Real Estate Marketing Reboot Innovate > Relate > Differentiate

Report
4. Relationship
Marketing in an eWorld
Spheres of Influence
Sphere’s
Spheres
Sphere’s
Spheres
Sphere’s
Spheres
Beyond
the Circle
Outer
Circle
Sphere’s
Spheres
Sphere’s
Spheres
Inner
Circle
50
Inner Circle
 Closest network—family,
friends, past clients
 Your best sales force
 Results in “biggest bang
for your buck”
 Building on established
relationships generates
referral business
50
Outer Circle
> Casual contacts
 Former clients
 Professional service providers
 Other agents
 Former classmates
> Establish and nurture connections to
establish referral business
51
Beyond the Circle
 New and not yet referred
prospects
 Consumer outreach to
develop leads and
initiate relationships
 Beyond to your sphere’s
spheres through social
media
51
Targeting Your Spheres
> Different techniques
depending on the sphere
> Opportunities to reach
multiple spheres
simultaneously:
 Social media sites
 Blogs
 E-mail
 Technology
51
Social Media
Facebook, LinkedIn®, Twitter





Connections you wouldn’t otherwise make
24/7/365
Get acquainted before making contact
Share interests, ideas, information
Share what is going on in your life
Page 56
54
Face to Face
 Observe body language
 Establish of trust
 Discuss in depth
 Showcase personality
 Demonstrate service
and appreciation
 Close a deal
55
Agent to Agent
 Attend real estate events
outside of market
 Host convention booths
 REALTOR® Association activities
 Teach real estate courses
 Include other agents in e-mail
distribution
 Social media groups,
REBarCamps
56
Business to Business
 Local businesses want to reach
same customer base
 Generate referrals
 Build your own business roundtable
57
Post-Transaction Marketing
Marketing continues after transaction
You want buyers to remember who
helped them find their home
Best methods have a long shelf life or
provide a valuable service
Testimonials
Agents lose repeat business because
buyers never hear from them again!
57
Post-Transaction Marketing
57
Exercise: Networking Opportunities
How do you network?
60
Contact Management System (CMS)
 Organize, sort, and track
networking leads
 Customized categories help
you remember the details
 Include personal
information for future
conversation starters
60
Do Not Call
> Bans telemarketing to residential numbers on
the national Do Not Call list
> Exceptions:
 Express written permission
 Established business relationship (EBR)
> Must search the national registry every 31
days and purge numbers of registered
consumers from their call list
62
Do Not Fax
Bans
Sender
unsolicited
must
Permission
Fax
must:
comply
advertisements
withfaxed
optBe clear
and
cannot
be
outwithout
within 30
the
days
conspicuous
recipient’s
prior
Include opt-out
express
invitation
mechanism
or permission
63
CAN SPAM
E-mail must
include:
Accurate header
and subject lines
Easy opt-out
method
Legitimate return email and postal
address
CAN SPAM MSCM
Mobile service
commercial
messages
Bans delivery of
unwanted MSCM to
wireless devices or
domain names
63

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