T H E B U S I N E S S J O U R N A L F O R R E A LT O R A S S O C I AT I O N E X E C U T I V E S

SUMMER 2016

R E A LT O R . O R G / R A E

Bring New Ideas

to the Table

Learn From AEs Biggest Successes & Challenges

Page 12

Whats New in
Core Standards
Page 22

Focus on Listing
Photo Copyright
Page 26

20162017 RAE Editorial

Advisory Board

Summer 2016

Wyndi Austin, RCE

Southeast Valley Regional
Association of REALTORS, Ariz.
Brenda Barnhardt
REALTORS Association of
Northwestern Wisconsin

feature

Maria Brogan
The Northeast Association
of REALTORS, Ma.

AEs Share Their

Biggest Successes &
Challenges

Denise Day
Butler County Association
of REALTORS, Pa.

Gain new program ideas and

insights into common hurdles.

Tina Dorward
Ozaukee REALTORS
Association, Wis.
Diane Escure
Moses Lake Othello Board
of REALTORS, Wash.
Christopher Harrigan, RCE
National Association
of REALTORS

AE CO M M IT TEE CHAIR U PDATE

Making Strides in
Collaboration
Page 2

Edward Jekel
Mohawk Valley Association
of REALTORS, N.Y.

Steve Reese
Oklahoma Association
of REALTORS

Page 22

AE voices

Bill Head
Metrotex Association of
REALTORS, Texas

Hank Lerner
Pennsylvania Association
of REALTORS

Core Standards
Revisions 2017

Page 12

PRO FILE

Andrea Bushnell

news

need to know

H OT TO PI CS

CO RE S TAN DARDS

Report Highlights
Todays Key Issues in
Real Estate

Whats New & Why

Page 5

CEO of the North Carolina

Association of REALTORS on
state programs and leadership.

Local REALTOR associations

have new and enhanced
requirements to comply with
by Dec. 31, 2017.
Page 22

Page 28

Andrew Sims
Dayton Area Board of
REALTORS, Ohio
Heather Tenney, RCE
Coastal Carolinas Association
of REALTORS, S.C.
Vicki Heebner
Ocean City Board of
REALTORS, N.J.
Dale Zahn, RCE
West Michigan Lakeshore
Association of REALTORS
The RAE editorial board reviews
each issue and provides critical
feedback, proposes story ideas,
and stays in touch with fellow
AEs nationwide to scout out
new programs and products to
share with the AE community.
To join the editorial board,
write an article, or contribute
information, e-mail Carolyn
Schwaar, cschwaar@realtors.org.

REALTOR.ORG/RAE

online
RE ALTO R .O RG/R AE

Read past issues in text

and PDF format and access
online exclusives.
T WIT TER @RealtorAEmag

MLS
SU CCE S SF U L PRO G R AMS

RPAC fundraising succeeds with

member-to-member outreach.
Page 8

Focus on Listing
Photo Copyright
New MLS policy encourages
MLSs to push education on
photo licensing.
Page 26

FACEBO O K facebook.com/

RealtorAEmag

Have you joined the

new Facebook group
for REALTOR AEs?
search for AEI Year-Round

SUMMER 2016

REALTOR AE

AE voices: AE committee chair update

A Continent of Collaboration
Marc Lebowitz, RCE, CAE ,
CEO, Tucson Association of
REALTORS, 2016 chair of
the AE Committee

No man is an island, entire of

itself; every man is a piece of the
continent, a part of the main.

John Donne

ne thing for sure is that every assoMarc Lebowitz (left) and Travis Kessler (right) presenting the Core Standards
revisions to the National Association of REALTORS Board of Directors during
the REALTORS Legislative Meetings & Trade Expo in Washington, D.C., May 14.

ciation executive, be they national,

state, or local, knows that getting

the job done requires a cooperative effort

on all our parts. No other job, except maybe

The agreement also pledges that the two

symphony conductor, is as collaborative as

organizations will work together to give input

that of an AE.

to the Upstream and Advanced Multilist Plat-

are the most effective and accomplished

they can be.
On a personal note, as the current AEC

form projects and jointly propose a game-

chair, it was my honor and privilege to

REALTORS Legislative Meetings & Trade

changer program for MLSs similar to what

present the Core Standards changes to the

Expo in Washington, D.C., the National Asso-

was done for local associations.

NAR Board of Directors in D.C. Talk about

Speaking of which, at the May

In general, the announcement was met

ciation of REALTORS formalized a coopera-

butterflies and stage fright. This was my

tive relationship with the Council of MLSs to

with a resounding Its about time or You

first time presenting on the big stage. Eleven

create more collaborative overlap between

dont already do this? Yes, it is about time

motions, one at a time; each one passed.

our two organizations. Notable is the inclu-

and yes, we do much of this already.

Executives Institute Advisory Board.

The AEC leadership has been appointing

Without a doubt, my favorite moment

Meanwhile, state and local associations

sion of CMLS members on the Association

was being able to recognize my dear friend

have been working on our own best practice

Andrea Bushnell, AE for North Carolina, as

models for cooperation, referred to as Core

the 2016 William R. Magel Award recipient.

Watching 700 people come to their feet

MLS executives to the Advisory Board for

Standards 2.0. We are now entering our

the last few years, so this new policy aligns

third cycle of Core Standards. With this new

to celebrate Andreas selection made me

nicely with our practice. Like I said, AEs know

cycle, state associations have become even

proud to be a piece of the continent we

cooperation yields the best results.

better at working with locals to ensure they

call NAR.

Chair, Association Executives Committee Marc Lebowitz, RCE, CAE

CEO, National Association of REALTORS Dale A. Stinton, RCE, CAE
Senior Vice President, Communications

Stephanie Singer

VP, Business-to-Business Communications Stacey Moncrieff

430 N. Michigan Ave.,
Chicago, IL 606114087
500 New Jersey Ave., N.W.,
Washington, DC 200012020

Editor, REALTOR AE magazine

Contributing Editors

Questions and comments e-mail: cschwaar@realtors.org

Advertising Sales

800-874-6500

Carolyn Schwaar

Paula Pisani, Bob Soron

Natalie Matter DeSoto,

infocentral@realtors.org

800-501-9571 or 717-580-8184,

REALTOR.org

natalie.desoto@theygsgroup.com

REALTOR AE

SUMMER 2016

2016 by the National Association of REALTORS. All rights reserved.

(ISSN 0034-0804) REALTOR AE is a professional magazine published
four times yearly by the National Association of REALTORS as a service
for REALTOR association executives. Articles in this magazine are written
from the perspective of the REALTOR association executive. REALTOR
AE is an informational publication of local, state, and national association
programs, activities, and current trends and ideas in association management and their practical application in REALTOR associations. Views
and advertising expressed in REALTOR AE are not necessarily those of or
endorsed by the National Association of REALTORS. Magazine archives
available online at realtor.org/RAE. Reprint permission:
cschwaar@realtors.org. Distribution: Local and state
executive officers, association staff, and MLS directors.
Subscriptions: Call 800-874-6500.

REALTOR.ORG/RAE

news: hot topics

Doing More With Housing Data
The Greater Milwaukee Asso-

space at a deeply discounted

ciation of REALTORS helped

rate because the information is

to pilot a new kind of housing

a magnet for both readers and

report that has become an

advertisers.

attention-grabber in the local

media and an additional, no-

report has provided a second

cost benefit for association

round of free, positive media

members.

exposure following the usual

The centerpiece of this

This Member Profile infographic is availalble at realtor.org/infographics/

nar-member-profile.

quarterly press release, says

Report is a chart that breaks

GMAR President Mike Ruzicka.

down recent home sales by

The newspaper tells us that

suburb (and, within Milwaukee,

readership is high. The story

by section of the city). It gives

that runs with the chart fea-

the median monthly payment

tures REALTORS discussing

including principal, interest, and

the bright side of the current

property taxes in three price

residential real estate market.

brackets (upper third, middle

Our sense is that the monthly

third, and lower third of homes

payment data and the accom-

sold) based on the municipal tax

panying story have served to

rate and the prevailing rate for a

motivate some fence-sitters to

20-year, fixed-rate loan with 20

get in the market.

percent down.
way partnership. GMARs con-

duction, and

is younger and slightly

als Network and 30 Under 30

a mortgage

less experienced than

recognition.

