With consumer confusion rising and trust in the industry under pressure, associations are turning to a proven solution—consumer education—but delivering it in ways you might not expect.
surprisingly strategic, arrow and process concept
© akindo / DigitalVision Vectors / Getty Images

Consumer education: It’s one important tool in the REALTOR® association toolbox that can help solve challenges for both the real estate industry and the homebuying public. That’s because educational outreach can do all this:

  • Help agents who are REALTORS® build trust and improve client retention in a competitive market.
  • Reduce buyer indecision and deal fall-throughs.
  • Increase buyer confidence and literacy about financing, negotiation and the homebuying process.
  • Empower first-time and lower-income buyers to enter the market with clearer expectations.
  • Boost the industry and attract new members.

Here’s how three associations are reaching out to consumers in surprising ways, from job fairs for teens to heart-health awareness events for athletes.

A ‘Wild’ Housing Fair

Housing fairs help break down barriers to homeownership by connecting individuals with the resources they need to succeed. Fairs also foster positive interactions between community members and real estate professionals, leading to stronger community relationships and better public perception of the industry.

In Arizona, the Tucson Association of REALTORS®’ annual housing fair, for example, serves as a hub for prospective homeowners and renters. “Our goal is to bring together a wide range of industries and service providers that support the community in all aspects of housing—buying, renting, financing, improving and maintaining homes,” says Director of Professional Development Lisa Nutt, ABR, AHWD. Exhibitors include a mix of government housing programs, real estate professionals and legal services, financial institutions, title and escrow companies, media outlets, and home renovation and improvement companies.

While traditional housing fairs are very effective, partnering with unexpected organizations can make them even more powerful. For example, the Tucson Association of REALTORS® holds its fairs at the local zoo, giving community members even more of a reason to show up.

“The zoo was trying to find a way to engage the public and attract a broader audience,” says CEO Romeo Arrieta, rce, ahwd. “They have a $1 day, and if somebody comes to our event, we pay their dollar.” Participation in the association’s housing fair has skyrocketed from 50 participants to more than 600, peaking at 1,000 visitors in 2023.

Tucson Association of REALTORS® housing fair
© Tucson Association of REALTORS®
A Tucson, Ariz., housing fair in a unique location—the local zoo—attracted 1,000 visitors in 2023.

Take-Home Tips

Partner with a local venue that can help attract more participants, Romeo Arrieta recommends. You might not have a zoo nearby, but a brainstorming session could uncover a unique partnership.

Arrieta also suggests seeking city and county involvement to increase credibility and reach. Not only did this work for the Tucson Association of REALTORS®, but its successful housing fair events also led to an invitation to participate in the county’s housing study.

No Kidding: Attracting Teens to the Industry

Job fairs plant the seed for future real estate professionals, so the industry will remain vital and relevant.

However, the tradition of hosting job fairs at colleges doesn’t always work well for REALTOR® associations because it’s often too late in the game. “We’ve found that when people go to a college job fair, they’re not looking for job options,” says Heather Wiedrich, RCE, C2EX, association executive at HomeTown Association of REALTORS®, which serves several counties in northern Illinois. “They’re looking to be hired right away. So, when Illinois lowered the age to get a broker’s license to 18, it really presented a great opportunity for us.”

The association now participates in a job fair at a local high school; once the students walk through, the fair opens to the public. By shifting its attention to high schools, the association has been able to introduce students to the real estate industry earlier, offering them an opportunity to explore potential careers before they make college decisions.

“They’re still trying to figure out what they want to do,” Wiedrich explains, adding that many of these students might not have considered real estate as an option. Through the job fairs, students who haven’t yet chosen a profession can speak directly with active real estate professionals, ask questions and get a sense of what a career in real estate truly involves.

The setup for these job fairs is streamlined and highly organized. Volunteers, mostly broker members, receive a duffel bag with everything they need for a successful event: a tablecloth, flyers, candy, QR codes linking to more detailed resources and even extension cords for laptops. This thoughtful prep lets volunteers set up quickly and efficiently so they can focus on engaging with students.

Hometown REALTORS® presenting at a high school job fair
©Hometown Association of REALTORS®
Job fairs at high schools may be a better way to reach young people looking at future careers.

Our members will always be in the people business, and as long as that’s the case, we’ll continue to do these kinds of projects—because that’s what it’s all about: people.” 
–Meighan Harris

The results have been impressive. Around 240 high school juniors and seniors attended the last fair, and a few 18-year-olds have gotten their real estate license and signed up with a local broker since the association started participating in high school job fairs.

Take-Home Tips

For association executives looking to achieve job fair success, Heather Wiedrich’s advice is simple: Start small, keep it organized and always focus on offering valuable, easily digestible information that connects with students at their level. “Don’t overload them with information,” she says. “They walk away with just a flyer and QR code.”

