Official AEI SponsorMember Engagement and Customer Service Track Sponsor

Get Butts in the Seats

With a Solid Business Plan

Adorna O. Carroll, DSAABR, SRS, CRB, C-RETS, RENE, SRES, SFR, GRI, PSA, ePRO

Adorna@Adorna.com – DynamicDirections.com@AdornaCarroll – twitter AdornaSpeaks – facebook AdornaCarroll – Linkedin

Getting the Butts into the Seats to Create a Vibrant Non-Dues Revenue Pipeline

You can’t build a business by

competing with everyone else

doing exactly the same thing they

are doing

• Create a powerful offer or guarantee• Create a memorable culture• Create a cause marketing effort

• Deliver extraordinary service• Address customer pain points• Do business differently• Focus on a narrow niche

What’s Your Point of Differentiation?

Do You Own the Market or Just

Occupy It?

Being in a category of one is the secret

to success

Examples• If everyone is doing Pre-Licensing or required CE then

what are they not doing?• Baseline proficiency training for newly licensed

• Advanced courses offering credentials

• Business Specialty programs

• Continue to do compliance CE but• Strive to do more online

• Don’t give it away

• Offer fewer courses; increase class sizes and demand

• Use it to upsell and cross market more profitable programs

• Fewer programs with bigger trainer talent

• Be a destination; regional center; etc

• Use sponsors for your high ticket programs rather than catering to the lower tier

• Don’t be afraid to “share services” by collaborating with other associations for regional coverage, exposure and marketing

• My members won’t take classes unless there is CE

• They only want to fulfil the mandatory requirements

• They don’t have time to take classes

• They won’t pay for classes

• We use the same trainer for everything

• They love our same old local trainers

• We can’t afford to pay for trainers

• Millennials only want online CE

• Millennials don’t want designation or certification courses

• Promote and market yourself as their business support

• Personally reach out

• Ed Directors need to take the classes to sell them and trainers

• Don’t compete –supplement what they can’t deliver

• Know your demographics!

Leverage Your Brokers, Managers and Team Leaders

• If you have 1000 members, you don’t have 1000 members for your courses

• What is your % of folks engaged in the business ?

• What are your demographics?• Brokerages

• Independent

• Franchised

• What % of total members

• Brokers

• Managers

• Team Leaders

WHAT IS YOUR

?

Demographics are Everything

• Set high retail prices and offer a variety of early bird options

• Info-mercial loop on PPT for classes and upcoming events• Your office lobby on flat panels

• Your classrooms before, during breaks and after classes

• Emailed to brokers and managers for their office meetings

• Video Testimonials after high level classes

• Post loop on Social Media and Website of all classes

• Contact the Brokers and offer them group discounts

• Ask the State to give GRI credit for all high level credentials but especially the Trifecta –ABR/SRS/RENE

Systems

• Ensure each trainer is a subject matter expert with experience in their topic area

• Pay according to level of course material

• Buy the best you can afford to build a fan base

• Don’t use the same person for everything

• Expect them to upsell and cross market

• Have them pre-sell future programs with onsite discounts

• Make sure that they are engaging and entertaining as well as informative

• Re-hire based on evaluations

It All Starts

With A

Govt Affairs

Community Outreach

GovernanceProfessional

DevelopmentCommunications

MLS (if needed)

Strategic Mapping and Project Areas

Strat Objectives:• Staffing• Facility and

Operations• Finance• Structure• Expansion,

Mergers, Consolidations

Strat Objectives:• Platform• Technologies• Business Model• Productivity Tools• Expansion,

Mergers, Consolidations

Strat Objectives:• Fundraising• Policy• Grassroots

mobilization• Trustees• Influence,

Outreach

Strat Objectives:• Programs,

Events• Advocacy• Consumer

Mobilization• Charitable

Foundation• Influence,

Outreach

Strat Objectives:• Programming• Trainers• Target

Audiences• Delivery

Options• Professional

Standards Enforcement

Strat Objectives:• Internal • External• Delivery

Methods• Messaging and

Branding• Talent-Member

Database

Each of the Six Areas Has at least one Board of Director Liaison

Progress Monitored by First VP Progress Monitored by the President-ElectCEO, President,

