I love real estate events. Some of the biggest deals and professional opportunities I’ve experienced in my career came as a direct result of attendance at the industry’s big events. I wrote a lot about the art of conferencing around the time of Inman Connect San Diego this summer, and I was fortunate enough to attend Blueprint this month.
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However, association events, typically, all feel the same: Same speakers being recycled, same setting, same format. Not nearly as exciting as some of the flashier flagship private events, like those put on by Tom Ferry or other coaches and trainers.
This week, though, I attended an event put on by Nevada Realtors that offered a refreshingly high caliber of content to its membership.
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NVision Summit really raised the bar for what an association’s event can be and how associations can add value in today’s real estate landscape. Agents are approached with a tough market and a lot of places to spend their money, so having an association provide this level of excitement and education is truly valuable.
“We’ve always believed that real progress in real estate comes from innovation — and that meaningful change begins when the right people come together,” Nevada Realtors CEO Tiffany Banks said. “That’s why creating the NVision Summit was so important to us.
“The energy in the room, the passion, the momentum — it all confirmed that we’re building something powerful. And this is only the beginning.”
Awesome events can happen at the associational level
Banks’ vision started with the setting. Instead of taking place in a casino conference room or at the association headquarters, Nevada Realtors chose a world-class venue, Worre Studios, which set the stage for an amazing and impressive day.
The keynote was from James Dwiggins, Sherry Chris interviewed NAR CEO Nykia Wright, and a host of other real estate heavyweights weighed in with insights and actionable strategies for making the most of both the current and upcoming markets. This one was not only worth attending; it was worth traveling for and carving out time on our calendars.
In addition, because it was an associational event, attendees were able to get continuing education credit for their time. This is a major step up from the normal CE credit classes that agents rush to take right before the deadline every couple of years.
How to create a value-filled associational event
1. Use your connections to bring in big names
Almost every major market has a super agent or thought leader or a friend-of-a-friend of one. Don’t underestimate the excitement you can generate from adding someone who’s seen as a true high-profile real estate expert to your speaker lineup.
2. Focus on current events as topic generators
Forget generic “success” topics in favor of topics that focus on recent controversies, upheavals and concerns for your membership. Make sure you’re providing practical applications and follow-up ideas so that your members can put their newfound knowledge to work in their businesses.
3. Consider monetization when crunching your numbers
Think you can’t afford to stretch your instructional budget to a big event? Remember that bigger sponsorships, merch and other monetization opportunities come along with a more high-profile training day. That might make up the shortfall and allow you to increase the impact and audience for your association’s event.
“We set out to build a space where the sharpest minds in our industry could connect, collaborate and challenge the status quo,” Banks said. “Bold ideas, strong leadership and a willingness to rethink what’s possible — that’s what drives our industry forward.”
Set your sights higher, and add more impact when planning your next event. You may be surprised at how far it goes to improve the relationship between association and membership while increasing the perceived value of the dues agents pay each year.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
