The document discusses strategies for real estate associations to navigate economic uncertainty by embracing abundance, giving up control, and lowering prices. It emphasizes the importance of using technological tools, engaging members for input, and redesigning governance to enhance relevance and financial sustainability. Additionally, it explores various non-dues revenue opportunities and innovative ways to market services and products to members.

1. Doing more with less Managing associations in times of economic uncertainty JWL Associates

2. REALTOR Association Management JWL Associates

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

4. 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 JWL Associates

5. 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 to meet our challenges JWL Associates

6. Better Management Techniques FOCUS! JWL Associates

7. In Association Management? JWL Associates

8. 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

9. 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

10. Premium Content: Provide your members with basic industry news on your Web site, but earn extra revenues by creating premium content levels 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… JWL Associates

11. 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. JWL Associates

12. 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—online suggestion box JWL Associates

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

14. 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

15. 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 JWL Associates

16. 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

17. 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. Look for related income opportunities—click through ads, enhanced subscriptions levels, sponsorships JWL Associates

18. 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

19. 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. JWL Associates

20. Return on Investment Management JWL Associates

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

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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/ JWL Associates

28. 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 JWL Associates

29. 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

30. 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

31. Take Care of Yourself JWL Associates

32. Avoid Anxiety The following tips can help you cut down on your workload -- and your stress: 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

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