Knowing how to effectively utilize the consumer guide in real estate can aid sales professionals in earning trust, establishing credibility and minimizing obstacles during the transaction process.
The guide outlines what the consumer guide is, why it matters, how to present it confidently to buyers and sellers and how it can help sales professionals strengthen their approach.
What is the consumer guide in real estate?
The Consumer Guide to Agency Relationships, commonly known as the consumer guide, is a document in the real estate industry that explains how agents and brokers work on behalf of their clients. This is a mandatory document in several states in the US, including Ohio and other states that oversee agency relationships.
The document explains the types of agency roles available, such as buyer’s agent, seller’s agent and dual agency. It also outlines the responsibilities of each party involved and the rights of the consumer when working with a licensed real estate professional.
In real estate transactions, although the consumer guide does not require a client to choose a specific agent, it should be introduced and acknowledged early on in the relationship, usually before any confidential discussions take place.
According to NVAR’s 2024 “Why Buyers’ Agents Are Important” webinar, your primary role as an agent is to protect your client’s interests. Framing the guide in this context helps set a professional, transparent tone from the beginning.
Why the consumer guide matters in real estate
In real estate, the consumer guide plays a strategic role. When used effectively, it offers three clear benefits:
It creates clarity. The guide clearly explains agency responsibilities, such as buyer’s agent, seller’s agent or dual agent, to ensure everyone is aware of who is representing whom. Eliminating any confusion early on sets realistic expectations and enables real estate professionals to recognize any potential conflicts or discrepancies before they become larger issues.
It builds credibility. By proactively providing the consumer guide demonstrates a strong commitment to compliance while acknowledging your client’s autonomy in making informed choices. Furthermore, exhibiting professionalism can set you apart in a competitive real estate market and establish a foundation of trust from the outset.
It ensures compliance. The consumer guide is mandatory in several states in the US, such as Ohio and must be provided before any meaningful discussions can occur. Presenting it at the right time ensures compliance with state regulations and industry standards, protecting your license and credibility.
Note: As reported in NAR’s 2024 Profile of Home Buyers and Sellers, 77% of repeat buyers and 67% of first-time buyers only interviewed one agent before deciding. Highlighting the importance of the initial meeting and the potential for an agent to stand out through the use of a consumer guide
When managed effectively, the consumer guide becomes a valuable asset that enhances your sales process. It provides a straightforward and impactful way to improve client relationships and drive successful real estate transactions.
When and how to present the consumer guide
When engaging with clients in real estate, the timing and the delivery of the consumer guide to agency relationships are crucial. Ideally, introduce the guide during the initial consultation or first meeting with potential buyers or sellers, such as during the first sales call or sales meeting.
As mentioned in the Ohio Division of Real Estate & Professional Licensing, agents must provide this early in the process. It isn’t advisable to wait until the paperwork stage or include it with other closing documents, as it may seem like an insignificant addition.
Instead of simply presenting the guide, incorporate it into your discussion about the real estate process and your role as an agent. A clear and confident explanation of the guide’s contents will foster trust and demonstrate your commitment to ethical practices.
Key sections in the real estate consumer guide
The consumer guide typically includes key sections that explain the stages of the real estate transaction process. These sections can be summarized as follows:
Section | What it Covers |
Types of agency | Defines buyer’s agent, seller’s agent, dual agency and sub-agency. It also explains the implications of each type of agency on the transaction process, helping consumers understand their options and potential conflicts of interest. |
Duties of the agent | Outlines fiduciary duties such as loyalty, disclosure, confidentiality and accountability. Additionally, it highlights the agent’s responsibility to act in the client’s best interest and provide guidance throughout the transaction. |
Consumer rights | Explains the client’s right to choose representation and understand agreements. It also informs consumers about their right to be informed about the transaction’s progress and any material facts that could affect their decision. |
Acknowledgment | Requires a signature or initials to confirm the document was presented and explained. This section serves as a record that the consumer has been educated on their rights and the agent’s obligations, promoting transparency and accountability. |
Understanding these sections is crucial for real estate agents to explain them clearly and confidently to consumers.
Common missteps when presenting the consumer guide in real estate
While the consumer guide is typically seen as a standard formality, approaching it as just another piece of paperwork can lead to missed opportunities or compliance issues.
To maximize its benefits, real estate professionals must avoid common pitfalls when presenting the guide to buyers and sellers. Instead, take a few minutes to review the important points and encourage the client to ask any questions.
Waiting until after personal information has been shared or contracts have been discussed can create legal and ethical concerns. In most states, you must tell the client about the guide right away, during your first conversation with the client.
