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REALTORS® ARE THE HEART OF THE DEAL
2012 Issues and Challenges
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Letter from President-Elect Moe VeissiFor more than 100 years, REALTORS® have answered many calls. The most important, of course, comes
from our clients and consumers seeking our unique and expert knowledge on residential and
commercial real estate. On a larger canvas, we responded to the call to build stronger and more vibrant
communities and we replied with professionalism and vision when shaping our industry for the greater
good of our nation.
There is no doubt we have given our hearts to our clients, our communities and our exceptional nation.
I have said it before, and I’ll say it again, I firmly believe that REALTORS® are the Heart of the Deal .
2012 will be no different, except we will be giving more of ourselves than ever before. The challenges
we face are daunting, but not insurmountable. To ensure our hearts are in the right place we must first
identify those critical issues and challenges we are certain to encounter this year.
First, for REALTORS® to remain at the heart of the deal we must focus on three critical aspects to every
transaction – our influence, consumers’ thinking and the professionalism we bring to the table.
Second, we must have faith that pumping new blood into public policy issues affecting real estate will
create the confidence to rebuild our industry for the coming century. This includes sticking to our
principles when it comes to maintaining current tax benefits, yet also focusing on the future of the
secondary mortgage market.
Third, 2012 is a year where sharing our hearts will be essential to our success. We can achieve this by
enhancing collaboration between NAR and state and local associations, expanding member benefits and
applying social media to our advocacy, marketing and member development.
This document outlines each of these challenges and provides you with information on critical solutions
that you can use to help our members address them. With each solution, we have provided contact
information for NAR staff experts, who can answer questions and help you in the year ahead. Please
make the most of these resources.
The year ahead asks that all of us work together to help our members prosper and succeed. In my heart
of hearts, I am confident that the indomitable spirit of REALTORS® will prevail.
This is why REALTORS® are the Heart of the Deal.
Sincerely,
Moe Veissi
2012 NAR President
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Contents
2012 Issues and Challenges ................................................................................. 1
Letter from President-Elect Moe Veissi ............................................................... 2
REALTORS®
ARE THE HEART OF THE DEAL ........................................................... 5
Issue: REALTORS®
Are at the Heart of Influence ...............................................................................5
Challenge: Focusing On Our Priorities .................................................................................................. 5
Challenge: Pumping Up Our Presence .................................................................................................. 6
Issue: REALTORS® Are at the Heart of Consumers’ Minds .................................................................7
Challenge: Reaching Consumers with Positive Messages..................................................................... 7
Challenge: Helping REALTORS®
Grow Their Businesses ........................................................................ 8
Issue: REALTORS®
Are at the Heart of Professionalism ................................................................... 10
Challenge: Providing Resources to Meet Changing Demands ............................................................ 10
Challenge: Keeping REALTORS® Relevant through NAR’s 2
ndCentury ................................................ 12
Challenge: Reaffirming Our Commitment to the Code of Ethics ........................................................ 15
PUMPING NEW LIFE INTO THE REAL ESTATE MARKET ....................................... 16
Issue: Preserving Home Ownership Tax Benefits ........................................................................... 16
Challenge: Protecting Long-Established Tax Incentives for Home Ownership ................................... 16
Issue: Focusing on the Future of the Secondary Mortgage Market ................................................. 17
Challenge: Ensuring Mortgage Liquidity in All Conditions .................................................................. 17
Issue: Providing Access to Affordable Mortgage Products .............................................................. 17
Challenge: Keeping Home Ownership Opportunities Available ......................................................... 17
Issue: Ensuring Affordable and Available Property Insurance ......................................................... 18
Challenge: Creating Stability in Flood Insurance ................................................................................ 18
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Issue: Protecting Property Rights While Preserving Water Quality ................................................. 19
Challenge: Balancing Water Quality and Property Rights................................................................... 19
SHARING OUR HEARTS ...................................................................................... 20
Issue: Enhancing Collaboration between NAR and State and Local Associations ............................. 20
Challenge: Developing Resources of Value for Associations .............................................................. 20
Challenge: Strengthening the Bond between NAR and REALTORS®................................................... 22
Challenge: Stabilizing Communities Hurt by Foreclosures ................................................................. 23
Challenge: Encouraging Diverse Membership and Leadership .......................................................... 23
Issue: Expanding the Benefits of Membership ............................................................................... 24
Challenge: Creating Partnerships with Industry Leaders .................................................................... 24
Issue: Applying Social Media to Advocacy, Marketing and Member Development .......................... 26
Challenge: Utilizing Digital and Social Media Tools Effectively ........................................................... 26
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REALTORS® ARE THE HEART OF THE DEALFor more than 100 years, REALTORS
®have been at the heart of the deal that opens the door to
private property ownership. In the face of unprecedented challenges, real estate is seeking to
redefine itself for a new generation. Three aspects of the deal – influence, consumer thinking and
professionalism – are crucial for REALTORS® to remain at the heart of the deal in 2012.
Issue: REALTORS ® Are at the Heart of Influence
If REALTORS®
are the heart of the deal, then our more than one million members bound
together become The Voice for Real Estate®
. That voice reverberates through the corridors of
power and in our communities. Now, with once-in-a-generation challenges facing our industry,
REALTORS® must be the beating heart that influences the real estate industry for the good of
our members and the economic strength of our nation.
Challenge: Focusing On Our Priorities
SolutionsMy REALTOR
®Party
The gateway for every REALTOR® association to custom design your own package of
community involvement and political leadership programs is through “My REALTOR ®
Party.”
