Fernandez: While we’ve always focused on offering programming of the highest quality on timely topics relevant to real estate professionals in South Florida, one of the other main benefits of attending CREW-Miami events is the networking opportunities we present. We’ve seen how they pay off in member-to-member deals and word has certainly gotten around. Additionally, more male colleagues of CREW-Miami members are hearing about the business that gets done between members, the industry intelligence they pick up, and the relationships they build—and they want in.

LeClaire: Tell me about the “Membership Matters” campaign. What do you hope to accomplish with this?

Fernandez: This year’s Membership Matters campaign will take CREW-Miami to a new level. In crafting the idea, I took a page from the TotalBank philosophy of taking a customer-centric view and letting everything else flow from it. With Membership Matters, we’re expressing the idea that without our members, the organization would not exist—and that we’re going to focus on showing how membership counts in more ways than one.

To that end, we’re launching a new platform of membership programs and benefits that boost the value of being a member of CREW-Miami. For instance, we’re creating opportunities to better bring new members into the fold and provide more no-cost members-only events like quarterly President’s Breakfasts and new and improved New Member Receptions.

At its most basic, however, Membership Matters aims to incite professionals to re-engage within the commercial real estate industry and business community, and step up to take stronger leadership roles in organizations like CREW-Miami. People want to do business with those they know and trust can get the job done. While getting a business card and following up is a step in the right direction, showing your peers how you work—through participation in committees, boards, etc.—is the most effective way to gain respect, and in turn, see the fruits of your labor pay off with more business referrals. That’s the message we’re sending with this year’s campaign.

LeClaire: Why is success in commercial real estate increasingly relationship-driven?

Fernandez: If the recession taught us anything, it taught us the importance of relationship-building. At the height of the bubble, CRE saw the rise of the “newbie”—inexperienced individuals leaping into a hot market, trying to succeed in a field that they did not really understand. Some got lucky; others saw disastrous results.

And during that boom, even many seasoned CRE professionals didn’t have to work too hard to close deals. Yet as deal flow came to a halt, professionals realized that building and tapping their contacts was the best survival tool available.

As we return to a more rational market, CRE professionals are getting back to basics and doing business with those they know can get the job done. I believe this is one of the reasons CREW-Miami has seen such strong membership numbers and event attendance through the downturn.