lender serves
as the under-

was a 53-year-old female who

writing sponsor,

Association of REALTORS

had 10 years of experience,

covering costs of

Member Profile. This is a good

worked 40 hours a week, had

about $5,000 that

thing, says NAR President Tom

11 transactions, and made

include production

Salomone, because it indicates

$39,200 from real estate. She

of the report and pay-

that new professionals are

owns her primary residence and

ment for advertorial

choosing a real estate career.

is very certain she will remain

space in the Sunday Mil-

NAR is excited to have young,

active as a real estate profes-

waukee Journal-Sentinel.

fresh perspectives enter the

sional for two more years. For

The newspaper devotes

industry, and we are proud to

more member data to help with

almost the entire cover of

offer resources for our younger

your association planning and

its Sunday Home section

members to advance and grow,

programs, visit realtor.org.

to the report, providing the

REALTOR AE SUMMER 2016

262-785-9300.

coordinates pro-

to data in the latest National

tact Curley Communication, at

MLS data, a local marketing firm

odays typical REALTOR

In 2015, the typical agent

For more information, con-

tribution is to provide quarterly

such as the Young Profession-

those in years past, according

coverage of our traditional

quarterly Home Affordability

The project involves a four-

Key Data From 2016

NAR Member Profile

For our association, the

REALTOR.ORG/RAE

SUCCESSFUL PROGRAMS

Report Highlights Future Key

Issues in Real Estate
Interesting insights emerge when dozens
of real estate experts gather to discuss the
future of real estate. Those insights are
detailed in the latest real estate trend report
from the Strategic Issues Work Group of the
Members of the Southwest Iowa Asso-

National Association of REALTORS Associ-

ciation of REALTORS with their float in

ation Executives Committee.

Based on discussions between AEs,

the values of the millennial generation, and

the annual Celebrate Council Bluffs (Iowa)

the growth of the on-demand economy.

Parade. The float features the winner of the

tants, economists, and technology experts,

The report also touches on trends in

associations Dream Home Drawing contest

Unleashing the Power of Real Estate Data

housing, technology, and trends among

covers the challenges and the potential

brokerages, MLSs, and agents.

brokers, sales associates, real estate consul-

opportunities facing the industry.

A wide range of real estate industry

The 13-page report, available for download at no cost at realtor.org (search for

participants were invited to discuss two

Unleashing the Power of Real Estate Data)

essential questions: What do you see as the

is intended to be a strategic planning aid to

future of real estate in the next few years and

help associations, brokers, and other real

what are the major changes in the real estate

estate professionals plan for the coming

business ahead?

years. This is the eighth such report from the

The four central trends driving change

that dominate the report are advancements
in data analysis, new concepts of home,

for schoolkids up to age 8.

AEC workgroup in the last 16 years.

For more, contact Cindy Sampalis, 312329-8302.

The Fredericksburg Area Association of

REALTORS, Va., hosted a professional
clothing drive to support three area non-

NAR and CMLS Form Partnership to

Share MLS Industry Expertise

profits serving women in need. Members,

The National Association of REALTORS in

build a wardrobe of professional clothing to

May announced a new cooperative agree-

help them secure and retain a job.

FAAR affiliates, and others donated clothes.

FAAR was able to help nearly 60 women

ment with the Council of Multiple Listing

Services, a professional trade organization
representing the MLS industry, to leverage

the point where the exchange of issues and

the expertise and experience of CMLS mem-

information can now be very productive and

bers on several key NAR committees and

have credibility.

launch new MLS-focused programs. Many

Under the agreement, NAR will appoint

REALTOR MLS executives are also CMLS

three CMLS-specific seats to the NAR MLS

members.

Technology and Emerging Issues Advisory

Board; two CMLS members will join the AE

The REALTOR Association of Sarasota and

agreement as a partnership built on a com-

Institute Curriculum Advisory Board; and

Manatee, Fla., garnered a lot of local press

mon interest to serve REALTORS.

one CMLS member will hold a seat on the

coverage in June for awarding six $2,000

NAR Association Executive Committee.

scholarships to students from the commu-

NAR CEO Dale Stinton characterized the

In the past, NAR had no organization to

interact with that spoke collectively for those

NAR and CMLS will establish a program

nity. Since its founding in 2002, the RASM

in the MLS community, Stinton said. We

(and funding) for exploring and executing on

Scholarship Program has awarded $126,100

believe CMLS has grown and matured to

potential MLS mergers and consolidations.

to deserving students.

REALTOR.ORG/RAE

REALTOR AE SUMMER 2016

news: programs & professional development

6 Ideas for Your Next Great Program
Every year, the State Leadership Information
Exchange Council meets at the REALTORS

the event an annual gathering.

The South Dakota Association of

Legislative Meetings & Trade Expo in Wash-

REALTORS presented its REALTOR Grati-

ington, D.C., to discuss innovative association

tude Coin, a custom-minted metal coin that

programs going on at other state REALTOR

members receive for giving their personal

associations. The goal is to share informa-

time, talents, and commitment to help-

tion and adopt programs that have proven

ing their local community. Recipients are

successful. This year, six programs that had

encouraged to pay it forward to another

universal appeal were presented to the group.

deserving individual in hope of creating

a continuous chain of gratitude from one
REALTOR to another.

REALTOR Universitys commencement

ceremony on May 13 honored 27 new
Masters degree graduates.

Pledge Allegiance introduction to REALTOR

AEs Among REALTOR

Universitys Third
Graduating Class

advocacy program for new members.

Two AEs were among this years gradu-

The Tennessee Association of

ating class of REALTOR University. Jim

The Mississippi Association of

REALTORS presented its innovative I

The Tennessee Association of REALTORS new

Educational Resource Mobile App (ERMA).

REALTORS presented its Educational Re-

Haisler, RCE, e-PRO, CEO of the Heartland

source Mobile App (ERMA), pictured left, that

REALTOR Organization in Illinois (pic-

The Illinois Association of REALTORS

helps members find the courses they need

tured second from left), and Jill Parker

for professional development and CE credit.

Landsman, VP of communications and

presented its successful Consulate Liaison

Program, which is an outreach effort to

The Washington REALTORS Association

media relations at the Northern Virginia

provide relevant industry information, real

presented its board training program for

Association of REALTORS (pictured far

estate trends, and other updates to inter-

community nonprofits. The association will

left), both earned their masters degree

national consulate representatives from

use its management expertise and draw on

in real estate with an emphasis in real

dozens of countries.

outside speakers to train community groups

estate association management. Haisler

on the skills and concepts that are common

received the Capstone Award for his mas-

REALTORS presents its day-and-a-half

to most if not all nonprofit organizations with

ters thesis on NARs Core Standards.

leadership retreat that brings together state

a specific goal of encouraging REALTORS

executive committee and local board officers

to get involved in community affairs at a

ceived its accreditation from the Distance

and AEs. The meeting originally began as a

leadership level.

Education Accrediting Commission, an

The Louisiana Association of

Core Standards preparation meeting, but

participants recognized the value of making

REALTOR University recently re-

Contact these state associations for

organization recognized by the Council

more details on their successful programs.

for Higher Education Accreditation and

the U.S. Department of Education.

NAR Grants Fund Local Commercial Activities

The REALTOR University program

includes a business and real estate

The Pensacola Association of REALTORS

for grants of up to $2,500 to launch a wide

core curriculum with concentrations in

expanded commercial MLS, the Oklahoma

range of commercial activities.

residential sales, marketing and manage-

If your association is looking for ideas

ment; commercial real estate investment

new Smart Growth class, and the North San

for commercial activities, visit the program

and analysis; real estate asset and prop-

Diego Association of REALTORS public

website for examples, success stories, and

erty management; real estate appraisal

commercial fair are just a few examples of

information at realtor.org/grants/

and valuation services; and real estate

new programs made possible by funding

commercial-innovation-grants.

association management.

City Metropolitan Association of REALTORS

from the National Association of REALTORS

Commercial Innovation Grant program.
All REALTOR associations are eligible

REALTOR AE SUMMER 2016

Plan now to craft a commercial activity

idea in time for the next grant cycle, which

For more information on REALTOR

University, visit RealtorU.com.

opens June 2017.

REALTOR.ORG/RAE

news: from NAR

Boise Regional REALTORS members work the phones during the RPAC Phone-a-Friend drive.

