When financial and economic times get tough, we concentrate on what value our associations bring to our members. For some, the value proposition is ongoing, drives their strategic thinking, and factors in today’s economy as just another part of the mix. But for many of us, we were caught in a wave of new members, higher membership retention rates, and an eagerness to raise our budgets to match the new revenues. Life was too easy, and for many years, we did not have to face our relevancy.
In my outreach visits, I am increasingly finding that associations and their members are caught up in the whirlwind of social media. There are networking sites for just about any business, hobby, or game—you name it. And it can be fun, but Facebook, LinkedIn, MySpace, Twitter, and many more allow anyone to post about everyone . . . and they’re not always saying nice things. Your association and members may be the subject of posts by fellow members, clients, or even strangers, and never know it.
Associations everywhere are talking about value propositions and how important it is to have a good one. But what does that really mean?
Essentially, a value proposition is the statement of the tangible things your association offers in return for membership dues.
Clearly defining the association’s value proposition, or redefining it in terms of today’s challenges, is a high priority for the association strategic planning groups I’ve observed out in the field. Yet, most association staff and volunteers struggle to identify a clear value proposition.
The search for a new CEO always starts with a long wish list of characteristics, usually paired with the caveat “There is no way anyone could meet these requirements, but this is what we want to see in the candidates you bring us.” We hear this statement all the time from the association boards of -directors we work with to locate a new CEO.
At first, their wish list of CEO characteristics is long. But as the search progresses, the same four or five key criteria always move to the top.
Why REALTOR® associations should publish their own real estate news.
People don’t rely on national weather reports to plan a day outdoors, so why should they rely on national statistics to plan their home purchase or sale? This is the point the Massachusetts Association of REALTORS® makes on its consumer-focused Web site, www.marealtor.com, underscoring their message, “Real estate, like the weather, is local.”
Offer members business-building value
At a time when REALTORS® are weighing the benefits of staying in the business, you’re more likely to hear this question: What do I get for my dues dollars? Here are 22 great benefits to promote to your members.
By Alice Martin and Carolyn Schwaar
The art of value.
By Gary Clayton, AEC Chair
Briefing: Realtor® association news, events, people, and programs.
By Carolyn Schwaar
From the Field
Why you need a value proposition.
By Alice Martin
When Carol Van Gorp, RCE, CAE, CIPS, e-pro, CEO of the Columbia Board of REALTORS®, Mo., launched her blog in December, she said she’d give it a few weeks to see how it went. Four months later, it’s still going and filled with her observations, explanations, and analyses of association activities and local market happenings.
Boards and Blogs
At least a dozen REALTOR® associations with blogs believe the medium will help build a more informed, connected, and engaged membership. It may be too early to tell, though, whether REALTOR® association blogs can deliver on that promise.
8 Great REALTOR® Association Blogs
Learn who’s blogging, why, and what they’ve learned in these informative snapshots.
Chair Report: The Art of Engagement.
By Gary Clayton, AEC Chair
After the devastation of Hurricane Katrina in 2005, many communities in Louisiana found themselves taking a good, hard look at how they would rebuild and grow.
A nonprofit planning firm in Louisiana, the Center for Planning Excellence (CPEX), proposed developing model growth-management guide to help Louisiana communities encourage development that revitalizes neighborhoods, protects farmland and open space, keeps housing affordable, and provides predictable future development.
Of course, motivating members challenges your time and your talents. The good news is that resources are available that allow you to maximize both. And from my 11 years as a professional standards administrator, I’ve found education and creativity to be key tools.