Case Study: Arizona Association of Realtors


The Arizona Association of REALTORS® (AAR) represents more than 44,000 Arizona realtors who hold active real estate licenses and subscribe to a strict Code of Ethics and Standards of Practice established by the National Association of REALTORS®. In addition to providing a number of member benefits and services including risk management, education and a legislative voice, AAR is dedicated to the protection of private property rights for all Arizonans.


BIG YAM became the agency of record for AAR in 2015. At the time, the organization was also looking for a company to handle media training for its incoming team of executive leadership. BIG YAM was hired to take on the initiative.


Assist in building and strengthening communications skills and techniques of the AAR executive leadership team.


The executive leadership of AAR is made up of business professionals who service various areas of the state. This team is called upon often to represent the organization in interviews, presentations and conferences.


The Agency executed comprehensive training to prepare executives to take control and deliver the appropriate message in any interview situation: friendly or hostile; TV, radio or print/online; in person, by telephone or via video. The agency accomplished this by offering a balanced combination of presentation, demonstration, role-playing and critique techniques.


The current leadership was able to successfully handle nearly a dozen media opportunities. In addition, AAR has enlisted the BIG YAM team to continue leading media training initiatives for the organization’s executive team.