Connect with us

Business Marketing

REALTORS and their associations share a common problem.



What we have here is failure to communicate.

For the most part, I have come to enjoy reading real estate blogs since coming to work for the Virginia Association of REALTORS. However, it’s a de-motivating pain in the arse reading the sometimes. Every few days or weeks it seems someone’s hating on the REALTOR associations again. One complains that the dues are too high. Another complains that the dues are too low. One complains that the code of ethics is worthless. Another complains that too many REALTORS are ethically challenged. Et cetera.

Over the years, I’ve worked for four different trade associations and individual membership organizations serving four very different segments of the economy. In every case, the staff and leadership have always had the best interests of their membership in mind. The same is true in REALTOR associations. For the most part, REALTOR association staff are hardworking, committed employees, doing hidden (yet necessary) jobs in hidden offices on behalf of REALTORS at lower salaries than are offered the corporate sector, on average.

As I read them, some in the seem to believe that REALTOR associations are just here to siphon away agents’ hard-earned money and flush it down the drain on glitzy PR campaigns. And if that’s what they believe, we’ve obviously not done a very good job communicating the value we provide.

That is a communications problem. But ironically, it’s same one you REALTORS have. Consumers have little appreciation for the value of the behind-the-scenes work you do for them. They never see the dozens of phone calls you make to inspectors, appraisers, attorneys, lenders, and so on. They are oblivious to the complications you face navigating MLS rules, the hours you invested in learning about neighborhoods and the way you’ve trained your mind to help sellers arrive at the ideal listing price. They don’t appreciate the time you’ve spent nurturing a strong rapport with agents in your area to ensure that minor issues between buyers and sellers don’t turn into deal-breaking disasters. If you don’t explain that you’ve done all of this, can you blame them for wondering what that six percent is for? (Someone in the recently posted about this — keeping a tally of hours you spend on a deal and giving that report to the client at closing. Would love to link to you. Please comment.)

But there’s no time to explain all this. I agree. And even if there was, it’s not in your client’s best interest to tell them all of it, and they certainly don’t want to waste their time listening to you talk about it. They just want the deal to be done with a minimum of time and effort.

Next time you’re tempted to flame your REALTOR association, whether at the national, local or state level, think about the client who questioned your commission on the basis that he didn’t believe the amount or quality of work you did justified it. Just as in your line of business, there is a ton of valuable work going on behind the scenes.

Writer for national real estate opinion column, focusing on the improvement of the real estate industry by educating peers about technology, real estate legislation, ethics, practices and brokerage with the end result being that consumers have a better experience.

Continue Reading


  1. Ines

    January 22, 2008 at 10:17 pm

    Ben – I’m not the type to complain about high fees and our local board does a hell of a job to provide great additional services for their Realtors.

    My question for you is, since there is a communication problem, how come these boards don’t show us what value they bring to the table?

    As in different real estate models, where the customer has the right to choose what services they want and need and pay accordingly, I think Realtors should be able to pick at the services they will use from their local boards and also pay accordingly.

  2. Jonathan Dalton

    January 22, 2008 at 10:38 pm

    It’s not behind the scenes that concern me. It’s the public face, not so much of the local associations but of the national.

    There is no way on earth you can tell me Lereah and now Yun are good for the image of the industry. They have done more to discredit all of us with their imaginary statements than a hundred bubble bloggers combined.

    I’ve got no doubt there are hard-working people behind the scenes. But the public PR face, up to and including the new “all is wonderful … buy right now” blog is brutal to behold. And I’m having to pay to support it.

  3. Lani Anglin

    January 22, 2008 at 11:50 pm

    Ben, I look forward to learning more about your specific role in the Association and consequently about local boards in general.

    I can honestly point to a time that Benn and I said “I wish our board was more progressive like VAR.” Is there a better example than The Ted that Associations can turn around their image?

    Ben, this leads to a greater point- if your audience is online and you are not, can they hear you? You are leading the way to making associations more audible, but if they’re not here in our group, then they’re as good as silent.

    So excited that you’re here!!!

