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

54

Face to FaceObserve body languageEstablish of trustDiscuss in depthShowcase personalityDemonstrate service

and appreciationClose 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 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

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 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

63