Failing to address client questions or hesitating to clarify complex topics such as dual agency or fiduciary duties in a real estate transaction can damage trust. Be prepared with clear and unbiased responses that demonstrate your professionalism as a real estate agent.
When used properly, the guide becomes more than just a form – it establishes the foundation for an open and honest working relationship.
Note: Although real estate complaints weren’t among the top 10 consumer issues in 2024, the Consumer Federation of America noted that home-related concerns, like disputes with homeowners associations, still received an honorable mention – suggesting that being clear and giving early advice can help prevent problems from getting worse.
Turning compliance into a competitive advantage
The consumer guide is a sales asset when it comes to real estate. Top agents use it to establish authority, demonstrate professionalism and differentiate themselves early in the sales cycle.
Explaining the guide clearly and confidently shows that you’re a trusted advisor, creating a clear and honest relationship. It also sets clear expectations from the start and lowers the chance of problems later on.
The guide adds value by helping build a better connection, speeding up the sales process and increasing the likelihood of repeat and referral business.
Crucial steps for working effectively with real estate attorney
Engage early: Hire your attorney before signing any major documents, including the initial purchase agreement or offer, to ensure protective clauses are included.
Provide all documentation: Submit all relevant paperwork (offers, disclosures, inspection reports, title commitments) promptly and completely.
Understand role: Recognize that their primary function is to protect your legal interests and mitigate risk, not to negotiate price (unless specifically agreed upon).
Communicate clearly: Prepare a list of specific questions regarding contract contingencies, closing costs or title concerns before meetings or calls.
Trust the process: Follow their instructions regarding deadlines, escrow deposits and document review, as they are guiding the transaction through legal requirements.
How Pipedrive helps with agency compliance
To establish trust and safeguard your real estate business, it is crucial to disclose agency information.
Pipedrive offers a solution for agents and teams to handle these obligations effectively, incorporating compliance into their daily sales procedures with organization and transparency.
Utilizing a workflow based on a pipeline management system allows agents to monitor the progress of each lead, including when the consumer guide has been shared and acknowledged.
Using custom fields allows for simple recording of agency types, identifying dual representations and indicating when follow-up is required for disclosures.
Pipedrive offers a secure structure for ensuring compliance. It allows agents to document all communication and keep a detailed log of interactions, which is crucial for being prepared for audits and minimizing risks. The inclusion of reminders ensures that important tasks are not overlooked, even in situations with a large volume of activity or rapid progress.
Features like scheduling activities and tracking goals help make sales reports more accurate for deals. When every step is recorded in one place, agents can easily show they follow the rules, spot missing steps and spend more time building client relationships rather than handling paperwork.
9 strategies to leverage consumer guides in real estate for SMBs
Consumer guides help real estate SMBs attract, educate and convert clients by turning complex property information into easy-to-understand resources.
These guides position your business as an advisor, helping potential buyers or sellers make informed decisions while subtly showcasing your expertise.
Here’s how to strategically leverage consumer guides to boost visibility, trust and conversions in your real estate business.
1. Use consumer guides as trust anchors on your website
Placing consumer guides prominently on your website immediately establishes your firm as credible and client-focused.
When prospects visit your site, they’re assessing properties and your trustworthiness. Offering downloadable or interactive guides upfront provides immediate value, answers key questions and signals transparency.
This transparency boosts confidence in your expertise and encourages engagement with your listings.
Example: A real estate SMB could feature a “first-time homebuyer” guide on the homepage. Visitors can download it after entering their email, giving your team a warm lead while they get practical, actionable advice.
For instance, take a look at the USA mortgage website:
The page prominently features consumer guides to immediately capture leads and demonstrate the company’s expertise and transparency to prospective clients.
Here are some tips for placing guides effectively:
Feature guides on high-traffic pages. Add them to your homepage, property listings and search results pages where leads and prospects are most likely to see them.
Use pop-ups or slide-ins strategically. Trigger guide prompts when visitors show intent, like scrolling halfway down a listing or spending time on a financing page.
Create a dedicated content hub. Host all guides in an easy-to-navigate section, organized by topic or audience, so visitors can quickly find the content relevant to them.
Strategically placing guides throughout your website turns valuable content into a powerful tool for building trust, capturing leads and guiding prospects toward conversion.
2. Include guides in automated follow-ups
Automating guide delivery engages and informs prospects without adding extra work for your team.
By sending tailored guides after an inquiry or specific interaction, you provide timely, relevant information that nurtures interest.
[CTA: Follow-up templates]
Example: After a buyer fills out a property interest form or attends an open house, an automated email can deliver a “step-by-step homebuying” guide. The guide answers their most pressing questions and reinforces your expertise.
