T H E B U S I N E S S J O U R N A L F O R R E A LT O R A S S O C I AT I O N E X E C U T I V E S

SPRING 2016

R E A LT O R . O R G / R A E

Going
Mobile
The best apps to reach
members on the move
Page 12

Texting Works
Page 16

Setting Social
Media Policy
Page 22

Protect Yourself
From Cybercrime
Page 24

20162017 RAE Editorial

Advisory Board

R E A LT O R . O R G / R A E

Spring 2016

Wyndi Austin, RCE

Southeast Valley Regional
Association of REALTORS, Ariz.
Brenda Barnhardt
REALTORS Association of
Northwestern Wisconsin
Maria Brogan
The Northeast Association
of REALTORS, Ma.
Denise Day
Butler County Association
of REALTORS, Pa.

features
Mobile Apps for
Member Service
New tools to help you
engage with members and
volunteers on the go.

Text Me!

Page 12

REALTOR associations
add text messaging to
their communication tool
kits with good results.

Tina Dorward
Ozaukee REALTORS
Association, Wis.

Page 16

Diane Escure
Moses Lake Othello Board
of REALTORS, Wash.
Christopher Harrigan, RCE
National Association
of REALTORS

news

Bill Head
Metrotex Association of
REALTORS, Texas
Edward Jekel
Mohawk Valley Association
of REALTORS, N.Y.
Hank Lerner
Pennsylvania Association
of REALTORS
Steve Reese
Oklahoma Association
of REALTORS
Andrew Sims
Birmingham Area Association
of REALTORS, Ala.
Heather Tenney, RCE
Coastal Carolinas Association
of REALTORS, S.C.
Vicki Heebner
Ocean City Board of
REALTORS, N.J.

Dale Zahn, RCE
West Michigan Lakeshore
Association of REALTORS
The RAE editorial board reviews
each issue and provides critical
feedback, proposes story ideas,
and stays in touch with fellow
AEs nationwide to scout out
new programs and products to
share with the AE community.
To join the editorial board,
write an article, or contribute
information, e-mail Carolyn
Schwaar, cschwaar@realtors.org.

REALTOR.ORG/RAE

H OT TO PI CS

SMALL BOARD

Louisiana REALTORS
Bring Flood Relief

Better Training for

Volunteer Leaders

Page 4

Resources abound for

developing more supportive
and informed directors.

SU CCE S SF U L PRO G R AMS

Association charity events, fundraisers, and other ideas to inspire

your community involvement.

AE voices

Page 24

Page 5

AE CO M M IT TEE CHAIR U PDATE

Core Standards 2.0,

Better, Easier
Page 2

PRO FILE

Laura Crowther
CEO of the Coastal Carolinas
Association of REALTORS on
outreach, technology, and AEI.
Page 28

online
RE ALTO R .O RG/R AE

Read past issues in text

and PDF format and access
online exclusives.
T WIT TER @RealtorAEmag
FACEBO O K facebook.com/

SU CCE S SE S & CHALLEN G E S

AEs at the 2016 AE Institute talk

about their biggest successes
and challenges of the past year.
Page 8

need to know
P O LI CY

LEG AL

Youre the Ideal

Target for Cybercrime
Is your association
implementing appropriate
data security measures?
Page 26

Setting Social
Media Policy
Guidelines empower leaders
and staff to responsibly
engage online.
Page 22

RealtorAEmag

SPRING 2016

REALTOR AE

AE voices: AE committee chair update

Core Standards 2.0, Better, Easier

What we like most is that Core Standards:
Strengthen (local, state, national) relaMarc Lebowitz, RCE, CAE ,
CEO, Tucson Association of
REALTORS, 2016 chair of
the AE Committee

Finally, there was the perception that some

the same team

state associations were more thorough than

It became abundantly clear that we liked

what Core Standards does for our organi-

strength)

zations and that we needed to make some

Provide focus and forward-thinking

improvements to the certification process.

planning

our priorities for the upcoming

year, revisiting Core Standards was at the

Boost pride in the organization;

top of our list. We had collected lots of

Create best practices to do what we

With that insight, we drafted 13 recommendations and sent them to NAR leadership for review, then delivered a presentation

should be doing

feedback and dozens of ideas from our AE

Create a baseline to keep associations

community over the course of cycles 1 and

Help associations create a strong vision

The first task was choosing the right

and a solidly positive response at AEI, the

next step is a presentation in May to the AE

for the future

team to work on what was already being

at the 2016 AEI in San Antonio.

With a green light from NAR leadership

on track

2 and felt the time was right to dive in.

others in reviewing the certifications offered

by their local associations.

done as a professional organization;

Promote financial solvency (a key

met in August 2015 to determine

development requirement

tionships, creating a sense of being on

Raise the bar to focus on what should be

hen the leadership of the AEC

Do not include a REALTOR leadership

called Core Standards 2.0. First, we called

Emphasize on the value of staff

Committee, then a vote by the NAR Board of

Travis Kessler in Texas (a member of the

Drive home the importance of planning

Directors.
Just before the AEI presentation, I was

(whether business or strategic)

original PAG) and asked him to lead the ef-

talking to AE Andrea Bushnell (the chair of

fort. Creating a balanced team was key. We

included a few members from the original

What we like least is that Core Standards:

PAG; a couple of members who had served

Require a difficult and often confusing

understood the challenges; state AEs who

Do not hold REALTORS administering

had experience administering the process;

associations without staff to the same

local AEs from large and small associa-

education requirement as AEs

with associations calendar year activities

With our team in place we convened in

Allow for strategic plans that are too basic

Chicago on some of the coldest days in

Give a perception that state associations

Travis guidance, we created two lists: what

tively want to see.

its available online at realtor.org/
association-executives. Let me know what
you think (marc@tucsonrealtors.org).
Hopefully well come out of the May meet-

to be effective

modern recorded history, Feb.11-12 . With

These are the improvements that we collecIf you werent at AEI for the presentation,

Run on a midyear timetable inconsistent

tions; and key NAR staff.

Dont be nervous about this. All of these

changes came directly from our colleagues.

online compliance form

on the Appeals Hearing panels, so they

the original Core Standards PAG), who said,

ings with a revised professional road map.

we liked most about Core Standards and

do not have to comply with the same

Core Standards 2.0 will be bigger, bolder, and

what we liked least.

requirements

easier to use. Stay tuned.

Chair, Association Executives Committee Marc Lebowitz, RCE, CAE

CEO, National Association of REALTORS Dale A. Stinton, RCE, CAE
Senior Vice President, Communications

Stephanie Singer

VP, Business-to-Business Communications Stacey Moncrieff

430 N. Michigan Ave.,
Chicago, IL 606114087
500 New Jersey Ave., N.W.,
Washington, DC 200012020

Editor, REALTOR AE magazine

Contributing Editors

Questions and comments e-mail: cschwaar@realtors.org

Advertising Sales

800-874-6500

Carolyn Schwaar

Paula Pisani, Bob Soron

Natalie Matter DeSoto,

infocentral@realtors.org

800-501-9571 or 717-580-8184,

REALTOR.org

natalie.desoto@theygsgroup.com

REALTOR AE

SPRING 2016

2016 by the National Association of REALTORS. All rights reserved.

(ISSN 0034-0804) REALTOR AE is a professional magazine published
four times yearly by the National Association of REALTORS as a service
for REALTOR association executives. Articles in this magazine are written
from the perspective of the REALTOR association executive. REALTOR
AE is an informational publication of local, state, and national association
programs, activities, and current trends and ideas in association management and their practical application in REALTOR associations. Views
and advertising expressed in REALTOR AE are not necessarily those of or
endorsed by the National Association of REALTORS. Magazine archives
available online at realtor.org/RAE. Reprint permission:
cschwaar@realtors.org. Distribution: Local and state
executive officers, association staff, and MLS directors.
Subscriptions: Call 800-874-6500.

