Professional Documents
Culture Documents
ORG / RAE
ASSOCIATION EXECUTIVES
SPRING 2012
Tech
Tools
AEs Reveal Their Favorite Apps How to Optimize Facebook and Twitter
page 14 page 16
page 26
Contents
Features
Best of the Web
Winners of REALTOR AE magazines 10th annual Outstanding REALTOR Association Web Site Contest. By Carolyn Schwaar Page 12
Spring 2012
Appmania
p. 12
Syndication Success
A look at the legal considerations of effective listing-data licensing. By Katherine Johnson Page 20
p. 20
Columns
A EC C H A I R 2
Reggie McCrary, EVP of the Atlanta Board of REALTORS, on tech for productivity.
p. 24
AEC Chair
Be a Technology Role Model
A
dapting to new technologies isnt a choice for association executives; its a necessity. Beyond the charge of managing effective associations, we serve an important role model function for our members. REALTORS look to us for best practices involving which tech tools we use and how we employ them in our daily business practices. They are also inuenced by our use of social media and other nontraditional, tech-related marketing techniques. Even if we cant troubleshoot all tech issues ourselves, we should be able to direct our members to reliable sources of information. So what does that mean? First of all, the basics: Be sure your association budget allows for maintaining and occasionally updating your technology resources, including computers, software, smart phones, and tablets used by staff. Offer training. Its no use to provide smart phones if your staff doesnt know how to download an app. The same holds true for the latest accounting and database management software. Dont hold out on investing in technology, like purchasing iPads or tablets, or developing a local market data appyour members are using them! Remember your function as a role model and resource. Anticipate your members needs and help them integrate technology into their business. Listen for the technology buzz among your members. Get a feel for their questions and deciencies when it comes to technology and respond to them by providing classes, workshops, articles, or other educational opportunities your members appreciate. Teach best practices on how to use common tech tools effectively, and develop technological capabilities. Theres a big gap between having a Facebook page and knowing how to use it as a protable marketing technique. Dig beyond technologies you use every day to nd the tools members would nd useful. For instance, educate your members on how using listing syndication to display listings automatically across a variety of important real estate Web sites can make them more competitive. Keep it fun! Dont limit your associations use of social media to promoting classes or events. Demonstrate your technological prociency by engaging members in conversations via social media. Re-tweet helpful member Twitter messages; like posts you nd worthwhile on members Facebook pages; and comment on blog posts. Compliment your members who make meaningful use of social media and invite them to do the same! If youve created a blog, use it to spotlight your personality with short and simple postings on market reports, the importance of education, or topics members ask aboutreally, anything on which you have expertise. Share what works for you. If you have a favorite app or a preferred type of smart phone, tell your colleagues why. Having the conversation helps keep us all aware of new trends and best practices, better positioning us to do what we do bestserve members. On another note, it was wonderful seeing so many familiar (and new!) faces at this years AE Institute in Louisville. Thank you to the tremendous group of NAR staff and association volunteers who orchestrated the programming and events for the centennial celebration. It was a privilege to be with you all. Ginger
Ginger Downs, RCE, CAE, is CEO of the Chicago Association of REALTORS. Contact her at 312-214-5516 or gdowns@chicagorealtor.com.
MORE ONLINE Visit the AE Committee page at REALTOR.org for more on AEC activities in 2012.
Downs
Chair, Association Executives Committee Ginger Downs, RCE, CAE CEO, NATIONAL ASSOCIATION OF REALTORS Dale A. Stinton, RCE, CAE Senior Vice President, Communications Pamela Geurds Kabati Managing Director, Publications Stacey Moncrieff Editor, REALTOR AE magazine Carolyn Schwaar
430 N. Michigan Ave., Chicago, IL 606114087 500 New Jersey Ave., N.W., Washington, DC 200012020 800-874-6500 infocentral@realtors.org; REALTOR.org
Contributing Editor, REALTOR AE magazine Amanda Avutu Advertising Account Representative Stephen Coughlin, 800-542-4835
2012 by the NATIONAL ASSOCIATION OF REALTORS0. All rights reserved. (ISSN 00340804) REALTOR AE is a professional magazine published four times yearly by the NATIONAL ASSOCIATION OF REALTORS as a service for REALTOR association executives. Articles in this magazine are written from the perspective of the REALTOR association executive. REALTOR AE is an informational publication of local, state, and national association programs, activities, and current trends and ideas in association management and their practical application in REALTOR associations. Views and advertising expressed in REALTOR AE are not necessarily those of or endorsed by the NATIONAL ASSOCIATION OF REALTORS. Magazine archives available online at REALTOR.org/RAE. Reprint permission: 312-329-8874. Distribution: Local and state executive ofcers and MLS directors. Subscriptions: Write to NATIONAL ASSOCIATION OF REALTORS, Publications, 430 N. Michigan Ave., Chicago, IL 60611, or call 800-874-6500.
