When Broward, Palm Beaches & St. Lucie Realtors® sat down to establish its goals for 2023, common initiatives emerged surrounding the essential role of a Realtor® to ensure consumers receive personal, local resources and trusted advisors during the home buying and selling process. Our top three initiatives will not only position our members to navigate the changing market conditions but allow them to thrive and prosper in the new environment.
In 2022, the association successfully launched its first consumer ad campaign “Only a Realtor®” to educate and guide consumers on the unique and essential differentiators our membership can offer to not just transact real estate but show they are invested in their client’s well-being. Last year’s campaign proved successful reaching over 46 million impressions with 15 million video plays, being seen on major networks like HGTV and Bravo, connected TV apps like Hulu and paid social media ads. This year, Broward, Palm Beaches & St. Lucie Realtors® are expanding the campaign to focus on an important segment of our community — empty nesters. The association is looking forward to launching the new campaign this year, amplifying the association’s movement to ensure people understand the essential role of a Realtor®.
Another priority for Broward, Palm Beaches & St Lucie Realtors® is to continue to evaluate the changing landscape and make strategic decisions to position our 41,000 members to best represent their clients. This initiative has already taken flight through the data share between the association’s BeachesMLS and the two largest Multiple Listing Services in the nation, Bright MLS and California Regional MLS (CRMLS).
This initiative is driven by a large number of consumers migrating to South Florida every day. There has always been a long history of mid-Atlantic consumers buying property in the area, but we are now experiencing a record number of Californians relocating as well. The data share between these MLSs covers the geographic service area for consumers moving to South Florida, and it will remove barriers for our collective members to better serve the community consistently and seamlessly in a knowledgeable, collaborative manner.
Additionally, the association partnered with REdistribute, putting the power of the MLS data back in the hands of the owners, allowing brokers to regain control over their data rights and profit from the income. REdistribute aims to simplify licensing of MLS data to ensure brokers are compensated at fair market value for their data. This partnership answers our members’ concerns to ensure their businesses continue to thrive in today’s fast-changing real estate environment.
Broward, Palm Beaches & St. Lucie Realtors® continue to put education at the forefront for its membership as a key component and foundational element. With the rapidly evolving real estate environment, it’s important to provide members with educational courses that speak to today’s real estate climate.
Broward, Palm Beaches & St. Lucie Realtors® own and operate its own real estate school within the organization so we can write course curriculum that are specific to current market conditions. The course content is continuously updated to match the changing environment with thousands of courses offered annually, 82% being free to members.
Broward, Palm Beaches & St. Lucie Realtors® have a lot to be excited about this year and look forward to the continued opportunities to serve our community where we live, work and play.
Dionna Hall is CEO of Broward, Palm Beaches & St. Lucie REALTORS®.