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 2015

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

Rethinking REALTOR Association

Website Design
Attract members with consumer content,
listings, and responsive design. Page 12

ers or
Ma in foc us: Me mb
ing s?
Con sum ers or List

ost
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b lo or
e
h e r ured om
t
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fea ent f
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con
?
web

consu
mer
po rta l
to
l is t in g
s?

Page 12

Three-step
Online
Remodel
Page 16

Are You
Using
Facebook
Effectively?
ent
lv e m
invo
n
y
o
it
b le
mun
co m s sha rea
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p h o t m e d ia
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Page 22

2015-2016 RAE Editorial

Advisory Board
Kipp Cooper, RCE
Huntsville Area Association
of REALTORS, Ala.

Christopher Harrigan
National Association
of REALTORS

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

Spring 2015

Vicki Heebner
Ocean City Board of
REALTORS, N.J.

features

AE voices

need to know

AE CO M M IT TEE CHAIR U PDATE

e
am

is t h e
s

My associations
use of Facebook

wn

compared to

do

a year ago:

ag

The challenge with Facebook

doesnt stop with writing and
regularly posting fresh content.
Page 22

H OT TO PI CS

Website Remodel
How to build a better online home
for members and consumers.

Protect Members
and Consumers from
Housing Scams
Page 4

CO RE S TAN DARDS

Page 16

SU CCE S SF U L PRO G R AMS

Association charity events,

fundraisers, and other ideas
to inspire your community
involvement. P age 5

Countdown to
Compliance
Associations meet the challenge
of Core Standards. Page 24

P O LITI CAL ADVO CACY

Roger Yohem
Tucson Association of REALTORS

Association Caf
A social networking space for
members ... thats not online.
Page 20

REALTOR.ORG/RAE

PRO FILE

news

Pamela VanLuven
Grand Rapids Association
of REALTORS, Mich.

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.

Are You Using

Facebook Effectively?
CEO of the Bay East Association of
REALTORS on top trends. Page 28

Andrew Sims
Birmingham Association
of REALTORS

Dale Zahn, RCE

West Michigan Lakeshore
Association of REALTORS

TECH

Tricia Thomas

Salvatore I. Prividera Jr.

New York State Association
of REALTORS

Mike Ruzicka, RCE , CAE

Greater Milwaukee
Association of REALTORS

th at us

Page 12

rte d

Three winners of the 2015 best

REALTOR association website
contest show that great websites
are born from a clear purpose.

po

Best of the Web

Kimberly Pontius, RCE

Traverse Area Association
of REALTORS , Mich.

Donna Reynolds, RCE

Santa Fe Association
of REALTORS

Brian Pilon
Wilmington Regional Association
of REALTORS, N.C.

on

Peggy Missel
Midwest City-Del City-Moore
Association of REALTORS, Okla.

*no

Sarah Kestler
Ada County Association
of REALTORS, Idaho

is

Page 2

2%

Sharon Kerrigan
South Tahoe Association
of REALTORS, Calif.

8%

(7

Kevin Juliano
Pennsylvania Association
of REALTORS

(2

Tech Tools to Improve

the Volunteer
Leadership Experience

re

Jessica Hickok, RCE

Greater Springfield Board
of REALTORS, Mo.

Association Defeats
Transfer Tax Proposed
for High-End
Properties Page 26
online
RE ALTO R .O RG/R AE

Read past issues in text and PDF

format online, plus access online
exclusives.
T WIT TER @RealtorAEmag

LEG AL

Drones: Soon,
But Not Yet
Although it may only be a matter
of time before we start seeing
drones flying over every listing,
we are not there quite yet. Page 26

FACEBO O K Facebook.com/

RealtorAEmag
SPRING 2015

REALTOR AE

AE voices: AE committee chair update

Tech Tools to Improve the

Volunteer Leadership Experience
Jarrod C. Grasso, RCE ,
CEO, New Jersey
Association of
REALTORS, 2015 chair
of the AE Committee

Collaborative project management

Leadership receives the minutes via e-mail

Our incoming leadership wanted a way for

so they can stay abreast of the many moving

committee chairs, vice chairs, and local

parts of the association.

board leadership teams to communicate

effectively. Basecamp (basecamp.com) is a

Online committee documents

collaborative online environment that serves

A big hurdle we overcame last year was the

as a powerful project management tool.

cumbersome dissemination of important

nside and outside the office, the

Members can create discussions, generate

documents to committee members. When

hyper-connected existence that we now all

to-do lists, and share files and calendars.

a member was part of a committee, they

know to be normal has proven to have its

The space can be broken down by project

used to be e-mailed all of the corresponding

ups and downs. As leaders, its up to us to

or group and is accessible from any web

documentation such as agendas, minutes,

develop ways to use technology in a positive,

browser, and from iOS and Android devices.

and items to be reviewed for discussion.

thoughtful way that positions our associa-

E-mail proved to be too inconsistent and

tions to stand out among the crowd and help

unreliable, as well as inconvenient. As a

us all get back in sync.

result, we had our technology department

create a back-end system on our website

As nonprofit associations, we are

uniquely composed of staff, committee

that allows staff to upload necessary

chairs, committee members, leadership

documents for committee meetings and

andmost importantlyour general

send customizable notifications to members

membership. The need for all of these key

when new resources are added. Since

groups to communicate easily and often is

it is fed from our customer relationship

paramount to the success of our individual

Easier meeting minutes

management platform, committee rosters

associations.

Committee meetings serve as the brain

are always current.

At the New Jersey Association of

trusts for the progression of each respective

These are just some of the platforms

REALTORS, we decided to embrace

arm of our association. After a committee

weve started using at the association to

technology across the board this year to

meets, the attending division officer, chair,

make it easier for everyone to work on

keep our staff, committees, and members

or vice chair submits an online meeting

association-related business. What have you

knowledgeable and engaged.

minutes form through Wufoo (wufoo.com).

implemented lately?

Chair, Association Executives Committee Jarrod C. Grasso, RCE

Dale A. Stinton, RCE, CAE

CEO, National Association of REALTORS

Senior Vice President, Communications

Stephanie Singer

VP, Business-to-Business Communications

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

Editor, REALTOR AE magazine

Contributing Editors

Stacey Moncrieff

Carolyn Schwaar

Paula Pisani, Bob Soron

Washington, DC 200012020

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

800-874-6500

Advertising Sales

Natalie Matter DeSoto,

infocentral@realtors.org

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

REALTOR.org

natalie.desoto@theygsgroup.com

REALTOR AE

SPRING 2015

2015 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:
Call 312-329-8874. Distribution: Local and state executive
officers, association staff, and MLS directors.
Subscriptions: Call 800-874-6500.