RPAC Fund Raising Succeeds With

Member-to-Member Outreach

As a team-building activity designed to test

and challenge their communication and
negotiation skills, the current class of the
Michigan REALTORS Leadership Academy
split into three teams to build bicycles for the

At nearly 580 state and local associa-

EVP Jean Beck, RCE. After the event,

tions all over the country, REALTORS

we went next door to a local restaurant

Unaware that the bicycles would be pre-

are calling their REALTOR friends and

for drinks and appetizers. It was a great

sented upon completion, the children and the

colleagues to invest in RPAC through

success.

REALTORS were surprised to meet after lunch

Phone-a-Friend for RPAC: The National

Volunteer Phone Bank Initiative.

The Memphis Area Association of

local Boys & Girls Clubs of America.

and share in what would become a very mem-

REALTORS recent RPAC Phone-A-Thon

orable experience, says Gary J. Reggish, the

(pictured below), part of a statewide

2016 Michigan REALTORS president.

effort, raised nearly $5,000, says asso-

I cannot think of a better investment of

ciation CEO Melanie Blakeney, RCE. The

our time, says Reggish. This event demon-

energy level of our volunteers and staff

strated the power of giving back to your local

was contagious and we had special visits

community while building leadership skills. As

from the Memphis Grizzlies Mascot and

REALTORS, we look forward to the continued

the Memphis Redbirds Mascot.

support for our Boys & Girls Clubs of Michigan.

Members of the Hilton Head Association of

REALTORS, S.C., staff the phones during the
RPAC Phone-a-Friend drive.

Using state-of-the-art technology to

execute the phone bank events,
REALTORS have leveraged the power of
member-to-member outreach, making
17,179 calls to their fellow REALTORS,
educating them on RPAC, and asking
them for an investment.

Members of the Memphis Area Association of

REALTORS show off their check to RPAC.

Hosting a phone bank helps your

association meet the Core Standards and
RPAC fundraising and participation goals.

The REALTOR Association of the Fox

REALTORS, the Phone-A-Friend event

To learn more about hosting a phone

Valley, Ill., partnered with the Boys & Girls Club

(pictured above) featured four teams

bank event, visit realtoraction.center

of Elgin, Ill, to provide support to the organiza-

of members. Directors either partici-

.com/phonebanks and view the step-by-

tions summer running club in the form of new

pated on one of the four teams or were a

step webinar. Also, a Phone-a-Friend for

and gently used athletic shoes. The shoe dona-

cheerleader with different-sounding noise

RPAC video featuring several local asso-

tion drive attracted strong media attention and

makers when one of their team members

ciations is posted on YouTube; search for

wide support from the community.

received an investment, says association

Phone-a-Friend for RPAC.

At the Hilton Head Area Association of

REALTOR AE SUMMER 2016

REALTOR.ORG/RAE

Find Deals on Luxury Gifts at the

Members Gift Galleria
The Members Gift Galleria is now

yourself, your family, and your business,

open for business. The members-

and find unique closing gifts for clients

only online shopping mall features

on this private site. Register and create

Children from the Boys & Girls Club of Wash-

trending technology, luxury gifts, and

a unique account with your NRDS ID.

ington D.C., Fairfax County Chapter, visited the

much more at deep discounts through

Northern Virginia Association of REALTORS

the REALTOR Benefits Program.

office for an action-packed career day on March

REALTORS, association

25. The associations Cares Committee chair-

staff, and their family members

person Susan Mekenney led the group on a tour

are eligible to participate.

Free shipping is available for

many products, including all Apple
products and purchases over $100.
There is also a rewards points
program, where you can earn points

The Members Gift Galleria is

toward future purchases every time

the kids learned about the buildings eco-friendly

powered by membermarketplace,

you shop. At sign-up, members will

construction and the members green business

a leading reseller of technology and

receive 1,000 bonus rewards points.

practices in the building. After the tour, the young

luxury gifts. The site features hundreds

For association executives and

guests won prizes for answering questions about

of products from top manufacturers

brokers, this program offers a unique

their tour, played Sustainability BINGO, listened

such as Apple, Microsoft, Samsung,

and easy way to reward employees and

to a presentation on careers in real estate, and

FitBit, iRobot, Beats, Tumi, Coleman,

staff for a job well done or incentivize

enjoyed pizza. We at NVAR know that the Boys

and KitchenAid. Check the site often

top agents. Once the member has

& Girls Club serves as a second home for many of

for new products and great deals from

created an account, you can purchase

these children, says Mekenney. We wanted to

a rotating selection of brands. Opt in

points as a gift to that persons

help the children in our local Fairfax County club

to receive the Members Gift Galleria

account. For instructions, visit

by donating not just funds, but our members time

email promotions to be the first to know

realtor.org/GiftGalleria or call the NAR

and attention. This event was just a start for us.

about new products and special sales.

member dedicated phone line, 888-

Receive instant savings on products for

434-6392, for personal assistance.

of NVARs Gold LEED-certified building where

Associations Adopt .REALTOR Web Addresses

REALTOR associations, including Ho-

tion domains start at $99 per year. Visit

nolulu, Central Missouri, and Del Norte

www.about.realtor for more guidance

in California, are using .REALTOR to

and registration instructions.

stand out online with a highly recognized and branded web address.
The Valdosta Board of REALTORS, Ga., gave a

Join them and other state and local

$1,100 check to the Boys & Girls Club of Valdosta

associations achieving success with

to provide three children with scholarships for a

their .REALTOR address. Your asso-

summer of activities offered by the Boys & Girls

ciation can claim a .REALTOR domain

Clubs, including swimming, mentoring, college

using your association name as it ap-

visits, and more.

pears in NRDS as well as abbreviations

and acronyms of your name. Associa-

REALTOR.ORG/RAE

The Central Missouri Board of

REALTORS new responsive website,
www.centralmoboard.realtor.

REALTOR AE SUMMER 2016

news: professional development

The RCE Celebrates Its 25th

Anniversary

he REALTOR association Certified

certification board member, says, I am

Executive has become known as

proud to know that we have over 700 asso-

the distinguishing mark that sets an

ciation executives and staff specialists in the

association executive apart from his or her

REALTOR association who have earned this

peers. REALTOR associations look for it in

prestigious designation. Achieving the RCE

AE applicants and our colleagues support

designation shows our REALTOR leader-

one another in the pursuit of it. Since 1991,

ship and membership that we care about

needed the RCE designation. And then I found
out exactly how important the education
and knowledge has been to my ability to be
the best I can be. I learned about aspects of
the industry that I hadnt previously focused
on, which has helped me better understand
issues and problems that others have to deal
with. It has allowed me to be more empathetic
and helpful to other AEs. What a gift.
As Core Standards continue to elevate
our associations to the next level, the RCE
designation stands out as an achievement

Original members of the AE Committee workgroup that formed the RCE designation in 1991 joined current
RCE committee members at an RCE Anniversary Celebration during the March AE Institute in San Antonio.

every AE should strive for. Who wouldnt

want to benefit from 25 years of collected
best practices? If you have been looking to

there have been 702 RCE designees certified

the success and well-being of the REALTOR

add this designation to your list of goals,

and there are currently 432 active designees

organization.

youre highly encouraged to do so. You and

covering 50 states and territories.

The REALTOR AE community and as-

your association will benefit greatly. You

sociations are stronger because of the RCE

can find out more about the designation by

program for REALTOR association

designation. This designation has unified

visiting realtor.org/RCE25.

executives was approved by the NAR

the AE community and provided a platform

Board of Directors in 1987, and the first

for ideas and exchanging resources. This

RCE exam was offered in 1991. In 1997, the

sense of community is absent within other

Sourcebook for Association Management

industries, and we are fortunate to have

(now known as The Answer Book) was

a consensus of purpose and pool of pas-

created and became the primary reference

sionate and knowledgeable colleagues to

for the RCE exam. Since then, The Answer

learn from. With each RCE study group and

Book, applicant data form, and RCE exam

material update, REALTOR AEs directly

have taken on many different forms.

benefit as professionals, and it helps make

Through its many transformations, the

their associations stronger.

designations purpose has held true.

Andrea Bushnell, RCE, CEO of the North

Carolina Association of REALTORS, shares

Why Does the RCE Matter?

her experience with the RCE: The truth is

Travis Kessler, RCE, CAE, CEO of the Texas

that I really didnt think after many years

Association of REALTORS and original RCE

in the industry and with a law degree that I

10

REALTOR AE SUMMER 2016

Amy DuBose, RCE , AE, Four Rivers

Association of REALTORS, Texas, chair
of the 2016 RCE Certification Advisory Board

Photo by Cindy Butts.

