931 E. 86 th St., Suite 120 Indianapolis, IN 46240 Phone: (317) 465-1990 Fax: (317) 465-1991 2011 GBAR Member Survey Presented September 12, 2011

931 E. 86th St., Suite 120 Indianapolis, IN 46240 Phone: (317) 465-1990 Fax: (317) 465-1991

2011 GBAR Member Survey

Presented September 12, 2011


2

Program Objectives

Primary Objective: Continue to measure member attitudes and perceptions, comparing the 2011 results to baseline results from 2008.

Secondary Objectives:

Provide GBAR with an understanding of members’ specific needs and service expectations.

Provide GBAR with a clear understanding of the most important drivers of member behavior – specifically what drives loyalty the most.

Provide GBAR with a valid, objective, and quantitative evaluation of loyalty so that GBAR performance metrics can be measured year after year.

Provide the ability to identify vulnerable members and loyal members and why they are vulnerable or loyal.

Establish priorities for improving member relationships and migrating members from one relationship segment to a higher one.


3

Methodology

On June 21, 2011, an e-mail invitation was sent to all members with an e-mail address on file with GBAR. The e-mail message contained an active link to the online survey. Data were gathered from members via the online survey software from June 21 to July 4, 2011.

A reminder e-mail was sent on July 21 to members who had not yet responded to the survey.

GBAR also sent a notification to members in an Association publication on July 29.

There was a total of 507 completed interviews for a response rate of 9.5%. Unlike 2008, there were no partial interviews which could be used.

Participants were told that if they completed the survey, they would be entered into a drawing for an iPad2, a waiver of local REALTOR® dues for 2012 ($200 value) or pre-paid gas cards.

All differences stated in the report are significant at the 95% confidence level.

All percentages in this report that relate to all respondents as a group are precise to ± 5%.

As a rule of thumb, any performance rating (top-two-box rating) in excess of 70% is considered adequate, and no special attention is recommended. Organizational areas and attributes with performance ratings below 70% should be considered for improvement efforts, especially when the area or attribute is a key driver.


4

Executive Summary

GBAR member loyalty has improved significantly from 2008 to 2011.

The main cause of the stronger relationships is a positive change in the perception of Overall Value, which is driven mostly by increases in the perception of Customer Service, Government Affairs, and Continuing Education.

Two areas which continue to bring down the Value rating are Dues perception and Publications and Communications.

There is a segment of Vulnerable members who explain that the only reason they are members is because it was required in order to join their particular office. This group seems to be uninterested, unengaged, and uninvolved with anything GBAR offers– perhaps because they’re receiving similar offerings elsewhere.

Customer Service, as it was in 2008, maintains its position as one of the strengths of the organization, particularly because of the staff’s responsiveness.

Government Affairs is touted by some members as one of the main reasons for their membership. GBAR performs well in keeping members informed of changing laws and legislative issues affecting the industry, as well as in providing effective representation on housing affordability issues.

Continuing Education is perceived quite well by those who have ever obtained CEUs through the Association; however, less than half of the respondent base has experience with GBAR’s education offerings.


5

Executive Summary

For those who have taken CE through GBAR, the instructor’s knowledge and ability to engage students is a strength of the program. Opportunities for improvement lie in course selection (improving quantity and variety) and course materials.

However, there is a significant segment who rely on other means to obtain CE– predominantly through their real-estate firm– because GBAR courses are less convenient either with respect to location or the dates/times offered.

Dues is an area which tends to be rated poorly by all membership associations. We would recommend not lowering dues at this time, but rather continuing to build a stronger value proposition through the quality of products, services, and experiences offered to members.

Publications and Communications is one of the least likely areas of member relationship to receive high performance ratings across the board. Loyal members read and value most information from the Association, while non-Loyal members seldom if ever read and value the information sent to them. However, it is the latter group who is most frustrated by not being informed.

One area which GBAR does well is keeping members informed on upcoming GBAR events.

An area which could use improvement is in keeping members informed on what GBAR can do for them. This may correspond to a lack of understanding of GBAR’s offerings and/or the benefits of membership.


