April 19, 2018

NAR Advances Plan to Track More Members' Activities

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NAR Advances Plan to Track More Members' Activities

The National Association of REALTORS® is moving closer to an overhaul of the way it collects member data, envisioning more extensive tracking of members’ activities to enhance the marketing of its products and services to individual members’ needs.

NAR’s Data Strategies Committee approved a plan Tuesday to set up a work group to explore the setup and implementation of a new member information management system that would track such information as REALTORS Property Resource® usage, which committees members volunteer for, and which calls to action they respond to.

NAR’s current data system, the National REALTOR® Database System, known as NRDS, has a much narrower focus. As a result, members receive all of NAR’s marketing campaigns — “and then they tune us out,” said Ted Loring, chairman of the Data Strategies Committee, during a committee meeting at the REALTOR® Party Convention & Trade Expo in Washington, D.C.

With a better system to track more robust information about members’ activities, NAR can better understand which of its products and services are relevant to each individual member and better target its marketing efforts.

“It will allow us to provide more value to our members,” Loring said. “We need a 360-degree view of the member, and we don’t have that. We don’t have a complete view of the member.”

The Data Strategies Committee first floated the idea of overhauling member data at the 2013 REALTORS® Conference & Expo in San Francisco in November. The work group it voted on Tuesday to form would include members of its own committee, along with members of the Association Executives Committee and the Member Communications Committee. Loring said that the AEC already approved the plan for the work group. The matter still has to gain approval by the MCC before moving forward.

The Data Strategies Committee also said that an objective of the work group would be to facilitate the sharing of member information between the local, state, and national associations. Right now, for example, any information that local associations have on their members’ involvement with their chapters of the Young Professionals Network or association committees is not shared with the national association. 

If this information was more freely shared among the different association levels, NAR could more easily identify up-and-coming leaders and association advocates to better support their growth with NAR, said Todd Carpenter, manager of NAR’s data analytics.

—By Graham Wood, REALTOR® Magazine

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