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AE Competencies
& RCE Body ofKnowledgeA Guide for the Successful
REALTOR Association Executive
anage the AssociationIts Business Operations
(module 1)
Understand the Structure ofthe REALTOR Organization
(module 2)
Foster EffectiveInterpersonal Relationships
(module 2)
Understand Real EstateIssues and Trends
(module 3)
Acquire and CommValuable Informa
(module 3
2
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The desired skills, attributes, and knowledge base of a successful REALTOR association executive (AE) vary from associationto association, depending on the associations size, organizational structure, and demographics, as well as the diverse needsof its members.
This document identifies five competencies in which an AE shall be proficient to successfully serve the evolving REALTORassociation. Within each competency there are three levels of knowledge. Each of the five competencies is attached to a bodyof knowledge that identifies topics leading to proficiency at the three defined levels. This document can be integrated intodifferent formats for the following uses:
Tool/checklistforassociationexecutivestoassesstheirownstrengthsandneedsforfurthereducation.ReferencetoolforNARsAssociationExecutiveCommittee(AEC)inplanningprofessionaldevelopmentprogrammingand
identifying external sources of education and information.
PreparationfortheRCEexam.
uPleasenotethattheRCEBodyofKnowledgeisidentifiedbyadiamondsymbol
AE Competencies& RCE Body of KnowledgeA Guide for the SuccessfulREALTOR Association Executive
mANAGe THe ASSoCIATIoN ANd ITS BuSINeSS oPeRATIoNSThe ability to prioritize and allocate time, finances, materials, space, and human resources; the ability to plan andcoordinate processes and functions that will produce desired results in a professional environment of trust and respect;
to optimize association resources to ensure effectiveness of association decisions and provide knowledge for members.
anage the AssociationIts Business Operations
Understand the Structure ofthe REALTOR Organization
Foster EffectiveInterpersonal Relationships
Understand Real EstateIssues and Trends
Acquire and CommValuable Informa
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AdmINISTRATIVe leVelPossessgeneralknowledgeofbusinessandfinancialoperations; establish good working relationshipswith service providers and staff; efficiently administerassociation business.
mANAGemeNT leVelDevelop and manage staff around an organizationalplan with clear responsibilities; ensure that strategicplanning and business planning processes are in place.
leAdeRSHIP leVelSeek out new and innovative programs, products andservices; develop creative management solutions;cultivate a highly evolved and trained staff team; be arespected and motivating influence for staff and leade
Assciatin Strctrs an Ratinships
u Understand Board of Choice
u Understand board structure 501(c)6, for-profit
u Understand reciprocity, multi-board management,and online management
Understandconceptofsatelliteoffices
u Understand the shared services concept and theadvantages it offers over mergers
uUnderstandtheadvantages/disadvantagesofmer
and describe how they are accomplishedRoutinelyevaluateotherstructuresandtheirpotebenefits/ramificationsfortheassociation
Researchtheneedforand/orimplementsatelliteoffices
Assciatin Tchngy
u Understand basic database management, includingNRDS,andbeabletodemonstratetheskillsnecessarytobeaPOE
UseWebsiteresourcesincludingREALTOR.org,REALTOR.com, your state association website, and
also social media appsDemonstratecompetencyusingMicrosoftOfficeSuite
or similar software, as well as accounting software
Implementeffectiveandefficientsystemstomanagetasks, contacts, email, and appointments
u Assess computer hardware, software, and integratedoffice needs
uIdentifye-commerceoptions(i.e.NARandothers)
u Identify systems security issues (i.e. virus protection,firewalls, backup systems, hacking)
u List and analyze technology solutions for membersand the association (i.e. electronic key systems,hardware,software,ISPs,PDAs,wirelessservice)
u Identify the principles of association website desigdevelopment, and maintenance
Analyzeassociationtechnologysolutionsandmartrends
Demonstratecompetencyusingtechnologytoolss
as survey webcasts, podcastsImplementtechniquestostayabreastofnewand
emerging technologies
Bgt an Financia managnt
u Understand applicable IRS regulations governing: for-profit and not-for-profit corporations; unrelated businessincome tax (UBIT)
u Understand your states corporate law, tax law andreporting requirements as relevant to the associationsorganization
u Manage the finances of the association bydemonstrating competency in: basic bookkeeping skills;accounting principles; payroll management; applyingfinancialcontrols;schedulingauditsand/orreviews;enforcing policies and procedures
u Understand program-based budgeting
EnsurethattheBoardofDirectorsunderstandstheirrolein the financial management of the associations assets
u Identify components needed to develop, and monitor,and implement program-based budgets
u Identify and plan a capital budget
u Determine pricing parameters for benefits and services
uUtilizeNARse-commercesystem
u
Implement policies to insure compliance with IRSform 990
u Understand the different corporate structures(i.e. not for profit trade, for profit, foundations,subsidiary, etc.)
