2012 AE Competencies & RCE Body of Knowledge

8/2/2019 2012 AE Competencies & RCE Body of Knowledge

1/14

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


2/142

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


3/143

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


4/144

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


5/145


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


6/146

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


7/147


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


8/148


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


9/149

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


10/1410

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

10

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.


11/14


12/1412

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.


13/1413


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.)


14/14

For More Information Contact:

The Association Leadership Development DepartmentRenee Holland at 312/329-8545; [email protected] or

Krystal Allen, 312/329-8514; [email protected]

2012 AE Competencies & RCE Body of Knowledge

Documents

Transcript of 2012 AE Competencies & RCE Body of Knowledge