By accessing any number of the more than 60 tools, funds and turn-key implementation services
offered through “My REALTOR® Party,” you can custom build the community outreach and
advocacy package that best fits your association’s unique needs. “My REALTOR® Party” is
there to help you make it happenStaff Contact: Gerry Allen, (202) 383-1109
Learn more about My REALTOR®
Party
URL: www.myrealtorparty.com
REALTOR®
Party Initiative
The real estate industry is facing monumental issues – in Congress, in the regulatory agencies
that govern mortgage financing, in the statehouses dealing with critical budget crises and
declining property tax revenues and in municipalities and counties. Each of these issues impact
the ability of REALTORS® to do business and serve clients. The REALTOR® Party Initiative is
a partnership between NAR and state and local associations to help REALTORS® be influential
at all levels of government, to share our collective expertise about the industry and to advocate
for the rights of the nation’s home owners.
Staff Contact: Gerry Allen, (202) 383-1109
Learn more about the REALTOR®
Party Initiative
URL: www.realtor.org/topics/membership/qa_2012dues_increase
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REALTORS®
Political Action Committee
The REALTORS® Political Action Committee raises funds that are invested in candidates that
support the values of REALTORS®. The money to accomplish this comes from voluntary
contributions. REALTORS®
who contribute to RPAC, recognize how important campaign
fundraising is to the political process. RPAC doesn’t buy votes. RPAC enables REALTORS ® tosupport candidates who support us.
Staff Contacts: Scott Reiter, Political Disbursements, (202) 383-1072, or Ed Lawler,
Fundraising, (202) 383-1156
Learn more about the REALTORS®
Political Action Committee
URL: www.realtoractioncenter.com/rpac/
Challenge: Pumping Up Our Presence
SolutionsPublic Advocacy Campaign
Home ownership, as well as all of real estate, including the commercial sector, is facing daunting
challenges. The National Association of REALTORS® is confronting these issues head on.
Through the Public Advocacy Campaign, NAR’s national advertising efforts are now focused on
the advocacy issues that affect REALTORS® and their clients’ ability to buy, sell and own real
estate. Those issues include access to affordable mortgage financing, tax incentives to home
ownership, overly stringent credit requirements and cumbersome short sales and foreclosures.
Television, radio, print and online ads that emphasized the connection between housing and jobs
began running earlier this year. This fall, watch for new campaigns that allow NAR to deliver
our messages quickly and effectively to consumers and public policymakers.Staff Contact: Stephanie Singer, (202) 383-1050
Learn more about the Public Advocacy Campaign
URL: www.realtor.org/advocacycampaign
REALTOR®
Action Center
REALTOR® Action Center allows REALTORS® to stay informed about national, state or local
legislative issues and to take action regarding public policies critical to the real estate industry.
This online tool can be used to target Calls for Action, communicate with other members and
provide REALTORS®
with the option to e-mail lawmakers at the state and local government
level.Staff Contact: Claire McDonough, (202) 383-1080
Learn more about the REALTOR®
Action Center
URL: www.realtoractioncenter.com
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Issue: REALTORS ® Are at the Heart of Consumers’ Minds
Consumers who are looking for a successful real estate transaction understand that a
REALTOR® provides unparalleled market knowledge and customer service. NAR promotes the
unique qualifications of REALTORS®
in every way to ensure that REALTORS®
are at the heartof consumers’ minds every time they are looking to buy, sell or rent property.
Challenge: Reaching Consumers with Positive Messages
SolutionsHome Ownership Matters Campaign
NAR launched the Home Ownership Matters campaign to promote the value of home ownership
to individuals, to communities, and to society and to counter media reports suggesting America
might be better off as a nation of renters. Through advocacy and outreach to lawmakers,
consumers, thought leaders and the media, NAR is working to preserve home ownership as partof the American Dream and provide REALTORS® and state and local associations with valuable
information and tools to address concerns about the value of home ownership from clients and
the community. An integral aspect of the campaign is the Home Ownership Matters nationwide
bus tour that brings the inspiring message of home ownership to communities across the country.
Staff Contact: Pamela Geurds Kabati, (202) 383-1044
Learn more about the Home Ownership Matters campaign
URL: www.realtor.org/homeownership
HouseLogic
HouseLogic, brought to you by the National Association of REALTORS®, helps fulfill NAR’s
strategic goal to build a strong relationship with consumers for the purpose of advancing NAR’s
public policy agenda and helping consumers think of REALTORS® as their trusted advisors on a
broad set of home ownership related topics, beyond just the purchase and sale of a home.
HouseLogic engages consumers through a website with free information about all aspects of
home ownership. From time to time, NAR asks them to advocate with NAR for public policies
of mutual self-interest, increasing NAR’s effectiveness in shaping federal housing-related public
policy. The site also helps to positively shape consumer perceptions of REALTORS®
.
Staff Contact: Anne Feder, (312) 329-8314
Learn more about HouseLogic
URL: www.houselogic.com
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Real Estate Today
NAR’s nationwide talk radio program, Real Estate Today, strengthens the relationship between
consumers and REALTORS®. It became the fastest growing real estate radio show in America in
2010. The program positions REALTORS® as the most credible and timely source of real estate
information, while also promoting to consumers to use a REALTOR® when buying, selling, or
investing in real estate. The show is currently heard on 150 radio stations around the nation,
including Washington, D.C., New York City, Portland, Ore., Seattle and more. Satellite radio
subscribers can also hear the show on XM and Sirius stations. The show has as many as 3.2
million listeners a month.
Staff Contacts: Stephanie Singer, Promotion, (202) 383-1050, or Stephen Gasque, Content,
(202) 383-1172
Learn more about Real Estate Today
URL: www.retradio.com
Challenge: Helping REALTORS® Grow Their Businesses
SolutionsCommercialSource.com and Commercial.REALTOR.com
CommercialSource.com aggregates broker-loaded listings for individual REALTORS® as well as
commercial information exchanges and commercial real estate firms and displays them on
commercial.REALTOR.com. REALTOR.com® in turn aggregates commercial listings for MLSs
and displays those on commercial.REALTOR.com. The result is one cost-effective solution for
marketing commercial listings world-wide with no additional cost to REALTORS®.