REALTOR.ORG/RAE

news: hot topics

RPR Data Fuels
Neighborhood Profiles
Even local real estate pros may not know
every neighborhood in their city. Thats why
the St. Louis Association of REALTORS
launched a new interactive neighborhood
profile application on its consumer-facing
website (stlhomeresource.com) powered by
information from the REALTORS Property
Resource.
Members use the tool to learn about
different neighborhoods they were not

Protect Members and

Consumers from Housing Scams

previously fully aware of and get to know yet

another neighborhood that could have their
clients dream home, says Lauren Smith,
the associations director of marketing and
communications.

nline housing scams are persistent.

ing them on sites such as Craigslist for rent

After years of news reports alerting

or for sale at a much lower price. Scammers

of St. Louis and its 79 neighborhoods and

consumers to never wire money

The online tool features drill-down maps

will typically make up a plausible story that

surrounding counties featuring profiles of 91

to rent a home theyve seen only in photos

requires the consumer to wire or mail them

municipalities and 9 unincorporated areas.

online, they still do. News reports of families

money without ever meeting in person. The

Click on any neighborhood for information

now homeless after being scammed out

problem comes when all the renters try

about the median home value and neigh-

of a deposit are not only still prevalent but

to move in and discover the property was

borhood population. Then drill deeper for a

increasing, law enforcement agencies say.

never the landlords to rent in the first place.

printable multipage report including a trove

More needs to be done to protect

Other swindles occur when the scammer

of other statistics, such as the population of

people from online housing scams, says

rents a house or apartment with the inten-

children by age group, household income,

Jessica Perry, association executive of

tion of re-renting it to dozens of people.

occupational categories, average commute

the Greater Manchester/Nashua Board

Many REALTOR associations use social

times, and even presidential voting patterns.

of REALTORS. At least once a month we

media to alert members when a scam is

receive a call from a frustrated member who

spotted in the area. Other associations,

ciation used RPR data to create neighbor-

has experienced some sort of Internet scam

including New Orleans and Toledo, post

hood profiles in its print magazine. In each

involving their property listings, she says.

information on their websites for members

magazine feature we mention that RPR is

They have contacted the MLS, Federal

and consumers, educating them about

the source of the data and that its a database

Trade Commission, Internet Crime Com-

how the most common scams operate. The

members receive at no cost, says Smith.

plaint Center, and the proper authorities, but

National Association of REALTORS has a

Due to that partnership, I think RPRs credi-

they really feel that they have no effective

video (realtor.org/videos/how-to-protect-

bility among our members is quite high.

recourse to address the issue.

your-property-listings-from-rental-scams)

Before the online tool launched, the asso-

Smith credits the magazine profiles with

that walks members through setting up

increased member engagement with the

and con artists (many based outside of the

technology tools (including Google Alerts) to

publication. Ive received feedback from

United States) try to cheat people when it

proactively track listings and protect photos

members asking me to feature their neigh-

comes to homes and property.

from being lifted.

borhood or a neighborhood that theyre very

There countless ways that scammers

The most common property scam in-

For more information on housing scams,

familiar with next. Visit the St. Louis

volves scammers taking legitimate property

visit www.usa.gov/topics/consumer/

neighborhood interactive tool online at

listings along with photos from websites in-

scams-fraud/family-home-community/

stlhomeresource.com/whystl/

cluding realtor.com and Trulia and repost-

rental-fraud.shtml.

map-of-st-louis.

REALTOR AE SPRING 2015

REALTOR.ORG/RAE

Successful Programs
Meeting ADA Requirements with GRI
Course Sign Language Interpreters

Consumer Outreach: Enhancing the REALTOR Image

The Oklahoma Association of REALTORS is helping Courtney

Gentry, a REALTOR from Oklahoma City, receive GRI training by
providing two American Sign Language interpreters throughout the
courses. Gentry first inquired whether the GRI training would be held
online with captions so she could follow along. But that option was not
available. Gentry was still interested in taking the courses, so the association went to work finding the right solution for her to participate.

REALTOR Service Volunteer Program

Now in its 14th year, the REALTOR Service Volunteer Program
is a community outreach project of the San Mateo County Association of REALTORS and its affiliates that provides cost-free
assistance to elderly or disabled home owners and renters who
lack the ability and financial resources to get general household
tasks accomplished. REALTOR volunteers donate time over
a three-day period each May to turn mattresses; replace lightbulbs and smoke detector batteries; and trim shrubs, among
other projects. San Mateo hopes to expand the program to
even more associations in California and around the nation.

Courtney Gentry (far right), managing broker of Dragonfly Realty & Management
LLC, expects to earn her GRI designation in June aided by a sign language
interpreter provided by the Oklahoma Association of REALTORS.

Consumer Outreach: Enhancing the REALTOR Image

When Courtney reached out to us, we immediately began

researching different options so we could assist her, said Lisa Noon,
OARs CEO. We believe it is important for all of our members,
no matter their disability, to have the same opportunities to learn
about and improve their craft.
OAR staff found an interpretation service that was able to sign the
GRI classes. Gentry, owner and managing broker of Dragonfly Realty
& Management LLC, expects to earn her GRI designation in June.
As much as this is about meeting all members needs and being

Association Enhances New Library

with Welcoming Outdoor Space
Richmond, Maine, is an idyllic New England villagebut its public

understanding and empathetic, it is also a legal requirement that

library was in a sorry state of disrepair. So when the town rebuilt it

associations comply with federal regulations regarding equal oppor-

last fall, the local 213-member Merrymeeting Board of REALTORS

tunity. According to the Americans With Disabilities Act, all public

stepped forward with a Placemaking Grant from the National

accommodations and businesses must ensure that individuals with

Association of REALTORS to build an attractive new reading garden

disabilities have equal access to all the programs and services that

next to the library. The Merrymeeting board donated $500 of its

it offers.

own funds for the project and received $2,200 in grant funds to

Whether it is adding captions for online educational seminars

create the outdoor space, which includes a large stone patio. An

or providing interpreters for the deaf, we want to make sure all our

additional grant from the Lowes Community Foundation helped with

members feel supported and ready to take the next step in their

the cost of the pavers, and installation labor was donated by a local

careers, OAR education coordinator Melissa Marshall said.

landscaping company. The REALTOR community will be hands-on

I was thrilled OAR provided sign language interpreters to help

involved in the spring planting, says Patti Lawton, a member of the

me, and now I hope to educate the deaf community on real estate

associations board of directors. For more on using Placemaking

and show them what their options are for buying, selling, or renting

Grants for your association projects, follow the Spaces to Places

a home, Gentry said.

blog at spacestoplaces.blogs.realtor.org.

REALTOR.ORG/RAE

REALTOR AE SPRING 2015

news: political action

St. Louis Association Responds to Ferguson
Unrest with Innovative Fair Housing Campaign
As the nation was gripped by news of the

spelling out the importance of integrated

violence that followed the Ferguson, Mo.,

communities, maintaining home values in

shooting last summer, relief for the riot-torn

a crisis, and fostering fair housing in the St.

suburb of St. Louis came from the local RE-

Louis metro area. In January, SLAR held a

ALTOR organization. The 6,600-member

standing-room-only town hall forum called

St. Louis Association of REALTORS first

STL 20/20: Perfect Vision, the first in a

Conrad

guson would affect St. Louis and its

NAR Debuts New Award

for Young AE Leaders

housing market, the event featured

Two REALTOR association executives

a panel of professionals from non-

were awarded the inaugural AE Leaders of

profits dedicated to diversity, stable

Tomorrow Young Professionals Award from

communities, and home ownership.

the National Association of REALTORS

Panel members discussed fair

during the 2015 AE Instituteheld March 13 to

housing laws and resources, local

March 16 in Vancouver, British Columbia.

series of four planned for the year.

