2011 Association Young Professionals Survey Results

8/2/2019 2011 Association Young Professionals Survey Results

1/11

November, 2011

2011 Association Young

Professionals Survey


2/11

2

Objectives and MethodologyTo gauge how best to inform, educate and engage Young

Professionals Network (YPN) association staff so they can

make valuable contributions and benefit from REALTORS

association activities.

Online survey invitation delivered via email to 4,500REALTOR association staff. 894 staff responded to the survey

(overall response rate of 20%). Staff ages 46 and under (Generations X and Y) qualified to complete

the survey; 443 staff (49% of all respondents) fell into this age group.

The margin of error for these results at a 95% level of confidence is+/-4.13%. This sample size is large enough and the margin of error

small enough to consider results overall statistically valid andrepresentative of the population of REALTOR association staff ages46 and under.


3/11

3

Association Function

2%

24%

14%

57%

3%

State associationchief staff

executive

Local associationchief staff

executive

State associationstaff specialist

Local associationstaff specialist

Other, pleasespecify:

Function

27%22%

18%26%

36%

5%

17% 15% 14%19%

Area(s) of Specialization


4/11

4

Age

Age 30 andUnder -Generation

Y12%

Ages 31 - 46 -Generation

X

37%

Over 46 -Baby

Boomersand Civics

51%

Age Groups


5/11

5

Best Ways to Communicate with Young Professionals

76%

43%

32%

33%

70%

39%

33%

31%

70%

43%

32%

30%

64%

33%

29%

26%

Email with text, links, images only (WeeklyINS)

Email with brief video & links for moreinformation

An NAR Association Staff FacebookPage

Realtor.org/ AE Homepage onRealtor.org

Best Ways to Communicate

Industry News Meetings/Conferences Education/Training Other Information

*Respondents were allowed to choose more than one response, so percentages will not add up to 100%.


6/11

6

By far the most frequently mentioned suggestion (75

mentions) was to use Facebook/offer an NARAssociation Staff Facebook Page. Several suggested thatthis page be private and locked to members and the public.

Engaging Association Staff Young Professionals

Only 50% of all staff were aware of theAE YPNFacebook page, and only 16% had actually used it. Staff who are not actually Executives may be

confused by the name of this page and assume its

only meant for their bosses.


7/11

Preferred Education Formats

7

The top three most preferred education formats for this group are all online, and two arewebinar formats: Live webinar55% Online course55% Archived webinar46%.

68%63% 60% 58% 57% 55% 54% 53% 53% 52%

51% 50%

Most Popular Topics

For in-person sessions, they are most interested inlecture format (63%) and roundtable discussion groups

(58%).


8/11

8

Awareness of NAR Association Staff Young Professionals Outreach

AE Institute

RCE Designation

Association YPN Meetup

New AE Orientation

AE YPN Facebook Page

REALTOR Association Management (RAM) Self-Study

AE Competencies & RCE Body of Knowledge

Advanced REALTOR Association Management (RAM) Course

New AE Networking Session

Association Management Roundtables

Advanced Administrative Concepts Self-Study Course on

AE YPN Promotion Piece

The Answer Book

REALTOR Association Models Planning Tool

Value Positioning Toolkit

55%

50%

44%

39%

34%

23%

27%

30%

28%

22%

24%25%

10%

18%

16%

29%

14%

12%

14%

16%

21%

14%

8%

8%

14%

11%9%

23%

14%

6%

16%

36%

44%

47%

50%

56%

59%

62%

64%

64%

65%66%

67%

68%

78%

Aware of But NOT Used/ Participated In Used or Participated In Neither Aware of Nor Used


9/11

Generation X vs. Generation YAssociation Functions

9

0%

2%

15%

72%

12%

2%

20%

18%

44%

17%

2%

24%

14%

57%

3%

State association chiefstaff executive

Local association chiefstaff executive

State association staffspecialist

Local association staff

specialist

Other, please specify:

Association Function

Generation Y Generation X All Staff 40%

24%

18%

26%

41%

3%

22%

10%

7%

25%

29%

18%

22%

23%

33%

4%

21%

16%

13%

19%

27%

22%

18%

26%

36%

5%

17%

15%

14%

19%

Communications

Education

Govnt Political Affairs

MLS

Member Services

Legal

IT

Financial

Operations

Other

Specializations

Generation Y Generation X All Non-AE Staff


10/11

10

Recommendations

Send the Weekly INS e-Newsletter to all staff, not just todesignated Executive Officers.

Offer free webinars to staff at lunch times.

Send information about education/training and meetingsdirectly to staff rather than to CEOs for distribution.

Consider changing the AE YPN Facebook page toAssociation Staff YPN Facebook Page and promote it directlyto staff as a place for young staff to network.

Revisit the idea of a mentorship program, particularly for youngExecutives.

Create a scholarship program for young professional staff toattend NAR conference and events.

This could be linked to the Association Young Professional Awardproposed in a recent focus group with Association YPNs.


11/11

CONTACT INFORMATIONFORTHIS REPORT

NATIONAL ASSOCIATIONOF REALTORS

Marketing Research Department

430 North Michigan Avenue

Chicago, IL 60611

LISAHERCEG

Manager, Marketing Research

Marketing Research

312-329-8563

[email protected]

MATT LOMBARDI

Vice President

Marketing, Promotions & Marketing Research

312-329-8521

[email protected]

11
mailto:[email protected]:[email protected]:[email protected]:[email protected]

Documents

2011 Association Young Professionals Survey Results