6

Reasons for Joining GBARAll Respondents

When respondents initially chose to join GBAR, a significant percentage said the only reason for joining was because it was required by their office (these members gave all 100 points to this reason).

There are no other stand-out reasons; most respondents gave a similar number of points to a variety of reasons for joining.

Q1. Why did you initially choose to join the Greater Boston Association of REALTORS (GBAR)?

14%

4%

2%

5%

4%

2%

2%

5%

82%

90%

87%

83%

82%

82%

77%

31%

3%

6%

11%

12%

11%

15%

17%

23%

1%

2%

2%

4%

7% 8%

1%

27%

0% 20% 40% 60% 80% 100%

Access suppliers/products

Member rates on classes

Access events / education

Networking

Support the profession

Keep abreast of issues

For information

Required

0% 1%-25% 26%-50% 51%-75% 76%-99% 100%


7

Loyalty Segments Defined

The design of the GBAR Member Loyalty Profile is based on a combination of the rating values given by each individual respondent for these key measures:

Overall Value

Likelihood to renew membership

Likelihood to recommend

Overall Value“Excellent/Very

good”“Good” “Marginal/Poor”

Likelihood to Renew Membership

“Extremely/Very likely”

“Somewhat likely”“Not very/Not at all

likely”

Likelihood to Recommend

“Extremely/Very likely”

“Somewhat likely”“Not very/Not at all

likely”

Loyal Neutral Vulnerable

AND OR OR

AND OR OR


8

Loyalty MetricLikelihood to Recommend, Renew, & Value Perception

Two factors have led to the strengthening of the member relationship since 2008: an overall increase in the Likelihood to Recommend and the perception of Overall Value.

In 2011, Broker Owners/Office Managers have a significantly higher likelihood to recommend the Association, but perceive a similar level of Value to REALTORS®.

43% 42%47%

83% 85%80%

38% 37% 37%

50% 47%

65%

86% 86% 87%

47% 46%53%

0%

20%

40%

60%

80%

100%

All Respondents REALTORS® Brokers All Respondents REALTORS® Brokers All Respondents REALTORS® Brokers

2008 2011

Top 2 Responses (Extremely/Very likely, Excellent/Very good)

Likelihood to Recommend

Likelihood to Renew Overall Value

Q6. How likely are you to recommend GBAR membership to a REALTOR friend or colleague?Q7. How likely are you to renew your GBAR membership during the next renewal cycle?Q3. Considering the overall quality of GBAR products and services, as well as the cost, how would you rate the overall value you receive from GBAR?


9

GBAR Member Loyalty ProfileAll Respondents & Member Segments

Since 2008, member relationships have improved significantly.

There has been a shift from the Vulnerable and Neutral segments into the Loyal segment not only at the overall level, but with both Agents and Broker Owners/Office Managers as well.

Loyal 30%

Neutral 50%

Vulnerable 20%

Typical LRC Loyalty Profile

Vulnerable 80%

30% 24% 30% 26% 26%16%

47%

39%

47%39% 46%

38%

23%36%

23%35% 28%

46%

0%

20%

40%

60%

80%

100%

2008 AllRespondents

2011 AllRespondents

2008REALTORS

2011REALTORS

2008 BrokerOwners

2011 BrokerOwners

Loyal

Neutral

Vulnerable


10

Overall Value DriversAll Respondents

The overall perception of Value is driven by a balanced set of overall experiences with the Association.

As is the case with many professional associations, the perception of GBAR Dues paid has the strongest impact on Value.

Reputation (Images of the Association) is not included in the Value model because it is difficult to directly change it. A reputation is the combination of the experiences a member has, augmented by what the member hears from colleagues. Therefore, GBAR will get more “actionability” from the model below which shows the particular services which can be leveraged or improved to change relationships.

