ShareCreating a global council at your association is a great tool for member attraction and retention, supports diverse communities and provides members with another channel for business growth and success (think $42 billion—the total invested by international buyers in 2024). Not sure how to get started? Five association executives share their best advice.
1. Survey your members. "We shaped our annual comprehensive membership survey to test out the appetite of our members for international real estate,” says Jessica Coates, RCE, CEO, Sacramento Association of REALTORS® in California. “We found that a large percentage wanted to expand their business but lacked the knowledge and allowed cultural barriers to interfere. This presented many opportunities for a global business council.”
“The resources and hands-on help we’ve received from NAR’s staff has been fundamental. They were able to visit and help us shape the council’s strategic goals for the year.”
—Jessica Coates, RCE, CEO, Sacramento Association of REALTORS®
2. Offer designations. “At Mainstreet REALTORS®, we’re proud to be a Diamond Global Business Council, the highest level of achievement NAR bestows,” says John Gormley, RCE, CAE, CEO, Mainstreet REALTORS®, Downers Grove, Ill. “We started our program more than a decade ago. To get started, I highly recommend offering the CIPS, Certified International Property Specialist, designation. It brings a broad knowledge of global real estate opportunities to your members and a built-in referral network.”
3. Partner with like-minded agencies, such as other associations, business development groups, local cultural organizations and even international events. “The Ohio REALTORS® Global Business Alliance has strengthened its partnership with JobsOhio, leveraging their expertise to attract international investment and highlight Ohio as a prime destination for global business opportunities,” says Scott Williams, RCE, AHWD, CEO, Ohio REALTORS®. “This collaboration has allowed us to showcase the state’s thriving economy, diverse industries and growing real estate market to potential investors worldwide.”
4. Consider committee structure and leadership. “We have four work groups to handle different aspects,” says Lisia Amburn, RCE, C2EX, CEO, High Point Regional Association of REALTORS® in North Carolina. “Education & Outreach [to handle] workshops and training sessions on cultural awareness, communication styles and business etiquette across different cultures; Concierge to establish a database of businesses in the community that are experienced or offer services to different cultures or languages; Trade Missions & MOUs to look at the feasibility of trade missions and memorandums of understanding with different countries; and Branding, for setting up the global website, logos, social media, etc.”
5. Talk it up and create new opportunities. “News media outlets worldwide are eager to cover the activities of global councils,” says Lynda Fernandez, RCE, CAE, CEO, Hudson Gateway Association of REALTORS®, White Plains, N.Y. “Not only does the coverage elevate the organization’s brand recognition and [search engine optimization], but it also brings further opportunities for partnerships and collaborations when other global associations, economic development entities and universities read the coverage of your organization’s work in their markets. It positions the association as a leading driver in economic development and source of global statistics and other information. My association has generated coverage in The Economist, CNN U.S. and International, and many other international TV, radio, digital and print media.”