Founded in 1974, the Virginia Land Title Association stands as a sentinel over Virginia’s title and settlement industry. VLTA’s singular purpose is to facilitate the safe and efficient transfer of real property in Virginia. This is why the VLTA sponsors valuable education, encourages new legislation, promotes high professional standards, and creates valuable networking opportunities for its members.
In 2013, VTLA’s membership was steadily declining, a trend that continued into 2014 at an alarming rate. The organization conducted membership surveys and interviews to determine the cause, and they quickly learned that they did not have a strong membership value proposition and their online presence was outdated. After a thorough analysis, VTLA determined that quick changes were in order to offer their members what they wanted and needed most.
First, VTLA updated its website’s homepage to provide members with a better user experience. As part of the site updates, they now could track member engagement. Then, in June of 2015, VLTA signed on with Blue Sky eLearn to set up a learning management system (LMS).
VLTA turned all of their educational content into approved, for-credit, online courses for their membership, which consisted of insurance agents, real property attorneys, settlement agents, and title examiners. Additionally, they recrafted their title insurance pre-licensing class into an online course, which is required to obtain licensure in Virginia. By late October 2015, they launched the learning portal using Path LMS™.
The next step was to repackage their entire member benefits structure to allow for an “all-inclusive” purchase level. This pricing allowed member companies and their complete staff access to the online learning portal with a paid membership. They also included other value-add components, including a digital magazine and newsletter, an updated website, a career center, and multi-track events with twice as many educational opportunities.
All these improvements led to impressive improvements across the board. VLTA doubled its membership after implementing the all-inclusive pricing, revamping the website, and launching the learning portal, all within ten months.
Membership revenue increased by 34%, and combined membership and education revenue increased by 45%. With increased membership at the free events, sponsorship dollars naturally rose, which offset expenses incurred by VLTA.
What VLTA Had to Say
"Thank you for being a part of our journey. We could not have made it work without the rapid-build ability at Blue Sky eLearn. You are a cornerstone of our success and the success of our members."
- Provide stronger membership value proposition
- Update online presence
- Increase membership and engagement
- Reconfigured website homepage to provide a better user experience
- Turned educational content into for-credit online courses
- Repackaged member benefits structure to allow for the purchase of an “all-inclusive” level
- Included other value-add components such as a digital magazine and newsletter, a career center, and multi-track events
- Membership doubled after implementing the all-inclusive pricing, revamping the website, and launching the learning portal—all within 10 months
- Membership revenue increased by 34%
- Combined membership and education revenue increased by 45%