Formation of a professional designation

The National Association of REALTORS Leadership

Development staff, who had administered the
RCE through the years, were recognized at the
RCE Anniversary Celebration during the March AE
Institute in San Antonio, Texas. From left: Cindy
Sampalis, Julie Ann Reid, Mary Krukoff, Laurie Oken,
Renee Holland, and Krystal Allen.

REALTOR.ORG/RAE

Meet the New RCEs

Mike Barnett, RCE

Texas Association of REALTORS

Ellie Darling Edwards, RCE

Holly Callanan, RCE

Ridgefield Board of
REALTORS, Conn.

Fredericksburg Area Association

of REALTORS, Va.

Barbara Castillo, RCE

Ryan Castle, RCE

Susan Chichester, RCE

Cape Cod & Islands Association

of REALTORS, Mass.

Texas Association of REALTORS

North Carolina Association

of REALTORS

Piedmont Regional Association

of REALTORS, S.C.

Dorothea France, RCE

Sherri Godeaux, RCE

Janet Golding, RCE

Gina Jones, RCE

Deborah Key, RCE

Paul Kriewall, RCE

Rebecca Lopez, RCE

Jennifer Lundy, RCE

Teresa McKee, RCE, CAE

Colleen Pappas, RCE

Carol Platt, RCE

Brenda Rabbitt, RCE

Denise Schultz, RCE

Steven Buzz Steele, RCE

Robert Taylor, RCE

Val Towler, RCE

Sara Zimmerman, RCE

Mid Carolina Regional Association

of REALTORS, N.C.

Kathy Nichelson, RCE

Capital Area Association
of REALTORS, Ill.

Corey Skinner, RCE

Columbus Association
of REALTORS, Ohio

REALTOR.ORG/RAE

Arizona Regional MLS

Worcester Association of
REALTORS, Mass.

Tennessee Association
of REALTORS

Texas Association of REALTORS

Greater Tampa Association

of REALTORS, Fla.

Osceola County Association

of REALTORS, Fla.

Grosse Point Board of

REALTORS, Mich.

Greater Fort Lauderdale

Association of REALTORS, Fla.

Johnson County Association

of REALTORS, Texas

Georgia Association
of REALTORS

Nevada Association
of REALTORS

Greater Tampa Association

of REALTORS, Fla.

Lakes Area Association

of REALTORS, Wis.

Seattle King County Association

of REALTORS, Wash.

Northwest Minnesota
Association of REALTORS

REALTOR AE SUMMER 2016

11

AE Interviews conducted by the REALTOR AE magazine editorial board.

AEs Share Their Biggest

Successes
& Challenges
The RAE Editorial Board asked AEs:
What has been your biggest success this year
and what issues still keep you up at night?
Answers were as diverse as the associations
themselves. From small associations to state
associations, nationwide, AEs not only face
a variety of challenges but also count an
abundance of successes.

12

REALTOR AE SUMMER 2016

REALTOR.ORG/RAE

CHALLENGE: LOCAL MERGERS

SUCCESS: DISTANCE EDUCATION

could be in jeopardy. I understand that too small is a problem; we

simulcast 400 education programs from our central

all can think of some examples of that. But when is large too large?

Dallas office to our five service center locations

At what point does the member become just a number or just

throughout Dallas/Fort Worth with high-definition

another payment? How large an area of coverage can an associa-

audio and video and unilateral communication be-

tion realistically manage from an advocacy perspective or even just

tween all six locations. The end result is a high-defi-

a local cultural feel? The industry needs to consolidate; thats not

nition learning experience regardless of location.

a question in my mind. But there are also examples of when tiny

All students share the same user experience with

associations need to exist. MLSs, however, are in a different cate-

only one instructor teaching the class on camera.

gory. Although the human element is always important, an MLSs

The instructor and all attendees can see each other

role can be handled better in larger segments because, to a certain

on screen and be able to have an in-classroom user

degree, they are all about data and numbers. As an example, for

experience. The value of this hybrid platform is con-

the most part, state laws dont really impact the services an MLS

venience. Our members have a quality experience

provides but they do impact those that an association performs.

without dealing with high travel times from suburban

I look at the big picture as a concern. That is, if associations con-

Last year we implemented our distance-learning

tinue to merge, I fear the individualization of the membership

simulcast training initiative, and this year we will

areas to our central Dallas location.

Jim Haisler, RCE, CEO, Heartland REALTOR

Organization, Ill., 850 members

SUCCESS: NEW HEADQUARTERS

Rich Thomas, CEO, MetroTex Association of

REALTORS, Texas, 15,700 members

CHALLENGE: RELEVANCY

Our biggest success was purchasing a new head-

jurisdiction. The new building provides more staff office

space, a classroom, and more rental space. I learned

you want to usewhen it comes to the future of real estate

that members are excited for the move and that they are

associations. It seems that our future is being dictated to

looking forward to being better served.

us by external forces: consumerism, connectivity, mobility,

quarters building that is more centrally located in our

Nicole Banbor, RCE , AE, Middlesex County

Association of REALTORS, N.J., 2,500 members

The biggest issue that we all face is the downward pressure, or disruptionor whatever hipster word of the day

new generation models, broadband, portals. These external

forces have access to megacapital and each one is causing
transformational and fundamental shifts in every industry,
real estate especially. So if we consider these forces to
be warning signs and add in the dissatisfaction of the real

CHALLENGE: CORE STANDARDS

estate status quo from the very top to the very bottom, then

The first year of Core Standards was definitely the issue

we have a recipe for some very interesting times. Consoli-

that kept me awake. We would forget to photograph an

dation of associations and MLSs may not be a panacea to

event or we couldnt get enough board members to take

the larger problem of relevance for local associations, no

on a chunk of the standards and work on them inde-

matter the size. NAR is doing a great job going head-to-head

pendently. For months, Core Standards was the entire

with some of these external forces, which will certainly delay

focus of every board meeting. The second time around,

things, but I think its vitally incumbent upon us locals to cre-

we knew more of what to expect, and I asked more of the

ate additional revenue streams well outside of our industry.

board and committees. The moment I pressed Submit

Core Standards, I immediately felt tremendous relief.

Andrew Cooper, CIPS, CEO, Arcadia Association

of REALTORS, Calif., 2,200 members

Pamela Bouldin, AE, Westmoreland West

REALTOR Board, Pa., 500 members

REALTOR.ORG/RAE

SUMMER 2016

REALTOR AE

13

CHALLENGE: SMALL STAFF

The issue that I struggle with is having a small staff. Our membership count is at 2,500 and we have three staff members,

SUCCESS & CHALLENGE:

CORE STANDARDS

of employees when we move into our new headquarters building

later this year so staff can work efficiently and our association can

to some of our best successes. [Kansas experi-

better promote our products and services.

enced a lot of change as a result of the Core Stan-

including me as executive officer. I plan to increase the number

Success and challenge go hand in hand. For us

Nicole Banbor, RCE , AE, Middlesex County

Association of REALTORS, N.J., 2,500 members

this past year, our biggest challenge has also led

dards; the number of local associations dropped

from 34 to 14. This move nearly doubled MARs
territory.] The expansion of our territory, changes
in staff, and Core Standards have all resulted in our
needing to focus on the priorities that really matter.

SUCCESS: COMMERCIAL EXCHANGE

Weve done membership surveys and held open

The biggest success for me this year has been the creation and

discussions to determine what really matters to

rollout of the Tri-State Commercial Properties Information Ex-

our members and have committed to doing those

change. The exchange is the culmination of an almost two-year jour-

things and letting go of others. The success from

ney in which we have looked for ways to better connect with those

this has been that we are more confident we are

commercial practitioners who choose not to join an association. We

providing the benefits our members truly desire.

are the first and only commercial information exchange in the New

Its important to me that we keep the personalized

York metropolitan area, and our growth in the number of com-

experience that being a small association allows us

mercial practitioners has been steady. What Ive taken away from

to offer. Determining our top priorities has helped us

this experience is that when an association thinks outside the box,

do this.

options often emerge that give the association the means to provide

Margaret Pendleton, AE, Manhattan Association

of REALTORS, Kan., 230 members

relevant services to its members and in so doing, create benefits.

For my association, TSCPIX is a prime example of such thinking.

