MetroTex Association of REALTORS®
MetroTex Association of REALTORS® (MetroTex) is based in the Dallas metropolitan area. With over 20,000 members, it is one of the largest local REALTOR® associations in the country.
Unfortunately, the association’s members were becoming increasingly disengaged, resulting in poor event attendance and declining dues and non-dues revenue. MetroTex increasingly struggled to excite and reactivate its members.
MetroTex engaged Agency McKenna to assess and remedy its member engagement problems. We began our work with a member satisfaction survey, which revealed a breakdown in member communications. We also discovered that MetroTex was not segmenting its email audiences, so that all members received all communications all the time. This “spray and pray” method resulted in low email open and clickthrough rates and increased member apathy.
As a result of these findings, we developed a comprehensive program that included marketing strategy, brand and identity revitalization and broad-scale marketing communications to promote departmental programs. We also segmented MetroTex’s members by specific membership attributes, career trajectory and other data. This improved segmentation served as the foundation for MetroTex’s future audience-driven marketing campaigns.
IDENTIFYING AUDIENCE SEGMENTS.
Agency McKenna’s research pointed to nine segments reflecting member attributes, years in business, education, aspirations, and other demographic and psychographic factors. A segmentation strategy would then be used to maximize member relevance across communications.
BRAND LAUNCH CAMPAIGN.
A campaign celebrating the extraordinary things that member REALTORS® do at work and in the community helped to build excitement around the new brand and reignite engagement with the association.
PROFESSIONAL DEVELOPMENT LIFTOFF.
Integrated collateral to support training 20,000 members. Training tracks align with where members are in their professional arc. Brochures, course catalog, email marketing and social media to raise awareness and increase course registrations.
Agency McKenna developed a customized services guide to inform MetroTex members of the many resources available to them. The guide consists of 11 cards within a folder, an easy system for the association to update with prioritized information.
Member Satisfaction Survey | Communications Audit | Stakeholder Interviews | Focus Groups | Audience Segmentation | Brand Identity | Sub-brand Identity | Brand Guidelines
Brand Launch Campaign | Tagline | Marketing and Media Plans | Messaging Platform | Internal Communications | Email Marketing | Social Media | Website Design | Web Video