How to Build Realtor Relationships That Drive Membership Sales
Real estate agents are often the first connection prospective members have to your community. They are guiding new residents through major life decisions, which makes them incredibly influential. Yet, many clubs miss the opportunity to develop intentional partnerships with these professionals.
According to Kelsi Collins, Director of Membership and Marketing at The Oaks Club, this is an opportunity that clubs should not ignore.
“They’re already doing showings. They’re already talking about your club,” Kelsi said during a recent episode of The Board Drill Podcast. “Wouldn’t you rather equip them with the right information?”
Why Realtor Partnerships Matter
Buyers are not just purchasing homes. They are searching for a lifestyle. When a club is part of that lifestyle, it becomes a natural part of the conversation. The challenge is making sure realtors know what to say.
"There was this idea that the club was a retirement community. The reality was completely different. Younger members, families, a vibrant tennis program. But the agents didn’t know that," Kelsi explained.
A single misperception can delay or derail a membership decision. Your job is to close that knowledge gap and give realtors the tools to introduce your club accurately and confidently.
A Proven Realtor Outreach Strategy
Kelsi shared her step-by-step process for engaging real estate professionals in a meaningful, manageable way:
1. Identify active listing agents weekly
Check the MLS or Zillow for new listings inside or near your club’s community. Reach out to those agents directly with a personal introduction and a digital brochure.
2. Treat agents like member prospects
Invite them for a formal tour and a hosted lunch. Walk them through the amenities and current membership offerings. Share up-to-date club demographics so they can speak knowledgeably about who belongs there.
3. Host quarterly realtor mixers
Cocktail hours, breakfasts, and open houses are all great ways to build trust. These events allow agents to ask questions, experience the service, and start seeing the club as a value-add for their clients.
4. Keep agents informed
Send a brief email update each quarter that includes any changes to pricing, initiation fees, or availability. You can also highlight upcoming events or testimonials from members who recently moved to the area.
5. Make it personal
When a new buyer moves in, reach out directly. Offer to host them for lunch or a club tour. Realtors appreciate this added service, and prospects feel welcomed before the ink on the closing documents is dry.
“Let’s humanize this,” Kelsi said. “They’re joining a club, not just buying a house. My job is to help them feel like they already belong before they even close.”
Mistakes to Avoid
Assuming agents will figure it out on their own
Most agents are not club experts. Without training or information, they may skip the topic entirely or repeat outdated details.Failing to follow up
Relationships need nurturing. One meeting will not make your club top-of-mind. Stay connected and helpful.Overcomplicating the process
Agents are busy. If your referral system is hard to use or unclear, it will be ignored. Keep your tools simple and your communication clear.
Final Thoughts
Realtors are not just a source of leads. They are relationship builders and local influencers. When clubs take the time to build genuine partnerships with these professionals, the results can be powerful and long-lasting.
The best part? Realtor engagement costs very little but can yield tremendous returns. It is not about creating a flashy program. It is about making sure the people who are already talking about your club have the right story to tell.
