The National Sales and Marketing Council's Membership and Local Councils Committee hosted its final call-in workshop of 2007 titled "Keep Your SMC Going Strong in a Challenging Market." The Triangle Sales and Marketing Council in Raleigh, N.C., one of the largest SMCs, shared its secrets of success. 

Moderators Andy Ladner of the HBA of Raleigh & Wake County and Mary Ellen Heathcote of Coldwell Banker Howard Perry Walston, both of Raleigh, N.C., offered the following 10 suggestions.

1. Change the perception of your Sales and Marketing Council as an exclusive club. Some HBA members might consider your SMC a clique; instead, create an attitude of inclusiveness where everyone is welcome to participate.
   
   
2. Step out of your comfort zone and host events that might seem “outside the box.” Events such as sumo wrestling or “Battle of the Builders,” various competitions pitting builders from within your HBA, will surely draw laughs. Pay attention to current pop phenomenon or TV programs (i.e., “Dancing With the Stars”); they will attract a large crowd. These events are a nice change of pace from the same dull monthly meetings.
   
   
3. Get your builder members involved. Want to make your associate members happy and grow your SMC? Get builders involved … they’re the key. Consequently, make builders your talent at your fun events like “Dancing With the Stars – Builder Edition.”  If your biggest builders show up, everyone will come.
   
   
4. Brand your fun events and activities as sponsored by the HBA, not the SMC. It’s not necessary to brand your event that way. Hold your event and tell them about your SMC once they show up; they will get the picture. Hosting an HBA-wide event might attract a larger audience, thereby increasing the pool of potential members for your SMC.
   
   
5. Make sure your SMC/HBA events gets publicity before, during and after the event. Call your local newspaper, TV and radio stations and other media outlets to inform them about your event, even if it is light-hearted, and invite them to attend. If they can’t make it to your event, post-event coverage is still great and could help you build more excitement about your next event. Keep the momentum going from event to event.
   
   
6. Use current technology to spread the word about your events. Create a MySpace account and post photos of your events. Give your members the link and steer them to the site. If they were unable to attend your event, the photos will show them what they missed; they’ll be kicking themselves and will make a point to be there next time.
   
   
7. Get your members to volunteer at any level they feel comfortable. Sometimes, members simply can’t make to a monthly meeting. However, make them part of your “SMC Reserves” and have them volunteer to pitch in at select events. They will feel good about participating and might become more active down the road.
   
   
8. Don’t be afraid to take risks and “think big.” If you want to land a big-name speaker or celebrity at an event (i.e., Oliver North), go for it.  If your SMC budget doesn’t allow it, try to find sponsors to help fund your event. The publicity from a high-profile speaker will be great PR for your HBA and SMC and will generate lots of buzz that will last months after your event is over.
   
   
9. Try to put a realistic but positive spin, when possible. Don’t buy into the gloom and doom mindset. When hosting events, find speakers who have something positive to say. Get them to share their successes, which will help motivate your HBA/SMC members in a challenging market. Consequently, if home sales are down in your area, the SMC can work with the HBA on a Buy Now! Campaign or consumer awareness initiative that emphasizes opportunities for home buyers, not just the challenges builders and other housing professionals might be facing.
   
   
10. Consider starting a Foundation Club for your HBA. This will give you leverage to personalize sponsorships for the companies who consistently support your HBA/SMC. This will allow you to ask for their support once a year, instead of constantly going back to your sponsors. Play up the value of their contribution and constantly reinforce it with your Foundation Club sponsors.

If you have additional questions, please contact Andy Ladner at 919-233-2033 or aladner04@hbawake.com.

Stay tuned for more details about upcoming SMC call-in workshops! Contact Jeff Jenkins via e-mail or call 800-368-5242 x8292. [ return to top ]