REALTOR.ORG/RAE

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news: hot topics

Louisiana REALTORS Drive

Flood Relief to Fellow REALTORS

ain was already coming down strong

temporary housing, but new household

by the time Susan Holliday picked

items and appliances. They also needed

up her colleague Alice Clark for their

basics such as coffee, toothpaste, paper

that I would coordinate an effort

Help Celebrate
100 Years of Pride in
Being a REALTOR

when I returned from the AEI to

Throughout 2016, NAR is celebrating the

collect those items and deliver them

100th anniversary of the trademark

as soon as possible.

REALTOR by showcasing the

drive to San Antonio, Texas, to attend the

products, and paper plates, says Holliday,

National Association of REALTORS 2016

which can quickly add up financially for

AE Institute in March.

those displaces by disaster. So we decided

The response from Acadiana

members devoted to community, to

Association members was over-

service, and to going the extra mile. Help

whelming, generous, and extremely

NAR gather stories about what your

humbling, says Holliday. Her staff

members are doing to improve your

collected so many donations it filled

community. Do they repair dilapidated

a rented U-Haul trailer.

homes? Volunteer at a local shelter?

My officersAllen Duh, presi-

Maybe theres one with a passion for

dent; Angi Trahan, president elect; and Lisa

serving veterans, tutoring students, or

east Louisiana Association of REALTORS)

Roy Sheppert, treasurerand I made the

organizing pledge drives. Encourage

was on the phone often, getting updates on

three-and-a-half-hour drive up to Monroe to

members to submit a picture of their

the flooding in her area, says Holliday, CEO

meet the leadership of NELAR and unloaded

charitable work to NARs online project

of the REALTOR Association of Acadiana,

the supplies, recalls Holliday.

showing what REALTORS are made of.

During the AEI, Alice (CEO of the North-

La. The news just kept getting worse and

Several NELAR members I met who

then she heard that one of her staff had

were waiting for donations mentioned how

about three feet of water in her home.

strange it felt to be on the receiving end of

More than two feet of rain fell across

aid since they are so often on the giving end,

Northern Louisiana in a short time sparking

says Holliday. It was so moving to hear their

major river flooding and rising to historic

stories and to see how much these simple

levels in some areas. State officials identified

items would help to make their current

about 12,000 homes with reports of water

situation better.

Associations are invited to share as well.

Visit 100years.realtor for more.

damage across the state, and 26

areas were added to the list of federally declared disaster areas.
We decided we had to do some-

On April 1, members of the San Antonio

thing to help, says Holliday. We dis-

Board of REALTORS helped build and

cussed what needs [Clarks] members

repair homes with their local chapter of

would have and how my association

Habitat for Humanity. This was the as-

could help.

sociations third annual home build with

Northeast Louisiana Association

Habitat for Humanity in San Antonio.

staff members needed not only dry

REALTOR AE SPRING 2016

REALTOR.ORG/RAE

A strong showing of members attended

the Chicago Association of REALTORS
Lobby Day. At the annual luncheon, local legislative representatives discussed the impact
of current issues on private property rights.
More than 500 members of the Illinois Association of REALTORS converged on the state capitol
March 5 for a legislative rally. The group met with lawmakers to advocate for homeowners, commercial
real estate, and private property rights, and celebrated the associations 100th anniversary.

REALTORS Take Action

More than 525 REALTORS took part in the
April 5 REALTOR Action Day sponsored
by the Wilmington Regional Association of
REALTORS, N.C. Members volunteered
throughout the community on dozens of

At the April 5 Nebraska REALTORS

projects from building community garden

Associations 99th Annual Convention &

and planting sea oats at the beach (pictured

Exhibition, attendees were invited to take a

right) to visiting with senior citizens and

cleaning parks.

picture with National Association of

Agents from Intracoastal Realty at Wrightsville Beach.

REALTORS 2016 President Tom Salomone

(pictured center with duck) and share it on

Association Steps up to Help Local Boys &

Girls Club of America Find a New Home
When the Coastal Carolina Association

social media using #NERealtors.

Currently the Myrtle Beach BGCA is

of REALTORS learned that the home of

housed in a temporary facility with less than

the Boys & Girls Club of America in Myrtle

a year left on the lease. While the search is

Beach, S.C., was scheduled for demolition by

on for a new home for the clubone that

the city, we knew we really

may also contribute to the

needed to get involved,

revitalization of the citys down-

says Laura Crowther, RCE,

town areathe association is

CEO of the association. We

expanding its support of the

The San Mateo County Association of

put together a meeting with

organization in other ways, says

REALTORS, Calif., rallied dozens of mem-

the mayor, the city council,

Crowther. We have an active

bers, wearing green Save the Dream

and prominent business

YPN group and their plan for

stickers, to fill the San Mateo City Council

people, and we are trying to

the year is to be involved in the

chambers in a show of opposition to a pro-

find a permanent place for

clubs ongoing initiatives and

posed urgency rent control and just cause

their new club.

anything else they need.

eviction ordinance. The ordinance failed 3-2.

REALTOR.ORG/RAE

REALTOR AE SPRING 2016

news: trends & honors

Rapattoni Announces Plan to Integrate With
RPR Advanced Multi-List Platform (AMP)
Rapattoni Corp., which provides its MLS

and veteran MLS system developer, said

platform to nearly 100 MLSs, announced

Dale Ross, CEO of RPR. RPR is extremely

in March a planned integration with the Ad-

pleased that Rapattoni has embraced the

vanced Multi-List Platform (AMP) from

AMP concept of an open database with

Realtors Property Resource. RPR AMP

universal access for all licensed application

technology enables application developers,

innovators. Rapattoni has been a leader in

such as Rapattoni, to provide innovative

providing both association management

front-end solutions and offer their subscrib-

systems and MLS technology to REALTOR

ers tool choice and

associations for decades,

flexibility. The inte-

he continued. We look

gration will provide

forward to working with the

Rapattoni customers

Rapattoni team to help them

Michigan AE Wins
Environmental Award

access to live listing

bring the promise of the

On behalf of his membership, Dale P.

data and other MLS

AMP system to their many

Zahn, RCE, CEO of the West Michigan

resources along with

MLS clients.

Lakeshore Association of REALTORS,

data from RPR.

Were looking to the

accepted the Distinguished Volunteer of

future of the MLS business,

the Year Award from the Michigan Envi-

nounced last year that

anticipating the needs of

ronmental Health Association. For years,

it would separate its

our customers as well as the

Zahn has worked to create a culture

front end interface

industry at large, said Brian

of cooperation between REALTORS

Rapattoni an-

from its back end database, offering un-

Tepfer, chief technology officer at Rapattoni.

and the County Health Department,

paralleled flexibility in meeting the evolving

Our MLS is architected to facilitate inte-

resulting in a streamlined program for

needs of real estate associations and their

gration with a broad spectrum of emerging

well and septic evaluations, a convenient

members. This versatile architecture

technologies, allowing MLSs to pull listing

handout booklet to distribute to home

enables the Rapattoni MLS to integrate

data from multiple sources and present it in

buyers considering homes with well and

seamlessly with ... AMP and other emerg-

a single interface. The new AMP integra-

septic systems that also appears on the

ing technologies, Rapattoni said in its press

tion is a dynamic example of how our MLS

association website, and informational

release.

software uses listing information from multi-

forums on the topics for REALTORS.

Rapattoni is a long-time industry partner

ple databases.

Funding Young Leaders Trip to Midyear Meetings Pays Off in Volunteer Service
Every year for the past 10 years, the Min-

ings, 95 percent have gone on to serve on

75 percent have served on the MAAR board,

neapolis Area Association of REALTORS

MAAR committees and more than a third on

61 percent have served as committee chairs,

has paid all expenses for three members

NAR committees, says Brown. More than

four have served on the executive commit-

to attend the National Association

tee, two have served as MAAR president,

of REALTORS Midyear Legislative

and six of the recipients currently serve

Meetings held in Washington, D.C. The

on the states committees and board.

return on the associations investment

Each year, the association reviews dozens

has been great, says Donnie Brown,

of applications for its two scholarship pro-

community affairs manager at MAAR.

grams, the Jean Leake Emerging Markets

Of the members awarded scholarships

Scholarship and the Anne Brockhouse

to cover attending the Legislative Meet-

Future Leader Scholarship.