Driver Strength

Dues Strong

Publications & Communications Strong

Website Moderate

Customer Service Moderate

Government Affairs Moderate

Continuing Education Moderate

Problem Experience Insignificant

Dispute Resolution Insignificant


11

Overall PerformanceAll Respondents

As the perception of Overall Value has improved since 2008, there have been multiple factors driving the increase, including significant positive changes in Customer Service, Government Affairs, and Continuing Education.

Members report a decrease in the quality of the “On the Home Front” e-newsletter and continue to give low evaluations to the Website.

Each of these overall aspects of the member relationship will be examined more closely throughout this report.

38%

1%

53%43%

59% 55%61%

57%

10%

47%

1%

46% 43%

72%62%

68%

55%

6%

0%

20%

40%

60%

80%

100%

Value Dues Newsletter Website CustomerService

Gov't Affairs Education DisputeResolution

Problems

2008 All Respondents 2011 All Respondents

Excellent/ Very good

*Dues is the percent of members who said “Very low/Low”**Problem Experience is the percent who said “Yes” he/she has experienced a significant problem in the past 6 months***2011 Customer Service is an aggregate of Walk-In and Telephone Customer Service.


12

Overall ReputationAll Respondents

Two images of the Association have improved significantly since 2008: “GBAR looks out for your interests” and “GBAR is professional.”

“GBAR cares about your needs” is relatively low with only 50% of respondents saying the Association is “Excellent/Very good” in this area.

Again, Reputation can not be improved directly, it requires changing specific member experiences over time.

48%53%

59% 58%

72%

50%

61% 61% 60%

78%

0%

20%

40%

60%

80%

100%

Caring about your needs Looking out for your interests Easy to do business with Being responsive Being professional



Q9a-e. How would you rate the overall performance of GBAR on each of the following?


13

Member Benefit AgreementAll Respondents

Less than half of respondents say they would “Strongly agree/Agree” that they are familiar with their GBAR benefits.

However, nearly two-thirds are in agreement that if they have any questions regarding benefits, they know where to find the information.

Of concern should be the fact that less than 60% of respondents do not agree that they feel welcomed as a member of GBAR.

69%60%

54%47%

41%

53%64%

59% 57% 55%47%

42%

0%

20%

40%

60%

80%

100%

If I have any questionsregarding benefits, I

know where to find theanswers

I have receivedadequate informationfrom GBAR regarding

benefits

I feel welcomed as amember by GBAR

I would participate in awebinar describing

benefits

It would be beneficial forme to attend a member

program

Familiar with my GBARbenefits


Strongly agree/Agree

Q10a-f. Please indicate the extent to which you agree or disagree with each of the following statements?


14

Member Benefit Awareness / UsageAll Respondents

The three most-used member benefits are the “Events and Education” e-newsletter, “Real Estate Rewind” quarterly market report, and “On the Home Front” e-newsletter.

Areas of high awareness but low involvement are REALTOR® Day on Beacon Hill, annual awards dinner, free mediation and low-cost arbitration, and RPAC.

Member benefits of little awareness are “Tech Tuesday” seminars, the “Creating Prosperity” seminar series, “Manageable Monday” webinars, and the “Mapping Success” seminar series.

15% 24% 30% 28%10% 9% 15% 18%

44% 48% 41% 47%38%

33%36%

52%71% 78% 76% 74%

48% 46% 53% 50%47% 43% 35%20% 19% 13% 9% 8% 8% 6% 5% 4%

0%

20%

40%

60%

80%

100%

"Events andEducation" e-

newsletter

"Real EstateRewind"

(quarterlymarketreport)

"On the HomeFront" e-

newsletter

Purchasinglock boxes

RPAC REALTORDay on

Beacon Hill

Annualawardsdinner

Freemediation &

low-costarbitration

"ManageableMonday"webinars

"TechTuesday"seminars

"MappingSuccess" new

agenttrainingseminarseries

"CreatingProsperity"

seminarseries

Was not aware of it Have not used/attended, but am aware of it Have used/attended

Q11a-l. For each item, please check the selection that best describes your awareness and usage.


15

Member Benefit Not Currently OfferedAll Respondents

When asked about a member benefit that they would like to see GBAR offer that it current does not offer, the most frequently mentioned response was to expand the current insurance offerings.