REALTOR AE
SPRING 2012
Briefing
The countdown is on. The NATIONAL ASSOCIATION OF REALTORS ethics requirement gives members until Dec. 31, 2012, to take an approved ethics course. And given the average real estate practitioners notorious penchant for operating on a just-in-time basis, associations are doing everything they can to avoid holding eleventh-hour ethics courses for hundreds, or even thousands, of members in December. Mary Ann Monteleone, vice president of professional development at the 19,350-member Long Island Board of REALTORS, says shes taken several steps to ensure members are aware of the deadline. For example, members who have not satised their ethics requirement see a red ashing message appear on their home screen every time they sign into the MLS. Cindi Ferguson, e-PRO, director of professional development for the Wichita Area Association of REALTORS, notied every member in January via e-mail about the requirement and has published a newsletter article on ethics every other month since last fall. We are holding a course every other month and doing private courses for brokerages and franchises, she says. Yet, with half the membership still to take the ethics course, Ferguson isnt taking any chances and has already reserved the associations entire conference center, which seats 108, for a last-minute December class. Even when members know they have to complete the course, often further enticement is required to get them to act. Associations attract members with continuing education credits and early-bird course fee discounts, by scheduling brokerages to a particular month, or by promoting the fact that the price of ethics classes will increase every month until 2013. Despite the best efforts of NAR and state and local associations, some members remain unaware that they must complete an
4 REALTOR AE spring 2012
R E A LT O R A S S O C I AT I O N N E W S , E V E N T S & P E O P L E
By Carolyn Schwaar
ETHI CS DELIVERY
Most boards have stepped up the number of ethics classes offered this year and also made ethics a part of their new-member orientation program. In fact, for some boards, the orientation is the primary The Florida REALTORS Association produced a high-quality code of ethics training video with vehicle for ethics education. professional actors. View at www.oridarealtors.org/LegalCenter/CodeofEthics/Index.cfm. Many boards include the required ethics training in other programs, and public affairs, Lisa Walker. The video, which meets the two-and-a-half-hour time such as broker training classes. Theres no shortage of ways members requirement, is divided into 10 chapters. can take the course, and some associations Each chapter ends with a quiz that tests have added new opportunities to the menu. members knowledge and understanding. NARs online ethics course remains a popu- Members are able to stop and start the DVD lar option. at any point and jump to different chapters, The Long Island board partnered with she says. surrounding proprietary schools that agree Overall, AEs say, members recognize the to use the associations approved ethics out- industry benet of the NAR ethics requireline and an approved instructor to deliver ment. As one education director put it, Our ethics training at their schools, says Mon- classes are well received in their own right, teleone. For a nominal fee, we will accept and the vast majority of members appreciate their rosters and enter compliance info into the need to understand our code. There is no lack of concern for our image and how our system to transmit to NAR. Long Island has also authorized in-ofce to improve it. By stepping up course offerings in 2012 ethics training if the ofce manager uses an approved LIBOR instructor to deliver and making members aware of the variety the training. of online and home-study alternatives availFor some boards, the ethics classes them- able, AEs will reduce the chances of endselves can be a tough sell. The courses are ing up with too many students for too few notoriously dull, sometimes preachy. classes by the end of the year.
The Pinnacle Group Project is the result of six months of research that examined every aspect of the current REALTOR association operation and mindset. The research established that REALTOR associations at the state and local levels were not maintaining a pace of innovation sufcient to keep them current with industry trends and opportunities, says industry consultant Jeremy Conaway, a member of the innovation team that designed the Pinnacle Group Project. They reached the conclusion that unless this situation was remedied in the very near future, the vitality, usefulness, and ultimate relevance of these organizations would be severely limited. Each of the eight modules of the program delivered during the Midyear Legislative Meetings, the Leadership Summit, the REALTORS Conference, and the AE Institutewill include seminars, handson training, specic assignments, orientation videos, practical tools, and coaching components.
spring 2012
REALTOR AE
Briefing
AE HONORS, PROGRAMS
Contributing to Communities
REALTOR Association Post-Tornado Tree Planting Association Food Drive Benets Pantry for Needy
After a tornado uprooted dozens of trees in the Kipling Street neighborhood of Springeld, Ohio, the REALTOR Association of Pioneer Valley donated $20,000 from its charitable fund to plant 150 new elm, maple, dogwood, crabapple, and cherry trees.
The REALTOR Association of Southwestern Illinois collected and contributed 140,900 pounds of food, water, clothing, toiletries, and other supplies to residents of Harrisburg, Ill., where a tornado ravaged their town on Feb. 29. The association also conducted food drives at many member ofces to support the local food pantry.
The Charlotte Regional REALTOR Association, N.C., sponsored its fourth annual REALTORS Care Day in April to rally members to lend a day helping 23 needy home owners with home repairs. Deserving families were identied by charities. Over the past three years, the event has helped 87 families.
REALTOR AE
spring 2012
Briefing
PEOPLE, PROGRAMS
Computer-generated maps like this one depicting a sea level rise scenario are impacting real estate ordinances in coastal areas.
Congratulations, AEs
Amy DuBose, RCE, association executive of the San Marcos Area Board of REALTORS, Texas, received the Tom D. Morton Award for excellence in association management this year. Her work growing membership, increasing TREPAC participation, and reviving the education program has contributed greatly to the success of her local association. Congratulations, new Certied Association Executives. The American Society of Association Executives has announced that Laura Rubinfeld, CIPS, RCE, CAE, CEO of the Eastern Bergen Amy DuBose County Board of REALTORS, N.J. and Janet Kane, RCE, CAE, COO of the Washington REALTORS have earned the Certied Association Executive (CAE) credential. The CAE is the highest professional credential in the association industry. Less than 5 percent of the 21,000 ASAE Laura Rubinfeld association professionals have earned the CAE.
