Power it Up with the Personal Ask

By Shannon Alter, CPM®

It’s a nightmare come true: Your association board meeting is a bust. Halfway through the meeting you realize that things are definitely going downhill and your company’s shining light is diminishing by the minute. People you thought would show up didn’t. One long-time member has managed to run away with the conversation— again. Even worse, your boss suddenly appears more interested in his iPhone than in the topics at hand.

Not exactly a great marketing plug for you or your company, is it?

If this scenario sounds all too familiar, there’s good news. You can turn any meeting into a marketing advantage for your company, whether you’re leading an important client presentation, an industry association meeting or a board gathering. Here’s the secret: power up your marketing with what I call the “personal ask.”

You’re unlikely to find the phrase in the dictionary, but “personal ask” is the term I’ve coined to describe a targeted, personal approach to marketing. We all know real estate is a relationship business, right? It’s also a business of opportunity cost. Think about it: what are the intrinsic costs of losing a chance to effectively market your firm or your property?

Follow these tips for sure-fire ways to power up your marketing.

Make it individual

Target small. You don’t need to bring out the engraved stationery, but do consider a personal invitation. People like to offer their input and feel their contributions are valuable—not have their time wasted. Survey your colleagues and find out who you need to include in your meetings to add value, move the agenda forward and reach decisions. In this day and age, a personal touch really does count.

Harness the power of your network

Think big. It’s all about access these days. Consult your IREM directory—it’s a great way to not only reinforce existing connections, but to make new ones. A call to a member may just get you the contacts you need a little faster. I know that I can get valuable advice on prospective hires, corporate strategy or even ideas for my next article by simply picking up the phone.

Take advantage of social media

Take LinkedIn, for instance. Market research firm Lab42 estimates that about 20 percent of this powerhouse’s 100 million users visit the site for its industry networking capabilities— at all levels of management. Even more notable, industry experts say that LinkedIn adds a new member every second. If you’ve tried to pitch new business lately, you know it can be tough just getting past the gatekeepers.

Here’s my question: if you’ve got access, why risk losing a marketing opportunity? Use it.

My former boss used to say that real estate is a handshake type of business. It’s time to get back to it. What’s the opportunity cost if you don’t? •

Shannon Alter is an expert in the management, operations and leasing of shopping centers and office buildings, with over 25 years of experience. She is Regional Vice President for Associa, a nationwide community management company with over 180 branch offices. She is a National Instructor for both the Institute of Real Estate Management (IREM®) and the American Management Association (AMA), as well as a Past President of IREM Orange County.

REPRINTED FROM THE JOURNAL OF PROPERTY MANAGEMENT, VOL. 77, NO. 3, WITH PERMISSION FROM THE INSTITUTE OF REAL ESTATE MANAGEMENT. FOR MORE INFORMATION ON IREM AND ITS PUBLICATIONS, VISIT WWW.IREM.ORG.