Four of the top 7 categories referenced the Continuing Education program.

Most Common Member Benefits Mentioned # of Responses % of Responses

Expand the current insurance offerings 53 17%

Offer more/better/wider variety of CE courses 36 12%

I would like to see more help with technology... the business is heading in that direction and real estate is well behind more industries.

Offer more discounts/free items from vendors 31 10%

List of venders who discount Realtors, like: chimney cleaning, cleaning services, moving services, etc.

Provide less expensive/free CE courses 19 6%

Lower membership dues/fees 18 6%

Lower price by far. Am thinking of becoming a non-member office totally due to cost. Many other offices are doing the same calculations.

Provide online access to CEUs (more webinars) 18 6%

Don't know, but any webinars that cannot be viewed at a time later than they are broadcast is defeating the purpose.

Offer classes at more convenient times/locations 16 5%

Class offerings in evenings or weekends (CE credit).

Miscellaneous 48 16%

Q12. What member benefit would you like to see GBAR offer that it currently does not offer?


16

66% 56%68% 59% 64%

43%

33%43%

31% 40% 36%55%

1% 1% 1% 1% 2%

0%

20%

40%

60%

80%

100%

2008 AllRespondents

2011 AllRespondents

2008REALTORS

2011REALTORS

2008 BrokerOwners

2011 BrokerOwners

Very high/High Moderate Very low/Low

Overall DuesAll Respondents

Although the perception of Dues has improved since 2008, nearly 60% still say GBAR’s Dues are “Very high/High” compared to other professional service organizations with which the respondent has had experience.

Comparatively, most professional associations are perceived similar to GBAR.

Broker Owners/Office Managers have a significantly better perception of Dues than REALTORS®.

Q5. Relative to other professional service organizations with which you’ve had experience, would you say the dues charged by GBAR are…?


17

“On the Home Front” e-NewsletterAll Respondents

Overall, the e-Newsletter is the only area which decreased in performance over the past three years.

Although there are no significant decreases among topics presented in the e-Newsletter, there has been a directional decline in the “Coverage of topics of interest to the local real estate community.”

As is typically seen among professional associations, Loyal members are engaged, involved, and read the publications and communications that are sent to them by the Association; thus, they provide significantly higher responses than the less engaged and involved Neutral/Vulnerable members.

53%

42%

64%54% 54% 54%

46% 44%

61%

48%55% 52%

0%

20%

40%

60%

80%

100%

Overall Newsletter What GBAR can do foryou

Upcoming GBAR events Coverage of topics ofinterest to local realestate community

Critical issues affectingmy business

Condition or status of thelocal housing market



Q13. How would you rate the overall quality of GBAR’s monthly newsletter, On the Home Front?Q14a-e. More specifically, how would you rate On the Home Front on…?


18

17%

1%5%16%

10%

50%

More than once perdayOnce per day

2-3 times per week

Once per week

Once every 2-3weeksLess than once permonthNever

Website Visit Frequency & ReasonsAll Respondents

More than one-third of respondents (39%) visit the GBAR Website at least once per month.

46% of Loyals visit the website at once every 2-3 weeks, compared to 37% of Neutrals and 27% of Vulnerables. Loyal GBAR members are actively seeking new information from the Association.

The main reasons for visiting the Website include finding class or event information, downloading e-forms, paying dues, and registering for a class or event.

Q19. How often do you log in to the Greater Boston Association of REALTORS website (www.gbar.org)?Q20. For what reasons do you use the GBAR website? (SELECT ALL THAT APPLY)

Frequency of Website Visit Reason for Visiting Website

Reasons %

Class or event information 47%

Download e-forms 44%

Pay dues 41%

Register for a class or event 41%

Association news or announcements 24%

Learn more about discounts 21%

Find a REALTOR®/GBAR member 7%

Dispute resolution information 2%

Other 2%


19

Overall WebsiteAll Respondents

For those who have visited the GBAR Website, the overall perception of the Website is the lowest of all membership relationship aspects. Only 43% say the Website is “Excellent/Very good.” An additional 45% say it is “Good.”