Treasurer

CEO plus Officers: President; P-Elect; First VP; Treasurer; Immediate Past President

PD Strategic Business Mapping• Job Description of Professional Development Director

• Overall Goals• Profitability?• Profit/Loss per Category analysis• Wholesaler, Retailer or Both

• Target Audiences• Unlicensed• Newly licensed• Agents• Brokers/Managers/Team Leaders

• Curriculum Types• Unlicensed• Newly licensed• Exam Prep• Agent Post Licensing• Broker Post Licensing• Skill courses with CE• Skill workshops without CE• Advanced Credentials

• Development and Licensing

• Instructor Cadre• Conflict of Interest • Vendor Agreement• Selection Process per Curriculum Category• Development• Evaluation Process

• Methods of Course Delivery • Live• Live-Virtual• Video• Webinar• Online

• Messaging and Marketing• Messaging per course type• Drip campaign - Electronic and Traditional

• To all licensees• To all brokers/managers

• In house or virtual assistant• Outside Vendor Sponsorship Development

Categories for Assessment

Target audiences Programming Wholesale vs Retail

Compliance and Proficiency

TrainersMessaging and Communication

Program Delivery

Sponsorship money

Profitability

Target Audiences - We seize the opportunities available to elevate the competency and proficiency levels of each of our diverse member audiences

Curriculum Types – We deliver a spectrum of skill building programs that cater to the needs and exceeds the expectations of today’s business professionals no matter where they are in their career life cycle.

Programming and Curriculum Development - We leverage business opportunities by continuously evaluating the quality of the content, the cost effectiveness of the programming and the return on investment (actual or intrinsic).

Instructor Cadre - Recognizing that only the best will do, we hire who possess the field experience, business expertise and platform delivery style providing members an exceptional and memorable learning experience

Methods of Course Delivery - Recognizing that not all professionals access information the same way, MRI utilizes state of the art learning platforms for curriculum delivery

Messaging and Marketing - Using a highly effective and consistent marketing process that communicates both unique and uniform messaging to maximize the participation of all target audiences, we establishes ourselves as the ultimate destination for superior professional and career development programs

Outside Vendor Sponsorship Development – We offer a comprehensive portfolio of Vendor Sponsorship opportunities to help underwrite the cost of programming and to expose members to the Vendors’ programs, products and service offerings

Overall Goals for business - Premier choice; measurable results for proficiency; quality content and delivery; relevant topics; satisfy the student’s need for ROI; skills that protect; profitable department; quality trainers

1

2

3

4

5

6

7

8

Setting Curriculum – Worksheet for Your ProgramCourse Target Compliance/

ProficiencyCE X /Yr Trainer Trainer

ObjectiveCross Mrkt Delivery

Pre-Licensing Pre compliance N 4 basic Pass test Baseline, Post Lic, ABR/SRS/RENE

Live; online

R® Orientation New compliance N 4 team Baseline, post, ABR/SRS/RENE

Live, online, video, etc

New Agt Baseline Skills Training

New Proficiency N 2-3 Mid-Level Help student make $$$

ABR/SRS/RENE/PSA Live, online, blended

Req’d Post License New Compliance N/Y 4? basic Satisfy req’mt Baseline Skills, ABR/SRS/RENE/GRI

Live unless online avail

ABR/SRS/RENE/GRI All Proficiency Y 1/Q High Make $$$, manage risk

PSA/other specialty courses

Live, online, live-virtually

PSA/MRP/SRES, etc All Proficiency Y 2/yr high Make $$$ Other specialty courses

Live, online

Skill Workshops All Proficiency N/Y 4/yr Mid-level Make $$$ ABR/SRS/RENE Live, Video, Web, Live-Virtual

