Doing More With Less Managing your Association in Times of Economic Uncertainty and Social Change

REALTOR Association Management 2009-economic-uncertainty-thumb7651147 JWL Associates

What we know about real estate today Undergoing transformation Members revising job descriptions Members have personal finance anxiety Brokers reinventing brokerage practices 378793 JWL Associates

Undergoing transformation

Members revising job descriptions

Members have personal finance anxiety

Brokers reinventing brokerage practices

What we know about associations today Members have a different profile, though ’leaders’ may not Dues are a declining source of income Traditional Real Estate associations have less relevance to members and consumers The whole field of organizational governance is changing theregoestheneighborhood JWL Associates

Members have a different profile, though ’leaders’ may not

Dues are a declining source of income

Traditional Real Estate associations have less relevance to members and consumers

The whole field of organizational governance is changing

Combine the two: what are our opportunities as real estate association managers? Better management techniques Sophisticated tracking tools for programs, services Redesigned association structure More relevant and income producing association good and services Less expensive tools available to meet our challenges JWL Associates

Better management techniques

Sophisticated tracking tools for programs, services

Redesigned association structure

More relevant and income producing association good and services

Less expensive tools available to meet our challenges

“ The whole field of organizational governance is changing” “ Here Comes Everybody The Power of Organizing without Organizations”—Shirky JWL Associates Everybody.png

“ Here Comes Everybody The Power of Organizing without Organizations”—Shirky

HCE Governance This will be the first age where we are truly, at the meta level, governed by the feedback loops that we create, both consciously and unconsciously. We will be organized for, and governed by, the dynamics of championing-and-channeling rather than commanding-and-controlling .— Jon Husband JWL Associates

This will be the first age where we are truly, at the meta level, governed by the feedback loops that we create, both consciously and unconsciously. We will be organized for, and governed by, the dynamics of championing-and-channeling rather than commanding-and-controlling .— Jon Husband

OLD NEW top view.gif network management.jpg JWL Associates

Shirky Governance Model Social Media gives individuals the tools to co-ordinate action Governance always arises when we try to control spam and ‘crap’. Do it for Love model…people will contribute if asked. JWL Associates Shirky-Dense-Clusters-743725.jpg

Social Media gives individuals the tools to co-ordinate action

Governance always arises when we try to control spam and ‘crap’.

Do it for Love model…people will contribute if asked.

Old and New Organizational Assumptions Old Network (GOBs) Top-Down (President) Closed (GOBs Again) Internal Outcome -Trad Strat Plan Transaction Codified (Policy) Face-to-Face New Individual Emergent Open External Discovery Knowledge Tacit Online JWL Associates

Old

Network (GOBs)

Top-Down (President)

Closed (GOBs Again)

Internal

Outcome -Trad Strat Plan

Transaction

Codified (Policy)

Face-to-Face

New

Individual

Emergent

Open

External

Discovery

Knowledge

Tacit

Online

JWL Associates

Management Premises of the New Association Structure Always connect (close triangles, bridge gaps) Create Plenitude (Larger network=More value.) Sum is Greater than the Parts Small, purposeful change rather than big solutions The more we give away the more we get Shared leadership (not hierarchies) creates allegiance Solitary, inward organizations will be displaced by networks. Networks change, so embrace complexity JWL Associates

Always connect (close triangles, bridge gaps)

Create Plenitude (Larger network=More value.)

Sum is Greater than the Parts

Small, purposeful change rather than big solutions

The more we give away the more we get

Shared leadership (not hierarchies) creates allegiance

Solitary, inward organizations will be displaced by networks.

Networks change, so embrace complexity

Solutions for Managers Increase the number of connections (websites, teams, forums) Open closed groups (board meetings on web?) Fill in structural holes (representation on board, etc.) Increase the information flow Enable discovery (Member directories, social networking) Increase diversity Strengthen relationships, increase presence (Twitter) Reduce cliques Emphasize personal knowledge networking JWL Associates

Increase the number of connections (websites, teams, forums)

Open closed groups (board meetings on web?)

Fill in structural holes (representation on board, etc.)