Mary Cano, RCE , CEO, North Central Jersey

Association of REALTORS, N.J., 8,500 members

SUCCESS: MEMBER SERVICE

My biggest success in my first year here was

SUCCESS: HIRING EX PERIENCE

changing the dynamic of our relationship with

Human resource issues in any organization can be challenging,

our members, making sure they know that they

and, frankly, hiring someone new can amount to a flip of a coin

come first. Although Ive been an association

as to whether they will be effective, work well with others, and be

executive for more than 30 years, this is the first

really as qualified as they appear on paper. Rarely do you have an

time Ive worked for a small, local association

opportunity to hire someone who has already proven themselves

and the first time in the real estate field. Were

in the eyes of your membership and has ability, knowledge, and

a small board compared with our New Jersey

resources. Fortunately, I was able convince Dave Bert, former

neighbors, so we focus on individualized member

CEO of the Iowa Association of REALTORS, to work for our local

servicesa boutique operationwhere cus-

association in community advocacy and broker involvement

tomer service is our primary focus. I believe our

after his retirement from IAR. Since his arrival at the beginning

members value that specialized attention and

of this year, he has initiated a program with our REALTOR Party

commitment.

committee to get 100 percent of our members registered to vote,

has written numerous grants, gotten our association involved in

Jill Berman Levy, CEO, West Essex Board of

REALTORS, Montclair, N.J., 530 members

the NAR Consumer Advocacy program, and met with many of our

mayors and city officials on local real estate issues.

Sharon R. Carlson, RCE , CEO, Quad City Area

REALTOR Association, Iowa, 860 members

14

REALTOR AE

SUMMER 2016

REALTOR.ORG/RAE

SUCCESS: ADVOCACY

Our biggest success was hiring a third-party

government relations firm to help us with our

local advocacy efforts. Our staff wear many hats but

SUCCESS: EARNING MY RCE

truly have the skills required to fulfill this role well.

Using this firm has given us the ability to get a seat

stronger foundation for my organization. It strengthened the core

at the table, often when the discussion on issues is

association management skills that I had and provided refreshers

just getting started, which is what we want. It has

on information in areas that I dont deal with on a daily basis, so

allowed us to be more proactive in our advocacy

expanding those skills was important, too. Meeting with Donna

instead of reactive.

Garcia from NAR [during the free, 30-minute session with human

no one person can really devote the time needed or

Achieving my RCE designation in March was both a personal and

a professional commitment I made to myself and to establish a

Our director of events and government affairs

resources advisers that are offered at all NAR meetings] was one of

coordinator still handle much of the communication

the best things I could have done, as I felt I had an advocate on my

between GNAR and our elected officials and be-

side. She helped me to recognize the value having my RCE brings to

tween us and Hall Strategies. At the end of the day,

my association, and she helped me work on how I communicate that

the firm can only truly do the legwork of informing

value to my board.

us on issues and giving us advice, and then we need

our members to take whatever action is needed.

Denise Schultz, RCE , CEO, Lakes Area REALTORS

Association, Wis., 500 members

And REALTOR organizations are always in a good

position to do that with all the connections we have
in the community.

Jarron Springer, CEO, Greater Nashville Association

of REALTORS, Tenn., 3,900 members

CHALLENGE: PROVIDE VALUE

As quickly as the real estate industry changes, it is always a challenge to show value to our members and MLS participants relative

to their dues and fees. We strive to provide quality resources and

SUCCESS: MERGER

tools, but more third parties or even brokerages are providing similar

My biggest success in the last year is also the

service to meet those needs is important, and in 2016 we will make

thing that keeps me up at night. Last year we

better use of available data to identify our member needs. Quality

merged with two other associations, increasing our

customer service is also a high priority. We will be holding quarterly

jurisdiction from three to 11 counties. One associa-

customer service workshops for our staff to ensure that we take

tion was contiguous while the other larger one was

ownership of our members needs and work diligently to solve any

approximately 120 miles away. We also merged

problems they might be facing.

services. Identifying member needs and how we can provide better

MLS systems with the larger association. The MLS

Rich Thomas, CEO, MetroTex Association of

REALTORS, Texas, 15,700 members

merger went very smooth but we are still working

out the kinks in the association merger. To help
compensate for the distance between the two, a
chapter was established to allow for some discretion
as to the conduct of local charitable, political and

SUCCESS: ADA COMPLIANCE

reserves. The chapter has an elected president who

is a member of our board of directors, as well as a

ant. Some inventive shuffling of staff to other areas of our building

president-elect, and is guided by an advisory com-

has netted us a classroom that does not double as the board of

mittee. We are looking to close the distance via the

directors room.

networking activities and the allocation of chapter

use of technology, such as webinars, live webcasts,

and teleconferencing.

Our greatest success here has been a remodeling project to move

our classroom space to a dedicated location that is ADA compli-

Mary Ann Wissel, RCE , e-PRO, CEO, Ocean County

Board of REALTORS, N.J., 1,660 members

Dan Sale, RCE , CAE , CEO, Capital Area

REALTORS, Ill., 630 members

16

REALTOR AE

SUMMER 2016

REALTOR.ORG/RAE

SUCCESS: COMMERCIAL

SUCCESS: RAISING PROFESSIONALISM

association from the start and my appreciation for the com-

focuses on professionalism in the industry, customer service,

mitment of the commercial brokerage community in West

risk management, consumer behavior, and best practices.

Michigan continues to grow. The boards directors chose to

We launched it last year, and we already have 1,100 certified

invite the entire membership, at no cost, to an anniversary

members, who receive a pin and certificate and recognition

party complete with a great appetizer hour for networking

on ORRAs website, as well as the ability to use the Gold Key

and a full sit-down dinner. Nearly 150 members attended

logo. When all members in an office are certified, the office

and shared in the celebration of the growth and success of

can then be certified and use the logo in its marketing as well.

the association. We have learned much in the past decade

We budget for this training and offer it free to all members.

In May, we celebrated the 10th anniversary of our Commercial Alliance of REALTORS. I have been with the

One of our biggest success stories is our member professionalism program, the Gold Key Certification, which

and we can apply those lessons into growing benefits for the
membership.

Jacque Stanly, RCE , CIPS, EVP, Orlando Regional

REALTOR Association, Fla., 12,716 members

Shari Veldman, RCE , AE, Commercial Alliance

of REALTORS, Mich., 320 members

SUCCESS: MEMBER SERVICE

CHALLENGE: MEMBER ENGAGEMENT

The past year has been like adding another story to a skyscraper in that we continue to build and grow while offering

Trying to communicate the value of membership and how

more programs and services for less money to a very diverse

to engage the members to be a part of the association

membership. Today members pay $132 less in combined

is a continual challenge. Our members time is valuable,

dues and MLS fees than they did 16 years agoa rather

and trying to increase their engagement with the associa-

remarkable achievement while we remained debt-free.

Other successes this year included a expansion of the

tion while they balance life and work is challenging. We are

always trying to find new ways to communicate with our

REALTORS Who Care Program, our 501(c)3 charitable arm;

members. Currently, were working to expand our social

investment in RPAC at the Platinum level for the third year

media presence.

in a row; and a new program, the 100 for $100 program, in

Larry W. Johnson, RCE , AE, Arlington Board

of REALTORS, Texas, 1,740 members

which rebates of $100 are made available to each of the first

100 members registering for the state convention. Plus, we
bought an association vehicle we call a rolling billboard. With

SUCCESS: GOVERNANCE STRUCTURE REDO

Our largest and most successful initiative to date was

it we deliver the message at major parades and highly visible

places along the Lakeshore that West Michigan is a Great

Place to Call Home.

overhauling our governing structure in 2015. It was hu-

Dale Zahn, RCE , CEO, West Michigan Lakeshore

Association of REALTORS, Mich., 922 members

morously referred to as the New World Order and it was a

big change. We knew that efficiency didnt come from an executive team of 23 and a board of directors of 58 when our
full state membership count was around 2,000. Although
there was an overwhelming sense and need for change, it

benefits. After weeks of phone calls, meetings, and presen-

buyers didnt realize they could afford and qualify to buy a

tations from skilled consultants, the leadership voted to

home. They didnt even try because they didnt think it was

move forward with a much-reduced executive team of four

a possibility until they came to our event. It is hard to get

along with 17 board members. Working under the new struc-

local officials to support you in these types of programs even

ture and making changes took patience, understanding, and

though the area would greatly benefit.

extensive leadership training.