Mandatory/Elective All Compliance Y 6/yr Mid-level Req’d ABR/SRS/RENE Live, online

C-RETS Not New Proficiency Y 2/yr high $$$/risk C-RETS/CRB Live, online, Live-Virtual

CRB, Other ISCs Not New Proficiency Y 2/yr high $$$/Risk CRB Live, online, live-virtual

Course Business Plan WorksheetCourse CE? Wholesaler or retailer? Target audience(s) Pricing options Budget Best trainer(s)

Any credential Y Wholesale Private RE Firm Company discretion –pass through, surcharge, underwrite

Flat fee for:books, CE certs, trainer; company gets venue

National

Any Y Retail General Population 5 pricing levels Use REBI course calculator

National/Regional

How to get your phone contacts into a database

N Retail - workshop Skill specific Lunch/learn workshop nominal local

Communicate Venues

Grabber Msg WIIFM “flyer” Shared/Regional Delivery Options Up &cross-sell

Company Only Provide marketing flyers from ISCs

Make more $$$ - Stay out of Jail

Company may have multiple offices

Live Event Company products and tools –other courses that compliment

Social media; trainer promo; videos, marketing ppt loops in all other classes, etc

You don’t know what you don’t know

Make more $$$ - Stay out of Jail; get an edge on your competition

Share Services –expenses/profits or marketing and pay them pp sent

Live and/or Live virtually to other association offices

Other courses on your calendar-offer discount if they pay today; complimentary courses to the one delivered

Social, eblast, newsletter, etc

Need someone to transfer those contacts in your phone???

Geek will show you how

Live-virtual possible Webinar, live, facebook live, etc

Your credential programs

Overview Worksheet for All Courses Delivered

Income

• By Category, list all courses delivered• Unlicensed• Newly licensed• Exam Prep• Agent Post Licensing• Broker Post Licensing• Skill courses with CE• Skill workshops without CE• Advanced Credentials

• For each course List total:• Number of Students• Tuition Price

Expense

• For each course list Fixed Expenses• Trainer• Facility• Marketing and Promo costs

• For each course list Variable Expenses:• Staff Time• Workbooks• beverages• Etc

Evaluation Content Suggestions

Course Date: ______________________Course Provider: ____________________City/State: _________________________Instructor: __________________________I have been an active practitioner for:0-2 yrs 3-5yrs 6-10 yrs 11-20 yrs 20+ yrs

I am a: Broker Broker Assoc. Mngr AgtExplain Other: _______________________

My primary business is: Res CommProp Mngmt REO Luxury other: ________

I have other designations-certifications:ABR ABRM GRI SRES PMN SFR CIPS SRS ePRO CRS CRB CCIM CRP ALC SIOR CPM Other: ________________________

Course Rating: 1-5 OR Star System or Below Av Average Good Very Good Excellent

What I liked most: ________________________________________________What I liked least: ________________________________________________Instructor Rating: 1-5 or Star System or Below Av Average Good Very Good Excellent

Comments about Instructor: ______________________________________________________________________________________________

RealTown AETalkRealTown Presidents TalkRealTown RealTalk

Association Consultants and Trainers – “The Fixers”

• AE and Staff Conference Programs, Seminars• Convention Programs and Member Events• Leadership Training & Academy Programs• Executive CEO Searches• Strategic Planning and Business Planning• MLS and Association Mergers, Acquisitions

and Consolidations• Professional Standards & Admin Training • Executive Team Coaching/Consulting• Staff/Structure Reorganization Consulting• HR and CEO Assessment Training• Community-Board Collaboration Consulting

Adorna Carroll Bruce Aydt Christine Todd

Linda St. PeterIndividually Quoted to yourSpecific Program and Project Specifications

