Define It. Communicate It. Deliver It

REALTOR.ORG/RAE

THE BUSINESS JOURNAL FOR REALTOR® ASSOCIATION EXECUTIVES SUMMER 2013 Your Value Define it. Communicate it. Deliver it.

Why Some Regional MLSs Fail page 6 Make Your E-newsletter a Member Must-Read page 20 Why Public Transit Planning Matters to Members page 22

Plus: Defending the REALTOR® Marks • Value Partnerships

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SUMMER 2013

2013-2014 RAE Editorial Advisory Board

Amanda Arwood Virginia Association of REALTORS® [email protected] Contents Eric Berman Massachusetts Association of REALTORS® [email protected]

Julie Davis Features Greater Nashville Association of REALTORS® [email protected]

Amy DuBose, RCE What’s Your Value? San Marcos Area Board of REALTORS®, Texas Associations strive to deﬁ ne the value of [email protected] membership. By Carolyn Schwaar Page 12 Karen Dumond, RCE Massachusetts Association of REALTORS® [email protected]

Debbie Hager Convey Value Maryland Association of REALTORS® How associations deliver the value message [email protected] to members. By Carolyn Schwaar Page 16 Bill Head MetroTex Association of REALTORS®, Texas [email protected]

Joe Kras Shared Value Michigan Association of REALTORS® Double your value without increasing your [email protected] budget. By Alice Martin Page 18 Susan Ray Tallahassee Board of REALTORS®, Fla. p. 12 [email protected]

Tia Robbin, RCE Northwest Montana Association of REALTORS® [email protected] Columns Natalia Russo Charlotte Regional REALTORS® AEC CHAIR 2 Association, N.C. [email protected] Four Cs of leadership. By Mark Allen, AEC Chair

Joseph Smith BRIEFING 4 ® Bay East Association of REALTORS , Calif. ® [email protected] REALTOR association news, events, people, and programs. By Carolyn Schwaar Lynn Sullivan North San Diego County Association of REALTORS® TECHNOLOGY 20 [email protected] Make your e-newsletter a member must-read. By Hilary Marsh

Jesse Sunday ® Sarasota Association of REALTORS® REALTOR PARTY 22 p. 5 [email protected] Associations join in public transit planning. By Joe Molinaro

Lisa Walker Florida Association of REALTORS® LAW & POLICY 24 lisaw@ﬂ oridarealtors.org Your part in defending the marks. By Katherine Johnson

Julie Woodson North Carolina Association of REALTORS® SMALL BOARD 26 [email protected] Tap into NAR’s value. By Amy DuBose

AE PROFILE 28 The RAE editorial board reviews each issue and provides critical feedback, proposes story ideas Annemarie Howard, CEO of the Charlotte Regional REALTOR® and industry contacts to interview, and stays in Association and the CarolinaMLS, on value. touch with fellow AEs nationwide to scout out new programs and products to share with the AE community. To join the editorial board, write an article, or contribute information, e-mail Carolyn Schwaar at [email protected]. p. 22

SUMMER 2013 REALTOR® AE 1

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Four Cs of Leadership hile at dinner with some very good friends • CHALLENGE Wrecently, our discussion evolved to the sub- By creating a clear and compelling vision, you will ject of leadership. Two of us shared with our younger give others a reason to contribute to the cause. It’s friends the principles of leadership we each use as your job as a leader to get your people excited about our guides in how we manage and lead others. It what their work will accomplish. When they have was amazing how similar our principles could be a sense of purpose that they’re challenged to fulfi ll, even though our individual leadership style is very you will rarely have problems motivating them to different. contribute. During my fi rst year or two at my Minneapolis Mark Allen, RCE, CIPS, CRS, Area Association of REALTORS® job, Jim Peters, • CONVICTION is CEO of the Minneapolis former CEO of the South Carolina Association of If you don’t believe in a vision that you are trying Area Association of REALTORS®. REALTORS®, shared some principles of leadership to advance, the people will sense that something Contact him at 952-988-3134 that I have forever held close. They have served me is missing and be very reluctant to follow. On the or [email protected]. well during days fi lled with sunshine and in days of other hand, when your people sense that you are raging storms. They are the four “Cs” of leadership: so confi dent of moving in a certain direction that character, competence, challenge and conviction. you’d make personal sacrifi ces to do so, they are These were inspired by the writings of John C. more willing to dig deep within themselves to give Maxwell. These four “Cs” are the required infra- an extra effort as well. structure that people must see in you before they will be inspired to follow you. In my experience, the more visible and transpar- ent I can be in each of these areas, the more success • CHARACTER I have at home and at work. I often review these More than anything else, followers want to believe principles before launching a major initiative or that their leaders are ethical and honest. They want before entering an important meeting. As Maxwell to say, “Someday I want to be like him or her.” suggests, I have an accountability friend with whom I share ideas and goals for improvement. I continue • COMPETENCE to try to improve in each of these areas, one step at MORE ONLINE When your people see that you not only are well- a time. Visit the AE Committee qualifi ed to lead the organization but also have a page at REALTOR.org track record of successes, they will have confi dence —Mark Allen, 2013 Chair, AE Committee for more on AEC in following you, even when they don’t understand activities in 2013. all the details.

Chair, Association Executives Committee Mark Allen, RCE, CIPS, CRS ©2013 by the NATIONAL ASSOCIATION OF REALTORS®0. All rights reserved. (ISSN 0034- ® CEO, NATIONAL ASSOCIATION OF REALTORS® Dale A. Stinton, RCE, CAE 0804) REALTOR AE is a professional magazine published four times yearly by the ® ® Senior Vice President, Communications Pamela Geurds Kabati NATIONAL ASSOCIATION OF REALTORS as a service for REALTOR association executives. Articles in this magazine are written from the perspective of the REALTOR® asso- Vice President, Business-to-Business Communications Stacey Moncrieff ciation executive. REALTOR® AE is an informational publication of local, state, and Editor, REALTOR® AE magazine Carolyn Schwaar national association programs, activities, and current trends and ideas in associa- Contributing Editors Amanda Avutu, Paula Pisani, Bob Soron tion management and their practical application in REALTOR® associations. Views Questions and Comments e-mail: [email protected] and advertising expressed in REALTOR® AE are not necessarily those of or endorsed 430 N. Michigan Ave., ® Chicago, IL 60611–4087 Advertising Sales Matt Crist, 800-501-9571, ext: 116, by the NATIONAL ASSOCIATION OF REALTORS . Magazine archives available online at 500 New Jersey Ave., N.W., [email protected] REALTOR.org/RAE. Reprint permission: 312-329-8874. Distribution: Washington, DC 20001–2020 Local and state executive ofﬁ cers and MLS directors. Subscriptions: 800-874-6500 Write to NATIONAL ASSOCIATION OF REALTORS®, Publications, 430 N. Michi- [email protected]; REALTOR.org REALTOR® AE magazine @REALTORAEMag gan Ave., Chicago, IL 60611, or call 800-874-6500.

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I-02-03_Su13_Chair_IM.indd 2 7/19/13 3:26 PM I-02-03_Su13_Chair_IM.indd 3 7/19/13 3:26 PM REALTOR® ASSOCIATION NEWS, EVENTS & PEOPLE Briefing By Carolyn Schwaar What’s in a Name? The Georgia Association of REALTORS® is now known as Georgia REALTORS® after removing “association” from its brand earlier this year.

