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Communica.onsasaBusinessAsset

#NEWIDEAS16

REALTOR®MagazineOnlineRealEstateServicesUpdateEyeontheHill

BusinessTipsNewsleHerREALTOR.orgEssenJalsResearchUpdateRealEstateInsights

TheDailyRealEstateNewsTheWashingtonReportNARWeeklylistserv

LegislaJve

NewsleHer

Weekly

e‑mail

Additionalhardcopy

LocalBoardPaper

EducaJonCatalogs

EducaJonFlyers

TheMarketMYFinancesTechnology&#@!*

Ede‑mail

GA–Callto

AcJon

RealtorNews,4/yr

MediaJonTraining

OnCommonGround,2/yrREALTOR®AE,4/yr

REALTOR®Magazine,12/yr

RealTrends&IndustryPublicaJons

ExtraEvent

Reminders

LocalAssnE-news

InfofromCoowner

31 PER MONTH FROM THEIR INDUSTRY ASSOCIATION

THAT “THEY” PAY FOR

Associations greatly underestimate the impact of communications overload and clutter on a member’s perception of value.

-Naylor, 2015

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Top5Communica.onsChallenges

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BusinessAsset•  Listedonyourbalancesheetas

itemsofownershipandvalue.

Assetora_erthought?

“Apersoncanhavethegreatestideaintheworld.

Butifthatpersoncan’tconvinceenoughotherpeople,

itdoesn’tmatter.”

–GregoryBerns

MostJmeswedon’tseetheworldasitis,

weseeitasweare.

AnaïsNin

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WhyaPlan?

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CommunicaJonsGoals

Measures

Why?

Strategies

TacJcs–what/when/how

WorkPlan–whodoeswhat

Re$ources

ImportantMembergroups

BusinessCriJcalIniJaJves

KeyMessages-VP

Associa.onGoalsCommunicaJonsGoals

Youdon’twanderintoagoal.

Putitonpaper.

Onpurpose.

DaveRamsey

Communica.onsplangoals

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Communicate our Value Message for Key Member

Segments

Develop a documented communications plan to

promote our unique value to priority segments

COMMUNICATIONSGOAL

Grow membership (in X segment)

Produce valuable and accurate intelligence on <industry> policy and

policy-market dynamics

Train readers to come to X for reliable and consistent updates

on policy and the market.

Turn our Value Message into a recruitment campaign and

plan to reach…

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“MeasurementshelpyoumakebeHer

decisions.

Whatgetsmeasuredgetsdone.”

Results: Google Analytics

Presentation for Analytics

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Miscoffers

Realtor®Magazine12/yrLocal/StateMagazine

Results

What’sthesitua.on/problemthiscommunica.onsplanwillfix?(Today’sreality)

MostJmeswedon’tseetheworldasitis,

weseeitasweare.

AnaïsNin

YourTargetAudience

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Select Member Groups

Ifyoumarkettoeveryone,you’llwasteJmeandresourcesmarkeJngto

peoplewhoaren’tinterestedorwhodon’tneed(care)about

whatyouoffer.

SegmenJngdefinesthepeopleyouserve.

Howto~

•  Getinaroom

•  Closethedoor

•  Brainstormallpossibletypesofmembers

•  Ask“Who’smostimportanttoourfuture?”Voteonthetop3

•  Compilealist

•  Representatleast10%

•  Similarneeds

•  Highpoten.al

•  Youcanreachthem

•  Whatyoudoisnotindirectconflictwithwhattheydo

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Most important Initiatives – align to your goals

KeyMessagesHelpyouSellaBenefitExchange

KeyMessages

2.Barriers:•  Biasedagainstpoli.cs–

Ihatepoli.cs•  Idon’tknow–it’stoo

complicatedandIdon’thavethe.metogettoknowit

•  Theysupportonepartyoranother

1.Benefits:•  Legisla.onthatmayormay

notpasscaneithersaveyouormakeyoumoremoney

•  Givesyouachancetobeinvolvedinyourlocaleconomy

•  Youcanactuallyhelppromotepropertyownershipforyourclients

KeyMessages:•  Wefocusonissues,notindividuals.Wesupportthe

candidateswhosupportourindustry•  Poli.csispartofbusiness.You’llbeabeger(XX)bystaying

informedaboutlawsthateffectyourbusiness(likedisclosuredocumentsonshortsales)

•  OurworkattheStateHousepromotesawayoflife:begerlawsandregula.onsaroundpropertyownership.

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Strategies•  Howyouconnectwithyourmemberstogetthemtodo…

Strategies à  Ourmemberswillaccessonepieceofrelevantnews,firstthingeverymorning

à  We’llprovideone-bugonaccesstoinforma.on

à  Onecombinede-newsfromlocal,stateandna.onal?

à  CommunicatewiththemAFTERaneventinsteadofbeforetheevent

“Youhaveyourway.Ihavemyway.Asfortherightway,thecorrectway,andtheonlyway,

itdoesnotexist.”

–FriedrichNietzsche

Tactics – What & How to Say? To Whom? When?

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STOP.Thinkaboutyourplan.Collaboratewithyourstakeholders.

1.  Review your plan with them

2.  Ask them for input so they can sign up for your recommendations

3.  Invite better ideas 4.  Gain agreement YouDon’tHavetoBethe

SametoMakeaDifference

Whatwillittaketomakethechangeyouwanttomake?

Resources - What will it take to implement the plan?

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“Thisprocesshelpedmeactonmyvision.

Ithelpedmystaffinternalizeitandexplorehowtheycanpromoteandliveourbrand.

Ourmembersarefeelingexceedinglymoreproudandempoweredfromwhatweoffer.

Theybelievewecanhelpthemcreateabetter(moreprosperous)futurefortheirbusiness.”

-CarolV,CEO

Doesitwork?

TaylorO.UCAOR1,600members

Thekeylearning?

“Justlikewehelpourmembersdobegerbusiness,

Ineededhelpthinkingdifferentlyandsomeoneguidingme(pushingme)

throughtheprocess.”

It’snotonlygoodwords,oragoodbackend,oragoodstrategy….

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•  It’sthetalentandtheplanthatguidestheworkeveryday.

Youdon’twanderintoagoal.

Putitonpaper.

Onpurpose.

•  It’sthefocusonyourcustomerandthereader.

MostJmeswedon’tseetheworldasitis,

weseeitasweare.

•  It’stheCommunica.onDirector’srela.onshipswithyourstaffandwithleadership.

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•  It’stheskillandtheartofseeingthebigpicture.

•  Usingresultstomakechange-inthewaymembersviewyourassocia.onandtheabilitytochangetheirbehavior.

www.nSightMarkeJng.com melynn@nSightMarke.ng.com913.220.7753

Turnyourcommunica.onsintoitemsofownershipandvalue.