Steve Bois Rick Harris Holly Pasut

Exceptional Professional and Career Training

• Convention Keynote and Member Events• Private Company Programs and Events• Broker/Owner, Manager/Team Leader Training• Advanced Business Management Courses• Advanced Designation and Certification Courses• Selected Commercial and Auction Courses• GRI Programs • CE Courses – Original Content Electives• New Agent Training Series and Skill Courses

Adorna Carroll

Bruce Aydt

Barbara Fairfield

Linda St. Peter

Individually Quoted to yourSpecific Program and Project Specifications

Shannon BussRick Harris Jamie BowmanMJ Agostini

Rhonda Lentini

Deb Killian Amy Lavoie Samantha Kelley

Holly Pasut

Association Training and Consulting• Strategic Planning• Leadership Programs• Leadership Academy Training • Board Mergers, Acquisitions and Consolidations• MLS Mergers, Acquisitions and Consolidations• Executive CEO Searches and Consulting• Professional Standards Training• Professional Standards Admin Training• Executive and BOD Coaching and Consulting• Staff/Structure Audit/Reorganization Consulting• HR and CEO Assessment Training• AE and Staff Conference Programs

Career Development Training• Train the Trainer Courses• Broker/Owner, Manager and Team Leader

Advanced Business Management Courses• Advanced Designation/Certification courses for

Real Estate Professionals• Selected Commercial Courses• GRI, Skill Courses, Workshops and Webinars• CE Courses – Mandatory & Electives• New Agent Training – 3 Day Series• CT Pre-Licensing Courses for Brokers and Agents

OVERVIEW OF PROGRAMS WE DELIVER

Training Today’s Real Estate Professionals for Tomorrow’s Business

Keynote and Convention Programs

• Leadership Training

• Strategic Planning

• Advanced Skills• ABR – Accredited Buyer Rep• SRS – Seller Rep Specialist

• RENE – Real Estate Negotiation Expert

• Business Management• C-RETS – Certified Real Estate Team Specialist

• CRB – Certified Residential Broker

• GRI and CE Course

• Course Author

• Convention Programs, Seminars, Company Events, Retreats and more

• Download my speaker brochure at http://www.DynamicDirections.com

Adorna O. Carroll, DSAABR, SRS, CRB, C-RETS, RENE, CIPS, GRI, SFR, PSA, ePRO

Adorna@Adorna.com DynamicDirections.com@AdornaCarroll – Twitter

AdrornaSpeaks – FacebookAdornaCarroll - Linkedin

For You!

Setting Curriculum – Worksheet for Your ProgramCourse Target Compliance/

ProficiencyCE X /Yr Trainer Trainer

ObjectiveCross Mrkt Delivery

Course Business Plan WorksheetCourse CE? Wholesaler or retailer? Target audience(s) Pricing options Budget Best trainer(s)

Communicate Venues

Grabber Msg WIIFM “flyer” Shared/Regional Delivery Options Up &cross-sell

REVENUE

Sample Reg. Fee 20 25 30 35 40 45 50 55 60 65 75 100

$99 $1,980 $2,475 $2,970 $3,465 $3,960 $4,455 $4,950 $5,445 $5,940 $6,435 $7,425 $9,900

$129 $2,580 $3,225 $3,870 $4,515 $5,160 $5,805 $6,450 $7,095 $7,740 $8,385 $9,675 $12,900

$149 $2,980 $3,725 $4,470 $5,215 $5,960 $6,705 $7,450 $8,195 $8,940 $9,685 $11,175 $14,900

$179 $3,580 $4,475 $5,370 $6,265 $7,160 $8,055 $8,950 $9,845 $10,740 $11,635 $13,425 $17,900

$199 $3,980 $4,975 $5,970 $6,965 $7,960 $8,955 $9,950 $10,945 $11,940 $12,935 $14,925 $19,900

$229 $4,580 $5,725 $6,870 $8,015 $9,160 $10,305 $11,450 $12,595 $13,740 $14,885 $17,175 $22,900

