Let’s face it: members don’t all learn the same way, and they shouldn’t have to. Some thrive in dynamic group settings, while others prefer the flexibility of grab-’n-go content. An experienced broker might seek out advanced strategies to refine their expertise, while a new agent focuses on learning the basics.
One-size-fits-all education is not the way.
Personalizing professional development drives engagement by creating tailored experiences that resonate, inspire action, and create meaningful results. By meeting members where they are, associations can provide exactly what they need, when they need it, in the format that works for them.
Strategy #5: Personalize Professional Development to Drive Engagement is a cornerstone of the 10 Strategies for Advancing Member Education and Engagement in 2025, ensuring content resonates and drives action.
Summary
Deliver flexible learning formats, including bite-sized modules, on-demand content, and interactive live-virtual sessions. Segment offerings to address varying levels of member experience, market focus, and learning preferences, ensuring relevant and tailored education.
Why This Strategy Matters
Diverse Members, Diverse Needs
Real estate associations serve a wide range of members, from new agents and team leaders to seasoned brokers. Each group has unique goals, skill gaps, and preferences for how they learn best.
Higher Relevance, Higher Engagement
If you can help members with their business, they will pay attention. When they see themselves and their business needs reflected in the education offered, they’re more likely to opt in and put what they’ve learned into action. As a bonus, this drives deeper member connection and demonstrates clear association value.
Standing Out in a Crowd
With countless online and traditional learning options available, associations can stand out by delivering programs members can’t find elsewhere
The Core of the Strategy
Here’s how associations can personalize professional development to engage members effectively:
- Offer Flexible Learning Formats
Flexibility is key to meeting members where they are. A few approaches to consider:- Bite-Sized Modules: On-demand, short-format content that tackles specific, actionable topics. Tap into your subject matter experts here.
- Immersive In-Person Workshops: Hands-on sessions that build foundational skills in an engaging, collaborative environment. Learning does not have to be boring.
- HyFlex (Hybrid-Flexible) Learning: Unlike a traditional “hybrid” session with both in-person and virtual attendees, HyFlex offers flexibility between in-person, online, or asynchronous options within a given topic—or combine them for a richer experience. For example, an in-person workshop could be paired with virtual follow-ups to reinforce skills, or members could explore bite-sized content at their own pace before diving into live sessions. I would love to see more of this approach in real estate education!
- Segment Your Audience
Not all content works for all members. Tailor your offerings by categories, which could include:- Experience Level: Create separate tracks for new agents, mid-career professionals, and veteran brokers—these groups often face unique challenges and priorities.
- Role: Design programs tailored to specific member roles, such as Managing Brokers, Team Leaders, or Solo Agents. For example:
- Managing Brokers: Leadership, compliance, and risk management.
- Team Leaders: Collaboration, delegation, and performance coaching.
- Solo Agents: Personal branding, time management, and marketing strategies.
- Market Focus: Design courses based on specific markets, like luxury, new homes, or income property.
- Use Data to Inform Personalization
Leverage member data to create relevant programs:Surveys and Feedback: Collect insights from surveys, evaluations, and direct conversations to uncover members’ learning preferences and goals.
Participation Trends: Analyze attendance patterns to identify which topics, formats, and delivery times resonate most with members.
Market Data and Trends: Use external insights to predict and address emerging member needs. This data-driven approach positions members as trusted advisors in their markets, increasing their value in clients’ eyes—when they win, we win!
- Offer Flexible Learning Formats
A Real-Life Example: The Power of Personalization
The latest National Association of REALTORS® Profile of Home Buyers and Sellers shows that 25% of buyers value negotiation skills more than anything else when working with a real estate agent. This data highlights a pressing need for tailored negotiation training—an opportunity to empower members with essential skills and differentiate themselves in the marketplace.
Let’s bring this strategy to life by personalizing training on negotiation. For example, I have a (fantastic!) program called Win-Win or No Deal: Negotiating with Confidence and Purpose that covers proven principles and techniques to help agents close deals while preserving relationships.
Here’s how we could adapt an existing course like this to meet unique member needs:
- Step 1: Use Market Data to Identify the Opportunity
We know negotiation skills are a top priority for buyers, making this an area where members can immediately enhance their value. By framing the course around meeting client expectations and building trust, we align the program with both market demands and members’ needs. - Step 2: Segment Your Audience
Not every member faces the same negotiating challenges. By tailoring content to different groups, we can create training that feels relevant and timely:- New Agents: Start with negotiation basics, including building confidence, using scripts, and overcoming objections.
- Experienced Agents: Focus on advanced tactics like uncovering client motivations, addressing complex scenarios they’ve already encountered in the field, and leveraging creative solutions to achieve win-win outcomes.
- Brokers and Team Leaders: Add a layer of leadership by teaching them to coach their teams on negotiation strategies and embed risk management practices into deal-making.
- Step 3: Offer Flexible Learning Formats
Flexible delivery ensures members can access training in the way that works best for them:- Bite-Sized On-Demand Content: Short, focused videos on essential negotiation topics, such as opening conversations or handling objections.
- Interactive Virtual Workshops: Live sessions where participants practice real-world scenarios, get feedback, and refine their techniques.
- HyFlex Learning Models: Offer an in-person workshop for immersive, hands-on negotiation learning and practice, followed by virtual role-playing sessions to reinforce skills and address real-world challenges members encounter after the initial training.
Applying these principles transforms a negotiation course into a personalized program tailored to members’ challenges and elevates their ability to meet client needs. This example demonstrates how associations can move beyond general professional development to deliver targeted, impactful education that truly resonates with members.
Plan for Success
- Conduct a Member Needs Assessment
- Use surveys, focus groups, and one-on-one conversations to uncover learning preferences and goals.
- Pilot Tailored Offerings
- Launch segmented programs with a focused group, such as new agents or brokers, to test relevance and gather feedback before scaling.
- Diversify Content Delivery
- Offer a mix of engaging live, virtual, and on-demand content to meet varied needs.
- Promote Personalization
- Highlight tailored tracks in marketing materials and on socials to demonstrate your commitment to meeting members where they are.
- Measure Impact and Refine
- Regularly collect and analyze feedback to identify which techniques resonate most and adjust accordingly. Rinse and repeat.
Next Steps
Personalizing professional development isn’t a novelty—it’s the key to building stronger connections, enhancing engagement, and truly delivering value to members.
Here’s how you can start:
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- Evaluate Current Offerings: Identify where personalization can make the biggest impact.
- Start Small: Pilot segmented programs for a specific audience and scale based on feedback.
- Partner Up: Collaborate with experienced educators (like me!) to design and deliver tailored learning experiences.
Are you personalizing professional development for your members? If you’re looking for ideas or support, let’s connect. I’d love to help you develop programs that truly resonate and empower your members.