One thing we know for sure: Change is a constant.
Change within our personal lives. Change within our business
lives. Change within the organizations we engage with.
Last month Ben McGrew, CPM, who was installed as President last
October, made the difficult decision that, due to personal and business matters requiring his immediate, full-time attention, he was
stepping down from his officer role. Given the time and attention
the position requires, he recognized that he was not able to provide
the focus that was needed to lead the organization.
In accordance with our bylaws, as President-Elect, I immediately
assumed the role as President. Because our leadership team truly
does work as a team, the transition has been seamless. The initiatives that were underway are continuing so that our members can
be served well wherever they are throughout the world.
As IREM celebrates its 85th year, there’s another big change within the organization. We have a new look, a new logo, a new brand.
And, most important, a new enthusiasm for engaging the next
generation of property management professionals and serving our
members through all stages of their careers. Find out more about
our new look and fresh outlook on PAGE 12.
Our nation has also seen much change, as the article on PAGE 20
about the Fair Housing Act clearly demonstrates. The Fair Housing
Act, passed in April 1968 just weeks after the assassination of Dr.
Martin Luther King Jr., has evolved throughout its 50-year history,
and likely will continue to change to ensure equal opportunity in
housing for all.
And it’s impossible to talk about change without mentioning technology. Chatbots . . . robots . . . artificial intelligence . . . they are
part of our work environments whether we know it or not, as you’ll
learn when you read the article that starts on PAGE 6.
As President, my goal is to embrace change. To successfully guide
our organization through a changing environment. And to support
our members as they navigate through all of the changes they experience.
12/ /MAR.APR2018 IREM.ORG/JPM/ /13
The rebranding of IREM was not undertaken lightly, nor quickly. A “brand”
is not just about logos, fonts, colors or taglines. Sure, those are all major parts of a
brand. But over time, those pieces all become associated with a level of credibility, quality and satisfaction in customers’
minds—until the brand represents certain benefits, beliefs and values. A brand
is about how people “feel” and “perceive”
a product or a company. And we want
people to have an emotional connection
to IREM that resonates and keeps them
We knew this project was not one we
could do on our own, so under the leadership of 2017 IREM President Michael
Lanning, CPM, we engaged a professional marketing and advertising firm to
KICK OFF A NEW
YEAR WITH A
AND A RENEWED
AND IREM IS NO
AS IREM CELEBRATES ITS 85TH YEAR, WE DECIDED IT
WAS TIME FOR A CHANGE—and a drastic one at that. After 85 years of
progress and supporting and inspiring property and asset managers, we’re still looking
And while we are super excited about our new look, this change is not just superficial. Along with our updated logo, we also have a renewed focus and philosophy. We
know the marketplace is changing, and we must evolve to meet its challenges. That
means continuing to serve our members through all stages of their careers, as well as
helping mentor a new generation as it enters the field. Starting at the ground floor and
continuing to the highest levels, IREM helps make a career in management rewarding
and sustainable, and our new brand reflects that.
One of our main goals is to continue to attract new
talent to our industry, so that they—and we—can
continue to grow in ways we’ve never imagined.
guide us through the process. We asked for their help in differentiating IREM, with
an appealing value proposition, in a way that would help grow the businesses of our
members and position IREM as the greatest champion of the real estate management
The marketing firm dug deep into the history of IREM, reviewed a multitude of
past materials and conducted extensive research with key stakeholders and members, including one-on-one interviews and an all-member survey. All of this research, combined with their experience and expertise, resulted in the development
of our new logo, tagline and focus.
We are respecting our past and honoring the last 85 years of IREM, but we are
facing forward and moving up. Who is IREM today? We’re a vibrant, energetic and
global organization that stands out from the competition. Our members manage every
major asset class, and they do it in every corner of the world. And, just as important,
ethical management remains our cornerstone.
We know that property and real estate management is a lucrative career choice for
college students and young professionals. We see the potential they have and how they
can continue to elevate our industry. One of our main goals is to continue to attract
new talent to our industry, so that they—and we—can continue to grow in ways we’ve
We are here to serve our members, because we know the limitless impact they have
on value and on the places where people live, work and shop. Our goal is to provide
our members with the tools they need to succeed, through every stage of their careers.
Our credentials, our courses and our resources all exist with one goal in mind; to make
a difference in the careers of those who manage.
As Cheryl Ann Gray, CPM, an IREM Senior Vice President tasked with guiding
the rebranding initiative, puts it, “Rebranding, when properly executed, is much more
than a flashy logo or a catchy name. It is a serious response to changing market dynamics. There is no company or organization within the commercial real estate space
that is not faced with the challenges of those shifting dynamics. The key to their ongoing success lies in their response. Multifamily, office and retail properties are being
rebranded, in large part to remain competitive in a rapidly shifting marketplace populated increasingly by a clientele with a new suite of needs. And IREM is no different.”
We are excited to usher in the next 85 years—and beyond—for IREM. We believe
that our history starts today.
IREM: FOR THOSE WHO MANAGE TO MAKE A DIFFERENCE.
DONALD B. WILKERSON, CPM