Staff Contacts: Chere LaRose-Senne, (312) 329-84555, or Jan Hope, (312) 329-8574Learn more about CommercialSource.com and Commercial.REALTOR.com
URLs: www.commercialsource.com and http://commercial.realtor.com/
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REALTOR.com®
The No. 1 real estate website, REALTOR.com®, displays more than 3.8 million listings. To stay
a step ahead of consumer search habits, REALTOR.com®
developed applications for mobile
devices such as iPhone, iPad, Android and can be utilized on Windows 7 products. These
applications have been downloaded more than 5.5 million times. Improvements to the user-
friendly “Find A Home” search function make it easier and quicker for consumers to find
properties. Consumers can view more pictures, locate open houses and learn more about
communities and home values by using the upgraded map features supported by Microsoft
Virtual Earth and Google Street View. REALTOR.com® also credits REALTORS® on their
recently sold homes. The all-new “Find a REALTOR ®” directory offers every member and
office a profile page at no cost, providing the most accurate and complete marketing directory on
the internet.
Staff Contacts: Tim Kline, (312) 329-8598, or Ken Burlington, (312) 329-8360
Learn more about REALTOR.com®
URL: www.REALTOR.com or www.BenefitsAtREALTOR.com
REALTOR.com®
International Website
To provide greater global exposure for members’ listings, NAR recently announced that
REALTOR.com® will expand to include worldwide listings beginning in November 2011.
Enhanced features of the site include translations of U.S. listings in multiple languages, inclusion
of international listings and area and currency conversions. Additionally, another resource
available to REALTORS® is the Certified International Property Specialist designation, giving
REALTORS® the tools and knowledge to capitalize on the rapidly growing global market.
Staff Contact: Katie Stouffs, (312) 329-8272
Learn more about Global REALTOR.com® URL: www.realtor.org/global
REALTOR®
Trademark Awareness Program
The term “REALTOR ®
” is not only a trademark owned by NAR and protected by federal law,
but more importantly, it is a valuable benefit of NAR membership. When used properly, the
trademark helps members succeed because it distinguishes them from someone who is “just
another real estate agent.” The REALTOR ®
Trademark Awareness Program addresses this
challenge by protecting and helping members and consumers recognize the meaning of NAR’s
valuable trademarks.
Staff Contacts: Michael Thiel, (312) 329-8373, Katie Johnson, (312) 329-8372, or Mary
Newill, (312) 329-8380
Learn more about the REALTOR®
Trademark Awareness Program
URL: www.realtor.org/law_and_policy/trademark_video
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Issue: REALTORS ® Are at the Heart of Professionalism
From the beginning of the association, REALTORS® joined together to improve the standards of
real estate professionals. Over time professionalism has taken on different meanings, from
creating the Code of Ethics, to providing vital skills and resources, to looking to the future with
the 2nd Century Initiatives. In 2012, REALTORS® will once again set the pace for the industryby being at the heart of professional development.
Challenge: Providing Resources to Meet Changing Demands
SolutionsBroker Price Opinion Resource Certification
With the changing real estate landscape and the increased use of broker price opinions (BPOs)
by market participants, NAR created the Broker Price Opinion Resource (BPOR) certification.
The new certification course provides REALTORS® with knowledge and skills to reduce risk
and increase opportunities to create professional and accurate BPOs. Members who earn theBPOR certification will be eligible to receive BPO orders through a partnership with various
institutions that request BPOs.
Staff Contact: Heidi Henning, (312) 329-8485
Learn more about the Broker Price Opinion Resource certification
URL: www.bpor.org
Center for REALTOR®
Technology
The Center for REALTOR®
Technology (CRT) serves members as an industry advocate, an
implementation consultant and a technology resource. CRT keeps members abreast of
developments relevant to the real estate industry by evaluating technology tools and
methodologies. CRT also publishes papers and surveys on the role of technology in real estate.
Staff Contact: Chad Curry, (312) 329-8285
Learn more about the Center for REALTOR®
Technology
URL: www.realtor.org/crt
Commercial Real Estate Transaction Standards
The Real Estate Standards Organization created a commercial real estate workgroup designed to
publish data standards for the commercial real estate market. They create methods to collect and
communicate commercial property information while working with stakeholders to determinestandards of care, business practices and definitions.
Staff Contacts: Mark Lesswing, (312) 329-8273, or Jan Hope, (312) 329-8574
Learn more about the Commercial Real Estate Transaction Standards
URL: www.reso.org
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e-PRO®
Certification
NAR’s e-PRO® certification is a comprehensive and interactive educational program sponsored
by the National Association of REALTORS®
and is specifically designed to help real estate
professionals thrive in the competitive world of online real estate. e-PRO® is not just about
technology, but also it's about how REALTORS® can leverage their most powerful asset, their
people skills, into doing more business on the internet.
Staff Contact: Heidi Henning, (312) 329-8485
Learn more about the e-PRO®
certification
URL: www.epronar.com/
Graduate, REALTOR®
Institute Summit
To ensure that NAR’s flagship designation – Graduate, REALTOR® Institute – remains relevant
and meets the needs of our members, the Professional Development Committee will be hosting a
meeting with education directors from state associations. The agenda for this meeting includes
reviewing curriculum, capturing ideas on what the Graduate, REALTOR
®
Institute of the futureshould be and how NAR can better promote this program, which state associations rely on for
critical non-dues revenue.
Staff Contacts: Heidi Henning, (312) 329-8485, or Colleen Ryan, (312) 329-8264
Learn more about the Graduate, REALTOR®
Institute Summit
URL: www.realtor.org/gri
REALTOR®
Magazine
NAR’s official publication, REALTOR®Magazine, is the single source for REALTORS® to find
compelling, bottom-line focused business knowledge on how to increase their business success.
