One of the biggest challenges facing associations is not just improving the value of membership, but proving the value of membership, especially to the next generation of REALTOR® members. Education, formerly a cornerstone of association services, has lost its luster. Topics that were once all the rage (social media, technology, video) no longer carry the buzz they once did, as they are second nature to young professionals and new members who may have used those tools extensively in a previous career. Recognize how to use the resources at your disposal to abandon the status quo and revamp your educational offerings to engage the next generation of in new and innovative ways, and bring association membership value to the forefront. MORE AT www.MauraNeill.com

1. Creating Engaging Education
for the
Next Generation of REALTORS®
Maura Neill
ABR, CRS, CDPE, e-PRO, MRP, REALTOR®
© 2014 Maura Neill

2. ONE WORD that describes the
Professional Development offerings at
your board/association.
In-Session Poll

3. Survey Results
• “Our board doesn’t screen instructors
to find out if they’re even qualified”
• “My association thinks it’s ok for
mandatory CE to be boring because
we have to be there.”
• “No one asks us what we want to
learn.”
• “I need classes that will actually help
me make more money.”

4. Photo credit: freedigitalphotos.net

5. Shift
Membership Shift
Market Shift
Education Shift
Photo credit: freedigitalphotos.net

6. Discuss
Regarding Professional Development:
• What are 3 things your association
does well?
• What are 3 things your association
could do better?

7. What Does
“Next Generation” Mean?
Photo credit: freedigitalphotos.net

8. What Does
“Next Generation” Mean?
Photo credit: freedigitalphotos.net

9. Young Professional
vs.
Next Generation

10. Photo credit: freedigitalphotos.net

12. 88% =
6+ years

13. In-Session Poll
In your opinion, what is the value of
education/professional development to
your Members’ careers?

14. REALTORS® said:

15. In-Session Poll
How important is it to your Members that
they receive CE credit for
education/professional development?

16. REALTORS® said:

17. Source: Defense Centers of Excellence – DCOE.mil – Generational Learning Styles Report
Generational Learning

18. Gen X/Y - Learning
• Informal, incidental learning
• Short attention span
• Requires integration of technology and
media in learning (webinars, social
networking sites, Avatars)
• Personalized learning through
customized environment
Source: United Nations Joint Staff Pension Fund - “Overcoming Generational Gap in the Workplace”

19. Baby Boomer/Traditionalist -
Learning
• Informational learning style
• Traditional classroom style preferred
• More receptive to learning through
participating
• More receptive to one-on-one
coaching and criticism
Source: United Nations Joint Staff Pension Fund - “Overcoming Generational Gap in the Workplace”

20. Discuss
• What was the best-attended class (or
the class that got the best reviews)
that your Association has offered?
• What was the least well-attended
class?
• How were they different?

23. Hot Topics
#1 Technology - #2 Business Practices
#3 Lead Generation - #4 Marketing - #5 Ethics

24. Other Topics for Discussion
• Designations and Certifications
• Best class ever – and why?
• Least favorite class ever – and why?
• Value of video and/or live-streaming
(and would they be willing to pay for
it?)
• Overall opinion of the Association
• Ideas for improvement

26. Discuss
Come up with a plan for your Focus
Group:
• Whom can you enlist to help?
• What questions would you ask?
• How will you track results?
• Write down a date by which you will
have it scheduled.

27. Need an instruction manual to
hold your own focus group?
www.MauraNeill.com/aei-2014

28. Connect: about.me/MauraNeill
Connect With Me