REALTOR AE SPRING 2016

REALTOR.ORG/RAE

news: successes & challenges

AT AEI
March 15-19, San Antonio

Suzanne Young, Honolulu Board of REALTORS, 5,758 members

One of the greatest successes weve had recently is our program to go out to the members offices instead of having
them all come to our office for events or education. We have nearly 6,000 members, and weve deployed about five or
six staff members to go out to the offices to make themselves available to do training. Weve found the reception from
members to be really great. We deliver MLS training, new tools, and information about the Code of Ethics, and weve
heard good things from the members who really appreciate the fact that were going out to them. We started this as an
experiment in 2014 with one staff member doing it, but last year we stared shuffling duties to allow more staff to do it.
We still have people back at the office, but we have more of our staff out in the field, and it has made a difference.
Paul Cauchi, e-PRO, senior vice president of commercial, Miami Association of REALTORS, 1,900 members
One exciting initiative that were working on is expanding our commercial YPN. We have about 2,000 members, and
were trying to find the next generation of leaders to engage the younger commercial practitioners and to identify
future leaders, especially those who want to get involved but dont really know how. Were pairing young members
with practitioners who have been in the business a long time. Miami also has a robust residential YPN, and weve
started incorporating some of them into our classes to teach our commercial members how to create dynamic
videos, and how to use drones and new social media tools. Commercial agents tend to be less experienced with new
technology than residential agents. Our goal for commercial events is to incorporate both education and networking
as well as including young residential agents interested in commercial.
Kathy Ludwig, CEO, Greater Harrisburg Association of REALTORS, Pa., 1,635 members
In the past year, our biggest challengeor opportunity, depending on how you look at itwas when we brought our
MLS, which was an independent operation, back under the association umbrella. It was a move done to cut costs.
We felt we had two of everythingtwo copiers, two phone systemsand it was really redundant. We had to mesh the
staff and try to get them to understand their respective responsibilities and what the others do in regard to how it all
services our members. So that was also a success, because it worked for us. Our members never felt any change in
our level of service. Were also one of the associations involved with the TREND/MRIS MLS merger, so thats the next
big item on our plate. Were looking forward to those discussions.
Doris A. Nurenberg, RCE, CEO, North Carolina Regional MLS, 5,000 subscribers
Were a new regional MLS, so Im a virtual CEO at this point, and thats been a challenge to learn how to work without
staff. Our nine associations are all in the MLS conversion process, so I need to keep in constant contact with the
AEs to help them and also address the challenges the members face. Its a big interruption in members businesses
because they have to learn everything all over again. The AEs, too, are learning to be something different without an
MLS, so thats a transition that were all working toward. Relationship building is really important toward making this
regional MLS successful. I love the challenge, though, Im really glad I did it. Its very exciting. I think the trend toward
regional MLSs should continue because the benefits to the members are just amazing, but the challenge is the
changeREALTORS just dont embrace change as well as I would like them to.
Lorri Edwards, AE, Columbus Board of REALTORS, Ga., 649 members
Making it through our first audit was a big success in the last year. I am the new AE at the association, so I learned
a lot about the processes and history here through the audit. I know its an expense but it is good for associations
to have an audit as part of the Core Standards. I was able to learn about the checks and balances that are in place
to avoid any questions and to be transparent. Well establish more of these going forward. Getting through Core
Standards was a challenge but my board did rather well. Im not worried about the new additions to the Core
Standards; I just think it makes us better. Accountability makes us perform better and my board is very supportive,
although I would like to see more volunteer leaders directly involved in working on the Core Standards reporting. It
would not only be easier if everyone participated, but it would be a good learning process for everyone.

REALTOR AE SPRING 2016

REALTOR.ORG/RAE

License Your Real Estate Forms to zipLogix

New NAR member benefit features NAR library of forms and templates

ts no secret that the adoption of new and

license your forms. Once the agreement is

And if you dont see material that might help

innovative technologies is driving efficiency

complete, zipLogix will help design the digital

get the message out, contact zipLogix to

and success throughout the real estate

versions of your forms and insert them in the

discuss creating custom marketing collateral

industry. This is in large part due to the

zipForm Plus forms engine on your behalf,

for your association.

emergence of millennial home buyersa

making them accessible for members to use.

group that accounts for 32 percent of the

Each state and local association deter-

Ongoing Education

market, according to NARs consumer

mines how to handle the monetary aspect

There are a number of educational opportu-

research, highlighted in the 2015 National

of providing access to these forms. Some

nities that will help users get the most out of

Association of REALTORS Home Buyer and

REALTOR associations offer their forms

these technology solutions.

Seller Generational Trends study. Millennials

at no cost; others charge an annual fee to

not only want to use technology in their day-

capture non-dues revenue that supports

conduct custom association training

to-day lives, they expect to use it.

other initiatives.

seminars that are recorded and archived.

REALTOR associations need to un-

For associations that charge for their

ZipLogix representatives are available to

These recordings are then provided to the

derstand this paradigm shift and provide

forms, zipLogix will implement those busi-

association to use as needed and are a great

value-added benefits to help their members

ness rules, collect the revenue on behalf

tool for members who missed the training,

adapt. Thats the thinking behind the recent

of the association, and then issue a check

are new to this technology, or just want a

announcement that this year NAR will

to the association every quarter for fees

refresher on the finer points of the software.

provide zipLogix technology as a mem-

collected.

ber benefit. The benefit includes zipTMS,

unlimited zipVault document storage, NARs
new library of REALTOR Forms & Templates, and access to the industry-standard
zipForm Plus forms engine. Combined, these
services create new and exciting ways for
REALTORS to get to the closing table faster.

Within the applications themselves are

educational tips and tricks, as well as quick

Each state and local association

determines how to handle the
monetary aspect of providing
access to their state and local
forms libraries.

walk-throughs that teach users how to

perform a task or process. Additionally,
users can access help files that link to
YouTube video demonstrations or PDF help
guides if they need to know how to perform a
specific function.
These training tools are updated as new
versions of the software or new products are

REALTOR associations can maximize the

Promoting NAR Benefits

to Members

value of this benefit by making their state

Associations looking to promote and market

its database of resources to ensure that

and local forms libraries available through

the NAR benefit to their members can use a

users have access to the most current and

zipForm Plus Forms Library. We are al-

comprehensive marketing kit from zipLogix.

comprehensive tools available to take full ad-

ready working with associations around the

This kit includes social media posts, pre-

vantage of their new NAR member benefit.

country to get their forms uploaded. Reach

pared e-mails about the NAR benefit, and a

out to the zipLogix team directly at sales@

news release, as well as images and banners

zipform.com to help prioritize your associ-

for the association website. The marketing

ation among the more than 1,300 that are

kit also includes links to the zipLogix training

expected to offer their forms as part of this

calendar, including live training events and

benefit.

ongoing training support.

Licensing Forms to zipLogix

To participate, representatives from your

Essentially, everything that zipLogix has

association will be asked to sign a short

at its disposal is available for associations to

agreement that gives zipLogix permission to

help market and promote the NAR benefit.

10

REALTOR AE SPRING 2016

released. ZipLogix also regularly updates

Lisa Mihelcich is COO of zipLogix

and a licensed real estate agent.
Contact her at 866-693-6767 or
LMihelcich@ziplogix.com.
zipLogix is the exclusive forms software provider
for the National Association of REALTORS.
zipLogix Digital Ink is not endorsed by NAR
and is not included as part of NARs REALTOR
Benefits Program.

REALTOR.ORG/RAE

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savings can be used toward the purchase or lease of almost any FCA US LLC (formerly Chrysler Group LLC) vehicle. This
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MOBILE APPS FOR MEMBER SERVICE

New tools to help you engage with members and volunteers on the go.

ts hard to overestimate the effect

they are moston their smart phones?

of mobile technology on members

Other than having a mobile-ready

businesses. Text messaging, Internet

association website, which is a given

searches, and social media are among the

today, here are six ways your association

top uses of smart phones, and these are all

can engage with members using mobile

essential components of daily real estate

devices. Of course there will always be a

practice. From communicating with clients

segment of your membership that lags in

to searching the MLS and generating leads

technology use and understanding, but

from Facebook and Twitter, members are

dont let that stop you from becoming a

never far from their phones. So how can

trusted leader in mobile app usage and

your association begin to capitalize on the

showing members how to make the most

mobile movement to reach members where

of their mobile future.

