August 2018
www.reic.ca
Exploring
Opportunity
REIC News
Pursuit of Excellence Award Recipients
REIC Membership Milestones
Power it Up With the Personal Ask
Stop Marketing Like it’s 1998
...and more
INSIDE
Exchange
Real Estate Institute of Canada
Inside This Issue
Message From the President
MESSAGE Du PRÉSIDENT
Message From the IREM CAnada vp
MESSAGE DU vice-président régional
Message From the INTERIM ED & CEO
MESSAGE DE LA Directrice générale
intérimaire
REIC News
Nouvelles de L’ICI
Welcome 2018-2019 National board
of directors
8
2018 Pursuit of Excellence Awards
9
2018 Annual Conference & AGM
Conférence annuelle 2018
12
Power it up with the personal ask
Guest Article: Shannon Alter, CPM®
13
STOP MARKETING LIKE IT'S 1998
Guest Article: Warren weeks
14
REIC Launches aNIMATED cpm® VIDEO
15
REIC Member Spotlights
16
tEACHING THE PROS: RESERVE FUND
PLANNING & REPORTING
17
Where's Gareth?
REIC Corporate outreach
18
REIC Membership Milestones
Étapes des membres de l'ici
Inside This Issue
Visit Us Online
President
Winson Chan, FRI CRES
Vice President
Lindsay Carlson, FRI CRES
Secretary/Treasurer
Johnmark Roberts, FRI
INTERIM Executive Director
and CEO
Sandra De Medeiros, CAE
Editor
Britny Rodé, Marketing and
Communications Coordinator
About REIC
REIC is a provider of advanced education and
designation programs to professionals in the
real estate industry. With 8 Chapters across
Canada, we have been educating and certifying
professionals since 1955.
CONTACT US
208-5407 Eglinton Avenue West
Toronto, ON M9C 5K6
Tel: 416-695-9000 or 1-800-542-7342
Fax: 416-695-7230
www.reic.ca
infocentral@reic.com
/reicnational
Real Estate Institute of
Canada - REIC
@reicnational
www.reic.ca
REIC / ICI
visit www.reic.ca/careers
REIC Exchange, August 2018
Message From the President
MESSAGE FROM
THE PRESIDENT
Message du
PRÉSIDENT
We have had great presidents, board members and chapter leaders
over the years. Thank you for your efforts, vision and leadership.
I also owe the current National Board of Directors a tremendous
amount of gratitude for the support they have given me.
I am often asked why I remain committed to REIC after all this
time. What value do I receive? Well, the ultimate value is in you:
our members. REIC is made up of a diverse group of real estate
professionals from both the private and public sectors across
the country. Together we form a network committed to higher
educational, professional and ethical standards. Every one of us
is a valuable resource to each other, and I truly believe there is no
other organization, university alumni association, or individual
real estate board that can provide such opportunities to grow, to
learn, socialize and network together. The strength of REIC is in
our members: you and me.
Having the FRI designation has helped differentiate and elevate
my position in the corporate world. It is because of the knowledge
and networking provided at REIC that I was able to advance
from a junior Sales staff to a senior executive of the largest
condominium developers in Canada. REIC’s strength is our
#starpower members. We need to promote each other and share
our stories. People are attracted to winners – and as successful
winners, we need to promote REIC personally while celebrating
each other collectively. I encourage new members to get involved
as we need your ideas in order for REIC to remain successful.
We need volunteers like you. We need your energy, your creativity,
your commitment and your passion to build this organization up.
You can help keep us successful. We welcome all and call upon
you to join our committees and join us on the Board.
With your inspiration, we will continue to be the best association
in the country!
Winson Chan, FRI CRES
REIC National President
Au fil des ans, vous avez eu d’excellents présidents, membres du conseil
d’administration et responsables de division. Merci pour vos efforts,
votre vision et votre leadership. J’éprouve beaucoup de gratitude
envers le conseil d’administration national actuel pour son soutien.
On me demande souvent pourquoi je reste attaché à l’ICI après tout
ce temps. Qu’est-ce que j’en retire? Eh bien, sa plus grande valeur
réside en vous, nos membres. L'ICI réunit un groupe diversifié de
professionnels de l’immobilier des secteurs privé et public de partout
au pays. Ensemble, nous formons un réseau respectant les plus hautes
normes professionnelles, de formation et d'éthique. Chacun d’entre
nous représente une ressource précieuse pour les autres, et je suis
convaincu qu’aucune autre organisation, association des anciens de
l'université ou chambre immobilière n’offre autant de possibilités de
croissance, d’apprentissage, de socialisation et de réseautage. La force
de l'ICI réside dans nos membres : vous et moi.
Le titre de FRI m’a permis de me démarquer et d’évoluer dans le
monde des affaires. Les connaissances et le réseautage que m’a
procuré l'ICI m’ont permis de progresser du statut de jeune cadre à
celui de cadre supérieur pour l’un des plus importants développeurs
de condominiums au Canada. Tous les membres doivent faire leur
promotion respective et partager nos histoires. Les gens sont attirés
par les gagnants – et nous devons personnellement promouvoir
l'ICI tout en nous célébrant mutuellement. J’encourage les nouveaux
membres à s’impliquer, car nous avons besoin de vos idées pour
assurer le succès continu de l'ICI. Nous avons besoin de volontaires
comme vous. Nous avons besoin de votre énergie, votre créativité,
votre engagement et votre passion pour bâtir cette organisation.
Vous pouvez nous aider à assurer notre réussite. Vous êtes tous les
bienvenus et nous vous invitons à vous joindre à nos comités et notre
conseil d’administration.
Grâce à votre inspiration, nous continuerons d’être la meilleure
association au Canada!
Winson Chan, FRI CRES
Président national de l'ICI
I am delighted to have this opportunity to serve as
the REIC National President for the upcoming year.
I recognize that I have some big shoes to fill and,
believe me, my feet aren’t really all that big!
