For established associations, the biggest risk isn’t competition; it’s complacency.

Many organizations rely on old habits where membership just happens naturally. But demographics shift, industries evolve, and the value proposition that worked for the previous generation often fails to resonate with the new one.

BOMA Ottawa (Building Owners and Managers Association) faced this exact turning point. As an association of commercial real estate practitioners, they realized they needed to reach beyond their core audience of building managers to attract a new wave of investors and younger professionals.

This case study explores how BOMA Ottawa partnered with Member Lounge to map a disciplined member journey and implement modern lead generation strategies.

The Challenge: Reaching the “Periphery”

BOMA Ottawa knew they had to evolve beyond their traditional base to ensure future growth.

1. The “Periphery” Problem

Dean Karakasis, Executive Director & CEO, identified a challenge in reaching those on the periphery of commercial real estate.

• While they had a strong hold on building managers, they struggled to attract investors groups whose primary function is making money, not managing buildings.
• These two groups look for different things, making a one-size-fits-all approach ineffective.

2. The Generational Shift

Like many associations, BOMA Ottawa is an aging group facing a demographic cliff.

• With the Boomer generation retiring, new people are entering the industry.
• The value of membership isn’t as obvious to this new generation as it was to their predecessors.

3. Breaking Old Habits

The organization needed to move away from the assumption that “people have always been members this way and so they’ll always be members that way”.

• They lacked a disciplined approach to finding and onboarding new members.
• They needed to shift from passive acceptance to active prospecting.

The Solution: A Disciplined Member Journey

Through strategic workshops with Member Lounge, BOMA Ottawa developed a structured approach to acquisition.

Mapping the Journey

They moved away from vague goals to objectively defining the steps of the member journey.

• The focus shifted to tracking a user from the moment they start as a prospect, showing interest, all the way through to membership.
• By defining these steps, they can now determine how successful each step is and make data-driven adjustments.

Modern Lead Magnets

To capture the attention of investors and the periphery audience, they embraced digital marketing tactics.

• They developed ideas for lead magnets and used the website to offer teasers of value.
• This allows them to capture interest early, even if the prospect isn’t ready to join immediately.

Segmented Value

They realized they must market differently to the different groups.

• They started connecting specific committee work—like the “Energy and Environment committee”—to member attraction.
• This ensures that prospects see the specific value relevant to their business goals, whether that is carbon footprint reduction or investment returns.

The Results: “A Disciplined Approach”

The partnership provided BOMA Ottawa with the clarity they needed to modernize.

✅ Strategic Clarity

The workshop generated tangible ideas to take to the Board of Directors and the executive committee for implementation.

• Membership is no longer just one department’s job; it is now a component of what every committee does.

✅ Protecting the Future

By addressing the aging demographic head-on, they are putting systems in place to protect new entrants and ensure they stay as members.

• They are now positioned to make the value obvious to the next generation of real estate professionals.

✅ Structured Growth

The biggest takeaway was moving from ad-hoc efforts to a disciplined approach of prospecting.

• They now have a clear path for converting to members, rather than hoping it happens organically.

Getting Started: Lessons from BOMA Ottawa

If your association is facing a retiring workforce or struggling to attract new member segments, take a page from BOMA Ottawa’s playbook.

Recap the core lessons

• Define the journey: Don’t guess. Objectively define every step a prospect takes before joining.
• Use lead magnets: Your website should capture interest, not just display information. Use teasers to pull people in.
• Segment your message: Investors want different things than managers. Market to them differently.

Member Lounge helped BOMA Ottawa find the discipline needed to secure their future.

If you are ready to modernize your member acquisition strategy, check out our pricing options or read more client success stories.

FAQ

How can associations attract new members from a retiring workforce? Associations must move beyond “old habits” by objectively defining a modern member journey and creating targeted value propositions that resonate with younger professionals entering the industry.

What are effective lead magnets for professional associations? Using website teasers and digital resources that address specific pain points—such as carbon footprint reduction or investment returns—can capture the interest of prospects on the periphery of an industry.

How do you market to different segments within a single association? Associations should segment their messaging to address unique goals; for example, marketing investment returns to building owners while focusing on best practices for property managers.