  4. Benn Rosales

    January 23, 2008 at 1:42 am

    Ben, wow, you just dove in head first – remember, I like you…

    I can spin associations either way, there is good and there is bad on all levels. The bigger problem I see is that NAR ignores its constituency, it outright ignores it- there is no excuse for that.

    This past summer had I been the president of NAR, I’d have hired me a David G (sorry David). I’d have put together a massive online strategy to combat the negative spin taking place that has now become truth against NAR’s constituency. I’d not mock the, I’d have engaged them with a team of folks from NAR that are in the know on the statements YUN was making on the economy, and even the redfin twist on their side of the story, not talking points to people who are not loyal to the NAR (Redfin are Realtors) and those who don’t know the first thing about politics! Geeze!

    Instead – we’re a bunch of kids with keyboards? I bite my tounge every day at the fact that the image campaign is on television rather than where the fire is… “ONLINE” with us kids, oh yeah, they did make a webpage.

    The RE.NET are out here on the front lines alone, with no support or friendship from the NAR or associations. I’ve never spoken out against my local board, my beef is more with the national association. I see what they do well, but I also see them ignoring the grass roots efforts to destroy the association. Sure, we fall into the trap of agreeing with some of it, but the truth is, the NAR sits silent on the sidelines while the perspective is being set by technology groups looking for their next VC cap injection.

    If I believed associations were bad, you’d not be on – you are the light in the darkness of silence that has become NAR. The problem is, you don’t speak for the NAR- too bad for all of us.

    Now, having said all of that- any ideas on where we get us one of those David Gs? OR any better ideas?

    I welcomed the NAR President to the discussion, he’s yet to acknowlege the polite hello with so much as a trackback. NAR is misguided if they believe the is going away or this subject is going to die down- it isn’t.

    I’m happy to speak with NAR off the record, all they have to do is ask, otherwise, we’re left to raise ourselves above the level of the defined Realtor by redefining our business around something other than an R.

    Ben, lets get productive, you’re not under fire here, so let’s talk solutions…

  5. Benn Rosales

    January 23, 2008 at 1:54 am

    Btw, why do they need a David G? Because, it’s harder to beat up on a company if that company has a face and a personality people like.

  6. Matthew Rathbun

    January 23, 2008 at 7:32 am

    I speak as one who has gone from being a REALTOR-Broker to an Association staff member. As a REALTOR, I was very involved in the Association because I saw a sort of country-club atmosphere. I wanted more. Now five years later and many other like me, we’ve began to see the shift in what’s going on. But – we got involved to invoke some changes, and there is a long way to go.
    I think the State and Local Associations are ran by the members in most cases (as they should be), but the members have given up, in a lot of ways, their control by asking staff to do those things they don’t desire to do themselves. I have to agree that NAR is difficult to change – it’s just too big, but alas all change is inevitable. It will come around. It just seems is too progressive and maybe a little too impatient.
    As an instructor, I’ve been pouring more and more effort into teaching technology classes with an emphasis on social media and blogging. Honestly, I have to remind myself that just because I surround myself with like minded folks, that we’re still the minority. MANY of the REALTORS don’t get it – and I don’t think it’s an age thing. I think that many agents don’t wish to do more than chase a few contracts and thus they aren’t spending the time to really concentrate on those things that matter such as ostensible influences in our market (speaking of emerging trends and how the consumer wishes to communicate). Whereas we think the blogsphere is ubiquitous, not all of the members have gotten there yet. We’re still really a minority that’s growing. I agree that we shouldn’t be ignored.
    I can honestly say that NAR has made some public image debacles, but looking at the long history they have helped us more than hurt us. They’ve just made some recent errors in judgment – but I haven’t given up on them yet. I am confident that they will listen to the members and start moving back to a REALTOR-centric venue.
    Lastly, let me say this… Having travelled from blog to blog that talks about NAR, there are many incorrect and accusatory posts out there. I can’t help but to understand why NAR is feeling attacked. Did they respond to it well? Probably not, but who among us hasn’t made a mistake? Who hasn’t maybe snapped at a family member or friend when it wasn’t appropriate.
    Keep working at it from a professional strategy point and try to be the source of the solution, as opposed to the antagonist rebel-rouser ?
    Being a REALTOR is a tool (no, I am not calling you a tool) that you can pickup and use, although it needs some adjustments and fine tuning – or – you can simply leave it in the craftsman box where you’ll never use it.
    (I think my comment turned into more of it’s own post… sorry)

