The document provides a summary of a session at the NAR Annual conference about 10 ways to improve relationship marketing. It lists the 10 tips which include having a purpose focused on others, knowing your target personas, being a storyteller, collaborating with others in your market, giving to others, leveraging social media, using a gratitude campaign, engaging in civic marketing, asking for referrals, and being focused on the activities not just outcomes. Attendees are encouraged to download the mobile app to access session materials and provide feedback.
A user experience design project where we design a itinerary feature for the Yelp app. Retrospective available here: https://medium.com/@AdrianMhLin/yelp-across-the-world-designing-an-itinerary-feature-for-yelp-1f11cb6fc4cb#.7rtm0cvev
Review of interesting Social-Local-Mobile services, with ideas on top. Talk given at KR8V.Asia in February 2012 in Singapore, Kuala Lumpur, Jakarta and Manila.
More chairs are pruchased during the process of furnishing a home than any other design element. They must be comfortable as well as beautiful, so buy the best quality you can afford.
Facebook Groups for Real Estate ProfessionalsWest USA Realty
This document provides tips for real estate agents to grow their business using Facebook groups. It recommends that agents focus their group on a local area to build relationships and establish themselves as a trusted peer. The document suggests sharing high-value, engaging content like interviews and market trends. It also provides tips for attracting local residents, such as diversifying content, sharing personal stories, and hosting live events. Finally, it lists some top Facebook groups for real estate agents to join.
The Cumberland County Public Library & Information Center in Fayetteville, NC, has been successful in using interactive mystery plays as public programs and as staff team-building exercises.
Marketers should think like movie producers by using storytelling techniques in their work. Stories are at the heart of marketing. Following a three-act structure, building better characters, and knowing the medium are important for becoming better storytellers. Marketers should also understand what audiences want, such as access, information and entertainment. An effective strategy is taking an episodic approach where a campaign story is told over time through multiple videos and interactions, allowing for more engagement with the audience and responding to ongoing conversations.
This document provides guidance for planning a presentation by outlining key factors to consider such as the audience, purpose, location, and format. The planner should determine the audience size, whether attendance is required, preferences, and preferred visual style. The purpose could be to inform, educate, or brainstorm. Location details like room size, equipment, and lighting options need assessing. Finally, the presenter should choose a format like a speaker, kiosk, or self-running webpage.
A user experience design project where we design a itinerary feature for the Yelp app. Retrospective available here: https://medium.com/@AdrianMhLin/yelp-across-the-world-designing-an-itinerary-feature-for-yelp-1f11cb6fc4cb#.7rtm0cvev
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This document provides tips for real estate agents to grow their business using Facebook groups. It recommends that agents focus their group on a local area to build relationships and establish themselves as a trusted peer. The document suggests sharing high-value, engaging content like interviews and market trends. It also provides tips for attracting local residents, such as diversifying content, sharing personal stories, and hosting live events. Finally, it lists some top Facebook groups for real estate agents to join.
The Cumberland County Public Library & Information Center in Fayetteville, NC, has been successful in using interactive mystery plays as public programs and as staff team-building exercises.
Marketers should think like movie producers by using storytelling techniques in their work. Stories are at the heart of marketing. Following a three-act structure, building better characters, and knowing the medium are important for becoming better storytellers. Marketers should also understand what audiences want, such as access, information and entertainment. An effective strategy is taking an episodic approach where a campaign story is told over time through multiple videos and interactions, allowing for more engagement with the audience and responding to ongoing conversations.
This document provides guidance for planning a presentation by outlining key factors to consider such as the audience, purpose, location, and format. The planner should determine the audience size, whether attendance is required, preferences, and preferred visual style. The purpose could be to inform, educate, or brainstorm. Location details like room size, equipment, and lighting options need assessing. Finally, the presenter should choose a format like a speaker, kiosk, or self-running webpage.
At a time in our industry when the transactional agent is being displaced by automation, bots, and portals, it is more important than ever to double down on the one thing you can’t put in a can: relationships.
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The document provides 10 tips for building brands on Facebook. It discusses how people share authentic parts of themselves on Facebook and talks about how, what, why, and who people share with. It emphasizes telling stories over just facts and focusing content on specific target audiences. Images are highlighted as important for sparking emotions. Short, mobile-optimized posts are recommended. Consistency in branding and an iterative "art and science" approach to content creation and measurement are also advised.