Focused on how the crisis in Fer-

programs that promote a better

REALTORS attend a meeting at the St. Louis

Association of REALTORS conference center to
discuss the impact of unrest in Ferguson.

Hultz

Ryan T. Conrad, RCE, CAE, ePRO, CEO of

St. Louis, and how to navigate diffi-

the Greater Lehigh Valley Association of

cult client conversations regarding

REALTORS, Pa., and Tessa Hultz, RCE, CAE,

race, discrimination, and racial

ePRO, CEO of the Raleigh Regional Associa-

residential segregation.

tion of REALTORS, N.C., were recognized

St. Louis has a sad history of

for fostering greater involvement and

helped with deliveries of basic supplies to

legislative actions and other systemic issues

increased professionalism among AEs 40

the residents of Ferguson. Then they sought

that encouraged racial isolationism, says

and younger, providing greater exposure

to replace fear with information by using a

Dawn Kennedy, CEO of the association. We

and awareness of REALTOR association

$5,000 Diversity Grant from the National

cannot erase the past, but we can change

management as a career to attract young

Association of REALTORS to launch a wide-

the future.

executives to the profession, and promot-

spread educational campaign, beginning

The next event in the meeting series will

a dialogue about the need for fair housing

revolve around Spanish Lake, a local com-

practices.

munity devastated by white flight.

The centerpiece of the effort is a bro-

To learn more about how the REALTORS

ing young member involvement at all three

levels of the REALTOR organization.
Know an inspirational young AE? Award
criteria and nomination forms are available

chure for SLAR members, their clients,

of St. Louis are leading diversity efforts, visit

on realtor.org or contact Courtney Wilson,

home owners, and other stakeholders,

stlrealtors.com/fergusonimpact.

cwilson@realtors.org, 312-329-5972.

HAR.com, Houstons Listing Portal, Goes Statewide

The Houston Association of REALTORS property portal, HAR.com, began using ListHub to receive
listings from other Multiple Listing Services in the state, establishing it as a statewide listing portal.
Until now, agents from other markets could put their properties on the site but they had to become
members of the Houston association to do so, association President and CEO Bob Hale told the
Houston Chronicle. Now, all REALTORS in Texas can use the popular HAR.com platform for free. The
decision to go statewide was driven in part by competition from Zillow, said Hale, noting that HAR.com is
owned and controlled by REALTORS, does not contain FSBO listings or property estimates, complies
with the Realty Alliance Fair Display Guidelines, and sends all leads to the listing broker and agent.

REALTOR AE SPRING 2015

REALTOR.ORG/RAE

news: political action

Association Defeats Transfer Tax
Proposed for High-End Properties
In a campaign involving volunteer and professional phone banks, online advertising, yard

REALTORS in Chicago
Suburbs Adopt
Ratings Platform

signs, direct mailings, and door-to-door work, the Beverly Hills/Greater Los Angeles

The Mainstreet Organization of

Association of REALTORS soundly

REALTORS began offering its members

defeated a proposed transfer tax increase on

a customer service satisfaction platform

properties worth more than $1 million in Santa

in February designed to help enhance

Monica. The proposed tax would have put

their performance and professionalism,

the sole burden of funding the municipalitys

said the 15,000-member association in a

affordable housing efforts on property

statement.

owners. With a major Issues Mobilization

Mainstreet was one of the participants

Grant from NAR, as well as significant

in the National Association of

support from the California Association and

REALTORS pilot program of the

other local associations, the 7,000-member

platform last year through a partnership

association prevented the proposed tax

with Quality Service Certification Inc.,

hike from becoming law, setting the stage to

a third-party customer satisfaction and

defeat similar proposals in other California

performance evaluation service for the

cities. Our hope is that [legislators] will find

real estate industry.

a permanent funding source for affordable housing that will spread the burden throughout

Preferring to call it a customer

the greater community, says James Litz, the associations government affairs director.

satisfaction platforminstead of the more

When they do, well support it. Read more at the REALTOR Party Success Stories page,

controversial rating or ranking label

realtoractioncenter.com/realtor-party/tools-and-resources/mrp/success-stories.html.

Mainstreet says the tool enables members

to provide better service and become

Arizona Fights Multilicensing Requirement

Some towns in Arizona have developed a new revenue source: requiring real estate pro-

better agents by listening to customer

feedback.
In todays highly competitive real es-

fessionals to apply for business licenses in order to work with buyers or sellers within their

tate market, its all about consumers and

boundaries. These municipalities are requiring additional licenses despite the fact that

their experiences with agents, MORe CEO

each real estate agent is licensed by the Arizona Department of Real Estate and licensed by

Pam Krieter said in a statement. Agents

the municipality where their physical place of business is located. In response, the Arizona

need to know what they did well during

Association of REALTORS launched a campaign to support Senate Bill 1368, which would

transactions, what could be improved, and

prohibit cities from forcing a business license requirement on agents if they are licensed

how to manage their online reputations.

in another Arizona city and also are licensed by the Arizona Department of Real Estate.

The RealSatisfied platform sends customer satisfaction surveys to home buyer

and seller clients on behalf of REALTORS

Association Defeats Wave of

Questionable Rental Ordinances

at the close of transactions. It then allows

The Akron Cleveland Association of REALTORS tapped into NARs Land Use Initiative

those recommendations automatically to

to help fight troubling and overly restrictive rental housing proposals in two communities.

realtor.com and to their social networks,

The association brought the proposed laws, which included provisions banning renting

and provide third-party validation of cus-

to anyone who had engaged in neighborhood integrity violations, to the LUI for legal

tomer satisfaction.

review. The resulting analysis made convincing arguments against the ordinances

MORe members to publish client recommendations on their own websites, share

As an organization, we want to be

and got the proposals tabled in one jurisdiction and referred back to committee in

known as an industry leader for our in-

the other. Read more at the REALTOR Party Success Stories page,

vestments in tools that help our members

realtoractioncenter.com/realtor-party/tools-and-resources/mrp/success-stories.html.

evaluate their performances, said Krieter.

REALTOR AE SPRING 2015

REALTOR.ORG/RAE

REALTOR Credit Card for

Association Business
NARs official REALTOR Credit Card is now available to state and
local REALTOR associations, as well as staff, members, and their
families. Offered in partnership with REALTORS Federal Credit
Union, a division of Northwest Federal Credit Union, the REALTOR
Credit Card for business or personal use has no annual fees, no
balance transfer or cash advance fees, competitive interest rates,
a comprehensive rewards program, and customized real estatethemed designs and REALTOR branding options. Associations
may apply for a card that is not connected to a personal account or
individual. Membership in the Credit Union is required. A complete
eligibility list, information about a balance transfer promotion good
until May 31, and the application are available at REALTORSfcu.org.

In Memoriam:

John J. Mike Bernardo

John J. Mike Bernardo, former executive officer of the
Pennsylvania Association of Realtors from 1969 until his
retirement in 1994, died Saturday Feb. 14 at the age of 82.

