4. Relationship Marketing in an e-World

Spheres of Influence 50 Sphere’s Spheres Sphere’s Spheres

Inner Circle 50 Closest network—family, friends, past clients Your best sales force Results in “biggest bang for your buck” Building on established relationships generates referral business 50

Outer Circle 51 Casual contacts Former clients Professional service providers Other agents Former classmates Establish and nurture connections to establish referral business 51

Beyond the Circle 51 New and not yet referred prospects Consumer outreach to develop leads and initiate relationships Beyond to your sphere’s spheres through social media 51

Targeting Your Spheres Different techniques depending on the sphere Opportunities to reach multiple spheres simultaneously: Social media sites Blogs E-mail Technology 51

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 54 Page 56

Face to Face 55 Observe body language Establish of trust Discuss in depth Showcase personality Demonstrate service and appreciation Close a deal 55

Agent to Agent 56 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 56

Business to Business Local businesses want to reach same customer base Generate referrals Build your own business roundtable 57

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! 57

Post-Transaction Marketing 57

Exercise: Networking Opportunities How do you network? 60

Contact Management System (CMS) Organize, sort, and track networking leads Customized categories help you remember the details Include personal information for future conversation starters 60

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 62

Do Not Fax 63 Permission cannot be faxed Sender must comply with opt-out within 30 days Bans unsolicited advertisements without the recipient’s prior express invitation or permission Permission cannot be faxed Fax must: Be clear and conspicuous Include opt-out mechanism 63

CAN SPAM 63 E-mail must include: CAN SPAM MSCM 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 63