Member Satisfaction Survey Results Executive Summary to ......57% - New Member Orientation 25...

© 2017 MCKENNA DESIGN GROUP

proprietary and confidential :: not for distribution

Member Satisfaction Survey Results

Executive Summary to BOD

October 16, 2017


proprietary and confidential :: not for distribution2

▪ 2017 Member

Satisfaction

Survey Results

Today’s

Agenda



Survey Profile

▪ Question Categories

▪ Member Value and Usage

▪ Government Affairs and RPAC

▪ Education

▪ Staff and Leadership

▪ Member Profile and Demographics

▪ Member Demographics

▪ Deployment

▪ Six emails (One invitation, five reminders to those who had not responded)

▪ Timeframe

▪ 7 business days (9/17/17 – 9/26/17)

3



Survey Profile

▪ Response Rate

▪ Objective: 8-10% response rate

▪ Actual: 16% response rate – nearly 2X anticipated results

▪ 1,505 Responses: 1,244 completes, 261 partials

▪ Incentives

▪ One of two free GBAR local dues for 2018

▪ One of four $50 VISA gift cards

▪ Other Pertinent Results

▪ GBAR has 1,505 data points on member needs and GBAR

performance

▪ 17 minutes per survey, total of 25,585 minutes or over 426 hours

of online surveying.

▪ Survey Monkey was a very efficient tool to garner member input

4



Demographics



Member Type

6

▪ What membership type do you hold?



Age

▪ Of the respondents, Boomers are the resounding demographic with

Gen X and Millennials trailing behind. GBAR has a diverse member

base that needs to be segmented and marketed to via different

channels.

▪ 51% aged 52-70 “Boomers”

▪ 25% aged 40-51 “Gen X”

▪ 19% aged 22-39 “Millennials”

7



Professional Arc

8

▪ Relative to sales production levels, years in the business, full-time

vs. part-time, where do you see yourself—beginner, intermediate

and advanced agent or broker?



Production Level

9

▪ What were the total number of transaction sides in 2016 (buying,

selling or both)? (Please note, if you were part of a two-person

team and did 12 transactions in 2016, you would divide the total

transactions by the number of team members which in this

example, would result in 6.)



Years with GBAR

▪ The majority of respondents

(35%) have been with GBAR

for 10 years or more. A close

second are new members (1-2

years) equaling 32%.

IMPACT: Nearly 1/3 of GBAR

members are new. The first two

years are critical to deliver

perceived value to members, get

them up and running, and help to

grow their competence and sales.

Having cohesive services and

marketing to welcome and

onboard new members is critical

to drive member involvement and

retention10



Survey Results:

Member Value

and Usage



▪ 80% - Very Aligned / Aligned

▪ 13% - Somewhat Aligned

▪ 2% - Not Aligned

▪ 5% - I don’t know

12

IMPACT: 93% of members are very aligned, aligned or somewhat

aligned with the GBAR Mission. The mission statement resonates with

more than 8 out of 10 members. Continue to rally around delivering

programs and services in support of GBAR’s mission

Q1: To what degree are you aligned with

GBAR’s mission statement? (Combined Very Aligned and Aligned)



▪ 46% - Strongly Agree / Agree

▪ 33% - Somewhat Agree

▪ 16% - Disagree

▪ 5% - I Don’t Know

13

IMPACT: With less than half of respondents agreeing that GBAR is

indispensable to their profession, there is much room for improvement

to cement the value found in membership, programs and services

Q2: Do you agree with the following

statement: “GBAR is indispensable to my

prosperity in real estate”? (Combined Very Valuable and Valuable)



Q3: How would you rate your LEVEL OF

SATISFACTION with GBAR events/classes

you attended in the past 12 months? (Combined Very Satisfied and Satisfied)

Top 5 Responses

▪ 65% - Professional Ethics Training

▪ 49% - CE Classroom Courses

▪ 44% - New Member Orientation

▪ 30% - Manageable Monday

Webinars

▪ 28% - Designation Courses

14

IMPACT: Members are satisfied with the above events/classes. Invest

time and resources to increase the awareness of these offerings to

encourage attendance, deliver increased perceived value and in some

cases, grow non-dues revenue



Q3: How would you rate your LEVEL OF

SATISFACTION with GBAR events/classes

you attended in the past 12 months? (Combined Very Satisfied and Satisfied)

