There are 99 NAR accredited commercial associations across the country. At AE Institute 2012, four diverse, qualified experts discussed what it takes to attract and deliver value to commercial members. I intended to synthesize the session into three key takeaways. I can’t narrow it down to three, so here is straight talk on six ways associations can deliver value to commercial practitioners:
1. Give members the statistics
55% of NARs legislative budget in 2011 was dedicated to commercial issues. This investment either:
- Comes back to you in profit, when legislation is either passed or blocked, making the way for a transaction to happen easier, or faster, or making it more financially feasible
- Comes back to lease holder or landlord in more favorable laws, permits, or taxes.
2. Quench their thirst (their interest) in politics
- Find out what economic development issues are most important to your commercial members
- Know your audience: not all commercial issues are created equal. Consider which apply, property management, land, leasing, investment sales, tenant rep, retail, etc.
- Be specific about what FASB lease accounting means to them. There are recent changes that some members don’t understand, but should.
3. Invite your non-members to a first class program.
4. Find one or two unique deliverables that you can offer that no one else does.
5. Don’t force collaboration with residential counterparts. Let it happen on its own.
6. Commercial brokers look at profitability based on (1) Opportunities created (2) Costs avoided, and (3) Savings Secured. Talk in their language.
Congratulations to AE Institute for presenting a straight, fierce, productive, credible session about what makes a commercial member want to belong. Right on! Here’s to #100.