Je suis ravi d’avoir l’occasion d’occuper le poste de
président national de l'ICI pour la prochaine année, et
vous pouvez me croire, ce sera un défi de taille!
www.reic.ca
Message From the IREM CANADA VP
MESSAGE From
THe IREM CANADA VP
Message du vice-
PRÉSIDENT RÉGional
A big thank you to our Quebec Chapter for hosting and making
us feel at home. I think the conference highlight may have
been the city tour narrated by the entertaining duo of REIC
Members Georges Renaud, FRI(E) CPM® and Guy Belanger,
FRI where we learned many interesting details about the city.
If you didn’t attend the conference this year I encourage you
to start planning now to join us in Niagara Falls, Ontario
June 3-7, 2019.
I’ll be dropping in to visit a few more Chapters before the end of
the year, I always look forward to seeing colleagues and friends
in my travels. Please don’t hesitate to contact me if you ever
have any IREM questions, I’m more than happy to do my best
to help you.
The next major event coming up is the IREM Global Summit
taking place Sept 26-29, 2018 at The Diplomat Beach Resort in
Hollywood, Florida. Hope to see you there!
Ron Penner, CPM® CRP
IREM Canada Vice President
Un grand merci à notre division du Québec qui nous a accueillis
et a fait en sorte que nous nous sentions comme chez nous. Selon
moi, le point saillant de la conférence a été la visite de la ville, qui
était animée par le duo dynamique de membres de l'ICI Georges
Renaud, FRI(E) CPM® et Guy Bélanger, FRI, qui nous a fourni
des détails intéressants sur la ville. Si vous n’avez pas assisté à la
conférence cette année, je vous invite à planifier de vous joindre à
nous à Niagara Falls, Ontario, du 3 au 7 juin 2019.
Je visiterai d’autres divisions avant la fin de l’année, et j’ai toujours
hâte de voir des collègues et des amis lors de mes déplacements.
N’hésitez pas à communiquer avec moi si vous avez des questions au
sujet de l’IREM, c’est toujours un plaisir de vous aider.
Le prochain événement majeur est le Sommet mondial de l’IREM,
qui aura lieu du 26 au 29 septembre 2018 au Diplomat Beach Resort
de Hollywood, en Floride. J’espère vous y voir!
Ron Penner, CPM® CRP
Vice-président régional de l’IREM du Canada
I want to start off by thanking the REIC National
staff for doing a wonderful job putting on a great
conference and AGM in Montreal this year!
For those of you who attended I’m certain you’d
agree that the accommodations, food, program and
speakers were all fantastic.
Je veux commencer par remercier le personnel
national de l'ICI pour son magnifique travail
d’organisation de l’excellente conférence et assemblée
générale de Montréal de cette année! Ceux d’entre
vous qui y ont assisté conviendront certainement
que l’hébergement, la nourriture, le programme et les
conférenciers étaient fantastiques.
Study on your own schedule
www.reic.ca/homestudy
REIC Exchange, August 2018
Message from the INTERIM ED & CEO
MESSAGE FROM THE
INTERIM ED & CEO
Message dE LA
directrice générale
intérimaire
The energy and enthusiasm was felt throughout the whole event.
A big thank you to Guy Belanger, FRI who chaired the Annual
Conference Advisory Committee and to Diane Glover, CPM® for
chairing the Awards Committee. We could not have put together
such a rewarding event without our committee volunteers (pun
intended!). You will see all the award winners listed on page 8.
There are two Pursuit of Excellence Awards recipients that I must
mention: Crystal Deley, ARM® CMOC and Ron Penner, CPM®
CRP who were awarded the prestigious REIC Emeritus Award.
Crystal has been a devoted volunteer throughout her membership.
One of her achievements was bringing together the REIC Calgary
Chapter and two provincial associations to collaborate on a
successful event. She is a strong believer in the IREM property
management designations and encourages her employees at
Accredited Condominium Management to work towards them.
Ron, a past president of the REIC National Board and currently
serving as the Vice President of IREM Canada, is the epitome
of volunteerism. He dedicates countless hours to serving REIC
and IREM alike and we are both truly better for it! He makes
the volunteer atmosphere so much fun, while helping move the
industry forward. Ron also encourages his employees at Globe
General Property Management to pursue life-long learning, and
many of them hold property management designations.
As a not-for-profit organization we absolutely rely on the time
and dedication of our volunteers. In the coming months, we will
be populating the many committees that were struck at the last
board meeting. If you have not already indicated your interest in
participating, why not reach out to see where your talents can be
best utilized? I am looking forward to hearing from you!
Sandra De Medeiros, CAE
REIC National Interim Executive Director & CEO
Énergie et enthousiasme étaient au rendez-vous tout au long de
l’événement. Merci beaucoup à Guy Bélanger, FRI, qui a agi à titre de
président du comité consultatif de la conférence annuelle, ainsi qu’à
Diane Glover, CPM®, présidente du comité des récompenses. Nous
n’aurions certainement pas pu mettre sur pied un événement aussi
enrichissant sans l’appui de nos bénévoles. La liste des récipiendaires
apparaît à la page 8.
D’ailleurs, je tiens à mentionner deux récipiendaires de prix En quête
de l'excellence : Crystal Deley, ARM® CMOC, et Ron Penner, CPM®
CRP, qui ont reçu le prestigieux prix d'éméritat de l'ICI.
Crystal a toujours agi en tant que bénévole dévouée depuis son
adhésion. Elle a incité la division de Calgary et deux associations
provinciales à collaborer dans le cadre d’une activité réussie. Elle croit
fermement aux titres de gestion des biens de l’IREM et encourage
ses employés d’Accredited Condominium Management à les obtenir.
Ron, ancien président du conseil d’administration national de l'ICI
et actuel vice-président de l’IREM du Canada, est l'incarnation
même du bénévolat. Il consacre de nombreuses heures à servir l'ICI
et l’IREM, et nous lui devons beaucoup! Il contribue à une ambiance
très agréable parmi les bénévoles et aux progrès de notre secteur. Ron
encourage aussi ses employés de Globe General Property Management
à poursuivre leur formation tout au long de leur vie, et nombre d’entre
eux détiennent des titres en gestion des biens.
