The real estate industry is constantly evolving, and the pace is accelerating. Member response to ongoing shifts in regulations, business practices, and consumer expectations ranges from pedal-to-the-metal enthusiasm to uncertainty or fear. These moments—especially this one—create an opportunity for us to show up and meet members where they are, providing meaningful support and reinforcing our role as essential, trusted partners.
I’ve identified 10 Strategies for Advancing Member Education and Engagement in 2025 that I hope you’ll find helpful.
This article explores Strategy #1: Adapt and Respond Swiftly to Moments of Need as Regulations and Business Practices Evolve.
Summary
Empower members with the confidence to navigate change by anticipating and responding to industry shifts through timely education and actionable strategies that strengthen client trust and elevate consumer perception.
Why This Strategy Matters
Change can leave members feeling uncertain and unprepared, impacting their confidence and ability to serve clients effectively. When associations respond quickly and effectively, they:
- Demonstrate their value as a go-to resource for helping members in their business.
- Build trust by offering clear, actionable guidance.
- Enhance the reputation of REALTORS® with clients and the public.
The Core of the Strategy
Adapting swiftly requires a plan and a proactive approach. Let’s plan:
- Understand Member Needs
Start by listening to your members. Change affects everyone differently, so it’s critical to discover where members feel unprepared or need the most support. This can be done through:
- Conversations: One-on-one discussions with members to uncover challenges.
- Feedback: Use polls, surveys, and informal check-ins during meetings or events.
- Online Observations: Monitor online spaces like Facebook groups where members (over)share their concerns and experiences.
- Design and Deliver Relevant Solutions
Tailor your programs to meet the most pressing needs quickly. Focus on offering practical, easy-to-access solutions such as:
- Quick Wins: Rapid-response webinars, FAQs, or short guides addressing urgent topics.
- Hands-On Training: Workshops or sessions that build practical skills, such as buyer and seller representation, negotiation, or emotional intelligence.
- Every offering should empower members to build confidence, enhance their skills, and take immediate action in their business.
- Evaluate and Adjust
Remember, things will continue to be fluid, and no strategy is perfect the first time. Make adjustments based on member feedback and changing circumstances:
- Surveys: Ask members what worked and what they still need.
- Member Forums: Create spaces for open conversations about ongoing challenges.
- Continuous Monitoring: Stay active in online and in-person interactions to identify emerging issues.
A Real-Life Example: Shifts in Buyer and Seller Representation
Consider the recent changes in buyer representation and compensation practices. Despite significant training efforts, many agents were unprepared for—or even unaware of—how these shifts would impact their negotiations and client relationships.
To illustrate the importance of monitoring online spaces, I recently visited a statewide Facebook group with over 15,000 members. One of the first posts I saw was a poll revealing that 73% of responding agents had encountered peers unaware of major industry changes.
What.
This highlights an important reality: Our work is far from over.
Moreover, this work is a moving target. Practices and strategies will continue to evolve as these changes play out in the field. Associations should remain proactive in supporting members during this ongoing transition.
A proactive approach might include:
- A webinar like “What’s Next for Buyer and Seller Representation?” that offers actionable insights such as:
- Identifying key market trends and responses.
- Explaining changes to clients with clarity.
- Honing negotiation strategies.
- Building trust through transparency.
- Workshops to sharpen core skills needed in this evolving landscape, ensuring members stay confident and prepared.
Plan for Success
According to the 2023 Association Trends study by Community Brands, while organizations report using a variety of engagement tactics with their members, only a quarter say they have an organization-wide engagement strategy, and few rate their organization’s use of engagement channels as excellent.
This underscores the opportunity for associations to differentiate themselves by creating deliberate, member-focused strategies that drive engagement and impact.
Next Steps
Adapting swiftly isn’t just about reacting—it’s about positioning your association as a leader.
- Start by evaluating how your association is meeting member needs. Alongside formal feedback channels like surveys, don’t overlook the value of one-on-one conversations, casual check-ins at meetings or events, or wading into a local Facebook group to find those challenges and gather valuable insights.
We have the opportunity to lead during moments of change. Let’s work together to identify ways to support your members and keep the conversation going. I’d love to hear your thoughts and would be happy to schedule a free call to see how I can help.