A Member Value Proposition

NAR Core Standards and Member Value

USER GUIDE
Table of Contents

Introduction................................................. ............................ 3

Value Messages..................................................................... 4

Materials to Accompany the Value Proposition................................... 5

Personalizing Your Marketing Materials........................................... 6

Checklist............................................................................. 8

Launching Your Value Campaign................................................... 9

Contacts............................................................................. 10

At the end of the day, customers

are breathing, thinking, buying
individuals. Their behavior is
measurable and changeable.

-Eric Reis, The Lean Start-Up

What This Value Proposition Resource Will Do For You

Many association AEs are finding that NARs Core Standards requirements can lead to more programs
and initiatives that members really value. As your association raises the bar to meet higher standards,
members should recognize more value in their REALTOR association membership. The key is making
sure your members see that value.

This value proposition resource was designed to provide you with messaging options themes and
associated graphics that you can use to communicate what your association does to positively impact
your members real estate business. This user guide will help you cross two big items off your to-do list:

Show members that the association provides relevant programs and services they cant get
anywhere else.

Help staff and volunteer leaders communicate the associations value and the importance of
REALTORS in your community.

Why Communicating Value Matters

1. A value proposition connects a few relevant activities that you do well with what a member needs
to better their work life and their business.

2. A value proposition conveys simply and clearly why the member should belong.

3. If you communicate effectively, the value proposition changes a members perception from have
to belong to Im better off with you than without you.

To learn more about value propositions, visit NARs Value Proposition Toolkit.

www.nar.realtor/valuetoolkit

A value proposition is

the rationale for why the member

should belong to your association,
another association or nowhere at all.

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Value Proposition Messages

There are two messaging themes and associated designs for your consideration. Choose the one
that best suits your associations personality or that represents it best. Its important to choose one of
the themes and stick with it.

<Name Association of ReAltoRs>

<Name Association of ReAltoRs> is Working for You.

is Working for You.

MOVING FORWARD
to Support Your Success Todayand Tomorrow.

Focusing on

WHAT MATTERS
To Your Business.

Local political Local visibility to Local awareness

involvement to promote what you of ethics and high Ethical and professional
pursue issues that do in our community. REALTOR standards. conduct standards to
ensure integrity.
matter to you.
Relationships with local
officials to support
and protect personal
Community involvement property rights.
opportunities for REALTORS
to build a vibrant future.

Tackling the Issues That Are Core to Your Success.

Your Success is Core to Our Business.

Association Logo
in white Association Logo
in white

<Association Name> meets NARs Core Standards raising the bar to provide high-quality services.
<Association Name> meets NARs Core Standards raising the bar to provide high-quality services.

Theme #1 Focus Theme #2 Success

The three value proof points in each design above tells members (in a clear and simple way) the
specific benefits your association delivers to them by meeting the Core Standards:

An influential voice in the political process

A valued partner and contributor in the community
High ethical and professional conduct standards that ensure integrity

You can use these or replace them with other value proof points, but dont overwhelm members with
more than three offerings. Be sure to focus on what you do very well that link to what members need
the most.

Here are some other value proof points that you can consider:

Professional growth and leadership development opportunities

Up-to-date technology tools and forms
The latest need-to-know industry information and trends

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Materials to Help You Market Your Value Proposition

The messaging theme you choose comes with a collection of marketing materials. These items will help you
communicate your new value proposition.

Youll find both print and digital materials. Heres whats in your toolbox:

ICON <Name Association of ReAltoRs>

Poster (24 x 36)
This is your workhorse. Think of Print these to display in your
is Working for You.

the icon as your value propositions WHAT MATTERS

Focusing on

To Your Business.
office lobby, in your classrooms
theme logo. Use it liberally like or at events.
in your email signature block or on Local political
involvement to
pursue issues that
matter to you.
Local visibility to
promote what you
do in our community.
Local awareness
of ethics and high
REALTOR standards.

association giveaways to extend

your value message. Tackling the Issues That Are Core to Your Success.

Association Logo
in white

<Association Name> meets NARs Core Standards raising the bar to provide high-quality services.

WeBSITE AD <Name Association of ReAltoRs>

Flyer (8.5 x 11)
Place this ad on your home page Distribute and review the flyer at
is Working for You.

(as a teaser) with a link to the full your new member orientation or
Focusing on

WHAT MATTERS
To Your Business.

proposition on your About Us other meetings. Post it in spaces

page. If you want to add your logo Local political
involvement to
pursue issues that
Local visibility to
promote what you
do in our community.
Local awareness
of ethics and high
REALTOR standards.
that are too small for a poster.
to the web ad, a printer or designer
matter to you.

can help. Tackling the Issues That Are Core to Your Success.

Association Logo
in white

<Association Name> meets NARs Core Standards raising the bar to provide high-quality services.

Facebook Banner Image

Use this pre-designed image on your
Facebook Page.

The graphics are available on www.nar.realtor:

www.nar.realtor/value-toolkit-graphics

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Personalizing Your Messaging Materials

Once you choose a messaging theme and design that best suits your association, its time to personalize
it and make it your own. The designs have a holding place for your associations high-resolution logo
and name.

You have access to a folder that contains all of the marketing materials. The flyer and poster are in
PDF format; the other three graphics are in .JPG format.

If you want to edit these materials, you can purchase the full version of Adobe InDesign (for print
documents) and Photoshop (for the three graphic images). With these programs you can insert your
logo and make other changes.

If you dont have these programs, a printer or graphic designer can help you add your logo and/or
make other small changes to all the materials.

Download these materials at:

www.nar.realtor/value-toolkit-graphics

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Color Palette for Other Marketing Materials

Matching other marketing pieces to your value proposition materials will strengthen your messaging.
Here are the exact colors you should use.

Print Blue Gold

C 100 Pantone Solid C 7 Pantone

M 57 to Process M 35 Process Coated
Y 0 293 PC Y 100 18-1 C
K 2 K 13

Digital/ Blue Gold

Web

R 0 HEX (web) R 252 HEX (web)

G 103 #0067B1 G 175 #FCAF17
B 177 B 23

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TAKE ACTION
Let this checklist be your guide. It will help you learn
how to use the materials, and itll keep you on track
through launch. Youll always know whats next.

1.

2.

3.

4.

5.

6.

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Launching Your Value Proposition

A plan makes all the difference, especially when it comes to launching your value proposition. As you
plan, consider all the ways members come in contact with your association. Make sure you incorporate
the value message into all the ways you communicate, not just on your website or on a flyer.

This is your chance to tell members why they should pay attention, and why you are different from any
other organization. Your leaders and staff should own the message and be part of your marketing team.

Website Banner in Training Room or Reception Area

(The graphic should be Receptionists Greetings
prominent on the homepage.)
Email Signatures
About Us Webpage
(Include the entire value proposition E-newsletter
that clearly says, Why?) (Make sure your news items align with your
points of value.)
Associations Voicemail Message
New Member Brochures
Business Cards
Front Door
Desk and Wall Signs in the Office
Parking Lot Entrance
Office Reception Area
(Posters to reinforce the message)

Plan a SPLASH, not a timed-release or drip

campaign. Getting your members attention
requires something new, different and visible.
Then? Repeat and repeat and repeat.

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 Do you have other questions?

If its not covered in this guide or in the webinar content,

never fear NAR is always here to help.

Contact NARs Association Leadership

Development Department:

Cindy Sampalis
[email protected]

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