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REALTOR® ASSOCIATION EXECUTIVE
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| Attracting Young Volunteers Association survival means embracing young practitioners. Why, you wonder, aren't young people flocking to the doors of local and state associations and participating in state and national association events? You won't like the answer. One twentysomething practitioner describes real estate associations as old wine in new bottles. Such views raise an alarm among association executives who are contemplating their associations’ futures and struggling with how to make their services and programs relevant to a new group of young, technosavvy, independent-minded professionals. “They're our future, our survival,” says Claire E. Shahzad, association executive of the Northeast Tarrant County Board of REALTORS®, Bedford, Texas. "If we don't have this new generation involved, there won't be boards of REALTORS®." Hiding the red carpet Apparently, the real estate industry doesn't always roll out the welcome mat for young practitioners new to the business. “No one really wants to sit down and talk to you, because they're not making money that way. They [other practitioners] don't want to waste their time on you,” says Robert Kittler, a 22-year-old salesperson with Fowler Better Homes and Gardens, Longmont, Colo., who started selling real estate at age 19. Perhaps for young real estate professionals, getting “dissed” is part of the initiation process in to the industry, which is true of other professions as well. “When I first started in the business, I felt I had to work ten times harder than others and learn ten times as much because people saw I was young and automatically knew I was new to the business,” recalls Brian Heslin, a 28-year-old salesperson with Coldwell Banker Heritage Real Estate, Bethlehem, Pa. Likewise, Lisa Trummer, a sales manager with Tanner Real Estate Co., Alliance, Ohio, now 31, recalls how difficult she found the business when she entered it at 25: “It wasn't welcoming. I remember feeling scared and out of place, and I sensed a lack of respect from other practitioners.” It was so tough, she says, that if her parents hadn't been in the industry and if her father hadn't served as a mentor, she would probably have left the business. Shahzad admits that she's observed veteran practitioners discount the suggestions and ideas of young practitioners. “My father always said, 'I've never met anyone I couldn't learn from,’ and I try to live by that. I realize all our members have something valuable to offer, regardless of their age,” she says. If young practitioners don't get a warm welcome from older colleagues in the industry, it's an opportunity for their association to step in and welcome them, says Shahzad. But on a brighter note, not all younger practitioners report the same experience. Ribes Coleman, a salesperson with Ribes S. Brown, REALTORS®, Martinsville, Va., has received a warmer welcome from the industry, perhaps because he is a fourth-generation practitioner and grew up in the business. Although he just turned 30, he's already been president of his local association, Martinsville Henry County Association of REALTORS®. He helped spearhead the development and construction of its Web site and now sits on the association's board of directors. Coleman values his involvement in his association, believing that it provides a broader perspective on the industry and valuable contacts. Tools for attracting younger members Bumping up the level of technology know-how in your association and its education programs may go a long way in commanding more respect and participation from young practitioners. “Associations should be cutting edge, not also-rans playing catch-up,” says Gayle Carson of Carson Research Center, Miami, and a researcher of Generation X habits and ideology. Technology has been so thoroughly integrated into the lives and businesses of most young practitioners that it's almost silly to ask whether they embrace it. Says Heslin: “Technology doesn't intimidate me. I'm able to change along with the changes in computers and software.” Young practitioners question how much they can learn from industry vets who still rely on paper-based presentations and MLS books, especially when they hear dire predictions from real estate gurus along the lines of “those who don't embrace technology will be out of business in a couple of years.” Association technology education programs, seen as largely geared to novices, is another turnoff to technosavvy young practitioners. “There are these classes that help you become familiar with and proficient in the MLS system, but I can learn that myself. My time is better spent sitting at my computer and figuring it out on my own, rather than spending two or three hours in a class,” says Heslin. “That's why I don't attend those education classes. More high-tech stuff, like learning how to produce better flyers or use Top Producer, would be more useful to me.” Kittler agrees: “I'd like to see more in-depth classes in marketing on the Net and using the Web as a real business tool, rather than programs geared to getting people started online and showing them how to get to realtor.com." In an effort to serve both veterans and young technosavvy practitioners, Shahzad's board has devised a dual technology education program that covers the basics and offers high-tech training. In one week, for instance, the board offered Windows training and a hands-on Web design class. “We can't gear ourselves to just one group,” says Shahzad. “This is a totally new ball game, and the tightrope we're walking is really tight right now.” Shifting priorities, different commitments “I'll try real hard to give you a call--most likely tomorrow. I'll be honest, I'm skiing right now, and I'm a ski junkie! Ha-ha.” This is the exact text of an e-mail message from a twentysomething salesperson in response to an interview request for this story. Such an attitude often makes industry veterans question the commitment of younger practitioners and brings to mind the stereotype of a slacker generation. However, these young professionals argue that they're committed to