This quick-reference guide offers eight key talking points to help you communicate why membership is more than just a fee—it’s a strategic investment in agents’ long-term success.
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As a broker, you’ve likely faced the challenge of explaining the value of National Association of REALTORS® membership to your agents. It can be a recurring pain point—some agents simply don’t see the connection between their dues and real-world benefits. They might view membership as just another expense, rather than an investment in their long-term success. This disconnect can make recruitment and retention more difficult, especially when agents don’t understand all the ways membership supports their business.

Brokers must manage countless responsibilities and may not always have the time or bandwidth to deliver a comprehensive breakdown of the benefits of association membership. That’s where this guide comes in. It’s designed as a quick reference to help you convey the tangible and strategic advantages of association membership so that you can articulate why it’s important to your brokerage and to the agent.

Whether you’re onboarding new agents or reminding your team why their membership matters, these talking points will help you start meaningful conversations about the value agents receive through their membership—and why it’s worth the investment.

1. Advocacy That Protects Your Business

One of NAR’s primary pillars is political advocacy at local, state and national levels to safeguard real estate professionals’ interests. This includes lobbying across party lines to work toward legislation that advances homeownership and promotes policies that benefit the industry.

Examples:

  • NAR’s Federal Advocacy efforts address issues such as tax reform, flood insurance, and fair housing laws.
  • NAR offers various resources to help members stay informed and engaged in advocacy efforts, including the Advocacy Scoop Podcast and tools for members to participate in calls for action on legislative developments.

2. Exclusive Access to the REALTOR® Brand

Only NAR members can use the REALTOR® designation, a mark of professionalism and ethical commitment. This brand differentiates members in the marketplace and is meant to be a signal of trust and commitment to customer service.

Examples:

  • Members receive guidelines on the proper use of REALTOR® trademarks.
  • Members get access to branded marketing materials for client outreach.

3. Comprehensive Educational Resources

NAR provides a wealth of educational opportunities, including certifications, designations and online courses through the Center for REALTOR® Development (CRD). These resources help agents stay current with industry trends and help them enhance their skills. CRD is devoted to lifelong learning, career advancement and specialized credentials for real estate professionals. 

Examples:

4. Robust Business Tools and Technology

Members have access to tools like REALTORS® Property Resource® (RPR®) which offer comprehensive property data and analytics that they can use to relay important information to their clients. Additionally, NAR’s partnerships provide discounts on technology products and services, aiding in efficient business operations.

Examples:

  • RPR® gives access to data on over 160 million properties for detailed client reports.
  • NAR REALTOR Benefits® offers discounts on CRMs and e-signature platforms.

5. Valuable Marketing and Branding Support

Through initiatives like the “Right by you” campaign, NAR works to increase public awareness of the value of working with an agent who is a REALTOR®. Members have access to marketing materials and campaigns to strengthen their personal brand and client outreach.

Examples:

  • Downloadable ads, social media graphics and customizable videos through Photofy.
  • Campaign resources to educate the public.
  • NAR’s Consumer Guide series on written buyer agreements, seller concessions, homeowners and flood insurance, appraisals, inspections and more.

6. Financial and Insurance Benefits

NAR offers members access to health, dental, vision and life insurance plans, as well as financial services and planning tools. These benefits provide security and support for agents’ personal and professional lives.

Examples:

  • Access to REALTORS® Insurance Place for health and supplemental insurance plans.
  • Financial wellness tools and retirement planning resources including financial simulation technology, access to self-directed retirement plans, educational webinars and articles and financial assessments.

7. Networking and Referral Opportunities

Membership opens doors to a large network of real estate professionals through events, conferences, volunteer opportunities and online communities such as The Hub. These connections can lead to referrals, partnerships and shared knowledge, enhancing business growth.

Examples:

  • Major yearly events to help real estate professionals make connections and grow their business including Broker Summit, NAR NXT, NAR’s legislative meetings and C5 + CCIM Summit, a commercial-specific industry event.
  • Participation in NAR’s online forums and peer networks including the Residential Real Estate Council and the REALTORS® Land Institute, which is specific to practitioners who sell land.
  • Recognition in the NAR Good Neighbor Awards program.

8. Commitment to Ethical Standards

NAR’s Code of Ethics sets a standard for professional conduct. The goal of these ethical guidelines is to hold professionals to a higher standard so that they can foster trust and credibility in the marketplace and within their professional circles. Adherence to these principles underscores a commitment to excellence in the real estate profession.

Examples:

By communicating these benefits, brokers can help agents understand the tangible and intangible value of NAR membership, reinforcing its role in their professional development and long-term success.