Posts belonging to Category Communications

There probably is not a charity, nor non-profit, in Tallahassee that doesn’t receive support from a Tallahassee REALTOR®. We tend to be generous with our time, as well as our monetary support. But in addition to individual efforts to give and even to promote ourselves, did you know that TBR also supports and promotes REALTORS® as professionals through its annual public relations campaign?

The Communications Committee at its March meeting approved the media buy for 2013 to give us more exposure to the public, to promote REALTORS® and Affiliates as the experts in our fields. Our media schedule for this year includes the following:

1. Clear Channel to support FSU baseball from February through June on their radio schedule;
2. Fox 49 will run TBR ads during the morning news, Daily Buzz, and Fox 49 News at Ten in August and September—to  include hurricane season and the  beginning of the school year to ensure greater viewer exposure;
3. NPR WFSU radio during drive-time hours in May and June;
4. Comcast Spotlight TBR-branded commercials, which will air in April, May, and June, targeting programs with higher viewer ratings;
5. WTXL 27 “first week of the month” commercial package in August and September; and
6. Cumulus Radio will feature ads during FAMU’s seven football games.

Our public relations campaign is designed to encourage the public to use professional REALTORS® when buying, selling or leasing real property. This is just another way that YOUR Board of REALTORS® is using your dues to promote you!

Ann Cleare
Capital Property Consultants

Adding to the clutter in your Inbox:

• Several emails from TBR REALTORS® about new listings and/or open houses
• An email from a member office welcoming a new agent
• Emails from TBR announcing a socials/events/classes
• An email from TBR informing you about a county commission meeting
• And TBR’s weekly eBoard Briefs newsletter.

Whew! That’s a lot of email in the course of one week, generated from your TBR membership. But is it spam?

If you’re reading this (and you’re a TBR member), you’re a REALTOR® or an Affiliate. You’ve likely become a member for at least one or maybe a variety of reasons—which are benefits exclusive to TBR members:

(1) Networking;

(2) Marketing;

(3) MLS;

(4) Education;

(5) Advocacy

…etc.

As a TBR member, you’ve paid yearly dues for these membership benefits. You’ve paid for access to other members—networking opportunities and contact lists—that the public cannot receive. You’ve paid for access to TBR’s MLS (if you’re a REALTOR® member), and for education and advocacy—and to be kept informed about any changes or updates to any of these services as they happen.    

My point? Each of the emails mentioned in the first paragraph falls under the “membership benefits” categories listed in the second:

• Several emails from TBR REALTORS® about new listings and/or open houses = Networking. Marketing. MLS.
• An email from a member office welcoming a new agent = Networking. Marketing.
• Emails from TBR announcing socials/events/classes = Networking. Education.
• An email from TBR informing you about a county commission meeting = Advocacy.
• And TBR’s weekly eBoard Briefs newsletter = Networking. Marketing. MLS. Education. Advocacy.

TBR strives to provide you with great member benefits and opportunities, and to keep you informed—that’s why we exist as an association, and why you joined! We respect your time and certainly understand if you don’t want to be included on the TBR roster that’s distributed to other members, and if you want to unsubscribe from TBR communications like advocacy messages and eBoard Briefs. But I urge you to reconsider. Sure, your Inbox can get pretty cluttered. I love my BlackBerry because I can “delete” before I ever sit at my desktop, so it’s not so overwhelming once I sit down to work. “Delete” is an option, short of “unsubscribe,” that’s easy for me to take advantage of—but I won’t miss messages that are important to me.

So I’ve tried to explain the why’s of what we do—including sending out email blasts and rosters. If you unsubscribe from a TBR list, or ask to be removed from the roster, we honor your request. We do try to limit the messages we send to you from the association, beyond the weekly eBoard Briefs newsletter. When we send an email from TBR, the subject line will always reflect what’s in the message—so you can easily see if it pertains to you; if not, “delete.” After all, we don’t want to bother you or for the message to get lost in your Inbox (but we do want to keep you informed—a delicate balance, I can assure you).

Members, if you use the TBR roster to send out emails, and someone asks to be removed from your list, honor their request—it’s the law (CAN-SPAM) and common courtesy (the Golden Rule). When you do send out emails, clearly identify your message in the subject line, thoughtfully consider your email marketing strategy, and limit the amount of emails you’re sending so as not to dilute your message (or annoy others to the point that they unsubscribe).

I’d like to hear what you think about mass email communications from members and association: Is it spam?

Susan

A couple of days ago a REALTOR® was telling me a story and kept referring to a broker as a “REALTOR® that was not a member of TBR.” Of course there are plenty of REALTORS® that are not members of TBR (about 1.1 million); but I had the feeling that this person was not a REALTOR®. I checked it out and sure enough he is a broker in Florida, but not a REALTOR®. That is an important distinction to me. Not all real estate licensees are REALTORS®. REALTORS® adhere to a code of ethics as promulgated by the National Association of REALTORS®. The Marks are collective membership marks which serve to identify members of the National Association and distinguish them from non-members.

