1. 4. Relationship Marketing in an e-World

2. Spheres of Influence 50 Sphere’s Spheres Sphere’s Spheres

3. 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

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

5. 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

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

7. 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

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

9. 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 distribution
Social media groups, REBarCamps 56

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

11. 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

12. Post-Transaction Marketing57

13. Exercise: Networking Opportunities
How do you network? 60

14. 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

15. 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

16. 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

17. CAN SPAM 63 E-mail must include: CAN SPAM MSCM
Accurate header and subject lines
Easy opt-out method
Legitimate return and postal address
CAN SPAM MSCM
Mobile service commercial messages
Bans delivery of unwanted MSCM to wireless devices or domain names 63