The magazine advances real estate industry best practices and brings expert insights and contextto the most significant industry trends. It also serves as a primary source of information for
REALTORS in their purchasing decisions. Online, the magazine has hundreds of pages geared
toward making REALTORS more profitable, including buyer’s guides, an architecture guide
and customizable handouts for buyers and sellers. The site includes a number of popular blogs,
video presentations and slideshows. The magazine staff also produces free daily news updates,
an award-winning business tips e-newsletter and regular Hot Topics webinars.
Staff Contact: Stacey Moncrieff, (312) 329-8496
Learn more about REALTOR®
Magazine
URL: www.realtor.org/realtormag
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REALTOR.org
REALTOR.org is the online face of the national organization to NAR members, staff at state and
local associations, the media, federal legislators, academia and the general public. The site
contains information, resources and tools relating to every program and event that NAR
produces, including updates on legislative, regulatory and advocacy issues; economic research
and commentaries; summaries of real estate legal cases; information about global real estate,
commercial real estate and resort/second home properties; brochures and books for purchase; and
professional development courses and webinars.
Staff Contact: Hilary Marsh, (312) 329-8341
Learn more about REALTOR.org
URL: www.realtor.org
REALTOR®
University
The mission of REALTOR®
University is to foster life-long student learning through high-
quality, entrepreneurial and career-oriented programs in real estate. REALTOR
®
University willdeliver applications-oriented, academic programs with an emphasis on business fundamentals,
principles and skills that real estate professionals require to be successful. University programs
will be delivered through a global online campus offering both professional development and
masters’ level education.
Staff Contact: Marc Gould, (312) 329-8564
Learn more about REALTOR®
University
URL: www.realtoru.com
Challenge: Keeping REALTORS® Relevant t hrough NAR’s 2nd
Century
SolutionsHouseLogic
HouseLogic, brought to you by the National Association of REALTORS®, helps fulfill NAR’s
strategic goal to build a strong relationship with consumers for the purpose of advancing NAR’s
public policy agenda and helping consumers think of REALTORS® as their trusted advisors on
a broad set of home ownership related topics, beyond just the purchase and sale of a home.
HouseLogic engages consumers through a website with free information about all aspects of
home ownership. From time to time, NAR asks them to advocate with NAR for public policies
of mutual self-interest, increasing NAR’s effectiveness in shaping federal housing-related public
policy. The site also helps to positively shape consumer perceptions of REALTORS®.
Staff Contact: Anne Feder, (312) 329-8314
Learn more about HouseLogic
URL: www.houselogic.com
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Real Estate Today
NAR’s nationwide talk radio program, Real Estate Today, strengthens the relationship between
consumers and REALTORS®
. It became the fastest growing real estate radio show in America in2010. The program positions REALTORS
®as the most credible and timely source of real estate
information, while also convincing consumers to use a REALTOR® when buying, selling, or
investing in real estate. The show is currently heard on 150 radio stations around the nation,
including Washington, D.C., New York City, Portland, Ore., Seattle and more. Satellite radio
subscribers can also hear the show on XM and Sirius stations. The listener base is 3.2 million
listeners a month.
Staff Contacts: Stephanie Singer, Promotion, (202) 383-1050, or Stephen Gasque, Content,
(202) 383-1172
Learn more about Real Estate Today
URL: www.retradio.com
REALTORS®
Federal Credit Union
NAR created a credit union to serve the special financial service needs of REALTORS®. The
credit union is 100 percent internet-based, with a U.S. call center, and handles loan applications
and account transactions 24 hours a day seven days a week. The credit union has nearly $70
million in assets and is a wholly-independent, member-owned legal entity.
Staff Contact: Bob Goldberg, (312) 329-8269
Learn more about the REALTORS®
Federal Credit Union
URL: www.realtorsfcu.org
REALTORS®
Property ResourceTM
The REALTORS®
Property ResourceTM
(RPR) is a national database of real property
information, which is more than 147 million parcels of property and gives REALTORS® an
unparalleled way to serve their clients. It includes in-depth, trusted information on every parcel
of real property, including public record information, details of prior transactions, information
from multiple-listing services, zoning information, transfer tax information and other relevant
data sets. RPR is currently contracted with 315 MLSs across the country, which represents a
little more than 522,000 REALTORS®. It is based on the collaborative efforts of REALTORS®
and the real estate community, including Commercial Information Exchanges and MLSs. Itdrives development and implementation of data standards and definitions and will increase the
breadth, depth, immediacy and power of real estate information available to REALTORS®.
Staff Contact: Jeff Young, (312) 329-8255
Learn more about the REALTORS®
Property ResourceTM
URL: www.realtor.org/rpr
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Second Century Ventures
Through Second Century Ventures, NAR is continually monitoring new technologies and
looking for partnership opportunities that keep REALTORS® at the heart of the transaction and
help them better service their clients. Partners include Ifbyphone, a marketing automation
solution that ensures REALTORS®
never miss a call and allows them to focus advertising dollars
on the mediums that are most impactful for their clients; DocuSign, an eSignature solution that
saves REALTORS® time and money allowing for paperless transactions; and ePropertydata, a
CIE information exchange solution. Additional partnerships NAR has created over the years
include ZipLogix, a real estate eforms solution, which works effortlessly with DocuSign;
REALTOR.com® and SentriLock.
Staff Contact: Constance Freedman, (312) 329-8524
Learn more about Second Century Ventures
URL: www.realtor.org/scv
Challenge: Tracking Business Activity and Market Trends
SolutionsProfile of Home Buyers and Sellers
The Profile of Home Buyers and Sellers provides in-depth research into how recent home buyers
and sellers determined their preferences, how they chose an agent and how they found the home
they purchased. In addition to the profile, NAR Research provides companion resources,
including webinars that highlight recent trends in home buying and selling.