Tommie Jackson
The former executive officer of the Atlanta Board of REALTORS
and a 1993 Magel Award recipient, Tommie Jackson, CAE,
died Jan. 17 at age 94. She served the Atlanta board for
more than 54 years. In 1989, the associations board of
directors named the REALTORS building in her honor: The
Atlanta Board of REALTORS Tommie Jackson Building.

Andy Rapattoni
The founder and CEO of the Rapattoni Corporation, a real estate
associations and MLS software provider, Andy Rapattoni, died
April 8 at age 75 from complications following surgery.

10

REALTOR AE SPRING 2015

REALTOR.ORG/RAE

spotlight: vendors

From the Bottom Line

to the Digital Dotted Line
Electronic forms and signatures help associations
provide financial and legal benefits

any real estate associations provide

the time stamp. It also permanently attaches

digital signature tools and elec-

the signature to the document itself. If there

tronic forms to help their members

is any future legal action, this connection is

get ahead, be more efficient, and close more

key to verifying the validity of all information

vast network of legal licensing agreements.

deals. These tools provide critical benefits

involved.

For associations, this is an essential point

but also compliance and legal protection.

Its also important to distinguish the

of connectivity between the compliance

This article outlines key features and

difference between digital and electronic sig-

side and the membership side. The right

protections that associations can provide

natures. Although many use the term inter-

tools enable associations to take a strong

members with digital signature tools and

changeably, the digital variety offers much

supporting role, helping their members stay

electronic forms.

more information, security, and legal protec-

at the center of transactions and their broker

tion than its electronic counterpart. Digital

members in the compliance drivers seat.

Signed, sealed, delivered

signatures are embedded into documents,

By using digital signatures and electronic

ensuring that they can not be changed or

Preserve and protect

forms, agents and brokers can create

separated. By contrast, many of the paid and

Security is always a key issue when choosing

systems and procedures to clearly define

free e-signature solutions often lack these

the right tool provider. Your partners should

the steps of a transaction and capture

same legal protections. An electronic signa-

use redundant servers and follow best prac-

crucial information to ensure legal and policy

ture is any signature that is in electronic form

tices for information security. They should

compliance. These are vital touch points for,

as opposed to paper-based ink signatures.

also guarantee that your dataand, most

among other reasons, the legal protections

For example, a scanned image of an ink sig-

important, your members datawill never

they convey.

nature, a hand-signature created on a tablet

be sold.

When we capture a digital signature, it

using a stylus, or even a video signature. By

brings along with it a variety of key details

contract, a digital signature is an encryption

of your digital partners. If they go out of

about the transaction itself. Using a product

process for demonstrating the authenticity

business, are there protections in place to

such as zipLogix Digital Ink provides the

of a digital message or document.

ensure your members archived documents

complete DNA for each signature, including

Although many use

the terms digital and
electronic signatures
interchangeably, the
digital variety offers
much more information,
security, and legal
protection than its
electronic counterpart.
REALTOR.ORG/RAE

Getting into form

Also, consider the strength and stability

are secure and accessible? Working with

technology partners that are part of the real

The other crucial legal and compliance

estate industry means that you know your

impact that digital tools can have is ensuring

data, forms, and signatures will be safe, se-

that forms are updated, completed, and filed

cure, and there when you need them most.

the right way, every time. As an association

executive, you want to know your agent and
broker members are using the right, most
up-to-date forms for all transactions. As
local, state and federal regulations change,

Lisa Mihelcich is COO of zipLogix

and a licensed real estate agent.
Contact her at 866-693-6767 or
LMihelcich@ziplogix.com.

the verification is becoming increasingly

complex, making the automation of this
process more important than ever.
At zipLogix, ensuring that the right forms
are updated is done largely through our

zipLogix is the exclusive forms software

provide 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 AE SPRING 2015

11

Pictured: Other outstanding entries in the 12th REALTOR Association Website Contest.

12

REALTOR AE SPRING 2015

REALTOR.ORG/RAE

Best of the Web

Great websites are born from a clear purpose.

urpose is the focus of the 2015 Outstanding

information (and, in many cases, combine the association

REALTOR Association Website Contest:

site and the MLS site) was surprising, many entries noted,

What is the purpose of your association website?

because their sites had been mainly association-focused.

What need are you trying to fill?

They were reluctant to push association products and

For many associations, and especially our winners,

services to the background. Yet the choice became: Attract

redefining the purpose of their web presence led them to

members with what they want while still making association

remove the clutter and focus on a singular objective.

information available, or see site visits (along with your value

It starts with the members. Through surveys, work groups,

proposition) continue to drop.

The three winning sites (in no particular order here)

focus groups, retreats, and other dialogue, associations

asked members what they wanted. Through usage analytics,

display purpose, but, coincidentally, three different purposes.

they tracked members actions.

They have a clear objective, and their sites meet that objective

Members want a user-friendly public property search

with effective architecture, design, and content.

Judges were impressed with the way associations have

and somewhere to refer clients for area information, contest

entrants said. They want a calendar of events, easy class

overall uncluttered, streamlined, and simplified their web

registration, local market data, forms, and searchable

presence.
Visit these sites online to experience their winning

member profilesand all of it mobile-ready.

The strong request to provide property and consumer

qualities.

Honolulu Board of REALTORS

hicentral.com
Mission: Have the most comprehensive and up-to-date property search
allowing prospective home buyers and renters to easily plan their openhouse visits and search by island, neighborhood, new listings, and
morewhether using a laptop, tablet, or smartphone.
From the judges: The association nailed its story by showing
the beauty of the island, which is what their members are selling.
I found myself actually looking for property in Hawaii. The mobile site
is set up very well. I dont see much content really geared toward the REALTOR
members (education, RPAC, professional standards), but that is not the goal they laid out
in the site. They wanted a consumer site, and they achieved that.

REALTOR.ORG/RAE

REALTOR AE SPRING 2015

13

Oregon Association of REALTORS

oregonrealtors.org
Mission: Communicate information and resources to
members and to secondary audiences of local associations
and consumers. Make an online repository of tools
to enable members to help themselves at their own
convenience, and think about the needs of the
customers to align the site architecture with their
most frequently requested information.
From the judges: This is a members site first and foremost.
Extremely well-organized and very user-friendly. I found the content right
where I thought I would. Data is very fresh and the calendar at the top of the page
is great, very timely. It really captured the broad state focus while sharing local
information where needed and pulling it all together in a concise package.
Good use of video enhancements.

Knoxville Area Association of REALTORS

kaarmls.com
Mission: Effectively communicate with members, whether in regard
to their day-to-day business or services that the association can
provide, such as education, MLS, professional standards, and
much more. Although members business is the primary focus,
recognize the role the association and its members play in the
community. Highlight community involvement, RPAC, and all
other ongoing major news and events by incorporating these
on the home page so that members are reminded to help serve
the community.
From the judges: The website offers an outstanding user experience. The wallpaper is
consistent throughout the website and is aesthetically balanced and pleasing. Clean, simplistic,
and focused. Interesting shift away from consumer-focused to more member-focused with more emphasis
placed on community outreach from NAR while still delivering valuable consumer content. Valuable,
accessible content overall. There seems to be something for all REALTORS who might visit the website.
The navigation menus are consistently placed and understandable. You get what you want with only one click.