REALTOR AE
spring 2012
AE Program Update:
With its rst full year under its belt, RAMCO announced it is revising its implementation package plan, updating the fee structure, and expanding its training staff. RAMCO is an association management software system developed as a project of the Association Executives Council of NAR to meet the specic, unique needs of the executives and staff of REALTOR associations and multiple listing services. Weve really learned a lot during our rst year on the market, says Rob Authier, CEO of the Massachusetts Association of REALTORS and RAMCO Project Team co-chair. Plus, weve received some very positive and constructive input from our rst group of association customers. The teams review at the NAR Conference in Anaheim resulted in the data conversion and training packages being consolidated down to three from the original ve. Eliminated were the two upper end standard source package brackets for 200 to 500,000 member records and over 500,000 member Visit, www.ramcoams.com records. Authier says customer feedback and a thorough review of the actual work involved in data conversions were major factors in making the changes. Since RAMCO is cloud-based and has unlimited data storage, once you had the old systems data mapped into RAMCO, it didnt really matter how many records were converted and uploaded, says Travis Kessler, CEO of the Texas Association of REALTORS and RAMCO co-chair. RAMCO leaders also quickly agreed with their customers that training should not be limited to a predetermined number of hours. Some people simply learn more quickly, while some need a little more time to master something new, says Kessler. Unlimited training is now available to all current and future customers.
Another major initiative is that RAMCO has assumed responsibility for all training and implementation management, a move that frees up development partner Cobalt to concentrate solely on data conversions, installations, and feature development. For RAMCO that meant hiring and training six new training/implementation managers in December many with REALTOR association management experience and management software backgrounds. We wanted our customers to learn to use RAMCO to truly manage their associations, not just the icons to click to get a report, says the third of RAMCOs three co-chairs, Southland Regional Association of REALTORS, Calif., CEO Jim Link, adding, These new trainers will mean more individualized attention and a much better implementation experience for everyone. Authier says the review also revealed that the original time and resource estimates for data conversion and system conguration were too low compared with the actual hours spent. The combined cost of increasing those hours and bringing on additional trainers resulted in the need for revising the prices on the new packages. Although the new packages and fee structure took effect on January 1, the implementation fees for the 104 association and MLS customers who applied prior to December 31, 2011, will be honored, says RAMCO Project Manager Gar Anderson. Post-installation monthly user fees remain unchanged. I think these changes underscore two specic RAMCO objectives, says Authier, The rst is that were very sensitive to our customers needs, because as AEs we are our own customers. And second, because we operate at break-even, our pricing must cover the actual costs of providing ourselves with such an incredibly powerful management tool.
spring 2012
REALTOR AE
Briefing
PEOPLE
In Memoriam
and conferences with your peers. 5) Learn social media, even if you think its ridiculous, because its going to be a part of everything, and its important to personally understand it. 6) Be fearlessyoure hired to get into the ghter jet so just get in there and y. Theres nearly always the chance to make a mid-course correction or head back to the runway if necessary. 7) And lastly, watch, learn, and talk with other association executivesyour peers are a great source of knowledge and advice. Q. Youre not retiring and your career isnt over, so what do you feel your REALTOR career has prepared you for as a second career? Im probably over-prepared for a wide variety of things because, as AEs, were expected to learn and deliver positive results in many areas including government affairs, fundraising, meeting management, public relations, strategic planning, volunteer recruitment and recognition, accounting, technology, communications, media relations, mediation, facilities and staff management, public speaking, community affairs, PAC management, and more. And do it all in a short period of time. So I am prepared to do anything, quickly. Q. What have been the most signicant advances or game-changing initiatives in the REALTOR organization in the last 24 years? a) The PAG on agency that has us all rewriting our agency statutes for buyer agency and other brokerage relationships; b) The elimination of the MLS book and what both technology and regionalizing brought to multiple listing services; c) NRDS; and d) The one happening now, which is guring out how were going to address all the staggering costs to remain not just relevant but successful politically, in light of the Citizens United Supreme Court decision that changed how politics are funded. Q. In what signicant ways so you feel the job of the AE has changed over the years? The biggest way it has changed is that it is now nally recognized as being a specic and complicated profession needing specic talents, skills, and experience. When I rst started it wasnt unusual for the AE to have the title executive secretary. We evolved from largely administrative, into having a voice in deliberations, to being CEOs and full partners with our leadership.
Tracy Lee Elmore, 48, association executive of the Sussex County Association of REALTORS, Md., passed away in December. She is survived by her parents; her husband of 23 years, Neil Elmore; and her four children.
David Sandy Hendrick, 68, former AE of the Central Oregon Association of REALTORS passed away in December of natural causes. Ken Motta, 78, CEO of Yuma Association of REALTORS, Ariz., passed away in December due to complications from pneumonia. Motta had served as the associations CEO since 1993 and had been active in real estate for more than 30 years. He leaves behind a brother and partner Adam Gage.
BEST
OF THE
Pennsylvania
WEB
BY CAROLYN SCH WA A R
REALTOR AE Magazines 10th Annual Outstanding R EALTOR Association Web Site Contest
he effect of social media Web sites and blogs on association Web sites is clear: Across all association sizes, member-focused Web sites have become simpler and more, well, member-focused. Judging from the newly redesigned sites submitted to the 2012 competition, the focal point is on business-building information and tools for REALTORS. Those discrete buttons off to the side that used to point you in the direction of the member-only areas now feature prominently, touting member resources, benets, tools, and discounts front and center. Real estate news, especially national news, plays less a role in association sites, as does information for consumers and other audiences. Its not that news and consumer resources are less important, in fact, the opposite is true. Many associations have launched robust separate Web sites for consumers and launched separate blogs and social media spaces for news and trends. The notion that one site could serve multiple audiences and have multiple focuses may be fading. Our ve winning sites show a clear focus on the member, which these associations say was exactly what members asked for.
