CCIM Charts Future Course
Commercial real estate is a goal-oriented business. Yet as the industry
and markets evolve, organizations must evaluate their objectives and methods
for meeting those goals to ensure they function to their greatest potential.
Currently the CCIM Institute is in the midst of such an undertaking. A group of
CCIM leaders is assessing the institute's mission, vision, strategies, and
objectives as well as our operational processes and procedures as part of the
organization's ongoing strategic planning cycle. I'd like to share a few of the
goals and outcomes we expect to achieve through this process - and what it
means for institute members.
A question that often comes up when organizations
conduct strategic planning is: How do you measure success? With that question
in mind, we set out to create defined performance measures for many of the
institute's key services and programs. Three areas that provide unique insight into
our future direction include international initiatives, chapter/local entity
programs, and governance procedures.
The institute's international membership has exploded in recent years -
currently there are approximately 876 international members in 33 countries. We
have moved quickly to offer our highly sought-after educational offerings and
chapter programs in these burgeoning markets. Now it is time to increase
efforts to review and refine our future international expansion plans,
including membership growth and retention, the number and types of course
offerings, global brand recognition, profitability of these initiatives, and
the networking opportunities available. While the potential for growth is
great, the institute also is focused on remaining mindful of implementation
costs while maximizing member benefits going forward.
Local and regional chapter development also is an important focus of the
strategic plan. Evaluating local entities' operational functions such as
leadership development, chapter administration, size, member participation, and
finances is part of the equation. However, it also is critical to assess and
measure the chapters' various products and services, such as educational
offerings, networking opportunities, training tools, marketing programs, and
alliances with local professional groups.
The institute also is devoting attention to organizing and revising its
governance structure, including bylaws, policies, handbooks, and Internet-based
information. The process is helping to identify procedural and management gaps
and overlaps, as well as assisting the institute in transforming policies into
practice. The outcome will be more efficient and effective operations for all
institute programs and initiatives.
Strategic planning is vital to helping organizations provide the best
possible products and services to their clients, customers, and members. The
institute is committed to continually evaluating and measuring our programs to
ensure that we deliver the highest-caliber education and benefits possible to
our members worldwide.