Respondents report a significant decline in the “Ease of use for dues payment and course registration.”

If not already being undertaken, GBAR should conduct additional research to understand why the Website continues to receive such low evaluations.

43%

67%

43%

55%

0%

20%

40%

60%

80%

100%

Overall Quality Ease of use for dues payment



Q21. How would you rate the overall quality of the GBAR website?Q22. How would you rate the ease of use of the online dues payment and course registration features of the GBAR website?


20

Overall Customer ServiceAll Respondents

46% of members have contacted GBAR’s Customer Service within the past 12 months. For those who have contacted GBAR’s Customer Service, the experience has improved significantly since 2008.

Interestingly, 54% of Loyals have contacted GBAR Customer Service, as opposed to 45% of Neutrals and 32% of Vulnerables.

Specific aspects of the experience which have become strengths of the organization are “Responsiveness,” “Consistent service,” “Professional manner,” and “Reducing multiple transfers.”

59% 55% 52%60%

52% 50%59%

49%

72%65% 64% 67% 66%

61%67%

58%

0%

20%

40%

60%

80%

100%

OverallCustomer

Service

Responsiveness Consistentservice

Accurateresponses

Professionalmanner

No multipletransfers

Knowledge ofstaff

Quickly reach aperson



Q39. Have you contacted GBAR’s customer service within the past 12 months for any issue, including billing?Q40. When you contact Greater Boston Association of REALTORS, would you say the overall quality of the customer service you receive from GBAR staff members?Q41a-g. More specifically, how would you rate GBAR’s customer service on…?


21

Overall Government AffairsAll Respondents

Overall, Government Affairs is a moderate driver of Value for respondents in 2011 and is also an aspect of the relationship which has improved significantly since 2008.

Across the board, ratings are relatively unchanged over the past three years, but three of GBAR’s strengths have the most impact on the overall perception of Government Affairs: keeping members apprised of legislation, informed on real estate industry issues, and providing an opportunity to participate.

55%64%

54% 56% 53%

64%58%

53% 55% 52%58%

52%62% 63% 59% 62% 58%

65% 61%56% 56% 58% 61% 58%

0%

20%

40%

60%

80%

100%

OverallGovernment

Affairs

Real estateindustryissues

Housingaffordability

issues

Issuesaffecting my

business

GBAR'spositions

Apprised oflegislation

Opportunityto participate

Respondingto inquiries

Privateproperty

rights

Businessregulation

Licensure ofagents

Issues acrossjurisdiction



Q33. How would you rate the overall quality of GBAR’s government affairs effort on behalf of the real estate industry and GBAR members?Q34a-k. More specifically, how would you rate GBAR’s government affairs effort on the following…?


22

Most Important Government Affairs IssuesAll Respondents

The most frequently mentioned Government Affairs issues for GBAR to focus on are taxation issues, mortgage and lending regulations, and housing cost/affordability issues.

Most Common Government Affairs Issues Mentioned

# of Responses % of Responses

Taxation issues 58 22%

No charges on sale or transfer in addition to stamp tax.

Mortgage and lending regulations 31 12%

Lending regulations. New rules are making it tough to finance some of the buildings in Boston even though they are well-run associations. For example, less than 50% owner-occupied requires 20% down because they can't get PMI - this is hurting some very very viable markets in our city.

Housing cost/affordability issues 27 10%

Affordable housing, 40-B, a new way of mortgage financing.

Short sale, foreclosure, and REO issues 22 8%

Status of foreclosures and what is being done to curb banks in this matter.

Legislation for minimum down payments 13 5%

Preventing passage of a bill requiring 20% down to purchase a home.

Landlord rights/license issues 11 4%

The requirement of landlords to have licenses.


Q35. What significant government affairs issues in your market area should GBAR be concentrating on?


23

How CE Credits are ObtainedAll Respondents

Respondents must be currently obtaining or have at one time obtained continuing education credits from GBAR to be asked to evaluate its continuing education program.