Here’s an excerpt of an email from Realty Austin that features content specific to a client’s inquiry:
This follow-up email includes market-relevant guides and links, helping prospects get answers quickly while keeping the team’s workload minimal.
Take a look at some of these tips for using guides in automated follow-ups:
Segment your audience by interest or stage. Deliver different guides to first-time buyers, investors or sellers to ensure relevance.
Time your emails strategically. Send guides shortly after an inquiry, form submission or property viewing to maintain momentum.
Include clear calls-to-action. Encourage the next step, such as scheduling a consultation, visiting a listing or downloading another guide.
Pipedrive makes it easy to automate guide delivery. Set up workflow automations that trigger guide emails based on specific actions. For example, filling out a property interest form, attending an open house or moving to a new stage in your pipeline.
Here’s an example of an automated sequence in Pipedrive:
You can also segment audience groups to send the most relevant guides and messaging to the right people.
Pipedrive in action: Raincatcher, a US-based M&A advisory firm, used Pipedrive’s automations to route leads, manage multiple pipelines and cut 30 hours of manual work each week.
As a result, the company more than doubled its deal pipeline value, from roughly $100 million to over $200 million, in 18 months – all without increasing team size.
3. Turn guides into social proof tools
Embedding client testimonials, quotes or success stories in your guides instantly boosts credibility and shows real-world value.
Prospects trust experiences from other buyers or sellers more than marketing copy alone. These stories make your guides feel authentic and actionable.
Example: Include a sidebar in your “selling your home” guide with a quote from a recent client, like: “Thanks to [your name], our house sold in just two weeks above the asking price. The guide helped us understand every step of the process.”
Take a look at this example from Partner Real Estate in California:
This client testimonial highlights real results, showing prospects the tangible benefits of working with the business.
Here are some tips for using guides as social proof tools:
Feature diverse voices. Include quotes from buyers, sellers and investors to resonate with different audiences.
Use short, impactful testimonials. Keep stories concise so they’re easy to read and highlight specific outcomes.
Highlight measurable results. Show clear benefits – like faster real estate sales, higher offers or smoother transactions – to establish credibility.
Incorporating social proof into your guides turns them into persuasive marketing tools. The proof builds trust, reinforces authority and encourages prospects to take the next step with your team.
4. Reuse guide content in newsletters and social media
Breaking guides into digestible snippets lets you educate prospects, nurture leads and extend the lifespan of your content without creating new material from scratch.
Repurposing content across newsletters and social media channels also keeps your audience engaged and positions your firm as a consistent source of valuable insights.
Example: Turn a section from a “homebuying timeline” guide into an Instagram carousel highlighting the key steps, or create a LinkedIn post sharing three actionable tips for first-time buyers.
In either case, link each snippet back to the full guide, driving traffic to your website while reinforcing your expertise.
The post shares tips from a home-buying process guide, with detailed info in the comments.
This repurposed content allows the real estate agent to reach audiences across multiple channels, delivering key insights in bite-sized formats.
Consider these best practices when repurposing guides across channels:
Create short, actionable snippets. Pull key tips or insights from guides to use in email newsletters or social posts.
Adapt content for each platform. Turn a guide section into an Instagram carousel, LinkedIn article or email snippet to match audience needs and preferences.
Maintain consistent branding and messaging. Keep style, tone and calls-to-action consistent to reinforce credibility and recognition.
Repurpose guides strategically across newsletters and social media to maximize their value and strengthen your brand authority. Keep real estate prospects engaged throughout the buying journey by sharing educational content that drives them back to your website.
5. Showcase guides as proof of compliance and ethics
Highlighting your firm’s compliance with local or national real estate standards – like the National Association of Realtors (NAR) Code of Ethics or the Fair Housing Act – shows professionalism and strong ethics.
Sharing ethical practices also reassure prospects that your firm operates transparently.
Example: Add a section in your “seller” guide explaining how your firm provides accurate property disclosures and practices ethical marketing. Mention your commitment to the NAR Code of Ethics.
The Dulles Area Association of Realtors states its commitment to the NAR Code of Ethics on its website:
Including this compliance and ethics information reassures clients of the firm’s transparency, building trust and reinforcing professional credibility.
Research from CCPC found that 78% of buyers agree that if consumers ask a question about a property, the estate agent should be obliged to identify and disclose the information to other buyers.
By being transparent, real estate companies can build stronger relationships with buyers and develop an honest reputation.
Follow these suggestions to show clients that your firm operates ethically.
Be upfront about standards. Clearly explain which local or national regulations your firm follows and why they matter to clients.
Provide practical context. Show how compliance affects real-world transactions, such as timely disclosures, fair negotiations or conflict-of-interest handling.
