Two SMCs Recruit Big During Membership Drive

Members of the North State BIA SMC celebrate completing MIRM classes.

New events and efforts to boost education and awards programs paid off well for two HBA sales and marketing councils in 2017 that together added 78 new members to their rosters.

The Sales and Marketing Council (SMC) of the North State (California) BIA won the NSMC Fall Membership Drive, adding 46 new members in October. The BIA counts about 520 members and the SMC has more than 180 members.

John Ralston, SMC chairman and business development director for Moxie International in Loomis, Calif., credited the return of MIRM classes and the MAME (Marketing And Merchandising Excellence) Awards with the surge in membership.

“MAME University, which helped explain the entry process, drove interest in the awards,” Ralston said. “Our members get a lot of value from the recognition and PR value of winning the awards.”

The SMC adjusted some of their categories to more closely align with The Nationals so entrants could take advantage of the entry rollover program and compete both local and nationally.

“This year was one of our highest number of entries ever,” Ralston said. “The builders see the rollover program as a huge benefit. Now they just enter once — and that entry gets into our program, Gold Nugget (held during PCBC) and The Nationals at the same time.”

The MIRM classes were a key focus too. “We re-introduced the MIRM education programs, and we market them to the membership,” Ralston said. “We encourage education and had 15 people participate in the classes this year.”

Ralston said the SMC focuses on renewing members as well. “Personal outreach by volunteers is key to our success,” he said. “There are about 50-60 people who are very involved and volunteering to make it happen. It made being chair really easy because a lot of people gave a lot.”

In addition to networking events such as a crab feast and chili cookoff, the SMC held a Sales Manager Roundtable, providing a forum for sales managers and builders to talk about how they solve specific issues in the market. The event also included a demographic overview presented by one of the SMC’s research partners and a group discussion about how to address challenges.

“Our focus at the SMC is to work hard and play hard and have fun at what we do,” he said. “People volunteer a lot of time and we recognize them and they enjoy it. We create opportunities for people to connect.”

Ohio Charges Ahead

boat

Unique events such as pontoon boat rides help attract new members to the BIA of Central Ohio SMC.

The SMC of the BIA of Central Ohio was the membership drive runner-up, recruiting 32 members to bring it to more than 140 members.

BIA Marketing & Membership Sales Director Linda Winrod said the SMC has a drive every fall to help attract new members with an Octoberfest theme.

“This event, hosted at a member’s city club on the reservoir, attracted more than 130 attendees,” Winrod said. “It’s such a cool place, with campfires, pontoon boat rides, German food and a DJ. We had giveaways throughout the evening and enjoyed the beautiful October night.

“Builders host 3-4 other events for SMC members. Recently, the SMC was ‘chilling and grilling’ at a builder’s new model home,” she said. “All the events are free for the members. For just $95, you get access to lots of free events.”

The SMC also has a monthly lunch meeting attracting an average of 50 members. “They meet about upcoming events, and a different member is profiled each month who gets to promote his or her business, and they bring in dessert.”

Winrod said that members are also attracted to the SMC because of the opportunity to meet new people and get new business through the networking opportunities. The SMC is the largest committee or council for the BIA.

Learn more about creating an SMC for your association at nahb.org/whyNSMC or contact Carlena Farrar. Read more about these SMCs under “SMC Spotlight” on NSMC’s Sales + Marketing Ideas app. Text SMIAPP to 41411 and we’ll text you back a link to download the app on iTunes or Google Play.

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