  7. Matthew Rathbun

    January 23, 2008 at 7:37 am

    Honestly…. there were spaces between the paragraphs when I hit submit… sorry

  8. Ben

    January 23, 2008 at 8:41 am

    @Lani – Whenever I write or speak about association involvement in the social web, I say that ignoring the online conversation is NOT a viable strategy. It simply proves that association staff are incapable of Googling the association’s name, or that they lack the guts to engage in the conversation. With the exception of CRT’s blog, NAR’s attempts at blogging so far have been of the “rooftop shouter” variety: no out-linking, no engaging in the conversation, posting only “select” comments, etc. So yes, if an association doesn’t participate in this space, they are out of touch with the people who do.

    @Benn & Jonathan – Jonathan says that the new PR campaign is bunk. Benn says that the NAR doesn’t listen to its members. NAR says that its members approve of PR campaigns like (and including) the current one. I’m having trouble processing all of these concepts to make sense of them.

    @Ines – You hit on an important idea, and I’ll blog about that in the near future.

    @Matthew – Nice point about the successes REALTOR associations have brought to bear. REALTORS stand on the shoulders of giants and owe a great deal to those who have gone before them. They shouldn’t get a pass because of those victories, but the history is helpful to create some context for our “what have you done for me lately?” questions.

  9. Bob in San Diego

    January 23, 2008 at 10:01 am

    I believe that NAR has tried to be the jack of all trades and become master of none except as a lobby for the homeowner, which I applaud.

    It’s not just Realtors though who have lost faith in NAR – its the public. Lereah and Yun have destroyed the public trust in NAR and furthered the notion that Realtors are self-serving.

    The Code of Ethics IS a joke, because there is no enforcement at any level. A few years back the president of a local association was the one who blatantly used the url “”, and it was a director who had the plural version. Six months of calls and compliants were ignored until Mary at NAR stepped in with a C&D. This against to people who routinely hit offices to explain why the membership needed to step up and pay the PAC money.

    The associations are still far more influenced by the brokers than the agents, so going back to being agent-centric is probably more just a game of semantics.

    The consumer protectionists and much of the public see NAR as the MLS Cartel and paid shill, not their friend. I don’t blame them, as I feel the same, and I have been in this business for 18 years.

    I would opt out of NAR in a second if not for the mls. IF I thought I could win a class action against NAR over their MLS monopoly, I would do that as well. The clock is ticking for NAR. If they don’t get it soon, it will be too late.

  10. Benn Rosales

    January 23, 2008 at 10:50 am

    I approve of pr.

    Jonathan said there was a lack of face – meaning you have a pr problem.

    I’m saying they hauled off and did one all while ignoring where the fire is burning.

    I laid out for you what is missing, it isn’t hard to grasp. They’re shouting into the wind at folks (X) that are indifferent to the nar – gen y is here online, and so is z- THAT is where NAR needs to focus.

    X is on TV. (confused)
    Y is on TV and ONLINE. (buyers that we’re facing daily in droves)
    Z watches TV ONLINE. (tomorrows buyers)

  11. Daniel Rothamel

    January 23, 2008 at 10:56 am

    For me, ANY association is only going to be as good as those who make it up. In our case, Virginia is very lucky to have people like Ben and our CEO, R. Scott Brunner, who are very dedicated and very progressive when it comes to engagement and communication. The reality is that this is not the case everywhere.

    On the national level, I don’t know that there is ever going to be much hope of change, not any time soon, anyway. NAR is far too big, and there are far too many people with input to get much accomplished in a short period of time. The only way that is going to happen is to have a President who is willing to lead the association in that direction. It will take a VERY strong leader.

    On our individual local levels, change is a bit easier because of the increased ease and opportunity for engagement. It is a heck of lot easier to get the ear of someone from your local or state association than someone at NAR.

    Association/member relations can be a complex issue for any association, even more so for an association with 1 million members. Effective communication provides the foundation for un-complicating issues.