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The document summarizes a presentation given by two corporate relations managers on the seven habits of highly effective corporate relations managers. The seven habits discussed were: 1) understanding the perspective of corporate partners, 2) having a genuine interest in corporate partners and their companies, 3) being prepared with a variety of communication materials tailored to corporate partners, 4) being impeccable with your word, 5) being pleasantly persistent and taking initiative, 6) being disciplined about following a fund development cycle, and 7) taking time to reflect and find new ideas. Examples were given for how each habit could be applied when managing corporate relationships.
Our mission is to provide entrepreneurs with meaningful business opportunities that allow them to capture memories.
Our culture is…
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We love challenging opportunities, problem-solving, learning, personality tests, team building activities, and pushing each other for greatness.
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The document outlines 8 steps to branding a business: 1) Define your business purpose, authority, and goals. 2) Define your target audience. 3) Create a brand name. 4) Tell a story that reflects your brand, audience, and business. 5) Create a logo and tagline. 6) Develop collateral materials like banners, apparel, and promotional items. 7) Establish an online presence through a website, social media, and content strategy. 8) Establish a consistent voice across all brand communications. The steps provide a framework to research, develop, and promote a distinctive brand identity.
The Marketing Collaboration Revolution - Working Together = Business SuccessFelena Hanson
The “new economy” has completely revolutionized how small businesses operate. Traditional marketing tactics such as print and television advertising are becoming obsolete. In order for companies to be successful they must ban together with customers, suppliers, complementary businesses, and even competitors.
Marketing collaboration can strengthen relationships, produce deeper insights, and build overall brand awareness. The success of every small business rides on its ability to enlist others to help convert ordinary customers into loyal fans and brand evangelists. Companies can dramatically cut advertising costs by letting consumers and third parties do the talking for them!
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The document outlines five keys to engaging online brand ambassadors for nonprofits. The keys are: 1) Develop an internal brand strategy, 2) Create a plan to monitor and identify passionate supporters across social media and databases, 3) Make the nonprofit's story the personal stories of supporters, 4) Equip supporters to easily share their stories about the nonprofit through their own networks, and 5) Create a recognition plan to show appreciation for supporter efforts and stories. The goal is to build a movement around the nonprofit brand through connecting the organization's work to the personal meanings and stories of supporters.
Tyler Clark presented on using social media to engage diverse audiences. He outlined three key steps: 1) Identify personas by developing profiles of target audience segments. 2) Understand where the audience spends time online and why. 3) Target social media campaigns by crafting messages and content to appeal to each persona based on what was learned. The presentation provided tips on developing in-depth personas, assessing audience habits, and planning a strategic content calendar and calls to action tailored for different groups.
This document outlines 5 ways for real estate agents to become more woven into the fabric of their local community. The 5 ways are: 1) go hard with your brand, 2) be a local leader by joining non-profit boards and local government, 3) give back through volunteering, donations, and event participation, 4) create a townie starter kit to help new residents, and 5) produce a weekly show to educate about the local town and businesses. The overall message is that being actively engaged and giving back to the community will help the community support the real estate agent's business in return.
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NAR18: 10 Ways to Up Your Relationship Marketing Game
1. While you’re
waiting…download
the mobile app!
Read speaker bios, get session handouts
and rate this session all in one place!
Search NAR Annual or point your
browser to
m.core-apps.com/narannual
2. 10 WAYS
TO UP YOUR RELATIONSHIP MARKETING GAME
Katie Clancy, CRS
Realtor/CEO The Cape House at William Raveis Real Estate
9. 6. LEVERAGE SOCIAL MEDIA. HARD.
•Be intentional and consistent
•Be where your people are
•Engage, engage, engage
10. 7. USE A GRATITUDE CAMPAIGN
Pro Tip: Execute Oct-Nov
(Save Dec for biz planning and
family)
Who What
Local businesses Physical gift
This year’s clients Handwritten Note
Team members,
manager, admin
Note and a Gift
Family Note and a Snuggle
All referral sources Note and a Call
Co-brokes and vendors
Email Postcard & FB
shoutout
11. 8. ENGAGE IN CIVIC MARKETING
(This is not your mother’s board membership.)
