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Building relationships haven’t changed much!
Recently I read a post on Seth Godin’s blog that really hit home for me as I’m out trying to teach how to be social in today’s new world of micro interactions. Below is a quote to his blog, click on it to read the full post.
“It’s still people. We still have one and only one thing that matters, and it’s people.”
There is so much today in terms of apps, social sites, I pad tools, you name it, I’m sure there is a app for that. There is one thing I know, and that is there isn’t an app that can magically make your relationships with your customer better. There isn’t a new unique listing search tool that will act like a magnet and attract customers to you! What makes your relationship with your customers better is being engaged with them. When I say being engaged with them what I really mean is adding value frequently and being relevant to what is currently going on in their life’s.
I don’t really care that you have a new listing or that you just had a great meeting with a potential buyer. How does any of that benefit me? What really matters at the end of the day is that you have been monitoring my pain and pleasure and then proactively you reach out to say “hey I care about what is going on in your life and would love to either help solve the pain you’re having or make you smile by doing something special for you.” There lies the secret sauce folks.
Believe it or not this doesn’t happen very often. NAR stat said that only 18% of Realtors ever follow up with their past clients.
My point to this post is that yes you need the cool wiz bang apps, and tools but what makes that customer Know, Like, and Trust you is how much you are involved in helping them get what they want.
Building relationships haven't changed much!
Recently I read a post on Seth Godin’s blog that really hit home for me as I’m out trying to teach how to be social in today’s new world of micro interactions. Below is a quote to his blog, click on it to read the full post.
“It’s still people. We still have one and only one thing that matters, and it’s people.”
There is so much today in terms of apps, social sites, I pad tools, you name it, I’m sure there is a app for that. There is one thing I know, and that is there isn’t an app that can magically make your relationships with your customer better. There isn’t a new unique listing search tool that will act like a magnet and attract customers to you! What makes your relationship with your customers better is being engaged with them. When I say being engaged with them what I really mean is adding value frequently and being relevant to what is currently going on in their life’s.
I don’t really care that you have a new listing or that you just had a great meeting with a potential buyer. How does any of that benefit me? What really matters at the end of the day is that you have been monitoring my pain and pleasure and then proactively you reach out to say “hey I care about what is going on in your life and would love to either help solve the pain you’re having or make you smile by doing something special for you.” There lies the secret sauce folks.
Believe it or not this doesn’t happen very often. NAR stat said that only 18% of Realtors ever follow up with their past clients.
My point to this post is that yes you need the cool wiz bang apps, and tools but what makes that customer Know, Like, and Trust you is how much you are involved in helping them get what they want.
Real Estate, Relationships, and the Digital Age.
When I was first introduced to the world of real estate in 1995, less than two percent of real estate agents used computers. It was a world based primarily on interruptive marketing to a farm of unknown individuals. Today, relationship marketing is still very much alive, but now consumers have access to an infinite amount of information and multiple channels of communication. At the same time, real estate agents have greater access and insight into their clients’ lives than ever before. When used correctly, this can be a win-win for both agents and consumers.
“Over the next 10 years, the amount of both real-time and historical information available to a single person will have increased exponentially, as will the ability of a single person to instantaneously touch – and influence – a billion people in the time it takes to read this sentence.” – Intelligent Catalyst Blog
This is a pretty profound statement, but one that is quite believable when you consider how far technology has come in the past decade. What we have today is a generation of consumers who are hyperconnected via multiple channels, exchanging information every second. They now have a voice to the masses to communicate their opinions (good, bad, or otherwise), and information is readily available anywhere via smartphones, laptops, and iPads. This phenomenon is forcing everyone in real estate to shift their thinking about how they build and maintain relationships with consumers.
Many agents are beginning to understand that the mass marketing methods of the past are being replaced by a hyperlocal, customer-centric approach. Some do this by writing a blog on something they are passionate about, building loyal followers (and potential clients) with every post. They are mastering the paperless transaction and understand that knowing how to capture digital signatures can be used as a point of differentiation. They are learning how to repurpose data and content in a way that adds value in the eyes of their clients, and they know how to use these clients’ testimonials to enhance their SEO. Their websites are dynamic resources rich with real time information that simultaneously serve as a hub to their many spokes of social media.
Agents who have made the decision to embrace new technologies understand what hyperconnectivity means to them, their clients, and their business. They’ve seen first-hand how being active on social media can add significant value to their client relationships. These agents post regular updates on Facebook, tweet valuable community information, check in to their favorite spots using foursquare, and keep their LinkedIn accounts up-to-date. They understand that having the tools and hardware that allows them to do all these things is imperative – because their clients are doing it too.