Approximately half of respondents have obtained credits from GBAR.

The most popular means for obtaining credits is through real estate firms (60%), followed by industry affiliates (43%).

The three most frequent “Other” means used by respondents are real estate schools/education companies (n=13), webinars/online classes (n=10), and the American Real Estate Academy (AREA) (n=9).

46%

6%

60%

43%

18% 15% 12%

0%

20%

40%

60%

80%

100%

CE Credits

Classroom courses offered by GBAR

GBAR "Manageable Monday" webinars

Classroom courses offered by real estate firm

Courses offered by industry affiliates

REALTOR online education center

Classroom courses offered by anotherREALTOR association

Other

% Used by Respondents

Q23. By which means do you currently/have you ever obtain(ed) continuing education credits? (SELECT ALL THAT APPLY)


24

Overall Continuing EducationAll Respondents

Continuing Education, although only experienced by approximately half of members, is a moderate driver of Overall Value and is the second-highest rated aspect of the member relationship in 2011, behind Customer Service.

For those who have participated in GBAR’s CE program, the quality of the program has improved significantly over the past three years, most specifically in “Instructor’s knowledge,” “Instructor’s ability to engage students,” “Quality of materials…” and “Ease of registration.”

61% 63%55%

50% 48% 44%37%

64%

49% 45%

68% 70%64%

52% 55%49%

41%

71%

55%48%

0%

20%

40%

60%

80%

100%

OverallQuality

Instructor'sknowledge

Instructor'sability toengage

students

Courseselection

Quality ofmaterials

Convenienttimes

Convenientlocation

Ease ofregistration

Classroomfacilities

Variety ofdesignation

coursesoffered



Q24. Now thinking about the education provided by Greater Boston Association of REALTORS (e.g. – continuing education, designation classes, webinars), how would you rate the overall quality of the education provided?Q25. More specifically, how would you rate GBAR’s education program on…?


25

19%5%

20%38%

52%

47%

58%

53%

29%48%

22%9%

0%

20%

40%

60%

80%

100%

All Respondents Loyal Neutral Vulnerable

Extremely/Very reasonable

Somewhat reasonable

Not very/Not at all reasonable

Affordability of Continuing EducationAll Respondents

Overall, the Affordability of GBAR’s Continuing Education courses is not viewed well: just about 30% of respondents who have obtained CEUs from GBAR say it is “Extremely/Very reasonable.”

Even in the Loyal segment, only about 50% of respondents give a top-two evaluation.

The Neutral and Vulnerable segments’ perceptions on affordability drop off significantly.

Q28. Thinking about the affordability of professional development programs and training presented by GBAR, what is your opinion of the cost of education courses the Association presents?


26

20%

44%36%

Course content

Renewal date

Both considerations are equal

Factors Affecting CE DecisionAll Respondents

Respondents are slightly more likely to favor the course content over their renewal date, although nearly half say both considerations are equal.

As shown below, the main factors affecting the decision on which courses to take with GBAR are cost, content, and location.

Q26. Which of the following factors would affect your decision about which GBAR courses to take? (POINT ALLOCATION)Q31. Are you more likely to take CE courses based on the course content or based on how close you are to your renewal date?

34%

14%

19%

20%

28%

30%

33%

0% 20% 40% 60% 80% 100%

Other

Instructor

Date

Number of credits

Location

Content

Cost

Average points given

Other Factors

Courses offered for no charge at CBRB

Distinctiveness of course (not offered elsewhere)

Free webinar classes for credits

Have all necessary credits done all at once, over a couple of days

I don't need or want GBAR courses

Since I get other courses for free from my company and from lawyers, I don’t take GBAR classes. Would like to see more webinars offered, on off business hours


27

Overall Professional StandardsAll Respondents

Less than half of respondents (44%) could evaluate the quality of Professional Standards, the Code of Ethics, and Dispute Resolution Services, which helps to explain why it does not have a significant impact on the member’s perception of Value.

For those who do have experience in this area, the Code of Ethics and Dispute Resolution is evaluated moderately well.

