The NSMC Membership and Local Councils Committee presented an SMC call-in workshop on March 21 titled “Back to School: Getting a Jump Start on Your SMC’s Educational Offerings for 2008 & Beyond.”

Roger Fiehn, MIRM, CMP, of Roger Fiehn & Associates in Houston, Texas, a nationally recognized instructor, and Wendy Danks of the Builders Association of the Twins Cities in Roseville, Minn., offered 10 tips on how to plan and promote successful educational programs.

1. Before you get started, prepare a survey to distribute to your entire Home Builders Association (HBA) – not just your Sales and Marketing Council. This will allow you to reach for a larger audience. Include a brief description of each educational program and ask respondents to rate whether a program is important or not important to them. Also, ask them their preference for the day of the week or time to offer your programs.

2. Plot next year’s schedule at least a year in advance. Early planning will allow you to adequately plan and promote your educational activities. In addition, it will give you to time to procure speakers. With dozens of HBAs offering Institute of Residential Marketing (IRM) classes and a limited number of instructors available, it’s paramount to start early. Don’t wait until the last minute … you’ll have a difficult time getting the speakers you want.

3. Work closely with the National Sales and Marketing Council and NAHB’s University of Housing to promote your programs. Contact NAHB at least six months prior to your program date to have it listed on the Education calendar on the NAHB Web site (www.nahb.org/education). In addition, courses are listed in Sales + Marketing Ideas magazine. However, production deadlines for SMI require you to submit your program at least two months in advance to be included in the IRM Course Schedule. Circulation for SMI is 20,000 and the NAHB Web site gives you access to an even broader audience.

4. Consider offering a diversified panel of instructors. Bring in one nationally recognized instructor, if possible. Their reputation will bring in students. Your second speaker can be an instructor from your region, which will help your HBA/SMC contain costs. The local expert will have expertise on your own market, while the national expert has a more global, industry-wide perspective.

5. Offer courses that are relevant to your market. The days of sitting in a sales center waiting for the sale are long gone. With many markets that have seen a drop in new home sales, the “Essential Closing Strategies” course is a proven winner. Other courses that help industry professionals refine their sales techniques are helpful.

6. Be persistent in your communications and mix it up. The magic rule is to contact your prospects three times, but it’s not a bad idea to send a fourth reminder. Try different methods – email, snail mail, fax and postcards. One formula doesn’t work for everybody. Also, make sure you contact the top person at the company … if they can’t make it, perhaps they will assign their sales director or another staff person to attend.

7. Reach out to your local real estate community. Holders of the CRS® designation can take elective credit toward completion of the NAHB/IRM designation requirements for the Master CSP, CSP, CMP and MIRM designations. Real estate professionals need the continuing education, so invite them to attend your courses. 

8. Supplement your IRM and CSP courses with other educational programs. For example, a panel of experienced sales agents can talk about proven sales strategies and what works for them. Moderated panels on hot topics also attract large audiences. One of the most popular programs at my SMCs is an annual economic forecast, which is relevant to your SMC members as well as your entire HBA. Off-site community tours also are a big hit, allowing your members to tour other properties. Another option is a print media fair allowing local magazines, real estate publications, newspapers and other media outlets access to your members. Media partners can pay for this privilege and distribute materials on a table.

9. Cross-promote your educational programs with nearby HBAs and SMCs (usually 1 ½-hour drive at the most). Reach out to other HBAs and SMCs by allowing them to attend your courses. They will allow you access to their members for a share of the profits. It’s a great way to ensure larger attendance at your programs.

10. Check out NSMC resources for ideas. The SMC Toolkit, published by the National Sales and Marketing Council, includes a list of popular topics. Topics also are available online in the “Local SMC Resources” section at www.nahb.org/nsmc. NSMC staff also can provide you with great programming ideas from sessions at the International Builders’ Show and from other local SMCs across the country.

For other tips, contact Roger Fiehn at roger@rfiehn.com or Wendy Danks at wendy@batc.org.

Upcoming Conference Calls

Here is the schedule for the remaining 2007 calls. Save these dates on your calendar:

Wednesday, April 18
2:00 pm – 3:00 pm ET
Membership Mania: Planning Your Membership Campaign and Building Benefits to Keep Your Members Coming Back

Wednesday, June 20
2:00 pm – 3:00 pm ET
SMC Boot Camp: How to Organize Your Army of Volunteers and Keep Them Motivated

Wednesday, October 17
2:00 pm – 3:00 pm ET
Dollars and Sense: Great Ideas to Land Sponsors and Keep Them Happy

Wednesday, November 14
2:00 pm – 3:00 pm ET
Rookie Councils – How to Get Your New SMC Off to a Fast Start

To participate in the SMC workshop, call the following number:

Phone Number: 888-891-0496
Pass Code: 2668292

Please contact Jeff Jenkins at 800-368-5242 x8292 or jjenkins@nahb.com to RSVP.

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