Developandimplementassociationinvestmentpolicy
u Evaluate whether a foundation can help meetassociations goals
Forecastlong-termassociationfinancialneedsandinvest/planaccordinglytomeetstrategicobjective
Faciitis an eqipnt
u Comply with the provisions of: ADA, fire marshal,zoning, and occupancy restrictions
uImplementappropriateriskreduction/insuranceactivities
Maintainalistofallcapitalequipmentwithdatepurchased, and include depreciation and potentialreplacement costs
Createacontactlistofvendorswhoprovideservicesin your building so the association is prepared in anemergency
Maintainafileofallservicesandcontractsperformedin the building with date service performed, providerand cost
uPerformneedsassessmentsforfacilitiesandequipment;developRFPsforsignificantpurchases
u Create disaster preparedness and recovery program;review annually
u Understand the differences between and benefitsof maintenance, lease, and purchase agreements
Planforbuilding,grounds,andequipmentmaintenance
Understandprinciplesofpropertymanagement
Coordinatevendorselectionandmanageongoingsupplier relationships
Understandconceptsofgreenbuilding;implementin facilities and operations as feasible
Createanannualcapitalassetreplacementplan
Understandthebasicsofbuildingdesignandadvocate green features
Purchase/leaseequipmentorfacilitiesbasedoncost/benefitanalysis
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AdmINISTRATIVe leVel mANAGemeNT leVel leAdeRSHIP leVel
Han Rsrc managnt
u Identify and document staff hiring and terminationprocedures in compliance with employment law
u Understand appropriate federal and state employmentissues including workers compensation insurance,wrongful dismissal and unemployment
uIdentifyquestionsthatmay/maynotbeaskedinjobinterviews
u List the classes protected by federal and state lawDevelopjobdescriptionsforeachassociationstaffposition
Providesystemtoensureallrecordsareproperlyfiledand secure
CreateprocessforannualreviewandupdateofHRpolicies and procedures
Developachecklistfornewstafforientation
u Develop and implement an employee manual; reviewand update as necessary
u Develop and utilize appropriate performanceevaluations for each association staff position
u Utilize proper reviewing, hiring, and interviewtechniques
WorkwithHRlegalcounselonanas-neededbasis
Develop,utilizeandmanageassociationscompensation and benefits programs and providecomparative data to ensure employee retention
Routinelyassesshealthandotherinsurancecoststo ensure programs align with budget
Create,review,andupdateproceduresforHRfunctions and duties in compliance with policies
Motivate,guide,coach,mentor,anddevelopstaff
Createprofessionaldevelopmentstandardsforeaassociation employee
Trackemploymenttrendsandimplementasappropriate
Utilizeresourcesformanagementincludingsalarysurveys, benefit comparisons
Developanemployeeretention,compensationandbenefit program for staff and be able to communicthe benefits of such a plan to association leadersh
lga an Rgatry Activitis
uComply with components of the Americans withDisabilities Act (ADA), state and local regulations
uHavebasicunderstandingofantitrustlawsand
ensure associations compliance with these lawsu Understand how copyright laws impact the
association and ensure compliance
u Understand how music, software, and photo usagelicensing laws impact the association and ensurecompliance
u Implement and maintain a document retention policy
u Maintain awareness of liability concerns for theassociation, officers, directors, committees, and staff
u Maintain compliance with trademark policiesapplicable to the REALTOR trademark
uUnderstandconflictofinterest/dutyofloyalty,andintellectual property policies
u Understand insurance policies particularly E&O and D&O
u Be aware of patent issues in the industry
u Understand the legal liabilities of social media
Workwithassociationlegalcounselasrequired
BeawareofNARLegalActionFundandlegalresources