12 REALTOR AE SPRING 2012
embers are the clear focus of this site, re-launched in November. Its objective is to give busy members the information they need as quickly as possible and focus on member benets. The new site features a REALTOR search with bios, links, and pictures. The associations web stats indicated that standard forms and Find a REALTOR were the two most popular pages, so they are featured prominently throughout the site. From the judges: This is a really smart, contemporary site in every way: strong design, good content, intuitive structure, and effective use of technology. It has a personality and a point of view, which are rare in organization sites. These factors make the site extremely inviting to use! On the home page, I like the prominence of the social media links, as well as the use of the HouseLogic widget and RSS feed of headlines from their blog. The visual slideshow area featuring the latest updates is very inviting. The mobile version of the site is clear and attractive also. The design is so easy on the eye, that I actually want to go through the entire site and search out more information. Theres a great balance of white space and cool colors, it sends off an air of peace and calm. All of the links work and I especially
DeKalb, Ga.
love how the HouseLogic articles are presented. You cant go wrong with the simplicity, yet complexity, of this site. There are layers and layers of navigation but done so well, you know exactly where youre at on this site. I think the social network buttons are a great addition too. Click on the icon and youre connected. The simplicity is amazing!
get involved. This is really a Web site for the member! This Web site is easy, with many options for information or help. It is a great member benet. I like the total package look for members. It comes across as a trade association Web site. This is very important to members. The dues FAQs would be a big hit at our ofce! The media page is awesome, especially the connect space button.
the Home page too. This is very eye-catching and easy to use. This is a site that, as a member, I would visit oftenmaybe every day or at least a couple times a week.
ith a focus on highlighting member benets and promoting social interaction, this site stands out for its ease of use and timeliness. Members are clearly the focus with articles on hot topics affecting REALTORS and special recognition of member awards. From the judges: This is a strong Web site clear purpose and ease of use. All of the logos, addresses, and copyrights are visible and easy to read. This Web site is professional and very attractive and appealing. It is not overly ashy by any means but employs great technology and innovation. I really like the links to movies and interviews, and links to NAR information, etc. It serves as a portal to great information for the public and members alike. [The] Meetings and Events [tab] take[s] a top spot and is very visible on
ffective organization of essential elements with style makes this site stand out. Not merely visually appealing, this site also delivers on useful, timely information. Designed on a Wordpress platform, incorporating LAMPS association management software, the site is easy to maintain and generates revenue with banner ads. From the judges: This Web site has a clean, uncluttered look and is visually appealing. It is clearly directed to members and not the general public, which is in line with the organizations stated design goals. Navigation is clear and intuitiveit makes sense. The site looks very professional and the design is appealingloved the large photos that cycled through at the top. The four button tabs at the top right of the home page, which stay consistent throughout the site, is a clever feature that is very simple. I also like the four buttons for direct links to member search, at the top of the page. I can see how this would be a primary feature for members, and so their placement was a good move. I would probably refer my clients to
his Web site gives no clues that its from a small association and is updated by the president and EO. From the Twitter feed and elegant mobile version to the quick MLS search and unobtrusive pop-up windows, this site has the features and functions offered by large associations. From the judges: I love the action of the photos on the different pages. The sunrise-to-sunrise banner is captivating! There is nothing stagnant about this Web site! Under Government Affairs, I was really drawn to the Legislators and Legislative Tracker. If I were a member and wanted to know what my representatives were up to, this is an easy resource to navigate. Good job! I was able to nd a category easily, and nding out how to become a member is easy. I like the way it ows.
2012 contest judges included the REALTOR AE magazine editorial board and NAR staff with a special thanks to Hilary Marsh, a digital strategist who works with associations. For more on the Outstanding REALTOR Association Web Site Contest, including rules, prizes, and next years dates, visit REALTOR.org.
SPRING 2012
REALTOR AE 13
Appmania
T
ablet computers, especially
Personal Organization Social Media Management
the iPadand the applications created specically for them are revolutionizing the way association executives get things done. No longer dependent on a desktop computer, AEs can bring all the data with them wherever they go. RAE asked AEs for the top tablet computer and smart phone applications that have changed the way they work.
Penultimate
If you love the idea of taking and saving notes right on your tablet, but hate typing, Penultimate lets you write with your nger right on the screen. You can even doodle or draw designs and later export them as a PDF, share them with a VGA projector, print them, or e-mail them.
Evernote
If youre an AE who nds interesting information everywhere, use Evernote to not only write notes, but capture text from Web sites, save pictures, and create checklists. This app is searchable by keyword and can be synced to multiple devices. The premium version also saves Word les and spreadsheets.
HootSuite
Because news happens anytime, HootSuite for iPad enables associations to send Twitter and Facebook posts from anywhere. AEs use this app as a complement to the HootSuite Web account for syndicating posts to multiple outlets with one click.
Zite
Finding real estate and housing stories for your social media and news feeds just got a lot easier with this app that crawls over half a million Web domains to nd specic reading material of interest to you and your members. Document Management
Twitterric
Datamine your Twitter account for member views and opinions with this app for your iPad. You can lter Tweets, search for keywords, browse conversation threads between users, and monitor your multiple Twitter accounts from one dashboard.
Documents To Go
Apps like Docs to Go (and iWork) are closing the divide between tablets and laptops by enabling mobile device users to edit documents, word process, calculate spreadsheets, and more. This app supports Microsoft Word, Excel, PowerPoint, PDF, and other formats, and syncs with online document storage services, including Google Docs and iCloud.
by Carolyn Schwaar
14
REALTOR AE
SPRING 2012
SugarSync
Posting documents online for others to downloadfrom forms to agendas to PowerPointsis as common as e-mail today, but few programs make it easier than SugarSync. This app enables you to access, sync, back up, and share your les across all your computers and devices.