  12. Benn Rosales

    January 23, 2008 at 1:50 pm

    Mathew, on many levels you make great points, very well thought out.

    Daniel, I think you’re correct about leadership, we have a new president, he may just turn out to be that leader.

    Ben, communication is key, and we certainly appreciate you doing that with us.

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

Technology is helping small businesses adapt and stay afloat

(BUSINESS MARKETING) Small businesses need to utilize digital platforms to adapt their businesses during COVID-19, or else they may be left behind.



small businesses new tech

While many may not have imagined our present day back in March, and to what extreme we would be doing things “remotely” and via “hands-free contact”, we have to give some credit to small business owners who remain flexible and have pivoted to stay afloat. They deserve major credit on adaptations they have made (and possibly investments) in new technology (ordering online, online payments) especially at a time when their in-person revenues have taken a hit.

There are various marketing buzz words being used lately to say “let’s keep our distance”, including: curbside, to-go, hands-free, no contact, delivery only, order via app, social distancing and #wearamask.

The thing is, if you really think about it, small businesses are always in evolution mode – they have to pay attention to consumer consumption and behaviors that can shift quickly in order to stay relevant and utilize their marketing and advertising budgets wisely. They heavily rely on positive customer reviews and word of mouth recommendations because they may not have the budget for large scale efforts.

For example, we use Lyft or Uber vs calling an individual cab owner; we order on Amazon vs shopping at a local mom-and-pop shop; we download and make playlists of music vs going to a record or music store. Small business owners are constantly fighting to keep up with the big guys and have to take into account how their product/service has relevance, and if it’s easy for people to attain. In current times, they’ve had to place major efforts into contactless experiences that often require utilizing a digital platform.

If stores or restaurants didn’t already have an online ordering platform, they had to implement one. Many may have already had a way to order online but once they were forced to close their dining areas, they had to figure out how to collect payments safely upon pickup; this may have required them to implement a new system. Many restaurants also had to restructure pick up and to-go orders, whether it was adding additional signage or reconfiguring their pick up space to make sure people were able to easily practice social distancing.

According to this article from the U.S. Chamber of Commerce, “Studies have shown that 73% of small businesses are not aware of digital resources, such as online payment processing tools, online productivity tools, e-commerce websites, online marketing and other tools, that can help them reach customers around the world. If small businesses had better access to global markets, it could increase the GDP of the United States by $81 billion and add 900,000 new jobs. During the pandemic, this could also mean the difference between thriving and closing for good.”

There are some larger corporate technology companies offering ways to support small businesses whether it’s through small business grants from Google, resources and grants from Facebook or Verizon giving them a break on their telecom bill. The challenge with this may be whether or not small business owners are able to find time from their intense focus on surviving to applying for these grants and managing all that admin time. Many business owners may be focusing on what technology they have and can upgrade, or what they need to implement – most likely while seeing a loss in revenue. So, it can be a tough decision to make new technology investments.

It does seem like many have made incredible strides, and quickly (which is impressive), to still offer their products and services to customers – whether it’s a contactless pay method, free delivery, or even reservations to ensure limited capacity and socially distanced visits. There are still some that just haven’t able to do that yet, and may be looking at other ways to take their business to a wider audience online.

We would encourage, if you can, to support small businesses in your community as often as you can. Understandably there are times that it’s easier to order on Amazon, but if there is a way you can pick up something from a local brewery or family-owned business, this may be the lifeline they need to survive and/or to invest in new technology to help them adapt.

Continue Reading

Business Marketing

There’s a shortage of skilled workers, so get learning

(BUSINESS MARKETING) COVID-19 may end up justifying training funds for lower-class workers to learn new skills. Skilled workers are desperately needed right now.



skilled worker

The COVID-19 pandemic (yes, that one) has ushered in a lot of unexpected changes, one of the which is most surprising: An increased call for skilled workers — a call that, unfortunately, requires a massive retraining of the existing workforce.

According to the New York Times, nearly 50 percent of Americans were working from home by May; this was, reportedly, a 15 percent increase in remote work. The problems with this model are expansive, but one of the greatest issues stems from the lack of training: As employees of lower-class employment transitioned to working online, it became increasingly evident that there was a shortage of skilled workers in this country.