Mobile apps to facilitate committees and directors

The day when all your directors attend a
board meeting by staring into the camera on

may boost volunteer participation.

Of course, getting your committee mem-

their smartphone isnt far off. Mobile video

bers to see and hear one another is just one

conferencing apps abound, including Tango,

piece of the meeting puzzle. They need to be

ooVoo, Wire, and Facebook Messenger, and

able to read and often collaborate on docu-

even WhatsApp is expected to introduce free

ments. Many video apps include a chat feature

video calls soon. In fact, the most popular,

where you can share the link to documents

Skype, announced group video calling on

you post online. Google Hangouts achieves

mobile phones and tablets in March. This

this very elegantly since its part of the Google

means up to 25 committee members at a time

suite of tools inducing Google Docs. Slack,

can meet anytime, anywhere with free video

the free text messaging system for groups, is

calls (when their phones are connected to a

gaining popularity as better than e-mail when

Wi-Fi network at home, at the airport, or at

it come to keeping groups in touch.

Starbucks, for example). Google Hangouts

Enable your committees to use their mo-

is another video chat option that can connect

bile devices to edit the same document, post

up to 10 people. Providing members with the

updates to projects, upload documents, and

option to participate in meetings remotely

assign and manage tasks with popular online

Skype introduced group video for mobile in March.

12

REALTOR AE SPRING 2016

REALTOR.ORG/RAE

Basecamp for mobile keeps committee members connected to projects and tasks.

Mobile apps for conferences and events

collaboration tools such as Basecamp, Redbooth, Podio, and Trello

that offer mobile versions or work on

There are a lot of options for

built-in event surveys; push

mobile event apps ranging

notifications (such as The

widely in price and features,

welcome reception starts in

but if a simple schedule and

five minutes in Ballroom B);

session descriptions are your

attendee chat functions; and

main goal, then there are plenty

storage for presentation

of free and low-cost options;

handouts or PowerPoint

Eventbase, Guidebook, and

slides to download. A mobile

Twoppy are a few. Mobile event

Dropbox for your handouts

apps are great for everything

is a cost-effective

from small meetings and

alternative if your event

classes with agendas up to

app doesnt have

large-scale conferences with

storage.

exhibitors. Robust options offer

Eventbase has options for small meetings up to full-scale conventions.

smartphones and tablets. Although

editing Word documents on an
iPhone is not ideal, it works in a pinch.

Mobile apps for voting and surveys

Paper ballots are relics at most

voting link to each eligible voter. You

next level with apps specifically

associations, yet electronic voting

cant see whom members voted for but

designed to facilitate board meet-

participation is often very low. Try

you can track if they voted. Follow-up

ings, such as BoardPaq, Convene,

encouraging members to vote for

with e-mails or texts to members who

and BoardEffect. These apps have

leadership and directors with a click

havent voted yet.

a wide range of features and enable

on their mobile device with apps such

you to track which directors have

as MyVote, Electionbuddy, and

used for polls and short surveys,

checked in and actually reviewed the

Doodle (the same app you can use for

from how members rate their latest

documents. Directors can review ar-

meeting scheduling). With MyVote,

class to business polls and feedback

chived meeting notes and save their

members can cast votes for association

on your customer service. For more

personal notes in their private access

leadership from their mobile phones.

comprehensive membership surveys,

dashboard.

Electionbuddy provides candidate

including multiple-choice questions

Take your board meeting to the

Most voting apps can also be

profiles that offer the same amount of

and write-in answers, theres still not

mobile apps to help you plan a meet-

information for each individual. This

much competition for Polldaddys and

ing for your committee members and

feature is proven to increase voter

SurveyMonkeys sleek mobile versions.

directors. No more multiple e-mails

participation because voters feel more

and phone calls back and forth to

involved in the process. Rather than a

coordinate everyones schedule. Try

simple polling app, look for an election

ScheduleOnce, Doodles MeetMe

app that enables you to securely upload

service, or SelectTheDate.

your member list, then send a unique

Finally, now there are a range of

REALTOR.ORG/RAE

SPRING 2016

REALTOR AE

13

Many apps for volunteering also send reminders and

sync with e-calendars.

Mobile apps for

volunteer signups
Mobile apps for silent
auctions and fundraising

Make volunteering for committees,

events, and work groups as quick
and easy as possible with a mobile
app. Sure, your voting or survey apps

Expand your silent auction participation to

could double as sign-up apps, but

members not attending your event with user-

specific apps for this purpose, such

friendly apps such as Handbid and Bidpal.

as SignupGenius, VolunteerSpot,

These apps feature photos and descriptions

Volgistics and VolunteerKinetic,

of the auction items, mobile bidding, and

are more appealing.

real-time, higher-bid notifications that keep

SignupGenius offers a nicely

participants in the game.

designed, easy-to-use template page

Raise money for your associations

where you describe the purpose

charitable arm, education foundation,

of your committee, work group, or

of apps are ideal for organizing YPN

or disaster relief fund with mobile apps

charity event and enter the dates and

events, Habitat for Humanity builds,

such as Givelify and Crowdster. These

times for which you need members

clothing or school supply drives,

require members to download the app,

help. In addition to soliciting official

and neighborhood beautification

but a new breed of donating via mobile

work group participation, these types

programs. Theres an option to

from companies such as @Pay enables

text volunteers with updates and

members to simply reply to an e-mail or

reminders.

a text message instead of entering their

Once volunteers are signed up,

name, address, and credit card information

continue the virtual engagement

into online forms. With the rapid adoption

with apps that send messages

of mobile wallet technology from Apple and

via text and track volunteer hours

Samsung, paying for items or services (and

and project progress. Some apps

donating) with a smartphone may soon

let members earn points for tasks

seem as normal as using a bank card.

completed, which can help spur

participation for virtual volunteers.

Another mobile giving option growing

popular comes from apps such as

Sponsors can off-set the costs

of some handy apps.

14

REALTOR AE

SPRING 2016

REALTOR.ORG/RAE

Mobile apps from NAR

All these apps are available for iPhone and
Android users and are free of charge.

REALTOR Action Center

app lets members learn how

The NAR Action Center app features political

state and local association

stories from the REALTOR Action Center,

are using NAR programs

the Washington Report, and online dynamic

to build political strength

reports to track state and local REALTOR

in their own backyard.

Party engagement and Call for Action

participation. Plus, members can make their
annual investment via their phone.

ActionSprout that link to your

The NAR Member Center app enables

associations Facebook page and

profile pagesto collect and track

members to review their benefits; read the

are optimized for mobile use.

donations for a specific collection

latest information from their local, state, and

ActionSprout enables you to launch

effort, such as disaster relief or your

national associations; customize and display

fundraising drives (as well as

associations annual charity drive.

their membership card; and more.

volunteer and event sign-ups, and

Once users enter their credit card

other actions) directly inside of

information, the donate button will let

REALTOR Magazines app features the

Facebook. Members actions are

users contribute to a charity through

latest issue and web exclusives.

then shared to their Facebook friends

Facebook instead of having to

and followers to spread the word.

navigate to an external donation site.

Remember, RPAC fundraising

Facebook itself introduced a new

The REALTORS Conference & Expo app

is a guide to the events more than 100

donation feature in November 2015

online is legal only when using

education sessions, nearly 400 industry

that enables charities to launch

technology that enables you to

exhibitors, and more. NAR Legislative is the

standalone fundraising pagesin

solicit only from REALTORS, not the

app for the REALTORS Legislative Meetings

addition to their general Facebook

general public.

& Trade Expo.