Staff Contact: Jessica Lautz, (202) 383-1155Learn more about the NAR Profile of Home Buyers and Sellers
URL: www.realtor.org/topics/homebuyers_sellers_profile
Profile of International Home Buying Activity
We live in a global marketplace. While all real estate is local, not all property buyers are. A
significant share of home purchases is made by people whose primary residence is outside of the
U.S. The Profile of International Home Buying Activity is the most comprehensive study on the
international housing market available.
Staff Contact: Jed Smith, (202) 383-1022
Learn more about the Profile of International Home Buying ActivityURL: www.realtor.org/research/research/reportsintl
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NAR Member Profile
The NAR Member Profile is an annual snapshot of the business activity and characteristics of
REALTORS®
including income, expenses and demographics of members. In addition to the
profile, NAR Research provides companion resources, including webinars that highlight the
major changes in members’ businesses.
Staff Contact: Jessica Lautz, (202) 383-1155
For more information about the NAR Member Profile
URL: www.realtor.org/topics/member_profile
REALTORS®
Confidence Index
The REALTORS® Confidence Index is a monthly survey of REALTORS® that provides
information and insights about current market conditions as well as their expectations for sales
and prices.
Staff Contact: Jed Smith, (202) 383-1022
Learn more about the REALTORS
®
Confidence IndexURL: www.realtor.org/research/research/reps
Challenge: Reaffirming Our Commitment to the Code of Ethics
SolutionsCode of Ethics
Since 1913, when NAR created the Code of Ethics, every member of the National Association of
REALTORS® has subscribed to it. To keep members informed about the code, REALTOR®
Magazine includes a regular questions and answers section on the Code of Ethics. REALTORS®
are required to complete Code of Ethics training as a condition of becoming a member and every
four years thereafter.
Staff Contact: Member Policy Department, (312) 329-8399
Learn more about the Code of Ethics
URL: www.realtor.org/Code
Code of Ethics eProducts
The store on REALTOR.org offers members products to adhere to and promote their
understanding of the Code of Ethics in their business and how it sets them apart. All Code of
Ethics and Standards of Practice printed materials are offered at low costs and are free to
members as eProducts. The products offered in the store promote the value REALTORS®
bringto the table; squarely placing them at the heart of the deal.
Staff Contacts: Colleen Doyle, (312) 329-3287, or Ken Burlington, (312) 329-8360
Learn more about the Code of Ethics eProducts
URL: www.REALTOR.org/Store
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PUMPING NEW LIFE INTO THE REAL ESTATE MARKET
The crisis in the real estate market has prompted critics to question the importance of home
ownership and real estate. As the leading advocate for home ownership, the National Association
of REALTORS®
is willing to stand up to these unwarranted attacks. In 2012, REALTORS®
havea rare opportunity to show true leadership by pumping new blood into public policy issues that
defend time-tested programs, as well as propose innovative long-term solutions.
Issue: Preserving Home Ownership Tax Benefits
Due to the current economic and political climate, federal policy makers have begun debating tax
rules. While there are arguments for reforming the tax code, current tax benefits for home
ownership must remain in place. The consequences of tampering with current tax rules
promoting home ownership would seriously harm the real estate market – one of the nation’s
strongest economic engines.
Challenge: Protecting Long-Established Tax Incentives for
Home Ownership
SolutionMaintain Current Tax Rules
Preserving tax rules that apply to home ownership is essential to a strong economy. Most of
these rules, particularly the mortgage interest deduction and the property tax deduction, have
been part of the tax system for decades and are deeply woven into the U.S. economic fabric.
Congress must do no harm. The housing market has not yet recovered. Changing the tax lawswould further impair the market.
Staff Contact: Linda Goold, (202) 383-1083
Learn more about maintaining current tax rules
URL: http://www.realtor.org/government_affairs/mortgage_interest_deduction
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Issue: Focusing on the Future of the Secondary Mortgage Market
A strong and stable secondary mortgage market has helped build the middle class in America.
Ensuring that America maintains a vibrant secondary mortgage market is crucial to the country’s
long-term economic stability
Challenge: Ensuring Mortgage Liquidity in All Conditions
SolutionEnact Secondary Mortgage Market Reform Legislation
NAR believes we must pass comprehensive reform legislation to restructure the secondary
mortgage market in a manner that provides the federal government with a continued role. This
will ensure a continual flow of mortgage liquidity in all markets under all economic conditions.
Staff Contacts: Tony Hutchinson, (202) 383-1120, or Jeff Lischer, (202) 383-1117
Learn more about enacting secondary mortgage market reform legislation
URL: www.realtor.org/gses
Issue: Providing Access to Affordable Mortgage Products
It has often been said that mortgage liquidity is the life blood of the real estate industry. That
adage has never been truer than today. NAR is working diligently to ensure that it flows in all
economic conditions.
Challenge: Keeping Home Ownership Opportunities Available
SolutionsEliminate Qualified Residential Mortgage Down-Payment Requirements
Requiring a higher down payment does little to reduce risk of default, but strips home buyers of
their savings and increases the number of borrowers who would be ineligible for home
ownership. A narrow definition of the Qualified Residential Mortgage provision would have this
effect. If down payment requirements increase to 20 percent, NAR estimates that it would take a
frugal family more than 14 years to accrue the savings needed to buy a home. The commercial
market could also be affected by a similar provision called the Qualified Commercial Real
Estate.