“We felt that ‘Georgia Association of REALTORS®’ was a ‘thing’ and that ‘Georgia REALTORS®’ are people,” explains Brandie Miner, the association’s communications director. “It’s just a different direction in how we wanted to present ourselves.” Earn Your Certifi cate in The move is not uncommon and, in Real Estate Association fact, is gaining popularity. Both the Wash- Management Online ington and Wisconsin associations of REALTORS® have a similar DBA, in part to In addition to the Real Estate Associa- avoid the awkward acronym WAR. “It took tion —Management concentration in the full a couple of years to get everyone on board Masters in Real Estate (MRE) degree program, with the change, but now if someone calls REALTOR® University now offers a graduate us ‘WAR’ in a meeting, members will cor- certifi cate program in Real Estate Association rect the speaker,” says Stephen Klaniecki, Management. Washington’s communications and mar- “With the void being left by phasing out the keting director. The acronym SCAR also University of Chicago certifi cate in nonprofi t prompted the South Carolina Association of management, this program is ideal for associa- REALTORS® to adopt South Carolina tion executives and association staff looking to REALTORS® as its DBA in 2008. take their skills and career to the next level,” Earlier this year, the Mississippi Associa- says Jonathan Salk, dean of student services tion of REALTORS® embarked on a multi- What is a DBA? for REALTOR® University. year rebranding plan that began with a new Any association of REALTORS® can change A minimum six online courses are required name (DBA), logo, and tagline: Mississippi its name or establish a DBA if approved by for the certifi cate: Real Estate Association REALTORS®: “Property Professionals— the National Association of REALTORS®’ Management I —Leadership and Governance; Community Champions.” The new brand policy committee (according to the renam- Real Estate Association Management II— focuses on professionalism and community ing guidelines) and properly registered with Association Financial Management; Program and political advocacy, the association says. its secretary of state offi ce. Development and Accountability in Real Estate The Columbus Board of REALTORS®, Although the Washington REALTORS® Associations; Issues and Trends in Real Estate; Ohio, rebranded itself this year as the Co- rebranded eight years ago, they are still the Real Estate Law; and Real Estate Finance and lumbus REALTORS®, which will also be the Washington Association of REALTORS®as Investments. name of its redesigned publication and Web far as the National Association is concerned Enrollment is now open and candidates must site. “We know our members, and the public, and on legal documents, says Klaniecki. have a bachelor’s degree. Cost is estimated will shorten Columbus Board of REALTORS® These new brand names are part of a re- at $9,000 with tuition per course at $1,500. and we didn’t want to brand an acronym,” positioning trend to move associations away Students could compete the certifi cate in says Marque Bressler, the association’s com- from being perceived as the governing body as little as year, says Salk, or take as long as munications director. “Many already refer to that provides services to REALTORS®. The needed. Credits for these six courses can also us as Columbus REALTORS®.” The daunt- goal is to become the group of professionals be applied to the master’s degree program. ing task ahead, Bressler notes, is to change that represents the interests of REALTORS® For more information, visit www.RealtorU the name on all association materials and and home owners in the community and .com. services. in politics. ■

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I-04-11_Su13_Briefing_IM.indd 4 7/19/13 3:28 PM SEPTEMBER IS ® Save REALTOR the Date SAFETY MONTH

Oklahoma REALTOR® Associations Coordinate Tornado Relief The amount of help that poured into the “We’d post a list of our needs on the Face- tornado-stricken Oklahoma City area from book page and truckloads would come,” says REALTOR® associations nationwide was Cheek. “just incredible,” says Darla Cheek, government affairs director for the Oklahoma City Metro Association of REALTORS® (OKCMAR). ® REALTO R Care Day More than 50 REALTOR® Volunteers Take on 27 associations contributed to Improvement Projects the Oklahoma Housing Foun- dation REALTOR® Disaster More than 400 central Ohio REALTORS®, family, Relief Fund (which stands and friends cleaned, painted, pruned, and at nearly $315,000) to aid af- planted as part of the Columbus Association fected residents, and nearly a of REALTORS®’ ninth annual REALTOR® Care dozen REALTOR® associations Day on June 14. Started in 2005, REALTOR® donated supplies. “The Kansas Care Day is an annual day of service to the City and the Joplin associa- communities in which REALTORS® live, work, tions came back twice with and raise families. In the past nine years, trucks full of relief supplies,” REALTOR® Care Day has contributed more than says Cheek. Water, shovels, $250,000 in improvements and repairs and blankets, food, and clothing Members of the Oklahoma Association of REALTORS® hundreds of hours of service to residents and came from associations as far coordinating tornado relief supplies. communities around central Ohio. as Oregon and Florida and “Most REALTORS® give of their time and other associations sent thousands of dol- REALTOR® First Responders talents throughout the year,” says Chris lars’ worth of gift cards so volunteers and “The day after the tornado struck in El Reno, Pedon, 2013 president of the Columbus residents could buy supplies. Okla., we pulled our truck into the park- Association of REALTORS®. “But this one- The May tornados left 18 REALTORS® ing lot of the community center, set up as a day event allows us to focus our collective homeless and more than 500 people injured shelter, and saw a family standing there and energy—as well as those of our family, and 49 dead. the kids had no shoes,” Cheek recalls. “We friends, and colleagues—to make a signiﬁ cant Kim Cox, CEO of the Ozark Gateway brought the ﬁ rst relief supplies there two difference in central Ohio.” Association of REALTORS® in Joplin, Mo. days before the Red Cross arrived.” REALTOR® Care Day is funded through (which weathered a catastrophic tornado The area no longer needs emergency the REALTORS® Charitable Foundation Fund. in 2011), called OKCMAR to offer help and relief supplies, says Cheek. “Everyone is in Additional assistance is received from many advice just hours after the twister stuck. “I temporary housing, but what we’re worried individuals and companies through in-kind couldn’t have gotten through this without about now is how we’re going to get people donations of money, goods, and services. their help,” says Cheek. “Kim said, ‘Help back in homes.” It is estimated that 41 per- will come,’ but when you’re in the middle of cent of the affected residents did not have it, you don’t think it will come. But it did.” insurance. Tessa Hultz, of the Raleigh (N.C.) There is no housing inventory to sell in Regional Association of REALTORS®, was the area and property loss is estimated at CEO of the Wichita Area Association of more than 1,150 homes, with total economic REALTORS® at the time of the tornado. She losses expected to exceed $5 billion. coordinated the deliveries and volunteers “It’s going to be a long haul,” says Cheek. from REALTOR® associations across the “Yet with all of the new building and rebuild- country. Hultz launched a Facebook page ing, I think we’re going to gain members. where survivors and aid workers could post There is going to be a huge demand for requests and volunteers would respond. REALTORS®.” ■

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Florida MLS Dissolves While Merger Trend Remains fter 26 years, the three REALTOR® association shareholders of she says. “People think there’s a lot of money to be made in MLS.” Athe Regional MLS Inc. in southeast Florida voted in June to Poor fi nancial planning also spells disaster when it comes to dissolve the corporation. For at least a year, key MLS operations were merging MLSs, says Scardina. “I’ve seen associations join a re- being disbanded back to the individual associations: REALTORS® gional MLS without a sound fi nancial plan for where their nondues Association of the Palm Beaches; Jupiter-Tequesta-Hobe Sound revenue is going to come from, and they end up viewing the regional Association of REALTORS®; and the REALTORS® Association of [service] as a lost revenue stream.” St. Lucie. As a result of the fi nal dissolution, each association will operate its own MLS system, although the three MLSs will continue New pressure points pooling listing data. The premise of founding a regional MLS for economics of scale Merging MLSs to achieve economies of scale is still the trend. is sound, Scardina notes, “but you still need to give value. And if The dissolution of this regional MLS, according to an Inman News there’s no perceived value, regional shareholders report, stemmed in part from the belief that the may begin to ask themselves, ‘What are we regional service, with its large governance struc- getting out of this?’ ” ture, had become a duplication of effort and Another pressure point on MLSs resources. today, says Scardina, is the rapid change in the industry in terms MLS circle of life of technology: consumers and REALTOR® AE magazine spoke to veteran members are better educated MLS executives about why some regional about the data and where to services thrive while others fail. fi nd it. “This is such a specifi c “When it comes to MLSs breaking industry now, yet some people apart, there is one cause and one cause have tunnel vision and want to only,” says Cameron M. Paine, RCE, CEO run things the way they always of the Connecticut Multiple Listing have,” she says. Service Inc. “It’s politics. And politics There are more regional has very little to do with what’s best MLSs forming today than ever for the membership.” before, says Carl R. DeMusz, RCE, Politics encompasses a host of president and CEO of the North- issues, from confl icting personalities to ern Ohio Regional MLS. “It’s hap- mistrust, but Paine has seen it as the cause of pening because MLSs with more members, MLS breakups from Florida to Arizona. “It’s disappoint- more listings to share, and more opportunities ing, it’s disheartening,” he says, “but fortunately, it’s not a trend for those members to make sales make members in that there’s no common issue among these different MLSs happy, and they make their consumers happy.” He describes MLSs entities falling apart, aside from politics.” as communities that are better when they are more inclusive than Is there a cure? Paine says the only way to avoid political issues is exclusive. “It would be hard to make the case that fewer members to have your very best and brightest as your leadership. “However, and less listing content would make an MLS better.” because of the association governance structure, we’re not always MLSs can break apart, however, when there is perceived inequal- getting the most qualifi ed to serve—sometimes, we’re getting the ity, DeMusz says. Among the many possible reasons why regional most willing to serve.” MLSs dissolve (or do not form in the fi rst place) is the perception MLS success stories are not hard to fi nd. Earlier this year, 13 that smaller MLSs have less decision-making power, revenue, or REALTOR® associations across Indiana formed the Indiana Regional other local advantages, he says. Plus, there’s the idea that one MLS MLS, in which more than 5,000 real estate professionals—who may believe it has a better governance model or technology vendor formerly used 13 independent MLS systems—will be able to search than other potential shareholders. across multiple markets and pay only one MLS fee to access data. DeMusz’s own regional MLS, which covers six counties in the “[IRMLS] has done some great things working though the Cleveland, Ohio, region, shares data with a neighboring regional thorny political issues,” says Paine. “They’re a good example of MLS. Together they serve fi ve separate MLSs of various sizes with getting past the politics that is so often the stumbling block.” a variety of prices and features. “Although we may grow, it is hard Rosemary Scardina, RCE, CAE, president and CEO of East Bay to imagine a scenario where we would shrink or dissolve,” says Regional Data in California, believes the root cause of regional DeMusz. “Doing the right thing takes leadership that will rise MLS breakups may be fi nancial. “It all comes down to the money,” above diffi cult issues and serve the whole community.” ■

