what members want steve murray terry penza associations built to make the market place work!

What Members Want

Steve Murray

Terry Penza

Associations Built to Make the Market Place Work!

Learning objectives:

• Top producers and brokers do want to belong to an association

• Make it easier for agents to list and sell in whatever market they want to pursue

• Members want standards



THE MEMBER: (Steve Murray) What does the member want from the association

• The agent• The Owner of the company• The sales manager• Prospective and analysis



THE ASSOCIATION: (Terry Penza) What should those services be and how to deliver them to the membership.

• How to be an important utility while maintaining advocacy and market

• Refocus educational offerings to provide the tools desirable.

• Redefining your strategies


Laying the ground work…..

1. First, recognize your 5/6 different customer base

2. Members are varied and want different things

A. Brokers large and small

B. Agents big and small

C. Affiliates

3. Top producers are 10-15% of the membership and want different things than the 80% of the membership making less than 5 deals

A. Large brokers of 50 agents or more want something different than small brokers

B. Affiliates want to rub shoulders with all members


Laying the ground work…..

4.What the association wants is RELEVANT and INCOME PRODUCING relationship and so does MLS/Brokers/Franchise/state/national.

5.Once you understand this premise then you can offer unique RELEVANT and INCOME PRODUCING services to each customer group

6.Now, let’s cover the issue of what members want


Laying the ground work….

7.Get to know each customer group and what they want

8.Should you compete with the broker’s services?

9.Perception is reality – change the reality

10.Change is constantAssociations Built to Make the Market Place Work!

“Only inaction causes good people to fail at being successful real estate professionals. “

That can be said of successful CEO’s leading REALTOR® associations.


Find the answer….

• What does the member want from the association

• What should those services be and how to deliver them to the membership.


Last Year at AEI Brokers said of “Glacier association”:• I rely on the Association to have my back

• I want you to make it easer for agents to list and sell no matter where they are

• You are trying to do too much

• Education should be designations or how to use tools not skills


Last Year at AEI Brokers said of “Glacier association”:• If you permit you promote

• Show a downside if not follow the rules

• Fresh talent not young talent

• ASK!

• Future is now it is just not evenly distributedAssociations Built to Make the Market Place Work!

One size does not fit all….


Why did associations begin?

• To make the market place work


Who to listen to?

• The numbers are in the agents but the power is in the owner


Know the owner

• Broker’s margins• Where they make money• Their services to their agents

• ….Associations can come between the owner and their income (example: community outreach projects)


Know your membership

• Statistics of your membership

• Talk to the owners– What type of office they

have– What they need from the

assoc

• Background information


Know your membership


3 things to engage the owner

1. Show interest in them

2. Ask them to help you learn about their business

3. What can you do together and not to compete

LISTEN

…agent and broker have the same vote but are not equal in the field of business…


Know where the friction comes from…


Your Association

Owner &

AOR Owner & Agent

Owner & State

Owner & NAR

Owner & MLS

Owner & Franchise

Owner & Competitors

Owner & Teams

Empathy goes a long way…

• How do YOU feel when State or National starts offering a service you were offering?


#1 What owners want from their association• Legislation and litigation assistance• The larger the company the less they want from

associations

• ….stay away from services that level the playing field…


Stop competing with the owners…give them what they want• Partnerships• Co-branding


Stay away from services that level the playing field….

Common Services

• Education• Community Outreach

projects• Public facing website with

member listings• General membership

meeting

What this means to the owner

• Taking revenue from them• Taking donations from their

project• Taking leads and eyes • Other owners soliciting their

agents


Programs to stay away from…

• Recruiting seminars• How to market• CRMS

Concentrate on education of tools not skills..

General education is GOOD!


How to use the tools

• Searches• Forms• Lock boxes

• 70% of your membership aren’t doing enough business to warrant spending a lot of money


You do too much


Owner perception of Solutions1. All association levels need to define marketplaces and

then rebuild around them.

2. Consolidate administrative services

3. Each level specific responsibilities assigned to the most effective association

4. MLS should organize around market areas and consolidate

5. MLS should consider only those services that serve their participants and their ability to conduct their business and not intervene between the members and the housing consumer


what members want steve murray terry penza associations built to make the market place work!

Documents

market place work

ground work

member services

brokers services

strategies associations

association wants

glacier association

constant associations