Haveaworkingknowledgeofstaterealestatelicenselaws
Demonstrategoodjudgmentintherelianceonlegalcounsel and auditors
Understandanddeterminecoverageandlimitsfor
InsuringClause1AandInsuringClause1BofNARsUmbrellaPolicy
Analyzedifferencesbetweeninsurancepoliciesandintegrate with commercial coverage where applicable
Keepabreastofcurrentrealestatelegalandregulatory issues at the federal, state and local level
Understandlegalandfinancialimplicationsoftheassociation and the MLS structure to guide associapolicymaking
Developeducationmaterialsand/orconducteducation session for members on risk reduction
Advocateatlocal,stateandfederallevelonbehalof association regarding real estate related legal aregulatory issues
Establishandnurtureconciliatoryrelationshipswitall regulatory bodies dealing with real estate
mting managnt
u Develop policies with volunteers regarding committeeand agenda preparation, meeting notices, materialspreparation and recording of meeting minutes pursuantto association policy and Roberts Rules of Order
u Work with volunteers to develop successful meetingand event planning procedures including speaker andsiteselection,roomset-up,AVuse,food/beverageand registration and fees
u Understand basic elements of meetings contractsincluding cancellation policies, insurance policies andvendor liability law
u Ensure policies are in place to address attendeesrequiring special accommodations
Handlespeaker/specialguestarrangements
Implementmeetingpolicies,includingregistration,cancellation, and refund
Workwithvolunteerstoseeksponsorsforprogramsand events
uUtilize alternative tech tools for meeting vehicles(conference calls, videoconferencing, podcasts,webinars, etc.)
Planconferences,tradeshows,andotherassociationevents
Developprocessformaximizingmemberinputintomeeting and event planning via surveys, focus groups,task forces and committees
Researchandrecommendappropriatespeakersandpresent to member committees
Developrelationshipswithkeysponsorstoensurecontinued association involvement
Participateinprofessionalmeetinggroups
Researchandnegotiatefavorablecontractsforspeakers and facilities
Createsponsorshipprograms,coalitionsandpartnerships to enhance association goals
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AdmINISTRATIVe leVel mANAGemeNT leVel leAdeRSHIP leVel
mting managnt (cnt)
u Understand how to prepare budgets; identify costsand revenue sources
u Develop, with volunteers, procedures for meetingfollow-up and evaluation
EnsureWebassociationcalendarisupdatedwithmeeting and event information
Promoteconferences,tradeshowsandother
association events
mbrship dvpnt
u Gain basic understanding of strategic goals formembership development
u Understand all member types and benefits offered toeach member segment
Gainbasicunderstandingofassociationsmemberbenefits and programs at all three levels of theREALTOR organization
Createprocesstoensureprogramsarereviewedandupdated at least annually
MakesureassociationcontributestoNARnewmemberandannualmembershipbrochureslocal/statesection
BefamiliarwithREALTOR counts and membershipinformationpostedbyNAR
u Identify the components of a successful membershiprecruitment/retentionprogram
u Understand the environment external to the associationand its impact on membership development
Developamemberbenefitsprogram
UnderstandrelationshipofassociationandprimaryMLS
Understanddemographicsofmembersincludingfirmsize, number of firms, years in the business
Understanddemographictrendsinlocalmarketplace;
incorporate into member recruitmentIdentifyopportunitiestopromotetheassociation
and its member benefits in programs including localevents, in-kind sponsorships, etc.
u Understand emerging trends in other associationsand other industries and measure the impact ofthose trends on the association.
Identify,developandpromotememberbenefitstargeted at specific member segments (i.e.commercial, appraisal, new homes, etc.)