The Times traces this phenomenon back to the Great Recession; Harvard University’s Lawrence Katz points to some parallels and insinuates that this is an opportunity to elevate the lower class rather than regressing, and it seems fair to put the onus of such elevation on lawmakers and senators.

Indeed, Congress has even addressed the issue of skill equality via “bipartisan support” of a $4000 credit for non-skilled workers to use toward skill training. For Congress to come together on something like this is relatively noteworthy, and it’s hard to disagree with the premise that, given the invariable automation wave, many of our “non-skilled” workers will face unemployment without substantial aid.

COVID-19 has accelerated many trends and processes that should have taken years to propagate, and this is clearly one of them.

Supporting laborers in developing skills that help them work within the technology bubble isn’t just a good idea–it’s imperative, both morally and economically speaking. Even middle-class “skilled” workers have had trouble keeping up with the sheer amount of automation and technology-based skillsets required to stay competent; when one considers how lower-class employees will be impacted by this wave, the outcome is too dark to entertain.

It should be noted that non-skilled workers don’t necessarily have to scale up their training in their current fields; the Times references a truck driver who pivoted hard into software development, and while it may be easier for some to focus on their existing areas of expertise, the option to make a career change does exist.

If we take nothing else away from the time we’ve spent in quarantine, we should remember that skilled labor is integral to our success as a society, and we have a moral obligation to help those who missed the opportunity to develop such skills fulfill that need.

Continue Reading

Business Marketing

6 tips to easily market your side hustle

(BUSINESS MARKETING) It can be hard to stand out from the crowd when you’re starting a new side hustle. Here are some easy ways to make your marketing efforts more effective.



side hustle marketing

Side hustles have become the name of the game, and especially during these turbulent times, we have to get extra creative when it comes to making money. With so many of us making moves and so much noise, it can be hard to get the word out and stand out when sharing your side hustle.

Reuben Jackson of Big Think shared five ways that you can market your side hustle (we added a sixth tip for good measure), and comment with your thoughts and ideas on the subject:

  1. Referrals: Don’t Be Afraid to Ask!
    If you’re going to make a splash, you have to be willing to ask for favors. Reach out to your network and ask them to help spread the word on your new venture. This can be as simple as asking your friends to share a Facebook post with information that refers them to your page or website. Word of mouth is still important and incredibly effective.
  2. Start Where You Are
    Immediately running an expensive ad right out of the gate may not be the most effective use of your (likely) limited funds. Use the resources you do have to your advantage – especially if you’re just testing things out to see how the side hustle goes in the real world. You can do this by creating a simple, informational landing page for a small fee. Or, if you’re not looking to put any money into it right away, create an enticing email signature that explains what you do in a concise and eye-catching way. Check out these tools to create a kickin’ email signature.
  3. Gather Positive Reviews
    If you’ve performed a service or sold a product, ask your customers to write a review on the experience. Never underestimate how many potential customers read reviews before choosing where to spend their money, so this is an incredibly important asset. Once a service is completed or a product is sold, send a thank you note to your customer and kindly ask them to write a review. Be sure to provide them with links to easily drop a line on Yelp or your company’s Facebook page.
  4. Be Strategic With Social
    It’s common to think that you have to have a presence on all channels right away. Start smaller. Think about your demographic and do some research on which platforms reach that demographic most effectively. From there, put your time and energy into building a presence on one or two channels. Post consistently and engage with followers. After you’ve developed a solid following, you can then expand to other platforms.
  5. Give Paid Marketing A Shot
    Once you’ve made a dollar or two, try experimenting with some Facebook or Twitter ads. They’re relatively cheap to run and can attract people you may not have otherwise had a chance to reach out to. Again, the key is to start small and don’t get discouraged if these don’t have people knocking your door down; it may take trial and error to create the perfect ad for your hustle.
  6. Go Local
    Local newspapers and magazines are always looking for news on what local residents are doing. Send an email to your town/city’s journal or local Patch affiliate. Let them know what you’re up to, offer yourself for an interview, and give enticing information. The key is doing this in a way that your hustle is seen as beneficial to the public, and is not just an ad.

Continue Reading

Our Great Partners

American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!