Twenty-eight REALTOR associations entered the 2015 Outstanding REALTOR Association Website Contest.
Judges included REALTOR AE magazines editorial board and staff from the National Association of REALTORS.

14

REALTOR AE SPRING 2015

Website Remodel

How to build a better online home for members and consumers.

We started by
sketching out the
site with a simple
pencil and paper.

ow do we show value to members, paint a

the site should do for them. Did they want content

picture of better careers through educa-

focused on them and their business or content

tion, and tell the story and power of the

that they could share with consumers and clients?

REALTOR Party?

They wanted both. We saw that our new website

We need a better website!

needed not only to reach our members but also to

The renovation of our Birmingham Association

provide trusted industry content for consumers.

of REALTORS Web presence in 2014 set out to

When it came to consumers, the task force

deliver to members a comprehensive member

members said they wanted a clear and easy path

information site offering access to an up-to-date

to listings as a primary focus, and then to finding

property search. Heres how we did it.

REALTORS.
Since the cost of the new website was shared

An advantage of
WordPress is that it is
mobile first, meaning it
looks and works great on
smartphones and tablets, so
we dont need an app or a
mobile version of
our site.
16

REALTOR AE SPRING 2015

Stage 1: Purpose

by the association and the MLS, we wanted to

The first part of our redesign process was learning

drive traffic to our public-facing MLS site, Greater

what members cared about and tracking their

Alabama MLS. Plus, our analytics showed that

activity online. We gathered a small task force of

the top search for site visitors was Birmingham

tech-savvy members to give feedback on what

REALTOR, so we could safely assume that there

our current website was doing well or doing badly.

were consumers landing on our association site

Did they like the content? Could they find events

wanting to search listings.

easily?
We asked what content they wanted and what

For member content, the task force said the

main focus should be events, and then what the

REALTOR.ORG/RAE

Rather than planning the

design, we planned the
interaction with the site
we wanted the members
to have. Interaction
design focuses on creating
engaging websites with the
understanding of how users
might interact with it.
Mapping the route (pictured
below) you expect users to
take to get to a particular
destination is one aspect.

association was doing on members behalf in the

smartphones and tablets, so we dont need an app

community and legislatively. News is a dominant

or a mobile version of our site.

feature on our new site. We also added an easy

Rather than planning the design, we planned

sign-up for our weekly newsletter using a free app

the interaction with the site we wanted the mem-

called SumoMe to manage our subscriptions, opt-

bers to have. The best website is the simplest; it

outs, and distribution.

maximizes readership and utility and minimizes

Next, using tools such as Google Analytics, we

were able to see where our users hopped on and
off the site, what pages attracted views, and how

work (work finding what youre looking for, work

scrolling, and, for staff, work constantly updating).
We accomplished these goals through good

long visitors stayed on these pages. Google Ana-

pathway planningthat is, how the user will

lytics is free and requires only a line of code in the

navigate through the site. We placed membership

footer of your site to begin pulling information. We

information and Join the BAR links on the home

learned that Facebook and Twitter were the main

page under the banner graphic. We implemented

traffic drivers to our site. So by using social media

the property search portal as the dominant

to promote our biweekly blog posts, we saw page

feature on the home page, which has driven a

views increase 272 percent last year.

250 percent increase to our member MLS search.

But an association site cant be 100 percent

There are other content management

driven by member demand. We knew we needed

system solutions, of course. Platforms, such as

to promote and feature other things, such as the

SquareSpace, Weebly, Drupal, and others offer

REALTOR Political Action Committee and affiliate

a wide range of features. There are even third-

member information. The trick was to feature

party companies that will link your website to your

them in a way that was interesting and convenient,

member management software, such as RAMCO

such as through our blog articles.

or Rapattoni. This is a useful option but was out of

our budget.

Stage 2: Building
Starting the design process can be hectic. Too

Stage 3: Launch and Evaluation

many features get overbearing (and overpriced)

After the build, youre not done; theres the user

and too little design leaves everybody feeling like

testing. We wanted to make sure our predictions

theyve invested in something that doesnt shine.

were correct about where people would land,

We started by sketching out the site with a

what they would read, and what they could find

simple pencil and paper. Knowing what youre

easily. Remember that while going into launch

building first will dictate the time and money you

mode, your website will change.

need to spend.
We chose to stick with our current platform,
which is the economical WordPress, for the

ted to daily online content shared several times

development of our site. WordPress is a very agile

via social networks and a bimonthly newsletter

content management system with an easy-to-use

driving more traffic to our site. Its tempting to

back end. Its free software (although theres a

overcommit to unrealistic goals in the months

small annual fee if you dont want it to place ads on

following a launch. Unless you have a lot of time

your site), so unless you hire someone to design

and a lot of material to share, its unrealistic to try

and develop your site, a small association can

to post five times a day.

deploy WordPress relatively easily. We designed

By Andrew Sims,
Communications
Director, Birmingham
Association of
REALTORS

18

REALTOR AE SPRING 2014

We know now that we want to boost the

visibility of the blog content, and were commit-

and built our site in-house.

Another advantage of WordPress is that it is
mobile first, meaning it looks and works great on

Just like when you build or buy a house, you

immediately want to see where you can start
adding value. Where can you improve on this
investment? Websites are never finished.

REALTOR.ORG/RAE

Caf
association

A Social Networking Space for Members . . . Thats Not Online

20

REALTOR AE SPRING 2015

REALTOR.ORG/RAE

ould members want to come to our as-

you see when you walk in, and its been great for

sociation office to drink coffee and check

connecting with members. It reinforces to the

their e-mail?

members the value they receive for their dues.

We asked ourselves this question when we were

There are also more tangible benefits, such as

designing our new Scottsdale Association of

increased foot traffic to our retail store and more

REALTORS building and wondered whether we

exposure for classes or other nondues sources of

should include a space for members to network or

revenue. We use digital signage to promote classes,

do business with free Wi-Fi.

events, and calls for action.

After lengthy strategic planning discussions

And its not just for members. I have meetings

with our facilities task force about what an associ-

with staff and members in the caf instead of in my

ation headquarters should be, we knew we wanted

office, and often you can find me working there on

Affordable Wi-Fi

members to enjoy the space we were building, notes

my laptop.

