Next week I head out to beautiful Kelowna, British Kelowna to help the REALTOR Association Executives of Canada prioritize their objectives, solve specific problems, and provide solutions.  In a study conducted prior to the program next week we determined the top three priorities were:

  1. Improving membership morale
  2. Increasing membership satisfaction
  3. Increasing leadership participation

See more using the image and how each association executive ranked the following priorities.

If you are attending the AEC meeting you will get the answers to how deal with some of the challenges and be able to prioritize your objectives.  If you aren’t coming then I can share with you some insights behind some interviews, discussions, that helped create the solutions for this program.

Existing Priorities to Reconsider

Most strategic objectives are activity driven vs. result driven.

Increasing professionalism, political advocacy, and providing education are activity driven objectives which cause the confusion among leaders and committees that doing more means you have accomplished more.  In fact the opposite is true.  When your objectives are result driven they have a goal in which can be met or exceeded based on choosing the right tactics.  Replace the above objectives with increasing member profitability, reduce the number of bad legislation attempts, and reduce the number of ethical/legal violations.

Sometimes the problem isn’t the problem.

Sometimes associations claim they have a marketing problem when in fact they have a value problem.  The leadership/staff do not trust the true value of services provided or if there is true value and the leadership staff believe the value then attracting eyeballs is the problem.  If there are plenty of eyeballs but no one is taking action then we have a conversion problem.  If people are taking action but aren’t communicating before during and after then we might have an engagement problem.

A tool in search for a solution is a priority problem.

Rattling off apps and software isn’t going to fix anything.  I can give you 60 apps in 60 minutes but the reality is they might not work with your existing internal business process, devices, and complicate the process more which then leads to inaction.  Instead tell us your specific objectives, business process design, technology requirements, etc. and then I might be able to recommend a tool that will meet your needs.

When the tactic becomes the goal you have a priority problem.

If your goal is to create a Facebook page and have X likes, X engagement, and X reach then you are forced down a rabbit hole of playing an electronic game which in the eyes of the member means nothing.  The same can be said for creating videos, writing blog posts, etc.  Each are tactics that might contribute to the objective but aren’t the real objective.


Organizations bring in Doug Devitre from St. Louis, Missouri USA when they want to dramatically increase operational performance, create breakthrough value propositions, and serve customers beyond geographical constraints on a minimal budget. For more than a decade he has been setting trends with how organizations engage customers with social media, video marketing, and custom-built software applications. Doug’s book Screen to Screen Selling published by McGraw Hill pioneered the way sales professionals sold homes without being physically present before the COVID-19 pandemic. He is one of a select few who have earned the Certified Speaking Professional Designation from the National Speakers Association and has experience as a REALTOR.

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