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REALTOR® ASSOCIATION EXECUTIVE
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| Providing Internet Access as a Member Service Judith Lindenau, RCE, CAE Executive Vice President Traverse Area Association of REALTORS®, Michigan Sometimes I can't believe it. I've been a REALTOR® association executive for 19 years. As I look back on my career, I realize that I've enjoyed the job because of the many roles we AEs play and the many hats we wear each day. I've been everything from an employment counselor to a print shop operator, and I'm especially enjoying my latest role as technogeek. Well, not really. I don't understand a lot of the technicalities of our association's latest project, which is providing direct Internet access for our members and affiliates. Our association is an Internet service provider, or ISP. What I do understand is that this responsibility is part of our member service portfolio, which I manage. Why Become an ISP? We began the project because no one else was providing reasonably priced, reliable Internet access in our community. But there was a second reason as well--to reinforce in our members’ eyes our image as their technology source. This is a long-range payoff in maintaining our viability as a professional organization. We want to be the place our members go for technology support and training. Third, it's clear that the Internet is the backbone of today's communication and is making inroads in new methods of commerce. During the next few years, REALTOR® associations need to be actively involved in these emerging online developments and exert control in as many facets as possible. Partner for Success How did we implement our service? Partnerships. Finding partners to produce products and services is the entrepreneurial watchword of the day because partner relationships allow a blending of strengths that can be mutually beneficial and productive. In this case, I negotiated with a company that wanted a presence in our community. Here's the agreement we worked out. Our association provides a good customer base of members and affiliates, a site to locate telecommunications equipment, and half of the telecommunications cost. We also monitor the equipment, reset modems, and supervise installation of additional telephone lines. We pay for the telephone lines we use and our share of the phone line that connects us to the Internet. Our partner provides the host computer, the daily maintenance and care of the connection, and the host Web site. Our partner also bills each of the subscribers directly and provides telephone and E-mail support. The Advantages What are the advantages to the association? We have a technology presence with members and affiliates and the potential for developing new member services, such as our seasonal vacation rental program at www.nmvr.com. We're able to retain the entire start-up fee, 60 percent of the monthly fees, a direct connection to the T-1 line for staff office use, and our own association Web sites. In addition, we're using the Internet as a communications network, including distribution of our roster and newsletter. Our technology partner gets the advantages of a local presence, a site for telephone equipment and daily supervision of that equipment by association staff, and user training and support for many of the accounts that call the association office for assistance. The advantage to members is that they have reliable, fast, unlimited Internet access for about $15 per month, including free home page storage for each account. In addition, association staff provide troubleshooting support, including Internet software installation and tutorial for a flat fee of $25. We also provide Internet access to our MLS database, and for those using that service, the frustrations of dial-up technology are replaced by efficiency of access and speed. Is being an ISP for everyone? I don't think so. Internet service providers are now common in most communities and will become even more so as cable companies and satellite communications enter the marketplace. It is a rapidly changing industry and may not be a moneymaker because of the increased competition. In addition, this kind of project requires a good partnership agreement, unless your association has the resources to stand on its own. And finally, there needs to be a commitment by association staff to become knowledgeable and supportive of the service being provided. The upside is that we position ourselves in members’ perception as the direct provider of what will certainly become a core service in effecting a successful real estate transaction. This is an opportunity most REALTOR® associations can't afford to miss. Judith Lindenau has been executive vice president of the Traverse Area Association for 19 years. Currently, she is a member of the Association Executives Committee and the AEC's Issues Subcommittee and vice chair of the RCE Certification Board. |
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