Panning an Visining
u Understand the difference between business plans,strategic plans, annual work plans, mission and thevision statements
Knowhowtosurveyassociationmembers,whatsurveyoptions are available (especially e-survey tools)
Workwithvolunteerstodeterminewhatsurveyquestionsshould be asked and how to interpret the results
UtilizeNARsplanningresourcesincludingtheREALTORAssociationModelsPlanningToolandthe Association Outreach consulting services.
u Develop, implement, and evaluate business plansand annual work plans
u Implement budget integration with business plan
u Define and implement structural and internal audits
Knowtheassociationshistory,cultureanddirection
Recognizetheimportanceofeffectiveneedsanalysis,including both surveys and focus groups
Createandimplementsystemstomeettheneedsand requirements of the members, today and intothe future
Utilizetodaysfactswithavisionofthefuturetoshape and develop the associations direction
Prct/Prgra dvpnt
u Classify core vs. optional services
u Identify the components and benefits (including non-dues revenue opportunities) of the following memberbenefits/businessopportunities:legalservices,affinityagreements, group purchasing, insurance programs,lockboxes/lockboxadministration,non-residentialservices and programs, real estate informationservices, real estate office automation
IdentifyandcommunicateavailableNAR,state,andlocal (if applicable) programs and products
u Develop and conduct a member needs assessmentto determine products and services needed
Performcost/benefitanalysisforservicesofferedbythe association
Selectandimplementmemberbenefits/businessopportunities including: service centers, strategicalliances, online business, etc.
Prfssina Srvics
Volunteersandstaffidentifycompetentprofessionalservice relationships (legal counsel, financialconsultantsandauditors,technical/computerconsultants, management consultants, et al.)
u Identify and develop criteria for the procurement,management, evaluation and termination ofprofessional service relation-ships: legal counsel,financialconsultantsandauditors,technical/computerconsultants, et al., for the Boards decision
uUnderstandhowtoconductneedsanalysisandRFP
Select,contractandeducate:legalcounsel,financconsultantsandauditors,technical/computerconsultants, et al., on required local, state andnational policies
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uNdeRSTANd THe STRuCTuRe oF THe ReAlToRoRGANIZATIoNWITHIN THe CoNTeXT oF THe eVolVING ReAl eSTATe INduSTRYDemonstrate the ability to analyze, interpret, and apply REALTOR association governance, policies, and procedures;to understand and work with the governance and structure of the REALTOR association.
AdmINISTRATIVe leVelPossessworkingknowledgeoftheREALTORorganization and of governing documents; ensure
that association governing documents are incompliancewithNAR.
mANAGemeNT leVelAcquire a more proficient and detailed understandingofNARpolicyandprocedures,aswellasthoseofyour
local and state associations; take a more active role inthe REALTOR organization.
leAdeRSHIP leVelMake a difference contribute to policy formulationthe direction of the REALTOR organization.
Gvrning dcnts an Picy
Understandthecomponentsofandbeabletoapply/comply with the following:u Association code of conduct and enforcement
uBylaws,NARModelBylaws;Constitution;andArticles of Incorporation
u Enforcement of dues formula
u Function and purpose of governing documents,policies, and procedures
u Three Way Agreementu Maintain governing documents compliance withNARpolicy(policyrationaleandprocess)
u Recertification requirements
StateConstitutionandBylaws
MLSrulesandregulations(ifapplicable)
Makevolunteerleadersawareofkeydocumentsand policies
AttendNARmeetingstolearnaboutupcomingchangesinbylaws,policies,and/orMLSrulesandregulations and present needed changes to theappropriate local governing bodies of the associationfor implementation
Identifycurrenttrendsandsituationsthatposealegitimate conflict with existing governing docume
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AdmINISTRATIVe leVel mANAGemeNT leVel leAdeRSHIP leVel
Institts, Scitis, an Cncis, an NAR dsignatins, Crtificatins, an Crtificat Crss
u Identify the various Institutes, Societies and Councilsand understand the scope of their respectivedesignations
uIdentifythevariousNARDesignations,Certificationsand Certificate Courses and understand the scope oftheir respective designations
u Describe the Institute Affiliate dues program
u Be aware of programs that REALTOR Universityoffers
BeawarethatdesignationsoutsidetheREALTORfamily exist
Promoteaffiliateeducationprogramsanddesignations
uKnowthepurposeoftheREALTORSCommercialAlliance (RCA)
u Identify and assess the need for developing specialtysections or councils in our association (i.e., appraisers,property managers, et al.)