En tant qu’organisme à but non lucratif, nous nous appuyons totalement
sur le temps et le dévouement de nos bénévoles. Au cours des mois à
venir, nous constituerons les nombreux comités créés lors de la dernière
réunion du conseil. Si vous n’avez pas encore démontré votre intérêt à
en faire partie, pourquoi ne pas vérifier comment vos talents peuvent
être le mieux utilisés? Au plaisir de recevoir de vos nouvelles!
Sandra De Medeiros, CAE
Directrice générale intérimaire de l'ICI
My message is about volunteering and highlighting
some of our greats, starting with the Annual
Conference and AGM. It was so nice to meet new
people and spend time with our members this year!
Mon message porte sur le bénévolat et certains de nos
principaux événements, dont la conférence et assemblée
générale. C’était vraiment agréable de rencontrer de
nouvelles personnes et de passer du temps avec nos
membres cette année!
www.reic.ca
REIC NEWS
REIC NEWS
Nouvelles
de l'ICI
REIC and Canada-China Realty Professional
Association (CCRPA) Form Joint Initiative
REIC is pleased to announce a newly formed agreement with
the Canada-China Realty Professional Association (CCRPA).
25 members of the CCRPA board completed the Fellow of the
Real Estate Institute (FRI) designation program by the end of July,
officially becoming REIC members. Another 25 new FRI members
are expected to apply in the very near future. Many thanks to our
President, Winson Chan, FRI CRES for making this introduction.
REIC Upgrades to Microsoft 365
We are happy to report that all REIC National Staff and Chapter
Administrators are now using Microsoft 365. This software update
not only advances technology within our organization, it also
strengthens communication between National and our Chapters.
Using SharePoint, file sharing and storage has become much more
accessible. By storing information on the cloud, Staff and Admin
can access from a desktop computer in the office, at home or on
their smartphones! Chapters can also use SharePoint to archive
photos, documents, video and more!
REIC NATIONAL STAFF UPDATES
Please join us in congratulating Gareth Jones on his new title as
Executive Vice President, and Shelley Barfoot-O'Neill who is now
our Manager of Membership Services.
Joining the team is Christina Gyimesi, Reception and Education
Coordinator. Please add Christina to your contact lists (christina.
gyimesi@reic.com) as she is responsible for course registrations
and inquiries as well as student exam results. Vittoria Gibson is
now our Digital Media Coordinator, working with Britny Rodé in
the Marketing department.
We must also announce that Tessa Letang and Natalie Wallace,
CAE departed REIC at the end of June. We are very grateful for
all their hard work and wish them the best on all their future
endeavours.
L'ICI ET LA CANADA-CHINA REALTY PROFESSIONAL
ASSOCIATION (CCRPA) LANCENT UNE INITIATIVE
CONJOINTE
L'ICI est heureuse d’annoncer qu’une nouvelle entente a été adoptée
avec la Canada-China Realty Professional Association (CCRPA).
Vingt-cinq membres du conseil de la CCRPA avaient suivi le
programme Fellow of the Real Estate Institute (FRI) à la fin de
juillet, devenant ainsi officiellement des membres de l'ICI. Vingt-
cinq autres membres FRI devraient s’ajouter très bientôt. Un grand
merci à notre président, Winson Chan, FRI CRES d’avoir permis
que cela se réalise.
L'ICI PASSE À MICROSOFT 365
Il nous fait plaisir de souligner que tout le personnel national de
l'ICI et les administrateurs des divisions utilisent maintenant
Microsoft 365. Cette mise à jour logicielle contribue à
l'évolution technologique de notre organisation et améliore les
communications entre le bureau national et les divisions. Grâce
à SharePoint, le partage et le stockage de fichiers est maintenant
beaucoup plus accessible. Puisque l’information est conservée
dans un nuage, le personnel et les administrateurs y ont accès à
partir du bureau, de leur domicile ou sur leur téléphone intelligent!
Les divisions peuvent aussi utiliser SharePoint pour archiver des
photos, des documents, des vidéos et bien plus!
MODIFICATIONS AU PERSONNEL NATIONAL DE L'ICI
Veuillez vous joindre à moi pour féliciter Gareth Jones, nouveau
vice-président directeur, et Shelley Barfoot-O'Neill, notre nouvelle
directrice des services aux membres.
Christina Gyimesi se joint à l’équipe en tant que coordonnatrice de
l’accueil et des programmes éducatifs. Veuillez ajouter Christina
à votre liste de contacts (christina.gyimesi@reic.com) puisqu’elle
est responsable de l’inscription aux cours, des demandes de
renseignements et des résultats d’examen. Vittoria Gibson est
maintenant coordonnatrice des médias numériques et elle travaille
avec Britny Rodé au service du marketing.
Tessa Letang et Natalie Wallace, CAE ont quitté l'ICI à la fin de
juin. Nous leur sommes très reconnaissants pour leur travail et leur
souhaitons beaucoup de succès dans leurs futures entreprises.
REIC Exchange, August 2018
REIC News
MEET YOUR NEW board
REIC National
2018-2019 Board of Directors
l-r:
(top row)
Johnmark Roberts, Ken
Loeppky, Don Kottick, Steve
Kincade, Walter Lui
(bottom row)
Lindsay Carlson, Winson
Chan (President), Theresa
Salsman, Diane Glover
(not pictured) Maria Jeck
President
Winson Chan, MBA, FRI CRES CIPS
CLHMS
Vice President, Sales Development, Tridel
Toronto, ON
Vice President
Lindsay Carlson, FRI CRES
REALTOR®, NOW Real Estate Group
Sherwood Park, AB
Secretary/Treasurer
Johnmark Roberts, FRI
Broker of Record, B&B Associates Realty
Ltd., Brokerage
Toronto, ON
Past President
Don Kottick, FRI CRES
Executive Vice President, Corporate
Development, Peerage Realty Partners
Toronto, ON
Directors
Diane Glover, CPM®
Senior Property Manager, Globe Property
Management
Winnipeg, MB
Maria Jeck, CRP
Citadel Building Consultants Ltd.
Coquitlam, BC
Steve Kincade, CPM®
CEO, Kincade Property Management
Saint John, NB
Ken Loeppky, CPM®
Vice President & COO, Innovation Place
Regina, SK
Walter Lui, FRI, CPM® CRES
Broker of Record, NU Stream Realty
(Toronto) Inc., Brokerage
Toronto, ON
Theresa Salsman, CPM® ARM®
General Manager, Commercial Division
CitiGroup Properties Ltd.
