Transcript Real Estate Marketing Reboot Innovate > Relate > Differentiate

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
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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
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Outer Circle
> Casual contacts
 Former clients
 Professional service providers
 Other agents
 Former classmates
> Establish and nurture connections to
establish referral business
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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
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Targeting Your Spheres
> Different techniques
depending on the sphere
> Opportunities to reach
multiple spheres
simultaneously:
 Social media sites
 Blogs
 E-mail
 Technology
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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
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Face to Face
 Observe body language
 Establish of trust
 Discuss in depth
 Showcase personality
 Demonstrate service
and appreciation
 Close a deal
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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
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Business to Business
 Local businesses want to reach
same customer base
 Generate referrals
 Build your own business roundtable
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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!
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Post-Transaction Marketing
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Exercise: Networking Opportunities
How do you network?
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Contact Management System (CMS)
 Organize, sort, and track
networking leads
 Customized categories help
you remember the details
 Include personal
information for future
conversation starters
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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
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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
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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
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