Sometimes, the best business opportunities start with a simple question.
That was true for a client who reached out to her REALTOR® with a problem. She was frustrated with where her retirement funds were being held and wanted a custodian that better fit her goals, including the ability to diversify her portfolio with real estate. She trusted her REALTOR®, so she turned to her for guidance.
When the REALTOR® got the call, she saw a chance to help her client find the right financial partner. The client needed a Self-Directed IRA custodian, which would let her use eligible retirement funds to invest in alternative assets such as real estate.
That's when her NAR member benefit came into play.
Knowing Your IRAR Benefit
The REALTOR® already knew about Self-Directed IRAs because she was familiar with IRAR Trust Company, a REALTOR Benefits® Program partner that provides self-directed retirement account services.
After a quick visit to the partner's webpage, she accessed IRAR's Beyond the Sale: Leveraging IRAs to Grow Your Real Estate Business marketing guide. This free resource gave her a deeper understanding of Self-Directed IRAs and ideas for raising the topic on her next client follow-up call.
The guide also came with a free recording. It explained how she could pass her REALTOR Benefits® Program discount on to her client when opening a new account.
Now she had more than a company to recommend. She had educational resources, helpful tools, and a benefit that adds value for both her business and her client.
To move the conversation forward, the REALTOR® introduced her client to the IRAR team. The client got guidance on next steps from IRAR, while the REALTOR® stayed focused on what she does best: being a trusted resource.
And that REALTOR® was Fran Villarmia-Kahawai.
"As a small broker in Hawaii, I've had a wonderful experience partnering with IRAR Trust Company. They are an outstanding company, professional, friendly, and committed to exceptional customer service. One of the biggest benefits has been the savings they provide. I was able to pass those savings on to one of my clients, and she gets the same great offer that I get. It's a win-win for both my business and my customers.
If you're looking for a way to save your clients money while strengthening your customer relationships through added value and excellent service, I highly recommend IRAR."
— Fran Villarmia-Kahawai, REALTOR®, CRB, CRS, GRI, MRP | Principal Broker, Lifehouse Realty | Aiea, HI
This Is the REALTOR® Difference
Fran's experience shows what can happen when REALTORS® go beyond the transaction. She didn't need to be a retirement account expert. She recognized her client's need, knew where to find helpful resources, and took the extra steps to connect her client with the right partner.
That extra effort matters.
Clients remember the professionals who keep being a resource after the transaction is over. Those relationships can lead to repeat business, referrals, and stronger connections within your sphere.
You Can Start the Conversation, Too
Fran's story shows an opportunity open to every NAR member. You may already have clients in your CRM who would appreciate a simple check-in with this information. According to NAR's 2026 Member Profile, 28% of the typical REALTOR®'s business came from repeat clients and customers, and another 22% came from past client and customer referrals.
Ask clients whether they're familiar with using Self-Directed IRAs for their next real estate deal. Whatever the answer, they may appreciate your knowledge and willingness to share helpful information. That can strengthen the relationship and even lead to a referral within their network.
Your role here is educational, not advisory. You don't need to be a financial expert, and you shouldn't give financial, tax, or investment advice. You're simply starting a conversation and pointing clients to qualified professionals. The guide makes that easy. It covers Self-Directed IRA fundamentals, potential client profiles, marketing ideas, checklists, educational resources, and client-facing tools you can use with your clients.
If questions come up, your REALTOR Benefits® Program partner, IRAR Trust Company, can give your clients more information directly.
Fran used her REALTOR Benefits® Program partner, IRAR Trust Company, and its resources to help a client find a path forward. You can do the same.
Download the Beyond the Sale: Leveraging IRAs to Grow Your Real Estate Business Marketing Guide & Recording Bundle on the REALTOR® Store. Explore the tools inside and see how a simple client conversation can become another way to show the REALTOR® Difference and grow your business.