57% 57% 61% 58%49%

55%54% 55% 57% 57%

45%51%

0%

20%

40%

60%

80%

100%

Overall Code of Ethics Overall DisputeResolution

Resolving disputes ina professional manner

Assisting withinformation

Administeringappropriate discipline

Explaining the ethicscomplaint and

arbitration processes



Q36. How would you rate GBAR’s enforcement of the Code of Ethics?Q37. Overall, how would you rate GBAR on providing affordable and effective dispute resolution services for ethics complaints and/or arbitral matters?Q35. Thinking about the professional standards and dispute resolution available through GBAR, how would you rate the overall quality of the following services?


28

“One Big Thing” GBAR Can Do for MembersAll Respondents

The most frequently mentioned “one big thing” GBAR can do for its members is to lower membership dues/fees, followed by improving CE courses, making e-forms more user-friendly/affordable, and to assist in business development.

Most Frequently Mentioned “Thing” GBAR Can Do # of Responses % of Responses

Lower membership dues/fees 50 12%

Offer more/better/wider variety of CE courses 27 7%

Sales training classes. I work for a small office that doesn't have the resources to do this.

Make e-forms user-friendly, affordable 21 5%

Have e-forms work on the Mac platform.

Assist in lead generation/business development 18 5%

Provide market trends, statistics, and industry updates

18 5%

Offer town-specific statistics to compete with the Warren Group. I would like to be able to show sale price to assessment ratio, and there is nowhere I can find information to set up graphs for that.

Educate the public on the benefits of REALTORS 14 4%

Promote the use of a REALTOR and educate the public in the difference between a sales associate and a REALTOR… and promote the distinction among the real estate profession.

Offer more/better/personal/purposeful communication

14 4%

Consolidate reading information-- there is so much of it from so many different parts that I can't read all of it, although I'd like to and think it's important.


Q46. If GBAR could do one “big thing” to help you professionally, what would it be?


29

Conclusions & Recommendations

1. GBAR’s relationship with its members has improved significantly since 2008, mainly due to an increase in the perception of Value.

2. Rather than lowering Dues to improve Value, GBAR should focus on continuing to improve the products, services, and experiences member receive.

3. Customer Service is the key strength of the association. Responsiveness is “minimum requirement” and consistency is critical.

4. Government Affairs is also a strength, mainly for keeping members informed on issues affecting the industry and addressing the issues that affect their businesses. The three areas of focus moving forward may be taxation issues, lending/mortgage regulations, and housing affordability.

5. Continuing Education, although a relative strength, has arguably the most opportunity for improvement. The instructor is viewed well (particularly knowledge and ability to engage students), whereas the types of courses, materials, and convenience of location/date/time are significant opportunities.

6. Publications and Communications frequently tend to be an issue with membership associations. Given the lack of awareness with benefits of membership, the main concern should be keeping members informed on what the association can do for them. Examine the expansion of communication channels, but be aware of the balance of quality and quantity of information.

7. Website is one example of what should be a strong communication tool for the association. At this time it is the lowest performing “touch-point” of the relationship.


30

Next Steps…

1. The first step in the process should be to review the results of the survey along with the verbatim reports, which will complement the report with additional details and explanations.

2. After reviewing the results of this year’s survey, GBAR (if it has not already done so) should develop a personalized communication plan to say “thank you” to the participating members, and also send a membership-wide e-mail expressing gratitude for the feedback received. In this communication, GBAR should provide a few of the key takeaways (positive and negative) and explain that the next step will be to develop strategic initiatives to leverage strengths and improve where there are opportunities to do so. Provide the members with key dates for taking action and explain that some improvements may be “quick fixes” which are noticed immediately, while others will be more “long term.” Ultimately, the communication should ensure members that their feedback is being valued and will be incorporated into the next strategic plan.

3. Management strategic planning process.

Documents

931 E. 86 th St., Suite 120 Indianapolis, IN 46240 Phone: (317) 465-1990 Fax: (317) 465-1991 2011 GBAR Member Survey Presented September 12, 2011