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I-04-11_Su13_Briefing_IM.indd 6 7/19/13 3:28 PM I-04-11_Su13_Briefing_IM.indd 7 7/19/13 3:28 PM Briefing TRENDS, NAR NEWS, CONSUMER OUTREACH Study Shows Association Membership on the Rise For the second year in a row a majority (52 percent) of associations surveyed for the annual Membership Marketing Benchmarking Report from Marketing Fort Collins REALTORS® General Inc. report a growth in membership. Slightly more than 30 percent re- Support Four Local ported a decline in their membership for this year’s Candidates: Three Win survey of nearly 700 associations nationwide. As was the case in the 2012 survey, the top When the National Association of REAL- three challenges to growing membership, ac- TORS® dues increase went into effect two years cording to the report, remain insuffi cient ago, the Fort Collins Board of REALTORS® staff, diffi culty attracting and/or main- made a promise to its 750 members to bring taining younger members, and percep- those dollars back to the northern Colorado tion of the association and/or its culture. community in the form of grants from the Associations say their top two mem- REALTOR® Party. This spring, it made good on bership goals for 2013 are to increase that promise, supporting four candidates for member engagement and increase both local election, including mayor, with an Inde- membership acquisition and retention. pendent Expenditure Grant from NAR. The The primary reasons members join asso- funding paid for get-out-the-vote calls and a ciations, according to association executives, combination of online advertising and social are networking (24 percent), access to special- media messaging that reached the college town’s ized/current information (13 percent), and advocacy younger voters more effectively than tradition- (8 percent). The top three reasons members cite for not al print media. Three of the four candidates A 2013 from renewing their membership are: 1) Budget cuts/economic hardship who benefi ted from FCBR’s support won: the Marketing of the company; 2) Lack of engagement with the organization; and incumbent mayor and two of the candidates General Inc. 3) Unable to justify membership costs with any signifi cant ROI. running for City Council. Read more stories survey of 700+ To download a free copy of the report, visit www.marketinggeneral. like this in the REALTOR® Party newsletter at associations. com/resources/benchmark-report/. ■ REALTORActionCenter.com. —By Tania Lee Wisconsin REALTORS® Key West Association Wins MLS Data Copyright Case Help Re-Elect Property A Florida court awarded $2.7 million to the Key West Association of REAL- Rights Champion to TORS® in its copyright infringement action against Robert Allen, a local real State Supreme Court estate practitioner. Allen had been operating Web sites, including KeyWestMLS. Working closely with a well-established coali- com, made up almost entirely of content, data, and images reproduced from the tion of like-minded partners, the Wisconsin association’s MLS. KWAR brought the copyright infringement action against REALTORS® Association led an independent ex- Allen in 2011 after numerous cease-and-desist requests were ignored. The full penditure campaign for the re-election of Justice case is outlined on REALTOR® Magazine Online (RealtorMag.REALTOR.org). Pat Roggensack, one of the four-justice majority Search for “Key West.” ■ seen as favoring property rights on Wisconsin’s Supreme Court. “Just recently, she voted to up- hold a 1963 Wisconsin Supreme Court decision Neighborcity Antitrust Claim Against NAR Dismissed that allows real estate professionals to fi ll out Real estate listing portal and agent ratings Web site NeighborCity.com took a blow state-approved forms without an attorney, a in its lawsuit against the National Association of REALTORS® and Metropolitan matter very dear to our members’ hearts,” says Regional Information Systems Inc. (MRIS) on June 10 when Federal District Joe Murray, WRA’s director of Political and Judge Alexander Williams Jr. dismissed all seven counts of its antitrust claim. Governmental Affairs. With a $210,000 grant NeighborCity.com’s operator, American Home Realty Network, fi led the from NAR that fi nanced a two-week statewide antitrust suit in September 2012, in response to a copyright infringement suit radio campaign, WRA helped Roggensack fi ght fi led by MRIS in March 2012. MRIS claimed NeighborCity.com provides “unau- off challenger Ed Fallone to win 57.5 percent of thorized access to and use of” copyrighted MRIS data to support the company’s the vote. —By Tania Lee referral business. ■

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I-04-11_Su13_Briefing_IM.indd 8 7/19/13 3:28 PM Calif. Launches New Consumer Ad Campaign, Web Site The California Association of REALTORS® launched its 2013 consumer ad- NAR’s Latest Consumer vertising campaign this spring boasting the theme, “California REALTORS®. Champions of Home.” The campaign, and its accompanying Web site Advertising Campaign (championsofhome.com ), aims to position California REALTORS® as being at the core of economic growth throughout the state and to create awareness Speaks to Homeowners of the many benefi ts of the consumer-to-REALTOR® relationship. Television The newest commercial, “Satellite Earth,” in NAR’s commercials aired exclusively on ABC television stations in Los Angeles, San Market Momentum campaign speaks directly to Francisco, and San Diego. For more, visit www.car.org/aboutus/adcampaign. homeowners who may have been waiting through a down market to sell their homes, explaining that buyers are in the market and given the shortage of homes Nondues Revenue Success with Plates for sale in many parts of the country, now may be the To the surprise of the Tennessee Association of REALTORS®, the highest grossing program right time to think about selling. from its educational foundation last year was its special “Celebrating Homeownership” NAR had changed the offi cial name of its advertis- automobile license plate that generated $16,500 from the approximately 1,100 REALTORS® in ing program. Formerly known as the Public Advocacy the state who ordered or renewed the plate. The annual Campaign, the program is now known as the Con- fee is $56.50, of which $15.62 is allocated to the Ten- sumer Advertising Campaign, which doesn’t imply nessee Real Estate Educational Foundation to be used a particular advertising message strategy. The name exclusively to promote consumer protection through change was approved by NAR’s Board of Directors the education of real estate professionals in Tennessee. at its meeting in May. In addition to the TV and radio ads that will run as part of NAR’s national media buy, the campaign FAR Joins in Home Donation includes print and digital materials that local asso- to Wounded Veteran ciations and members can use. Visit the online ad generator at REALTOR.org to access and customize The Florida Association of REALTORS®, in partnership with the Mili- the materials to your market. ■ tary Warriors Support Foundation, donated a house to a wounded Florida veteran and his family. Retired Army Sgt. Michael Burke, his wife Nichole, and two children were presented with a newly remod- eled, mortgage-free home in Port St. Lucie during the association’s Making Sense of “Rally for Homeownership” at the state capitol in April. The Florida Association donated $20,000 to provide the family with the three- Home Finance Options year fi nancial mentoring they must complete before obtaining The California Association of REALTORS® launched a the deed to the house. Chase Bank donated the three-bedroom, Finance Helpline in February that provides members 1,500-square-foot property and Home Depot handled the renova- with assistance on issues related to short sales, fund- tions. The Military Warriors Support Foundation has coordinated ing, REOs, deeds in lieu, and fi nalizing transactions. the donation of 300 homes to wounded military veterans nation- Members can either call the helpline or submit an wide. For more, visit www.militarywarriors.org/openhomes. online inquiry to be connected to a lender liaison for one-on-one assistance. ■