Dartmouth, NS
www.reic.ca
2018 Pursuit of
Excellence Awards
Pursuit of excellence awards
Congratulations to our 2018 Pursuit of Excellence Award winners. Recipients were formally recognized at the
Awards Gala held during REIC’s Annual Conference in Montreal.
Emeritus Award
Crystal Deley, ARM® CMOC, President, Accredited
Condominium Management Services Ltd
Ron Penner, CPM® CRP - Globe Property Management
J.A. Weber Award
Yolanta Murphy, CPM® ARM® - CMHC Edmonton
Murray Bosley Sales and Leasing
Member of the Year Award
Ken Finch, FRI CPM® - Royal LePage Signature Realty
REAL ESTATE MANAGEMENT MEMBER of the Year Award
John Bowen, FRI CPM® ARP - Canderel Commercial Services
REIC FINANCE MEMBER of the Year Award
Michael LaPorte, CRP - NLD Consulting
REIC COMMUNITY SERVICES Award
Jim Burton, FRI - RE/MAX Infinity Realty Inc.
Mercedes Wong, FRI - Prompton Real Estate Services
W.P.J. McCarthy Corporate PARTNER of the Year
Award
Gateway Property Management
QUADREAL Literary Award
Barry Lebow, FRI CRF - Barry Lebow Professional Practice Inc.
QUADREAL Excellence Award
Gord Kinney, CPM® - APC Contracting
Chapter Administrator of the Year Award
Myla Bicol - REIC BC Chapter
Chapter Initiative of the Year Award
Real Estate Institute of Manitoba (REIM)
Don Hill Award - Small Chapter
Real Estate Institute of Manitoba (REIM)
Don Hill Award - Large Chapter
REIC Toronto Chapter
Chapter of the Year Award - SMALL Chapter
Real Estate Institute of Manitoba (REIM)
In addition, the REIC Calgary Chapter received the IREM
Outstanding Canadian Chapter Award.
Visit our website to see award photos: www.reic.ca/awards
REIC Exchange, August 2018
#REIC2018 ANNUAL CONFERENCE
2018 Annual
conference & AGM
IREM kicked off the event with the IREM Canada Leadership
Conference. IREM launched their rebranding campaign this
year, and with the new logo comes a new attitude. The IREM -
REIC relationship is stronger than ever and we are excited to see
where we can go together!
Day 2 of the IREM sessions was led by Shannon Alter, CPM®, a
real estate industry expert with over 25 years of experience and
a 35 million square foot portfolio. She encouraged delegates to
perfect their presentation skills in order to maximize their IREM
and REIC credentials. Her article "Power it Up with the Personal
Ask" can be found on page 12.
Keynote speaker Warren Weeks is one of Canada's most trusted
media trainers. His clients include Shopify, Manulife, Intact
Insurance, Gymshark, SickKids Foundation and many more.
His session provided a deep dive into media marketing. To learn
more, read his article "Stop Marketing Like It's 1998" on page 13.
Following the professional development and sector networking
sessions, conference delegates went off-site for a tour of the city.
The next day, we welcomed the 2018-2019 National Board of
Directors, including President Winson Chan, FRI CRES. The
conference closed with the Pursuit of Excellence Awards Gala,
where we celebrated the hard work and achievements of so many
of our Members and volunteers.
We thank everyone who attended the #REIC2018 Conference and
hope you will join us next year in Niagara Falls, June 3-7, 2019!
Real estate professionals from across North America spent three days in beautiful Montreal, QC for the
Annual Conference "Exploring Opportunity". The sights were stunning, the food was incredible and there
was so much to learn.
SILVER LEVEL SPONSORs
BRONZE LEVEL SPONSORS
Manulife
REIC BC Chapter
REIC Nova Scotia Chapter
Award category sponsors
CHAPTER SPONSORS
REIC Edmonton Chapter
REIC Toronto Chapter
Real Estate Institute of Saskatchewan (REIS)
REIC Ottawa Chapter
www.reic.ca
2018 REIC Annual Conference
10
REIC Exchange, August 2018
Conférence annuelle 2018
11
www.reic.ca
Power it Up
With the
Personal Ask
Not exactly a great marketing plug for you or
your company, is it?
If this scenario sounds all too familiar, there’s
good news. You can turn any meeting into
a marketing advantage for your company,
whether you’re leading an important client
presentation, an industry association meeting
or a board gathering. Here’s the secret: power
up your marketing with what I call the
“personal ask.”
You’re unlikely to find the phrase in the
dictionary, but “personal ask” is the term
I’ve coined to describe a targeted, personal
approach to marketing. We all know real
estate is a relationship business, right? It’s
also a business of opportunity cost. Think
about it: what are the intrinsic costs of losing
a chance to effectively market your firm or
your property?
Follow these tips for sure-fire ways to power
up your marketing.
Make it individual
Target small. You don’t need to bring out
the engraved stationery, but do consider
a personal invitation. People like to offer
their input and feel their contributions are
valuable—not have their time wasted. Survey
your colleagues and find out who you need to
include in your meetings to add value, move
the agenda forward and reach decisions. In
this day and age, a personal touch really does
count.
Harness the power of your network
Think big. It’s all about access these days.
Consult your IREM directory—it’s a great way
to not only reinforce existing connections,
but to make new ones. A call to a member
may just get you the contacts you need a little
faster. I know that I can get valuable advice on
prospective hires, corporate strategy or even
ideas for my next article by simply picking up
the phone.
Take advantage of social media
Take LinkedIn, for instance. Market research
firm Lab42 estimates that about 20 percent of
this powerhouse’s 100 million users visit the
site for its industry networking capabilities—
at all levels of management. Even more
notable, industry experts say that LinkedIn
adds a new member every second. If you’ve
tried to pitch new business lately, you know it
can be tough just getting past the gatekeepers.
Here’s my question: if you’ve got access, why
risk losing a marketing opportunity? Use it.