Administerspecialtyeducationcertificationprograms
Describepartnershipopportunitiesthatareavailable
when offering designation courses
ManagethelocalchaptersofInstitutes,SocietiesaCouncils
Developand/ormanageaCommercialOverlayBo
Establishspecialtysections/councilsanddevelopprograms to meet this need
mbrship Picis an Prcrs
uUnderstandtheantitrustimplicationsofboard/association of choice
u Understand how board of choice policies apply toother association services
uUnderstandNARsOrganizationalStandardsforLocalBoards and Associations
u Identify, implement and enforce member policies andprocedures, including:
membership qualification criteria
application process
membership privileges and obligations
u Volunteers and staff develop and conduct newmember orientations if required by local bylaws
Becomefamiliarwithmembershippoliciesandprocedures utilizing resources on Realtor.org
Promoteonlineorin-personCodeofEthicsclassestosatisfytheNARQuadrennialrequirement
uEnsurecompliancewithNAROrganizationalStandards
Educateyourvolunteerleadersontheantitrustimplications of board of choice
Reviewandrevisenewmemberorientationcurriculumas necessary
UnderstandtheStandardofConductbetweenassociations
Selectandevaluatenewmemberorientationinstructors (staff, paid volunteers, or otherprofessionals)
mlS Picis an Prcrs
uKnowthedifferencebetweenanMLSsubscriberandparticipant
uUnderstandNARmodelrules,regulationsandbylaws
uUnderstandNARMLSAntitrustCompliancePolicy
u Understand on-line listings including non-REALTORaggregated listing sites
u Understand MLS delivery systems
uKnowthedifferencebetweenIDXandVOWandunderstand how MLS addresses each one
u Ensure MLS rules are being followed; establishprocess to address violations in a timely manner
UnderstandthefunctionalityofyourMLSsystem
ConductannualreviewofMLSpoliciesandprocedures
u Understand RETS concepts and the benefits ofREALTOR data sharing
u Understand key legal and regulatory issues thatimpact MLS functions, including agency, procuringcause, compensation, and intellectual property rights
EnsurepoliciesareincompliancewithNARrulesandregulations
Determinewhoshouldhaveaccesstodataandwhatthe level of access should be
Developandimplementpoliciesregardingthepubdistribution and use of MLS statistics
Stayabreastandinformedofproprietaryandlicenissues, strategic alliances, and their ramifications
Formcollaborativegroupstoshare/distributeMLSdata if it is in the best interest of the association.
Findcreativewaystomaximizecollaborativegrouwhich will showcase the value of REALTORS andtotal MLS information provided through REALTOR
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AdmINISTRATIVe leVel mANAGemeNT leVel leAdeRSHIP leVel
Pitica an Gvrnnta Affairs
uListNARpublicpolicyprogramsandservicesandnational level governmental advocacy programs
u Understand the fundamentals of grassrootsmobilization
u Routinely review current REALTOR organizationlegislative priorities
uUnderstandcomponentsofRPACfundraising
AdministerRPACprogramsandactivitiestoincreaseparticipation
u Understand and communicate to members andleadership REALTOR related political issues
u Understand federal, state, and local election lawrelated to political action committees
u Understand issues mobilization funding and relatedprograms(NARorstate)
u Educate members on the value of participating inlocal, state, and national Call-to-Action programs
uUnderstandNARSharedGADprogram
uUnderstandcomplianceissuesforRPACcontributions
that accompany dues billing and the reportingrequirements for such
uUseresourcesavailablethroughNAR(My REALTORParty)
Promoteandencouragevoterregistrationandparticipation
ConsiderinvestingfairsharetoRPAC
u Define issues mobilization
u Identify resources or process to ensure association isin compliance with federal, state and local electionlaw related to political action committees
