10/24/2017

Up Close & Personal

Use personas to get to know members

Use personas to get to know members. Here’s how the National Association of Realtors (NAR) is doing it with its 1.3 million members.

How well do you know your members? Can you list their favorite sports teams, TV shows, books, or magazines? Hilary Marsh, president and chief strategist of Content Company, says getting to know your members’ habits can tell you a lot about their unmet needs.

Before she worked as a consultant, Marsh was managing director of Realtor.org, the website responsible for keeping the NAR's 1.3 million members informed daily. While the web team could identify readers’ news and information habits, NAR had a harder time understanding members as various audience groups. To get up close and personal with members, Marsh conducted an exercise in building “empathy-based personas.”

Please click here to read the complete article on Associations Now.