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AE Liaison Joins Federal Credit Union for REALTORS® AEs on the Move Knowing how to best present the value of the REALTORS® Federal • La Dawn Anderst is the new CEO of the Credit Union (a division of Northwest Federal Credit Union) services Idaho Association of REALTORS®. Anderst has to members just got easier with the appointment of Victoria Gillespie, spent 22 years with IAR, serving as education who will work primarily with AEs to develop and tailor credit union director, membership services director, con- offerings to meet the needs of individual associa- vention coordinator, director of operations, ANDERST tions nationwide. and interim CEO. Gillespie is a REALTOR® with more than 20 years of banking experience. In her ﬁ rst few • Miki Bass is the new CEO of the Arkansas Association of REALTORS®. weeks on the job she partnered with the Fred- Bass has more than 16 years of experience within the association, most erick County Association of REALTORS® to offer recently as chief operating ofﬁ cer. Bass replaces Mark Marchand, who a REALTORS® Dues Savings Account designed served as CEO for two years. to enable members to proactively save for their annual dues. • Tessa Hultz is the new CEO of the Victoria Gillespie, REALTORS® The credit union offers more than 4,600 5,000-member Raleigh Regional Association Federal Credit Union’s new ® national director of business branch service centers nationwide, plus of REALTORS in North Carolina. She replaces development business checking, mortgage loans, com- Ray Larcher, who is retiring after nearly mercial real estate loans, and other financial services. Contact 20 years. Hultz was the CEO of the Wichita HULTZ Gillespie directly at 703-251-2190 or [email protected]. ■ Area Association of REALTORS® in Kansas.

Meet the New RCEs These 12 REALTOR® association executives earned their RCE (REALTOR® association Certifi ed Executive) designation after an extensive course of study and exam in March. RCE is the only professional designation created specifi cally for REALTOR® association executives. It exemplifi es goal-oriented AEs with drive, experience, and commitment to professional growth. Candidates earn the designation by accumulating points through an experience- and education- based application form and a comprehensive written exam. For more on the RCE designation, visit REALTOR.org/RCE.

Amy Aschenbrenner, RCE, Cathy Crossﬁ eld, RCE, Roxann Dunno, RCE, Lynda Fernandez, RCE, Suzanne Frazier, RCE, Guyla Greenly, RCE,

Longmont Association Hampton Roads REALTORS®, West Central Association Miami Association of Aspen/Greenwood Wyoming Association

of REALTORS®, Colo. Association, Va. of REALTORS®, Ohio REALTORS®, Fla. Springs MLS, Colo. of REALTORS®

Shelley Heck, RCE, Pen-Mar Diane Larsen, RCE, Veronica Precella, RCE, Laura Stroman Crowther, Brian Toohey, RCE, Johnny Wilson, RCE,

Regional Association Atascadero Association Boulder Area REALTORS® RCE, Coastal Carolinas Columbia Board of Wichita Falls Association

of REALTORS®, Md. of REALTORS®, Calif. Association, Colo. Association, S.C. REALTORS®, Mo. of REALTORS®, Texas

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any of your members don’t really dues investment will enhance their busi- Mknow what you do or why. At least nesses and careers. this is what Doug Rotthaus, CEO of the A value proposition is the member’s Omaha Area Board of REALTORS® in Ne- rationale for choosing his or her association braska, uncovered during the fi rst stage of over another or none at all, says Melynn his value proposition development. And Sight, a consultant who has helped many he’s probably not alone. associations develop value propositions. “We conducted focus groups and re- “The process of developing a value search with top-producing agents and proposition forces you to evaluate your found some of them really didn’t know services and communications with mem- what the association was all about,” says bers from the members’ point of view,” Rotthaus. “One referred to us as the ‘club,’ says Sight. “This is a signifi cant shift for and several showed confusion between the many organizations and one that can create state association and the real estate com- meaningful dialogue about current and new mission.” This intel outlined some impor- member services.” tant voids to fi ll in the association’s communications, he says. “But we already list our Uncovering what members think the benefits of membership” value of your association is and what they Although most REALTOR® associations believe it provides is the fi rst step in craft- have a benefi ts brochure or a Web page ing a member-centric way to express why listing all the products, services, discounts, they should be members. It’s called a value events, and programs that come with mem- proposition, and it was a marketing indus- bership, a value proposition goes beyond try tool for more than a decade before mi- presenting the benefi ts of membership. grating into association management. It’s “A value proposition is more than by Carolyn Schwaar a promise to members detailing how the what you get. It’s almost intangible,” ex- benefi ts they receive in exchange for their plains Sheila Dodson, executive director

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of Coastal Association of REALTORS® in Maryland. “It’s the problem solving for the Crafting the member that you do. It’s a description of value proposition how we answer their needs and communi- A single value proposition can be applied cating value in such a way that they under- to the entire association, or several value stand what they receive.” propositions can be developed for specifi c For example, you may believe that mem- programs or products. They can also be bers understand the value of educational developed for specifi c audiences, such as courses, but, in fact, many members fail to brokers or young professionals. connect the dots between education and But before you take your list of member- making more sales. This is where your value ship benefi ts and start detailing its broader proposition comes in. The value of educa- value, look at the value position toolkit that A value tional courses is gaining knowledge that will a workgroup of 17 REALTOR® AEs spent make members better professionals and lead two years developing. The toolkit, online at proposition: to career success. The value is what members REALTOR.org*, guides you through this • Finishes the statement: Our get out of the benefi t. enlightening and somewhat complex process members joined because . . . Members can appreciate this notion be- and covers a range of steps, from who should • Appeals to members’ strongest cause they do it in their business all the time. be involved in crafting the value proposition decision-making drivers Associations Strive to Define the Value of Membership They don’t just help families fi nd the right to how to communicate it to the member- (what’s good for my business, house with the right number of bedrooms ship. Yet if you’re not sold on the value of this what’s good for my career) at the right price; they highlight the value of process just yet, you’re not alone. • Is believable, authentic, and home ownership, the sense of being part of “Until I went through the process with 100 percent accurate a community, the investment in the future, my association, I don’t think I really un- • Is specifi c (as much as possible and the home as an expression of the own- derstood the whole concept,” says Dodson, in a brief statement) ers’ identity. vice chairwoman of the work group that • Addresses many, if not all, of the developed the toolkit. forms of value: quality, convenience, Why you need a Convening a group of volunteers and price, trust, image, time, and safety. value proposition staff to sit down and talk about programs, If you’ve gone on a broker offi ce visit and services, and member needs sounds much chatted with a roomful of young real estate like strategic planning or program auditing. A value agents about all the association does for But, as opposed to a strategic plan (which them, their businesses, home buyers, home details your organization’s goals and how it proposition sellers, and the community, you can practi- will allocate resources to achieve them) or cally hear their collective, “Oh, now I get it!” a mission statement (which describes the isn’t: Yet because you can’t always reach all your core purpose of your association), a value • A mission statement or members and potential members with your proposition is about how the association association “tag line” explanation of the true importance of mem- fulfi ls members’ needs. “It’s the outside-in • Aspirational bership, your value proposition (printed or perspective,” says Sight. “A value proposition • A laundry list of services posted) can do that for you. It is especially articulates what members need most and Source: Ken Esthus, Marketing General Inc.; and effective when included with your dues bill. links those concerns to relevant products Tracy Taylor, Natural Products Foundation As Dodson explains: “Last week, a member and services offerings that the association popped into my offi ce and told me, ‘When delivers.” we received our dues bills in the mail, we For example, the Coastal association’s used to question why we paid them. Thanks Web site doesn’t simply list technology class- to you, we now know what we get from [the es as a membership value; it says it provides Coastal Association of REALTORS®]. Now members with “technology readiness, be- we don’t have to question it.’” Continued on page 14

