Most “committees” will no longer exist

“Mobile” will be the primary association communications channel

What’s “free” and what’s “paid” will look very different

Niches will grow in importance relative to the mass market

Geography is no longer that important, and as a result local components will focus on active, valuable and sustainable products and services, or else fade away

Leadership development models will change by necessity, because few people want to make multi-year commitments

The line between “member” and “customer” will become even more blurred

The list above is from Kevin at Associations Inc, and I thought it had a lot of very significant challenges for managers of trade associations, particularly the Realtor-flavored ones.  Let's look at some implications of Kevin's general trends:

1. Get rid of your committees.  Earlier I posted an article about running an association with just three committees.  Think about that...and while you're thinking, start turning committees into work groups, task forces, online forums, users' groups, and wikis.

2. Mobile?  What tools are in your mobile applications basket?  Maybe an I-phone ap (see the California Association's product).  A property search for smart phones? An association phone based network?  Newsletter and event announcements via phone?

3. What's free and what's paid?  Well, first start with understanding your core services.  Know what's included in the members' dues dollar investment, and know the exact annual cost per member (don't forget enforcing professional standards--that's an expense component usually included in dues).  Then, what add-ons that are free to the members?  And then what menu services to you offer at additional fees? And are those fees enabling the product or service to be self-sustaining or profit making?  Got business plans for each?  Gives the phrase 'run your association in a business-like way' a whole new meaning, doesn't it?

4. Niches.  Does your association accomodate specialists like commercial specialists, international real estate, resort marketing, seniors, young professionals?  Perhaps you need to combine forces with adjoing associations, states, or NAR to offer these services, but in this market place your members are no longer generalists (even though our whole membership structure is based on an association of generalist-salespersons and brokers).

5. Geography--another outmoded concept.  No matter how isolated a local association thinks it is, if the truth be told--it isn't.  And let's face it, the Realtor organization was founded on a geographically-based membership structure which no longer applies in an internet-based world.  We spend a huge percentage of our resources preserving this anachronism: get over it.  The average member doesn't do business this way any more, and he/she has little patience with an association whose restrictions limit his competitive abilities in a new business world.

6. You want new members?  Knock holes in the walls.  Let people who want to lead, lead. Eliminate some of the prerequisite hoops (gotta chair a committee, pass muster of the nominating good-old-boys).  Also, recognize that not all leaders want to be president: they have no intention of leading in traditional channels.  They just want to do a good job in an area for which they have passion.  That area may not fit in our traditional governance models.  As Clay Shirkey says, "Here comes everybody."  Your governance needs to be prepared for the onrush.

7. Who's our customer?  "Why, our MEMBERS", you say, with wide-eyed innocence, lip-syncing the party line.  There's a problem here, of course. Not all products should be designed for all members, even if you consider that your members are card-carrying home salesmen and brokers.  There's a difference between the skilled, seasoned professional and the new guy or gal.  Hard to design programs that satisfy both at the same time: so know how to define your target market. Secondly, more and more the trend is to offer consumer services: it's just good image for Realtors.  So what kinds of public service programs are you sponsoring: dispute resolution? a resource website? consumer education programs? a grass roots political action program for property owners? Affordable housing? (notice I've left off the generic mitten-collecting variety of public service).  And what about those affiliated businesses?  Are you genuinely building an informed, smooth-running business community regardless of function?  Aren't these professionals customers too?

Interesting and very direct questions, aren't they?  The real estate industry is coming to a crossroads, and so is its professional association.  Now, more than ever, we need to be joining with association professionals like Kevin, and looking into the future and its very tough questions.