From Guppies to Old Salts:

Leading Today's Age-Diverse REALTOR® Association

John AnsbachRECON Intelligence Services

www.reconis.com

Challenge

Generate high powered association performance in a demanding

marketplace given the unprecedented range of generational demands and

value preferences

SolutionsArm yourself, your staff and your

leadership with generational knowledge

Apply that knowledge to generationally focus your programs, events, training

and services

CivicBaby BoomerBaby Boomer

Gen X’erMillenialMillenial

If you are… Then we call you…62 years old or older

43 years old to 61 Self centeredSelf centered hippiehippieTofu toting yuppieTofu toting yuppie

13 years old to 30

Really old personWise like Yoda

31 years old to 42 SlackerWhiny baby

Too young to be at Too young to be at AEIAEI

The CTO of your The CTO of your familyfamily

The Generations

Matures, GI’s, Greatest Generation

58 million

Values and preferences

Dedication and sacrificeDedication and sacrificeHard workHard workConformityConformity

Stability and securityStability and securityRespect for authorityRespect for authority

Delayed gratificationDelayed gratification……

Baby Boomers

Boomers“Me” Generation

78 million

Who’s using generational knowledge to connect with

Boomers?

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Values and preferences

WorkSelf

InvolvementPersonal Gratification

Community

Generation X

X’ers, Baby Busters48 million

Original “latchkey”kids

Who’s using generational

knowledge to build relationships with

Xers?

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Who else?

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What about Gen X heroes?

No heroes

Values and preferences

Fierce IndependenceChange

TechnoliteracySkepticism

Work is ‘just a job’Enjoy autonomy

Drawn to teams

Each play our part

Reject Boomer team “experience”

Reject Civic “sense of duty”

Think rock climbing, mountain biking

On belonging to Teams?On belonging to Teams?

Millenials

Gen Y, Echo BoomersGen Y, Echo Boomers73 million73 million

Who’s using generational knowledge to

engage Millenials?

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Values and Values and preferencespreferences

ConfidentTechno-fused

MoralCivic minded

EgalitarianCollaborative

Crave connectionsCrave connections

Seeking to be part of Seeking to be part of collaborative, high energy collaborative, high energy

teamsteams

On belonging to Teams?

The key is to use generational

information to focusyour leadership efforts

to achieve higher levels of member

participation, action, and success

Recruiting and Engaging

Training

Motivating

Recruiting & EngagingCivics

Membership offers profession security

Membership ‘calls to action’

Messages reflect a need for their experience

Find a place for traditional communications

TrainingCivics

Align training with big picture success

Involve respected leaders and coaches

Instruction should acknowledge their background and experience

Don’t avoid technology, but be patient

MotivatingCivics

Personal touch leadership…hand written notes still work

Repeat: “It’s valuable to the rest of us to hear what has and hasn’t worked in the past.”

Offer mentoring opportunities (“I’ll Trade Ya”programs)

You’ve earned it…

Recruiting & EngagingBoomers

Membership offers career enhancement, networking and success

Leadership offers (on stage) opportunities to make a difference and overcome challenges

Opportunities to impact your community…

6 in 10 Boomers are “especially interested” in careers that improve the

quality of life in their communities

Half want work that will help others

70 percent of WOMEN BOOMERS say it is “very important” that a job give them

a sense of purpose

Your Association should market its ability to facilitate the

“community building” portion of their jobs…”…thru Association

involvement you can help grow our community…”

TrainingBoomers

Connect training with personal success and overcoming challenges

Teach with equality (“We can be better by…”)

Train with technology, but don’t replace relationships

MotivatingBoomers

Opportunities for public recognition are important (“Distinguish yourself through service”)

Their association is a place of powerful change and impact…create a movement!

Rewards for work ethic and long hours (in membership, leadership)

Recruiting & EngagingXers

Membership powers work-life balance

Membership promotes independence

Membership is fun and empowering

TrainingXers

Offer ‘survival training’

Avoid micromanagement training

Offer online, tech-powered training

MotivatingXers

Avoid politics and bureaucracy

Be cutting edge (think video)

“Work to live” messages

Recruiting & EngagingMillenials

Every piece has it’s purpose…

Offer tech-driven membership and participation

You are special and unique and different

Reward them…remember, this is the awards generation

TrainingMillenials

Non-linear training programs

Collaboration learning

Technology learning

Entertainment learning

Reverse mentor programs

Offer the opportunity to be a part of something meaningful

Reach out: “You and your colleagues can help this REALTOR® community succeed”

Equality culture (“everyone is important here”)

Repeat: “You are special”

Motivating Millenials

5 Tips to Get Started1. Teach generational dynamics to staff,

particularly front line staffers

2. Review member communications for generational focus

3. Review volunteer and leadership affinities for generational impact

4. Revise training programs to reach all gens

5. Conduct a generational audit

John Ansbach

RECON Intelligence Services

www.reconis.com