For years, I’ve asked REALTORS® what they love about real estate. When we move past the surface answers like ‘I love people and houses,’ we get to the good stuff and uncover the deeper connections between what we do and why we do it.
You may be surprised to learn–especially if you’re a fan of HGTV–that nobody has ever answered “easy money.”
Real estate is a great business. It’s a rewarding business. It’s many things, but after 28 years and counting, I’m here to say it is not an easy business.
With evolving consumer expectations, rising external pressures, and increasing demands on members, it’s clear that competence and excellence require more than simply meeting the minimum CE requirements every year or two.
I’ve identified 10 Strategies for Advancing Member Education and Engagement in 2025 to help associations and educators navigate the evolving landscape and deliver meaningful, lasting value to members.
This article provides practical suggestions for implementing Strategy #2: Elevate Professional Development Beyond Compliance.
Summary
Move beyond checking CE boxes with a focus on value-driven programs that advance members’ careers and equip them with practical tools to excel as trusted professionals.
Why This Strategy Matters
CE compliance is a baseline requirement that is easily met through widely available, often low-cost options. Some of these options are great, and when we offer programs that help members succeed while also satisfying CE requirements, it’s an added bonus.
The real challenge isn’t compliance—it’s engagement.
Engagement Challenges
- Members who view CE as a box to check may disengage if associations fail to provide compelling programs that add genuine value.
- Those seeking advanced training beyond the basics may turn exclusively to other sources, representing a missed opportunity for associations to engage and support them.
Engagement Opportunities
- Associations that prioritize professional development can engage members and re-engage those who’ve disengaged by offering programs focused on real-world skills and professional growth.
- Members who already seek out professional development elsewhere are an untapped audience eager for relevant, high-quality education and support.
Broader Benefits
By moving beyond compliance-focused education, associations not only serve their members better but also:
- Prepare members to adapt to evolving business practices and shifting consumer expectations, ensuring they remain relevant and competitive in a rapidly changing industry.
- Enhance the public perception of REALTORS® as trusted professionals, strengthening the collective REALTOR® brand.
The Core of the Strategy
To shift in priority from compliance to true professional development, we need a deliberate, member-centered approach. Let’s make it happen:
- Tap Into Member Expertise and Real-World Needs
Go beyond surveys by using one-on-one conversations, stakeholder interviews, and casual touch points to identify the skills members need to succeed in today’s market. Use these insights to design and deliver programs that truly resonate. - Diversify Delivery Formats to Maximize Accessibility
Embrace a variety of learning formats to meet diverse member needs and preferences:- Hybrid Learning Models: Combine live workshops, virtual classes, and on-demand microlearning to provide flexibility.
- Custom Learning Tracks: Create segmented content for new agents, mid-career professionals, industry veterans, and managing brokers, ensuring everyone finds value.
- Focus on Practical, Value-Driven Skill Building
Supplement traditional long-format designations and certifications with concise, skill-focused learning opportunities that deliver immediate and actionable results. These programs not only address immediate challenges but also position members as leaders in their field. Examples include:- Client-Centric Training: Host short, focused workshops on navigating challenging conversations, building client trust, and addressing consumer uncertainty and affordability concerns.
- Local Area Expertise Programs: Equip members with hyper-local knowledge, including market trends, zoning laws, and unique community features and challenges, helping them stand out as trusted and knowledgeable advisors.
- AI and Tech Skills Modules: Provide hands-on training in emerging tools to keep interested members ahead of technology curve without committing to multi-day courses.
- Leverage Industry Partnerships for Fresh Insights
Collaborate with tech providers, brokers, affiliate members and industry experts to offer innovative, relevant training. For example:- Partner with brokers to tailor content to their agents’ specific needs, and don’t forget to align programs with brokers’ own goals for team performance, risk management, and leadership.
- Work with technology providers to provide real-time, skills-based demos of curated tools.
A Real-Life Example: Standing Out As a Pro
Consider what a typical agent has faced this year, and whether the minimum CE requirements in any state actually prepare them for real-world challenges.
In some states, even getting a negotiation class approved can be a challenge. Associations offering practical negotiation training—not just to understand rule changes but to communicate them effectively—empower agents to exceed client expectations. This differentiation builds trust, attracts more clients, and enhances the REALTOR® brand as a whole.
For example, a workshop on “Mastering Difficult Client Conversations” could teach agents to:
- Clearly articulate their value proposition.
- Navigate sensitive discussions about fees and services.
- Strengthen client trust and loyalty through transparency.
The more members see tangible results in practice, the more they’ll recognize the value your association has to offer.
Plan for Success
Here are some proactive steps to successfully implement this strategy:
- Audit Current Offerings
- Identify gaps in existing programs where professional development opportunities could add value.
- Evaluate member feedback to prioritize topics that resonate.
- Start Small, Scale Strategically
- Pilot new programs with a targeted audience.
- Measure and refine before expanding.
- Market the Value
- Clearly communicate how professional development programs go beyond compliance to advance careers and build trust with clients.
- Ask for and share success stories to demonstrate impact and inspire participation.
- Commit to Continuous Improvement
- Regularly revisit member needs and adjust programs to remain relevant.
- Stay informed about industry trends to anticipate emerging educational priorities.
Next Steps
Again, this is more than a strategy–it’s an opportunity to lead, strengthen your association’s value, and position it as an indispensable partner in your members’ success.
Building on the next steps from the previous strategy, ask:
- Are your programs preparing members with the skills and confidence they need?
- How can you make professional development more accessible, relevant, and impactful?
What’s working for you and your association? I’d love to hear your thoughts or collaborate on ways to bring this strategy to life.