u Confirm process is in place to ensure compliance withlobbying laws and regulations
uUnderstandcomplianceissuesforRPACfundraisers,
contributions and reporting requirements for such
Fosterrelationshipswithgovernmentalelected/appointed officials and candidates
Strengthenassociationsadvocacyplatformviagrassroots mobilization
Understand,developandimplementpolicyforcandidate endorsements
Participateincommunity-basedcommitteesorpolitical events
Keepabreastofkeydevelopmentsaffectingrealestate industry
Administerlocal,state,andnationalCall-to-Action
programsAssesstheneedforaGADonasharedorstand-
alone basis
ConsiderbecomingRPACmajordonor
Promoteandcommunicatelegislativeprioritiesatlocal, state and national levels
Encouragememberpoliticalcampaigninvolvemen
Buildsuccessfulcoalitionstoadvanceassociationstrategies
Lookforopportunitiesforleadershipparticipationin high visibility or key communication or statewid
groups
Influenceandadvancelegislation/regulationfavorto the real estate industry
DevelopstrategiestoelectREALTOR-friendlycandidates
Prfssina Stanars (picis an prcrs)
uKnowcomponentsoftheCodeofEthics,theNARHandbookonMultipleListingPolicy,andtheCodeof Ethics and Arbitration Manual
u Describe the general steps for processing an ethicscomplaint and for processing an arbitration request(including who is eligible to file and the differencesbetween an ethics complaint and an arbitrationrequest)
u Ensure that members know the role and functionof both a grievance committee and a professionalstandards committee
uUnderstandandimplementNARsQuadrennialandNewMemberEthicstrainingrequirements
u Understand and enter into a cooperative enforcementagreement
uUnderstandNARhasaREALTOR AssociationDisputeResolutionProcess
AttendstateandNARprofessionalstandardstraining
CompletetheCertifiedProfessionalStandardsAdministrator Course
EnsurethatthemembersoftheProfessionalStandards Committee know and understand the basicdefinition of procuring cause
ReviewtheCodeofEthicsandArbitrationManual(CEAM)withthemembersoftheProfessionalStandards Committee
u Identify the components and benefits of the disputeresolution system (DRS)
u Understand the role of the Board of Directors intheProfessionalStandardsProcess
Promotethebenefitsofthemediationprocess
Applymediationtechniqueslearnedbyparticipatingin mediation training
CompleteProfessionalStandardsAdvancedAdministrative Concepts Self-Study course
ProvideorconducttrainingforGrievanceandProfessionalStandardsCommittees
Promoteanenvironmentwherecamaraderieamoncompetitors exists
Promotetheprofessionalstandardsprocessasanequitable means of dispute resolution
Promotetheprofessionalstandardsprocessasameans to promote professionalism
UnderstandareasoftheCodethatareinconsistenwithstatelaw/regulationsandpromulgatetomembers
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FoSTeR eFFeCTIVe INTeRPeRSoNAl RelATIoNSHIPSTheabilitytoaccomplishobjectivesthrougheffectiverelationshipsandpartnershipswithavarietyofinternalandexternal constituencies and coalitions; the ability to integrate social, organizational, and technological considerations toimplement the most efficient structures and processes; to effectively manage and work with staff and volunteers and todevelop effective coalitions.
AdmINISTRATIVe leVelCreate an internal and external network of informationresources for yourself.
mANAGemeNT leVelParticipateinyourassociationscoalitionprocess;initiate planning as well as implementation processes;become an active participant and credible source forreal estate issues in the community.
leAdeRSHIP leVelTake the lead in developing strategic alliance relations coordinate efforts, build coalitions, seek out a leaderroleatNAR;shapeanddevelopfutureleaders;serveamentor.