* REALTOR.org/ae/manage-your-association/value-positioning-toolkit SUMMER 2013 REALTOR® AE 13

I-12-15_Su13_Value_IM.indd 13 7/19/13 4:27 PM Continued from page 13 cause knowing the right technology and how to use it gives you more Sample Membership effective ways to service your customers.” “It’s a whole different way of communicating,” says Dodson. “It’s Value proposition: a big change in how you articulate what you do for members.” Membership in the [X] Association of REALTORS® Learning to think like a member comes from your value surveys helps real estate professionals become more and workshops. The value positioning exercise involves directly asking effi cient, more effective, more innovative, and members what they value and how valuable certain association services more profi table. We want you to be fully equipped are to them, and then using that feedback to shape your argument that to take on the challenges of today’s real estate will make members see your offerings in a new, more valued, light. marketplace so that you and your customers can For example, brokers may say they value “the long-term health of enjoy a brighter tomorrow. Through our members- the market” and not connect that to “political advocacy,” notes Sight. only classes on everything from real estate apps to “Being educated about what’s going on politically is important to negotiating, our discounts on key business products members, but they don’t necessarily say it that way.” and services that you use every day, and our When it comes to showing the value in REALTOR® association extensive networking and leadership opportunities, membership, translate your programs and services into member we are confi dent that we can prepare you for solutions and tools. greater success in this profession like no other Idaho’s Ada County Association of REALTORS® held several value- organization in the world. Are you ready to join us? proposition member focus groups where staff presented current programs and members talked about what they wished the association offered. “What became apparent,” says Sarah Kestler, the association’s director of communications, “was that a lot of what our members want or need we already offer, and they just didn’t realize.” The association didn’t need to offer more value programs; it needed to better communicate the value of its current offerings. The resulting value proposition campaign was called “Discover ACAR.” CarolinaHome.com Claim value offered by state and national “Realize that you’re not going to get everyone to see the value in every- Value Proposition thing you do,” says Terry Penza, CEO of the REALTORS® Association Your home search begins at CarolinaHome.com of Greater Fort Myers and the Beach in Florida, and also a member and ends in your new home. of the value positioning toolkit workgroup. “But if they see the value • Connect to a “no-pressure” home search — in many of the things you do, you’ll keep that member.” Come and browse; no registration required. What if your value survey uncovers a member need that your • Connect to local market data — services don’t directly address? Remember, you’re not alone in your We update every 15 minutes! value proposition. Your state association and the national association • Connect to the community — Match your are also important parts of the value you offer at the local level. Don’t interests to area demographics. forget to include federal advocacy on behalf of real estate and home • Connect to accurate information — ownership as a feature of membership in your local association, with We stand behind our data. a value proposition explaining why it matters locally. The NATIONAL • Connect to a trusted professional — Carolina ASSOCIATION OF REALTORS® has outlined the features and values it REALTORS® abide by a code of ethics that offers here: REALTOR.org/member-benefi ts/value-of-membership. Yet, goes beyond what’s required by law. one proposition does not fi t all. “Associations vary in their analysis • Connect to your future home. of important member segments, and more important, their core If your location is the Carolina region, begin competencies—areas where they excel that best match up with what your home search at the local resource that their important member segments most need,” notes Sight. “If an offers current and trustworthy property association can’t substantiate its claim of value, it won’t be credible. information—and is the fi rst choice of sellers It will just be a slogan.” to promote their properties. At CarolinaHome. The touch of salesmanship that comes with communicating value com, our goal is to connect home sellers and in a value proposition is new to many nonprofi ts that set themselves home buyers by connecting both to REALTORS®. apart from other companies that “sell” products or services. But today, in this economy, when members scrutinize every dollar they spend and ask what they get in return for their hundreds of dollars in dues, your value proposition is your answer. ■

14 REALTOR® AE SUMMER 2013

I-12-15_Su13_Value_IM.indd 14 7/19/13 4:27 PM I-12-15_Su13_Value_IM.indd 15 7/19/13 4:27 PM VALUE ConveyConvey VA LU E VAHow Associations Deliver LU the Value Message Eto Members

t’s not enough to be valuable. Associa- wealth magazine, then see a similar one in A Itions must convince others of their the online newsletter or cross-promoted in value, and that happens through clear, a targeted e-mail,” says Amanda Arwood, consistent, and pervasive communications. vice president of marketing and commu- Last year, the Pennsylvania Associa- nications. “Over time, recognition of the tion of REALTORS® created a member service begins to sink in and reinforce the value campaign ( A ) for the state’s 50 local overall value of the association.” REALTOR® associations that highlighted The Illinois Association of REALTORS® 12 values of membership, from political uses the theme “Fighting for You” in its A advocacy to education. Local associations advertisements ( C ) across all communica- customized campaign materials, including tions to show in pictures and words that print and electronic postcards, with their IAR’s value is that it ﬁ ghts for members’ own logos to use in their areas. real estate business and clients’ homeown- “The idea of creating something for the ership rights, says Ann Londrigan, the as- local associations came out of our strategic sociation’s director of member and associa- plan, which set our primary customer as the tion engagement. local association,” says Kim Shindle, the PAR’s media relations manager. “We held B Word-of-mouth a focus group with AEs to get their input value marketing on the values, and then created different Word of mouth today is no longer just face- talking points for them to choose from.” to-face meetings; it’s also social network- From e-mail and social media to video ing. What members say about the value and even print, the channels and opportu- of membership on Twitter, Facebook, and nities to market your value are vast. LinkedIn has an important effect on what The Virginia Association of REALTORS® others think. ( B ) created a series of value ads for its core Members explaining the value of their services—from the legal resources center membership is your most powerful market- to home-sales reports—conceived by staff ing tool. For this reason, it’s essential to and produced by an outside advertising have value proposition buy-in from elected ﬁ rm. “We believe that the consistent place- leadership and key members, since they ment of the ads across multiple channels will be your association’s most effective serves as a general awareness campaign; a champions. The Houston Association of by Carolyn Schwaar member might see one in our Common- REALTORS® uses member quotes in a sec-

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tion online* that highlights the value that they receive from particular products and services. Similarly, the North Shore-Barrington Associa- tion of REALTORS® in Illinois includes a testimonials page** on its Web site that features unsolicited member feedback on classes and Value Calculators services. One member even detailed why she Another effective way to communicate chose NSBA over another association. D value is to lay it out in dollars and cents. Member testimony via video is even more Assign dollar values to your products effective in swaying opinions because it better and services (in addition to those your conveys emotion and authenticity. members receive from their state and The Southeast Minnesota Association of national association) and contrast the total REALTORS® fi lmed a commercial featuring mem- dollar value to the dues members pay. The bers at the Minnesota Capitol, city halls, county Massachusetts Association of REALTORS® commissioner meetings, and other locations and the National Association of REALTORS® fi ghting for homeowners’ rights. The television offer online calculators (REALTOR.org/ ad campaign ( D ) with the tagline “Whether or member-benefi ts/member-value- not you ever buy another home, REALTORS® calculator) that enable members to check E have your back—Southeast Minnesota Associa- off the programs they use and add up their tion of REALTORS®, making Minnesota home,” dollar value. For example, a nonmember will air this summer on two television stations subscription to REALTOR® Magazine that cover all 11 counties of the state. costs $56 but is free for members. The commercial’s goals are not only to The Charleston Trident Association help the consumer understand the value of a of REALTORS® in South Carolina tells REALTOR® beyond the purchase and sale of their members visiting its Web site***: “The home, says Karen Becker, CEO of the South- cost of your membership is about $1 per east Minnesota association, but also to show day, but the benefi ts are priceless. It’s members how the association fi ghts for their estimated your REALTOR® membership visibility in the community and protects property is worth upwards of $15,000 per owners’ rights, which are the foundation of the year—if you take advantage of it!” local market. ***www.charlestonrealtors.com/ Don’t scrap the membership-mls/realtor-membership/ benefits brochure membership-benefi ts/ Although communicating value is more powerful than listing programs and services, that doesn’t mean that you should throw out your benefi ts brochure. Your association’s tools and services are examples of how you deliver on your value proposition, so it’s still essential to keep them Suburban West REALTORS® front and center in members’ minds. Association, Pa., value promotion The Portland Metropolitan Association of REALTORS® in Oregon distributes its four-page member benefi ts and value brochure ( E ) with dues mailings and posts it online, where it has gotten more than 1,500 views, says Elizabeth Coffey, director of communications. ■