$249 $4,980 $6,225 $7,470 $8,715 $9,960 $11,205 $12,450 $13,695 $14,940 $16,185 $18,675 $24,900

$279 $5,580 $6,975 $8,370 $9,765 $11,160 $12,555 $13,950 $15,345 $16,740 $18,135 $20,925 $27,900

EXPENSE

Item 20 ppl 25 30 ppl 35 40 ppl 45 50 ppl 55 60 ppl 65 75 ppl 100 ppl

Royalty Fee 1,000$ 1,250$ 1,500$ 1,750$ 2,000$ 2,250$ 2,500$ 2,750$ 3,000$ 3,250$ 3,750$ 5,000$

Instructor Teaching Fee

Instructor Transportation

Instructor Meals/Per Diem

Instructor Lodging

Course Workbooks & Materials 200$ 250$ 300$ 350$ 400$ 450$ 500$ 550$ 600$ 650$ 750$ 1,000$

Postage

A/V

Room Rental Variable expense - $0 if held at your facility.

Beverages

Marketing

Other

Other

TOTAL EXPENSES 1,200$ 1,500$ 1,800$ 2,100$ 2,400$ 2,700$ 3,000$ 3,300$ 3,600$ 3,900$ 4,500$ 6,000$

NET MARGIN

$99 $780 $975 $1,170 $1,365 $1,560 $1,755 $1,950 $2,145 $2,340 $2,535 $2,925 $3,900

$129 $1,380 $1,725 $2,070 $2,415 $2,760 $3,105 $3,450 $3,795 $4,140 $4,485 $5,175 $6,900

$149 $1,780 $2,225 $2,670 $3,115 $3,560 $4,005 $4,450 $4,895 $5,340 $5,785 $6,675 $8,900

$179 $2,380 $2,975 $3,570 $4,165 $4,760 $5,355 $5,950 $6,545 $7,140 $7,735 $8,925 $11,900

$199 $2,780 $3,475 $4,170 $4,865 $5,560 $6,255 $6,950 $7,645 $8,340 $9,035 $10,425 $13,900

$229 $3,380 $4,225 $5,070 $5,915 $6,760 $7,605 8,450$ 9,295$ $10,140 $10,985 $12,675 $16,900

$249 $3,780 $4,725 $5,670 $6,615 $7,560 $8,505 $9,450 $10,395 $11,340 $12,285 $14,175 $18,900

$279 $4,380 $5,475 $6,570 $6,615 $8,760 $9,855 $10,950 $12,045 $13,140 $14,235 $16,425 $21,900

Attendees

COURSE BUDGET CALCULATOR - 1-Day/$50 Royalty

You set your own registration fee. The samples below are simply provided to assist in your planning. Formulas have been created so you change the "Sample Reg Fee" to whatever amount you choose to

charge as well as any of the expenses. The "Totals" and "Net Margin" will auto-calculate based on your specific inputs.

Input estimates

Estimated for screen, flip chart & data

projector if not provided by Licensee.

Variable expense

Variable expense - $0 if electronic.

Notes

Input estimates

Based on $10 pp

Determined by your contract

$50 per person paid to REBI

Mailing of Course Evaluations to Council

Input any airfare and/or mileage

Go To: http://www.REBInstitute.com for Course Calculator Templates

REVENUE

Sample Reg. Fee 20 25 30 35 40 45 50 55 60 65 75 100

$199 $3,980 $4,975 $5,970 $6,965 $7,960 $8,955 $9,950 $10,945 $11,940 $12,935 $14,925 $19,900

$229 $4,580 $5,725 $6,870 $8,015 $9,160 $10,305 $11,450 $12,595 $13,740 $14,885 $17,175 $22,900

$249 $4,980 $6,225 $7,470 $8,715 $9,960 $11,205 $12,450 $13,695 $14,940 $16,185 $18,675 $24,900

$279 $5,580 $6,975 $8,370 $9,765 $11,160 $12,555 $13,950 $15,345 $16,740 $18,135 $20,925 $27,900