Staff Contacts: Tony Hutchinson, QRM, (202) 383-1120, or Jeff Lischer, QRM, (202) 383-
1117, or Vijay Yadlapati, QCRE, (202) 383-1090Learn more about the Qualified Residential Mortgage proposal
URLs: www.realtor.org/topics/qrm
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Make FHA, Fannie Mae and Freddie Mac Loan Limits Permanent
Without congressional action, Federal Housing Administration, Fannie Mae and Freddie Mac
loan limits will automatically decline from 125 percent of median sales price to 115 percent,
along with a reduction in the maximum loan amount from $729,750 to $625,500 on October 1,
2011. Congress should make permanent the current loan limit levels for FHA, Fannie Mae and
Freddie Mac-backed loans.
Staff Contacts: Megan Booth, (202) 383-1222, or Jerome Nagy, (202) 383-1233
Learn more about FHA, Fannie Mae and Freddie Mac loan limits
URL: www.realtor.org/fha
Pass Covered Bond and Credit Union Legislation
Passage of covered bond and credit union legislation is essential to restoring mortgage liquidity
to the commercial market. To restore the flow of credit, NAR supports the passage of legislation
aimed to create a covered bond market and to increase the cap on credit union business lending.Staff Contact: Vijay Yadlapati, (202) 383-1090
Learn more about covered bond and credit union legislation
URL: www.realtor.org/politicaladvocacy
Issue: Ensuring Affordable and Available Property Insurance
Since September 2008, Congress has approved nine National Flood Insurance Program
extensions and allowed five lapses. During the June 2010 lapse, 47,000 home sales were delayed
or cancelled, according to NAR survey data. Mortgage lenders function better when there is
certainty that flood insurance provides, and home buyers are safe in the knowledge that property
insurance is available.
Challenge: Creating Stability in Flood Insurance
SolutionReauthorize the National Flood Insurance Program
Congress needs to pass the long-term National Flood Insurance Program reauthorization bill to
ensure continuity in the market place. This will provide access to affordable flood insurance,
which otherwise would not be available.
Staff Contacts: Austin Perez, (202) 383-1046, or Russell Riggs, (202) 383-1259Learn more about the National Flood Insurance Program
URL: www.realtor.org/politicaladvocacy/nfip
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Issue: Protecting Property Rights While Preserving Water
Quality
Protecting water quality without restricting property rights and diminishing property value is a
complex balancing act. The Environmental Protection Agency is seeking to establish
jurisdiction over more bodies of water, which Congress has not authorized the agency to do.
Proposed EPA rules would require onerous permitting requirements on property owners and
inhibit economic development.
Challenge: Balancing Water Quality and Property Rights
SolutionPrevent EPA from Overstepping Authority
We need to prevent EPA from overstepping its authority and encourage Congress to clarify what
EPA should regulate. NAR will oppose any new EPA regulations that overstep their
congressionally-mandated authority to regulate water under the U.S. Clean Water Act. These
proposed rules would impose onerous new requirements on property owners without
congressional approval and would significantly impair many economic development activities.
Staff Contact: Russell Riggs, (202) 383-1259
Learn more about water quality and property rights
URL: www.realtor.org/governmentaffairs
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SHARING OUR HEARTS
NAR believes deeply in its members and in your success. For this reason, we focus on
strengthening the relationship between the REALTOR® organization and REALTORS®. The
association understands what its members need to be successful, and our members know whatthe association is working on to benefit their businesses. In essence, we work to share our hearts
with you in every way we know how.
Issue: Enhancing Collaboration between NAR and State and Local
Associations
The spirit of collaboration is what makes a team successful. Understanding our responsibilities
maximizes the value we bring to the table. With enormous challenges facing our industry, NAR
is working to strengthen the collaboration at every level of the organization for the good of our
members and our communities.
Challenge: Developing Resources of Value for Associations
Solutions AE Member Toolkit
The AE Member Toolkit is a storehouse of valuable resources and information for associations
to help them welcome new members to the REALTOR®
family. It also provides ongoing tools
and materials to help them communicate the various programs, benefits and education that NAR
offers. The toolkit is mailed to state and local associations in January with a year supply of
REALTOR®
pins for new members. Materials can also be found online.Staff contacts: Kim DiGangi, (312) 329-8387, or Karen Bebart (312) 329-8359
Learn more about the AE Member Toolkit
URL: www.REALTOR.org/AEMemberToolkit
Commercial Services Programs
Three key programs are available to all state and local associations under the Commercial
Services Program. First is the NAR Commercial Services Accreditation that provides a blueprint
for offering customizable commercial services to the needs of each local and state association’s
demographics. Second, the REALTORS®
Signature Series Speakers Bureau provides negotiated
rates and easy access to top commercial real estate speakers and trainers. Lastly, the Innovation
Grant Program subsidizes game changing ideas for servicing and retaining existing commercial
members and attracting new members.
Staff Contacts: Emily Line, (312) 329-8212, or Jan Hope, (312) 329-8574
Learn more about Commercial Services Programs
URL: www.realtor.org/commercial
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Housing Opportunity and Smart Growth Programs
Housing Opportunity and Smart Growth programs provide grants, training, and technical
assistance to state and local associations so they can become more involved in housing and
growth issues in their communities. The Expanding Housing Opportunities class and Employer-
Assisted Housing class improve real estate professionals’ skills for serv ing first-time
homebuyers. The Land Use Initiative provides free critical analysis of proposed land use
measures at the state and local level to state and local associations.
Staff Contacts: Lora McCray, Housing Opportunity, (202) 383-7560, or Joe Molinaro
Smart Growth, (202) 383-1175
Learn more about Housing Opportunity or Smart Growth
URLs: http://www.realtor.org/government_affairs/housing_opportunity
or www.realtor.org/smartgrowth
Information Central
NAR’s Information Central is an extra pair of hands for state and local associations. Itsspecialists can save time and money with quick and accurate first-call resolution of association
and/or industry questions. Contact Information Central by texting AskNAR to 66746, calling
(800) 874-6500 or emailing Information Central at Infocentral@realtors.org. Let Info Central do
your legwork, get your problem solved or get you connected to the expert who can. Industry,
association information and research is available 24 hours a day, seven days a week .