Guyla Greenly, RCE , e-PRO, CEO, Wyoming

Association of REALTORS, 2,000 members

18

SUCCESS: AFFORDABLE HOUSING

toward getting leadership buy-in so they could see the true

was important to begin with conversations and then work

REALTOR AE

SUMMER 2016

Hosting an affordable housing program in our distressed

city was our greatest success this year. Many potential

Della Csehoski, RCE , CEO, Cambria Somerset

Association of REALTORS, Pa., 169 members

REALTOR.ORG/RAE

CHALLENGE: LEGAL EDUCATION

industry is a huge challenge. Patent trolls, wire fraud, ADA

an updated and more polished look, so we immediately took

websitesyou have to get the brokers to acknowledge the

to creating a new logo that accurately reflected the activities

issues, then help them reduce their risk. It feels like you

of a REALTOR state association. We chose to feature the

are beating your head against the wall because they feel

iconic Delaware Legislative Hall. A graphic designer created

insulated from these issues in their small areas. We are

an updated version with contemporary colors. As a state

constantly brainstorming to get members to take these

association, we needed our materials to have more gravi-

things seriously. Fortunately, my elected leaders are very

tas. So with no planned budget, we took advantage of an

supportive and do recognize the issues, and brokers trust

economical online printing company, and received statio-

me to alert them to hot issues so they can try to reach out to

nery and business cards in just two weeks. It was quick and

the rest of the membership.

cheap but not really the quality we were looking for, so my

Getting members to listen and understand the legal

issues and threats to their business and the real estate

Della Csehoski, RCE , CEO, Cambria Somerset

Association of REALTORS, Pa., 169 members

SUCCESS: HOUSING AFFORDABILITY

Weve had success recently in boosting our profile as

Sometimes the little things matter a lot. When I arrived at

DAR last fall, it was apparent that the association needed

advice: When you buy on the fly, dont buy in bulk!

Anne Rendle, RCE , CEO, Delaware Association

of REALTORS, 3,819 members

SUCCESS: CORPORATE ALLY PROGRAM

grown, it has attracted many young professionals, but this is

making it difficult for average wage earners to maintain their

MLSs, broker members, and corporate partners to back

current lifestyles and culture in the city. To become known

REALTOR champions and issues that impact our industry.

as the voice for real estate, weve worked diligently to gain

Im grateful to have this program as another tool in our

the communitys trust. We distribute copies of NARs On

arsenal that allows us to be a key player in this political

Common Ground magazine, we provide valuable resources

environment and navigate key real estate issues now and

on our website and social media about affordability, and we

in the future. For every contribution we get to the program,

author a monthly column in the local newspaper. This all has

half goes to supporting federal campaigns and the other

made a huge impact.

half supports local and state campaignsits really a win-

champions of housing affordability. As Fort Collins has

Clint Skutchan, RCE, CEO, Fort Collins Board

of REALTORS, Colo., 1,050 members

SUCCESS & CHALLENGE:

CORE STANDARDS

Weve recently become involved in growing the

REALTOR Partys Corporate Ally Program, where we tap

win for all involved.

Norman Morris, CEO, Louisiana REALTORS

Association, 12,760 members

SUCCESS: RPAC

lot of work that had to be done by me and the elected leaders

for RPAC. We had our most successful year in recruiting LDC

to get their paperwork submitted on time, but we did it. Even

investors; we created an internship to use the talents of polit-

now, keeping up with both boards paperwork and Core Stan-

ical science students to help in advocacy efforts. We hosted

dard requirements is a challenge because the membership

our first-ever RPAC auction, participated in face-to-face

pool is so small and attracting volunteers is not easy, along

office visits, and created more membership education op-

with not having big budgets. Its frustrating that even though

portunities to learn why investing in RPAC is an investment

Im part-time, I get calls all day and sometimes on the week-

in your business. Also, our GAD, Bruce King, is constantly

end. Yet, the bright spot is that my directors on both boards

embracing my crazy out-of-the-box ideas and has the will-

appreciate and support me and try to help out by keeping

ingness to try most anything when it comes to advocacy. Not

Facebook up-to-date and other things.

only are we changing our culture, we are having fun doing it!

My biggest success and challenge was the Core Standards. Im a part-time AE for two boards, and there was a

CheryI Devereaux, AE, Warren County and Allegheny

Valley boards of REALTORS, Pa., 150 members

20

SUCCESS: BRANDING

REALTOR AE

SUMMER 2016

One of our biggest successes this past year was launching

a culture change concerning advocacy and fundraising

Brenda J. Barnhardt, e-PRO, EVP, REALTORS

Association of Northwestern Wisconsin, 750 members

REALTOR.ORG/RAE

SUCCESS: MEMBER SERVICE

My biggest priority is in helping keep the REALTOR

vital to the transaction. Because we have our own

MLS, we generate a lot of data, and I have interactions

with many data vendors, including the big syndication
sites and various other vendors who provide custom
IDX solutions and other technology services for my
members. Every one of those vendors needs that data
both to provide services and make a profit, but with
so many hands on the data, its critical to the mission
of the association that we make sure those tools and
services serve the best interests of members and dont
overshadow the critical role played by the REALTOR. To
address this, I look at everything we do to see if it meets
at least one of two tests: Does it make our members
more profitable and professional, or does it keep them
out of trouble? If we focus on those two areas, our goals
will always work toward keeping the REALTOR vital to

the transaction.

Marty Manion, RCE , CAE , CEO, Naples Area

Board of REALTORS, Fla., 5,470 members

CHALLENGE: ATTRACTING LEADERS

An aging leadership and a lack of young members

showing desire to get involved in leading the associa-

tion are concerns for us, like for so many other associations. One indication of this continuing trend is the lack
of company leadership turnover, leaving the association
without ideas for new prospects. We had hoped that our
YPN would be an avenue to identify and groom future
leadership, but the young professionals kept gravitating
toward social events over philanthropic or advocacybased activities. Plus, its a challenge to keep a young
professionals network exclusive to the group for whom
it was intended. Consequently, its a fully inclusive group
of long-standing volunteers, which ultimately alienates
the younger members back into the masses. We plan
to support members who show interest in the state associations leadership development program so we can

guide them on to the path of local leadership.

Mike Cotrill, RCE , Greater Tulsa Association

of REALTORS, 3,500 members

To read more successes and challenges from your fellow

REALTOR association executives, visit realtor.org/rae.

REALTOR.ORG/RAE

LTOR AE

21

need to know: core standards

Core Standards: Whats New & Why

Local REALTOR associations have new and enhanced requirements
to comply with by Dec. 31, 2017.

fter taking a long look at what

grow. I hope there will be a periodic review

ties, such as organizing an association visit

worked and what didnt during

of whats working and whats not to make it

with local or state elected officials or having

the first round of the National

an effective program that will evolve as our

members testify on proposed real estate

working environment evolves.

related legislation or regulation; and two

Association of REALTORS Core Standards

program, a workgroup of AEs proposed
some changes, which were approved by the

Enhancements to the electronic compliance certification tool are also planned.

NAR Board of Directors in May.

Overall, the changes clarify not only

invest activities, such as holding an RPAC

fundraising event or hosting an association
RPAC phone bank.

Key clarifications and additions

In addition to the advocacy activities

the requirements but also the intent behind

Many of the changes to the Core Standards

above, previous RPAC activities (sections

them, says Travis Kessler, RCE, CAE, CEO of

reorganize and categorize requirements to

AD in the standards) remain, including the

the Texas Association of REALTORS and

make them easier to follow.

optional RPAC contribution on dues billing,

promoting the value of RPAC, and promoting

chair of the workgroup that recommended

the changes. There were also some new
requirements added to raise the bar a
little bit more for local associations and
enhance their viability. The Core Standards
strengthen the value of what the associations provide to the membership.
More advocacy activities are now required, along with new activities regarding

Overall, the changes

clarify not only the
requirements but also
the intent behind them.
Travis Kessler, RCE, CAE, CEO,
Texas Association of REALTORS

for action.
NAR has a menu of sample advocacy
activities to meet the needs of every
association large or small, experienced in
advocacy or not.* Modifications to the online
compliance tool will include drop-down
menus that list qualifying options under
each requirement.

