SMCs can be an integral part in gaining and retaining members, especially in the face of our economy right now. Just ask BIA of Central Ohio's executive officer Jim Hilz and Greater Atlanta HBA's executive vice president David Ellis.

Both Hilz and Ellis face the challenge of serving his group of members during these hard times. These staff leaders have each found some help in successful SMCs, which, with some adaptations, continue to benefit their associations despite current obstacles.

David Ellis Greater Atlanta HBA

The magic resource that gives these SMCs staying power? Hilz and Ellis both agree that it is the members. "The SMC is full of vibrant and talented members who can really help the overall association," said Ellis. "Our SMC brings a tremendous amount of energy and vitality to our association."

Jim Hilz BIA of Central Ohio

"With any successful association, the members are the greatest strength," said Hilz, who adds, "our success comes from our members and the BIA staff. Our staff is always evaluating how to improve our services, serve the members and save money."

One program that both executives identified as a a big contributor to their individual association's successes is a local sales and marketing awards program. A customized local awards program has given each association a significant boost in attendance, even among association members who are not involved with the SMC.

"Our MAME [Marketing and Merchandising Excellence] awards program has really been the most effective event to draw new SMC members, and we are at 250 members and still growing," said Hilz. "We now have close to 400 BIA members attending this important awards program on a yearly basis. Every year, more and more members are challenging themselves to apply for these marketing and sales awards and be called to the stage for recognition for their hard work!"

The Greater Atlanta HBA has found similar success with its awards program, named the OBIE Awards for the obelisk-shaped statue given to winners. Held every November, the program began in 1980 and has continually grown to include more than 100 categories for members to enter. Last year, more than 40 judges from across the nation reviewed more than 600 entries, naming 200 companies and people 2007 OBIE winners.

"Our [OBIE] awards program is our best program in attracting the attention of our members," agreed Ellis. "It is a great opportunity for the SMC to show off the best work of our members."

Another benefit SMCs provide the HBA is through education. For many members, educational opportunities are especially important to get through slow times. SMCs are great outlets for members to get designations, such as Certified New Home Sales Professional (CSP), the Certified New Home Marketing Professional (CMP) or the prestigious Member, the Institute of Residential Marketing (MIRM).

Ellis' Greater Atlanta HBA is using its SMC to reiterate this importance to all its members. "We are working hard with our SMC members and with our builders to show how the education and the professional network that is offered through our SMC will give them a competitive edge in the market," said Ellis.

According to Hilz, the key for the BIA of Central Ohio has been to evolve the education programs to fit the smaller staffs of many members: "Our events and educational classes were always supported by member company employees who were not members of record." Hilz continued that "[some of] those people are no longer employed in the industry, and it has impacted our budget.... Our staff has worked very hard with our committees to identify programs and events that provide value, and we're eliminating the events that do not fit."

While there is no sure-fire way to avoid the impact of the economy, SMCs bring benefits to local HBAs that many members want and need. Adaptation is required to adjust to smaller staff and budgets, but that does not mean SMCs are any less important in providing sales and marketing professionals with the programs and events they need to continue in the building industry. Success may not appear on the same level as it does during an economic boom, but it is also not impossible during these difficult times. Just ask David Ellis and Jim Hilz.

Click here for information on SMCs and how to start one in a local association, or call NSMC at 800-368-5242 ext. 8192.

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