focusing on realtors® success cvar- councils & benefits oct 7, 2011 focusing on realtors®...

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Focusing on REALTORS® Success CVAR- Councils & Benefits Oct 7, 2011 CVAR Strategic Planning Outline 2011

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Focusing on REALTORS® Success

CVAR- Councils & BenefitsOct 7, 2011

Focusing on REALTORS® Success

CVAR- Councils & BenefitsOct 7, 2011

CVAR Strategic PlanningOutline 2011

Agenda Agenda

Overview of how we are going to operate today –Byron

Presidents Thoughts –ImranVision for next year-ChristinePresentation-ByronFeedback-EveryoneValue prop and additional

thoughts/benefits-Imran

Overview of how we are going to operate today –Byron

Presidents Thoughts –ImranVision for next year-ChristinePresentation-ByronFeedback-EveryoneValue prop and additional

thoughts/benefits-Imran

DefinitionsDefinitions

Vision: States how the world will look once you achieve your strategic plan. (often inspirational)

Mission: Defines your everyday actions as you work towards your vision.

Value Proposition: A unique statement of the benefit an association offers its members. It distinguishes why being a member is different than not being one. It’s the reason members should pay their dues, invest in a class, or invest in new technology. It is a promise of what they will receive in exchange for their investment.

Vision: States how the world will look once you achieve your strategic plan. (often inspirational)

Mission: Defines your everyday actions as you work towards your vision.

Value Proposition: A unique statement of the benefit an association offers its members. It distinguishes why being a member is different than not being one. It’s the reason members should pay their dues, invest in a class, or invest in new technology. It is a promise of what they will receive in exchange for their investment.

Mission StatementMission Statement

To grow Central Valley Association of Realtors® to fit the needs of today’s REALTOR®.

To guarantee to serve our members and affiliates with care and understanding.

To provide more extensive, higher quality services at the most reasonable price through the use of leading edge technology and a

highly skilled staff.To assist members in serving the public with the

highest degree of ethics and professionalism in all matters related to real estate.

To grow Central Valley Association of Realtors® to fit the needs of today’s REALTOR®.

To guarantee to serve our members and affiliates with care and understanding.

To provide more extensive, higher quality services at the most reasonable price through the use of leading edge technology and a

highly skilled staff.To assist members in serving the public with the

highest degree of ethics and professionalism in all matters related to real estate.

What is a Value

Proposition?A value proposition is the unique statement of the

value an Association offers is members

A value proposition

distinguishes why being a member of your association is different than not being

one. It’s the reason someone pays dues, invests in a class or uses your new

technology. It’s a promise of what they will receive in

exchange for their investment. It’s your

commitment and promise of what you’ll deliver.

B

What is a Value

Proposition?A value proposition is the unique statement of the

value an Association offers is members

A value proposition

distinguishes why being a member of your association is different than not being

one. It’s the reason someone pays dues, invests in a class or uses your new

technology. It’s a promise of what they will receive in

exchange for their investment. It’s your

commitment and promise of what you’ll deliver.

B

• Value proposition

• here is no standard length for a value proposition. It may be short or lengthy. Decide which fits your organization best. A few options:

• • 3-5 word tagline• A statement written in sentence form• Paragraph(s) explaining what you do and why it matters

CVAR is Focused on Member Success

CVAR is Focused on REALTOR® Success

REALTOR® VRS Member

As a group, begin to craft a value proposition that answers this question: Central Valley Association of REALTORS® is an organization that__________(fill in the blank).

To do this you’ll identify the benefits members say are most important to them. Then compare your members’ needs with what your association does well and cull your top benefits down to a short, achievable list. Your key benefits may differ for each target audience

Feature/Advantage

• Ask yourself if something is really a benefit, a feature, or an advantage. Here are some examples to help you distinguish between the three.

• Feature: A distinctive characteristic of a service or tool you offer. This might be a publication, a special presenter for a class, a mobile app, or your advocacy efforts.

• Advantage: An aspect of that service or product that gives the feature a better chance of success. Examples include a quick method for delivering news so members don’t have to log in to your website (facebook), a popular speaker who earned top scores, or a GAD who dedicates a certain amount of time on “the issues.”

Benefits

Local Councils

Local Marketing Meetings

Local Charities ($1.5m)

Local Leaders making decisions impacting members

Local information

Local Legislative involvement (fighting issues, educating and or supporting candidates and having a voice as a local organization

Dues Layaway plan

CVAR newsletter

Government Affairs/City Council Update

Local Education Classes

Technology Hotline

Masters Club

MLS CO-OP FEE Free?

REALTOR®/Affiliate Video

Examples of different materials

Catalog style http://www.realtor.org/wps/wcm/connect/7c6a0c8045f51d6fbb52bbce195c5fb4/Feb2011RBPCatalog.pdf?MOD=AJPERES&CACHEID=7c6a0c8045f51d6fbb52bbce195c5fb4

Calculator style http://www.marealtor.com/content/member_value.htm

Rebate http://www.realtor.org/wps/wcm/myconnect/27cbaa00481a8d0daf1cffc0545e33c7/Value_Positioning_Toolkit_Example_OSCAR_Benefits_Check_PROOF.pdf?MOD=AJPERES&CACHEID=27cbaa00481a8d0daf1cffc0545e33c7

Examples of different materials

Overview style http://www.realtor.org/wps/wcm/myconnect/1f49d880480e30b185d7c593a9f011da/example_penmar.pdf?MOD=AJPERES&CACHEID=1f49d880480e30b185d7c593a9f011da

Link to page http://www.realtor.org/wps/wcm/myconnect/RO-Content/ro/association_executives/value_toolkit/examples

‘membership card http://www.speedycardprinting.com/

The next 5 months

Oct 21 –Letter to brokers/agents regarding payment option

Nov 4 –Bill notification/benefits flier/material

Nov- Web advertisements, REALTOR® splash page, Video message

Nov 8ish –Post Card regarding all charitable events (CanTree, Turkey Drives, Holiday party, Ed Classes)

Nov 15 – Holiday Edition of CVAR newsletter (print and send)

The next 5 months

Dec 2ish-Bill/Benefits flier/Dec schedule/Masters Club

Dec 15-Video message/newsletter

Dec 20-25 -Holiday postcard with upcoming 1st Q of events

Jan 9 -Bill (final notice) Jan newsletter, last chance/Broker letter with outstanding members

Feb 15 –Final Chance bill