4. Relationship Marketing in an e- World. Spheres of Influence Sphere’s Spheres 50.
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4. Relationship Marketing in an e-World
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Transcript of 4. Relationship Marketing in an e- World. Spheres of Influence Sphere’s Spheres 50.
4. Relationship Marketing in an e-
World
Spheres of Influence
Beyond the Circle
Outer Circle
Inner Circle
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 E-mail Technology 51
Social MediaFacebook, LinkedIn®, Twitter
Page 56
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
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Face to FaceObserve body languageEstablish of trustDiscuss in depthShowcase personalityDemonstrate service
and appreciationClose 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,
REBarCamps56
Business to Business Local businesses want to reach
same customer base
Generate referrals
Build your own business roundtable
57
Post-Transaction MarketingMarketing continues after transactionYou want buyers to remember who
helped them find their homeBest methods have a long shelf life or
provide a valuable serviceTestimonials
Agents lose repeat business because buyers never hear from them again! 57
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 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
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CAN SPAME-mail must
include:Accurate header
and subject linesEasy opt-out
methodLegitimate 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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