The focus on the consumer and your ability to be in a relationship with them is that silver bullet you are all looking for. Question: HOW DO YOU ESTABLISH RELATIONSHIPS? Let alone maintain those relationship that are established?
I have had conversations with many associates about consumers, relationships, the media we use to communicate, and how to harvest, establish, & maintain those relationships. First and foremost, I want to be clear in that I don’t think anything can or should ever replace face-to-face interactions followed by talking directly to them either by phone or using video chat. However, there are many other ways now to get in front of people through ever-changing emerging technology. For many of us, it is a terrifying thought of shifting away from the face-to-face business we know. Many immediately say “How?” or “I don’t know how,” and so I’ll ask you this: At one time you didn’t know how to drive so how did you learn?
Social Media allows us the ability to get away from the big box, mass media, spam email days that we have all come to lament – but will still do those things in your business as you think you have to do it to get the word out about you and stay in front of people. I am here to tell you are doing it wrong.
Facebook, Twitter, YouTube, TikTok, LinkedIn, Pinterest, Instagram are at its core a databank of unbelievable content. Your consumers are on social media, so you need to be there as well. Just be there deliberately, intentionally, and use it for engagement. Don’t bastardize your brand with spam and SELL SELL SELL – don’t even bring up your business in a conversation. When the time is right you will be able to casually sell them or they will come to you. JAB, JAB, JAB…RIGHT HOOK (if you know then you know).
Think for a moment what data consumers openly share on social that you have access to and that you have the ability to take appropriate action:
- Birthdays
- Jobs Changes
- Personal Achievements
- Tragedy
- Weddings
- Personal Needs
- Home Improvement
- Birth Announcements
Your social voice and content really matter most in community curating. Be human and ask questions to gain engagement.
Customer retention may be the easiest and hardest thing to do at the same time. As a whole, major marketers do not care about the consumer. I challenge you to be different be in the 18%…Do you know what that means?
When polled 82% of consumers state they will use their REALTOR again at close but the fact is only 18% actually end up using them again. Why? Because too many treat the consumer as a commodity and move on to the next sale and fail to maintain and enhance the relationship. Don’t be that person. Caring about the end user could have never been more important.
The Philosophy on how to build a business has not changed, but the delivery vehicle has. Do you call everyone that has unsubscribed from your content and asked them why? I bet you at the end of that call they will ask to resubscribe if you just ask them why.
The Thank You Economy by Gary V
How to Use Facebook Search
How to Use Social Media