Increase the information flow

Enable discovery (Member directories, social networking)

Increase diversity

Strengthen relationships, increase presence (Twitter)

Reduce cliques

Emphasize personal knowledge networking

Better Management Techniques FOCUS! management change JWL Associates

In Association Management? WWGD.jpg JWL Associates

1. Manage Abundance MANAGE ABUNDANCE, NOT SCARCITY Businesses like airlines and Broadway theaters profit from controlling the scarcity of their product. But the Internet kills scarcity. Google understands how to benefit from abundance. Get more customers, more members, more data, more product. Don’t be limited to your physical location. JWL Associates

MANAGE ABUNDANCE, NOT SCARCITY

Businesses like airlines and Broadway theaters profit from controlling the scarcity of their product. But the Internet kills scarcity. Google understands how to benefit from abundance. Get more customers, more members, more data, more product. Don’t be limited to your physical location.

Abundance Ideas Affiliate members Suppliers of products, advertising, education Public members Newsletters, information, products Public products Website for consumers Investors’ Club or Forum Data sales Education (ways to access the home sale info, protest taxes, participate in planning and zoning) Management services (related organizations like affordable housing) Business partner fees (chamber of commerce, homebuilders) On-line education providers JWL Associates

Affiliate members

Suppliers of products, advertising, education

Public members

Newsletters, information, products

Public products

Website for consumers

Investors’ Club or Forum

Data sales

Education (ways to access the home sale info, protest taxes, participate in planning and zoning)

Management services (related organizations like affordable housing)

Business partner fees (chamber of commerce, homebuilders)

On-line education providers

targeted news.jpg JWL Associates Premium Content: Provide your members with basic industry news on your Web site, but earn extra revenues by creating premium content leve ls for those members who need the most timely and updated information. Targeted News: By making targeted, handcrafted, relevant newsfeeds a vital part of your member-support system, prospective members have a unique, vital and timely reason to affiliate with your association. You can make a difference for them, and that's exactly the reason to join a professional or industry association. Check out Blanche Evans’ e-zine. http://evansemedia.com/ Possible fundraising, regionally tailored news…

2. Give up Control GIVE UP CONTROL Companies need to give up control to outsiders to reap the benefits of their input. Google does this through beta launches and other user feedback. Dell tried a similar tack in 2007, after a flood of criticism over poor customer service. CEO Michael Dell launched a Web site to get customers' ideas, and Dell executives reached out online to bloggers. fingerlabyrinth.gif JWL Associates

GIVE UP CONTROL

Companies need to give up control to outsiders to reap the benefits of their input. Google does this through beta launches and other user feedback. Dell tried a similar tack in 2007, after a flood of criticism over poor customer service. CEO Michael Dell launched a Web site to get customers' ideas, and Dell executives reached out online to bloggers.

Here Comes Everybody Beta Test program for all innovations (people love being beta testers) Never launch a communication without customer input and product review New ideas, 24/7 everybody.jpg JWL Associates

Beta Test program for all innovations (people love being beta testers)

Never launch a communication without customer input and product review

New ideas, 24/7

Discover new products and services New members have new ideas New businesses for associations Discover new income, including new members new ideas.jpg JWL Associates

New members have new ideas

New businesses for associations

Discover new income, including new members

Redesign your Governance “ The board will govern with an emphasis on (1) outward vision rather than internal preoccupation, (2) encouragement of diversity in viewpoints , (3) strategic leadership more than administrative detail, (4) clear distinction of board and CEO (manager) roles, (5) collective rather than individual decisions, (6) future rather than past or present, and (7) proactivity rather than reactivity.”--Carver JWL Associates

“ The board will govern with an emphasis on (1) outward vision rather than internal preoccupation, (2) encouragement of diversity in viewpoints , (3) strategic leadership more than administrative detail, (4) clear distinction of board and CEO (manager) roles, (5) collective rather than individual decisions, (6) future rather than past or present, and (7) proactivity rather than reactivity.”--Carver

3. Get Out of the Way Google doesn't tell people how to use its search engine or what to look for. It lets people take control of its technology. Craig Newmark, founder of Craigslist, lets people use the classifieds service in any way they can imagine getoutoftheway.gif JWL Associates

Google doesn't tell people how to use its search engine or what to look for. It lets people take control of its technology. Craig Newmark, founder of Craigslist, lets people use the classifieds service in any way they can imagine

Get out of the Way Ideas Realtor want ads board on your web site ($) Feature Listing ads on your web site ($) Help wanted and employment ads ($) Idea forums and information exchanges Public questions about real estate Reciprocal linking to association website, member websites, other community websites JWL Associates

Realtor want ads board on your web site ($)

Feature Listing ads on your web site ($)

Help wanted and employment ads ($)

Idea forums and information exchanges

Public questions about real estate

Reciprocal linking to association website, member websites, other community websites

4. Lower Prices LOW PRICES ARE GOOD (FREE IS BETTER) Google doesn't charge people to use its search engine. In fact, the fastest-growing Net companies—from Google and Skype to Amazon and eBay—don't charge what the market will bear. They charge as little as they can bear. Don’t ‘nickel and dime’ yourself out of customers. JWL Associates

LOW PRICES ARE GOOD (FREE IS BETTER)

Google doesn't charge people to use its search engine. In fact, the fastest-growing Net companies—from Google and Skype to Amazon and eBay—don't charge what the market will bear. They charge as little as they can bear. Don’t ‘nickel and dime’ yourself out of customers.

