REALTOR® Association of Sarasota and Manatee
OUR CHALLENGE.
The REALTOR® Association of Sarasota and Manatee (RASM) provides powerful resources, education and the advocacy to over 9,000 REALTORS®. Agency McKenna shaped RASM’s centennial year to underscore the mission and value it delivers to agents and brokers. Increased professionalism, more sales production and better profitability.
Agency McKenna developed breakthrough strategies and communication programs to increase member engagement, fortify member relationships and create a halo around REALTORS®. Our collaboration strengthens the RASM brand. And better positions the value and integrity REALTORS® bring to consumers in southwest Florida’s $8 billion real estate market.
OUR SOLUTION.
RASM chose Agency McKenna with over 20 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 an agent who is a REALTOR®.
MEMBERS TELL VALUABLE STORY OF REALTORS.
Digital campaign complemented by real-life videos of REALTORS® 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 SMIT, single most important thought? Your “Just do it.®” Agency McKenna developed the tagline “Reach FurtherTM” to support RASM’s new positioning strategy. It communicates an aspirational message to members and cements deeper value for consumers. Members can Reach FurtherTM in their careers and business growth. Consumers can Reach FurtherTM 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 centennial anniversary 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 powerful, relatable ads to share their message. These intentional 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 unbiased, objective member surveys. On a recent survey to all members, this resulted in 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 association programs and services. This benefits the association with directional feedback driving a new strategic plan or updates to an existing plan. Real data empowering bold decisions.
“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 media releases and vision messaging to jumpstart the Foundation and support Sarasota and Manatee communities.
Scholarships for students, grants for REALTOR® members in need and other housing-related efforts 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 THEIR REALTOR® MAGAZINE.
Agency McKenna overhauled the look and feel of RASM’s flagship communication, its magazine in digital and print. Designing an attractive layout and rebranding it with an exciting new name. “ELEVATE” captures the association’s brand promise, Reach Further, and the value of the magazine’s content to engage RASM’s 9,000 members and over 400 Business Partners. The overhaul has created a better marketing channel Business Partner advertising and non-dues revenue.
CASEPRO® SOFTWARE – PROFESSIONAL STANDARDS TECHNOLOGY FOR REALTOR® CODE OF ETHICS ENFORCEMENT.
RASM loves CASEPRO® Software. Agency McKenna invented the real estate industry’s only, all-in-one Code of Ethics enforcement technology. CASEPRO® Software makes it easy for administrators to manage grievance complaints, produces accurate documents, schedules hearing meetings and tracks communications. Make it easy for staff to manage cases and volunteers to provide due process. Best part, CASEPRO® Software serves over 650,000 REALTORS® and 350+ REALTOR® Associations.
“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!”