Bottom 5 Responses

▪ 20% - Installation of Officers &

Directors

▪ 19% - Network For Success

Evening Socials

▪ 17% - Annual Awards Program

▪ 15% - Young Professionals

Network Events

▪ 14% - Broker/Owner Forum

15

IMPACT: MDG understands these events aren’t for every segment. Continue to monitor and evaluate these events to determine if they are suitable for brokers, YPN, volunteers, etc. It is important that GBAR continue to develop a leadership funnel for its committees, diverse member segments and leadership opportunities



Q5: Rank THE VALUE of the following GBAR

programs and services: (Please answer all

components)(Combined Very Valuable and Valuable)

Top 5 Responses

▪ 76% - Enforcement of Code of Ethics,

Mediation and Arbitration Process

▪ 74% - CE Classroom Courses

▪ 73% - GREB E-Forms Library

▪ 71% - Resolving Disputes in a Timely,

Effective Manner

▪ 70% - Designation and Certification

Courses (Tied)

▪ 70% - Housing Data Activity Reports

(Tied)

16

IMPACT: What members value directly impacts their behavior. Focus on elevating the top 5 services/classes that members rated with the highest value. These are key to showcasing how GBAR provides critical opportunities to enhance member training and capabilities in real estate. Increasing attendance then delivers more ROI



Q5: Rank THE VALUE of the following GBAR

programs and services: (Please answer all

components)(Combined Very Valuable and Valuable)

Bottom 5 Responses

▪ 42% - Manageable Mondays Webinars (Tied)

▪ 42% - Committee Volunteerism (Tied)

▪ 39% - REALTOR® Day on Beacon Hill

▪ 38% - Networking and Social Events (i.e.

YPN, Affiliate Nights, Awards Program,

Installation)

▪ 36% - GBAR on Social Media (i.e. Facebook,

LinkedIn, etc.)

▪ 35% - GBREB Political Edge E-Newsletter

17

IMPACT: The bottom 5 responses provide valuable information on communications, events and classes that need to be addressed. These programs, and how they are being packaged and communicated, are pivotal for GBAR. Evaluations at events/classes will garner deeper insights to how to innovate, improve or phase out programs in the future



Q6: HOW FREQUENTLY do you take advantage

of the following programs and services? (Combined Weekly and Monthly)

Top 5 Responses

▪ 55% - Email Communications

▪ 47% - GBAR Informer E-News

▪ 44% - GBREB E-Forms Library

▪ 42% - Housing Data Activity

▪ 42% - Website

18

IMPACT: Providing clear and direct communications to member

segments is vital to growing engagement. Nearly half of members are

utilizing the top 5 communications/services on a monthly basis.

Ensure information is relevant and on-point with specific member

needs to keep them coming back to GBAR to increase usage



Q6: HOW FREQUENTLY do you take advantage

of the following programs and services? (Combined Weekly and Monthly)

Bottom 5 Responses

▪ 8% - Administering Discipline Appropriate

to Nature of Grievance (Tied)

▪ 8% - Networking and Social Events (Tied)

▪ 7% - GBAR Leadership Opportunities

▪ 7% - Committee Volunteerism

▪ 7% - REALTOR Day on Beacon Hill

▪ 6% - Broker Counseling Hotline

19

IMPACT: The least utilized offerings GBAR provides indicate

opportunities to re-evaluate resources invested to support these

efforts. Recommendation: Innovate, improve or phase out programs to

increase usage and member perceived value/ROI.



Q8: Indicate your preferred communication

methods for each of the following types of

services.

20

IMPACT: Email is the resounding way members prefer to be

communicated with, followed by the GBAR website and social media.

