Awhile ago fellow VARBuzz and AgentGenius contributors Jim Duncan and Daniel (The Zebra) Rothamel wrote articles regarding Paying NAR Dues and NAR Engaging it’s Members. They are great posts, with tons of interactions from members who support and unfortunately some of those who don’t support the Association. The entire mission of the Association is to be a relevant factor of support and advocacy for the REALTOR member. A great deal of work goes into carrying out the directives to fulfill these missions, from both REALTORS and staff. Having now been both a practicing Realtor and most recently a staff member, I am seeing that a vast number of the tools, initiatives and resources created to enhance the agent’s success have been underutilized. I feel that the Associations are answering your call, but you can’t hear us.
What Is The Barrier
As a staff member of FAAR, I’ve received countless calls and e-mails asking for a wide variety of assistance, and I always have resources from our local association, VAR or NAR to give to the member. The members frequently ask why they didn’t know about these tools in the first place – good question.
Recently our Association had a meeting planned for Brokers, so that they could come provide open-forum feedback in preparation for our Strat Planning session. Four days before the meeting and after a ton of notices, e-mails and marketing we had two members registered. The workgroup decided to call the Brokers and in response we had almost 50 people attend the meeting.
While pondering this post, I asked my friends on Twitter how they would like to be communicated with. Almost all of them said e-mail. However, one commented that e-mails have become so ubiquitous that they are almost irrelevant. There are so many people trying to e-mail you and get your attention that people are scanning them over without registering their importance.
This would explain why only about 20% of our e-mails, sent to members, are actually read. But it begs the question; why with so many agents asking for their Associations to provide services, are members not paying more attention to the primary resource for their business?
Call To Action
Most all Associations use e-mail, post cards, brochures, fliers, etc… Calling on the phone, for most Associations, isn’t an option because of the size of the organizations and lack of staff. So, what do you feel is the best way for your Association to keep you up to date and show you the plethora of tools that we’ve developed to help you with your business?