* http://www.harconnect.com/2012/02/02/ what-members-are-saying-about-har/ Massachusetts Association of ® ** http://www.nsbar.org/testimonials/list San Mateo County Association of REALTORS ’ value promotion REALTORS®, Calif., advocacy promotion

SUMMER 2013 REALTOR® AE 17

I-16-17_Su13_ValueCom_IM.indd 17 7/19/13 4:05 PM By Alice Martin, RCE, CAE SharedShared MartinConsultingSolutions.org VAVA LU LU E E Double Your Value Without Increasing Your Budget

s today’s discussions about relevancy, member value, and and pays the salary, but the GADs work at the local associations. lowering costs without diminishing services go round (Sometimes, the local pays a separate bonus for extra or unique Aand round, we’re left wondering: How do we do it all, services beyond their GAD duties.) This arrangement not only while becoming lean and fi t organizations? enables small associations to have their local issues represented One of the most effective, and overlooked, methods of at the state capital, but also provides them the benefi t of hav- providing real value while streamlining services is collaborat- ing staff explain the value of political advocacy to members. ing with other associations. “What?!” you ask, “Aren’t they my There are infi nite ways to cooperate with your neighbors, competitors?!” or even those further away with virtual means (and needs). Although many associations compete for members, and There are also many opportunities to share with community often provide a similar list of services, programs, and products, organizations that have similar goals, such as your builders as- keep in mind that not everyone has the same strengths. sociation, chamber of commerce, homeless shelters, or banks.

Sharing services is a time-tested, but It’s one thing to come up with a great sharing infrequently used, approach that gives more opportunity; it’s quite another to launch it. to members without exhausting associations. You have the staff, funding, and leadership personalities of two For example: Your association is recognized for delivering or more associations to coordinate. Not to mention written quality classroom education programs while a nearby agreements, verbal commitments, sharing committees, and— association has invested in technology for delivering online let’s not forget—the fair division of labor. There are many education (but members aren’t participating because aspects at play that can sink a great idea before it even gets a the content doesn’t meet their needs). chance to prove itself. What a marriage?! By combining For this reason, NAR’s Association Leadership Develop- the popular classes (speakers and ment department recently revised its shared services resources. content) with the technical The improved resources will guide you through a series of sim- delivery, more members from ple-to-follow steps in assessing your strengths and the strengths New Shared Services both associations are likely of your programs. Once that assessment is complete, you can to attend the live classes connect with others who may complement your services. Toolkit & Workshop and participate in online The new shared services resources, which I had the pleasure NAR’s revised Shared Services Toolkit has webinars. Members of working with NAR on, address fundamental issues, such as other examples and recommended steps get more education the notion that one association offering to share is really trying to get you where you want to go. Another delivered the way to “take you over” or get you to merge. I’ve found this is not beneﬁ t of this resource is that it gives you they want it, and you the case in most instances. On the other hand, th e guide also the option of undertaking this project and and your partner covers using sharing as a trial for a potential merger if that related assessments on your own or hiring association get more topic has been considered, giving each association a chance an objective and independent facilitator income and happier to see how that cooperation can work. if that works best for your situation. members. In short: From my experience as an AE and working in NAR’s As- added value without sociation Leadership Development department, I’ve learned Visit REALTOR.org/ae/manage-your- added work. that when associations can and do overcome the “we’re dif- association/shared-services to access Another example ferent than they are and we do things our own way” attitude, the toolkit, or contact Cindy Sampalis is sharing staff. The there is an overall commonality in purpose—to do what’s best at [email protected] for more Illinois Association to help members succeed. I’ve seen ego and jealousy overcome information about conducting a Shared of REALTORS® shares by identifying joint goals that were then reached through the Services Workshop in your area soon. government affairs di- right attitudes, timing, and good communication. Remember rectors with the state’s lo- that it’s all about offering relevant programs and services that cal associations. IAR hires provide more member value. No need to do it alone! ■ 18 REALTOR® AE SUMMER 2013

I-18-19_Su13_SharedValue_IM.indd 18 7/23/13 11:09 AM I-18-19_Su13_SharedValue_IM.indd 19 7/19/13 4:11 PM REALTOR® Party Associations Join in Public Transit Planning REALTORS® have always known that accessible and efﬁ cient public transportation boosts property values and encourages development. Especially today with gas prices, congestion, and environmental

concerns making cars a less desirable way to get Regional Transportation District’s existing transit around, REALTOR® associations see growing value system. The fi rst phase of the expansion, a new light in actively supporting public transportation projects rail line between Denver and Golden, called the West that connect people to jobs, services, and each other. Rail Line, began carrying passengers in April 2013. Joe Molinaro is the managing Several REALTOR® associations have made good use During construction, DMAR teamed up with the director of Community and of REALTOR® Party Initiative grants and services to Denver Regional Council of Governments to spon- Political Affairs at the not only improve their communities but also highlight sor a tour and seminar for REALTORS® and elected NATIONAL ASSOCIATION OF REALTORS® as key players in important community offi cials to raise awareness about the development REALTORS® in Washington, D.C. issues. potential of rail corridors. He can be reached at “We were very active in land-use planning for the [email protected]. Connecting commuters and communities West Rail Line corridor,” says Susan Aldretti, gov- The Metropolitan Indianapolis Board of REALTORS® ernment affairs director for DMAR. “People realize (MIBOR) is part of a coalition beating the drum for we need to create more dense development in our Indy Connect, a long-range transportation plan for inner-ring suburbs because we can’t continue to sprawl Indianapolis and Central Indiana, that includes light outward.” rail and bus rapid transit. Aldretti calls the West Rail Line an “economic “It all comes down to keeping our region com- engine” that is both generating new housing and at- petitive and enhancing the overall quality of life,” tracting new employers, including a hospital and a says Chris Pryor, the association’s government affairs company headquarters. “Any time you increase the director. “Ultimately, that’s what’s going to drive the number of jobs, you increase the number of people success of our real estate market and the success of buying homes in the community,” she explains. our individual REALTORS®.” Eventually the region will need to raise the sales tax Assisted by an Issues Mobilization grant from the again to fund additional system expansions. DMAR NATIONAL ASSOCIATION OF REALTORS®, MIBOR asked NAR to conduct a poll on its behalf to deter- and other coalition partners lobbied the state legis- mine if the public would support an increase. The lature to put a referendum on the ballot that would poll, a service provided by NAR’s campaign services create a local funding source to help build and oper- department, revealed the increase would likely not ate the Indy Connect system. Their goal is to seek be approved at this time. NAR then offered guidance voter approval for an income tax hike of .03 percent on what steps would make approval more likely in the in fall 2014. future, information DMAR shared with key decision- “It’s been a huge benefi t to our association to work makers in the region. with the coalition,” Pryor refl ects. “It’s positioned us That kind of collaboration “increases the value of as being a leader on a major issue that’s very important REALTORS® as participants in decisions in the com- to Central Indiana.” munity,” Aldretti says. “When issues come up, you have more infl uence.” Combating sprawl through better connections Getting out in front of the growth The Denver Metro Area REALTORS® (DMAR) helped The Utah County Association of REALTORS® (UCAR) pass a sales tax increase back in 2004 to expand the considered it a “no-brainer” to support plans to ex-

