Top Recruitment Tips to Help Your Membership Grow
Growing the membership of NAHB is critical to continually strengthen the home building industry. Member-to-member recruitment is the most effective method, and the Home Builders Association of Raleigh-Wake County in North Carolina has stood out for its impressive growth in 2024.
The HBA has been able to boost its group by 550 new members thanks to its attention to detail and personal touch in speaking to prospective members.
"It takes two or three touches to get through to someone," said Paul Kane, the HBA's executive vice president and CEO. "It’s rare to call a stranger and get them to commit to something on the [first attempt]. But it’s different when the person who’s making that call knows that person or has a relationship with that person. It’s not a cold call anymore. Especially when that person is a builder, remodeler or developer who is the business generator for the trade partners."
According to Kane, one of their most effective methods is asking current builder members for a list of vendors, sub-contracts, and material suppliers. After cross-checking for those who are not yet members, the team helps create a letter for those they do business with to send personally, explaining the importance of joining the HBA.
Kane believes that the messaging is key. Instead of giving a simple list of reasons to join, it’s important for members to share real examples of how the Federation has benefited their business and explain why they feel it’s important that those with whom they do business are members, too.
"We’re the voice of the home building community in Raleigh-Wake County North Carolina," said Kane. "In general, everyone comes to our association for different reasons. Some want to be part of our Parade of Homes, some want the networking, some are passionate about our advocacy and our top-notch government affairs team.
"But at the end of the day, everyone comes to the association to enhance their business. That is our sole mission: to make sure we are enhancing the business of every member who joins."
Members can view more membership recruitment tips, such as how to overcome common objections, and template letters, on nahb.org.
Additionally, learn more about Spikes and the Fall Recruitment Competition, sponsored by Signature Kitchen Suite, slated to finish on Nov. 30.
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