doing more with less
Post on 02-Nov-2014
10 Views
Preview:
DESCRIPTION
TRANSCRIPT
Doing more with lessDoing more with less
Managing associations in times of Managing associations in times of economic uncertaintyeconomic uncertainty
JWL AssociatesJWL Associates
REALTOR Association ManagementREALTOR Association Management
JWL AssociatesJWL Associates
What we know about real estate What we know about real estate todaytoday
Undergoing Undergoing transformationtransformation
Members revising job Members revising job descriptionsdescriptions
Members have Members have personal finance personal finance anxietyanxiety
Brokers reinventing Brokers reinventing brokerage practicesbrokerage practices
JWL AssociatesJWL Associates
What we know about associations What we know about associations todaytoday
Members have a Members have a different profile, though different profile, though ’leaders’ may not’leaders’ may not
Dues are a declining Dues are a declining source of incomesource of income
Traditional Real Estate Traditional Real Estate associations have less associations have less relevance to members relevance to members and consumersand consumers
JWL AssociatesJWL Associates
Combine the two: what are our Combine the two: what are our opportunitiesopportunities as real estate as real estate
association managersassociation managers
Better management techniquesBetter management techniques Sophisticated tracking tools for programs, Sophisticated tracking tools for programs,
servicesservices Redesigned association structureRedesigned association structure More relevant and income producing More relevant and income producing
association good and servicesassociation good and services Less expensive tools to meet our challengesLess expensive tools to meet our challenges
JWL AssociatesJWL Associates
Better Management TechniquesBetter Management TechniquesFOCUS!FOCUS!
JWL AssociatesJWL Associates
In Association Management?In Association Management?
JWL AssociatesJWL Associates
1. Manage Abundance1. Manage Abundance
MANAGE ABUNDANCE, NOT SCARCITYMANAGE ABUNDANCE, NOT SCARCITY
Businesses like airlines and Broadway Businesses like airlines and Broadway theaters profit from controlling the scarcity of theaters profit from controlling the scarcity of their product. But the Internet kills scarcity. their product. But the Internet kills scarcity. Google understands how to benefit from Google understands how to benefit from abundance. Get more customers, more abundance. Get more customers, more members, more data, more product. Don’t members, more data, more product. Don’t be limited to your physical location.be limited to your physical location.
JWL AssociatesJWL Associates
Abundance IdeasAbundance Ideas
Affiliate membersAffiliate members– Suppliers of products, Suppliers of products,
advertising, educationadvertising, education Public membersPublic members
– Newsletters, information, Newsletters, information, productsproducts
Public productsPublic products– Website for consumersWebsite for consumers– Investors’ Club or ForumInvestors’ Club or Forum– Data salesData sales– Education (ways to access the Education (ways to access the
home sale info, protest taxes, home sale info, protest taxes, participate in planning and participate in planning and zoning)zoning)
Management services (related Management services (related organizations like affordable organizations like affordable housing)housing)
Business partner fees (chamber Business partner fees (chamber of commerce, homebuilders)of commerce, homebuilders)
On-line education providersOn-line education providers
JWL AssociatesJWL Associates
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 AssociatesJWL Associates
2. Give up Control2. Give up Control
GIVE UP CONTROLGIVE UP CONTROL Companies need to give up control to outsiders to reap the benefits of Companies need to give up control to outsiders to reap the benefits of
their input. Google does this through beta launches and other user 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 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 poor customer service. CEO Michael Dell launched a Web site to get customers' ideas, and Dell executives reached out online to bloggers. customers' ideas, and Dell executives reached out online to bloggers.
