Individuals join associations for a plethora of reasons—career growth, friendship, networking opportunities, keeping updated on their industry— and much more. But business value is one of the key incentives for joining.
“Members need to see value in their association because they are paying for it,” says John Gormley, RCE, CAE, CEO of Mainstreet REALTORS®, which serves a wide swath of the Chicago suburbs.
Value has different meanings to different people. AExperience asked six REALTOR® associations how they define value and delight their members. The following are the benefits they say agents, appraisers, brokers and other members say they want, need and love most.
Be a Partner to Brokers
Brokers need to know everything that’s relevant to their agents. That’s why Mainstreet REALTORS®, the ninth-largest REALTOR® association in the country with nearly 19,000 members, has developed a broker dashboard. Brokers can track their own agents: Are they current on their dues? Do they have any unpaid invoices? Are they meeting National Association of REALTORS® requirements? What progress have they made with their education? “Brokers love this,” Gormley says.
At Space Coast Association of REALTORS® in Florida, brokers are provided with early access to critical updates. Because brokers comprise the foundation of leadership and compliance in a real estate office, this ensures they have time to understand the changes, says CEO Lindsey Ruschak, RCE.
This early access lets them implement their own policies, if necessary, she adds, and support and guide their agents effectively.
One broker shares, “Getting the information first allows me to stay one step ahead in advising my agents. It’s important not to be caught off guard by an agent having updates before I do.”
Space Coast also provides a monthly update to brokers called Broker Insider. This update includes monthly market statistics, risk-reduction topics, legal and advocacy updates, exclusive education for brokers and key association updates, Ruschak says.
Urgent matters are detailed in an email with the subject line: “Brokers First.” The email might inform brokers of a fraud or scam making the rounds, like the cryptocurrency scam alert shared at the REALTORS® Legislative Meetings. There, a representative from the U.S. Secret Service informed NAR members about a cryptocurrency scam targeting real estate professionals and how they could protect themselves.
“This is one way we are able to ‘meet our members where they are,’” Ruschak says.
Be an Authoritative Source
Real estate news changes frequently due to market fluctuations, varying developments and regulatory shifts. Keeping up with the industry takes time, something that professionals are short on. When you do this work for your members, they love it.
One way Mainstreet does that is by tailoring its educational offerings to what’s happening right now in the market. That way members aren’t caught off guard by changes in their business, Gormley says.
Ozark Gateway Association of REALTORS® in Missouri has a friendly way of dispensing advocacy news: through its Local Political Coordinators. More than 50 members serve in this role, and together they maintain relationships with the entire membership, says CEO Kim Cox.
“This is a great way to quickly disseminate important information concerning property rights and homeownership protections,” she says, adding that the LPCs could also be used to share major news affecting their local area or the industry. “The coordinators meet quarterly with our RPAC committee and are always on standby should we need them to do a ‘local call for action.’”
Kyle Tetzlaff, RCE, AHWD, then chief operating officer at Kentucky REALTORS® (and now CEO at Vermont REALTORS®), says that Kentucky REALTORS®’ newsletter is welcomed in its members’ inboxes. Every Friday afternoon at 4 p.m., members can expect to receive the latest information on three key topics: advocacy, news and professional development. Separate email campaigns are limited to essential items only. “Our members view the newsletter as a one-stop shop for everything they need to know to stay current on association and industry matters,” he says.
And it’s working: The newsletter has a 60% open rate, well above the standard for business newsletters, he notes. The association’s education and REALTORS® Political Action Committee newsletters share similar open rates. A report created by Higher Logic—which creates community and engagement platforms and hosts The Hub—says the average open rate is 35.6% for a real estate association newsletter.
Create Learning Opportunities
Naturally, continuing education and training—especially high-quality sessions provided at no cost—are a vital benefit, Ruschak says. “We offer both free and discounted classes and focus on quality speakers and relevant topics.”
Fresno Association of REALTORS® in California recently took its educational offerings even further with a free financial seminar at the Fresno State University Business Center that was open both to association members and potential clients, such as university students and alumni.
Topics discussed included mortgage loans, assistance programs, why home ownership is affordable for everyone when they plan and consult with a real estate professional who is a REALTOR® and/or local lender, and myths surrounding the real estate industry. Time was also allotted for questions from the audience.
