2016 Membership Survey Results - CoreNet Global...The Corporate Real Estate Profession is not just...

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2016Membership Survey


Objectives

• Draw a better description of where and how CRE professionals come into the profession

• Determine the value proposition of the association by uncovering membership drivers and barriers to membership as perceived by current and former members

• Understand the perceptions of the current benefits and services, including which ones are considered most valuable, and how well CoreNet Global is meeting member needs with those benefits and services

• Understand perceptions of the CRE profession globally

• Compare findings to the 2013 study.


Methodology

• 11,217 current and former members were surveyed, resulting in 1,523 fully completed responses and 275 partial responses for a total sample size of 1,798.

• The response is above average for online surveys for professional and trade associations with a rate of 16% and higher than the 2013 response of 15%– Current Members = 21% (above average)– Former Members = 6% (average)

• Margin of Error– The margin of error was 2.3%, meaning that if you were to repeat the

survey 100 times you would expect to get the same result +/- 2.3%, 95 out of 100 times.


Methodology

• Data/Rounding: – Percentages are rounded so they may not add up to 100% and questions

that allow multiple responses may not add up to 100%.

• The responses were consistent with the composition of the membership

• The survey was conducted with the same independent firm, Marketing General Inc. (MGI), that conducted the more detailed survey in 2013. MGI is a specialist in marketing and research for professional and trade associations.

• The detailed membership survey is done every 3 years.


Personal Characteristics

Respondents: All


CRE Background - Tenure


CRE Background – Role in the Profession


CRE Background – Size of the Real Estate Portfolio

Respondents: Senior End Users


CRE Background – Geographic Reach

Respondents: End Users


CRE Background – End User’s Expertise

Respondents: End Users asked to check all that apply


CRE Background – End User’s Time Priorities



CRE Career – Skills Require ImprovementBy Seniority

Respondents: All asked to check all that apply


CRE Career – Skills Require ImprovementBy Region, Age & Type

Respondents: All asked to check all that apply


CRE Career – How did End Users get involved in CRE?



CRE Career – How did End Users get involved in CRE? (By Type, Region & Age)



CRE Career – Future in CRE



CRE Career – Future in CREBy Type, Region & Age



CRE Career – Who hires recent graduates?

Respondents: All who are responsible for or familiar with the company’s hiring practices


Top Challenges for CRE Profession

20%

21%

23%

26%

29%

30%

33%

36%

36%

91%

Lack of resources

Working in a global environment

Understanding the changing Service Provider landscape

Managing/analyzing big data

Change management

Attracting and retaining talent

Embracing and keeping pace with new technology

The Corporate Real Estate Profession is not just about CRE

Communicating Value

Demonstrating strategic value

n= 1,742Respondents: All asked to select up to five choices


Top Professional Challenges Faced by the Members

20%

20%

20%

21%

23%

26%

28%

34%

29%

29%

29%

31%

25%

33%

16%

22%

30%

38%

Anticipating and keeping pace with the needs of the business

Lack of budget or resources

Increasing the decision making influence CRE professionals have

Dealing with political/bureaucratic issues

Finding Career advancement opportunities

Demonstrating strategic value of Corporate Real Estate

Keeping abreast of industry trends and information

Business development and customer relationship management

Anticipating the evolving workplace

Managing external or internal client expectations

2016 2013

Respondents: All asked to select up to five choices


Top Areas of Focus for CoreNet Global

9%

26%

31%

32%

33%

36%

41%

43%

61%

68%

Conduct Research

Leading the evolution and maturity of the practice of CRE around the world

Train and develop young leaders new to the profession

Grow the general business acumen of members (leadership and soft skills)

Broadening the reach and influence of corporate real estate practitioners withincorporations

Broadening the network for our members outside of CRE to other key support functionexecutives (HR, IT, Legal, Finance, Procurement, etc.).

Helping members understand current and future global trends and events andexploring the relevance to the CRE Profession.

Supporting growth, learning and programming at the local level with the chapters

Partnering/collaborating with universities to create a pipeline for CRE talent

Raising the profile and visibility of the profession

Respondents: All asked to select up to five choices


Membership – Former Member Perception

Respondents: all former members

These are former members who

believe that they are still members.

These are former members who

believe that they were never members.


Membership – Top Reasons for Joining

41%

53%

58%

65%

70%

18%

38%

34%

50%

72%

Sharing best practices with peers

Access to CRE decision makers and understanding of CRE

Keeping current on industry information and trends

Education and training opportunities

Professional networking /business development

2016 2013

Respondents: All asked to select up to three choices.