making the most of their careers, but that they aren't willing to give up their personal lives and interests to devote themselves entirely to real estate. They say that their commitment to “having a life” makes them better at their jobs. Such views align with Carson's research. At the REALTORS® National Convention & Expo last November, she said of the younger generation: “They take a lot of pride in their work, and their follow-through qualities are excellent. But they're not workaholics. Their personal lives are just as important as their professional lives.” Even though the old guard may still be willing to devote long hours to association business, younger practitioners won't. Association executives may want to consider tweaking the way their programs and committees function so that they align more closely with the limited time commitment that young practitioners are willing to make to business-related volunteer work, notes Shahzad. Keep in mind that if an activity (luncheons, networking, or committee work) isn't perceived as something that'll benefit their personal business--as opposed to the industry at large--younger professionals aren't likely to participate. “Much of the traditional this-is-the-way-it’s-always-been view doesn't make sense to this group, and they see too much bureaucracy and hierarchy in organizations,” says Carson. “They want to be listened to and have their ideas put into action. “Associations must stop the cliques and eliminate the bureaucratic layers if they want to attract young professionals,” Carson adds. “Let them use their enthusiasm and energy on the issues that are important to them.” The Northeast Tarrant County Board has made some progress in creating a way for young practitioners to participate without making the commitment burdensome. Shahzad remembers the days when a committee would meet almost all day, spending part of the time chitchatting and several hours hashing out the details of 10 or 12 association issues. “Now we break down issues and assign the parts to committees and task forces, so there's a limited agenda--one or two items per meeting--to address,” she says. Her efforts have paid off: Sixty percent of the board of directors is under 30. Get smart with your marketing Marketing--making members aware of what's available--is another area in which associations could improve, according to the under-30 crowd. When asked what associations do for his business, Heslin says, “The NATIONAL ASSOCIATION OF REALTORS® has been running TV ads to better the image of REALTORS® nationwide, and that's certainly helpful. When I pay my dues, I get a real estate magazine from the Pennsylvania Association of REALTORS® and one from NAR. Beyond that, I'm not too familiar with the groups or the programs they have available" Shahzad has heard similar messages from her members and now goes to individual offices and gives presentations on her board and its programs, and talks to young practitioners one-on-one to learn their interests and expertise. When a task or issue comes up at the association that she thinks would interest them, she calls them directly to invite them to participate. It's apparently a wise move if you believe Kittler's somewhat ominous prediction for real estate associations that don't embrace change and don't serve the needs of its younger members: “If you didn't have to join an association, I think 80 percent of new hires wouldn't join,” he says. “If you don't join, you can't call yourself a REALTOR®, but being called that isn't a big thing for me. I work with a lot of people I know and get referrals from them when I do a good job. My title doesn't matter.” “The young generation will go where they get the most help and where they're appreciated,” says Shahzad. “If we don't provide the services and aren't flexible enough to meet young practitioners’ needs, they'll find it elsewhere by turning to the franchises or even by setting up their own groups.” Umlauf-Garneau is a Chicago-based freelance writer. Tear Down Generational Barriers Here are five ways you can draw the under-30 crowd to your association. 1. Mentoring programs: Consider making available some industry veterans to serve as sounding boards for younger practitioners moving up in the ranks. “There are plenty of long-term pros who are sympathetic to beginners, who have no hostility, and who are excited to teach novices willing to learn,” observes Gayle Carson, who has researched Gen Xers for her company, Carson Research Center, Miami. “Gen Xers don't want preaching, however; they want passion.” 2. High-tech training: Even though the under-30 crowd may constitute only a fraction of your membership right now, they're the future of your organization. Keep up on the latest technology developments (hardware and software) and bring in experts to conduct education programs targeted directly at the needs of these technosavvy members. 3. Targeted messages: Communicate through e-mail, and be sure the message has an impact on their business. “The old-school associations have a tendency to mail out three-page documents,” observes Claire E. Shahzad, executive officer of the Northeast Tarrant County Board of REALTORS®, Bedford, Texas. "Those get thrown in the trash. Younger practitioners want to read something quickly in spoon-size, understandable bites via e-mail. And make sure the information relates to their business," she adds. 4. Embrace ambition: Recognize talent and use it whenever it arrives. In Shahzad's experience, the younger generation doesn't have the patience to spend years moving up the traditional ranks, serving for several years as secretary, treasurer, first vice president, and so on. “If you have members who are smart and talented and ready to move up fast, then move them in fast. Invite them to be a director or chair a task force. Test them out for a year and give them support,” she recommends. 5. Under-30 networking: Consider starting a networking group targeted at young practitioners. Younger REALTORS® told RAE that it would be useful to have a group of colleagues close in age for support and to swap ideas with, and to commiserate while starting out in the business. |
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