We worried that offering

Rebecca Grossman, the associations president and

members free Wi-Fi in our

Saving money and

making money with a caf

caf would slow down our staff

business center but decided that a space with a

coffeehouse feel would be better received and give

Offering coffee and setting up a sound system

But using OpenMesh, a

members an even greater sense that the associa-

to create a nice vibe may seem costly, but when

low-cost, cloud-managed

tions investment in a new building was for them.

compared with the purchase and maintenance of

guest network system, the

A Wi-Fi caf seemed like the perfect way to accom-

computers in a business center or computer lab,

Internet connection for staff

plish this goal.

it is surprisingly affordable. Plus, having a space

is sectioned off into a secure

that members will actually use and feel good about

private network. Visitors to the

Why a Wi-Fi caf?

means more people in the door and more exposure

building can connect to the

In the days when deals are done at Starbucks and

to your services.

guest network customizable

CEO. The planning group talked about a traditional

real estate agents use their offices (if they even

A Wi-Fi caf can be a source of revenue and a

connection and be expensive.

with a branded login page.

have one) less and less, we felt there was a great

savings. For example, we just signed on with a vendor

Depending on how many

opportunity for a REALTOR organization to become

partner that will sell fresh food and coffee any time

people are logged on and how

a part of members everyday work routine.

the association headquarters is open. Well get a

fast your Internet connection

percentage of revenue from this arrangement. Well

is, you most likely wont notice

variety of comfortable seating options, including bar-

also have a liquor license through this vendor so we

slowdowns for your staff when

stools, couches, and tables. Soft music plays from

can host after-hour socials without having to rent

members use the Wi-Fi, yet

the speakers, and anyone is welcome to lounge (or

a space and pay the inflated bar prices of a hotel or

you can limit the bandwidth

work) in the space. Theres also a patio with seating

other facility.

(reserving the fastest

The new Wi-Fi caf in our building features a

and TVs, and visitors can buy fresh food and coffee.

Although we havent yet, we could also sell

speeds for staff and ensuring

advertising space on any TVs in the lounge

members arent using your Wi-

Colorado offers a coffeehouse feel in its headquar-

area. Devices such as Googles Chromecast and

Fi to download movies).

ters. CEO Clint Skutchan says that members use the

Samsungs SMART Signage TV are surprisingly

association space instead of the crowded Starbucks

affordable ways to customize the content of TVs

next door. In addition to free Wi-Fi and a single-cup

and displays. We could also sell space on the screen

coffee brewer, the Fort Collins Board also offers free

visitors see when they first log into the Wi-Fi.

Similarly, the Fort Collins Board of REALTORS in

wireless printing in the space.

We believe that SAAR will greatly benefit by

Were developing social events to introduce

members to the space, such as a First Fridays at

having an inviting space where members like to hang

SAAR open to all members to network and get to

out. Members bring their own portable wireless

know the staff. Our YPN has a class running from

devices and relax there before and after classes and

1 to 4 p.m. with a happy hour in the caf afterward.

meetings.

Although weve been open just a short time, so far

The space is in the lobby and members joke

there have been no complaints. Everyone is ecstatic

that we have a bar in the lobby. Its the first thing

and we love having a space for the whole community.

REALTOR.ORG/RAE

By Amanda
Sue Piltz,
Communications
Director, Scottsdale
Association of
REALTORS

REALTOR AE SPRING 2015

21

rs (

23 %

M or

em

be

Few e

my associations
Facebook posts seem

(77 % )

In the last year,

rs

rm

be

Are You Using

Facebook Effectively?

need to know: tech

to be reaching:

The challenge with Facebook doesnt stop with

writing and regularly posting fresh content.

o use Facebook effectively, associa-

only a small fraction of members, according

such as by age, location, and interests

tions must understand the platforms

to a Forrester Research report from January.

(such as real estate, if users declared their

ever-changing policies and features.

Forrester, the technology and market re-

interests on Facebook), and by a number

Its no wonder full-time social media special-

search company, found posts by well-known

of other categories. There are also cus-

ists are not uncommon among association

brands (those with more than 500,000 likes)

tom audiences you can create by giving

staff today.

on Facebook reach only about 2 percent of

Facebook your membership e-mail or phone

their fans and followers and that the average

list. Facebook will try to match that data with

association websites and listing portals, and,

is much lower for small businesses. Even

Facebook users. You can also direct your ads

overall, its a good way to communicate with

when your posts are shared by individual

to just those who have liked your page.

members, representatives of a cross-section

members, Facebook is still likely to filter

of associations said in a recent REALTOR

them out.

Facebook is a strong traffic driver to

AE magazine survey. Yet, associations have

Why is Facebook filtering your news feed?

Next comes cost. Heres where it gets

tricky. Your ad competes with others to get
on your audiences news feed. Facebook

experienced changes in their ability to reach

Its estimated that the typical user would get

will not include your ad on your audience

members via Facebook as its business

1,500 posts in his or her news feed every day

news feed if other businesses pay more to

model shifts and members use of the social

if there were no filtering. Facebook filters this

get there. Its an ad auction. You choose

media site evolves.

average to about 300, prioritizing the family,

your maximum budget (most associations

In January, Facebook strengthened a

friends, and pages you interact with most.

report spending between $11 and $50 every

push that began in 2013 to limit distribution

Facebook says its goal is to give users what

month on Facebook ads); then Facebook

of promotional posts from businesses, which

theyve asked for, which their surveys show

bids on your behalf to reach your audience

includes associations, nonprofits, charities,

is to read stories from family and friends, not

and make your ads as effective as possible,

and societies. This means your associations

businesses theyve liked.

it says in its advertising overview. As your

As a result of filtering, many associa-

promotions on Facebook (buy a ticket,

ad reaches your audience, your budget is

attend our event, take our class, and so on)

tions have turned to buying advertising and

spent. You may reach many people or just a

are most likely filtered out of members news

boosted posts on Facebook to reach mem-

few depending on how many other advertis-

feeds. Even if 1,000 members like your

bers and consumers. RAEs survey shows

ers wanted to reach the same personyes,

association page, your posts are reaching

that of the associations that have purchased

youre competing with Amazon.com and

advertising on Facebook, 43 percent say

Zillow, here. You can track your ads effec-

they seem to help the association reach

tiveness on an analytics dashboard.

is

am

2%

is t h e
s

(7
My associations

use of Facebook

wn

compared to

*no

do

a year ago:

re

e
po

rte d

th at us
a

ge

REALTOR AE

didnt seem to help boost their reach at all.

Forty-five percent of the survey respon-

SPRING 2015

It seems as if I was getting more engagement with our Facebook posts before we
ever paid to boost a post. Now that Facebook

dents havent tried advertising on Facebook,

knows weve paid before, its like the posts

possibly because it can be confusing. First

receive much less engagement so that they

you select the audience you want to reach

can force us to pay again, says one survey

on

22

more members; yet 12 percent say their ads

(2

)
8%

REALTOR AE magazine conducted an online survey

of association executives and staff in March about their
Facebook usage. 53 associations completed the survey.

respondent, echoing several others suspicions of the platforms reach algorithm.

We advertise to underscore our core

REALTOR.ORG/RAE

A fe
w

ti

can see it on the communication tool they

)
(7 %

Facebook:

th

message of the day and more, so members

posts to

other pages:

dar, office meetings, e-mails, Twitter, MLS

My association

h
nt
)

l (8 %)

c ia

we also have these

er

Other responses include Facebook

pages for consumers, charity, RPAC,
advocacy, and members by region.

we e k (47 %

D ail y, ( 3 6

an association
Facebook page,

E ve nt (1 2 %)

In addition to

a
es

w ti m e s
A fe
a
ce a w eek (8 mo
%

%)

use the most, says one survey respondent.