With RPR Mobile, REALTORS can use their

How do I learn (and teach members)

how to use these new apps?

location to search for on- and off-market

If your association is offering or recommending these apps to members,

school info; and more. Then, easily create one

youor at least someone on your staffis expected to be the expert. Video

of five different property and neighborhood

tutorials on the vendors sites and on YouTube are your best source for

reports, each branded with a photo, logo, and

learning how to get the most out of your new apps. Alternatively, appoint a

contact information.

committee member, YPN chair, or other tech-savvy volunteer to assume the

properties while also uncovering mortgage,

historical and distressed data; flood zones;

RPR Mobile

role of app master at your association.

As digital wallets gain acceptance, it will become easier

for members to pay dues, contribute to RPAC, and
donate to charity via smartphone apps.

REALTOR.ORG/RAE

SPRING 2016

REALTOR AE

15

Text Me!
REALTOR associations add text messaging to
their communication tool kits with good results.

By Bridget McCrea

very month, the SouthEast

sets the rules for commercial e-mail,

Valley Regional Association of

establishes requirements for commercial

REALTORS in Mesa, Ariz., sends

messages, and gives recipients the right

one or two text messages to 9,377

phone-toting members who opted into

to opt out of receiving messages.

Calling the effort wildly successful,

the program, from a total membership of

Austin sees texting as an immediate way

about 12,000. Most messages concern

to reach members without calling or

upcoming dues deadlines, membership

waiting for e-mails to be opened. From

meeting reminders, urgent news (such as

the association perspective, she says,

if a major system is down), or significant

sending a text and including a link to sign

association events.

up for a class or attend an event is easy.

Wyndi Austin, director of marketing

Personally, Id love it if we could increase

communications, says the association

the frequency to three a month, but our

decided to use texting after she noticed

members are already being bombarded

members using more mobile devices to

by messaging, says Austin, so were

view its website. Using the Ez Texting

staying true to our promise.

messaging platform, the organization

purchased a package that includes a spe-

More Texts, Please

cific number of monthly credits; each

As REALTORS use texting more often

text sent uses two credits.

in their personal lives, theyre more likely

For the last three years, the assoMay 22, 2016, 8:30 AM

Text messages have a 98

percent open rate while
email has only a 20 percent
open rate. (Mobile Marketing Watch)
Delivered

16

REALTOR AE SPRING 2016

to accept it from their association. More

ciation has sent just one or two texts

associations are turning to texting as a

per month. This optimal level was

result. The benefits are clear: Open rates

determined based on member input

for text messaging are about 98 percent

that said most of them like receiving

versus 15 to 22 percent for e-mail,

messages from us, says Austin, as long

according to Mobile Marketing Watch.

as we dont abuse it or overdo it. Before

According to CTIA, a wireless industry

launching the program, Austin con-

trade group, it takes 90 minutes for the

sulted with the National Association of

average person to respond to an e-mail,

REALTORS to ensure that the program

but only 90 seconds to respond to a text

didnt violate the CAN-SPAM Act, which

message.

(Continued on p. 18)

REALTOR.ORG/RAE

working together to
keep realtors at the
center of the transaction

The NATIONAL ASSOCIATION OF REALTORS and zipLogix are working together to keep REALTORS at the
center of the transaction today and into the future.
This year NAR will be providing a valuable member benefit to REALTORS nationwide. The new benefit includes
zipTMS robust transaction management system, unlimited zipVault document storage, an exclusive NAR library
of REALTOR Forms & Templates, and access to the industry-standard zipForm Plus forms engine where members
can add and manage their own custom documents. State and local forms libraries may also be available if they are
licensed to zipLogix (some fees, which are set by state and local associations/boards, may apply).
REALTORS will benefit from zipLogixs state of-the art technology, which ensures data integrity, security and
disaster recovery and a standardized technology platform designed to create efficiencies and streamline processes.
With this step toward a comprehensive transaction platform, NAR is committed to making sure REALTORS have
the tools they need to succeed in todays dynamic real estate environment and remain at the center of the real
estate transaction.

To learn more about this new member benet,

visit www.zipLogix.com/narbenet.

A link is right there in the text for [members] to access a mobile site
and pay [their dues]. We think it contributed to our very high early
renewal rate this year. Danielle Boutin, REALTORS Association of the Palm Beaches, Fla.

(Continued from p. 18)

MetroTex Association of REALTORS in

May 14, 2016, 1:30 PM

Texting is the most widely

used and frequently used
smartphone app, with
97 percent of Americans
using it at least once a day.
(Pew Internet)

contact management system, RAMCOto

Dallas has been using text messaging for

send out dues notices, compliance-related

about two years with good results, says Bill

announcements, and event information. Its

Head, director of communications. By texting

been most successful though when sending

a short code to a specific number, members

a dues notification, she says. A link is right

opt into the Ez Texting support platform,

there in the text for them to access a mobile

which the association uses mainly to com-

site and pay. We think it contributed to our

municate MLS-related news and association

very high early renewal rate this year.

alerts, such as system updates or down-

Boutin is careful to send text messages

times. If were going to take the time to text,

only once or twice a month, but says she

it has to be important and related to the MLS,

would like to see the system used for educa-

not just random stuff, says Head. The com-

tion reminders and other functions. To make

May 14, 2016, 1:50 PM

munication methodwhich was rolled out

this happen, she says, the association will

after a member survey was quite one-sided

need to provide an opt-in for members (using

More than 6 billion text

messages are sent in the
U.S. each day. (Forrester)

toward textingis underused, he says. Id

short codes such as reply EDU to receive

like to see it used for advocacy as well.

education updates). We know our mem-

Delivered

a
June 1, 2016, 6:30 PM

Text messaging has a

45 percent response rate,
while e-mail has only a
6 percent response rate.
(Velocify)

June 1, 2016, 6:40 PM

80% of people use texting

for business. (eWeek)

aa

18

Dotsignalwhich partially integrates with its

REALTOR AE SPRING 2016

Texting is not just limited to large metro

bers are inundated with e-mail, says Boutin,

areas. Vicki Heebner at the 520-member

and texting is just one more way weve been

Ocean City Board of REALTORS, N.J., says

able to adapt to their needs.

her latest association survey showed, for the

However, when associations ask mem-

first time, that texting was the number one

bers via survey if they want association

way members would like to receive commu-

texts, the answer is often no. We are not

nications from the board, outranking the

using text messages, says Mary Prenon,

previous list-topper, e-mail messages.

director of communications at the Hudson

Our tech committee researched and

Gateway Association of REALTORS in New

tested some of the many texting vendors

York. We did a survey and members over-

out there in the market, says Heebner. The

whelmingly rejected the idea.

key features that we identified were the ease

At the Maryland Association of

of use of the system (we are a small board

REALTORS, only 8 percent of our mem-

with a small staff) and the ability to conduct

bership said they would be OK with text

polls. Well be testing a vendor for the next

messaging, says Melissa Lutz, communi-

six months to see how our membership

cations and public affairs director. Lutz says

responds.

she was surprised by the data, considering

Danielle Boutin, director of emerging

technologies and communications at

the popularity of texting among REALTORS

in general.

the REALTORS Association of the Palm

We didnt survey our members, says

Beaches, Fla., says the groups 3-year-old

Boutin, but the opt-out rate is very low and

text effort is also going well. With about

it seems to have been well received. I imag-

14,000 members, the association uses

ine if asked, most members would say no to

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[Texting] is something our members said theyd like used for urgent
messages that need their immediate attention, including calls for
action and legislative advocacy. Steve Reese, Oklahoma Association of REALTORS
texting, assuming they would get bombarded

local associations in Oklahoma with opt-in

with a ton of texts from the board, but we

codes that members can use to receive app-

have shown we use it only when needed.

based text messages from their respective

organizations. The local associations are

May 15, 2016, 4:30 PM

On average, Americans
exchange twice as many texts
as they do calls. (Nielsen)
May 15, 2016, 4:32 PM

Wow!

Just Getting Started

very member-centric, whereas we deal more

This is the year that the Oklahoma

with committees and leadership from the

Association of REALTORS will begin text

state perspective, says Reese. For that rea-

messagingan effort driven in part by

son, we felt the messaging needed to come

members of its Young Professionals Network.

from a local level.

