by David Chapman
Staff Writer
Foreclosures are up and home sales are down yet one area organization intricately involved in the real estate industry was recently crowned No. 1 in the nation for the second time in three years.
The Sales and Marketing Council, the marketing arm of the Northeast Florida Builders Association, earned the distinction as the top council in the country with more than 500 members at the recent International Builders Show in Orlando.
Founded in 1986, NEFBA’s Sales and Marketing Council offers its members – realtors, builders, developers, lenders and sales and marketing professionals – networking and real estate-based educational opportunities.
“This business is still about relationships,” said Alayna Oram, 2008 SMC chair and group account director for Burdette Ketchum. “SMC helps bring all these industry members together and offers them many things. Networking is one of the most vital and helps build those relationships.”
The organization is defying the downward housing trend and has actually increased its presence and numbers since the hard times began late in 2005.
“It’s kind of funny,” said Oram. “Our organization has actually gotten larger and stronger as the market has gone down.”
Such a showing isn’t a coincidence said Steve Williams, SMC Immediate Past Chair and president of Edgewater Companies. Instead, it shows how area industry members are taking the steps necessary to maintain their current business and succeed where others aren’t.
“We have a lot of synergy here,” said Williams, a 15-year SMC member. “Everyone is enthusiastic and finds a way to keep things up.”
That synergy is on display the second Friday of every month at the SMC Breakfast Programs at the University of North Florida. There, several hundred members have breakfast, talk shop, hear about industry news, congratulate monthly sales leaders and hear from different speakers on topics involving the real estate and building industry.
For members, it might be a monthly commitment, but behind the scenes SMC Director Amanda Randolph works to keep the organization above the competition in cities like Tampa, Raleigh, and Riverside, Calif. All three were in the running for the top council in the country with 500 members.
“It is a great accomplishment,” said Randolph, the only full-time staff member of the organization. “For the members, I think the distinction adds value to what they’re doing and it gets them excited to be a part of something successful.”
For Randolph, each day is filled with the recruitment of new members, organization of networking mixers and events, scheduling of continuing education classes and keeping the board and members informed of the latest happenings.
She’s especially proud of the education opportunities offered, as it’s one of the most comprehensive collections in the country.
“A lot of people were surprised at all the different classes we offered when I told them (at the national meeting),” said Randolph. “I didn’t realize we were one of the only ones who offered everything.”
Though she is the only full-time staffer for SMC, the organization has 22 committees with chairs from various industry leaders who organize and assist Randolph. Committees include networking events, awards, charitable, and fair housing and other industry related activities.
The scrapbook committee, chaired by Randolph, creates a year-long scrapbook and is potentially the most important committee in terms of getting the group’s name out.
Done nationally by SMCs, this tell-all picture display includes scenes and descriptions of everything each SMC has done for the year and is judged by National Sales and Marketing Council officials. Winners are chosen for outstanding organization, program, education, community involvement, promotion and member development.
“It’s a year-round affair around here,” said Randolph.
Keeping member numbers up during the down market and maintaining its lofty perch as No. 1 may be daunting, but it’s not impossible, said Randolph. It’s just going to take work.
“Yeah, there is some additional pressure and people ask ‘Can you do it again?’” said Randolph. “But, going back-to-back isn’t impossible and with the hard work we do here, we should be right back in the mix.”