PDF Expert
Editing PDFs is simple with this essential app that lets you highlight, strike, underline text, use bookmarks, and sync edited docs with cloud services.
iXpenseIt
With one tap, you can save a new expense record in the iXpenseIt app according to a number of categories you set, such as business or personal. You can track the vendor, type of payment, and other individual notes. The app creates custom reports (also displayed as charts) for export. Meetings & Presentations
LogMeIn Ignition
This app allows access and remote control of your ofce computer from your iPad. Now you and your staff will never be without essential documents at home or in a meeting.
Contact &
Expense Management
Sign My Pad
A favorite among members, the SignMyPad app enables you to ll out and sign PDFs. Now board members or staff can send documents for your signature as an e-mail attachment and you can sign them on your screen with either your nger or an iPad pen, returning the signed document as an attachment.
ScanBizCards
Among the apps that enable you to photograph a business card and save it as a contact, ScanBizCards stands out, AEs say, because its more accurate, integrates with social networking sites, and enables real-time backup to the cloud or other applications so contacts are never lost.
SPRING 2012
REALTOR AE 15
With 4,000 likes on their Facebook page and 1,450 followers on their Twitter feed, its no wonder social media features prominently in the Georgia Association of REALTORS communi cation strategy. More people are on Facebook at any given time than any other Web site on the Internet, says Brandie Miner, GARs communication director. I know many people who either keep Facebook open all day or check it several times each day. So its great for fast dissemination of information, especially if we are looking for feedback. GAR isnt alone. According to a recent study*, an estimated threequarters of associations na tionwide use social media communications, hun dreds of REALTOR associations among them. But what are the real benefits and limitations of social media communications with members?
book pages as another way to feed information to members, as a social space in which members can interact, and as a way to reach a demographic inaccessible via association email. With email we only reach about 20-25 per cent of our members, says Danielle Boutin, communication director of the REALTORS Association of the Palm Beaches, Fla. We reach a different group of people than those who open our email, Boutin explains, noting that in addi tion to members, she also reaches a large group of nonmembers on the associations Facebook page. This larger audience enables her to attract new members and also generate nondues revenue from nonmembers who attend education sessions. Addressing the divide between traditional direct emarketing and social networking, Boutin points out that posting news updates three times a day on a Facebook page is far less intrusive and annoying to members than sending the same information via email three times a day. At the Sarasota Association of REALTORS, Fla., Communication Director Jesse Sunday says Facebook is the only venue in which the associa tion can capture the attention of members who dont read the associations emails, magazine, or MLS message of the day. Sunday ranks the effec tiveness of Facebook as a communications vehicle above regular email to members. We can send 3,000 email invites and get only half the responses
16
REALTOR AE
Spring 2012
REALTOR associations agree: Facebook and Twitter are great for getting the message out, but these platforms still underperform when it comes to getting messages in.
wed get if we created an event on Facebook. Like Boutin, Amber Sundsted of the Billings Association of REALTORS, Mont., recognized the power of Facebook to reach a wider audience. Although it is another way to communicate with members, its also an important tool for communi cating with consumers. Im communicating with two very different audiences, so what I put on our Facebook page is 50 percent for the membership and 50 percent for the general public. Its not all Facebook, Facebook, Facebook, though. Association Twitter feeds, too, have an ac tive following of nonmembers. Associations often follow other associations on Twitter, and most have among their followers local government officials, the media, real estate influencers on the national level, community groups, and more. Steve Klaniecki at the Washington REALTORS Association says his associations Twitter posts are very popular with local news reporters. They actually want the feeds and use them if the mes sage is nonpromotional.
tiative, but most associations say they post on Facebook and tweet one to three times per week day. RAEs recent social media survey** found REALTOR associations tweet on average five times a week. Perhaps thats why, free or not, cost is cited as a reason many associations do not have a Face book page or Twitter feed. Specifically, people are concerned about the cost of staff s time to administer social media: setting objectives, put ting procedures in place, allocating resources for an ongoing commitment to push information to members, and, in turn, being responsive to members replies. According to the 2012 report Social Media Use by U.S. Associations, adoption rates of so cial media platforms increase with association annual budget levels, reflecting the capacity of larger associations to invest in technology and marketing. The report also says associations have indicated that they will increase investments in social media in 2012 and 2013.
What to say?
Finding relevant and engaging topics to post is always The Arizona association a challenge. The used Twitter to survey members numberone topic surveyed asso on MLS vendors. ciations reported tweeting was asso ciation events and edu cation announcements or reminders, with the second most common topic being government affairs news or calls for action. Many repost news from other sources, with an eye toward localizing it. Most associations say they use applications, such as Hootsuite, to auto matically repost feeds from their Web site or blog to their other social media vehicles. What about responses to their posts or individual postings to
(continued on p. 18)
Spring 2012 REALTOR AE 17
On Twitter, 75 percent of associations say they arent following their members tweets to gain insight into their concerns and opinions, but rather so that the members will follow them in return.
their wall? The standard tends to be to let members post and comment on their Facebook pages. When it comes to negative posts, typically associations let them stand as long as they are constructive. In the event of a personal attack, staff responds. Anne Framroze, vice president, marketing and communications at the California Association of REALTORS, says she uses Twitter to gauge member sentimentpositive and negativeand track trends. The Arizona Association of REALTORS uses Twitter often as a survey tool when the desired audience is the most techsavvy members. Recently, Arizona tweeted to members that it was evaluating new MLS vendors and invited feedback.
A one-way conversation? Q. In general, how would you characterize your association Facebook presence?