This new world of technology and social media can be intimidating, so it’s important that agents have some level of support in their offices. If you aren’t comfortable being the point person, find someone in your office who can take the lead. Simply having an agent or staff person that agents feel comfortable going to for help is really all it takes. Those early adopters will help your office improve their proficiency while adding to the overall value of your organization.
People tend to work with people they Know, Like, and Trust.
This whole idea of relationships is pretty easy if you stop and think about the people in your own world that you tend to do business with.
Ask yourself a few questions then apply it to how you conduct your business.
1. Do you tend to work with others that only reach out to you one or two times a year?
2. How does it feel to you when someone you recently worked with reaches out unexpectedly and offers up to you something of value?
3. Are there people you work with that know and care about what is going on in your life and it really feels genuine?
4. Do you find that you want to give more then you receive to those that always seem to be there for you?
5. Do you tend to work with others that only seem to reach out to you when they need something?
6. How did you feel about someone when they sent you a personalized note thanking you for being you, did you tell others about how that made you feel?
If you stop and look at all the opportunities you have to make a difference in someone else life you will be very surprised how that gesture will improve the way you perceive your life.
Can I just unplug for a day?
I was laughing the other night as I was sitting behind my drum set at the Tacoma Art Museum getting ready to quickly upload a pic to facebook when our lead singer said, “Hey Mike are you going to sound check or text all night?” It dawned on me that like many of you we forget our purpose. Instead of sitting there enjoying the fact that I’m about ready to spend 2 great hours with some great guys in my band and do something I love, I was worrying about getting a photo pushed out to the cyber world for all to see.
Social Media can suck you in at times. So often at home or at work we find we are in the head down fingers rapidly moving position and we aren’t paying attention to what is right there around us. I know many of you may be surprised that of all people I’m here writing this post.
I am recently married and I have 3 great kids and a amazing wife. I realized that time spent with them, or time spent with my friends is more important than checking into facebook, or posting just one more photo. I’m still a firm believer in Social Media as it does help us to strengthen our relationships and keep quality interaction with those we care about, but there is also a time when we need to take a deep breath and unplug.
Funny last weekend I decided to leave my phone at home for a day and not post, or check in, or look at e-mail. The world didn’t end, my friend list did not fall in numbers, and anything that happened that day was still just waiting there for me the next day.
So basically this post is to say to you, “hey it’s ok to unplug and give it a rest from time to time.” Guess what it will still be there when you get back I promise :).
Consumers aren't listening anymore, there is too much noise!
so today in the world of marketing we are completely overwhelmed with advertising in multiple mediums. I can prove this point using my son as an example.
He can see 5 commercials on TV on a given Saturday, or look at an add in his kids magazine or here a radio commercial about a toy in the car. You ask him the next day what he saw, heard, or read and what it was that they were selling. He might remember one but that is about it. Now you may be saying ,”well your son just has a bad memory!” That isn’t the case either because he will remember a conversation we had two weeks ago to a “T”. Or he will recite the words of a song that he has only heard once or twice. But in each of these cases he was engaged. That topic for what ever reason rose up over the ad noise and stuck with him. A connections was established. I would hope it because he loves music and he enjoys having conversations with his Dad 🙂
Today marketing is every where and it comes at us form all angles. It has become in a way white noise, at some point we just begin to shut it off. Below is a great quote form Seth Godin on the topic of interruptive marketing.
“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t,” (Seth Godin)
Take a look at this graph below it depicts the impact ad marketing had in the 1980’s compared to ad in 2005. I can tell you from 2005 to 2011 the numbers have gotten even smaller.
My point is this:
Focus on being a real person and connect with people by being real and being interested in them.
Establish the relationships first and the business will follow.
Consumers aren’t listening anymore, there is too much noise!
so today in the world of marketing we are completely overwhelmed with advertising in multiple mediums. I can prove this point using my son as an example.
He can see 5 commercials on TV on a given Saturday, or look at an add in his kids magazine or here a radio commercial about a toy in the car. You ask him the next day what he saw, heard, or read and what it was that they were selling. He might remember one but that is about it. Now you may be saying ,”well your son just has a bad memory!” That isn’t the case either because he will remember a conversation we had two weeks ago to a “T”. Or he will recite the words of a song that he has only heard once or twice. But in each of these cases he was engaged. That topic for what ever reason rose up over the ad noise and stuck with him. A connections was established. I would hope it because he loves music and he enjoys having conversations with his Dad 🙂
Today marketing is every where and it comes at us form all angles. It has become in a way white noise, at some point we just begin to shut it off. Below is a great quote form Seth Godin on the topic of interruptive marketing.
“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t,” (Seth Godin)
Take a look at this graph below it depicts the impact ad marketing had in the 1980’s compared to ad in 2005. I can tell you from 2005 to 2011 the numbers have gotten even smaller.
