In the sometimes turbulent world of
residential + resort real estate, establishing the fruitful relationship
with a prospective owner is becoming quite the challenge. Your ads
don't cut it anymore. The billboards telling the world you're the best
is no longer credible. Today, prospective purchasers care less about
what you have to say and more about what everyone else is saying ABOUT
you.
The best builders, realtors and developers in real estate see
this light. Advertorial what? Who reads advertorials anymore unless its
for prescription drugs? Engaging prospective purchasers takes more than
traditional marketing + advertising. It's a nice start but its like
having bricks and no mortar. They're savvy and "due diligence" is easier
to do than ever before. The success stories come from the organizations
that are demolishing the walls of what is considered "traditional" real
estate marketing. All of a sudden what you do and how well you do it is
determined by those who have been through your process--not how great
and "hassle-free" you say it is. Small speed bumps and obstacles aside,
if they enjoyed "the experience" provided, you have created yourself a
true "fan."
Fans follow.
That's what fans do,
they follow. When I started with Walt Disney in 1999, one of my
managers gave me a copy of a book called "Raving Fans." It taught me the
difference between a satisfied customer and a "raving fan." This
couldn't be more important + critical today. To be the best, your
customers have to be willing to raise your flag. To share the unique
experience they had with you with their friends, their family and their
"social network."
I'll admit it. I get
excited about organizations that are constantly breaking-down the
traditional walls and leading the way as innovators in engaging
prospective purchasers and creating "raving fans." I'd much rather have a
fan or a follower over a customer any day! Embrace the opportunities
and never-before-created ideas, technologies and strategies that the
rest ignore. Purchasing a home is most commonly the single-largest
purchase decision anyone makes in their life. Shouldn't that experience
be an enjoyable one? Go beyond traditional means of marketing
communities + homes and acquire a group of fans who are willing to
follow YOU.
If you haven't read it, get it: http://amzn.to/2FMtir
--jason
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