My former boss used to say that real estate is
a handshake type of business. It’s time to get
back to it. What’s the opportunity cost if you
don’t?
It’s a nightmare come true: Your association board meeting is a bust. Halfway through the meeting you realize
that things are definitely going downhill and your company’s shining light is diminishing by the minute. People
you thought would show up didn’t. One long-time member has managed to run away with the conversation—
again. Even worse, your boss suddenly appears more interested in his iPhone than in the topics at hand.
By Shannon Alter, CPM®
Real Estate Marketing
Shannon Alter is an expert in the management, operations and leasing of shopping centers and office buildings, with over 25 years of experience.
She is Regional Vice President for Associa, a nationwide community management company with over 180 branch offices. She is a National
Instructor for both the Institute of Real Estate Management (IREM®) and the American Management Association (AMA), as well as a Past
President of IREM Orange County.
REPRINTED FROM THE JOURNAL OF PROPERTY MANAGEMENT, VOL. 77, NO. 3, WITH PERMISSION FROM THE INSTITUTE OF REAL ESTATE
MANAGEMENT. FOR MORE INFORMATION ON IREM AND ITS PUBLICATIONS, VISIT WWW.IREM.ORG.
12
REIC Exchange, August 2018
REAL ESTATE MARKETING
Before I tossed out their direct mail, I audited what some of those
agents were doing with respect to their online presences, websites,
social media, etc. and I have to say the results were disappointing.
You’re not alone
Please understand that I’m not singling out the real estate industry.
There are plenty of industries that are still marketing like it’s 1998,
including the dental profession, healthcare in general, malls and
retail outlets, accountants, lawyers, etc. For every Taco Bell or
Oreo, which have mastered social media, there are thousands of
companies that are floundering.
It doesn’t have to be expensive
I’m not talking about making a six-figure investment in people,
platforms and strategies. But you should consider where you’re
spending marketing dollars today and whether you’re getting the
best ROI with those tactics. Consider redeploying some resources
(human and financial) toward some of these tools and measure
your ROI over the next few years.
Where to begin
•
Get a Facebook page for your company. Your audience is
already there and the platform’s targeting abilities make
it the most powerful (and cost-effective) advertising tool
around.
•
Get a Twitter account. Twitter isn’t too useful for ‘push’
marketing. But you can use it to monitor key terms that
potential customers are using in your area, network with
people and share thought leadership.
•
Get an Instagram account. Instagram is where all the
eyeballs are right now and some people in real estate are
crushing on this platform (check out Sarah Johnson in
Calgary on Instagram).
•
Get a YouTube account. Video is the future and YouTube
(along with Facebook) is the king of video. Do explainer
videos, profiles of local neighbouhoods, document the
process of running your business, etc.
•
Include the social icons on your home page and contact
us page.
Be patient and do it right
One of the most common mistakes companies make it to post a
few things on Facebook or upload a video or two to YouTube. They
get 11 views. And then, thinking they’ve failed, they quit. There
are two key points here. First, you have to embrace the concepts
of storytelling and audience engagement. No one is interested in
your self-serving news releases. But they will be interested in well-
told stories around different aspects of your business. If you don’t
have the skills in-house, hire an intern or new grad who does. Or
outsource it to a social media company. The second piece is to
be patient. With practice and persistence, you’ll get better, your
audience will grow and the ROI will climb.
Learn from the best
If you haven’t heard of a guy named Gary Vaynerchuk, this is
the time to look him up and start following him. He’s the best
social media practitioner in the world. Buy his books. Watch
his YouTube videos. Interact with him on social media. He
shares real-world tactics and he has tons of advice for real estate
professionals. Following Gary and implementing his tactics will
have a significant positive impact on your business.
Give it a shot
I hear some of you saying, ‘I’m too busy’. I get it. I run a very
busy one-person business as well. But starting in 2008, I made a
concerted effort to put my business online. Back then, it was blog
posts. Today, it’s LinkedIn posts, documenting my business on
Instagram, interacting with people on Twitter. And the difference
it has made to my business has been mind-blowing. Today, nearly
all of my leads are inbound, meaning clients are finding me online
because of that content. So please, embrace social media. Become
a practitioner. Learn from the best and stick with it. You will be
pleased with the results. I promise you.
To remain relevant, real estate professionals need to embrace and master social media. As someone who has
gone through the home selling/buying process several times over the past decade, I noticed that the majority
of real estate professionals are stuck in the stone age when it comes to marketing. Want proof? Check out my
blue box (and those of my neighbours, I’m sure). It’s filled with direct mail from area real estate agents.
By Warren Weeks
Marketing
1998
like it's
Warren Weeks sold his first newspaper to his grandmother at the age
of five, he was Wayne Gretzky's PR handler for a day in 1998, and over
the past two decades he has become one of Canada's most popular and
trusted media trainers.
13
www.reic.ca
In June, REIC launched a new promotional video for the CERTIFIED PROPERTY MANAGER® (CPM®) designation.
You can watch it on YouTube, or find it on REIC National's Facebook, Twitter and LinkedIn pages!
REIC unveiled their new promotional video at the 2018 Annual
Conference in Montreal. Its release was accompanied by a
successful digital marketing campaign that has garnered over
60,000 video views on Youtube!
The CPM is an internationally recognized property management
designation. OriginPating from the Institute of Real Estate
Management (IREM), and delivered to Canadian professionals
through REIC, the CPM demonstrates expertise and integrity to
those who matter most - employers, owners, and investors.
In the 60 second animated video, REIC reaches out to budding
property and asset management professionals of any property
type. The video outlines the many benefits of the CPM program
and the perks of becoming an REIC member. A French version is
currently being developed.
Real estate management is a growing profession in an evolving
industry, which means that its more important than ever to
distinguish yourself from the competition. With the CPM
program, REIC gives property managers the opportunity to
enhance their skills and network with peers across Canada.
You can view & share the video from our channel:
www.youtube.com/REICNational
To learn more about the CPM designation visit:
www.reic.ca/cpm
Animated
cpm® video
REIC Launches
CPM Promo VIDEO
Real estate management is a
growing profession in an evolving
industry, which means that its more
important than ever to distinguish
yourself from the competition "
wE WANT TO HEAR FROM YOU!