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I-22-23_Su13_REALTORParty_IM.indd 22 7/19/13 4:17 PM “We want to help drive the kind of smart growth concepts that REALTORS® support. If you grow in a sophisticated way, you’re buying and selling higher value properties and you’re improving the quality of life for everyone.” — Taylor Oldroyd, CEO, Utah County Association of REALTORS®

tend the region’s FrontRunner commuter rail line 45 connection between the state’s two largest popula- miles south from Salt Lake City to Provo, says Taylor tion centers—Portland and Auburn/Lewiston. Using Oldroyd, chief executive offi cer. 30 miles of idle track, the Smart Growth Mobility “There’s a lot of open ground around the new rail Project—Maine Rail Transit Coalition is working to stations and there’s going to be a lot of development connect people to job centers. there. We want to help drive the kind of smart growth “Maine is very rural and our economic develop- concepts that REALTORS® support,” Oldroyd ex- ment options are limited. We see this as an oppor- plains. “If you grow in a sophisticated way, you’re tunity for growth,” says Suzanne Guild, executive buying and selling higher value properties and you’re offi cer for MCAR. improving the quality of life for everyone.” As planning and fi nancing efforts for the proposed Shortly before the extended line opened late last line continue, MCAR secured a Smart Growth Grant year, UCAR sponsored an open house that brought from the REALTOR® Party that allowed the coalition together more than 100 stakeholders to learn more to complete an important study and seek important about what to expect when the trains began running. changes in state transportation funding policies. “Our The association also published a series of print ads to role in the coalition has enabled our REALTORS® to promote the line. Through the REALTOR® Party, NAR partner with people they haven’t partnered with in the awarded UCAR a Smart Growth Initiative grant to past, such as the Sierra Club and other environmental support both efforts. organizations,” Guild says. UCAR will apply for another REALTOR® Party Maine residents have already shown their thirst grant to sponsor a series of planning sessions in order for rail by fl ocking to a new Amtrak route between Grants & Programs to help create a vision for development up and down Portland and Boston. “REALTORS® are in tune with Visit REALTORactioncenter.com the new line. “Our role is education, leadership, and what their community needs,” Guild comments. “Our for a list of grants, programs, awareness,” Oldroyd refl ects. “The idea is to get out involvement in the Maine Rail Transit Coalition shows resources, success stories and in front of the growth.” REALTORS® are part of the solution.” downloadable materials to If these stories resonate with you, please visit us help you in your smart growth, Connecting people to job centers online for further information and NAR staff contacts political advocacy, housing The Maine Commercial Association of REALTORS® at REALTORactioncenter.com/realtor-party/tools-and- opportunity, diversity, and (MCAR) is a key player in an effort to establish a rail resources/mrp/. ■ other initiatives.

SUMMER 2013 REALTOR® AE 23

I-22-23_Su13_REALTORParty_IM.indd 23 7/19/13 4:17 PM Law & Policy

Your Part in Defending the Marks A valuable beneﬁ t of membership in the REALTOR® organization is being able to use the REALTOR® trademark. Consumer awareness campaigns at the local, state, and national level promote the value

of using a REALTOR® and the difference between with their name and with the name of their business REALTORS® and real estate agents who are not mem- (e.g., www.judismith-realtor.com or eliteexecutive bers of the NATIONAL ASSOCIATION OF REALTORS®. realtors.com). The rules specifi cally prohibit members Yet, in order to maintain the value and importance from using any descriptive terms in connection with Katherine Johnson is an of the mark, REALTOR® associations must actively the mark. associate counsel at NATIONAL protect the mark by promoting its proper use and cor- ASSOCIATION OF REALTORS® in recting misuses. If the REALTOR® organization didn’t Educate members to avoid confusion Chicago. She can be reached actively defend its trademark and allowed it to become There are several good reasons why members are at [email protected]. generic, it would become harder if not impossible to restricted as to how they can use the REALTOR® trade- enforce its proper use as identifying a member of the mark, and simply being made aware of these reasons NATIONAL ASSOCIATION OF REALTORS®. has led to increased compliance by members. First, in order to protect the federal trademark registration, To maintain the value and the mark must be used only to serve its purpose of identifying members. Using the mark for any other importance of the mark, purpose—for example, using it to refer to real estate REALTOR® associations must agents in general—is outside the scope of its meaning and may weaken our ability to maintain trademark actively protect the mark protection. by promoting its proper use Further, REALTOR® means “member of NAR” and all members of NAR are REALTORS®. Other than the and correcting misuses. membership class called “International REALTOR®” and the new “Student Member”*, NAR does not have Did you know: The rules Last year alone, NAR’s trademark administra- different classifi cations of membership. That is why that deﬁ ne the proper use tor received nearly 400 complaints from members it is improper to use a descriptive term in connection of “REALTOR®” in a domain about misuses of the trademark. The great major- with the term REALTOR®. For example, NAR does not name also apply to e-mail ity of those complaints pertained to members who have membership classes for “commercial”, “green,” addresses, user names were violating NAR rules by using a geographic de- “diversity,” or “second-home” REALTORS®. Therefore, and URL extensions on scription in connection with the term REALTOR®. using such descriptive terms is improper and may Facebook, Blogger, and For example, a member located in Chicago may lend itself toward incorrectly being interpreted to other social media sites. have obtained the domain name bestchicago mean “real estate professional” generally. For example, realtor.com or smithchicagorealtor.com. members should not use slogans in their marketing Those examples are both improper like these: “Miami’s top-producing second-home uses of the trademark because REALTOR®” or “Live in concert with your environ- a descriptive term, Chicago, ment with a green REALTOR®.” is being used to modify NAR has established a comprehensive Trademark REALTOR®. Members may Protection Program that is designed to ensure that use the REALTOR® trade- the REALTOR® trademark is used only by or in refer- mark only in connection ence to members of NAR and state and local associa-

24 REALTOR® AE Summer 2013

I-24-25_Su13_Legal_IM.indd 24 7/19/13 4:18 PM NAR and many state associations worked in concert earlier this year to shut down the Web site www.realtor-complaints.com that was misusing the REALTOR® trademark, posting false complaints about real estate practitioners, and demanding money to have the complaints removed from the site.

tions and to ensure that all uses are proper in form Constitution and bylaws and the policies and guide- and context. Because NAR believes that voluntary lines set forth in the Membership Marks Manual. To compliance is the most beneficial and cost-effective achieve this, each association should assist in famil- way of protecting and maintaining the REALTOR® iarizing its members with the policies and guidelines trademark, in addition to its education program, NAR has implemented a written cease-and-desist process to NAR sends out more than encourage compliance by misusers. However, if compliance or a satisfactory agreement cannot be reached, 2,000 letters a year notifying NAR will initiate a complaint against a member with members and nonmembers his or her local association or take legal action as necessary. For example, in 2012 NAR filed a complaint that their domain name with the World Intellectual Property Organization violates NAR’s rules. over the domain name gayrealtor.com after its owner declined to stop using the URL. NAR was awarded in the manual by conducting education sessions for ownership of the domain. current members and by covering this topic in new When necessary, NAR has been successful in ob- member orientation. The manual also contains sample taining court orders against infringers ordering that letters associations may use to contact misusers of the they cease and desist misuse of the trademarks and, trademark. Often, members do not intend to break in many cases, pay NAR damages relating to the in- the rules. They just weren’t aware of them. That is fringement and costs associated with where the state and locals can be most effective. In 2012 a British company the lawsuit, including attorneys’ Recently, NAR updated the manual into an announced the launch of fees. In addition to other easy-to-read-and-access format available at www its new marketing tool, legal actions NAR may .REALTOR.org/mmm. The trademark rules have not Realtor Smart Apps, to the pursue, NAR may file changed, but their accessibility to members and as- U.S. market. Their press a Uniform Dispute sociation staff has greatly improved. The manual also release was met with a letter Resolution Policy incorporates the specific guidelines and application from NAR. The company complaint against an of the rules regarding use of the trademarks on the said it was unaware that individual or com- Internet and specifically in social media. The updated REALTOR® was a member pany that is misusing manual also contains links to the educational and mark and promptly changed a mark in a domain entertaining trademark videos and sample letters to the name of its product name, which may result help association executives with their own trademark to Realty Smart Apps. in mandatory transfer of protection efforts. the infringing domain to The goals of NAR’s Trademark Protec- NAR. tion Program are to preserve the federal trademark registration, create Locals have an essential role and increase the value of goodwill, State and local associations also have the duty to po- and maintain the original intend- lice and enforce proper use of the trademark. NAR ed purpose and meaning of the bylaws require each association to cooperate and REALTOR® trademark for the benefit coordinate with NAR in any and all attempts to halt of all members. In order to achieve or prevent any unauthorized or improper use of the these goals, members must be made REALTOR® trademark. Associations are responsible aware of the rules governing their use of for ensuring that their members use the trademark the trademark and misuses of trademark in compliance with the license set forth in the NAR must be recognized, identified, and corrected. n

