The Massachusetts Association of REALTORS®’ 2012 member research study held a surprise: Most members who were in the business for just one to three years didn’t see themselves in real estate in five years. A career retention rate so low affects professionalism, customer service motivation, and even the future of the association.
MAR’s solution is the My Mentor Program. Each month, the newest members are pulled from the database and given the first of more than a year of monthly communications. “For 13 straight months, these new members receive information, tools, videos, and other resources to help them succeed in business and understand that the REALTOR® association is available to help,” says Eric Berman, the association’s communications director. There’s also a dedicated mentor Web page with all the information sent to them along their journey (mentor.marealtor.com).
And what’s a mentor program without an actual personal mentor? “Members of the mentor committee, along with leadership, will personally reach out to individuals upon request to help with specific problems,” says Berman. The program was launched in May and has reached more than 5,500 new members. “We have not received open rates as high (35 percent each month consistently) for any other program or communication to date.” For more information, contact Berman at 781-839-5507 or firstname.lastname@example.org.