Once theyve opted in, members will

Its something our members said theyd like

used for urgent messages that need their

also receive two to three text messages per

immediate attention, including calls for action

month from OAR. Reese expects the com-

and legislative advocacy, says Steve Reese,

munication mode to go over well with mem-

vice president of marketing for the Oklahoma

bers. We plan to use it very judiciously,

Citybased association, not just for general

says Reese, and only for very important,

messaging that theyd typically get from us

timely messages. Once they see that were

via e-mail.

not spamming or overwhelming them, we

Reese says the system will be set up using

mobile app provider BFAC and will provide

think well see pretty good reception to this

program.

Which texting service is right for your association?

considerjust watch out for

(send a text and have it

question, but the good news is

those monthly fees, hidden

post on Facebook and

Integration with your member

that your options are growing

costs, or setup charges.

Twitter automatically).

management system so you

almost daily. Texting is a huge

Two-way texting so members

A user-friendly interface

can customize messages

business and options range

can respond to your

for managing contact lists

to members based on their

from full-featured plans that

association via text. Some

and campaigns, which

profile or target messages to

enable voice and video texts

plans actually only allow

also generates reports

members who havent paid

to lower-cost, bare-bones

you to send, not receive.

for messages sent and

plans. Most providers

Ask about the price for

responded to.

their dues, for example.

Privacy and security should
include safeguards against

websites dont list prices

incoming messages.

Preconfigured texting

clearly, so have an idea of

Voice texts (record your

campaigns, such as

hackers and assurances that

text-to-vote that integrates

the vendor cant use or sell

with a spreadsheet-type

your member contact list.

what you need before you call.

Here are some features to

20

tally system.

Theres no easy answer to this

REALTOR AE SPRING 2016

own message and send it).

Social media integration

REALTOR.ORG/RAE

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need to know: policy

Setting Social Media Policy

Guidelines empower leaders and staff to responsibly engage online.

e all have friends or acquaintances

cent of employers report that theyve fired

persistent endorsement of candidates in a

who occasionally post outrageous

people for something they posted on social

divisive election, for exampleundermine

or downright offensive things

media, according to a 2015 CareerBuilder

his or her leadership role or the reputation of

online. So what can you do when these

survey. Volunteers also can be considered a

the association?

friends are your association leadership or

reflection of their association at all times.

Its certainly possible, says Teah Hop-

staff? Can you dictate what volunteers and

Even when members think their social

employees post from their personal social

media engagement is completely secret, ac-

nications at Missouri REALTORS. We tell

media profiles?

counts can be hacked, privacy settings can

leaders, especially presidents, that we want

To a limited degree you can, without in-

change, malware can disable security, and

them to have a personality on social media

fringing on their legal rights or invading their

posts can be copied and shared elsewhere.

because people connect with that, but I think

privacy. Heres how.

Every time someone from leadership or

per, vice president of marketing and commu-

leaderships personal opinions can affect

staff opens their mouth in person or online,

whether members volunteer or participate in

and staff are in place at many REALTOR

they are perceived by the wider world to

the association, and what they think of their

associations nationwide. (To see several

be speaking on behalf of the association,

association.

samples visit realtorm.ag/social-policies.)

whether true or not. Its called apparent au-

Social media guidelines for volunteers

These guidelines are, at their core, exten-

thority, says David Kissinger, government

sions of basic association media commu-

affairs director at the South Bay Association

nication policies (or, for staff, the employee

of REALTORS in Torrance, Calif.

handbook). They outline who speaks for

Kissinger says that his board members

the association, what type of association

are advised that it is their obligation to be

information is confidential, and what type of

aware of how apparent authority gives their

speech, such as discriminatory or hateful,

words strength and weight in a manner that

may land the author and the association in

is not always appropriate. Just because it is

legal hot water.

your legal right to speak out does not mean

The goal of these guidelines is not to curb

free speech or judge peoples opinions, but

that it is always a good idea, he says.

Leaders may think that a disclaimer on

to educate members and staff and guide

their blog or Twitter page (stating that their

them toward behavior in keeping with the

opinions do not reflect that of the associ-

REALTORS Code of Ethics, nondisclosure

ation) is enough to distance themselves

rules for association directors, and basic

from their associations. But disclaimers are

professionalism.

generally ineffective when it comes to public

When REALTORS
come to me and say
they have freedom of
speech to say whatever
they want online, I say,
Yes you do, but you
dont have freedom
from the consequences
of what you say.
Nobu Hata, director of digital engagement
National Association of REALTORS

This doesnt mean that leaders should

perception, says Nobu Hata, the National

limit their posts to association news and

All social media is public

Association of REALTORS director of dig-

the weather, Hopper adds. In my opinion,

Employees, members, and even leaders

ital engagement. When REALTORS come

everyone is entitled to their own perspective,

who believe that their Instagram page or

to me and say they have freedom of speech

and with personal or political viewpoints,

Facebook profile has nothing to do with their

to say whatever they want online, I say, Yes

it comes down to how you express it, she

work may, in fact, be wrong. Firing employ-

you do, but you dont have freedom from the

says. If youre not offensive, not belittling

ees for comments they post online is not

consequences of what you say.

anyone, and not trying to force your views

on anyone else, then people can usually see

uncommon anymore because employees

represent their employers, even from their

When opinions harm reputations

own social media accounts. In fact, 18 per-

Can a leaders personal viewsa strong and

22

REALTOR AE

SPRING 2016

your opinion for what it is: your opinion.

Trouble can surface, however, when

REALTOR.ORG/RAE

Can you dictate what volunteers and employees

post from their personal social media profiles?

well-intentioned members

federal election regulations

and leaders dont realize

to solicit RPAC donations via

how their comments can

a public social media page

be misinterpreted online.

(but its allowed in closed

Every time Ive ever ap-

REALTOR groups). Posting

proached a member about a

confidential information

post, the reaction was, Oh,

about the association (finan-

my gosh, I didnt realize how

cial, operational, and legal

that came across or I now

in nature) might violate a

see how that could be offen-

leaders fiduciary duty to the

sive; what should I do now?

association and can result

says Hopper. The answer

in legal trouble. Then there

is often to just reword the

are issues when a copy-

post, remove it, or post a

righted work is posted and

clarification.

libel concerns when leaders

Problem posts also can

post something false about

stem from a misunderstand-

another person, damaging

their reputation. Hopper

ing of where the member

disparage or harm the image or reputation

was posting and how websites today are

of the association or any of its employees.

covers all of these issues in her leadership

tightly interconnected.

The policy cautions leaders not to share

training.

Some folks are compelled to respond to

confidential information and to represent

When leadership or staff violate the

online articles, not realizing that those com-

themselves politically primarily as a mem-

social media guidelines and post something

ments are then showing up everywhere,

ber of the Missouri REALTOR Party, which

confidential, outrageous, or severely

says Hata. For instance, in order to curb

supports real property rights regardless of

objectionable, Hopper has a plan in place.

anonymous comments, more online publica-

political affiliation.

She meets with her CEO, looks at specifically

tions are allowing readers to comment only

There was no pushback from leadership

which part of the social media or other

if they sign in using their Facebook or Twitter

about the policy, says Hopper. We tried

policies was violated, then seeks input

account. Members often dont realize that

to keep it more like guidelines. And I think

from in-house legal counsel before she

any comments they make on an online news

most people look at it and think its common

approaches the member directly. We would

site also are distributed on Facebook, Twit-

sense.

tell the member that we want him or her to

ter, and anywhere else the article appears.

