 |
|
| NATIONAL ASSOCIATION OF REALTORS® | Videos | Store | Library | Directories | Need Help? |
| Register | Login | My Account | NRDS |
REALTOR® ASSOCIATION EXECUTIVE
| |
| Unleash the Power of Partnerships Several REALTOR® associations demonstrate how partnerships make sound business sense. Some are formal, with written contracts dictating terms of agreement. Others are informal, based on long-standing relationships sealed with a handshake. But whatever the degree of formality, partnerships between REALTOR® family associations and between associations and outside organizations are creating new opportunities to maximize resources. And members on the national, state, and local levels are enjoying the benefits. At times, it's economic necessity that gently pushes associations into pursuing partnerships. In other instances, it's a good idea that just begs to be shared. Take It to the Next Level The success of the California Association of REALTORS®’ public awareness campaign is one such example of an inspiration caught fire. After that ambitious statewide advertising effort hit a responsive chord with California consumers, a groundswell of support for a similar effort on a national scale came quickly. The California Association had done the research, explored the themes, and created the strategy that was bringing recognition of the value of REALTORS® to the modern real estate transaction. Consumer research confirmed that the campaign was a winner and could be adapted to a national-scale effort at boosting public awareness. The NATIONAL ASSOCIATION OF REALTORS® and the California Association were poised to take their long-standing partnership to a new level--one that would benefit the nearly 700,000 REALTORS® across the country. It took some negotiating, as all such large-scale efforts do, with both the California Association and its advertising firm, Townsend & O'Leary but the resulting partnership is a win for REALTORS® everywhere as the “Real Estate Is Our Life” public awareness campaign is introduced nationwide this summer. Furthering the campaign's partnership will be additional advertising by local and state associations in their media markets--strategies that can be planned on a special site found on One Realtor Place®. It also made sense to piggyback the message of REALTOR.COM within the script and as a separate tag at the end of the television spots, capitalizing on our partnership with RealSelect, the California-based company that operates REALTOR.COM. When consumers see the strategically targeted television spots during the public awareness campaign this year, they'll also know they'll find the world's largest online listing of properties at REALTOR.COM. Maximize Exposure, Minimize Expense It's never inexpensive to produce and distribute an association publication. As a means of sharing information with busy real estate professionals, however, it's effective and considered a basic tool of association communications. Associations are always on the lookout for creative ways to bring the information to members in a cost-efficient manner. Enter the daily newspaper. In Colorado The Denver Post is now in partnership with the Colorado Association of REALTORS® in what Doug McPherson, communications director of the Colorado Association, calls the “classic win-win.” In the hole each year to the tune of $30,000 to publish The Colorado REALTOR® News, association staff went shopping for a publisher. They found a willing partner in The Denver Post, which now sells advertisements; designs; and prints, labels, and distributes the publication to REALTORS® statewide. McPherson says members are more than pleased with the arrangement: “We love it not only because we're saving money but also because the Post, as part of this partnership, has been giving us $100,000 a year in free ad space promoting the use of REALTORS®. The members are seeing those ads and loving them.” Get Members Involved Another developing partnership story can be found in Dayton, Ohio. Over the past four years, the Dayton Area Board of REALTORS® has been able to find opportunities on many different fronts to work with the Dayton Daily News, a relationship that has brought about positive results for both organizations. When the Dayton Daily News launched its new real estate supplement, “Real Estate Plus,” the Dayton Area Board became an active partner in its success when a local REALTOR® was asked to become a member of the newspaper's advisory board. Such direct involvement by REALTORS® is proving worthwhile. The local board has extended the same courtesy to the newspaper, and Dayton Daily News representatives serve on several board committees. Bob Sadowski, director of communications, Dayton Area Board, describes the partnership as valuable. “We work hand in hand in getting the weekly information into the paper,” he says. “We provide MLS statistical information as well as editorial support, such as a weekly president's column in “Real Estate Plus.” This partnership has expanded to include cosponsorship of a quarterly homebuying seminar. The Dayton Daily News absorbs the costs of printing materials for the seminar, handles the reservations, and runs the advertising. REALTORS® in Dayton find a steady stream of potential buyers and can educate them on the benefits of homeownership. Sadowski is optimistic that this partnership will continue to bring mutual benefits. “From nonexistent to even a bit rocky just four years ago, our relationship with the Dayton Daily News has done a 180-degree turn, and the partnership seems to get stronger every year.” Form a True Power Partnership When it comes to real power partnerships, you might just think of Washington, D.C. In the case of the Northern Virginia Association of REALTORS® and the Greater Capital Area Association of REALTORS®, you'd be right on target. The Greater Capital Area Association was created when the Washington DC Association of REALTORS® and the Montgomery County (MD) Association of REALTORS® merged. Like other new associations, the Greater Capital Area Association looked for an identity through a member publication. Neighboring Northern Virginia Association's successful Real Estate Update was just the type of magazine the association wanted to produce. And it's just the type the Greater Capital Area Association will now be able to produce, thanks to its new publishing partner--the Northern Virginia Association. David Hyatt, senior vice president of public affairs, NVAR, explains how the partnership benefits both associations. “The strength of our award-winning Update magazine is what made the publishing partnership with the Greater Capital Area Association possible. Sixteen pages of Update form the core of the Capital edition. Greater Capital Area Association members get a quality color magazine, a valuable member service, for a fraction of the cost they would normally pay. The Northern Virginia Association increases its nondues revenue, mostly through the sale of additional advertising.” There's a theme common to these successful REALTOR® association partnerships, which is evident no matter whether the partnership produces a magazine, a seminar, or even a national advertising campaign. Simply put, the theme is unleash the power of partnerships, and the association and its members win. This article was written by Valerie Allridge, senior public affairs associate and TAE contributing editor. |
  |
 Copyright NATIONAL ASSOCIATION OF REALTORS® Headquarters: 430 North Michigan Avenue, Chicago, IL. 60611-4087 DC Office: 500 New Jersey Avenue, NW, Washington, DC 20001-2020 1-800-874-6500 Terms of Use | Privacy Policy | REALTOR.com | Contact NAR | Site Map |