Have your article or interview featured in the next REIC publication!
Contact marketing@reic.com for details.
14
REIC Exchange, August 2018
MEMBER SPOTLIGHTS
MEMBER SPOTLIGHTS
We interviewed REIC Members at their latest membership milestone. They share with us some thoughts
about working in the industry, their personal lives, and advice for real estate professionals.
bARBARA mORRIS, fri cres
SRES MVA-R
Broker, Sutton West Realty Inc., Brokerage
ERNIE BUOTE, fri EPC
Broker & Co-Owner, Domus Realty
"I find that consumers have become more and more knowledgeable about
the real estate business. By taking courses at REIC, one is better prepared to
answer any questions that clients might have."
"Domus Realty promotes education and continued learning. Currently,
77% of our realtors hold the FRI designation. We LOVE what we do and we
ensure our clients know we value them."
Chapter Affiliation:
REIC Toronto Chapter
Membership Milestone:
20 years
Hobbies:
Vegan food & exercise
barbaramorrisrealtor.com
Chapter Affiliation:
REIC Nova Scotia Chapter
Membership Milestone:
10 years
Hobbies:
Cooking & downhill skiing
domusrealty.ca
Before becoming a broker, Barbara Morris
worked as a hairdresser. "A client asked me
to take a real estate course with her. I said I
would - but only if I was going to be successful.
I wanted to get to the top of the field." Barbara
has always been an entrepreneur, getting
involved in business and her local community
at a young age. She has been working in
real estate since 1990 and she still loves the
profession. Her hobby is taking care of herself
through vegan food and exercise.
"Through REIC I became more educated, and
I was able to meet other FRIs. The Institute
truly brings about camaraderie between real
estate professionals. You always have someone
to bounce a concern off of (you know, as we
knock heads together). I like that."
When it comes to giving advice, she says:
"REIC is the organization to set your sights
on as soon as you become an agent, it is an
assurance that you are giving clients the best
ethical and professional service."
Ernie started his real estate career at Domus
Realty in 1999 and is now both Broker and
co-owner of the company. Having previously
worked in the financial services sector, his
skills and knowledge made the transition to
real estate a logical progression. He became
a Fellow of the Real Estate Institute (FRI) in
2008, and he remains a strong advocate for the
program. "All Domus Realtors either have, or
are working on, their FRI designations."
His advice for young professionals, or those
just starting in real estate sales, is to "always
trust your client and their situation. Their
trust will consistently grow your business!"
In his off-time, Ernie enjoys downhill skiing
with his wife and two grown children. He also
has a passion for cooking! Some of his favourite
meals to prepare are a rack of lamb served
with roasted potatoes and root vegetables, and
Lunenburg seafood chowder.
Are you an REIC Member who wants to be featured in our next spotlight?
Please contact marketing@reic.com
#REICSTARPOWER
15
www.reic.ca
TEACHING THE PROS:
Reserve Fund Planning
and Reporting
What is Being Taught?
Currently, we are teaching the Reserve Fund Planning and
Reporting (RFPR) methodology established by Hans Moehring in
the 1990s. RFPR is currently provided in five (5) modules:
The first module presents reserve fund planning, reporting, and
management based on the performance of a corporation’s assets
in the field.
The second reviews developments’ common assets, their initial
construction and installations, their supply / distribution and
disposal systems, what to pay attention to during a site-visit, and
how to report on asset renewals.
The third module focuses on creating the active component
inventory based on the functional lifecycle renewal costing
analysis of components since construction, and over the economic
life of the development.
The fourth focuses on translating a corporation’s component
inventory physical analysis into a point-in-time benchmarked
reserve fund position, and the ceiling amount of fiscal-year based
annual regular contributions that the corporation must collect
from owners.
The fifth module takes students through the report template.
The benchmark, point-in-time, present-value-of-money standard
results are put into a projection of schedulable expenditures over
a specified horizon, in a sinking fund spreadsheet. In the fiscal-
year after the current fiscal-year, the residual amount of missed
contributions and depreciation needs is calculated, from which
scenarios are produced and incorporated into the report.
Who is Being Taught?
REIC
professionals,
appraisers,
engineers,
technologists,
lenders, shared-property stakeholders, and anyone interested in
methodically understanding the risk associated with keeping a
corporation’s common assets functional while owners gain real
estate value. Single-family home owners; townhome owners;
low to high-rise owners; phased and sectioned developments;
corporate, governmental and institutional owners etc. – all can
benefit from learning a standard method for normalizing fiscal-
year draws on owners to meet a corporation’s irregular major
repair and replacement expenditures.
What are the Learning Challenges?
Since the beginning of RFPR in the 1960s, there have been several
competing schools of thought as to what constitutes the basis,
merits, and practice of RFPR.
Some would stop analysis at current costs, excluding components
that do not have schedulable expenditures past a certain number
of years. Others extend a projection to capture some expenditures.
Some would use the Consumer Price Index (CPI) rather than
the Construction Inflation Rate (CIR), and others vary the rate
over a projection. Some omit the Interest Income Rate (IIR) on
the investments and monies in the reserve fund, others forgo the
actual income on these restricted monies.
We also see some sacrificing the benchmark and its ability to
establish a component inventory based on all the expenditures
over the economic life of the development. Others produce it, but
omit to disclose unit quantities and/or costs, or rely on design
costs rather than renewal costs, and proceed to ignore its ceiling
current requirements and ceiling allocation results.
Biases are pernicious, and the joy of teaching professionals is in
seeing "the light go on" when the RFPR methodology begins to
play itself out in their minds.
What are the Teaching Challenges?
There is inertia related to stakeholders wanting to hold on to their
perspectives. A large part of the teaching involves breaking down
unhelpful beliefs that professionals might have about managing
assets and finances.
The course material is benefiting from adapting to attendees’
needs by shifting its current focus on reading and discussion
lead by the teacher, along with some class activities, to adopting
learning methods that rely on increased use of multimedia and
interactive learning.
When it comes to continued education, what are Canadian real estate professionals being taught about
reserve fund planning and reporting? What challenges are present in both teaching and learning?
