4. Relationship Marketing in an e- World

Spheres of Influence Sphere’s Spheres 50

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 50

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

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 51

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

Social Media Facebook, LinkedIn ®, Twitter Page 56 54

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

Agent to Agent  Attend real estate events outside of market  Host convention booths  REALTOR® Association activities  Teach real estate courses  Include other agents in distribution  Social media groups, REBarCamps 56

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

CAN SPAM 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 63