Focusing on REALTORS® Success CVAR- Councils & Benefits Oct 7, 2011 Focusing on REALTORS® Success CVAR- Councils & Benefits Oct 7, 2011 CVAR Strategic Planning Outline 2011

Agenda Overview of how we are going to operate today –Byron Presidents Thoughts –Imran Vision for next year-Christine Presentation-Byron Feedback-Everyone Value prop and additional thoughts/benefits- Imran Overview of how we are going to operate today –Byron Presidents Thoughts –Imran Vision for next year-Christine Presentation-Byron Feedback-Everyone Value prop and additional thoughts/benefits- Imran

Definitions Vision: States how the world will look once you achieve your strategic plan. (often inspirational) Mission: Defines your everyday actions as you work towards your vision. Value Proposition: A unique statement of the benefit an association offers its members. It distinguishes why being a member is different than not being one. It’s the reason members should pay their dues, invest in a class, or invest in new technology. It is a promise of what they will receive in exchange for their investment. Vision: States how the world will look once you achieve your strategic plan. (often inspirational) Mission: Defines your everyday actions as you work towards your vision. Value Proposition: A unique statement of the benefit an association offers its members. It distinguishes why being a member is different than not being one. It’s the reason members should pay their dues, invest in a class, or invest in new technology. It is a promise of what they will receive in exchange for their investment.

Mission Statement To grow Central Valley Association of Realtors® to fit the needs of today’s REALTOR®. To guarantee to serve our members and affiliates with care and understanding. To provide more extensive, higher quality services at the most reasonable price through the use of leading edge technology and a highly skilled staff. To assist members in serving the public with the highest degree of ethics and professionalism in all matters related to real estate. To grow Central Valley Association of Realtors® to fit the needs of today’s REALTOR®. To guarantee to serve our members and affiliates with care and understanding. To provide more extensive, higher quality services at the most reasonable price through the use of leading edge technology and a highly skilled staff. To assist members in serving the public with the highest degree of ethics and professionalism in all matters related to real estate.

What is a Value Proposition? A value proposition is the unique statement of the value an Association offers is members A value proposition distinguishes why being a member of your association is different than not being one. It’s the reason someone pays dues, invests in a class or uses your new technology. It’s a promise of what they will receive in exchange for their investment. It’s your commitment and promise of what you’ll deliver. B

Value proposition here is no standard length for a value proposition. It may be short or lengthy. Decide which fits your organization best. A few options: 3-5 word tagline A statement written in sentence form Paragraph(s) explaining what you do and why it matters CVAR is Focused on Member Success

CVAR is Focused on REALTOR® Success REALTOR® VRS Member As a group, begin to craft a value proposition that answers this question: Central Valley Association of REALTORS® is an organization that__________(fill in the blank). To do this you’ll identify the benefits members say are most important to them. Then compare your members’ needs with what your association does well and cull your top benefits down to a short, achievable list. Your key benefits may differ for each target audience

Feature/Advantage Ask yourself if something is really a benefit, a feature, or an advantage. Here are some examples to help you distinguish between the three. Feature: A distinctive characteristic of a service or tool you offer. This might be a publication, a special presenter for a class, a mobile app, or your advocacy efforts. Advantage: An aspect of that service or product that gives the feature a better chance of success. Examples include a quick method for delivering news so members don’t have to log in to your website (facebook), a popular speaker who earned top scores, or a GAD who dedicates a certain amount of time on “the issues.”

Benefits Local Councils Local Marketing Meetings Local Charities ($1.5m) Local Leaders making decisions impacting members Local information Local Legislative involvement (fighting issues, educating and or supporting candidates and having a voice as a local organization Dues Layaway plan CVAR newsletter Government Affairs/City Council Update Local Education Classes Technology Hotline Masters Club MLS CO-OP FEE Free? REALTOR®/Affiliate Video

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Examples of different materials OOverview style 480e30b185d7c593a9f011da/example_penmar.pdf? MOD=AJPERES&CACHEID=1f49d880480e30b185d 7c593a9f011da 480e30b185d7c593a9f011da/example_penmar.pdf? MOD=AJPERES&CACHEID=1f49d880480e30b185d 7c593a9f011da Link to page Content/ro/association_executives/value_toolkit/exam ples ‘membership card

The next 5 months Oct 21 –Letter to brokers/agents regarding payment option Nov 4 –Bill notification/benefits flier/material Nov- Web advertisements, REALTOR® splash page, Video message Nov 8ish –Post Card regarding all charitable events (CanTree, Turkey Drives, Holiday party, Ed Classes) Nov 15 – Holiday Edition of CVAR newsletter (print and send)

The next 5 months Dec 2ish-Bill/Benefits flier/Dec schedule/Masters Club Dec 15-Video message/newsletter Dec Holiday postcard with upcoming 1 st Q of events Jan 9 -Bill (final notice) Jan newsletter, last chance/Broker letter with outstanding members Feb 15 –Final Chance bill