By Jean-François (J.-F.) Proulx, CRP
Teaching THE PROS
The joy of teaching professionals
is in seeing "the light go on" when
the RFPR methodology begins to
play itself out in their minds "
16
REIC Exchange, August 2018
Mastering Microsoft Excel, creating component descriptions
in Word, and producing reports that both fulfill legislative,
methodological and reporting standards – and can easily be
communicated to owners – is a challenge. A RFPR assignment is
complex and can take several months to complete. To be effective, it
must be aligned with a corporation’s critical fiscal-year budgeting
and general meeting dates.
Getting students to grasp that full disclosure is for the benefit of
all stakeholders, and that the value of a CRP designation is not
just in the product – but also in the specialized services that RFPR
practitioners bring to the table is critical.
The Future of Reserve Fund Planning and Reporting
Reason will always want to play second-fiddle to a person’s control
of the money in their pocket – unless we have standardized RFPR
that owners can buy into.
RFPR is not about making an economic choice between two
options based on prescriptive current costs. It’s about managing
the risks associated with aging asset renewals – the corporation
liability – when owners’ tenures are for less than the economic life
of a development.
Being able to compare a corporation’s reserve fund decision-
making over time and across space for several developments is the
best way to ensure that component inventories are well structured,
that resulting draws on owners are sound, and that buyers and
lenders compare lots / units on the same footing.
J.-F. has construction, engineering, finances, strata living, as well as legal experience and expertise. He has worked for contracting, engineering and
appraisal firms, and has degrees in Economics and Geography. He is also REIC faculty.
TEACHING THE PROS
Gareth R. Jones, FRI CRES ABR CRB SRS SRES
PSA RENE, Executive Vice-President, Corporate
Development encourages outreach opportunities
We are seeing a remarkable increase in the interest of real estate
practitioners in every area of our industry to up their professional
game and differentiate themselves. We also see more employers
recognizing the importance of supporting their team and
providing access to quality education and designations. It is the
perfect time to invite members into our organization and parter
with organizations and corporations.
Corporate outreach can be challenging. Finding the right decision
makers in organizations and then coordinating meetings and
follow-up conversations can take months - with much trial and
error. Sometimes, this means you need to be in the right place at
the right time.
For example, leading up to my recent Vancouver outreach
trip, I contacted dozens of senior management staff to arrange
meetings with them. I had some luck, but not as much as I had
hoped for. Luckily, at the REIC BC Chapter breakfast event,
seven of the companies that I was trying to connect with had
designated representatives at the event! That in-person interaction
was incredibly valuable, and I was able to give them packages
containing enough information to deliver to the correct person
at their office.
How Can You Help with Corporate Outreach?
In order to maximize the face-to-face time that is available, we
need to ensure that we are connecting with key decision makers
from the get-go. As a well-connected Member, or a local Chapter,
you have the ability to tap into networks that I am not privy to.
Capitalize on this advantage - and reach out to your contacts. You
may be pleasantly surprised by the results.
In the first half of 2018, I have travelled to many provinces and met
with upper management at a wide variety of institutions. We have
reached an unprecedented number of new and potential sources of
memberships, and I am thrilled by the success of the prospecting.
Above all, it is truly a pleasure to meet so many wonderful people
who share our values in the real estate industry.
Upcoming visits include Halifax: September 24th and 25th and
Montreal: October 29th to November 2nd.
I am also happy to announce that a corporate outreach plan will
be developed and communicated to the Chapters in the coming
months. In the meantime, feel free to contact me directly at
gareth@reic.com - I welcome any suggestions on ways to grow
REIC in Canada.
Where's
Gareth?
17
www.reic.ca
Membership Milestones
10 YEARS / ANS
Avi Abecassis, CPM®
Marcelle Alexander, CRU
Wanda Bone, CPM® ARM®
Michelle Brown, CPM®
Ernie Buote, FRI
Glen Canhigh, CRU
Tom Garvey, FRI
Irene Goodman, FRI
Rosa Lau, CRU
Inez Louden, FRI
Walter Lui, FRI CPM® CRES
Lisa Parsons, CRU
Joedi Pruden, FRI(E)
Johnmark Roberts, FRI
Patricia Ross, ARM® ACoM
Stephanie Spence, CRF
Elena Tchaika, CRF
Simon Yau, FRI CRES
15 YEARS / ANS
Shoshanna Anisman-Kaiser,
CPM®
Fernando Bada, CPM®
Roy Barron, CPM® CMOC
ARM®
David Blois, CPM®
Linda Capar, CLO
Richard Charlton, CPM®
Steve Osmond, CPM® ARM®
Sarah Palmer, CPM®
Lloyd Peters, FRI CRES
St. Bernard Sebastian, CRU
Newton Seto, CRF
Patricia Wilk, ARM®
20 YEARS / ANS
Richard Anda, CPM®
Alexander Astbury, FRI
Cyril Aylward, FRI CRES
Carolyn Brown, ARM®
Scott Bullerwell, ARM®
Sandra Caputo, CPM® CLO
Ronald Charbonneau, CPM®
Pam Cherington, FRI
Patrick John Cox, CPM®