REALTOR associations agree Facebook and Twitter are great for getting the message out, but these plat forms still underperform when it comes to getting messages in. In RAEs survey, nearly 80 percent of associations say member participation on their Facebook pages is either very low or occasional. Its worth noting that the main reason 100 percent of respondents gave for having a Facebook page is that it gives us another channel to communicate with members. Not a single respondent chose the reason it gives us a way to hear from members. Dawn Crawford, communications director of the West Maricopa Association of REALTORS, Ariz., launched her associations Facebook page with the goal of hearing back from members, but admits that it has not proven to be as effective as she had hoped. We currently dont have much feedback from our members; however, we are looking at ways to gain responses from them. Successful engagement strategies often include posting pictures from events and encouraging members to tag friends and share photos, or asking members to post appropriate photos. Some even use members as facilitators or content creators. This helps keep posts interactive and uptodate, crafting messages that members will relate to and that encourage a response. On Twitter, 75 percent of associations say they arent following their members tweets to gain insight into their concerns and opinions, but rather so that the members will follow them in return. I dont make a practice of following members on Twitter, says Oklahomas Steve Reese. Itd be a monumental task to keep up with all their tweets just to extract useful opinions and concerns. There are some associations, however, that view members tweets as a treasure trove of useful infor mation regarding concerns and mood, as well as local news, events, and real estaterelated resources.
76% An effective
communication channel that complements our overall communications strategy.
11% An essential
component of our communications strategy.
11% A communication
vehicle that we use to reach a particular demographic.
3% A communication
vehicle that hasnt proven to be as effective as we hoped.
2012 REALTOR AE magazine survey
18
REALTOR AE
Spring 2012
syndication success
A look at the legal considerations of effective listing data licensing
20
REALTOR AE
SPRING 2012
Q. Whats an MLSs legal liability when a syndicator or a publisher lists properties with missing or wrong information?
To syndicate, or not to syndicate? That is the question that MLSs, brokers, and agents have been asking themselves for quite some time, and the debate still rages for a wide variety of reasons. But were not going to dive into that here. This article is about how to get the most out of listing syndication agreements for those who choose to pursue them.
Whether it is an MLS, broker, or agent agreeing to syndicate listings, it is imperative for data providers to read the contractual ne print of any syndication agreement and to ask questions. To assist members, NAR created a Checklist of Issues to Address in a Syndication Agreement that is available on REALTOR.org. Although not exhaustive, the checklist provides a good foundation for understanding the terms of any syndication agreement. For the purpose of this article (as well as the checklist), the MLS, broker or agent providing the listing data is called the provider; the company receiving the data directly from the provider is called the syndicator; and the third party that receives the data from the syndicator is called the publisher.
If the brokers are going through the MLS for their syndication choices, does the MLS have liability if the information is not published according to state license law, or if a consumer has a complaint? A. The answer depends on a number of factors. First, what is the MLSs agreement with the listing broker? If the broker has given permission to the MLS to syndicate or has requested that the MLS perform the syndication (opted-in, etc.), the terms of that agreement would determine whether there would be liability to the broker. For example, if the MLS didnt make any representations or warranties to the broker regarding accuracy of listing displays, then its unlikely it could be subject to liability. The same analysis would be true for a consumers complaint against the MLS. If no assurances were made to the consumer about the listing online, then theres unlikely to be liability.
What is a listing?
The rst issue to address in a syndication agreement is the data being licensed. Make sure the denition of what is being licensed is clearly and narrowly dened. This denition may describe the type of information included, such as active listings, and may exclude other information, such as sold data. If the provider permits the display of active listings only, be sure the agreement describes how the syndicator and the publishers will delete or destroy the listings after the properties have sold.
Q. Can an MLS sue a syndicator or publisher that violates the contract and wont x improperly displayed listings?
A. The difculty with any lawsuit (whether brought by a broker or a consumer against an MLS or brought by a broker or an MLS against a publisher) is proving damages. How is a party actually damaged by the publishers failure to update or remove a listing? Its not impossible to prove damages, but it may be difcult. One scenario may be if a state regulator nes a broker for failure to comply with state advertising regulations. The broker could show that, due to the ne imposed, he was actually damaged by the syndicators or publishers failure to comply with the contract with the broker. With regards to broker liability against a consumer complaint, some associations and MLSs have added language to their exclusive listing agreements to try to avoid such liability. For example, the listing agreements provided for use by members of the Northeast Florida MLS provides that: Seller understands and agrees that public Web sites determine their own content and use of data, and therefore NEFMLS, NEFAR, and Broker have no control over public Web sites and no obligation to remove any of the above content from public Web sites at any time.
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Describing the mechanisms for keeping listing data accurate and for removing listings from the syndicators or publishers sites at the providers request Holding the syndicator liable for publishers acts Also, consider requiring the terms of the syndicators agreement with publishers to be consistent with the terms of the providers agreement with the syndicator. This will ensure that the publisher will not have greater rights to use the MLS data than the syndicator.
Q. What can an AE or MLS executive do if the current syndication situation is out of control and, for example, members are nding their listings on hundreds of publishers sites, often not in compliance with MLS rules or state licensing requirements?
A. If you nd listing data on Web sites where it is not authorized to be or its unknown just how the data got there, you should contact the problem sites promptly and individually. Unfortunately, many of these third-party publishers do not readily supply contact information because they do not want to eld complaints. However, if you can, send a letter demanding that the site not only stop displaying your listing data without authorization but also tell you exactly how it acquired the listing information. Cease and desist letters are not difcult to draft and may prove effective. If a Web site is unwilling to tell you how or where it acquired your listing information, its possible that its displaying the data without authorization. If so, it could be held liable. The terms of any syndication contract are going to control the options an AE has to rectify any problems. The syndication contract may contain provisions allowing the MLS to discontinue the listing data feed under certain circumstances, such as breach of the agreement. Also, its wise to reach out to vendors with whom you are unhappy to ask questions and try to renegotiate. It cant hurt to ask and its possible you may see results. At the very least, you will put the vendor on notice of your dissatisfaction with their service and therefore your unlikelihood of renewing the agreement when the time comes.