Highlight ethical success stories. Include brief examples where your firm’s ethical practices helped clients avoid pitfalls or achieve better outcomes.
Framing guides as proof of compliance and ethical standards strengthens your reputation. The process also builds client confidence and differentiates your firm in a competitive real estate market.
6. Use guide insights to optimize listings and consultations
Tracking your most viewed and downloaded sections helps uncover pain points, priorities and preferences, allowing you to tailor services to address client needs more effectively.
Example: If your “first-time buyer” guide shows heavy engagement with financing and mortgage sections, you might highlight financing options more prominently in your listings or prepare additional talking points for consultations.
Use these strategies to make the most of your guide data:
Track engagement metrics in dashboards. Use sales dashboards to monitor downloads, clicks and time spent on each guide section. This visual insight helps you see what resonates most.
Refine listings based on insights. Highlight features, amenities or benefits that align with client interests.
Enhance consultations and FAQs. Use the most-viewed guide topics to inform sales call scripts, discussion points and answers to common questions.
Using a customer relationship management (CRM) platform like Pipedrive to monitor engagement metrics makes it easy to visualize key data at a glance, customize reports to your team’s goals and spot engagement trends quickly.
You can track which guides and topics attract the most attention without manually compiling data, helping you make faster, insight-driven decisions.
Using insights from consumer guides to shape your listings and client interactions ensures you provide relevant information to potential buyers. Doing so also helps you address client concerns proactively and increases the likelihood of converting prospects into buyers.
By automating admin tasks and improving visibility across deals, the team streamlined communication, shortened sales cycles and scaled operations efficiently.
7. Convert guides into short educational videos
Turning guides into short videos allows you to explain complex concepts clearly and visually, capturing attention quickly and providing prospects with another way to interact with your content.
Videos also build trust and authority by putting a human face to your expertise, making your guidance feel more personal and credible.
Example: Take a section from a “homebuying timeline” guide and create a 60-second how-to guide that walks viewers through each step of the process.
Post it on Instagram Reels and YouTube Shorts, or embed it directly on a property listing page to increase engagement.
Here’s how to make the most of your guide content in video format:
Keep videos short and focused. Break guides into 30–90 second clips that cover one concept at a time.
Use clear visuals and captions. Highlight key points with graphics, text overlays or animations to make content easy to follow.
Include calls-to-action. Direct viewers to download the full guide, schedule a consultation or visit a listing for more details.
Converting guides into videos expands the ways prospects can consume your content, allowing them to access it in a more engaging format. You strengthen your authority and help your real estate firm connect with a wider audience.
8. Feature guides during client onboarding
Providing resources early lets you set expectations and reduces confusion.
As a result, clients feel more confident and supported throughout the buying process. This support leads to smoother transactions, fewer repetitive questions and a stronger professional relationship that can drive referrals.
Example: Use a CRM system to automatically send a “what to expect during closing” guide when a deal moves to the negotiation stage.
Here’s how automated guide delivery might look in Pipedrive’s real estate CRM:
Using this automation during onboarding ensures clients have the right information at the right time, providing a more personalized experience.
Here are some ways to make the most of guides during onboarding:
Include guides in consultations. Give physical or digital copies during first meetings so clients have immediate reference material.
Add guides to digital welcome packets. Include essential guides in emails or client portals to ensure customers have all key information upfront.
Automate delivery for key stages. Trigger emails based on pipeline movement in your CRM, such as moving from “offer accepted” to “inspection” or “closing”.
Educating clients with guides during onboarding means you’ll receive fewer repetitive questions so your team can spend more time on providing a smoother client experience.
9. Analyze guide engagement to improve sales enablement
Reviewing metrics like downloads, page views and clicks helps you identify which topics resonate most with your customers.
Understanding what works will help you equip your listing agents with the knowledge to engage with prospects more effectively.
Example: Use a CRM like Pipedrive to track which guides prospects engage with most. If a buyer frequently views sections about financing or closing timelines, your agents can proactively address those areas in consultations, emails or calls.
Pipedrive helps real estate teams track customer behavior and preferences, revealing which topics, questions or property types matter most.
With this insight, your sales team can tailor conversations, highlight the most relevant information and guide clients through the buying or selling process more effectively.
Here’s an example of tracking client preferences in a custom sales pipeline:
Final thoughts
The consumer guide serves a greater purpose than being a set of documents. It is a strategic instrument that helps establish the foundation of the client relationship. When properly utilized, it fosters trust, minimizes risk and strengthens a professional’s reputation.
Salespeople who are clear and follow rules don’t just close deals, they earn lasting loyalty. In a market where trust and speed matter, that becomes a true competitive advantage.