Members enjoyed getting a refresher or new knowledge on helpful programs from affiliate members and more experienced pros, says CEO Dezmarie Hedrick. Consumers not only benefited from this information but also saw the expertise of agents who are REALTORS® in action. “We are working on being a stronger voice in the community about the realities behind obtaining homeownership and the steps that need to be taken if you are thinking about starting the journey,” says Hedrick. “We also are striving to strengthen our voice on how agents who are REALTORS® are a trusted advocate for helping consumers accomplish this goal. Members really appreciate this.”
Hedrick notes that because of the course’s popularity, the association plans to host one each quarter.
Offer Bells and Whistles
Technology has brought many practical applications to real estate—from virtual tours to electronic signatures to recorded testimonials. But not everyone has the knowledge or confidence to successfully manage current technology.
Mainstreet offers its members access to the Florida Realtors® Tech Helpline. The service helps members solve tech problems, even if they aren’t related to real estate. For example, one member purchased a wireless printer, and the person staffing the helpline was able to help him hook it up. Tech support is included in member dues, and there’s no additional charge.
More than 50% of Mainstreet’s members have also adopted the safety app FOREWARN, says Gormley. It’s also included in member dues, and about 9,600 members use it monthly. “This is a risk assessment tool that allows you to dig into the background of a prospective client with only their phone number,” he adds. “You want to make sure no red flags are raised before you meet someone in person.”
In Virginia, Hampton Roads Association of REALTORS® CEO Dawn Kennedy, RCE, CAE, says that her association’s on-site media studio, available only to members, is a huge member satisfier. “I think we have the most advanced media room ever,” she says. “You need to see it to believe it.”
The association invested $16,000 to build the HRRA Studio, which offers four “sets,” one on each wall, and can supply full audio/visual production services, including commercials, podcasting and professional photography. New members also receive 50% off coupons at orientation for professional headshots, with additional costs for any touch-ups needed. Free headshots are offered at YPNCon, at an affiliate networking event, and for all RPAC major investors. Members lean on the expertise of staff to assist in producing their marketing collateral. The studio earns about $1,000 a year—“no studio can beat our price,” Kennedy says.
“HRRA members love having access to the in-house HRRA Studio,” adds Abigail Flannery, HRRA marketing and multimedia coordinator. “We make it easy for REALTORS® and affiliate members to elevate their personal branding and marketing materials, all in-house at their local association.”
Meanwhile, Tetzlaff says Kentucky REALTORS® has its own in-house statewide market statistic portal that allows members to pull key housing metrics for any county, city or ZIP code in the commonwealth. He says this powerful tool allows his members to position themselves as experts in their field.
“We also recently implemented a purchasing power calculator with guidance from our counterparts at another state association,” Tetzlaff says. “This allows anyone to determine affordability and availability anywhere in the commonwealth and adjust their search based on income, interest rate or their down payment amount.”
Foster Lasting Relationships
Of course, hosting fun events for members also creates delight and value. Events can be focused on networking, or networking can simply happen organically. For example, Fresno recently held FAR Fest, a night out on a nearby river with seating in a grassy area and live entertainment. Members’ families were also included.
“It was very well received,” Hedrick says.
Every October, Mainstreet serves beer, food and sausages at its Oktoberfest celebration. In 2024, more than 800 members and their families attended. Gormley jokes that the astronauts at the International Space Station can view the festivities when passing overhead because the event is so large.
Life isn’t always fun. Members who have gone through natural disasters, who need money for bills and medical expenses, or who have experienced other types of emergencies appreciate the REALTORS® Benevolence Fund offered by OGAR. To date, this hardship fund has received 51 member applications in 16 years, more than 121 checks have been written, and more than $61,123 has been paid out in assistance, Cox says. Because they look out for each other, sometimes members also let the association know about someone who needs to access the fund.
Their Association, Their Home
Associations are much more than just membership organizations. They are a professional home for their members. By keeping brokers and members informed, offering meaningful education and programs, and creating strong community connections, associations can build a culture that supports long-term success and ethical business practices.
Delighting members and ensuring they enjoy that feeling of home with their association comes down to having a pulse on your members and the issues they face daily, Tetzlaff says. So, when it comes to evaluating existing member benefits or creating new ones, involve your members in the decision-making process. “That won’t just please your members,” he says. “It will give them the relevant tools they need to continue making the dream of [real property] ownership a reality for everyone.”