My REALTOR Party
By Tania Lee
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HR Connection
Put Your Plan into Action
Thomas Edison said,Vision without execution is hallucination. He was bright enough (pardon the pun!) to know that a vision without action is insufcient. The same can be said of a thorough
strategic plan that has yet to be executed. All too often, associations put a commendable amount of effort into writing a thoughtful and ambitious strategic plan that, unfortunately, is never fully implemented. Well, dust off that plan. Lets put it into action! Ill walk you through all the stepsfrom the brainstorming process through a basic implementation and provide you with some great tools to keep your strategic plan alive. Ill even show you how to demonstrate your associations value to your membership.
Donna Garcia is director of Human Resource Services for the NATIONAL ASSOCIATION OF REALTORS in Chicago. She can be reached at 312-329-8311 or dgarcia@REALTORS.org.
Each action plan included a person who would be responsible for implementation, specified the staff or committees that would be responsible for carrying out the initiatives, and established target dates.
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After hearing this feedback, we developed a process, created forms, and cultivated other resources (all available online at REALTOR.org) to help AEs implement its strategic plans. Now lets look at how one association put their plan into action.
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For more on NARs strategic planning assistance options, contact Donna Garcia at dgarcia@ realtors.org or call 800-874-6500.
responsible for carrying out the initiatives, and established target dates. Then each action plan was linked to its main objective in a tracking form with a start date, end date, area of responsibility, and check boxes for on target, wont reach target, or needing BOD action. (The tracking form is included as part of this article and will help you track progress for your own association during the year.) All of the staff was included in the brainstorming process, enabling those from other areas to offer suggestions outside their areas of expertise. Often committee chairs and vice chairs are involved in the brainstorming process, which helps to not only gain their input, but to gain member perspective and get buy-in from the planning phase. ECARs plan was to meet with staff or committee chairs each month to obtain a status update and alleviate any roadblocks. For example, a vendor may not have deliverables on time, necessitating that the CEO ensures that obligations are met. If a committee is delayed in reaching its objectives, a meeting with the chair, vice chair, and/or president may be needed to determine ways to get them on track. Identifying the initiatives, determining who will be responsible for completing them, and establishing a timeline is a great start. But how will you ensure that the initiatives will actually be completed? One of my colleagues suggests keeping the board of directors updated. If the committee and staff are aware that the board will be apprised of their progress (or lack thereof), they will be more inclined to complete their action plan. With this in mind, the tracking form can also be used as part of your staff s performance review process, showing how well they are meeting their goals and deadlines. Additionally, it can be used as a status update at your monthly board and membership meetings.
ciation of REALTORS, recommends that AEs assess the new initiative to ensure that it aligns with the associations strategic plan. If it does not, then consider recommending the new initiative for the following year. If it does align with your strategic plan, determine whether the new initiative will be funded from reserves or whether a current initiative will be forfeited to fund the new one. Before Phillips board allocates $500 or more from reserves for a new initiative, they address the following questions:
1. How does the action relate to our mission statement? 2. If we were in an unfavorable cash position, would we be willing to take money from another program to fund this? 3. Would you be willing to stand up at the general membership meeting and explain/justify this expense to the members? 4. Is this action a benet for our primary customer? 5. Has this program been vetted through a committee or work group prior to coming to the board?
Jim Peters, strategic consultant, author, and former AE, has created a program analysis form that he uses to justify new initiatives. It identies the scope of the membership that will be affected by the new initiative, determines whether there is a need, considers how the initiative is tied to the strategic plan, and assesses the resources (staff and dollars) needed. The person proposing the new initiative completes the form and submits it to the committee for review. If approved, the initiative is then sent to the board for review and approval. Heres where the tracking form comes in handy once again: by allowing you to provide an update of your successes to your directors and members. The tracking form will not only assist with accountability but it also gives you a way to promote the many valuable services youre providing based on your membership needs. We all hear endlessly about the importance of making sure that members understand the value of their membership. Having a plan that meets your members needs, tracks its successes, and ensures that new initiatives are on track can accomplish this. Although the process may take a bit of time, it will be well worth the effort in the long run.
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Small Board
Big Bang for Your Tiny Technology Budget
For some associations, big budgets may enable the purchase of bells and whistles and the latest gadgets, but having a tiny technology budget isnt the hurdle it used to be. If you think back ten or even just ve years ago, hiring a techie to program your Web site was expensive, as was the per-address charge of blast e-mail providers. But today, some of the most effective tools in our technology arsenal are free (Facebook, Wordpress, Twitter) or low cost, leveling the playing eld between small associations and large ones when it comes to member communications. As Kathy Henderson, association executive of the Carbon County Association of REALTORS, explains, Just because we are small does not mean that our members dont require the same services as those of larger associations. We just need to nd more creative ways to accomplish it.
In an ever-changing economy and real estate market, there is one common truth: Effective communication with members is key.
Here RAE takes a look at essential communications technology tools, most of which cost under $15 a monthno creativity required.
