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November, 2011
2011 Association Young
Professionals Survey
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Objectives and MethodologyTo gauge how best to inform, educate and engage Young
Professionals Network (YPN) association staff so they can
make valuable contributions and benefit from REALTORS
association activities.
Online survey invitation delivered via email to 4,500REALTOR association staff. 894 staff responded to the survey
(overall response rate of 20%). Staff ages 46 and under (Generations X and Y) qualified to complete
the survey; 443 staff (49% of all respondents) fell into this age group.
The margin of error for these results at a 95% level of confidence is+/-4.13%. This sample size is large enough and the margin of error
small enough to consider results overall statistically valid andrepresentative of the population of REALTOR association staff ages46 and under.
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Association Function
2%
24%
14%
57%
3%
State associationchief staff
executive
Local associationchief staff
executive
State associationstaff specialist
Local associationstaff specialist
Other, pleasespecify:
Function
27%22%
18%26%
36%
5%
17% 15% 14%19%
Area(s) of Specialization
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Age
Age 30 andUnder -Generation
Y12%
Ages 31 - 46 -Generation
X
37%
Over 46 -Baby
Boomersand Civics
51%
Age Groups
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Best Ways to Communicate with Young Professionals
76%
43%
32%
33%
70%
39%
33%
31%
70%
43%
32%
30%
64%
33%
29%
26%
Email with text, links, images only (WeeklyINS)
Email with brief video & links for moreinformation
An NAR Association Staff FacebookPage
Realtor.org/ AE Homepage onRealtor.org
Best Ways to Communicate
Industry News Meetings/Conferences Education/Training Other Information
*Respondents were allowed to choose more than one response, so percentages will not add up to 100%.
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By far the most frequently mentioned suggestion (75
mentions) was to use Facebook/offer an NARAssociation Staff Facebook Page. Several suggested thatthis page be private and locked to members and the public.
Engaging Association Staff Young Professionals
Only 50% of all staff were aware of theAE YPNFacebook page, and only 16% had actually used it. Staff who are not actually Executives may be
confused by the name of this page and assume its
only meant for their bosses.
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Preferred Education Formats
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The top three most preferred education formats for this group are all online, and two arewebinar formats: Live webinar55% Online course55% Archived webinar46%.
68%63% 60% 58% 57% 55% 54% 53% 53% 52%
51% 50%
Most Popular Topics
For in-person sessions, they are most interested inlecture format (63%) and roundtable discussion groups
(58%).
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Awareness of NAR Association Staff Young Professionals Outreach
AE Institute
RCE Designation
Association YPN Meetup
New AE Orientation
AE YPN Facebook Page
REALTOR Association Management (RAM) Self-Study
AE Competencies & RCE Body of Knowledge
Advanced REALTOR Association Management (RAM) Course
New AE Networking Session
Association Management Roundtables
Advanced Administrative Concepts Self-Study Course on
AE YPN Promotion Piece
The Answer Book
REALTOR Association Models Planning Tool
Value Positioning Toolkit
55%
50%
44%
39%
34%
23%
27%
30%
28%
22%
24%25%
10%
18%
16%
29%
14%
12%
14%
16%
21%
14%
8%
8%
14%
11%9%
23%
14%
6%
16%
36%
44%
47%
50%
56%
59%
62%
64%
64%
65%66%
67%
68%
78%
Aware of But NOT Used/ Participated In Used or Participated In Neither Aware of Nor Used
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Generation X vs. Generation YAssociation Functions
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0%
2%
15%
72%
12%
2%
20%
18%
44%
17%
2%
24%
14%
57%
3%
State association chiefstaff executive
Local association chiefstaff executive
State association staffspecialist
Local association staff
specialist
Other, please specify:
Association Function
Generation Y Generation X All Staff 40%
24%
18%
26%
41%
3%
22%
10%
7%
25%
29%
18%
22%
23%
33%
4%
21%
16%
13%
19%
27%
22%
18%
26%
36%
5%
17%
15%
14%
19%
Communications
Education
Govnt Political Affairs
MLS
Member Services
Legal
IT
Financial
Operations
Other
Specializations
Generation Y Generation X All Non-AE Staff
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Recommendations
Send the Weekly INS e-Newsletter to all staff, not just todesignated Executive Officers.
Offer free webinars to staff at lunch times.
Send information about education/training and meetingsdirectly to staff rather than to CEOs for distribution.
Consider changing the AE YPN Facebook page toAssociation Staff YPN Facebook Page and promote it directlyto staff as a place for young staff to network.
Revisit the idea of a mentorship program, particularly for youngExecutives.
Create a scholarship program for young professional staff toattend NAR conference and events.
This could be linked to the Association Young Professional Awardproposed in a recent focus group with Association YPNs.
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CONTACT INFORMATIONFORTHIS REPORT
NATIONAL ASSOCIATIONOF REALTORS
Marketing Research Department
430 North Michigan Avenue
Chicago, IL 60611
LISAHERCEG
Manager, Marketing Research
Marketing Research
312-329-8563
MATT LOMBARDI
Vice President
Marketing, Promotions & Marketing Research
312-329-8521
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mailto:[email protected]:[email protected]:[email protected]:[email protected]