REALTOR® Association of Sarasota and Manatee
OUR CHALLENGE.
The REALTOR® Association of Sarasota and Manatee (RASM) in Florida provides over 8,000 REALTORS® with resources, education and the advocacy they need to succeed in real estate. Agency McKenna shaped RASM’s centennial year to underscore their value delivering the 3Ps to members: increased professionalism, sales production, and profitability.
Agency McKenna is the Agency of Record for RASM. We develop breakthrough strategies and communication programs to increase member engagement, fortify brand-led relationships and create a halo around REALTORS® and RASM. Our collaboration strengthens the RASM brand and better positions the value of REALTORS® to consumers in the marketplace.
OUR SOLUTION.
930,0178 impressions, increased views, and website traffic to its consumer resources. RASM chose Agency McKenna with over 15 years’ experience driving brand development, member engagement and digital communications for REALTOR® associations. We strengthened the brand, reinvigorated communications and demonstrated the value of working with a REALTOR®.
MEMBER VIDEOS TELL THE STORY OF REALTORS.
Digital campaign complemented by real-life videos of REALTORS® value to clients. Whether buying a home, selling a difficult property, or parting ways with a commercial property—REALTORS® are “Here for YOU.” Selina Bradley, RASM REALTOR® helped the Mixon Farms sell their 84-year family farm. A REALTOR® is your trusted partner in the community.
CREATING THE SMIT, RASM’S BRAND PROMISE.
What’s your SMIT? Your single most important thought. Your Just Do It. Agency McKenna developed the tagline “Reach Further” to support RASM’s new positioning strategy. It communicates an aspirational message to members and cements deeper value for consumers. Members can Reach Further in their careers, business growth and professional development. Consumers can Reach Further to achieve the American Dream of homeownership and the professionalism provided by REALTORS®. It’s a win-win.
LAUNCHING THE BRAND.
“Reach Further and Go Beyond” brand launch campaign to promote RASM’s new tagline. And communicate the many benefits of joining RASM, as a catalyst to build more member engagement. Inspiring REALTORS® to sell real estate in Sarasota, Bradenton and even on the moon.
CELEBRATING 100 YEARS.
100 Years of impact, advocacy, trust and excellence. Agency McKenna developed a powerful brand identity for RASM Centennial focused on impact. This brand identity provides a guidepost for the year of events, programs and campaigns celebrating the association and its REALTORS®.
SHOWCASING MEMBERS
TO TELL RASM’S STORY.
Agency McKenna developed a 100 Year campaign spotlighting their members impact to clients, the association and the community. The campaign started with a member photo and video shoot. And led to the creation of a variety of ads to share their message. These efforts resulted in over 900,000 impressions, emails delivered, and thousands of additional views each month on their website.
ENGAGING CONSUMERS WITH REAL-LIFE STORIES.
Agency McKenna developed a campaign targeting consumers in Sarasota and Manatee, Florida and the $8 billion local real estate market. With a bold headline “Here for YOU” and “Here for EVERYONE”, the campaign focused on reversing low inventory issues and increasing new listings. Real-life stories and digital marketing amplified reach and increased clicks.
LOW INVENTORY?
LET’S GET MORE.
Lack of housing inventory. Not only a problem in southeast Florida but across the country. With a bold call to action “It’s Time to Sell” we developed homeownership lifecycle stories. Move-up buyers looking for more space. Downsizers with too much house looking to sell. We focused the messaging on real needs of consumers. The campaign generated over 800,000 impressions and over 10,000 unique engagements with RASM REALTORS web pages.
MEMBER SATISFACTION SURVEYS.
For strategic planning, RASM relies on Agency McKenna to conduct objective member surveys. AGMK invited all members with 1,126 completing the survey, a 42% increase from the previous survey. In Member Surveys, we ask what do members value and what do they use. New this year, we asked Net Promoter Score® NPS, communications and customer service, which received excellent member feedback.
WHAT OUR CLIENTS SAY.
“Agency McKenna, thanks so much for the Member Satisfaction Survey presentation. As a result, our strategic planning sessions went very well.”
Chief Executive Officer
CHARITABLE FOUNDATION LAUNCH MARKETING AND IMPACT.
RASM engaged Agency McKenna to brand their new 501(c)3 Foundation. We created the brand identity for the RASM REALTORS® Charitable Foundation (RRCF) and grow its charitable arm. AGMK developed the branding, media releases and vision messaging to jumpstart the Foundation and support Sarasota and Manatee communities.
Scholarships for students, grants for REALTORS® in need and other housing-related efforts in local communities for generations to come. Generating $181,450 last year.
MAXIMIZING MEMBER PARTICIPATION.
To help RASM members learn about and access the many resources available, Agency McKenna developed a Member Services Guide. Created with a flexible, customized system of individual cards within a handy portfolio folder, this guide made it easy for RASM to update and reprioritize information across departments. Over 50% of all members use the Member Services Guide and has extended the value well beyond new members alone.
In addition to website listings, what better way to engage members than a printed directory of product and service providers? We developed RASM’s Business Partner Directory, providing a comprehensive listing of all business partners in all categories. A valuable resource as a recruiting and retention tool for over 400 businesses. This has increased dues and non-dues revenue while offering a value-add directory of companies committed to REALTORS® success.
TRANSFORMING LOCAL REALTOR® MAGAZINE.
Agency McKenna overhauled the look and feel of RASM’s flagship communication, its magazine. Giving it a new, attractive layout and rebranding it with an exciting and memorable new name. “Elevate” captures the brand promise, Reach Further, and the value of the magazine’s content to engage RASM’s 8,000 members and 400+ Business Partners. The overhaul has increased member engagement created an better marketing channel Business Partner advertising and non-dues revenue..
CASEPRO – PROFESSIONAL STANDARDS TECH FOR REALTOR® CODE OF ETHICS ENFORCEMENT.
Agency McKenna invented the real estate industry’s only all-in-one Professional Standards Case Management Software, CasePro. Serves over 600,000 members and 300+ REALTOR® Associations. This includes 7 API integrations for Association Management Software solutions. RASM has been a CasePro client for many years.
CasePro makes it easy to manage case pipelines, produces accurate documents, schedules hearing meetings and tracks communications from anywhere. Online 24-7-365. In the end, CasePro is a productivity resource for staff, busy volunteers and members—reducing association risk and supporting National Association of REALTORS® Code of Ethics.
WHAT OUR CLIENTS SAY.
“Your survey presentation was very helpful to our Strategic Planning discussions, and I think it was very eye-opening to the board. We are looking forward to building a plan to support our new and long-term strategic plan. Thank you, Agency McKenna!”
Former Vice President of Communications and Engagement