Likewise, when Hata speaks to REALTOR

have an opinion and we respect that opinion,

leaders across the country, he says he

but the post really does not represent our

Training leaders to be
responsible posters

encounters little resistance to social media

association well, and, as a leader, what they

guidelines. Fortunately, over the last four or

say represents us, so can we talk about how

Hopper recently instituted a social media

five years, association leadership has gener-

to make this better. If it continues to be an

policy for leadership that aims to educate

ally accepted the idea that everything they

issue, the policy we have enables us to ask

members about how social media posting

say online can reflect on the association.

the leader to step down.

donts. We felt that we havent had to deal

Social media gotchas

filled with emotion and misunderstanding.

with social media posting issues yet, but we

Although most social media training for

Theres definitely no black and white when

should get ahead of it and establish guide-

leaders and staff entails guidelines and best

it comes to social media guidelines. Theres

lines.

practices, there are some hard and fast rules

a lot of gray, says Hopper. But the right

that, if violated, can land your association

approach goes a long way.

Social media engagement is often

works, as well as establish some dos and

Hoppers policy asks leaders to refrain

from engaging in social media that may

in legal trouble. For example, it is against

REALTOR.ORG/RAE SPRING 2016

By Carolyn Schwaar

REALTOR AE

23

need to know: small board

Better Training for Volunteer Leaders

Resources abound for developing more supportive and informed directors.

raining your volunteer leaders so

parliamentary procedure, managing conict,

Ive found that many volunteer leaders have

that they understand the duties and

evaluating CEO performance, and working

never run a business or managed a staff. An

responsibilities of their position is

with the media.

orientation program that showcases your

established routine at many REALTOR

role and responsibilities may protect you

associations, but its not the practice

Trained leaders are better leaders

everywhere.

No AE could question the benefit of having

from bumps in the road throughout the year.

Leonardis program begins with a

Some associations lack the time and

leaders who understand their duties, how to

description of what volunteers will learn

money for leadership education, and others

fulfill them, and the role and duties of the AE

and why and follows with the associations

arent aware of the resources available from

and staff.

challenges and goals, discussing how the

the National Association of REALTORS.

For John B. Leonardi, RCE, CEO of the

Some associations have leaders who do not

3,000-member Buffalo Niagara Association

travel to national meetings where training

of REALTORS in New York, new leadership

and networking is offered.

orientation is one of the highlights of his

volunteers play a critical role.

year. He has compiled a four-hour, 55-slide

program (available for you to adopt at
realtor.org/presentations/better-trainingfor-volunteer-leaders) that takes his new
volunteers through all the information they
need to feel fully integrated and comfortable
with their positions.
The focus of Leonardis program is makLeadership and advocacy training for new leaders
at the Missouri REALTORS Association.

Leadership training for new leaders at the Memphis

Area Association of REALTORS.

After explaining the basics of the leadership team structure and the essentials of

ing sure leaders understand the AEs role as

teamwork, he continues with an explanation

well as their own.

of how associations function differently from

AEs have a plethora of responsibilities

brokerages. The important part here is that

from leaders in spending a whole day in

that many volunteers dont even know about

more often than not, directors compare their

orientation, or sometimes they believe they

or possibly understand, says Leonardi.

business to that of associations, but they are

Sometimes theres a lack of interest

know the job already, says Michele Holen,

two different environments. The distinction

Professional development
requirement for elected leaders

must be made very clearly.

Metropolitan Association of REALTORS in

Oregon.

If the recommended enhancements to

dedicated to staff duties. Dont take for

the Core Standards are approved by

granted that new or existing directors know

ership Training Work Group made up of AEs

the NAR Board of Directors in May, all

what staff does. Show them, advises Leo-

from across the country. Its goal this year

associations will be required to provide

nardi. The associations staff responsibility

is to help association executives overcome

resources or access to leadership

chart is an eye-opener, he says, and gener-

the challenges blocking effective volunteer

development educationor training

ates a good amount of positive discussion.

leadership education. In addition to estab-

for elected REALTOR leaders. This

lishing new ways to promote the leadership

education may take the form of local

review fiduciary duty, state laws governing

training already available from NAR, the

classes, online resources from the

not-for-profit boards, confidentiality, solidar-

work group hopes to enhance training in

national association, or training offered

ity and conduct, and Roberts Rules. An out-

many areas, including running meetings with

from state associations.

side auditor presents the details of budgets

RCE, chief operating officer of the Portland

Holen is chair of the 2016 Volunteer Lead-

24

REALTOR AE

SPRING 2016

Several slides in the presentation are

Leonardi then enlists his legal counsel to

REALTOR.ORG/RAE

Dont take for granted that new or

existing directors know what staff
does. Show them.
John B. Leonardi, rce, CEO,
Buffalo Niagara Association of REALTORS, N.Y.

NARs Official

REALTOR
Credit Card

Training for new volunteer leaders at the Orlando Regional

REALTOR Association.

and how theyre created, profit and loss statements, and how to read
a balance sheet. The reason you want to place a strong emphasis
on financials is because for many volunteers this can be scary. They
dont know how to read a financial document so their constant questions can frustrate other directors, says Leonardi.
At the end, Leonardis new leaders walk away with copies of the
entire presentation, a laminated copy of the associations strategic
plan, a six-month calendar, and his contact information.
After the orientation, Leonardi says, the mood among his new
directors is electric and exciting. Theyre very talkative and very
thankful for a thorough presentation, he says.Some are overwhelmed, but I would like to think that by the time they decide to run
for a position they have a good idea of what theyre getting into.
An informed director creates a smart and proactive director,

State and local Association Business

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your Association today!**
www.REALTORSFCU.org
866.295.6038

says Leonardi, who will be a great team player.

NAR leadership training resources

The National Association of REALTORS provides several online
and in-person leadership training opportunities throughout the
year, including:

Stop by Booth
at the

1706

REALTORS Legislative
Meetings & Trade Expo
May 1112, 2016

BOOTH #1706

The REALTOR Leadership Program, a daylong seminar the day

before the Leadership Summit in Chicago in August
The Leadership Express, a series of 40-minute leadershipfocused sessions for AEs and their leadership teams held during
the REALTORS Legislative Meetings & Trade Expo
The President/President-Elect Roundtables at all NAR
meetings
The Leadership Academy, an 11-month, six-session training and
development program designed to foster and develop future
NAR Leaders
The Volunteer Leadership Resource toolkit at realtor.org
The REALTORS Excelling in Association Leadership (REAL)
course offered free online through REALTOR University

REALTOR.ORG/RAE

**Your initial Annual Percentage Rate (APR) will range from 8.25%
to 18.00% based on your creditworthiness. After this, your APR is
subject to change monthly based on the Prime Rate published in
the Wall Street Journal on the last business day of the prior month.
Credit card rates apply to cash advances, balance transfers, and
outstanding balances on purchases. There is no annual fee, no
balance transfer fee and no cash advance fee. Foreign
transactions are subject to a fee of up to 1% of the
transaction amount.
**Membership eligibility and Primary Savings account
required to join and obtain credit.

Federally insured by NCUA

need to know: legal

Youre the Ideal Target for Cybercrime

Small companies rather than large enterprises are the most common victims
of hacking, malware attacks, and data theft. Heres how to protect yourself.

ational headlines have borne bad tid

filed by angry clients or members, victim

Security number, or state-issued identifica

ings of one massive data breach after

ized businesses may also face government

tion number. For guidance on creating and

another in recent years. Judging

action, resulting in fines and other sanc

implementing a WISP, refer to the NAR Data

Privacy and Security Toolkit on realtor.org.

from the news, it might seem that cyber

tions. Today, most states have enacted

criminals have their sights set exclusively on

laws requiring businesses to take certain

massive retail chains, international hotels,

measures to safeguard sensitive data in their

and health care giants. This is far from

possession. Although it would be impossible

Maintain a document retention and

destruction policy (and follow it)

reality. In 2015, small to midsize businesses

to address every state law here, most states

A document retention and destruction

made up more than 60 percent of cyber

require businesses, including REALTOR

policy sets appropriate time frames for

attack victims nationwide. Why would cyber

associations, to implement one or more of

retaining certain categories of documents

criminals bother with the little guys such as

the following practices.

and dictates the proper safeguarding and

real estate brokerages or even REALTOR

disposal of those documents. The NAR Data

Maintain a data security

policy (and follow it)

Privacy and Security Toolkit offers guidance

lines, but smaller businesses make easy

A data security policy (also known as a Writ

retention and destruction policy.

associations?
Big-name breaches make good head

on creating and implementing a document

targets for online criminals. This is partly be

ten Information Security Program, or WISP)

cause many small-business owners believe

provides a road map for creating effective

they are below the radar for cybercrime

technical, administrative, and physical

Notify affected parties

of a security breach

and thus fail to implement safety measures

safeguards for the protection of sensitive

Several states require businesses to notify

to protect themselves from attack. Unfor

or confidential information in a businesss

any potentially affected party when it expe

tunately, cybercriminals understand this

possession, including personally identifiable

riences a data breach that exposes, or could

misperception all too well and are taking

information, or PII. The definition of PII var

reasonably be assumed to have exposed,

active and lucrative advantage of it.

ies from state to state, but usually consists

personally identifiable information. Most

The repercussions of a cyberattack can

of a persons first name (or first initial) and

laws requiring such notification also require

be devastating. Beyond ruined transactions,

last name with one or more other elements,

the breached business to take steps to reme

long-term reputation damage, and lawsuits

such as a full date of birth, signature, Social

diate any injuries resulting from the breach.

