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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Spheres of Influence
Beyond the Circle
Outer Circle
Inner Circle
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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
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Outer Circle> Casual contacts
Former clients Professional service providers Other agents Former classmates
> Establish and nurture connections to establish referral business
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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
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Targeting Your Spheres> Different techniques
depending on the sphere> Opportunities to reach
multiple spheres simultaneously: Social media sites Blogs E-mail Technology 51
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Social MediaFacebook, LinkedIn®, Twitter
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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
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Business to Business Local businesses want to reach
same customer base
Generate referrals
Build your own business roundtable
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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
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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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