Knowing the trademark rules is vital to keeping the term REALTOR® specific to members and not letting it become a generic term of a licensee. Check out this short video from NAR that will further explain. For comprehensive guidelines on using the term REALTOR®:

• As part of your name
• With your firm name
• On the Internet

It is in everyone’s best interest to protect and preserve the REALTOR® trademarks; make sure you do your part by keeping your use in compliance, assisting others, and reporting use by non-members to the Tallahassee Board of REALTORS®.

Steven

Picture it: You, the Featured Expert, your photo and byline atop an article providing valuable information to the public—your potential customers! “But,” you think, “I’ve submitted press releases to my neighborhood gazette and the weekly news roundup, and I’ve never seen my articles in print.” 

Well, now’s your time to shine! TBR’s Communications Committee has saved a space for your article in the “Real Estate Corner” of the Sunday Tallahassee Democrat. Send your masterpiece and photo to Susan@TBRnet.org.

Make sure your article is: (1) Approximately 350 words long. (2) Informative. (3) Factual (cite sources when necessary). (4) Geared toward an audience of the public. (5) Written to promote the value of using a knowledgeable, professional REALTOR® or Affiliate member of the Tallahassee Board of REALTORS® (hey, just like you!).

Make sure your article isn’t: (1) Needlessly negative. Sure, we know it’s not always sunshine and daisies out there, but avoid negative word choices and pay attention to tone (it’s not all doom and gloom, either). (2) A direct advertisement of your services. Your byline and photo introducing an article brimming with useful information showcasing your knowledge is great advertising, isn’t it? And… it’s free!

Make sure you don’t: Miss this opportunity! Not a writer? Not a problem! An editor who loves to read and write is standing by (well, sitting in front of her computer, actually) to work with you every step of the way—from the conception of your idea through polishing your final draft. (In fact, everything you submit is subject to editing—it’s my job!—and deadlines, time constraints, and sometimes even subject matter mean that publication isn’t guaranteed.)

Call me—Susan—at 224-7713 and let’s discuss the possibilities for your Sunday feature!

Susan

(Or, “The Incoherent Ramblings of Your AE”)

Most of us have watched a baby look like they want to say something; they are making faces and just look totally frustrated. I feel like that sometimes; I can’t find the right words, I don’t seem to be able to get something done that needs to be done (maybe I do not have the skills or I just keep putting it off). Anyone else ever feel that way?

I think we need that “stress” to grow and get better. Think of it like exercising; you only improve your cardiovascular system by pushing yourself, and that is stressful and somewhat uncomfortable to your body. Having sore muscles is their reaction to the stress you put on them and the way they grow.

You may be asking, “What in the heck is Steven talking about and why is this on the TBR blog?” I know as Susan reads this to edit, she wants to know that. Well as someone once said, “If you are not moving forward, you are backing up.” Do you challenge yourself enough?  Does TBR challenge itself and the “norm” enough? My answer to both those questions is probably not.

How are you growing personally and professionally? What new skills are you acquiring? Are you setting goals?

Let me answer for TBR. I always thought we were a “progressive” organization, trying out new things, continuously enhancing our member offerings, including education and communications. I still think that, but lately I have wondered if we do enough. Do we offer what I (read that “staff”) think you want or do we deliver what you truly want? Yes, we offer what we think you want, and through research, discussion, and collaboration we hope to offer what you truly want.

How about some examples: This blog is a new venture for us and I hope this is a dialogue that I can glean some information from the members to give you more. New education like the CRS Short Sales program. A brand new offering is the “free” CE being offered over the next few months—live video conferences that will air at TBR, where the audience will be able to ask questions and provide feedback to the instructor. These offerings are: Risk Management; Real Estate Investment Analysis Made Easy; Negotiating Skills for Today’s Real Estate Professional; and Roadmap to a Successful Closing. 

What about the technology help we provide to our members? First let’s look at NAR and Florida REALTORS®. NAR offers a lot of assistance and technology-related research to members; their Center for REALTOR® Technology (CRT) has cutting-edge information on a plethora of topics—check it out at www.realtor.com/crt. Florida REALTORS® has their wildly popular Tech Helpdesk, where you can talk to a live person Monday through Saturday about any technology issue you have. Looking to set up a wireless network in your home? Call them and they will walk you through the process from purchase to installation.

Now for the crème de la crème: the CATRS Technology Services. We have developed services specifically geared to you for a substantial discount by people who understand how you use technology. This is taking your computer to someone you trust for work that will always be done to your satisfaction. Call Paul at 224-7713 for more information.

A hybrid of technology and education is a just-announced Tech Forum that will be held on July 13^th at the Board office. There is no charge for this informative program, a program that the participants will control. Those in attendance will set the topics to discuss and offer their own unique expertise so that everyone will benefit. To register, go to www.TBRnet.org and click on Event Schedule (Click Here). Even though there is no fee to attend, you must register.

Keep informed and get involved. TBR offers many avenues to keep you up to speed on the ever-evolving offerings here at your association. Read eBoard Briefs, refer often to this blog, peruse the monthly magazine, attend the weekly marketing meetings, and participate in a committee. It will take all of us to enhance the real estate profession. 

And…don’t forget to get a little exercise!

e-ya later,

Steven