JWL AssociatesJWL Associates
Here Comes EverybodyHere Comes Everybody
Beta Test program for all innovations Beta Test program for all innovations (people love being beta testers)(people love being beta testers)
Never launch a communication without Never launch a communication without customer input and product reviewcustomer input and product review
New ideas, 24/7—online suggestion boxNew ideas, 24/7—online suggestion box
JWL AssociatesJWL Associates
Discover new products and servicesDiscover new products and services
New members have new ideasNew members have new ideas New businesses for associationsNew businesses for associations Discover new income, including new Discover new income, including new
membersmembers
JWL AssociatesJWL Associates
Redesign your GovernanceRedesign your Governance
““The board will govern with an emphasis on The board will govern with an emphasis on (1) outward vision rather than internal (1) outward vision rather than internal preoccupation, (2) encouragement of diversity preoccupation, (2) encouragement of diversity in viewpoints, (3) strategic leadership more in viewpoints, (3) strategic leadership more than administrative detail, (4) clear distinction than administrative detail, (4) clear distinction of board and CEO (manager) roles, (5) of board and CEO (manager) roles, (5) collective rather than individual decisions, (6) collective rather than individual decisions, (6) future rather than past or present, and (7) future rather than past or present, and (7) proactivity rather than reactivity.”--Carverproactivity rather than reactivity.”--Carver
JWL AssociatesJWL Associates
3. Get Out of the Way3. Get Out of the Way Google doesn't tell Google doesn't tell
people how to use its people how to use its search engine or what search engine or what to look for. It lets to look for. It lets people take control of people take control of its technology. Craig its technology. Craig Newmark, founder of Newmark, founder of Craigslist, lets people Craigslist, lets people use the classifieds use the classifieds service in any way service in any way they can imaginethey can imagine
JWL AssociatesJWL Associates
Get out of the Way IdeasGet out of the Way Ideas
Realtor want ads board on your web site ($)Realtor want ads board on your web site ($) Feature Listing ads on your web site ($)Feature Listing ads on your web site ($) Help wanted and employment ads ($)Help wanted and employment ads ($) Idea forums and information exchangesIdea forums and information exchanges Public questions about real estatePublic questions about real estate Reciprocal linking to association website, Reciprocal linking to association website,
member websites, other community member websites, other community websiteswebsites
JWL AssociatesJWL Associates
4. Lower Prices4. Lower Prices
LOW PRICES ARE GOOD (FREE IS LOW PRICES ARE GOOD (FREE IS BETTER)BETTER)
Google doesn't charge people to use its search engine. In Google doesn't charge people to use its search engine. In fact, the fastest-growing Net companies—from Google and fact, the fastest-growing Net companies—from Google and Skype to Amazon and eBay—don't charge what the market Skype to Amazon and eBay—don't charge what the market will bear. They charge as little as they can bear. Don’t will bear. They charge as little as they can bear. Don’t ‘nickel and dime’ yourself out of customers.‘nickel and dime’ yourself out of customers.
Look for Look for relatedrelated income opportunities—click through ads, income opportunities—click through ads, enhanced subscriptions levels, sponsorshipsenhanced subscriptions levels, sponsorships
JWL AssociatesJWL Associates
Free is better IdeasFree is better Ideas
1. Do have a clear idea of your core (dues 1. Do have a clear idea of your core (dues dollar) servicesdollar) services
2. Make sure your dues cover the costs of 2. Make sure your dues cover the costs of these. Then, market them.these. Then, market them.
3. Menu price everything else. Then market 3. Menu price everything else. Then market those items.those items.
4. Identify and market your freebies. Let 4. Identify and market your freebies. Let members know what they are. members know what they are.
JWL AssociatesJWL Associates
Today’s Gift EconomyToday’s Gift Economy
Gift economy includes Gift economy includes open source, the open source, the Internet, scientific Internet, scientific knowledge sharing, knowledge sharing, much foundation and much foundation and NGO work, blogs, file NGO work, blogs, file sharing and a host of sharing and a host of other 'price-less' other 'price-less' exchanges of value.exchanges of value.
JWL AssociatesJWL Associates
Return on Investment ManagementReturn on Investment Management
JWL AssociatesJWL Associates
Eliminate what we don’t needEliminate what we don’t need
Legacy programs and servicesLegacy programs and services Programs that don’t use technology Programs that don’t use technology
efficiencyefficiency ““Loud Member programs” Loud Member programs”
JWL AssociatesJWL Associates
MONETIZING YOUR MONETIZING YOUR ASSOCIATIONASSOCIATION
What do you have that’s a specialized product that What do you have that’s a specialized product that you might provide to new markets?you might provide to new markets?– Data and data analysisData and data analysis– Trade showsTrade shows– Management expertise (other associations)Management expertise (other associations)– Education (public and professional)Education (public and professional)– Audience for advertising activities (members)Audience for advertising activities (members)– MLS AccessMLS Access– Subcontracted brokerage assistance (call centers, etc)Subcontracted brokerage assistance (call centers, etc)– Facility rental and function planningFacility rental and function planning
JWL AssociatesJWL Associates
1. Monetizing your Association 1. Monetizing your Association WebsiteWebsite
Affiliate Membership fees and online Affiliate Membership fees and online registrationsregistrations
Shopping Cart approachShopping Cart approach PayPalPayPal Job boardsJob boards Newsletter sponsorships (not ads)Newsletter sponsorships (not ads) Courses such as e-proCourses such as e-pro Banner ads, click through adsBanner ads, click through ads
JWL AssociatesJWL Associates
2. Affinity Partners2. Affinity Partnersoffer members discounted rates on services offer members discounted rates on services
Local (rather that state or national)Local (rather that state or national) Sign a letter of understanding outlining the Sign a letter of understanding outlining the
agreement, any conditions, and an ending date for agreement, any conditions, and an ending date for the partnership. Quality assurance.the partnership. Quality assurance.
Ask if they’d like to participate in sponsorships of Ask if they’d like to participate in sponsorships of events, education, scholarships, etc.events, education, scholarships, etc.
