NAR to Emphasize Dialogue in Member Experience Strategy. The association wants members and state and local associations to weigh in on how NAR can best deliver value to its members to help chart the organization’s future.

The National Association of REALTORS® is building a new strategy to bring the most actionable tools, resources and benefits to members.

The association is directly engaging agents, brokers and association executives to determine which NAR programs and services they find most critical to their businesses.

As part of that effort, the association emailed a survey last Wednesday [December 4th, 2024] to a diverse sample of members and association executives to gauge how valuable they find benefits like research, industry-related news, education and professional development, business-centric tools, advocacy and the REALTOR® brand.  

“The NAR of tomorrow must meet our members’ modern-day needs,” NAR CEO Nykia Wright says. “Our focus must be helping REALTORS® thrive in their day-to-day business. This survey will help guide that vision.”

Wright, who became NAR’s permanent CEO in August, recently emphasized that “redefin[ing] what member experience means by dissecting the REALTOR® journey and articulating needs for the future” is a key NAR priority.

NAR interviewed agents and brokers at every stage of their careers and conducted online and in-person focus groups to determine which tools, resources and programs matter most to members. The survey will serve as an opportunity to test those findings with a broader membership base.

In addition to enhancements already underway, including creating a best-in-class education portfolio and enhancing broker and local and state association relationships, the survey results will be used to inform improvements to the member experience in 2025 and beyond.  

NAR says the goal is not to increase membership, but rather to increase the value each individual member receives from the association.