Wrking with Vntrs
u Understand the role of leadership, volunteersand staff
u Understand the differences between committee,task forces and workgroups
u Seek training on elements of successful volunteerleadership
u Issue at minimum an annual call for volunteersto serve
RecognizevolunteereffortsIdentifyopportunitiesforvolunteerstodevelop
their skills
Informvolunteershowtoactinthebestinterestof the association
u Implement programs to develop effective leadership,committees, and workgroups
u Develop programs to recruit, reward, and retainvolunteers
u Develop and implement an association policy manual
Understandtheneedtoadaptgenerational/motivational preferences of volunteers
Identifyandemploytechniquestoimprovethe
volunteer experienceDevelopsystemstoensuresuccessfulvolunteer/staff
collaboration
Partnerwithleaderstocraftworkplansforvolunteergroups that tie into organizational goals and efforts
Anticipateandenactpreventativemeasuresforinterruption of leadership continuity
Trainvolunteershowtoactinbestinterestoftheorganization
u Implement a local leadership training program
Developaninclusiveleadershiprecruitmentprograreflective of diverse makeup of your geographic arand your membership
Understand,andaccommodatedifferentleadershistyles, motivational and generational preferences
Understandgroupdynamicsandusethatknowledto develop effective teams
Determinethenecessarycompetenciesandexperieneededtobeanassociationofficer/leader
Identifycandidatesforstateandnationalleadershtraining programs or academies
Identifyandpromoteoutstandingvolunteersforhigher positions within the REALTOR family
Balancevolunteerinputwithneedsoforganizatiooptimal involvement and results
Adaptvolunteerinvolvementstructuresfornon-traditional models to tap new talent
Empowervolunteerstoactinbestinterestoftheorganization
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AdmINISTRATIVe leVelPossessabasicunderstandingoftherealestatendustry functions of an agent, broker, firm;
understand members and their business in yourmarket area.
mANAGemeNT leVelDevelop a working knowledge of real estate licenselaws and real estate firm operations; focus more on theindustry and industry trends; develop working relation-ships with your organizations internal and externalconstituents.
leAdeRSHIP leVelIdentify critical issues and trends before they impact members; have trust and confidence in industry lead
divrsity an Gba
u Understand diversity in association offices (staff)and real estate offices (both staff and agents) andcommunities
Knowwheretofindinformationoncurrentgeneralindustry trends
Knowwheretofindinformationonthemakeupofstate and local diversity statistics
uConsiderimplementingNARdiversityprograms
uRaiseawarenessofNARGlobalProgramsandservices to share with members
Understandmarketdemographicsandthesourcesofthat information
StrivetoachieveBOD/committeesthatreflectyourdiverse membership
Identifypotentialleadersinassociationrepresentingdiverse backgrounds
Promotecoalitionbuilding
Identifyandpromotecommunityoutreachprogram
Identifyandpromoteleadershipdevelopmentprograms
Establishmentoringprograms
Fair Hsing
uKnowfederal,stateandlocalfairhousinglawsapplicable to real estate
u Identify acceptable advertising practices
Reviewavailablefairhousingmaterials(NAR,localfair housing groups, etc.)
Understandlegalandethicalimpactonthemarketplace
Developorprovidefairhousingeducationprogramsfor members
Promoteprinciplesoffairhousing
Developcoalitionsandworkwithadvocacygrouppromote principles of fair housing
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uNdeRSTANd ReAl eSTATe ISSueS ANd TReNdSThe ability to thoroughly understand the diverse elements and issues which foster a successful real estate operation; theability to understand the changing forces that are shaping the industry and manage through these changes to ensure anenvironment that puts the REALTOR at the center of every real estate transaction; to be able to understand, analyze,and affect the impact of issues and trends in the industry.
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ACQuIRe ANd CommuNICATe VAluABle INFoRmATIoNThe ability to acquire, interpret, and communicate information that is valued and relevant; the ability to market the valueof programs and services that meet member needs; the ability to integrate information, knowledge, communicationskills, and technological tools to achieve desired end-results; the ability to relate information from outside sources andindustry trends (i.e. the need to get involved with government agencies, etc.)
AdmINISTRATIVe leVeldentify appropriate communication channels and usethem to gain and disseminate information.
mANAGemeNT leVelIdentify and analyze valuable information, andcommunicate its impact; manage comprehensivepublic relations and outreach programs; form animage in the community.
leAdeRSHIP leVelBecome a trusted and sought-after source of valuableinformation for all publics; master communicationmethodstocollectanddisseminateknowledge;deva comprehensive member communications system.