Helping Underserved Communities Through Accessible Resources

Offering scholarships is one way to ensure that interested residents can gain financial literacy, which will help them become successful homebuyers in the future or join the real estate industry. (Or both!)

For example, the Tucson Association of REALTORS® awards scholarships designed to help young people both access higher education and improve their financial management skills. To win a scholarship, students submit a video or written essay about the habits they plan to develop so they can buy a home in the future. Since 2007, the association has awarded more than $20,000 in scholarships to 152 recipients.

One scholarship winner who stands out is Ariana, who is attending the University of Arizona this fall. “Ariana participated in one of our housing and finance education classes,” Nutt says. “In her winning essay, Ariana emphasized the long-term impact of consistent credit management and how starting early—even without a job—can open doors to future homeownership.”

But all the classes and scholarships in the world won’t help if associations don’t reach—and speak to—their intended market. Serving the underserved requires associations to create resources that keep their audience in mind; for instance, high school job fair flyers should be simply written and focus on high schoolers’ concerns.

It’s also important for associations to provide classes, scholarships and other resources in all the languages their communities speak. Tucson Association of REALTORS®’ “Making the Move” curriculum—a financial literacy program for high schools—is taught in both English and Spanish. Or consider HomeTown Association of REALTORS®, which serves an area that includes two communities that are 40% Hispanic. “In one course we had a single mom who didn’t speak English,” Wiedrich says. “We provided a translator and fully onboarded her into getting her license.”

The Illinois association also provides literature in both Spanish and English and has members from the Hispanic community volunteer at its high school job fairs.

Finally, accessibility entails promoting these initiatives where the target audience will see them. Tucson shares information on its YouTube channel, and other associations use social media platforms like Facebook to get the word out about their programs.

Take-Home Tips

Have resources translated into the languages spoken in your community, Arrieta says. Then expand your reach with partnerships, social media and different formats, such as written, audio and video materials.

Heart to Heart

The Leadership Academy at Bonita Springs-Estero REALTORS® in southwest Florida focuses on an unusual form of community education: a program called “Hearts and Homes: REALTORS® Rallying to Save Student Athletes.” This initiative, in cooperation with Lee County schools, offers free heart screenings to students to catch heart conditions that might otherwise go undetected.

The program, developed in partnership with the nonprofit Who We Play For, aims to prevent sudden cardiac arrest—one of the leading causes of death among young athletes.

Association Executive Meighan Harris, RCE, IOM, says the inspiration for the program came via a personal connection with the nonprofit’s founder, who started it after losing a teammate to sudden cardiac arrest. “We wanted to give student athletes the chance to get a simple yet life-saving EKG screening, which is not typically part of standard physical exams,” she says.

With a screening cost of $20 per student, the association’s goal is to raise $20,000 to screen as many athletes as possible at its first event in September. Bonita Springs- Estero REALTORS® encourages members to get involved in fundraising and awareness efforts, and it has already made significant progress in raising funds through events like an annual poker run.

The initiative may seem unexpected from a real estate association, but Harris believes the program aligns perfectly with the community- and education-focused values of agents who are REALTORS®. “Although it’s not directly tied to real estate or finance, I think any kind of impact that we can have on the community is worthwhile,” she says. “Members are shown in a positive light by giving back to the community.”

In a world where technology and artificial intelligence continue to advance, Harris believes that the human element of community engagement will only become more important. “Our members will always be in the people business, and as long as that’s the case, we’ll continue to do these kinds of projects—because that’s what it’s all about: people.”

Take-Home Tips

Meighan Harris offers two key pieces of advice for other association executives looking to launch community programs: First, “Get to know the needs of your community,” she says. “Find the gaps where you can make an impact.” Second, “Make sure you have buy-in from your members. It takes a team to bring these projects to life.”

Weird for the Win: Out-of-the-Box Outreach

By developing educational programs such as financial literacy classes, screenings, job fairs and housing fairs—and making sure they’re unusual, interesting and available to underserved communities—REALTOR® associations can reap huge rewards.

You may be thinking, “Sure, but we don’t have the resources for zoo events or EKG screenings.” Whether you host a small info table at a library or partner with a local nonprofit for a school event, such programs can scale to your budget and bandwidth. Identify a need in your community, choose a unique venue or partner, start small, promote it widely and measure your results.

And don’t be surprised if even a small outreach program gains momentum. “The more we’re engaged in the community, the more we get asked to be engaged in the community,” Arrieta says. “There are reputational benefits to that. It gives us the opportunity to put a good name to the REALTOR® brand while connecting with the next generation.”