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Small Association Consumer Outreach Strategic Plan Template

Objective 1

Be the “Voice for Real Estate” and promote market statistics and/or real estate trends and issues and their impact on consumers.

Possible Action Plans

  1. Highlight local, state or national real estate data in a news release or through direct outreach to local reporters (e.g., release MLS or local market statistics, Realtor® Property Resource data, NAR research reports, local/state analysis of NAR statistics, etc.) through press releases, interviews, etc.
    Find NAR’s news releases at www.realtor.org/news-releases and the schedule for economic releases at http://www.realtor.org/for-the-media/2014-nar-statistical-news-release-s....
  2. Arrange interviews with association leadership to provide context to local real estate data or issues. Use NAR’s media talking points to help prepare leaders for their interviews, (www.realtor.org//talking-points).
  3. Embed the free Real Estate Today radio audio player to your association website so consumers can hear the show digitally each week (www.RETRadio.com).
  4. Add the free REALTOR® Content Resource widget to your association website to stream original homeownership content from HouseLogic.com, NAR’s award-winning homeownership site (http://members.houselogic.com/start/).

Objective 2

Enhance community involvement to promote the value proposition of using a REALTOR® and/or engage in community activities that enhance the image of REALTORS®.

Possible Action Plans

  1. Put a digital ad banner from NAR’s Consumer Advertising Campaign on your association’s website. Advertising materials can be found at www.realtor.org/consumer-advertising-campaign.
  2. Reach out to reporters to suggest stories that demonstrate members’ value to home buyers and sellers, small business owners, retailers and other commercial businesses. Three timely story ideas for media pitching are posted each month at www.realtor.org/for-the-media/real-estate-story-ideas. 
  3. Reach out to local newspapers or websites and offer free content for a regular real-estate related guest column. A timely fill-in-the-blank article is available each month at www.realtor.org/ae/share-and-promote/real-estate-facts.

Objective 3

Boost consumer advocacy efforts and engage the public in legislative/political issues that impact homeownership, real estate investment and related issues.

Possible Action Plans

  1. A. Apply for an NAR Issues Mobilization grant (http://www.realtoractioncenter.com/for-associations/issues-mob/).
  2. B. Submit an op-ed or letter to the editor of the local newspaper addressing the issue at hand. NAR’s most recently submitted and published op-eds and letters to the editor are available at http://www.realtor.org/for-the-media/op-eds-and-letters-to-the-editor.
  3. Mobilize members to ask their clients and customers to contact their local representative about an issue.

Objective 4

Heighten community investment through organizing human resources (i.e., assisting in a Habitat for Humanity build, etc.) or fundraising for the benefit of local charitable/community organizations.

Possible Action Plans

  1. Apply for an NAR Housing Opportunity grant (www.realtor.org/articles/nar-offers-community-program-grants-to-associat...).
  2. Apply for a REALTOR® Party Community Outreach grant for a Better Block or Placemaking project (www.realtoractioncenter.com/for-associations/smartgrowth/)
  3. Encourage local leadership and membership to be involved in another community organization and promote that to REALTORS®.