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REALTOR® ASSOCIATION EXECUTIVE
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| Business Partner Program is Team Effort Find out how the team efforts of one state association and its local associations have proved beneficial to all. Wayne Edwards, CAE Director of Professional Development Illinois Association of REALTORS® A few years ago, the Illinois Association of REALTORS® searched for a creative way to help its approximately 50 local associations generate nondues income. The pressing question was, How can we offer local associations a good service and help them generate nondues income? A special committee of members was established, at the direction of Gary Clayton, IAR's executive vice president, to develop a plan that would include as many of the local associations as possible. Its goal was to benefit both the state and the local associations by forming a partnership bond. As a result of that directive, the IAR's Business Partner Program was launched. According to Dale Smith, executive officer, Rockford Area Association of REALTORS®, a large association with 954 members, the Business Partner Program is one of the best services IAR has made available to local associations. “We appreciate that IAR is sharing its expertise,” says Smith. “I don't know what other states are doing in this area, but I've talked with EOs from other areas, and many of them have an adversarial relationship with their state association. IAR has gone out of its way to provide services through the business partner relationship.” How does the Business Partner Program work? Associations opt to participate by agreeing to promote IAR events in various ways. Each local association is assigned, on the basis of size, a quota for attendance at four IAR events: Convention, Spring Conference, the Graduate REALTOR® Institute, and GRI modules. As an incentive, each association receives a rebate if attendance goes above the set quota. If these events are deemed successful—and they've been thus far—the program will expand to other areas, such as IAR's President's Club recognition program for sales. Participating associations promote the events in their publi-cations, Web pages, or other communications, using either their own ads or those developed by IAR. The state association sends checks to the associations that surpass their set quota based on the final attendance at the scheduled events. Not Just About Money Money isn't everything, according to Smith. “It's not just the money, but through this program, associations perceive IAR as trying to help them. We've always promoted IAR events, but when we're about to reach the quota goal, we tend to put a little extra effort into the promotion.” The Rockford Association uses its computer bulletin board, general membership meetings, newsletter, and member office visits to promote events. IAR helps associations in other ways as well. Smith explains, “We're currently in a partnership with the GRI program. Our district got together to sponsor the District 3 GRI program. We couldn't have done it on our own. By participating with the state, not only do we get good service, but we make money, too.” Terry Penza, RCE, CAE, CEO, North Shore Board of REALTORS®, which has 2,110 members, endorses the concept. She says, “The Business Partner Program works out well for us, especially with GRI. It works out because the association can provide its own programs, but we get a slice of the proceeds.” Penza explains that her board does slightly more promotion of IAR events now than it did before the program began. “In addition to promoting through our newsletter and meetings, we now occasionally send out a promotional flyer on events. Our education department will be charged for the flyer, but then it gets back the money from the Business Partners Program. It's an incentive for the education department to put out the flyer or pick up the phone and encourage attendance.” Partners, Not Competitors Penza says, “We haven't collided with the state association yet on providing the same things. There's enough competition with local associations and with the regional MLS. I'm glad that IAR doesn't look at our association as a competitor but as a partner.” A sampling of other AEs from across Illinois revealed rather good reviews for the program. Dan Sale, executive officer, Springfield Association of REALTORS®, a medium-sized association with 692 members, said that the association has taken advantage of each of the opportunities for which the Business Partner Program provides funds. Sale says, “We've received several hundred dollars from the Business Partner Program, and we've used it to offset general overhead. The fact that the state recognizes the local associations for their endeavors to promote statewide events makes the association stronger.” Anita Collebrusco, executive officer, East Central Board of REALTORS®, a small board with 77 members, says the board received $630 last year from the Business Partner Program and $460 so far this year. “I think the program is excellent,” says Collebrusco. “I was probably one of the biggest complainers before, because members would choose to attend continuing education classes at the convention or spring conference, rather than at the local board level. We were losing money because of it. People were going to the state events instead of ours, so the Business Partner Program does help.” Wave of the Future George Patt, executive vice president, South/Southwest Association of REALTORS®, with 3,800 members, sees this type of program as the wave of the future. “I think the Business Partner Program is the direction we should go in cooperation between state and local associations. My main concern isn't the money we can generate but, rather, solidifying the relationship between the state and local associations.” Patt admits that the South/Southwest Association advertises IAR events more now than it did before the program. “We have a vested interest in the outcome now. I think our attendance at IAR events has increased. Our members hear about IAR events not only from me but also from publications and flyers put out by IAR. They get a double dose.” Partnerships with the state association can help in other ways, too, according to Patt. “We're currently in a partnership with IAR for our District 5 mini-fair. We're bringing in a national speaker to talk about the impact of technology on real estate in the future, and we've already sold out space for the trade show.” Such synergy has long-term benefits, Patt says. “We're continually talking with IAR about other areas where we can jointly get involved. It's an evolving process. The membership still thinks locally and is loyal to the local associations. It's important that members see themselves as part of all three entities: the local, state, and national associations. That's why the partnership program is so important.” Wayne Edwards has been with the Illinois Association for 17 years. Currently, he serves on the AEC Leadership Resources Subcommittee. For Additional Information Salman, Kathleen. Building partnerships: business trend of the ’90s. Today's Association Executive. Fall 96:20–22. Schaefer, Mickey. Teaming up with commitment and enthusiasm; a winning membership strategy for associations of all sizes. Association Management. June 90:30–34. Scherer, Diane. Cooperation and competition: the conspiracy of success. Today's Association Executive. Fall 95:18–19. |
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