$299 $5,980 $7,475 $8,970 $10,465 $11,960 $13,455 $14,950 $16,445 $17,940 $19,435 $22,425 $29,900

$329 $6,580 $8,225 $9,870 $11,515 $13,160 $14,805 $16,450 $18,095 $19,740 $21,385 $24,675 $32,900

EXPENSE

Item 20 ppl 25 30 ppl 35 40 ppl 45 50 ppl 55 60 ppl 65 75 ppl 100 ppl

Royalty Fee 1,200$ 1,500$ 1,800$ 2,100$ 2,400$ 2,700$ 3,000$ 3,300$ 3,600$ 3,900$ 4,500$ 6,000$

Instructor Teaching Fee

Instructor Transportation

Instructor Meals/Per Diem

Instructor Lodging

Course Workbooks & Materials 300$ 375$ 450$ 525$ 600$ 675$ 750$ 825$ 900$ 975$ 1,125$ 1,500$

Postage

A/V

Room Rental Variable expense - $0 if held at your facility.

Beverages

Marketing

Other

Other

TOTAL EXPENSES 1,500$ 1,875$ 2,250$ 2,625$ 3,000$ 3,375$ 3,750$ 4,125$ 4,500$ 4,875$ 5,625$ 7,500$

NET MARGIN

$199 $2,480 $3,100 $3,720 $4,340 $4,960 $5,580 $6,200 $6,820 $7,440 $8,060 $9,300 $12,400

$229 $3,080 $3,850 $4,620 $5,390 $6,160 $6,930 $7,700 $8,470 $9,240 $10,010 $11,550 $15,400

$249 $3,480 $4,350 $5,220 $6,090 $6,960 $7,830 $8,700 $9,570 $10,440 $11,310 $13,050 $17,400

$279 $4,080 $5,100 $6,120 $7,140 $8,160 $9,180 $10,200 $11,220 $12,240 $13,260 $15,300 $20,400

$299 $4,480 $5,600 $6,720 $7,840 $8,960 $10,080 $11,200 $12,320 $13,440 $14,560 $16,800 $22,400

$329 $5,080 $6,350 $7,620 $8,890 $10,160 $11,430 12,700$ 13,970$ $15,240 $16,510 $19,050 $25,400

Attendees

REBI - Real Estate Business Institute COURSE BUDGET CALCULATOR - 2-Day Course

You set your own registration fee. The samples below are simply provided to assist in your planning. Formulas have been created so you change the "Sample Reg Fee" to whatever amount you choose to

charge as well as any of the expenses. The "Totals" and "Net Margin" will auto-calculate based on your specific inputs.

Input estimates

Estimated for screen, flip chart & data

projector if not provided by Licensee.

Variable expense

Variable expense - $0 if electronic.

Notes

Input estimates

Based on $15 pp

Determined by your contract

$60 per attendee paid to REBI

Mailing of Course Evaluations to Council

Input any airfare and/or mileage

Go To: http://www.REBInstitute.com for Course Calculator Templates

Evaluation Content Suggestions

Course Date: ______________________Course Provider: ____________________City/State: _________________________Instructor: __________________________I have been an active practitioner for:0-2 yrs 3-5yrs 6-10 yrs 11-20 yrs 20+ yrs

I am a: Broker Broker Assoc. Mngr AgtExplain Other: _______________________

My primary business is: Res CommProp Mngmt REO Luxury other: ________

I have other designations-certifications:ABR ABRM GRI SRES PMN SFR CIPS SRS ePRO CRS CRB CCIM CRP ALC SIOR CPM Other: ________________________

Course Rating: 1-5 OR Star System or Below Av Average Good Very Good Excellent

What I liked most: ________________________________________________What I liked least: ________________________________________________Instructor Rating: 1-5 or Star System or Below Av Average Good Very Good Excellent

Comments about Instructor: _______________________________________________________________________________________________