My point is this:
Focus on being a real person and connect with people by being real and being interested in them.
Establish the relationships first and the business will follow.
Social Media does not generate business, relationships generate business!
Yep you heard that correctly! I just attended an amazing Windermere Installation taught by Larry Kendall from the Group out of Fort Collins Colorado. The entire premise of the Ninja program is based around being in the FLOW, and understanding that Real Estate is a CAREER!
I’m always amazed when I talk to groups of Realtors and ask the question. “How many have a facebook page or a Linkedin page or a twitter account?” Lately almost every hand will go up. Then I ask the question, “How many people interact and engage daily on their various accounts?” Usually 75% if not more of the hands go down.
Here are some numbers that you may not be aware of.
- 1-2 days is the normal time a customer takes to pick a Realtor.
- 8-18 months is the time they take investigating the market.
- 11% of buyers used the same realtor they used previously.
- 18% of Realtors followed up with customer after closing.
- 73% Realtors are making their primary income from a source other than Real Estate
It is pretty clear that on average the typical Realtor just isn’t in the FLOW. It could be because they don’t see Real Estate as a career. This article might explain some of the problem.
Not sure about you but I’m not going to use a Doctor that is also a barrista on 4 out of the 7 days a week.
The key to being successful in Real Estate is about having knowledge in the industry, Being trustworthy, and having relationships with your customers that span far beyond the transaction. What Social Media allows you to do is to interact and engage with your customers daily, however remember that the best relationships come from genuine engagement. If all you do is re-post content and drop in from time to time without looking for the opportunities to have face to face interaction then you are wasting your time in the Social Medial world. Remember it isn’t who talks or post the most it is the person that creates value on a consistent basis. Social Media is just another channel that connects you to individuals that you are wanting to establish relationships with. Once a relationship is created then business can happen.
Would love to hear how you are successfully connecting with your client base.
Social Media isn't a popularity contest!
I read a great article yesterday by Brian Solis, Marketing executive with Altimeter. His blog post was
“The number one least asked questions in Social Media. Why?”
The points he makes in this article is the key to why we do Social Media. There are so many of us that think Social Media is a contest to see just how many likes we can get or how prestigious our friend list can become. The reality of it all however is that none of that matters. What really matters is what is at the core of this Social Media engagement. Relationships!
If you put Social Media on the side for a moment and think about how a relationship is created then you will better understand the unique opportunity that Social Media gives us if we use it the way it was meant to be used. It is not a sales tool, it is not a look how great I am tool, and it is not an all about me tool. Social Media is best used when you are giving away value. This value can be with words, video, and pictures. It is when you open up and freely share great information and let your voice come through. It is best used when you look for the unique way to connect with someone where you are able to help provide a much needed resources, or help to facilitate a positive outcome for any situation. Brian uses these words “purposeful, meaningful, and valuable” Its a tool to let you connect with like people who have common interest. If you boil all this down I would guess that it looks much like many of the great relationships you already have. The only difference is that with Social Media the engagement and interactions is now on steroids. Instead of a conversation happening weekly it can now take place 3 times a day. The micro interactions all add up to greater attention but only when that micro interactions provides a purpose, is meaningful, and gives value.
I know I’m going to look closer at how I engage and take some of what I just said to heart.
Social Media isn’t a popularity contest!
I read a great article yesterday by Brian Solis, Marketing executive with Altimeter. His blog post was
“The number one least asked questions in Social Media. Why?”
The points he makes in this article is the key to why we do Social Media. There are so many of us that think Social Media is a contest to see just how many likes we can get or how prestigious our friend list can become. The reality of it all however is that none of that matters. What really matters is what is at the core of this Social Media engagement. Relationships!
If you put Social Media on the side for a moment and think about how a relationship is created then you will better understand the unique opportunity that Social Media gives us if we use it the way it was meant to be used. It is not a sales tool, it is not a look how great I am tool, and it is not an all about me tool. Social Media is best used when you are giving away value. This value can be with words, video, and pictures. It is when you open up and freely share great information and let your voice come through. It is best used when you look for the unique way to connect with someone where you are able to help provide a much needed resources, or help to facilitate a positive outcome for any situation. Brian uses these words “purposeful, meaningful, and valuable” Its a tool to let you connect with like people who have common interest. If you boil all this down I would guess that it looks much like many of the great relationships you already have. The only difference is that with Social Media the engagement and interactions is now on steroids. Instead of a conversation happening weekly it can now take place 3 times a day. The micro interactions all add up to greater attention but only when that micro interactions provides a purpose, is meaningful, and gives value.
I know I’m going to look closer at how I engage and take some of what I just said to heart.