3 Strategies
The Giveback
The Namesake
Townie Starter Kit
2 Rules
Choose strategically
Invest
12. 9. ASK
Who do you know that is
buying or selling real
estate on Cape Cod?
15. Rate this session!
Click the session title within the “Schedule” icon
of the NAR Annual app.
Then, click the “Rate Event” button to be
brought to the session ratings page.
One lucky attendee who completes
an evaluation in the mobile app will win a
free registration to the
2019 REALTORS® Conference & Expo in San Francisco!
Hinweis der Redaktion
I started real estate under the best of circumstances: The market was hot, my 3 kids were all in school full time, my husband had a successful business, and for the first year I kept my day job with benefits.
Within 18 months of getting my license, the following happened:
I had a surprise fourth baby.
Was informed in the hospital that my health insurance was accidentally terminated.
I sold one house, and realized sales felt dirty to me.
The first bank collapsed, and then the next and the next
The housing market tanked.
The country went into a recession.
My husband’s business closed its doors.
We started to seriously struggle to pay our bills, to the point that once I accepted charity to buy groceries.
I took part-time jobs to make ends meet (everything from fitness instructor to wedding singer).
We almost lost our house. Twice.
Husband and I did the math; we couldn’t even afford a divorce.
With 4 kids from infant to teenager (and frankly, against odds) I got pregnant again
And just when I thought I could not survive one more blow, halfway through the pregnancy, and week before Christmas, we lost the baby.
In this photo from that time, any semblance of a smile you see is totally manufactured.
But like the tiny sprout that survives a wildfire, when I searched my now bare soul, one persistent belief remained:
“I will not be defined by what the world does to me, I will be defined by what I do in the world.”
[Target Time: 1:48]
Which leads me to the first and most important point: Have a why that is about others, and like Frank says “Put that sh*t on everything”
At this stage in my life and career I still had no money, just a wisp of a marriage, and a job that didn’t feel like me, but what was different was that now I had a mindset that I could lean into.
I started to look for opportunities to be a blessing to other people and found them everywhere. Not coincidentally, I started to feel better, my relationships improved and my real estate business began to grow. Fast forward and now:
I am in the top 3% of agents in my market
My marriage and kids are healthy
I love my job
My life has purpose
For Pete’s sake I’m even at my goal weight!
[Target Time: 3:04]
Know Your Personas: How many people here are familiar with the term personas as it relates to marketing? I learned about them at Hubspot, and I’ll have links with more info at the end of this talk.
Persona is to demographic as referral marketing is to transactional marketing. It’s a more personal look at the people you want to work with.
One persona of mine is “Anne & Larry”. For 15 years or so they have lived in this beautiful home, which probably used to be their summer home that they have upgraded beautifully over time. They’ve enjoyed some nice grand parenting moments there, but the house is getting too big to take care of all year, they’ve been gradually spending more and more time in Florida and are ready to move south for good, because by golly they earned it.
They are at or near retirement from sophisticated careers and they have plenty of time for golf, socializing, and scrutinizing my every move. They’re not necessarily aging gracefully and will not be taken advantage of or patronized. They want professionalism of the highest degree, a certain amount of traditional approach, but are all about staying up with the latest trends.
So even though I don’t play golf or sail, I sponsor a hole at golf tournaments and I am a member at the yacht club. With them I use the phone more than usual, and I have a VR tour of their house AND a printed high-gloss flyer.
[Target Time 5:40]
Tell a Story
“Daddy, instead of a story can you read me some branded content?”
When you tell a story that people can relate to, they see that you ‘get’ them, and a relationship is born. When they believe that you understand them, your competence and experience will be incidentally and brilliantly conveyed.
When I sit down with someone to talk about buying or selling I look for their story by using phrases like: “So tell me your story.” “How did we get here today?” “Talk to me about your happily ever after”
[Target Time 6:22]
Play Nice in the Sandbox
This is about relationships with your fellow agents.
It’s not a big cognitive leap to understand why you want to have friends outside your market area, but why develop relationships inside your market area?? Well for one, they are your sales force.
If you treat your colleagues like friends your deals will run smoother and more of them will close. People will see your name on the listing and smile!