CMOC CRP
Carolyn Davis Stewart, FRI
Elizabeth Doyle, FRI CRES
Diane Eggert, CPM®
Ken Eyre, CPM®
Nadine Frazer-Bate, ARM®
Dario Gattesco, FRI
Gursharan Grewal, FRI
Edgar Hillman, ARM®
Bridget Houghton, FRI
Don Hui, CRF CRP CRU
Cheryl King, FRI CRES
Bernie Krec, FRI CRES
Paul Lethbridge, FRI(A)
CRES
Caroline Ling, CPM® CRF
Ronald MacDonald, ARM®
William MacGillivray, CPM®
Michael Magathan, CRES
Anna Massara, CPM®
Christina Mielke, CPM®
Guy Monast, FRI CRES
Barbara Morris, FRI CRES
Robert Nisbett, CRES
Marianne O'Leary, CPM®
CMOC
Kam Rizvi, FRI CPM®
Allen Schacht, CPM® ARP
Catherine Schraenen, CPM®
Kevin Screpnechuk, CPM®
CRF
Joseph Shum, FRI
Tina Skinner, CPM®
Rolly Skov, CPM®
Joseph Vero, CPM® ARP
Donna Vibert, CPM®
Dan Vucenovic, CPM®
CMOC
25 YEARS / ANS
Olive Campbell, FRI CPM®
Anthony Capobianco, FRI
CRES
Angela Crowder, CPM®
Rodney Gatenby, CPM®
Richard Gray, CPM®
Peter Greco, CPM®
Joseph Ho, FRI
Stan Humphreys, CPM®
Nizar Jamal, FRI
Suzanne LeValley, CPM®
CMOC
Ken Loeppky, CPM®
Joan Lough, CPM®
Pierre Majeau, FRI
Gregory McAmmond, CPM®
CRP
Ron Penner, CPM® CRP
Louis Renaud, FRI
Bill Rinsma, CPM®
Charles Starke, CPM®
William Weissig, CPM® CLO
CRES
Stacy Wentzell, FRI
Sandro Zuliani, CPM®
30 YEARS / ANS
Robert Beland, FRI CPM®
CLP
Pierre Benoit, CPM®
A. Pierre Delisle, CPM®
Anthony Derro, CPM®
Allan Dodimead, CPM®
D. Frank Franze, FRI
Mark Glatt, CPM®
Mihkel Harilaid, CPM® CRF
Bonita Hutchins, FRI
Mary Kahn, CPM® CRP
G. Alan Kearsey, CPM®
Patrick Kelly, FRI
John Kowalski, CPM®
Odette Landymore, CPM®
Malley Margetts, CPM®
Richard Morantz, CPM®
Howard Oakey, CRF
R.K. (Bob) Palamarek, FRI
CPM®
Terrence Parnell, CPM®
Sandy Rutledge, FRI
Laurie Smith, CPM®
Bernard Van Dyke, CPM®
Dennis Villeneuve, CPM®
David Ward, CPM®
Robert Wilcock, FRI
Samuel Yu, FRI
35 YEARS / ANS
Alfonso Alfano, FRI
Pauline Aunger, FRI
Ghyslain Couture, FRI
Patricia Davies, CPM®
Peter Fodor, FRI
Andrew Gordon, FRI CPM®
Congratulations to the following members who are
celebrating membership milestones! Thanks for
being part of the REIC family!
Félicitations aux membres suivants qui célèbrent des
étapes! Merci de faire partie de la famille de l’ICI!
2018
Membership
Milestones
Étapes des
membres de
l'ICI 2018
18
REIC Exchange, August 2018
Alexander Ingram, FRI ARM®
Seaford Jack, FRI CLP
Mehbubali Kanji, FRI CMR
Elliot Katz, CPM®
Jean Lekopoy, CPM®
Bradley Pickering, FRI
Angelo Sangiorgio, FRI CPM®
Roger St-Marseille, FRI
Steven Weinrieb, CPM®
Ekkehard Zorn, FRI
40 YEARS / ANS
Bryon Brandle, FRI
Jack Chow, FRI CMR
Stephen Kwok, FRI
Steven Leistner, FRI(A) CPM®
CMOC CRU CRP ACoM
Sherri Park Waiting, FRI
Daniel Pitt, FRI CLO
Charla Ramsay, FRI CMR
Joan Smith, FRI CMR
Judith Stacee-Cleaver, FRI
Tom Town, FRI CMR
Dan Turner, FRI CMR CRES
45 YEARS / ANS
Ronald Abraham, FRI
Rodney Adam, FRI
John Lucas, CPM®
Rudy Nielsen, FRI
50+ YEARS / ANS et plus
Lawrence D'Orsay, FRI (51)
Philip White, FRI (51)
Ian Caunce, FRI CMR (52)
Georges Couillard, FRI CPM® (52)
Graham Downey, FRI CMR (52)
Kent Lyle, FRI CMR (52)
Ian Macnaughton, FRI (52)
Terry Barber, FRI CMR (55)
Ronald Klombies, FRI CMR (55)
Leonard Potechin, FRI CPM® (55)
Roy Wilson, FRI (55)
Stanford Korsch, FRI (59)
Membership Milestones
tridel.com
ONTARIO HOME BUILDER OF THE YEAR | BILD HOME BUILDER OF THE YEAR
GREEN BUILDER OF THE YEAR | PROJECT OF THE YEAR
PEOPLE’S CHOICE AWARD | BEST CUSTOMER CARE
Awarded by the Building Industry and Land Development Association.
©Tridel 2018. ®Tridel, “D” design, Tridel Built for Life, Tridel Built for Life Design, and Built Green.
Built for Life are registered Trademarks of Tridel Corporation.
Project names and logos are Trademarks of their respective owners. All rights reserved.
Building and view not to scale. Illustrations are artist’s concept only.
Prices and specifications subject to change without notice. E. &O.E. May 2018.
Symbols of our commitment
to a better way of life.
•
REIC's Career Centre is a career posting
service that offers cost-effective targeted
advertising of positions available in the real
estate industry.
•
Reach Members and other prospects
by using our online job board or email
broadcast services
Visit www.reic.ca/careers to submit or
apply for a job posting
19
www.reic.ca
REIC IS LOOKING FOR
VOLUNTEERS
Whether you are serving as a board member, participating in a committee or task force, hosting an event or
manning a trade show booth, your efforts are vital to REIC and your fellow members. If you are looking for
ways to enhance your career, network with peers, and create meaningful changes - volunteering presents
opportunities for both professional and personal growth.
If you would like to volunteer, please email Shelley at membership@reic.com for more information.
Annual Conference Committee
less than 1 year commitment
Audit Committee
1 year commitment
Awards Committee
6-8 months commitment
Future Conference &
Awards Advisory Committee
minimum 1 year commitment
Nominating Committee *
less than 1 year commitment
Bylaws & Governance Committee
minimum 1 year commitment
Designation Steering Committee
minimum 1 year commitment
FRI & CRP Designation Subcommittees
minimum 1 year commitment
Chapter Steering Committee
minimum 1 year commitment
Chapter Interviews
ongoing commitment
Professional Standards Research
as needed
*Must be past or current Chapter President