Case Study: Member Value Proposition – Ada County Association of REALTORS®
Goals
1. Raise awareness of the value of membership
2. Collaborate on messaging and a communications plan
3. Reinforce the value of the value of REALTOR® at all levels
Approach
The association created a “question everything” task force, with one output being development of a value proposition. A diverse task force assembled to learn about the process first. They invested a day of purposeful planning and discussion to reach consensus on their association’s competencies and member’s compelling needs. This analysis led to a relevant and distinguishing value proposition that the association commits to live up to and strengthen.
The process involved a survey, workshop and cooperation among a representative group of members, leaders, local and state staff. They collaborated and committed to a proposition that will live across the organization throughout the year.
Outcome and Feedback
ACAR’s value proposition addresses the needs common to three important member segments: independent brokers, young professionals and full-time producing active members. ACAR discovered they needed to acknowledge that no two REALTORS®’ needs are the same, yet they share some core business interests. It is these common interests that are the focus of the value proposition. When ACAR leadership and staff saw the associated messaging for the first time, it clicked.
We then tested that the value proposition meets ACAR’s ability to deliver on its value claims. Clear and concise messaging helps staff and leaders communicate it consistently across multiple communications channels.
“All of this depends so much on having the right leadership in place; a talented and able staff and a really strong project leader. I can thank everyone connected to ACAR for getting us there and thank Melynn for doing an absolutely amazing job in guiding us the rest of the way.”
– Marc Lebowitz, CEO
“I thoroughly enjoyed all aspects of the week. I feel energized and refreshed from looking at the association from a completely different perspective yesterday. You did exactly what I envisioned for the task force this year, but in a way that we never would have been able to accomplish on our own.”
– Kit Fitzgerald, Board President
