Colorado Association of REALTORS® – Member Value Proposition
The Presidential Advisory Group (PAG) was charged to answer the question “What does CAR bring to the table” for members? They needed a significant, new approach to move the association into the future and be clear about the value they offer to CAR members.
- We began with research: a member value survey to learn about what’s important and valuable to members in their business.
- The survey results fed into an in-depth project to uncover key audiences’ needs and concerns – and how CAR best answers those needs today.
- Development of a value proposition that the organization will use to reinvent themselves and motivate staff and leaders.
- A communications audit realigning messaging in all communications to be consistent with and in preparation of the launch of CAR’s new value proposition.
CAR’s value proposition provides focus for staff and leaders to advance a core of essential member deliverables (and many other ones). It sets clear expectations for why members should engage with the association.
Staff and leaders now have a messaging platform to communicate the most relevant issues to members (instead of what’s most important to CAR.)