LOYALTY BEYOND REASON KIM LUCKIE, CAPTAIN AWESOME (AND DIRECTOR OF MARKETING, ERA AMERICAN REAL ESTATE NW FLORIDA)
Real estate is not a sales industry Real estate is not a marketing industry Real estate is a service industry YOU ARE YOUR BRAND
LOVE = PROFIT 2006
2016
• List of the S&P 500 Companies
• S&P 500 Improved 122%
• Polled consumers all over the world to identify “firms of endearment.”
• “Firms of endearment” improved
1025%
HUMANS ARE POWERED BY EMOTION
REASON = CONCLUSIONS
EMOTION = ACTION
WHERE IS YOUR BUSINESS?
1. CREATE A COMMUNITY, NOT A BOOK OF BUSINESS
ATTENTION MARKETING
PARTICIPATION MARKETING
• Inform
• Inspire
• One-to-many
• Many-to-many
• Distraction
• Interaction
• Return on investment
• Return on involvement
• Price
• Value
2. FIND YOUR EVANGELISTS, PUT THEM TO WORK • Evangelists choose themselves • Turn them into VIPs • • • •
SWAG First looks First notifications Sounding boards
• ALWAYS comment on their stuff • Ask them to share your stuff
Strangers Acquaintances, Friends of friends Neighbors, co-workers Friends, family
You
3. BE THE BEST VERSION OF THE REAL YOU
Introductions
Goal: Create a business opportunity.
Opportunities Goal: Generate a two-way conversation.
CONVERSION FUNNEL Create love and respect at every stage of the funnel.
Conversations
Goal: Get into an appointment.
Appointments Goal: Get into a transaction = Sign a listing agreement, sign a buyer agreement, or start showing houses.
Transactions Goal: Close the transaction.
Closing
Listen to your people
YOU’RE INVITED
5 ROUTINES IN YOUR MARKETING SYSTEM
Build your creative
Measure your impact
4PM Central Today National Women’s Council of Realtors https://bit.ly/ERAroutines Plan your strategy
Adapt to what is working