Overall, associations view of Facebook

On

PN

(4 8

er

(3 0 %

Co

was summed up in this response: Were

Red bar =
Other, 2%

struggling to use Facebook to convey importvalue and role in advocacy for home owners

ant information. It works well for events and

and private property rights, says one survey

photos, but not for critical information and

cent) say their groups are just somewhat

respondent. Several others mentioned

association updates. Not enough members

active, and 40 percent say their groups

legislative advocacy as the main focus for

see the posts without [our] paying for ads.

arent active at all. Yet that could begin to

change.

paid ads and boosted posts. The Nevada

Association of REALTORS, for example,
used an Issues Mobilization Grant from
National Association of REALTORS in part
to fund a Facebook video ad advocating the
defeat of a state tax on businesses. The ad
received 11.7 million impressions (there are
only about 3 million people in Nevada) and
1.2 million video plays. In the end, 78 percent
of Nevada voters weighed in against the tax.

Promotional posts versus

informational posts
How does Facebook know whether your

Unfortunately, most associations (61 per-

Facebook has
allowed us to help
brand ourselves as an
information resource
for members and as a
high-tech association
that is reaching outside
the box to reach our
members.
AE SURVEY RESPONDENT

posts are promotional or informational?

Groups have become so popular overall

that Facebook spun them off into a standalone mobile app in late 2014. Now your
members can use their phones to access
just their groupsnot their news feedwith
an app called Facebook Groups, designed to
make interacting with groups easier.
Another plus for association groups is a
feature of the Groups app that recommends
groups to users based on their current ones
and other factors, which may boost your
groups potential reach.
In addition to building group activity,
Ogilvy & Mather, the international advertising, marketing, and public relations firm,

It wont say, exactly. Recipients who click

on the I dont want to see this button on

Do you need a Facebook group?

recommends these strategies for staying

the top of your post may report it as spam,

The newest Facebook change to wrap your

relevant on Facebook: 1. Subdivide your

which will lower your reach for all posts, but

head around is the power of Facebook

current audience (into, say, leadership,

there are other factors in Facebooks reach

groups.

socially active members, thought leaders,

algorithm, including how many recipients

click on your post.

Forty-three percent of associations

and so on) and target paid ads to them, track

surveyed said they have created groups for

the effectiveness, and retool ads as neces-

Even though all associations reported

their members, such as YPN, GRI graduates,

sary; 2. Publish fewer but better targeted

that they are investing the same amount of

regional groups, MLS, advocacy, and others.

posts and vary images and time of posting;

time or more in Facebook posting as a year

Members often create and monitor their own

3. Establish an editorial (not promotional)

ago, only 4 percent say its the best way to

discussion groups, and association staff are

focus to content creation.

communicate with members. Direct e-mail

often members (your association page cant

blasts are the most effective tool, say 51 per-

interact with groups directly; only individ-

rules and policies surrounding new features

cent of survey respondents (e-mail newslet-

uals can). The benefit of a group or being a

and groups could change without warning.

ters came in second place at 24 percent).

member of a group is that your posts arent

REALTOR associations on Facebook overall

Like everything else on Facebook, the

filtered out; they are only monitored by the

advocate a diverse approach to member

to have every avenue of communication

group administrator who can delete or edit

communication.

available for our members: website, calen-

them.

Facebook alone is not enough. We try

REALTOR.ORG/RAE

By Carolyn Schwaar

REALTOR AE SPRING 2015

23

need to know: core standards

Countdown to Compliance
Associations meet the challenge of Core Standards.
More than 25 small local associations in Missouri participated in a statewide strategic planning
session facilitated by Malcolm Young, former CEO fo the Louisiana Association of REALTORS.

t has been a year of positive change for

in the Core Standards online guidance:

(http://coe.realtor.org/corestand.nsf/

associations since the Core Standards

Its important to keep in mind throughout

samplecore) when preparing to access

were implemented in May 2014. Associ-

the process that trustat all levels of the

and use the compliance tool.

ations have boosted participation in public

REALTOR organizationis essential to

outreach activitiesfrom charity drives and

successful implementation of this effort. The

browsers: Internet Explorer 9 and later,

community beautification to housing fairs

profession itself exists on trust. Clients and

Chrome, Firefox, and Safari. Some func-

and media engagement. Theyve updated

customers trust the REALTORS they work

tionality may be lost using older versions

their web presence, strengthened financial

with. REALTORS need toand dotrust

of Internet Explorer.

oversight, and heightened political aware-

each other. Associations rely on the word of

ness. Many associations have a strategic

their members. Members need to be able to

example, to the name of the executive

plan for the first time and many others have

rely on what their association tells them. The

officer) will sync overnight and appear in

established shared services programs with

representations made via the compliance

the Core Standards compliance tool the

neighboring boards. As of the end of March,

database will be attested to by each local

next morning.

there have been 37 mergers involving 84

associations elected president and presi-

associations, and association executives

dent-elect (or equivalent officers) as well as

documents compliance by adopting the

have increased their own expertise through

by the associations chief staff. Except in the

2015 NAR model governing documents

professional development education.

most unusual circumstances, their assur-

verbatim. If adopted, all that is needed

ance that the information shared via the

is written confirmation with the date of

up and accomplished tremendous things in

compliance database is truthful and accurate

adoption by the association. Access the

the last year and the organization is stronger

to the best of their knowledge should be

NAR Model Bylaws at: realtor.org/

for it, says Jarrod Grasso, CEO of the New

sufficient proof.

governance/governing-documents/

REALTOR associations have stepped

As with any multistep process, there

Jersey REALTORS and chair of the AE Com-

The compliance tool functions on these

Changes made in the NRDS system (for

Associations can expedite governing

model-bylaws-for-local-boards and Model

mittee. Many who viewed Core Standards

have been common questions regarding the

MLS governing documents at: realtor.

as the proverbial mountain to climb just a

compliance tool. Here are some tips to help

org/policy/mls-policy/

year ago now realize that they were already

you complete the compliance certification

model-mls-governing-documents.

providing most, if not all, of the services

aspect of the standards.

required to meet the standards.

AEs and presidents need to be careful not

Only AEs, presidents, and presidents-

to log in to realtor.org (and by extension,

elect can delegate access to their associa-

the compliance tool) using a NRDS ID

tions Core Standards compliance form.

number that has been assigned for Point-

Although access to the compliance tool

of-Entry use. Only ID numbers tied to

than 1,000 associations have started the

form is reserved for certain people, any

AEs, presidents, and presidents-elect will

compliance process and submitted their

local or state staff person may, for the

gain access to the tool.

affidavits and examples, and many have al-

purpose of preparation, view a sample

After June 30, 2015, the annual Core

ready been certified. The deadline to certify

of the form here: http://coe.realtor.org/

Standards cycle starts again. Find news

is June 30.

corestand.nsf/samplecore

of changes and updates in the INS

Associations are encouraged to print a

e-newsletter, and consult the online Core

hard copy of the Core Standards criteria

Standards FAQ document on realtor.org.