Free is better Ideas 1. Do have a clear idea of your core (dues dollar) services 2. Make sure your dues cover the costs of these. Then, market them. 3. Menu price everything else. Then market those items. 4. Identify and market your freebies. Let members know what they are. JWL Associates

1. Do have a clear idea of your core (dues dollar) services

2. Make sure your dues cover the costs of these. Then, market them.

3. Menu price everything else. Then market those items.

4. Identify and market your freebies. Let members know what they are.

Today’s Gift Economy Gift economy includes open source, the Internet, scientific knowledge sharing, much foundation and NGO work, blogs, file sharing and a host of other 'price-less' exchanges of value. yournetworks.jpg JWL Associates

Gift economy includes open source, the Internet, scientific knowledge sharing, much foundation and NGO work, blogs, file sharing and a host of other 'price-less' exchanges of value.

Return on Investment Management JWL Associates

Eliminate what we don’t need Legacy programs and services Programs that don’t use technology efficiency “ Loud Member programs” ABBwaste.jpg JWL Associates

Legacy programs and services

Programs that don’t use technology efficiency

“ Loud Member programs”

MONETIZING YOUR ASSOCIATION What do you have that’s a specialized product that you might provide to new markets? Data and data analysis Trade shows Management expertise (other associations) Education (public and professional) Audience for advertising activities (members) MLS Access Subcontracted brokerage assistance (call centers, etc) Facility rental and function planning JWL Associates

What do you have that’s a specialized product that you might provide to new markets?

Data and data analysis

Trade shows

Management expertise (other associations)

Education (public and professional)

Audience for advertising activities (members)

MLS Access

Subcontracted brokerage assistance (call centers, etc)

Facility rental and function planning

1. Monetizing your Association Website Affiliate Membership fees and online registrations Shopping Cart approach PayPal Job boards Newsletter sponsorships (not ads) Courses such as e-pro Banner ads, click through ads JWL Associates

Affiliate Membership fees and online registrations

Shopping Cart approach

PayPal

Job boards

Newsletter sponsorships (not ads)

Courses such as e-pro

Banner ads, click through ads

2. Affinity Partners offer members discounted rates on services Local (rather that state or national) Sign a letter of understanding outlining the agreement, any conditions, and an ending date for the partnership. Quality assurance. Ask if they’d like to participate in sponsorships of events, education, scholarships, etc. Memberships…(Chamber) buy one, get one half-price Other opportunities (nametags, lockboxes) JWL Associates

Local (rather that state or national)

Sign a letter of understanding outlining the agreement, any conditions, and an ending date for the partnership. Quality assurance.

Ask if they’d like to participate in sponsorships of events, education, scholarships, etc.

Memberships…(Chamber) buy one, get one half-price

Other opportunities (nametags, lockboxes)

Non-dues Revenue Resources Evaluating & Generating Nondues Income by ASAE Member/Non-member Price: $33.50 75 Chamber Fund Raisers That Work! Cost: $79. http://www.bestchambers.com/ “ Economic Strategy for Associations” http://www.mckinleymarketing.com/resources/economicstrategy.pdf JWL Associates

Evaluating & Generating Nondues Income by ASAE Member/Non-member Price: $33.50

75 Chamber Fund Raisers That Work! Cost: $79. http://www.bestchambers.com/

“ Economic Strategy for Associations” http://www.mckinleymarketing.com/resources/economicstrategy.pdf

Bundled sponsorship options: The North Carolina Association of Realtors, Greensboro, has consolidated its sponsorship solicitations so that it no longer seeks funds for an unpredictable mix of events throughout the year. Instead, NCAR asks sponsors for annual support at their choice of four levels, from $1,500 to $10,000. NCAR's Business Development Department handles the sponsorships plus the trade show, advertising, and affinity program. Benefits to sponsors: They much prefer being asked for money once, which makes for less confusion and simpler budgeting. Benefits to the association: Staff finds once-a-year solicitations easier and more efficient. Bottom line: Net annual sponsorship revenue: $75,000 (compared to $15,000 four years ago). Start-up costs: $3,000. Staff time: The business development director spends about half of his time on sponsorships. JWL Associates