Cnicatins an Pbicatins
u Work with volunteers to create and implement acommunication plan, including how and when tosend and receive messages, planning, process,frequency and delivery
Evaluatehowbesttocommunicatewithyourmembers
Utilizeeffectivelisteningskills
Analyzecommunicationvehicles,includingemail,
and their best uses for your association and usethem accordingly
EnsurePresidentandPresident-ElectsubscribetoPresidentsTalklistservandurgethemtoattendRoundtablesatNARmeetings
u Identify and promote the use of electroniccommunications (listservs, blogs, website, chatrooms, social networking, electronic newsletters,QRcodes,video)
uUnderstandprivacylaws(Do-Not-Call/Fax,CanSpam,etc.) as they pertain to association communications
Utilizeappropriatebusinesswritingskillsspeeches,articles, and other written communications
Assesstheeffectivenessoftheassociationscommunications
Seekoutpublicspeakingengagementsandspokesperson training
Developacommunicationplantargetingmembershipsegments, including newsletters, brochures,advertising vehicles, web sites, social media, etc.
Developacommunicationplantoimproverelationships with media
Createpositivepressreleasesdesignedtopromotehousing and encourage the use of REALTORS
UnderstandCRM/membershipcommunicationsplatform management
u Analyze current internet (websites) communicatioand develop with leadership a comprehensive intecommunication platform which includes design, dasecurity, e-commerce features, and methods to dritraffic to the site(s)
Researchandutilizeemergingcommunicationtechnologies
Createopportunitiestomentorupcomingleaders(staffandvolunteer)inwriting/speakingskills
Developandpublishrelevantrealestatestatisticsarticles for local news media to highlight the valuethe REALTOR association
Createacomprehensivecommunicationtrainingprogram for members to include brochuredevelopment, target messaging, non-verbal, confidspeaking skills, relevant real estate statistics, etc.
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AdmINISTRATIVe leVel mANAGemeNT leVel leAdeRSHIP leVel
ecatin
u Develop and maintain effective education programrecord keeping and administration
uUseresourcesavailablethroughNAR(REALTORUniversity)
Workwithstateandneighboringassociationstopresent training programs
u Identify delivery systems and explore cost effectivesources and venues
u Identify and negotiate fees relating to educationcourses: instructor fees and expenses, room rental, etc.
u Determine course fees based upon a cost analysis
Evaluateproposalsfornewcourseofferingstodetermine individual relevance
Conducteducationalneedsassessmentsbasedongenerations, levels of learning, methods of teaching,trends, etc., in order to provide the best educationalofferings for members
Developaneffectiveevaluationprocessforeacheducational offering and compile a summary forevaluation and planning purposes
Developannualeducationplanwithcorrespondingbudget
Identifyinstructorsfromwithinyourorganization
Encourageandallowforstaffprofessionaldevelopment
u Identify alternative sources and venues (i.e. distanlearning, online education, shared services, podcawebcasts, etc.)
Developacomprehensiveeducationstrategythatmeets the needs of members, staff, media and thepublic
Developcurriculumwithinstructionalobjectives
Workwithinstitutionsofhigherlearningtocreatedynamic real estate curriculum
Developandconductinstructortraining
markting
u Understand the differences between marketing andselling
u Conduct need assessments
u Understand and evaluate marketing process, functionsand applications
u Identify and develop marketing plans ( i.e. targeting,timing, exit strategies, etc.)
Applyknowledgeofmarketingtangibleandintangible member services
Assessandcritiqueeffectivenessofoverallorganizational marketing efforts (i.e. compilationof all separate marketing efforts at the managemelevel timing, method, audience, overlappingstrategies, etc.)
Pbic Ratins Prgras
u Utilize fill-in-the-blank news releases and real estatefactsprovidedbyNARandstateassociation
BeabletocommunicatethepurposeofNARsPublicAdvocacy Campaign
u Develop and maintain a crisis management plan
u Understand the functions of public relations (publicrelations vs. publicity)
u Utilize the components of a public relationsprogram, including news releases and other mediacommunications
uPromoteREALTOR value
Enhancecommunityrelations
u Develop and maintain a media relations plan
Facilitatepublicrelationscoalitionbuilding
Plan,implement,andevaluateapublicrelationsprogram, including press conferences, radio, televand other electronic delivery
Prepareleadershiptoeffectivelycommunicatewitmedia (such as spokesperson training, etc.)
8/2/2019 2012 AE Competencies & RCE Body of Knowledge
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For More Information Contact:
The Association Leadership Development DepartmentRenee Holland at 312/329-8545; rholland@realtors.org or
Krystal Allen, 312/329-8514; kallen@realtors.org