REALTOR® Association of Sarasota and Manatee
OUR CHALLENGE.
The REALTOR® Association of Sarasota and Manatee (RASM) provides over 8,000 REALTORS® with powerful resources, education and the advocacy they need to succeed in real estate. Agency McKenna shaped RASM’s centennial year to underscore its value delivering the 3Ps of its mission to members: increased professionalism, sales production and profitability.
Agency McKenna developed 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 southwest Florida’s $8 billion real estate market.
OUR SOLUTION.
RASM chose Agency McKenna with over 15 years’ experience driving brand development, member engagement and digital communications for REALTOR® associations and MLSs. We strengthened the RASM brand, reinvigorated communications and demonstrated the value of working with a REALTOR®.
MEMBERS TELL VALUABLE STORY OF REALTORS.
Digital campaign complemented by real-life videos of REALTORS® value to their 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 a trusted partner in the community.
CREATING RASM’S BRAND PROMISE.
What’s 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 for everyone.
SHOWCASING MEMBERS
TO TELL RASM’S STORY.
Agency McKenna developed a 100 Year campaign spotlighting RASM 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 930,000 impressions, tens of thousands of emails delivered, and thousands of additional views monthly on their website.
MEMBER SURVEYS BUILD BETTER STRATEGIC PLANS.
For strategic planning, RASM relies on Agency McKenna to conduct professional member surveys. Agency McKenna invited all members to participate in the survey. A 42% increase from the previous survey. In Member Surveys, we ask what do members value and what do they use. We also ask NPS, CSAT, member sentiment on programs which RASM received excellent member feedback.
“Agency McKenna, thanks so much for the Member Satisfaction Survey presentation. As a result, our strategic planning sessions went very well.”
FOUNDATION LAUNCHES WITH BIG COMMUNITY 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 impact. 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 over $180,000 last year.
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 over 400 Business Partners. The overhaul has increased member engagement created a better marketing channel Business Partner advertising and non-dues revenue.
CASEPRO™ – PROFESSIONAL STANDARDS TECH FOR REALTOR® CODE OF ETHICS ENFORCEMENT.
RASM loves CasePro. Agency McKenna invented the real estate industry’s only, all-in-one Code of Ethics enforcement technology, CasePro. CasePro makes it easy to manage grievance complaints, produces accurate documents, schedules hearing meetings and tracks communications. Adding tremendous value to associations, staff and volunteer efficiency, governance and risk reduction. CasePro serves over 750,000 REALTORS® and 350+ REALTOR® Associations and MLSs. CasePro includes API integrations for Association Management Software.
“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!”