4. Relationship Marketing in an e-World

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4. Relationship Marketing in an e-World
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Spheres of Influence
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Inner Circle

• Closest networkfamily, 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 spheres 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 MediaFacebook, LinkedIn, Twitter

• Connections you wouldnt 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, RE Bar Camps

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Business to Business

• Local businesses want to reach same customer base
• Generate referrals
• Build your own business roundtable

Attorneys Bankers Accountants Lenders Movers Contractors Teachers Handymen Decorators Carpet cleaners
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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 unsolicited advertisements without the
recipients prior express invitation or
permission
Sender must comply with opt-out within 30 days
Permission cannot be faxed
Fax must Be clear and conspicuous Include
opt-out mechanism
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CAN SPAM

• E-mail must include
• Accurate header and subject lines
• Easy opt-out method
• Legitimate return e-mail 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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