REALTOR safety, professional development

opportunities for members, and leadership

and participating in state and national calls

Most of the confusion nationwide was

development for elected association leaders.

over which activities fulfill which require-

Clarity to outreach

The required association strategic plans

ments, particularly regarding advocacy and

Four consumer outreach activities are still

must now have an implementation compo-

consumer outreach, says Kessler.

required, but the type of activities that qual-

nent, and compliance cycle deadlines have

Because there was an advocacy activity

ify is now more specific.

changed to a calendar year (January to De-

option under consumer outreach, some

cember) starting with the commencement

associations wanted to use the same activity

sumer engagement through two Voice for

of the third compliance cycle, July 1, 2016.

for both requirements, says Kessler. Now all

Real Estate activities, such as releasing

This means associations have until Dec. 31,

advocacy requirements are under the advo-

local housing statistics or writing real estate

2017, to complete the requirements for the

cacy section of the policy, and six activities

columns in local publications and two involve-

third cycle.

are required under three categories: vote,

ment and/or investment activities, such as

Kessler says there are no plans to rou-

Associations must demonstrate con-

act, and invest. Associations must conduct

participating in a Habitat for Humanity build

tinely increase the number of Core Stan-

two vote activities, such as encouraging

or raising money for a local charity. The ad-

dards requirements, but adds: You dont

members to register to vote or to vote on a

vocacy option previously under this category

want a stagnant program; you want it to

particular ballot initiative; two act activi-

has been moved to the advocacy section.

* For guidance on advocacy activities and examples of initiatives that satisfy this requirement, visit the Core Standards
Frequently Asked Questions at realtor.org and the REALTOR Party Resource Guide realtoractioncenter.com/resourceguide
or contact Susan W. Helm, RCE, VP for advocacy operations & communications at shelm@realtors.org.

22

REALTOR AE

SUMMER 2016

REALTOR.ORG/RAE

Core Standards Revisions for 2017

The third cycle will begin July 1, 2016, and end December 31, 2017.

Advocacy activities
categorized under the
REALTOR Party VoteAct-Invest goals.

Revenue levels for

financial reporting
purposes clarified.

Offer, promote, or
provide at least one
professional
development
opportunity for
members.

Conduct an activity
promoting
REALTOR safety.

Amend or revise association

strategic plan to include
implementation strategies if it
doesnt already have them.

REALTOR.ORG/RAE

The four required

activities are now
more clearly defined
as two community
involvement and
investment activities
and two Voice for
Real Estate activities.

Conduct an annual
performance review
for chief staff.

Offer, promote, or provide

professional development
for REALTOR association
elected leaders.

SUMMER 2016

REALTOR AE

23

need to know: core standards

Another new requirement states that

associations must conduct an activity
promoting REALTOR safety, such as
hosting a personal safety class.
Help raise professionalism
among members and leaders

offerings; it must conduct the

A new requirement under Unification Efforts

associations to offer a joint member

and Support of the REALTOR Organiza-

safety program.

activity or partner with several

tion (Section 4 in the Core Standards) is

designed to recognize and promote the

Better strategy plans

importance of professional development for

Some outcomes of the first-round Core

members, says Kessler.

Standards couldnt have been predicted but

Now, associations will need to promote

can now be fixed, says Kessler. For exam-

or provide at least one professional develop-

ple, some association strategic plans didnt

ment opportunity for their members. That

include action or implementation steps.

does not mean that all associations have to

There were many variations in the types

cycles outcomes, that many AEs did not

provide a course, Kessler says. They could

of plans that were approved by NAR, says

have clearly defined duties within their

promote the education course calendar of

Kessler. Many of them were very compre-

organizations, says Kessler.

the state association or the online courses

hensive with timelines and accountability

offered by NAR.

standards, including who was going to

or one that had been updated in years

perform what duties and when, but some

and many had never had a performance

velopment, Kessler continues, is that there

were simple statements of the associations

review, says Kessler.

is so much members could benefit from

priorities and goals without a plan to get

if they just knew when and where some of

there.

The point of promoting professional de-

these opportunities were being offered.

The strategic plan requirement was one

Many AEs didnt have a job description

The new AE performance review

requirement will help strengthen the
AEs role, Kessler adds. It stipulates that

Similarly, associations must now also

of the key success of the Core Standards

associations with paid staff not only

promote leadership education opportunities

and have added strength to local associa-

must adopt policies and procedures for

for their elected REALTOR leaders. This

tions, says Kessler. The plans help associ-

conducting annual performance reviews

requirement could be fulfilled by promoting

ations define what their priorities should be

but must have conducted that review by the

leadership education that the state or na-

and how they will achieve them.

certification deadline. Sample performance

tional association offers. The aim is to raise

Associations with strategic or business

review policies and procedures are online at

realtor.org.

the bar for leadership and focus attention on

plans that do not include actionable steps

the importance of cultivating the leadership

will need to certify that their plans have been

process within associations, says Kessler.

amended or clarified to include the action-

revisions for 2017, including the revised audit

able details and to certify that the associa-

threshold and changes to the noncompli-

tion leadership has reviewed them.

ance appeal procedure, visit realtor.org/

The importance of member safety

To learn more about the Core Standards

corestandards. Kessler will present a Core

Another new requirement states that

AE performance review
to define expectations

Standards segment at the NAR Leader-

promoting REALTOR safety, such as

hosting a personal safety class. Unlike

Because the Core Standards add duties

Core Standards training webinars are also

professionalism and leadership education,

and responsibilities to an AEs role, it

planned.

an association cannot promote outside

became clear, when reviewing the first

associations must conduct an activity

24

REALTOR AE

SUMMER 2016

ship Summit, Aug. 2223, in Chicago, and

By Carolyn Schwaar

REALTOR.ORG/RAE

need to know: MLS

New MLS policy encourages MLSs to push education on photo licensing.

photo: Getty Images

Focus on Listing Photo Copyright

heres no doubt that gorgeous pho-

at the time the broker files listings. MLSs

selves open to copyright infringement claims

tos of homes help boost real estate

can further reaffirm this obligation in their

since they have not given participants any di-

sales. The real estate photography

participant or subscriber agreements.

rection or policies to refer to, says Faulkner.

business is booming as more REALTORS

The vast majority of large MLSs under-

put down their smartphones and hire

stand the potential danger of listing photo

professionals to shoot listing photos. As a

copyright infringement and are working on

Do members understand
listing photo copyright?

result, problems (even lawsuits) can arise

addressing it, says Rick Harris, ABR, CIPS,

MLS participants can grant photo license to

over photo copyright when images are used

2016 chair of NARs Multiple Listing Issues

the MLS only if they own the photo or have

without permission.

and Policies Committee and a broker with

obtained the rights to use it. This is often

Coldwell Banker Pro West Ashland in Ash-

the point of confusion with many members,

land, Ore.

who may often cut and paste listing photos

Copyrights for property photos and

liability for copyright infringement are
definitely growing concerns right now,

Harris MLS, Southern Oregon MLS, is

from their MLS or the previous agents list-

says Rodney Gansho, managing director of

working on several fronts to raise awareness

ing or use photos from a home owner, who

member policy at the National Association of

of photo licensing and to offer convenient

may not have the license to them.

REALTORS.

ways for participants to acquire licenses.

To address rising concerns, the National

Carl DeMusz, RCE, president and CEO of

Along with broker education forums, the

the Northern Ohio Regional MLS, says lately

Association of REALTORS Board of Direc-

MLS is adding photo licensing language to

he is seeing more members lift photos

tors in May approved changes to MLS policy

its listing agreement form, so when sellers

taken professionally for a builders devel-

aimed at increasing awareness of the need

provide the photos, they grant the license to

opments or condominium projects and use

to grant the appropriate license to the MLS

use them right in the listing agreement.

them in their own listings without obtaining

to use listing photos.

Although the policy change is educational

To effectively license photos taken

a license or permission. They think they

by agents, says Harris, were providing

are immune from liability because another

and does not require MLSs to change their

brokers with language that they can add to

agent or broker also used the photos, he

rules, it does authorize them to establish

their independent contractor agreements

says. Here at the Northern Ohio Regional

local rules around listing photo copyrights.

with agents.

MLS, we know we have our work cut out for

For example, an MLS can require partici-

The MetroTex Association of REALTORS

us in getting our members up to speed on

pants to confirm that they have permission

has had a listing photo copyright policy in

to use their listing photos as well as permis-

place for several years advising participants

sion to grant their MLS license over those

and subscribers to obtain written agree-

subscribers are aware of photo ownership

photos enough so that the MLS can store,

ments with photographers, says Cathy

because she helps settle frequent disputes

reproduce, compile, and distribute listing

Faulkner, RCE, the associations MLS director.

involving agents who use the photos of pre-

information.

