RLI Strategic Plan Overview

RLI Strategic Plan 2017-2020 | Overview

This page contains information as of 10.15.2018


The REALTORS® Land Institute, “The Voice of Land,” provides the expertise, camaraderie, and resources that are the foundation for all land real estate professionals to become the best in the business.


The REALTORS® Land Institute continually strives to maintain its status as the acknowledged leader for all matters pertaining to the land real estate profession. RLI endeavors to remain the essential membership organization for the extraordinary real estate professionals who broker, lease, sell, develop, and manage our most precious resource: the land.

RLI Strategic Plan Infographic

Strategic Priorities

  1. Membership: Grow Membership, Membership Involvement, and Value to Membership

    • Increase National Land Conference value
      • Increased attendance by 44% – record attendance at NLC18!
          • Marketing
            • Invested in doing paid targeted Facebook advertising for the first time and began using re-targeting strategies.
            • Invested in and began strategically using our new Informz email platform to do targeted drip campaigns.
            • Focused on optimizing website SEO for the conference website pages.
            • Increased promotion of NLC in all major industry publications and placed digital ads on their websites.
            • Increased focus on social media marketing.
            • Closer relationships and new marketing opportunities through NAR State and Local Associations.
            • Closer relationships with the large industry brokerages that help us promote our events.
            • Overall an increased amount of targeted promotions of the conference across all marketing channels and to larger audiences.
          • New APEX Awards Program gave applicants additional incentive to attend NLC.
          • The 60% increase in the number of NLC Partners last year served as an additional incentive for land professional to attend NLC.
          • Invested for the first time in bringing on paid speakers as an additional incentive to for land professionals to attend NLC.
          • Overall Brand Value and Perception of RLI
            • Land professionals are more tuned-in than ever before and want to be a part of everything we’ve got more than ever.
    • Investigate Awards program based on production
      • Created APEX Awards Program sponsored by The Land Report in 2018
        • Increased exposure of RLI and its top-producing members in the industry
        • Saw over $1B in land sold from 50 applicants during first year
      • 40% increase in new members and a 23% increase in overall membership
          • Invested in and strategically doing paid targeted Facebook advertising for the first time.
          • Invested in and strategically using our new email marketing platform to do targeted drip campaigns.
          • Invested in and implemented a strategic content marketing campaign that optimizes SEO and increases the number of leads being sent to our website
          • Implemented a lead capture platform on our website to capture prospects.
          • Focusing on optimizing website SEO through investing in a new staff member to help with content generation.
          • Investing in bringing on marketing interns and use of designer for Terra Firma so Marketing Manager can focus more on the higher-level marketing strategy and spend more time on marketing that has a direct ROI.
          • Increased exposure in industry magazines through partnerships and building relationships with the industry’s key players.
          • Increased focus on social media marketing.
          • Overall RLI is now offering a better brand value and a more appealing and consistently communicated brand and messaging as The Voice of Land.
          • Closer relationships and marketing through NAR State and Local Associations.
      • Implementation of new website and DOL-e database in 2016 and integration of a new Learning Management System and Event Management System in 2018 has increased the professionalism of our organization and increased the efficiency and effectiveness of staff.
      • Increased traffic to the Find A Land Consultant Search tool by 814% to over 10,000 users per year giving RLI Members more exposure to potential clients.
      • 32% increase in participation in annual Land Markets Survey through stronger relationships with NAR State and Local Associations as well as a stronger brand presence.
  2. Education: Improve Education Program and Offerings

    • Evaluate and assess all current LANDU courses and curriculum
      • Hired instructional designer to assist staff in completing review and update of LANDU Education Program.
      • Sold out 2018 LANDU Education Week — record attendance!
    • Investigated and implemented a new Learning Management System (LMS) integrated in DOL-e and created Virtual Instructor Led Training (VILT) courses that have more interaction and involvement
    • Implemented new Instructor Policies and professional development requirement. Instructors will now have 1.5 days of professional development starting in 2019 at the annual National Land Conference.
    • Investigated additional educational opportunities beyond current LANDU offerings. For example, the CCIM Ward Center – shorter courses (2-4 hours) that can be taken online or that chapter can host locally for CE credit.
      • Planned for 2019-2020.  Planning to get CE credit for these in every state we have a chapter.
    • Hosted a record-breaking LANDU Education Week in 2018 with 63% increase in course registrations sold and a 31% increase in attendees.
      • Released three newly updated courses at the event.
      • Increased investment in digital advertising and a focus on enhancing SEO.
      • Better relationships with NAR State and Local Associations as well as larger brokerages to help promote the event.
      • The RLI Texas Chapter organized networking events and sponsors for the event which served as an added incentive for land professionals to attend.
  3. Brand: Increase Brand Awareness, Management, and Equity

    • Create new logo, Visual Standards Guidelines, develop new talking points and key messaging
      • New Logo developed in 2016 and released in 2017 with updated Visual Standard Guidelines and more consistent brand messaging
    • Focus on branding ourselves as “The Voice of Land” – the “go-to” place for anything related to land real estate
      • Currently placing ads in all major industry magazines and digital ads on websites and social media.
      • Placing ads and/or articles in all major industry publications.
      • Increased focus on enhancing our SEO and creating an authoritative presence on land real estate matters.
      • Added a company Instagram channel to extend our reach and ensure top of mind brand awareness.
      • Increased focus on expanding our reach on social media.
    • Invested more heavily in broadening our messaging to include land investors/owners in addition to land professionals.
      • Currently providing relevant, timely content for each segment as part of the new content generation marketing strategy we have invested in
      • 140% increase in organic new users on our website in one year
  4. Chapter Development: Provide resources to ensure our chapters can be successful

    • Establish a Chapter Leadership Council (CLC)
      • Instituted in 2018
    • Create Chapter Leader Resources and an Orientation
      • New Chapter Model Bylaws created
      • New Chapter Leader Resource Center available on rliland.com
      • New Chapter Leader Orientation coming in 2019
    • Provide website templates for Chapters and integration into the RLI National Database
      • All RLI Chapters now have access to RLI National Database (started in 2016, completed in 2017)
      • Ten RLI Chapters now have brand new websites using the template provided by National and more are switching over.