Durango Area Association of REALTORS (DAAR)

Durango Area Association of REALTORS® (DAAR)

2015 – 2018 Strategic Plan

The mission of the Durango Area Association of REALTORS®, an innovative trade organization of real estate professionals, is to serve and support our members, advocate for homeownership, and promote real property rights by utilizing our broad range of assets and resources.

The following strategic plan for 2015 – 2018 was created by the Durango Area Association of REALTORS® on Thursday, December 18, 2014 with the assistance of NAR Certified Planner, Amy Reid. The goals were developed through analysis of the strengths and challenges of the association, and in keeping with its Mission.

Strategic Objectives:

Strategic Objective #1:Member Value: DAAR Members understand the value of membership and are actively engaged.

Strategic Objective #2:Consumer Outreach: The public is aware of the value DAAR and its members bring to the community and the real estate transaction.

Strategic Objective #3:MLS and Association Changes: To be knowledgeable, relevant and nimble in order to stay ahead of challenges in our industry.

Strategic Objective #4:Advocacy: To be the leading advocate in all real estate issues and private property rights.

Strategic Objective #5: Financial Security: To protect the financial security of the association to ensure its value and longevity.

Strategic Objective #1

Member Value: DAAR Members understand the value of membership and are actively engaged.

Strategic Actions: / Action Steps:
1.1 DAAR fosters a participatory environment that engages more members in association activities /

Develop a mentor program
Identify potential new leaders annually among members
Develop strategic communication plan that utilizes multiple communication channels
Develop plan to capitalize on ancillary groups (YPOD) and Affiliates

1.2 DAAR actively engages its brokers-owners to advocate for its value proposition and importance of association /

Establish a broker-owner outreach program (office visits, phone calls, meetings and forums)
Encourage broker-owner group to participate in the association

1.3 DAAR members understand the impact and benefits to the association’s involvement at the state and national level /

Maintain board involvement through funding of participation
Incorporate CAR and NAR information into communications
Promote CAR webcasts and NAR news videos on DAAR website and weekly newsletter
Promote CAR Value Proposition to membership

1.4 DAAR members understand the value and benefits of membership /

Create value and benefit message through in-depth analysis of DAAR services, programs, benefits and value
Develop awareness campaign for value message
Develop tools for members to promote the benefits of the REALTOR® brand
Create tools for members to assist them in promoting using a REALTOR®

1.5 DAAR members are provided with professional development opportunities to enhance their business /

Promote and enforce the Code of Ethics
Research opportunities to be an education provider for the region
Support appraisers through program that provides for their professional development
Promote CAR Webcast program
Support and encourage NAR designations with an educational program

Strategic Objective #2

Consumer Outreach: The public is aware of the value DAAR and its members bring to the community.

Strategic Actions: / Action Steps:
2.1 Public recognizes DAAR as the prominent voice of real estate in the community /

Continue participation in CAR 10K Market Report Program and continue to produce custom market statistics
Provide statistics to media, community and members through multiple channels (social media, incorporate into radio ads and TV, newspaper, and website)
Communicate current trends through media campaign
Develop partnerships with groups (Chamber) and provide up-to-date market trends and statistics
Provide appropriate tools to members to allow for them to communicate trends to clients

2.2 DAAR has a prominent and visible place in the community through involvement and investment /

Rally membership to a group cause or event (annual golf tournament or group Habitat build day)
Identify members involved in community efforts
Utilize power of social media to promote member and association community involvement
Continue to support and participate in Fort Lewis College Job Fair
Develop scholarship program for local schools
Develop a Member Recognition Program (Local Good Neighbor Award)
Develop local CARHOF fundraising program to allow for large contribution to local entities
Identify areas of need in community for association investment
Develop a community investment plan and fund appropriately, as well as utilize NAR grants to supplement

2.3 DAAR engages the consumer in its advocacy efforts /

Utilize local Calls For Action to consumers as needed
Develop program that encourages members to engage clients and customers in advocacy efforts
Host Town Hall meetings with public
Incorporate advocacy messages into radio and TV spots
Develop Op-eds and letters to the editor for local newspaper that explain pros/cons to consumer

2.4 DAAR promotes the value REALTORS® provide to the transaction and community /

Develop content and materials promoting the value of using a REALTOR®
Educate members and provide them tools to allow them to effectively communicate their value
Utilize NAR resources to develop tools
Promote the professionalism, ethics and local knowledge of DAAR members

Strategic Objective #3

MLS and Association Changes: To be knowledgeable, relevant and nimble in order to stay ahead of challenges in our industry.

Strategic Actions / Action Steps:
3.1 Position ourselves to offer board services to those in need /

Develop trust through outreach to other associations in the surrounding areas
Develop strategic shared services program
Refine and define menu of services offered

3.2 Proactively seek knowledge and educate leadership of other business structures and options to ensure a financially viable business structure /

Explore business options and services outside of MLS
Develop a plan for non-dues revenue streams based on available options

Strategic Objective #4

Advocacy: To be the leading advocate in all real estate issues and private property rights.

Strategic Actions / Action Steps:
4.1 DAAR is proactive in identifying legislation and policy affecting real property and has positive influence on policy and elections /

Evaluate Government Affairs Program
Develop program to monitor monthly meetings of all government agencies (city council, county commissioners)
Create a program for establishing support or opposition to local issues related to real estate and private property rights
Educate members about association’s position on issues and candidates
Communicate with public through established media channels, and develop new methods to garner support from public on issues
Encourage participation in REALTOR Day at the Capitol

4.2 DAAR cultivates and nurtures relationships with like-minded community groups to affect policy /

Establish partnerships with like-minded groups (Homebuilders Assn, Chamber)
Assign members to key groups and leaders
Capitalize on relationships to influence policy

4.3 DAAR members are aware of the importance and benefits of investments in RPAC resulting in exceeding RPAC goals /

Continue to bill RPAC “above the line”
Provide consistent and effective communication to members about RPAC
Create an annual RPAC fundraising program
Utilize NAR and CAR resources to promote RPAC on member website
Continue to meet major investor goal through hosting of major donor event with NAR grant money

4.4 DAAR exceeds state and national participation rates in both state and national Calls For Action /

Ask Board Members and broker-owners to promote the Calls For Action in their local offices
Promote participation through website, email and social media
Encourage members to download the REALTOR® Action Center App

Strategic Objective #5

Financial Security: To protect the financial security of the association to ensure its value and longevity.

Strategic Actions / Action Steps:
5.1 DAAR establishes and follows sound financial policy and procedures /

Review financial policies and procedures annually
Maintain fiscally responsible budget practices
Establish capital and operational reserve plan
Conduct a third-party financial audit or review annually