Recommendation: Laser focus emails on key segments to cut through

the clutter and provide content tailored to specific segments

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Survey Results:

Government

Affairs



Q13: Which LOCAL policy issues are most

important to you? (Combined Very Important and Important)

Top 5 Responses

▪ 87% - Tax on Real Estate

Commissions

▪ 84% - Fair Housing / Discrimination

▪ 83% - Property Tax Assessments

▪ 83% - Property Disclosure

▪ 81% - Mortgage/Banking

Regulation

22

IMPACT: Keep the top 5 responses as leading information to provide

via email and on the website. Members find these very important to

their careers in real estate and on behalf of consumers. Make it easy

to locate and readily available. Note that some of these may be

shareable content, suitable for consumers



Q14: What FEDERAL policy issues are

important to you? (Combined Very Important and Important)

Top 3 Responses

▪ 90% - Tax Reform / Mortgage

Interest and Property Tax

Deductions

▪ 84% - Federal Financing Reform

▪ 80% - Fair Housing (Tied)

▪ 80% - IRS Rules Regarding

Independent Contractors (Tied)

23

IMPACT: Elevate the top federal issues on email and the website. Use

these topics as drivers to get members to engage and connect with

GBAR and NAR on broader, industry-wide issues, calls to action and

impact made by policy decisions



Survey Results:

Education



Q16: How would you rate the classes you

have taken with GBAR? (Combined Very Satisfied and Satisfied)

Top 3 Responses

▪ 76% - Code of Ethics Training

▪ 58% - Classroom CE

▪ 57% - New Member Orientation

25

IMPACT: Code of Ethics training is THE most popular class taken by

members followed by CE and orientation. Capture member

testimonials to expound on these offerings and showcase the findings

to new/prospective members. Continue to provide multiple

opportunities for members who are not engaged to attend these

important classes



Q16: How would you rate the classes you

have taken with GBAR? (Combined Very Satisfied and Satisfied)

Bottom 3 Responses

▪ 21% - Roadshow

▪ 19% - Regional RealTour

▪ 18% - Business Skill Building

Seminars

26

IMPACT: Classes that rank in the bottom three should be re-evaluated

for content, location and instructor to discover opportunities for

improvement. GBAR would also benefit from looking at its marketing

for these events. Are they packaged in a way that is engaging,

compelling and relevant to members?



Q20: GBAR offers a wide range of courses.

Which topics would you like to see offered in

the next year?

Top 5 Responses

▪ 61% - New Technologies & Tools

▪ 56% - Negotiating Skills

▪ 53% - Finance and Investments

▪ 51% - Marketing / Branding

▪ 50% - Social Media

27

IMPACT: Members are requesting the top 5 courses above. Deliver on

their needs. Technology, sales negotiation and marketing top the list.

However, these results spotlight an opportunity to introduce or

reinvigorate classes/programs that drive appeal and demand. GBAR

should consider investing time and resources into developing these

programs, including marketing



Survey Results:

Staff and

Leadership



Q24: Please check the reason(s) you

contact GBAR. (Combined Very Important and Important)

29

IMPACT: Membership and events/classes top the list. Also near are

legal questions and forms & contracts. GBAR may benefit from

automation and technologies to support these efforts: online

application, automated dues reminders, an online legal hotline

question submission solution. These will increase staff productivity

and provide better member service, which in turn, generate a stronger

relationship and value for members

Top 3 Responses

▪ 45% - Membership/ Dues/Policy

Issues

▪ 43% - Event/ Class/ Webinar

▪ 41% - Legal Questions (Tied)

▪ 41% - Forms and Contracts (Tied)



Q26: Association staff is dedicated to

providing the highest level of customer

service for your dues investment. Overall,

how satisfied are you with your interactions

with staff? (Combined Very Satisfied and Satisfied)

▪ 61% - Very Satisfied & Satisfied

▪ 10% - Somewhat Satisfied

▪ 3% - Not Satisfied

▪ 25% - Don’t Know/Unaware

30

IMPACT: 61% of members are very satisfied and satisfied with the

level of service provided by GBAR staff. The goal should be 80%+.

Build a strong partnership with members at every stage of their real

estate career. The GBAR brand is the sum of all its parts including live

interactions. GBAR may choose to invest in customer service training

as well as cross-train staff on member FAQs



▪ Marketing Playbook

▪ Communications Update

▪ Email

▪ Website

▪ Social Media Campaign

Next Steps



Questions? Thank You.

Warren McKenna, MFA, CAE

Joyce Chacko, Marketing Manager

Danielle Cole, Marketing Coordinator

Member Satisfaction Survey Results Executive Summary to ......57% - New Member Orientation 25...

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