Staff Contact: John Krukoff, (312) 329-8254
Learn more about Information Central
URL: www.realtor.org/library
RAMCORAMCO, the association management system developed by AEs for AEs uses Microsoft’s new
CRM 2011 to provide state of the art features and functions designed to strengthen and enhance
the management of REALTOR®
associations.
Staff Contact: Gar Anderson, (312) 329-3279, or ganderson@realtors.org.
Learn more about RAMCO
URL: www.RAMCOAMS.com
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Challenge: Strengthening the Bond between NAR and
REALTORS®
SolutionsNAR Member Guide
The guide is customized, online and mobile to fit all the ways our members do business. NAR
facilitates promotion of comprehensive member benefits, education and events through the
Member Guide and iPhone/iPad apps. It is free to state and local associations and available for
member benefits updates at all times.
Staff Contacts: Jennifer Cavendish, (312) 329-3285, or Karen Bebart, (312) 329-8359
Learn more about the NAR Member Guide
URL: http://memberguide.realtor.org
REALTORS®
CONFERENCE & EXPO
The theme for the 2011 REALTORS®
Conference & Expo is SEIZE THE DAY! In thischallenging market, NAR is seizing the day by offering a value-packed and affordable
experience for REALTORS®. It will help you gain timely knowledge to succeed, and encourage
the sharing of ideas and networking to build their businesses. The REALTORS® Conference &
Expo, from November 11 – 14, 2011 in Anaheim, California, is the premier industry gathering
for member-to-member communication where REALTORS®, vendors and real estate
professionals around the world come together to do business. The event provides education
through more than 100 sessions, including a keynote address by Michael Eisner, networking with
more than 400 vendors at the Expo and 18,000 industry professionals worldwide, motivation to
grow your business and fun with events like the Celebrity Concert starring Diana Ross.
Staff Contacts: Sue Gourley, (312) 329-8310, or Allison Fitch-Markham, (312) 329-8459
Learn more about the REALTORS®
Conference & Expo
URL: www.realtor.org/conference
REALTOR®
Safety
Visit the REALTOR®
Safety page on REALTOR.org for a variety of tools including video, step-
by-step instructions for conducting safety presentations, promotional materials, weekly safety
tips, monthly articles, a widget and other resources to help keep members focused on safety. It’s
not just important during REALTOR®
Safety Month in September, but all year long.
Staff Contacts: Tony Vorasorn, (312) 329-8313, or Karen Bebart, (312) 329-8359
Learn more about REALTOR®
Safety
URL: www.REALTOR.org/Safety
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Challenge: Stabilizing Communities Hurt by Foreclosures
SolutionREALTOR
®Neighborhood Stabilization Project
The REALTOR®
Neighborhood Stabilization Project helps local and state associations whose
communities have been hard hit by the foreclosures crisis. It provides education, technical
assistance and contacts with local officials. Local and state associations take the lead in
identifying the needs and requirements, which helps create more successful outcomes.
Staff Contact: Bill Gilmartin, (202) 383-1102
Learn more about the REALTOR® Neighborhood Stabilization Project
URL: www.realtor.org/foreclosure
Challenge: Encouraging Diverse Membership and Leadership
SolutionLeading with DiversityLeading with Diversity is a three-pronged approach that your association can take when it comes
to planning for diversity in your association. The Leading with Diversity Workshop is a three-
hour planning workshop for your association leadership where you will identify and plan the
critical role diversity will play in your association’s success. The Diversity Toolkit provides
blueprints and examples for successful diversity activities. Diversity Grants are also available to
help fund your association’s activities to position REALTORS®
as leaders in our increasingly
diverse communities.
Staff Contact: Fred Underwood, (202) 383-1132
Learn more about Leading with Diversity
URL: www.realtor.org/government_affairs/diversity
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Issue: Expanding the Benefits of Membership
REALTORS® know how to bring people together with their entrepreneurial spirit. This extends
to partnerships that NAR develops with industry leaders that will help take our members and the
industry to the next level.
Challenge: Creating Partnerships with Industry Leaders
SolutionsDocuSign
®
DocuSign® is the official and exclusive provider of electronic signature services for NAR
members under the REALTOR Benefits®
Program. DocuSign®
delivers a complete electronic
process allowing REALTORS®
to quickly and easily electronically sign, track and store their
documents.
Staff Contacts: Rebecca Daly, (312) 329- 8379, or Kristin Stafford, (312) 329-8628
Learn more about DocuSign® URL: www.realtor.org/realtor_benefits/benefits_partners/docusign
Ifbyphone
Exclusive provider of voice marketing automation applications that helps brokerages and agents
drive sales, measure marketing effectiveness and improve customer experience.
Staff Contacts: Rebecca Daly, (312) 329- 8379, or Kristin Stafford, (312) 329-8628
Learn more about Ifbyphone
URL: www.Realtor.org/Ifbyphone
REALTORS®
Federal Credit Union
NAR created a credit union to serve the special financial service needs of REALTORS®. The
credit union is 100 percent internet-based, with a U.S. call center, and handles loan applications
and account transactions 24 hours a day seven days a week. The credit union has nearly $70
million in assets and is a wholly-independent, member-owned legal entity.
Staff Contact: Bob Goldberg, (312) 329-8269
Learn more about the REALTORS®
Federal Credit Union
URL: www.realtorsfcu.org
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REALTOR Benefits®
Program
NAR’s REALTOR Benefits® Program offers practical solutions for business and personal use on
the products and services REALTORS®
use every day. In 2010, member experiences through
the program were estimated to be more than 2 million, with many members receiving savings
from one or more partners that exceeded the amount of their annual NAR dues. The program
includes offers from more than 30 industry-leading companies in a wide array of categories.
