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One secret to effective member communications is meeting members where they are, says Florida REALTORS® CEO Margy Grant, RCE, CAE, whether that’s “texts, calls, targeted emails, resources on floridarealtors.org or our social media channels.” Grant, who is newly inducted into the Dr. Almon R. (Bud) Smith, RCE, AE Leadership Society, shares more of her insights on what good communication—and especially communication during a crisis—looks like.
With the challenges our members have faced in the past year, what’s been an effective communication method for you?
My cellphone number is the worst-kept secret. Members and local association executives know I am accessible, and if I am not, I will return the call or make sure someone connects with them.
What software do you lean on to help make formal communications effective?
We use the same channels our members do; for example, we rely heavily on email and Zoom. On a governance level, we adopted the same software the National Association of REALTORS® uses for The Hub (we call it The Voice).
Several hurricanes struck Florida at the end of last year. How is Florida REALTORS® communicating with members and supporting relief and rebuilding efforts?
As of Jan. 12, the Florida REALTORS® Disaster Relief Fund had given nearly $715,000 in grant assistance to help those struggling to recover, and the REALTORS® Relief Foundation had given nearly $230,000 in grant funding for Floridians who were impacted.
Our 2024 Hurricane Resource Guide has also been a great resource, with valuable links, phone numbers and web addresses of agencies that can help association members, businesses, homeowners and renters get back on their feet. It’s located at the top of the larger Hurricane Resources section of our website, which features what associations should do before and after a hurricane and more. We also shared infographics via social media on how to use our tech helpline and legal hotline if members need assistance, as well as the state’s Disaster Unemployment Assistance program.
What’s your best advice on how to communicate both before and after a crisis, such as a natural disaster?
Probably three things: First, use technology. Following Hurricane Maria in 2017, we overhauled our application process for disaster assistance. It is 100% online, and all documents and pictures go to a Dropbox folder. It allows quick turnaround for grant checks to go out. Second, over-communicate. In a time of disaster, members will miss the first few messages, so use different media, like socials, email and even text. Finally, keep it simple. Have a one-stop place for impacted members to obtain information. A resource center on your webpage is invaluable to those struggling after a storm.
Finally, can you offer one sentence on how to be a good communicator?
Because it is so critical to meet people where they are, both by medium and tone, Peter Drucker reminds us, “The most important thing in communication is to hear what isn’t being said.” In other words, we might need to dig a little deeper to understand what our members need. State associations are a critical resource for local boards, members and staff professionals, who need the faith and confidence that we are here, not just when we are advancing one of our [state association] initiatives, but also when they need guidance in a disaster or changing market.
