From the Value Proposition Front Lines

Part 3 – Translating hundreds of surveys, an all day planning meeting and a webinar into our Value Proposition
By Guest Blogger Marc Lebowitz, ACAR Executive Officer

One thing I’ll give Melynn right off the bat … there’s no grass growing under her feet. We started this summer project in June and we are just about ready to launch.

From our survey results and focus group work we settled on our key target audiences:

• Independent brokerages – with 25 or fewer agents
• Young Professionals – more 30-something than anything else
• Full-time producing REALTORS®

Next we identified four themes that best represent the business needs expressed by these audiences:

What we concluded was we needed to acknowledge that no two REALTORS® needs are the same, yet they share some core business interests. That’s what we are focusing on.

ACAR builds our programs around that understanding.

We have developed a Value Proposition that embraces that understanding and ACAR’s ability to deliver. When ACAR leadership and staff saw this messaging for the first time, it clicked.

One of our task force members and broker of a large firm summed it up best: “ACAR is my concierge.” This fits with what we concluded was the best way to attract our members to all the ACAR has to offer.

We are now engaged in auditing our current service offerings to determine how we address the needs we promise in our value proposition. We will, without a doubt, be trimming out some of what we currently do and adding other things we’ve not thought of before.

Later this week we’re going to finalize the actual text of our message, submit the project to design and have a campaign ready to launch by October 1.

So, when you see me at Convention in November and you ask “How was your summer?”… get ready for a really good answer.

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.