Summer 2013 REALTOR® AE 25

I-24-25_Su13_Legal_IM.indd 25 7/19/13 4:18 PM Small Board Tap Into NAR’s Value My small association, like so many others, went through some belt-tightening over the past few years that made us refocus our offerings on what our members say they need and value most. Unfortunately, that left some areas that I feel are course designed by NAR, called “Smart Growth in the really important—such as smart growth, housing op- 21st Century.” We offered it to members for free and portunity, and local legislative advocacy—relatively the response was outstanding. Members really valued unfunded. We don’t have the resources to devote to the opportunity to learn about this topic and how it educating members on these topics or to put behind could affect our community’s growth in the future (no grassroots community development programs. doubt they also appreciated the free CE credit). We Luckily, the NATIONAL ASSOCIATION OF now plan to apply for a Tier 2 Smart Growth Grant REALTORS® offers some free assistance that enables for up to $5,000 to launch a daylong symposium about us to not only educate our members but also claim our smart growth and development for our entire commu- Amy DuBose, RCE, e-PRO, seat at the table when important growth, housing, and nity, including local organizations and policy makers. is the association executive legislative issues arise in our community. Through these offerings, we’re able to position the with the San Marcos Area REALTOR® organization as the go-to resource for this Board of REALTORS®, Texas. Grants to host smart growth programs type of information. She can be reached at In 2012, my association applied for the Tier 1 Smart Another really simple way we’ve been able to stay 512-396-5478 or Growth Grant through NAR. I was shocked by how visible on smart growth is by giving our local planning [email protected]. easy the process was. We received a $1,500 grant and zoning commissioners and city council members and used it to host a four-hour continuing-education the On Common Ground magazine that NAR publishes.

NAR’s four-hour “Employer- Assisted Housing” class or the six- hour “Expanding Housing Opportunities” class can be offered to members for free with a Housing

Opportunity grant. An example of an aﬀ ordable housing development plan: Eden Housing, Hayward, Calif.

26 REALTOR® AE Summer 2013

I-26-27_Su13_SmallBoard_IM.indd 26 7/23/13 11:23 AM Example of a smart growth development plan: Fayetteville Street corridor, Durham, N.C. Courtesy Fayetteville Street Group.

On Common Ground is a free, semi-annual magazine ments vary based on the amount requested and your “We now plan that presents a wide range of views on smart growth proposed project. to apply for a issues with the goal of encouraging dialogue among My association received issues mobilization funds REALTORS®, elected officials, and other interested to help combat negative forces who were fighting a Tier 2 Smart citizens. Sharing this content builds bridges between road bond package that would finance engineering, Growth Grant for our organizations and lets community leaders know design services, and construction for up to five road that we are in favor of responsible growth. projects in our county. I applied for funds through up to $5,000 to the Texas Association of REALTORS®. The issues launch a daylong Grants to host housing mobilization committee then determined there was symposium about opportunity programs time to get matching funds from the national associa- A grant through the Housing Opportunity Program, tion. When the funds were approved, we used them smart growth funded by the national association, offers another to pay for direct advertising to the public to vote for and development chance to provide value to our members. The grant the bond package in the elections. We communicated program provides local and state associations with the importance of the bond effort to our members via for our entire up to $5,000 to put on any type of housing event or all channels we use (social media, e-mail, luncheons, community, program. Associations can also apply for a grant up to and face-to-face contact) and we made them aware $1,000 to host either a four-hour “Employer-Assisted that we had received issues mobilization funds for this including local Housing” class or a six-hour “Expanding Housing Op- program. Members are keenly aware that a portion organizations and portunities” class, which are both developed by NAR. of their dues are earmarked for political advocacy, policy makers.” Some time very soon, we hope to apply for this grant so we were eager to show that some of that came to fund a housing fair. home to our county for this important fight, which Even though I know a local housing fair would we ultimately won! provide great opportunities for consumers in my area to learn the innerworkings of real estate and boost the Free member information to repurpose profile of my members, right now we do not have the Lastly, NAR provides me with great information on a volunteer or staff manpower to put on a program, even variety of topics I can use in my member communica- with the funding. Small associations like mine need tions. Not only do I summarize the national associa- to plan far in advance and select our events carefully tion’s press releases posted on REALTOR.org but I so we don’t overburden our volunteers. also link to the blog posts at REALTOR.org that cover a wide range of topics—from research and education Grants to sponsor legislative advocacy to technology. There are also blogs for specific real You have, no doubt, heard about NAR’s Issues Mo- estate concentrations. These blogs can be shared with bilization opportunities and the funding available your members easily through your newsletter or via to local and state associations. This is a great oppor- social media. When you don’t have to reinvent the tunity to make a significant difference in your com- wheel to keep members informed, you save time. munity. Funding for political and legislative advocacy Being small with limited staff and budget does not campaigns can range from a few thousand dollars mean that you have to offer members less value. Re- to upwards of $100,000. The application require- sources are available; you just have to tap into them. n

Summer 2013 REALTOR® AE 27

I-26-27_Su13_SmallBoard_IM.indd 27 7/23/13 11:23 AM AE Profile

Show Me the Value Showing membership value boils down to one idea, says Annemarie Howard, CEO of the Charlotte Regional REALTOR® Association and the CarolinaMLS: “Members want to see how their dollars are at work.” Calls for action, tracking and infl uencing local To this end, the Charlotte Association launched an issues, along with candidate questionnaires and inter- online Membership Value Calculator, which is similar views, have become increasingly important to mem- to the National Association’s, but highlights only local bers, she says. “Especially recently with the potential association offerings. “Members can easily see which changes to the MID and property-tax deductions here offerings they use and put a dollar fi gure on that sav- in North Carolina, members realize that these are real ings,” says Howard. “More important, they can see issues that affect their livelihoods.” which offerings they don’t use but should be using to Of course, what members value changes over time get the most value out of their membership.” prompting associations to develop and sunset pro- However a value calculator alone isn’t enough to grams. “Well before the recession started, we realized express value, especially if the members don’t take ad- that the credibility of real estate professionals was at vantage of those offerings, Howard says. “In addition, stake,” says Howard. “We needed to communicate an association needs to deliver a value proposition [see to consumers the value of using a REALTOR® so they p. 12], which describes how what we offer is unique could understand how the market was changing al- from what others offer.” most daily. Once the recession hit, our message to Annemarie Howard, is CEO of For example, Charlotte’s value proposition high- media and consumers was deliberate; we always looked the Charlotte Regional REALTOR® lights how its real estate school boasts an impressive for ways to promote the value of using a REALTOR® Association, N.C., and the array of instructors and a variety of and the unique expertise that CarolinaMLS. ® timely classes, while others don’t. EALTOR® REALTOR bring to the trans- Contact her at 704-372-0911 “Our mediation and arbitration “The R action.” or annemarie.howard@ services can save members time association provides Today, however, now carolinahome.com. and thousands of dollars, and our that the national and lo- local dues are less than most com- so much value, but cal housing markets are parably sized associations,” says that value often gets recovering and many Howard. “Isn’t that what people REALTOR® are busier than want to know?” lost because members ever, they probably view Yet, the challenge remains for are hyper-focused on “REALTOR® value” market- the Charlotte Association to dem- ing as less important, How- onstrate the value of being a mem- the listing system.” ard says. ber aside from the requirement to A higher priority today, do so in order to access the MLS, says Howard. “The Charlotte members indicated in a recent value propo- REALTOR® association provides so much value, but sition survey, was providing consumers with a robust that value often gets lost because members are hyper- REALTOR®-branded local property search. The Char- focused on the listing system.” lotte association launched a value proposition workgroup specifi cally to defi ne the value of redesigning Growing appreciation for advocacy its property search. “The result of the workshop was Howard sees progress being made in members appre- a new understanding of CarolinaHome.com’s target ciating the value of association political advocacy. As a audience and the unique offerings that differentiated former Washington, D.C., lobbyist herself, Howard is it from competing sites,” says Howard. keenly attuned to the importance of her association’s The new home search feature to launch in 2014 is role to advocate for home ownership on behalf of just the latest way the Charlotte association is showing REALTORS® and their buyer and seller clients. members their dues dollars at work. ■

28 REALTOR® AE SUMMER 2013

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THE BUSINESS JOURNAL FOR REALTOR® ASSOCIATION EXECUTIVES Summer 2013

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