Bundled sponsorship options: The North Carolina Association of Realtors, Greensboro, has consolidated its sponsorship solicitations so that it no longer seeks funds for an unpredictable mix of events throughout the year. Instead, NCAR asks sponsors for annual support at their choice of four levels, from $1,500 to $10,000. NCAR's Business Development Department handles the sponsorships plus the trade show, advertising, and affinity program. Benefits to sponsors: They much prefer being asked for money once, which makes for less confusion and simpler budgeting. Benefits to the association: Staff finds once-a-year solicitations easier and more efficient. Bottom line: Net annual sponsorship revenue: $75,000 (compared to $15,000 four years ago). Start-up costs: $3,000. Staff time: The business development director spends about half of his time on sponsorships.

JWL Associates Online auction : To help its members learn more about a potential money-making technique while raising funds itself, the National PTA, Chicago, conducted its first online auction in February 2004. The auction included items ranging from school supplies to tropical vacations--all available at lower-than-retail prices. The staff collected more than 170 donated items to be auctioned primarily to PTA members nationwide, who had two weeks to place their online bids. An outside vendor, C-Market of Boston, hosted the auction. Benefits to members: Bidders saved money and had the opportunity to see how an online auction works before they tried it as a fundraiser for their local PTAs. Benefits to the association: The National PTA collected the net proceeds, strengthened relations with vendors and sponsors who made donations, and will use the lessons it learned at a second online auction in November. Bottom line: Net revenue: $13,000. Start-up costs: $7,000. Staff time: 300 hours across six months. http://www.readysetauction.com/online-auction/ http://www.auctionraiser.com/

Be a marketing superhero blogs, podcasts and viral techniques to market the event electronic exhibitor kits if the event has a tradeshow component on-demand printing stations mobile phones for polling and networking a branded memory stick superhero.jpg JWL Associates

blogs, podcasts and viral techniques to market the event

electronic exhibitor kits if the event has a tradeshow component

on-demand printing stations

mobile phones for polling and networking

a branded memory stick

Low Cost Marketing Community Toolbars ( http://www.conduit.com/ ) Facebook Twitter-publicize specials or promotions and drive people to a company website or blog or another online presence. (http://www.realtown.com/Judith2/blog/twitter) Ning-create a customized social network of your own. http://www.ning.com / JWL Associates

Community Toolbars ( http://www.conduit.com/ )

Facebook

Twitter-publicize specials or promotions and drive people to a company website or blog or another online presence. (http://www.realtown.com/Judith2/blog/twitter)

Ning-create a customized social network of your own. http://www.ning.com /

Tips Pay bills with credit cards—use the points for travel Examine need for face-to-face meetings (use web-enabled meeting technologies) Partnerships: cross marketing, data analysis, political affairs. Likely target: chamber of commerce. (business expo, networking, member services, training) Better marketing internally, of your own services. What % of members utilize? How can you better that? JWL Associates

Pay bills with credit cards—use the points for travel

Examine need for face-to-face meetings (use web-enabled meeting technologies)

Partnerships: cross marketing, data analysis, political affairs. Likely target: chamber of commerce. (business expo, networking, member services, training)

Better marketing internally, of your own services. What % of members utilize? How can you better that?

Take Care of Yourself Great.png JWL Associates

Avoid Anxiety The following tips can help you cut down on your workload -- and your stress: Subcontract jobs you don’t have time for If possible, don't take on any new projects that will demand a lot of your time or come due during the time of another large project. (Help Directors understand the project!) Take care of as much routine work in advance of the stressful time as possible. Ask yourself: Can someone else do it? Can something be delayed? Can I substitute something else? Is it essential? Find a time-planning system that helps you. Concentrate on the most important tasks. JWL Associates

The following tips can help you cut down on your workload -- and your stress:

Subcontract jobs you don’t have time for

If possible, don't take on any new projects that will demand a lot of your time or come due during the time of another large project. (Help Directors understand the project!)

Take care of as much routine work in advance of the stressful time as possible.

Ask yourself: Can someone else do it? Can something be delayed? Can I substitute something else? Is it essential?

Find a time-planning system that helps you.

Concentrate on the most important tasks.

Thank you! Judith Lindenau, CAE, RCE www.judithlindenau.com [email_address] JWL Associates

Judith Lindenau, CAE, RCE

www.judithlindenau.com

[email_address]