Memberships…(Chamber) buy one, get one half-Memberships…(Chamber) buy one, get one half-priceprice
Other opportunities (nametags, lockboxes)Other opportunities (nametags, lockboxes)
JWL AssociatesJWL Associates
Non-dues Revenue ResourcesNon-dues Revenue Resources
Evaluating & Generating Nondues Income by ASAE Evaluating & Generating Nondues Income by ASAE Member/Non-member Price:Member/Non-member Price:$33.50 $33.50
75 Chamber Fund Raisers That Work! 75 Chamber Fund Raisers That Work! Cost: $79. Cost: $79. http://www.bestchambers.com/ http://www.bestchambers.com/
““Economic Strategy for Associations” Economic Strategy for Associations” http://www.mckinleymarketing.com/resources/economicstrategy.pdf http://www.mckinleymarketing.com/resources/economicstrategy.pdf
JWL AssociatesJWL Associates
Bundled sponsorship options:Bundled sponsorship options: The North Carolina Association of The North Carolina Association of Realtors, Greensboro, has consolidated its sponsorship solicitations Realtors, Greensboro, has consolidated its sponsorship solicitations so that it no longer seeks funds for an unpredictable mix of events so that it no longer seeks funds for an unpredictable mix of events throughout the year. Instead, NCAR asks sponsors for annual support throughout the year. Instead, NCAR asks sponsors for annual support at their choice of four levels, from $1,500 to $10,000. NCAR's at their choice of four levels, from $1,500 to $10,000. NCAR's Business Development Department handles the sponsorships plus the Business Development Department handles the sponsorships plus the trade show, advertising, and affinity program.trade show, advertising, and affinity program.Benefits to sponsors:Benefits to sponsors: They much prefer being asked for money They much prefer being asked for money once, which makes for less confusion and simpler budgeting.once, which makes for less confusion and simpler budgeting.Benefits to the association:Benefits to the association: Staff finds once-a-year solicitations Staff finds once-a-year solicitations easier and more efficient.easier and more efficient.Bottom line:Bottom line: Net annual sponsorship revenue:Net annual sponsorship revenue: $75,000 (compared to $75,000 (compared to $15,000 four years ago). $15,000 four years ago). Start-up costs:Start-up costs: $3,000. $3,000. Staff time:Staff time: The The business development director spends about half of his time on business development director spends about half of his time on sponsorships.sponsorships.
JWL AssociatesJWL 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/
JWL AssociatesJWL Associates
Be a marketing superheroBe a marketing superhero
blogs, podcasts and blogs, podcasts and viral techniques to market viral techniques to market the event the event
electronic exhibitor kits if electronic exhibitor kits if the event has a tradeshow the event has a tradeshow component component
on-demand printing on-demand printing stations stations
mobile phones for polling mobile phones for polling and networkingand networking
a branded memory sticka branded memory stick
JWL AssociatesJWL Associates
Low Cost MarketingLow Cost Marketing
Community Toolbars (Community Toolbars (http://www.conduit.com/))
FacebookFacebook Twitter-publicize specials or promotions and Twitter-publicize specials or promotions and
drive people to a company website or blog or drive people to a company website or blog or another online presence. another online presence. (http://www.realtown.com/Judith2/blog/twitter)(http://www.realtown.com/Judith2/blog/twitter)
Ning-create a customized social network of Ning-create a customized social network of your own. your own. http://www.ning.comhttp://www.ning.com//
JWL AssociatesJWL Associates
TipsTips
Pay bills with credit cards—use the points for Pay bills with credit cards—use the points for traveltravel
Examine need for face-to-face meetings (use web-Examine need for face-to-face meetings (use web-enabled meeting technologies)enabled meeting technologies)
Partnerships: cross marketing, data analysis, Partnerships: cross marketing, data analysis, political affairs. Likely target: chamber of political affairs. Likely target: chamber of commerce. (business expo, networking, member commerce. (business expo, networking, member services, training)services, training)
Better marketing internally, of your own services. Better marketing internally, of your own services. What % of members utilize? How can you better What % of members utilize? How can you better that?that?
JWL AssociatesJWL Associates
Take Care of YourselfTake Care of Yourself
JWL AssociatesJWL Associates
Avoid AnxietyAvoid Anxiety
The following tips can help you cut down on your The following tips can help you cut down on your workload -- and your stress:workload -- and your stress:
If possible, don't take on any new projects that will demand 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 a lot of your time or come due during the time of another large project. (Help Directors understand the project!)large project. (Help Directors understand the project!)
Take care of as much routine work in advance of the Take care of as much routine work in advance of the stressful time as possible. stressful time as possible.
Ask yourself: Can someone else do it? Can something be Ask yourself: Can someone else do it? Can something be delayed? Can I substitute something else? Is it essential? delayed? Can I substitute something else? Is it essential?
Find a time-planning system that helps you. Find a time-planning system that helps you. Concentrate on the most important tasks. Concentrate on the most important tasks.
JWL AssociatesJWL Associates
Thank you!Thank you!
Judith Lindenau, CAE, RCEJudith Lindenau, CAE, RCE
www.judithlindenau.com
judith@judithlindenau.comjudith@judithlindenau.com
JWL AssociatesJWL Associates
top related