Exceptional member experience isn’t an initiative—it’s the heartbeat of a thriving association. It starts with a clear and memorable culture statement, one that serves as both a compass and a contract. At Bay East Association of REALTORS®, our culture statement starts with “We love to delight.” By making this commitment to our members, we are laying the foundation for our brand—one that inspires loyalty, trust and community.
Great associations don’t just serve their members—they delight them. That delight is built when every touch point reflects the values your organization upholds. From how you answer the phone to how you handle a concern, every interaction either builds your culture or breaks it. That’s why a culture of exceptional membership experiences can’t be confined to a poster in your office. It must be created with intention, stated with clarity, shared widely and—most importantly—lived daily.
Too often, we rely on what’s efficient rather than what’s effective. But no one ever said, “I’m so glad I got the automated phone directory!” when they call your office. That phone system might be high tech. Instead, consider high touch. Having a real person answer the phone isn’t old-fashioned—it’s prioritizing your brand. Technology should enhance relationships, not replace them.
Your brand is not what you say about yourself. It’s what your members say after every experience. Our culture statement includes “We listen, then we act.” We ask members throughout the year what exceptional service looks like. There are so many ways to ask this: launching a member survey, hosting focus groups, attending office meetings, calling brokers. Their voices are crucial in aligning services, staff behaviors and leadership mindset around what members need today. Then, we commit to measuring what matters—not just satisfaction, but true delight—and hold everyone accountable to delivering it.
Ultimately, the member experience is the brand. And when your culture reflects your commitment to service, you don’t have to chase loyalty—your members will choose to stay, engage and lead with you. That’s how delight becomes a strategy—and how culture becomes your greatest competitive advantage.