What is a primary duty to clients and customers under the Code of Ethics?

The primary duty to clients and customers under the Code of Ethics is to act with integrity and honesty. This principle is foundational to maintaining trust between real estate professionals and their clients. When agents demonstrate integrity and honesty, they uphold the highest standards of ethical conduct, ensuring that their actions are transparent and in the best interest of their clients. This fosters trust and promotes a positive experience in real estate transactions.

In many professions, including real estate, ethical conduct is critical for sustaining long-term relationships with clients, which can lead to repeat business and referrals. Acting with integrity means providing accurate information, disclosing all relevant facts, and ensuring that clients are fully informed about the process and decisions involved in their transactions.

The other options fail to represent the ethical obligations that real estate professionals have. For instance, selling properties "at any cost" would conflict with the need for ethical behavior and could lead to consumers being misled or harmed. Prioritizing personal gain contradicts the foundational duty realtors have to prioritize the interests of their clients. Minimizing client interaction undermines the professional's ability to effectively serve and advocate for their clients’ needs.