Participants must also grant the MLS a non-

vious listing agents. We require that agents

MLSs may, through a pop-up window or

exclusive license to publish the photographs.

have the written permission of the previous

message, require members to indicate that

If an MLS has no rules or policies related

listing participant when using photographs

the necessary licenses have been obtained

26

REALTOR AE SUMMER 2016

to copyright license, they could leave them-

these issues.
At MetroTex, Falkner says most MLS

from a previous listing.

REALTOR.ORG/RAE

Licenses clarify photo ownership

third of the professional photos in our MLS,

sold properties and on Zillows home design

There are three types of agreements an

and he doesnt issue any type of specific

website. The case is still pending.

MLS participant could hold for the use of

agreements. So, if he wanted to take us

photos in their marketing that they did not

down, he could, says Harris. If real estate

agent of a multimillion dollar home used

take themselves; a work-for-hire agreement,

photographers who havent granted any

a photograph that had a copyright from a

an assignment, or a license. (NAR provides

licenses go looking for an income stream,

well-known national photography company.

sample agreements at realtor.org.) License

were it.

That photography company found their

agreements stipulate that although the

At the Milwaukee-area Metro MLS, CEO

MetroTex had an incident where a listing

photo on an IDX site and made an attempt

photographer still owns the photographs, he

Christopher Carrillo says he also plans

to collect fees for the use of it from the

or she grants an exclusive license to display

to reach out to area photographers and

subscriber providing that IDX site, says

and distribute them. Some photographers

explain how listing data and photos are dis-

Falkner. I contacted the listing agent

may put additional restrictions in a license,

tributed and used and how photographers

immediately and let him know that he had

such as limiting a photos use to the market-

may benefit from having the MLS pursue

put the entire population of IDX sites at

ing of active listings only.

copyright enforcement on their behalf.

risk since he had not obtained the proper

Based on the outcome of those talks, Metro

license to use that photograph. Luckily, we

to make sure photo licenses provide per-

MLS may develop a preferred photographer

were able to resolve the issue quickly since

petual rights to the photographs (so they

list that members could use but certainly

the seller was an attorney and did actually

can be used in the MLSs historical data)

would not be required to choose from,

own the rights to the photograph (although

and exclusive rights (so they cant be used

he says. If all of that fails, we may look at

he had not signed a photo licensing agree-

elsewhere). We have seen cases where

going old school and hiring photographers

ment with the agent). I did break a little

photography companies sold the rights

ourselves and offering it as a service.

sweat over that incident.

Protecting MLSs from

participants mistakes

Reducing risk before its a crisis

of a listing to the new listing agent who is

listing that same property, she says.

For MLSs, federal law can be interpreted to

distributing or posting a copyrighted pho-

Faulkner cautions her MLS subscribers

to listing photos to outside sources for

other uses or sold the same photographs

Because exclusive licenses can get

Although no MLS has been sued over

protect them from copyright liability if their

tograph without permission, the potential

complicated, MLSs often recommend that

participants upload copyrighted material

is there, says Harris. I understand a lot

brokers acquire ownership rights, but pho-

without permission. Yet to be protected

of AEs ask why were pushing this when

tographers increasingly balk at this request.

from liability, MLSs must comply with the

its not really an issue now, but this is one

The professional photographer I use

safe harbor procedures of the Digital Mil-

that could blow up in a heartbeat. So our

tells me that photographers rights are be-

lennium Copyright Act, which also covers

approach has been better safe than sorry.

coming a huge topic within the photographer

participants and subscribers hosting an IDX

community and there are photographer ad-

display. A 2015 change to NAR MLS policy

changes is to make sure that brokers are

vocacy groups looking to protect the rights

highly recommends that associations com-

informed, understand the issue, and seek

of their industry members, says Harris.

ply to protect their organizations.*

written permission for their own protec-

Pixsy, an international organization that

Yet compliance with federal law is no

The goal of the recent MLS policy

tiona practice that should extend to

hunts down unlicensed image use on the In-

guarantee against a lawsuit. Copyright

all facets of their business, including the

ternet, says 7 percent of the cases it pursues

infringement of listing photographs is

images they use in print materials, post on

on behalf of clients are related to real estate.

central in ongoing legal action between

their websites, and use in their blogs and

Illinois-based real estate photography

on social media. The policy changes also

Getting photographers on your side

company VHT and Zillow. According to the

encourage MLSs to create tools that make

Harris says the use of professional real

lawsuit, VHT retains ownership of its listing

it easier for subscribers to reduce their

estate photographers is definitely growing,

photographs and grants only nonexclusive

copyright liability.

and his MLS plans to start a dialogue with

licenses to brokers to use the photographs

area photographers to craft a standardized

solely in connection with marketing active

licensing agreement.

property listings. In the complaint, VHT

In my marketplace, theres one professional photographer who probably does a

REALTOR.ORG/RAE

alleges that Zillow used its photographs

without authorization in connection with

By Carolyn Schwaar
*See Section 11, Ownership of MLS Compilation
and Copyright section of the NAR model MLS Rules
and Regulations (all types), found in the Handbook
on Multiple Listing Policy

SUMMER 2016

REALTOR AE

27

AE voices: profile

Driving Change at the State Level

Andrea Bushnell on growing state programs and leadership.

ince joining the North Carolina

that advances the industry. The tagline The

online websites and platforms. When local

Association of REALTORS as CEO in

Smart Move will allow us to incorporate the

associations decide to take a stand on a

2010, after 14 years with the Oregon

many ways that using an NC REALTOR is

community policy, regulation, or ordinance,

Association, Andrea Bushnell, RCE, has been

a smart movethey are the experts who

the alliance will support local associations in

a driving force for change in the state. In

can help you navigate through any trans-

any way it can.

May at the REALTORS Legislative Meetings

action. Not only is purchasing property a

& Trade Expo in Washington, D.C., she was

smart move, but doing so in North Carolina

forts, many states, including North Carolina,

honored with the William R. Magel Award of

is a smart move. Relocating your industry

also have Section 527 or 503(c)(4) organi-

Excellence in Association Management.

to North Carolina is a smart move. Were

zations that fund independent expenditure

spreading the Smart Move story from the

campaigns. In North Carolina, our 527 is the

mountains to the coast with eye-catching

NC Property Rights Fund. I believe that we

creative, a robust social media and public

will continue to increase our level of sophisti-

relations strategy, a showcase video, and a

cation and engagement in the future and will

contest with $12,000 in prize money.

continue to make huge strides in our political

Finally, in addition to our RPAC funding ef-

influence.

Q. What has been the most

significant evolution in the role of
the state association?
State associations have grown substantially

Q. What has been the overall result

of Core Standards on your local
associations?

in sophistication and political acumen. We

Awareness has been raised about what asso-

have grown well beyond our role as tradi-

ciations can and should be doing to serve our

tional lobbying organizations. Lobbying is

members. North Carolinas local association

still central to our advocacy efforts, but we

AEs are amazing. They were not all thrilled

have so many more resources at our dis-

with Core Standards in the beginning, but

posal. For example, NC REALTORS formed

they dug deep and most now believe that

the NC Homeowners Alliance, which focuses

Core Standards are good for the industry.

Q. What are your most successful

programs or services currently?

on engaging consumers in our political

This is great news because our local associ-

issues. We have built a large database of

ations are the cornerstone of our success in

North Carolina is on fire with new ideas

consumers who want to participate in the

North Carolina. NC REALTORS additionally

and initiatives. This year, were launching a

political process for the protection of their

is taking advantage of the opportunity to

consumer outreach campaign to assist in

real property investment. Consumers are

look at how best to advance professionalism

rebranding NC REALTORS and to help cre-

included in our calls for action and they take

among our members because we are now, as

ate a unified voice for consistent messaging

action. It has been so successful that NC

an association, better able to create opportu-

statewide. The campaign, known as NC

Homeowners Alliance recently rolled out a

nities for professionalism and to support our

REALTORSThe Smart Move, will convey

new initiative to increase the efficacy of its

members with more targeted, demograph-

the message that our REALTORS are advo-

advocacy and the service it provides to local

ically aligned services. Core Standards has

cates for their clients and communities and

associations. The alliance is now available

allowed us to literally upend the association

an essential part of the property buying and

to participate in local associations issue

and look with new, fresh eyes at how we

selling process.

campaigns and referendums with the full

engage our members with programs and ser-

array of its public media activities: petitions,

vices that are meaningful and truly valued.

media appearances, town forums, and

How exciting is that?

Our goal is to equip members and local

associations to reach consumers in a way

28

REALTOR AE

SUMMER 2016

REALTOR.ORG/RAE