View
217
Download
0
Category
Tags:
Preview:
Citation preview
Focusing on REALTORS® Success
CVAR- Councils & BenefitsOct 7, 2011
Focusing on REALTORS® Success
CVAR- Councils & BenefitsOct 7, 2011
CVAR Strategic PlanningOutline 2011
Agenda Agenda
Overview of how we are going to operate today –Byron
Presidents Thoughts –ImranVision for next year-ChristinePresentation-ByronFeedback-EveryoneValue prop and additional
thoughts/benefits-Imran
Overview of how we are going to operate today –Byron
Presidents Thoughts –ImranVision for next year-ChristinePresentation-ByronFeedback-EveryoneValue prop and additional
thoughts/benefits-Imran
DefinitionsDefinitions
Vision: States how the world will look once you achieve your strategic plan. (often inspirational)
Mission: Defines your everyday actions as you work towards your vision.
Value Proposition: A unique statement of the benefit an association offers its members. It distinguishes why being a member is different than not being one. It’s the reason members should pay their dues, invest in a class, or invest in new technology. It is a promise of what they will receive in exchange for their investment.
Vision: States how the world will look once you achieve your strategic plan. (often inspirational)
Mission: Defines your everyday actions as you work towards your vision.
Value Proposition: A unique statement of the benefit an association offers its members. It distinguishes why being a member is different than not being one. It’s the reason members should pay their dues, invest in a class, or invest in new technology. It is a promise of what they will receive in exchange for their investment.
Mission StatementMission Statement
To grow Central Valley Association of Realtors® to fit the needs of today’s REALTOR®.
To guarantee to serve our members and affiliates with care and understanding.
To provide more extensive, higher quality services at the most reasonable price through the use of leading edge technology and a
highly skilled staff.To assist members in serving the public with the
highest degree of ethics and professionalism in all matters related to real estate.
To grow Central Valley Association of Realtors® to fit the needs of today’s REALTOR®.
To guarantee to serve our members and affiliates with care and understanding.
To provide more extensive, higher quality services at the most reasonable price through the use of leading edge technology and a
highly skilled staff.To assist members in serving the public with the
highest degree of ethics and professionalism in all matters related to real estate.
What is a Value
Proposition?A value proposition is the unique statement of the
value an Association offers is members
A value proposition
distinguishes why being a member of your association is different than not being
one. It’s the reason someone pays dues, invests in a class or uses your new
technology. It’s a promise of what they will receive in
exchange for their investment. It’s your
commitment and promise of what you’ll deliver.
B
What is a Value
Proposition?A value proposition is the unique statement of the
value an Association offers is members
A value proposition
distinguishes why being a member of your association is different than not being
one. It’s the reason someone pays dues, invests in a class or uses your new
technology. It’s a promise of what they will receive in
exchange for their investment. It’s your
commitment and promise of what you’ll deliver.
B
• Value proposition
• here is no standard length for a value proposition. It may be short or lengthy. Decide which fits your organization best. A few options:
• • 3-5 word tagline• A statement written in sentence form• Paragraph(s) explaining what you do and why it matters
CVAR is Focused on Member Success
CVAR is Focused on REALTOR® Success
REALTOR® VRS Member
As a group, begin to craft a value proposition that answers this question: Central Valley Association of REALTORS® is an organization that__________(fill in the blank).
To do this you’ll identify the benefits members say are most important to them. Then compare your members’ needs with what your association does well and cull your top benefits down to a short, achievable list. Your key benefits may differ for each target audience
Feature/Advantage
• Ask yourself if something is really a benefit, a feature, or an advantage. Here are some examples to help you distinguish between the three.
• Feature: A distinctive characteristic of a service or tool you offer. This might be a publication, a special presenter for a class, a mobile app, or your advocacy efforts.
• Advantage: An aspect of that service or product that gives the feature a better chance of success. Examples include a quick method for delivering news so members don’t have to log in to your website (facebook), a popular speaker who earned top scores, or a GAD who dedicates a certain amount of time on “the issues.”
Benefits
Local Councils
Local Marketing Meetings
Local Charities ($1.5m)
Local Leaders making decisions impacting members
Local information
Local Legislative involvement (fighting issues, educating and or supporting candidates and having a voice as a local organization
Dues Layaway plan
CVAR newsletter
Government Affairs/City Council Update
Local Education Classes
Technology Hotline
Masters Club
MLS CO-OP FEE Free?
REALTOR®/Affiliate Video
Examples of different materials
Catalog style http://www.realtor.org/wps/wcm/connect/7c6a0c8045f51d6fbb52bbce195c5fb4/Feb2011RBPCatalog.pdf?MOD=AJPERES&CACHEID=7c6a0c8045f51d6fbb52bbce195c5fb4
Calculator style http://www.marealtor.com/content/member_value.htm
Rebate http://www.realtor.org/wps/wcm/myconnect/27cbaa00481a8d0daf1cffc0545e33c7/Value_Positioning_Toolkit_Example_OSCAR_Benefits_Check_PROOF.pdf?MOD=AJPERES&CACHEID=27cbaa00481a8d0daf1cffc0545e33c7
‘
Examples of different materials
Overview style http://www.realtor.org/wps/wcm/myconnect/1f49d880480e30b185d7c593a9f011da/example_penmar.pdf?MOD=AJPERES&CACHEID=1f49d880480e30b185d7c593a9f011da
Link to page http://www.realtor.org/wps/wcm/myconnect/RO-Content/ro/association_executives/value_toolkit/examples
‘membership card http://www.speedycardprinting.com/
The next 5 months
Oct 21 –Letter to brokers/agents regarding payment option
Nov 4 –Bill notification/benefits flier/material
Nov- Web advertisements, REALTOR® splash page, Video message
Nov 8ish –Post Card regarding all charitable events (CanTree, Turkey Drives, Holiday party, Ed Classes)
Nov 15 – Holiday Edition of CVAR newsletter (print and send)
Recommended