All thats left now for many associations

is to certify their Core Standards compliance
through the online compliance tool. More

The compliance aspect of the standards

is rooted in trust more than proof, as stated

24

REALTOR AE

SPRING 2015

REALTOR.ORG/RAE

need to know: legal

Drones: Soon, But Not Yet

Although it may only be a matter of time before we start seeing
drones flying over every listing, now is not the time.

eal estate professionals may be

cation of drones, but these rules have not

unmanned aircraft (FAA v. Pirker). The FAA

eager to get those amazing aerial

taken effect yet.

has specifically stated that commercial use

shots, but keep your members

The proposed rule focuses on three main

areas: operational limitations, operator cer-

mercial purposes (unless you have a waiver

tification and responsibilities, and aircraft

Drone anticipation

from the Federal Aviation Administration).

requirements. At a high level, the proposed

Soon drones may enable real estate

One REALTOR, Douglas Trudeau with

rule limits the unmanned aircraft to no more

professionals to enhance their marketing

Tierra Antigua Realty in Tucson, Ariz., did

than 55 pounds, requires the unmanned air-

practices, particularly as they relate to

receive a Section 333 waiver from the FAA

craft to be registered and display markings

uniquely suited properties, such as large

in January for the purpose of real estate

in the largest practicable manner, and re-

farms, properties with breathtaking views,

marketing. However, it is important to note

quires the operator to maintain the drone in

and large commercial properties.

that the waiver was issued to Mr. Trudeau,

safe condition for operation and inspect the

The FAA is seeking comment on all

and did not mean the FAA loosened its

drone before flight to ensure safe operation.

aspects of the proposed rule and NAR will

rules concerning the commercial use of

The rules would further limit drone opera-

be filing a comment letter advocating for

drones. Trudeau spent months of time and

tion times to local official sunrise to sunset

the adoption of a final rule that allows real

thousands of dollars on his waiver process.

and to no more than 500 feet above ground

estate professionals to use drone technol-

Even after securing the waiver, Trudeau is

level. The operator (or the visual observer

ogy in an efficient manner, while taking into

required to hire a licensed aircraft pilot to fly

where one is used) would be required to

consideration the safety concerns the FAA

his drone for him since he does not

maintain constant visual contact with the

is balancing in drafting a rule.

yet have his pilots license. A few aerial

drone without the assistance of any device.

photography companies for real estate

The operator of the drone also would be

that unless they have a waiver or hire a com-

marketing and inspections of home ex-

required to obtain an unmanned aircraft

pany that does, using drones for real estate

teriors, including Capital Aerial Video in

operator certificate with a drone rating.

marketing purposes is illegal.

Texas and FalconSkyCam in California,

have also recently obtained waivers.

use falls within the FAAs guidelines for

Drone rules on the way

333 waiver has been obtained, any imper-

Congress tasked the FAA in 2012 with

missible use of a drone could result in an

integrating the commercial use of drones

enforcement action by the FAA, along with

into national airspace. The FAA has made

substantial fines and penalties. In fact, the

major steps to achieving this directive. In

FAA brought an enforcement action against

February, it issued its notice of proposed

one drone enthusiast and leveled a fine for

rule-making on the operation and certifi-

the careless or reckless operation of an

REALTOR AE

SPRING 2015

For now, continue to remind members

As of today, unless a members drone

hobbyist or recreational use, or a Section

26

includes for real estate marketing purposes.

informed: It is illegal to use drones for com-

Lesley Walker is an associate

counsel at the National
Association of REALTORS.
Contact her at 312-329-8834 or
lwalker@realtors.org.
For the official government word on drones and
updates, direct members to the FAA website
at faa.gov/news/updates/?newsId=76381.
Also, link to the realtor.org Field Guide to
Drones and Real Estate at realtor.org/fieldguides/field-guide-to-drones-and-real-estate

REALTOR.ORG/RAE

AE voices: profile

On Top of the Trends

Tricia Thomas on social media, RPR,
listing syndication, and Core Standards.

oure more likely to find Tricia

Social media to watch is anything

Thomas, CEO of the Bay East Associ-

mobile and livestreamed. Apps such as

ation of REALTORS, Calif., speaking

Periscope and Meerkat allow lives-

to members in the field than in her office. A

treaming of events from an iPhone.

frequent presenter at gatherings around the

Users can engage with us and ask

San Francisco Bay Area, Thomas addresses

questions during the stream. This could

industry hot topics such as social media and

be used to livestream presentations

listing syndication. Bay East has a strong

from a meeting or stream a class and

track record of constantly developing and

post it as a webinar to the website later.

associations and MLSs engage in syndication negotiations with listing portals, they

promoting new programs and services that

enhance the REALTOR image and mem-

Q. Your MLS partners with RPR. What

can take advantage of the collective bargain-

bers ability to successfully conduct their

benefit to members has this technology

ing power of multiple brokers representing

business.

tool brought?

thousands of listings.

Thomas, who recently celebrated her

A. Most of the members who use RPR love

26th anniversary with Bay East, shares her

it, especially the mobile version. The depth

Q. You served on the 2014 AEC work

insights into four hot topics.

of information there is outstanding. But

group tasked with developing resources

its not as widely used as wed like, so weve

to help associations meet the Core

Q. Facebook is fading in popularity among

launched a member benefit campaign to

Standards. Whats your impression of the

small businesses. What do you think is

promote it through videos, webinars, live

first cycle thats almost complete?

the next platform to watch?

classes, presentations at office meetings

A. My association is located in a large

A. Social media is a critical component of our

and marketing meetings, and website

metropolitan area that has 14 local associ-

member and community communications,

features.

ations, and I frequently heard REALTORS

talk about how frustrating it is to move from

but we dont rely solely on Facebook. We

track our social media statistics to measure

Q. What percent of members are

one association to another and not know

the level of engagement and connection on

concerned with how their listings are

what level of service to expect. There werent

multiple channels including Twitter, LinkedIn,

displayed online?

consistent standards in the association

and Instagram, and make adjustments to

A. Our members will pay more attention

environment. While I recognize that creating

our social media strategy. What seems

to this issue after the effects of ListHub no

and implementing the Core Standards has

to work best is continuous incorporation

longer feeding MLS data to Trulia and Zillow

brought considerable hardship for some

of creative images, videos, and recaps

really sinks in. In speaking with brokers and

associations, Ive been really impressed

for various association events. We use

agents, Ive found that the vast majority are

with the commitment of associations to

hashtags in tweets and Instagram posts and

not clear on the terms of the syndication

change. Finding the time to implement and

display signage for our various social media

agreements they signed with the major

track each of the standards added more to

channels in all of our communications and

listing portals. When I explain that theyre

every AEs long list of tasks. But I think this

on the website. Finally, we analyze optimal

allowing the portals to resyndicate listings,

will become easier each year. I believe that

times for posts with Hootsuite, Facebook

create derivative products, and sell leads,

the Core Standards will achieve their goal

Insights, SocialBro and SumAll.com. Our

members are shocked. When brokers and

because they have forced all of us to have

Klout score (measuring our social media

agents go directly to the syndicator and

a laser focus on basic services. Complying

influence) of 61 remains relatively high for a

accept unfavorable terms, it compromises

with the standards will strengthen associa-

local association.

our ability to protect members rights. When

tions and our relationship with our members.

28

REALTOR AE

SPRING 2015

REALTOR.ORG/RAE