Some programs with special relationships with NAR have even allowed us to play a key role in
influencing product development and offers aimed directly at NAR members.
Staff Contact: Kristin Stafford, (312) 329-8628
Learn more about REALTOR Benefits®
Program
URL: www.realtor.org/realtor_benefits
REALTOR Team Store®
REALTOR Team Store®
is NAR’s official supplier of REALTOR ®
premium incentive products,
offering a wide array of promotional items to let prospective clients know they are working with
a REALTOR®.
Staff Contacts: Kristine Erickson, (312) 329-854, or Kristin Stafford, (312) 329-8628
Learn more about REALTOR Team Store®
URL: www.realtorteamstore.com/index.php?main_page=index&cPath=25
SentriLock
SentriLock is the official lockbox solution of NAR, a majority owner in the company. Today,
more than 550,000 lockboxes are in use by 250,000 agents from more than 207 different boards,
associations and Multiple Listing Services in the U.S. and Canada.
Staff Contacts: Rebecca Daly, (312) 329- 8379, or Kristin Stafford, (312) 329-8628Learn more about Sentrilock
URL: www.realtor.org/realtor_benefits/benefits_partners/sentrilock_llc
zipLogix®
zipLogix® is a subsidiary of Real Estate Business Services, Inc. (REBS) and is a joint venture
between REBS and the National Association of REALTORS®. Today, the zipLogix
®family of
tech-savvy products is the recognized industry standard for electronic real estate forms
(ZipForm®) and the transaction management systems, (Relay
®) that are currently used by more
real estate professionals than any other real estate software programs.
Staff Contacts: Rebecca Daly, (312) 329- 8379, or Kristin Stafford, (312) 329-8628
Learn more about zipLogix®
URL: www.ziplogix.com/
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Issue: Applying Social Media to Advocacy, Marketing and Member
Development
Social media has revamped the way communications occurs in our digital world. NAR is utilizing
cutting-edge social medial tools in order to better connect with our members, as well as key
constituencies.
Challenge: Utilizing Digital and Social Media Tools Effectively
SolutionsNAR Blogs
A blog, a blended term that combines the words web and log, is a type of website that consist of
entries of commentary, descriptions of events or other material such as graphics or video. NAR
has a family of blogs containing up-to-the-minute real estate news and topical perspectives in
order to communicate with members in a quick and direct format.
Learn more about all of NAR’s blogs
URL: www.blogs.realtor.org
NAR Facebook Pages
The social network site Facebook is the largest of its kind in the world with more than 500 million
members. NAR maintains several Facebook pages as a way to promote our programs, services
and resources. Unlike a blog, which anyone can access, one has to have a Facebook account in
order to access the page. Once you have an account, you should also join NAR’s Facebook pages
by pressing the “like” button. You will automatically get updates from NAR fed directly to your
Facebook page.
Learn more about all of NAR’s Facebook pages
URL: www.realtor.org/technology/nar_facebook
NAR Twitter Accounts
Twitter is a social networking service that enables users to send and read short messages. One
must have a Twitter account in order to send and read messages. These messages are called
tweets. Tweets are text-based posts of up to 140 characters displayed on the user's profile page. In
order to receive a tweet, the user must “follow” another user. For users to receive your tweets,
they must “follow” you. Join Twitter today, and then follow all of NAR’s Twitter accounts for
the latest developments coming out of NAR.Learn more about all of NAR’s Twitter accounts
URL: www.realtor.org/technology/nar_twitter
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REALTORS®
ARE THE HEART OF THE DEAL
2011 Issues and Challenges Index
Topic Page Number
AE Member Toolkit 20
Broker Price Opinion Resource Certification 10Center for REALTOR
®Technology 10
Code of Ethics 14
Code of Ethics eProducts 14
Commercial Real Estate Transaction Standards 10
Commercial.REALTOR.com 8
Commercial Services Programs 20
CommercialSource.com 8
DocuSign®
24
Eliminate Qualified Residential Mortgage Down-
Payment Requirements
17
Enact Secondary Mortgage Market Reform 17
e-PRO®
11
Graduate, REALTOR®
Institute Summit 11
Ifbyphone 24
Home Ownership Matters Campaign 7
HouseLogic 7, 12
Housing Opportunity and Smart Growth Programs 21
Information Central 21
Leading with Diversity 23Make FHA, Fannie Mae and Freddie Mac Loan Limits
Permanent
18
Maintain Current Tax Rules 16
My REALTOR®
Party 5
NAR Blogs 26
NAR Facebook Pages 26
NAR Member Guide 22
NAR Member Profile 14
NAR Twitter Accounts 26Pass Covered Bond and Credit Union Legislation 18
Prevent EPA from Overstepping Authority 19
Profile of Home Buyers and Sellers 13
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Profile of International Home Buying Activity 13
Public Advocacy Campaign 6
RAMCO 21
Real Estate Today 8, 13
REALTOR®
Action Center 6
REALTOR Benefits®
Program 25
REALTOR®
Magazine 11
REALTOR®
Neighborhood Stabilization Project 23
REALTOR®
Party Initiative 5
REALTOR®
Safety 22
REALTOR Team Store®
25
REALTOR®
Trademark Awareness Program 9
REALTOR®
University 12
REALTOR.com®
9
REALTOR.com® International Website 9
REALTOR.org 12
REALTORS®
CONFERENCE & EXPO 22
REALTORS®
Confidence Index 14
REALTORS®
Federal Credit Union 13, 24
REALTORS®
Political Action Committee 6
REALTORS®
Property ResourceTM
12
Reauthorize the National Flood Insurance Program 18
Second Century Ventures 14
SentriLock 25zipLogix
®25