2018 RLI President’s Message
It is with great pride that I have taken the oath of office to become the 2018 National President of the REALTORS® Land Institute. I am honored to serve at such an exciting time in RLI’s history. As president, I look forward to continuing our momentum in building a more member-centric, value-providing organization that all members can be proud to call their own. Leadership and staff continue to work diligently towards achieving the goals set out in our 2017-2020 Strategic Plan to establish us further as “The Voice of Land.”
In line with that plan, our marketing efforts are undergoing an overhaul to better position RLI to reach the target markets it has set out to serve in the industry. Traditionally, RLI has been perceived of as an organization for farm, ranch, and timberland agents, even though our members have always also dealt in commercial, residential, and development properties. Due to this perception in the general marketplace, one of our initiatives this year is to better communicate the opportunities RLI has available for its agents in the commercial and residential land space.
Another major initiative we will be working on is to position ourselves as a resource for landowners and investors. To achieve these goals, for the first time, we will be investing in paid online advertising and powerful tools to help us better reach our target market segments and to better communicate with our members. Additionally, we will continue to build relationships with industry publications and press contacts to ensure we are increasing our exposure and presence as industry experts.
On the education front, we have completed the deep dive into our LANDU Education Program and will be working in 2018 to update our curriculum. RLI is bringing on an instructional designer to lend their expertise and work with staff, instructors, and the Education Committee as we navigate through this process. We look forward to releasing updated courses throughout the coming year — keep an eye out!
Another pillar of the strategic plan focuses on developing our RLI Chapters. Last year, we invested in bringing on another staff member to serve as a Chapter & Membership Specialist to work closely with the chapters to provide support and guidance to help make them as strong as possible. The organization also invested in providing our chapters access to RLI national’s database to better manage and recruit members. Through this initiative they also now have the ability to set-up their own RLI branded chapter website.
Additionally, leadership and staff have been working hard getting ready for our annual National Land Conference (NLC18) which will be held in my home state of Tennessee in Nashville from March 12-14. Members on the 2018 National Land Conference planning task force have been working closely with staff to ensure this year’s conference is the most valuable one yet for attendees. RLI has secured Mark Dotzour, PhD., as the Keynote speaker as well as a strong line-up of industry experts to provide valuable takeaways and expertise for attendees. Hope to see you all there!
Please also save the date to join us in Arlington, Texas, for the 2018 LANDU Education Week June 3-11 and keep an eye out for the course line-up to be announced soon! This event is a unique opportunity to complete all six courses towards the education requirement for the Accredited Land Consultant (ALC) Designation.
As a member of RLI, you make all the difference. You are the lifeblood of our organization and the power behind our prestige. Thank you for being a member and for your part in keeping the organization strong.
If you are in the land business, RLI is where you belong!
Jimmy Settle, ALC
2018 RLI National President