Membership – Time Spent Using CoreNet Benefits

Respondents: All current membersThis was not asked in 2013


Membership – Top Reasons for Allowing Membership to Lapse

35%

39%

41%

31%

35%

32%

Too expensive

I did not feel the benefits were worth the cost of membership

My employer will not pay for membership

2016 2013

Respondents: all former members were asked to select up to three choices


Membership – Likelihood to Renew


Membership – Why unlikely to Renew?

Respondents: 89 respondents, meaning 2% of all, who indicated they were unlikely to renew.


Membership – Likelihood to Recommend Membership

Respondents: All current members

96% of respondents indicate they are likely to recommend membership in CoreNet (on par with findings from 2013 at 97%)


Membership – Likelihood to Recommend Membership (by Region, Age and Type)



Indispensability /Needs Assessment - Interpretation


Indispensability /Needs Assessment - Overview

2013 2013 2013 2016 2016 2016

Imp Del Gap Imp Del Gap

Meetings & Networking 3.34 3.29 0.05 3.49 3.23 0.26

Publications & Reports 3.27 3.21 0.06 3.28 3.18 0.10

Educational Opportunities 3.23 3.10 0.13 3.26 3.21 0.05

Other Resources 3.07 3.17 (0.10) 3.16 3.10 0.06



Indispensability /Needs AssessmentMeeting & Networking – Key Products / Services

Importance Delivery Gap% Not

Relevant%

Unaware% Not Used

Access to a local Network‐2016 3.78 3.40 0.38 3% 4% 7%

Access to a local Network‐2013 3.67 3.44 0.23 6% 6%

Chapter Events ‐ 2016 3.69 3.39 0.30 3% 3% 7%

Chapter Events ‐2013 3.59 3.53 0.06 4% 6%

Global Summit Networking ‐2016 3.66 3.44 0.22 8% 3% 17%

Global Summit Networking ‐2013 3.48 3.50 ‐0.02 7% 14%



Indispensability /Needs AssessmentPublications– Key Products / Services


Relevant%

Unaware% Not Used

Research Reports ‐2016 3.43 3.18 0.25 6% 9% 11%

Research Reports ‐ 2013 3.43 3.19 0.24 13% 6%

Thought Leadership such as CORE 2020 Research Project‐2016

3.40 3.20 0.20 10% 12% 17%

Thought Leadership such as CORE 2020 Research Project ‐ 2013

3.28 3.28 0.00 19% 9%

Corporate Real Estate Review ‐2016 3.30 3.20 0.10 9% 13% 15%

Corporate Real Estate Review ‐2013 3.18 3.21 ‐0.03 14% 7%


Note: In 2013, benchmarking data was the most important service in this category.


Indispensability /Needs AssessmentEducational Opportunities– Key Products / Services


Relevant%

Unaware% Not Used

Educational events held by Chapters ‐2016 3.61 3.26 0.35 3% 11% 5%

Educational events held by Chapters ‐ 2013 3.35 2.98 0.37 12% 12%

Global Summit Content ‐2016 3.58 3.38 0.20 4% 18% 8%

Global Summit Content ‐2013 3.22 3.16 0.06 14% 15%

MCR Designation ‐2016 3.56 3.51 0.05 5% 36% 17%

MCR Designation ‐ 2013 3.28 3.51 ‐0.23 11% 25%


Note: In 2013, the most important benefit was leadership training, but in 2016 the leadership program is the least valued benefit and there is a negative gap, meaning that we are over delivering.


Indispensability /Needs AssessmentOther Resources– Key Products / Services


Relevant%

Unaware% Not Used

CoreNet Global Website ‐2016 3.47 3.24 0.23 4% 3% 8%

CoreNet Global Website ‐2013 3.31 3.33 ‐.02 10% 6%

Knowledge Center Online ‐2016 3.39 3.16 0.23 8% 10% 15%

Knowledge Center Online ‐ 2013 3.31 3.18 0.13 15% 7%

Membership Directory ‐2016 3.39 3.28 0.11 6% 8% 13%

Membership Directory ‐2013 3.34 3.37 ‐.03 10% 6%



Indispensability /Needs AssessmentLeast Valued Benefits

Category Description Importance Delivery Gap

Meetings & NetworkingProfessionalrecognition / Awards

3.14 3.14 0%

Publications & ReportsCore Research Indicator 3.11 3.10 0.01

Educational OpportunitiesLeadership Training 2.86 3.00 ‐.014

Other ResourcesMobile forMembers App 2.95 2.95 0%



Most Valuable Associations

45%

53%

70%

30%

CoreNet Global

Other National Association

2016 2013

2016 Membership Survey Results - CoreNet Global...The Corporate Real Estate Profession is not just...

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