Anatomy of a Consumer Outreach Program

There’s Never Been More Ways To Reach Consumers … It’s Never Been Harder to Reach Them

DEFINE YOUR WHY Value of a REALTOR® Market Conditions Advocacy

DEFINE YOUR TARGET CONSUMER

DEFINE YOUR SUCCESS Campaign Awareness Site Visits/Visitors Realtor Value Survey Engagement (CTRs) Page Views Realtor Brand Lift ROI Social Sentiment Content Sharing

KEY TO SUCCESS MEMBER BUY-IN MEMBER LED

Media Relations

Media in transition More information sources Opportunities Challenges More information sources Growth of social media Fewer reporters, traditional outlets Clutter

What is news? Often driven by controversy Relevant to target audience New, timely, local developments Important, interesting, entertaining, inspirational Whatever editors and producers decide

What can you offer? Real estate naturally garners attention Have something newsworthy to say Expertise, trustworthiness Accessible, candid and honest   Story idea sharing Be a resource on a range of topics (real estate and beyond) Offer advance or embargoed info Extend briefings/ backgrounders on complex issues

How to be effective Only make information available  Effective communications Right message Right medium Right messenger Right audience Only make information available  Lost in the clutter

5 tips for spring homebuyers Consumer Insights New, interesting angles to evergreen real estate advice Polls, research Unbiased advisor voice on a range of topics Tell a story Weave in Realtor® value messages 5 tips for spring homebuyers Will homes be “sold out” by spring? 5 insider tips for buying in a seller’s market

Advocacy Information Messages that don’t work: Messages that do work: The great policy work you’re doing Why an issue is important Your policy position or opinion on an issue How your work is protecting their interests Meaningful and relevant to the target audience Consistent with wants/needs and values  Realtors® oppose suspension of FHA mortgage premium rate cut  Heads up homebuyers: Some mortgages are about to become more expensive

Data/Market Information Be the go-to source for market data Offer more than just data Analysis, context Insight into trends Advice, what is means for buyers and sellers Pending home sales index drops 1.6%, prices climb in latest report Area sees rare March home price uptick; sales down but market still tilts toward sellers

Adapt your strategy Focus on 2 or 3 initiatives Learn what works; move on if it doesn’t Be your own content provider Consumer microsite or blog Consumer facing social channels Facebook Live or YouTube videos Make use of visuals

Social Media

Content That Works INFOGRAPHICS VIDEO PHOTOS PODCASTS

Social Media Storytelling Personalize Stand Out Be Subtle, But Effective Be Consistent But Don’t Be Clichéd Push the Envelope Don’t Sell Yourself Short

Social Media Storytelling Tell Local Stories People take pride in where they’re from and support local businesses on social media and in the real world. Be Authentic The best marketers and communicators have always used storytelling to connect and inspire an audience to act. 

Social Media Storytelling Snapchat Instagram Stories Facebook Live Engagement and interaction from your followers are all that matter. Snapchat has higher engagement than any social network on the planet right now.

Don’t Be Scared to Live Tweet Tell people you are live tweeting Use hashtags and handles Promote your hashtag (and research that not in use) Be consistent Photos! End with where to find more information

Periscope Live streaming Events, promotions 30 sec is too short—30 min too long Build it into communication plan Save the video and post to YouTube

Social Media Best Practices DON’T feed the trolls DO have a plan DON’T discount the value of what you’re doing for clients and the community. DO show it off, don’t keep it a secret…have fun!

Member Engagement & Buy-in

You aren’t sending messages, you’re story telling with value, building trust and “brand” to gain eyes.

Brand building is a journey Brand building is a journey. Nail your subject lines and have a point to each and every message.

Humanize the message and make sure it’s shareable. Members: FHA Condo Financing just got easier. Click here for info. Buyers: New inventory just opened up, call your REALTOR! Sellers: It just got easier to sell your condo. Call a REALTOR.

Have ambassadors help deploy it and success stories.

Don’t be afraid to repeat important messages, but make sure they’re memorable.

The more you make the member look good in front of their clients, the more apt they’ll be to buy-in.

All this and more at: nar.realtor/ae/communication-resources

Thanks! David Greer Vice President, Media and Consumer Communications dgreer@realtors.org / @davidgreer10 Sara Wiskerchen Managing Director, Media Communications swiskerchen@realtors.org / @narmedia TJ Doyle Director of Executive and Digital Communications tdoyle@realtors.org / @narsocial Nobu Hata Director of Member Engagement nhata@realtors.org / @nobuhata