CERTIFICATIONS SELL

Your education and certification are key marketing advantages to tout with your clients or your employer.

By Andrew Hay, CAMEx, CCAM-ND.PM

Managers and management companies invest countless hours into professional development and having a certification behind those hours gives them a leg up on the competition. Whether it’s marketing your company or yourself as an individual, certification can go a long way toward influencing a “buy” decision of a prospective employer or client.

While the laws that govern our clients are uniform, the management philosophies of companies vary greatly, and the main way the industry ensures continuity and consistency is through the certification courses that CACM has to offer. Having a CCAM, CAFM, MCAM, specialty certificate, or ACMC helps both clients and employers know you have a solid foundation and understanding of key concepts that help you successfully manage.

As a manager, it is important to know that there are companies that pay for their employees (both time to attend and cost of the course) to attend the required certification courses. Before choosing your next employer, ask those companies you interview with if they cover the cost of certification courses as it will tell you a little bit more about how much they invest in their employees and how much they value your professional development.

Another indicator of a company who values professional development, look for a company that has achieved an ACMC certification. One requirement to achieve an ACMC certification is that 75% or more of the company’s managers must have obtained or be working to obtain a CCAM or CAFM certification. ACMC-certified companies also go through a rigorous independent audit process to ensure appropriate internal controls are in place, which protect both their employees and clients.

MARKETING YOURSELF

After you achieve your certification, it is important to know your worth. Many clients request managers with CCAM certifications as part of their RFP process, so make sure you market yourself to prospective employers by highlighting both the certification and the courses you’ve taken to achieve that. Specialty certificates are also a great way for individual managers to identify specific areas of interest or expertise.

Whether it is portfolio management, high rise, large scale, or new developments, attending the courses and obtaining these certifications will help you identify and hone your skills as a manager as you build a career in this industry. This also shows employers your dedication to the craft and a specific area within the industry. These courses allow you to get a glimpse into certain specialties before you make the leap into a job that you may find doesn’t fit your management style or work life balance goals.

MARKETING YOUR MANAGEMENT COMPANY

Companies can use specialty certificates achieved by managers to show a dedication to development of their personnel specifically catered to the client base. The majority of managers attending the advanced courses needed for these certificates also contribute to the courses by sharing their experiences with the group. This is particularly invaluable to managers who work directly for associations who may not have the same day to day networking options as someone who works in an office surrounded by many other managers.

For management companies, how would you like to reach a target audience of 24 million people? Did you know that when CACM issues a press release about a company achieving an ACMC it is picked up by an average of 24+ million viewers? The same goes for each new MCAM certification. As the client base becomes more and more attuned to just how difficult it is to navigate HOAs, they increase the value on certifications to ensure the company they are hiring knows the laws and rules that regulate our industry.

If you are not doing so already, consider the marketing potential of being able to say you are in the top 2% of management companies in the state who have achieved an ACMC accreditation. Most importantly, CACM is California-specific and now has courses approved through the DRE (Department of Real Estate). Whether you’re a large or small company, the statespecific curriculum is invaluable. Continuing education courses for experienced managers also allow them to hone their skills and learn from their industry peers.

Obtaining and maintaining certifications specific to the industry and the state create benefits and opportunities far beyond what even the specific courses provide. They strengthen the position and marketing capabilities of individuals and the companies they work for while reinforcing a commitment to the industry and the career of community association management.

Andrew Hay, CAMEx, CCAM-ND.PM is Vice President, Management Division of The Helsing Group, Inc.