You will get even get referred by agents inside your market area. I have both given and received referrals this way.
[Target Time 7:03]
Give: My 10-year-old complains that she never gets mail and I give her the same advice. If you want mail, you have to send mail. When you give, it triggers an impulse to reciprocate. Also, it’s the Inman way!
-With your colleagues: Just like I’m doing right now. The biggest sharers in the sales and marketing industry are some of the most successful (Gary Vee, Katie Lance, everyone on this stage, etc.) When you do get copied (because if your ideas are actually good, you will be) don’t cry about it—BE BETTER. EVOLVE.
-With your prospects: If someone just wants to know what their house is worth, don’t make them sign up for your newsletter to find out. I’m all about lead magnets but come on, you can do better than that.
-With the world: Give credit where credit is due. I did not invent relationship marketing, I was first inspired by Brian Buffini, then I went to my first Inman event, and this is where the ‘Giving’ bomb really went off for me.
[Target Time 8:25]
Leverage Social Media. Hard I don’t think I need to sell anyone here on the value of social media as it relates to relationship building. If you have a constant presence and consistent message on social, you can turn the embers of a casual acquaintance into the fire of a listing. I do it all the time.
It’s the How that makes the difference. You must be intentional and consistent. If your personas show up more on LinkedIn than Facebook, then you need to as well. And before you start asking for anything, you must give, in the form of likes, comments, and shares.
[Target Time: 9:13]
Use a Gratitude Campaign A touch campaign works to get people to think of you. But all touches and all campaigns are not created equal. On the one end you have the refrigerator magnet to your farm. This is like poking a pal. While it makes me think of you, it doesn’t necessarily inspire me to act.
A gratitude campaign on the other hand is a highly targeted, personalized delivery of genuine thanks to people who already know and love you. Continuing with the touch metaphor, it’s more like a hugs for everyone who makes it possible for you to do your business.
And what happens when you go in for that kind of a hug? They hug you back! They’re not only have you top of mind, but they’re going to be looking for opportunities to return your kindness. (Pro tip: Do this in October and November and save December for family time and biz panning)
[Target Time: 10:25]
Civic Marketing
I was first introduced to the idea of civic marketing in the book “Off the Wall Marketing Ideas” by Nancy Michaels. This goes beyond your old school time-suck volunteer board memberships, and is my most fruitful and fun referral marketing strategy, hands down. I could talk about it all day, but today I will just give you two rules and three strategies:
The rules:
Choose strategically: Who do you want to build relationships with? Find out what they care about, where they give their time and money. Be there.
However, whatever organization you get involved with, you must believe in their mission and be willing to spend time, money, and talent on it.
The Strategies:
The Giveback: Go to the leadership and/or the biggest mouth of the organization and tell them, “Not sure if you realize, but whenever I do business with someone in our organization, I give back part of my commission to the organization” Might die there, or it could get you in the monthly newsletter.
The Namesake: Get a drink or a sandwich named after you! Cape House Martini (it’s a vodka, grapefruit and mint concoction): Order one and post it on social and I give $5 to DCT. Love goes out to me, the bar, and the trust.
The Townie Bucket List: This is like VIP gift certificates. I gave my buyer client 5 envelopes to be hand-delivered to 5 biz owners in town. Biz owner opens it, gives my client the ‘thing’ I say they get (lunch for the fam, blowout for mom, cocktails, etc.). WIN WIN WIN. Client gets to know the local biz and biz owners, biz gets a new customer, and I get ALL the love.
And when it was time for the salon owner’s brother to buy and sell, who do you think got that $2M call?
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Ask
You can pray to make the bus, but you still have to run.
How:
Right now you are sitting next to someone who, if they only knew you a bit more, might be only more than happy to send business your way. Don’t leave this room without swapping cards with them.
And while we’re on the topic I want you to think about who you know who needs help buying or selling a house on Cape Cod? Come see me after this session and let’s talk!
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Be attached to the activity, not the outcome
The ROI for the micro on any one of these individual activities is hard to measure, but there’s no arguing with the macro results of someone who consistently operates from a relational perspective.
But just like everything else, it only works if you work it, every day all the time.
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The more I apply these principles, the better my business and my life get. If you want to take a deeper dive into any of these topics, cruise over to this link. And thank you!
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