26

REALTOR AE SPRING 2016

REALTOR.ORG/RAE

Companies (and associations) that fail to provide

reasonable protections for their clients or
members online data are exposing themselves
to federal, as well as state, legal action.

Have You Overlooked

Security on Your
Smartphone?
Most AEs tablets and smartphones are
for both work and personal use. Apps for
accessing files on your office PC sit along
side games and fitness trackers. In fact,
more sensitive data about you and your
work (passwords, credit card numbers,

Use tech to safeguard personally

identifiable information

measures to protect hotel guests person

contacts, messages, e-mail) is accessible

ally identifiable information. Although the

from your mobile device than any other

Some states, including California and

case ultimately settled, the takeaway is this:

piece of technology you have.

Massachusetts, mandate that businesses

Companies that fail to provide reasonable

take reasonable measures to safeguard

protections for their clients online data are

such information in their possession. These

exposing themselves to federal and state

measures may include implementing

legal action.

1. Enable your devices screen lock and

change the PIN regularly. Add a more

certain technology-based protections, such

as maintaining appropriate firewalls and
password controls.
It is ultimately up to each business,

Protect it by following these tips.

Data security laws apply

to your association

complex lock to your device with apps

The National Association of REALTORS

LastPass Authenticator.

such as Google Authenticator, Authy, or

working with its counsel, to ensure that it is

continues to publish materials to help

in compliance with all applicable laws con

educate our industry about cybercrime and

2. Experts advise against saving pass

cerning data protection. However, regard

data protection (search cybercrime on re

words at individual sites, such as Amazon

less of whether a business is required to

altor.org). It is critical to remember that data

or Chase, because they can become

implement the practices highlighted above,

security laws apply not only to our broker

saved deep in your phones memory. In

REALTOR associations and brokerages

members, but to state and local REALTOR

stead, use an app designed specifically for

should seriously consider adopting all these

associations as well. As such, beyond edu

saving passwords, such as Dashlane.

measures as an integral part of their core

cating their members on cybersecurity best

best practices.

practices, associations themselves should

3. Update all your apps regularly. Updates

implement appropriate security measures

provide needed security patches.

Federal oversight on the horizon

in house.
4. Know and regularly review your phones

Most cybersecurity laws applicable to the

real estate industry, such as those above,

NAR Resources

security and permission settings. Have

are currently only state-mandated because

Note: Always work in collaboration with

you given Facebook permission to access

Congress has yet to pass comprehensive

your local counsel in preparing and

your e-mail contacts?

cybersecurity legislation nationwide. None

updating cybersecurity-related policies

theless, the Federal Trade Commission is

and programs. For guidance, visit the NAR

5. Use public Wi-Fi with caution. When

homing in on lax cybersecurity business

Data Security Toolkit and the Window to

youre on a cafs public Wi-Fi, for exam

practices across the board and is taking

the Law - Cyber Scams and the Real Estate

ple, the caf has access to everything you

action against companies under its author

Professional, both at realtor.org.

transmit, from text messages to data.

ity to protect consumers from unfair and

deceptive business practices. For example,
in 2014 the FTC filed suit against Wyndham
Worldwide Corp., alleging that the hospi
tality company did not take reasonable

REALTOR.ORG/RAE

Jessica Edgerton is an
associate counsel at the National
Association of REALTORS.
Contact her at 312-329-8373 or
jedgerton@realtors.org.

6. Only download apps from a known app

store to avoid apps filled with dangerous
pieces of malware that could steal your
sensitive data.

SPRING 2016

REALTOR AE

27

AE voices: profile

Going Mobile to Keep in Touch

Laura Crowther stops to talk outreach, technology, and AEI.

rom real estate practitioner to state

and answer any questions members may

Q. The real estate market in your area is

association vice president to CEO

have. No appointment. Our members are

recovering well. What effect has this had on

of Coastal Carolinas Association of

always very welcoming and very proud to

your association offerings?

REALTORS, Laura Crowther, RCE, has seen

show off their office spaces. They appreciate

Yes, weve seen a remarkable turnaround

how the REALTOR organization works from

that were available to them and interested

in our market and we have a very healthy

many vantage points.

in listening. I think you can lose touch when

balance of new construction along with a

youre in your own office

good inventory of resales. Theres more

all the time or traveling.

confidence in the market and were seeing

Its very important for

a lot more people come into the business.

members to understand

Were averaging 70 new members a month

that you want to know

and were trying to do more for them by

their challenges.

creating a stronger initial value proposition.

We offer several free basic classes and send

Coastal Carolinas Association of REALTORS CEO Laura Crowther with

her organizations outreach van that she drives to events around town
and to visit members offices.

Recently inducted into the Dr. Almon R.

Q. What technology

a monthly e-mail to remind them of classes

have you implemented

or benefits they can take advantage of. We

lately thats changed the

want to keep it in the forefront of their minds

way your association

that were invested in their success. I see

runs?

the association sort of like AAA; were there

Were using an app

when you need us. Id like people to value

called BoardPAQ to

their membership in the association like that.

help us organize our

Id like to see them more often than I need

meetings for directors

AAA, but its still that same comfort and

and other key committees. Its been a tre-

value that people feel with the association.

(Bud) Smith, RCE, AE Leadership Society,

mendous time and money saver and weve

Crowther is known for her strategic planning

achieved pretty robust adoption right away.

Q. Youre the chair of the 2017 AE Institute

expertise and savvy business management

We start building our meetings weeks in

planning committee. Whats on your wish

skills. Here she speaks to RAE about keeping

advance by loading the documents into the

list for next years event in Boulder, Colo.?

in touch with members, using technology

program. The members have access at all

Over the past year, Ive done a lot of

to transform association productivity, and

times and we can see who has checked in

listening to AEs about what they want and

leading the 2017 AE Institute planning com-

and reviewed the documents, so it boosts

what they like best about AEI. One thing I

mittee.

accountability. For those who dont have

hear often is that they like having the ability

tablets or laptops to bring to meetings,

to network with peer groups of like-minded

Q. How do you keep in touch with what

were providing tablets for members to log

AEsin other words, AEs from similar-sized

members need?

into their own BoardPAQ account. Buying

associations or AEs who do or do not have

I drop in to members offices when Im in

tablets was an expense, but it was worth

an MLS. They get a lot of benefits from

the neighborhood, just to make sure Im

it to have everyone in lockstep during the

talking to others in the same situation and

staying in touch with what agents deal

board meetings and following along. Weve

learning best practices.

with on a day-to-day basis. Our association

also been able to cut down on the number

bought a van recently and wrapped it with

of in-person meetings we have because the

this year was particularly successful. It was

our logo, so when Im out and about, I will

board of directors can stay in touch via the

well received and sold out very quickly. Well

always drop into a few offices to say hello

app and vote quickly through the app.

take a look at doing that again for 2017.

28

REALTOR AE

SPRING 2016

I thought the advanced CEO track at AEI

REALTOR.ORG/RAE

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