E-mail newsletters
When I rst started with my association in 2006, there was very little communication between the association ofce and members. Every member I talked to felt out of the loop and out of touch. This changed the minute we started sending out an e-newsletter. I researched and found that Constant Contact was the right choice for us. This Web-based tool offers the ability to easily produce e-newsletters using templates. It also has event software built into the system, and offers a survey feature and the ability to see who is reading your e-mails. It has been an excellent tool for our organization and is cost effective, starting at $15 a month. If you have fewer than 500 members, the following companies all offer e-newsletter and blast e-mail services for less than $15 a month: Benchmark Email, Pinpointe, GetResponse, Vertical Response, Mad Mimi, GraphicMail, Campaigner, Go Daddy, EmailBrain, and Boomerang. Of course, you could send out your e-mail newsletters for absolutely free with a company called MailChimp. Although it is top-rated for ease of use, has great-looking templates, and is reliable, every e-mail will have a link to a funny YouTube video. Free always has a drawback.
Amy DuBose, RCE, e-PRO, is the association executive with the San Marcos Area Board of REALTORS, Texas. She can be reached at 512-396-5478 or amy@smabor.com.
For small associations, Facebook pages, such as this one above from the 300-member Kent County Association of REALTORS, Del., offer a new way to connect with members with no cost except the time to update the page. Here, Kent County uses their Facebook page to promote their Young Practitioners Network.
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Text messaging
Just a few years ago, associations got on board with text
Small associations use Facebook, LinkedIn, and Wordpress to launch news or opinion blogs, government affairs or RPAC specialty sites, young member groups, MLS user groups, and more with little fuss or financing.
messaging members (on an opt-in basis) and spent typically around $40 to $60 a month for a service to send bulk text messages about events, news, or services. Today, we have Twitter and its free. Associations send thousands of tweets a month and broadcast links to services and surveys (see more on p.16). So who needs a text messaging service anymore? Its true that new smart-phone communications apps and info-on-demand technology, such as QR codes, have chipped away at the relevance of text messaging. Yet, once you open a communication channel to members, its unwise to close it. Many associations still offer text messaging as an option for members to receive news or updates. Some associations use texting for hotline services where members can have answers sent directly to their phone. As competition for smart-phone communication has grown, under-$10-a-month options for this category have also expanded. Cherple, one of the most popular mass texting services, is still free, and Club Texting offers a 2.5 cents per standard message fee.
For small associations, free Wordpress Web sites, such as this one from the 200-member Battle Creek Area Association of REALTORS, Mich., are cost effective and easy-to-maintain alternatives to custom programmed sites and independent hosting.
Web space
Although most of us still pay to have our Web sites hosted and our URLs registered, these days, Web presence does not equal Web site. Luckily, Facebook, LinkedIn, and Wordpress are free and easy to set up. Small associations use these platforms to launch news or opinion blogs, government affairs or RPAC specialty sites, young member groups, MLS user groups, and more with little fuss or nancing. Years ago, such endeavors would have required technical assistance and funding. Indeed, communications technology on a small budget isnt as limiting as it once was. Of course, the time and effort required to maximize potential shouldnt be underestimated, but today the bounty of free and cheap online tools available to small associations promises to make you more efcient and effective.
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AE Profile
If you think running a REALTOR association is enough of a technological challenge, Reggie McCrary, RCE, EVP of the Atlanta Board of REALTORS, runs six REALTOR associations and a full-service
real estate school. Plus, hes the president of Asset lished a technology solution that works for his staff Management & Association Services and manages of 22, but what about technology for serving his 7,500 a building, the Atlanta REALTORS Center, that has members? nearly 50 tenants. How does he keep this many balls The greatest challenge any association has is comReggie McCrary is EVP of the up in the air? McCrary, an AE for more than 23 years, munication with the membership, says McCrary. Atlanta Board of REALTORS. searched for the right project management techThat was true when I started with the association in Contact him at 404-732- nology and found a perfect match for his needs in 1988 and is still true today despite all of the advances 0601 or reggie@abr.org. Manymoon (soon to be renamed in technology. Our attempt has Do.com as part of the Google been to try to place our informaWhether its Twitter, tion in as many places as possible app suite). Because of employee reduction over the past few in an effort to make the informaFacebook, Google+, years, we are all attempting to tion easy for members to digest LinkedIn, or the next accomplish the same amount on the platform they prefer. of work with less personnel, Whether its Twitter, Facebook, great social platform, so this is a difcult challenge, Google+, LinkedIn, or the next we believe we need McCrary says. Manymoon has great social platform, we believe enabled him to make a smaller we need to have a presence in to have a presence in staff more productive by alorder to cater to the members order to cater to the lowing workers to easily create, need. Despite all the outlets, share, and track tasks, projects, McCrary says, e-mail is still his members needs. and notes with each other. Staff organizations most effective and volunteers can access the form of communication. associations Manymoon system online or from a However, what members actually need most mobile device, so everyone can stay informed no when it comes to technology, according to McCrary, is hands-on training. Given unlimited nancial and matter where they are. We spent the rst year creating several hun- manpower resources, McCray envisions forming a dred projects, events, and tasks and are now able company that would provide training for all members to reap some of the benets of this information all at any location, and on any device, at no cost. Most being contained in of our members have attended technology training one location, notes and have purchased all of the devices to keep them McCray. This has current in the market, but many truly dont know how helped our team be- to use the vast majority of the tools that are available come more efcient to them. I could see a tremendous benet to members and better organized being able to purchase a device or an app and then by providing a clear connect with the association to schedule hands-on picture of the re- training at a location of their choice, without the sources needed at concern of the cost involved. Until that time, McCrary says, his efforts for the various times during the year and making rest of 2012 are focused on reducing operating costs sure we accomplished without jeopardizing services. We are looking at McCrary depends on Do.com, the new social productivity app for our tasks in a timely ways to become more mobile via smart phones and fashion. tablets, plus we want to upgrade the buildings phone small groups, from Salesforce.com, to help staff and volunteers McCray estab- system to VOIP. track progress on projects and programs.
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