation programs, click here.
Ask an Expert
You also can ask designation holders questions about obtaining a designation, specific courses, case studies and more. "Ask An Expert" is available on the NAHB Web site by clicking here.
 Bill Webb, MIRM, Shows You How to Strengthen Your Selling Game
Bill Webb, MIRM, shows you how to strengthen your selling game in “Sweet Success in New Home Sales,” available through BuilderBooks.com. This book provides powerful techniques for selling more homes and making more money while enjoying your professional life.
To view or purchase this publication online, click here, or call 800-223-2665.
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