We like to encourage sharing positive feedback online and our culture seems to avoid confrontation with customers and clients. How can we pull value from problems and pain in Real Estate transactions?
I wrote a post on RealSatisfied today – You dont always want a Testimonial that I quoted parts of this presentation. Its full of great quotes and stats to help understand the influence of customer experience on the bottom line.
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This is a post I wrote on the Inman News Site today.
In the early 1980s, my mother was in charge of the audience and ushers at the Starlight and Midland theaters in Kansas City.
The Starlight was a large, brick, outdoor amphitheater with columns covered in vines. It was so close to the zoo that, at dusk, you could hear monkeys laugh out loud through the thick humidity.
The Midland seemed to be 100 years old when I was a kid. It was gilded and ornate. A classic, dusty and musty-smelling downtown gem.
I still don’t like clowns, magic or show tunes.
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Its important to understand how your customers and consumers actually perceive your reputation.
You have customers that have worked with you and consumers whom know of you and may become customers some day. Both consumers and customers already have an opinion about you, your company and your brand. Their individual and collective thoughts and opinions create your brand reputation.
Understanding your true brand reputation is important as it is key to building a better overall perception of your brand.
Perception of brands dictates buying habits – but also dictates how they share experiences with friends. Personal referrals to friends come from great experiences.
In order to gain some perspective, lets step outside of our RealEstate bubble for a minute.
Think about a product or service what you just bought. This could be an oil change, a pair of shoes or an island in the Pacific. What was the company selling that item or service? Was it a big national company or small local? Did you get what you wanted? Was it cost effective? How did the transaction make you feel?
Here’s a Quick Brand Quiz for RealEstate folks and Small Business owners. No. 2 pencil is not required and theres no pep rally when you are done. Are ready for the Quiz?
The Three Question Quiz
- Why did you buy?
- How do you perceive that company’s brand?
- Is there a difference between the advertising for the brand / product / service and reality?
My Example: I just bought a $1.29 song on iTunes from apple. Apple -The brand is comfortable, cool and rarely misses. The purchase was fast, simple and made me smile. To me apples advertising mirrors their image and my perception of the brand, not the other way around. I trust apple. In fact, would pay more than they charge for music – so I feel like its a value. No matter what Apple says in its ads, or on its site – Its my awesome customer experience that dictates the perception of brand.
The quiz is cheezy but effective tool to get you to actively asses another brand and criticly engage your habits as a consumer. You frequently make buying decisions with out thinking deeply about the brand – its your perception that creates reality.
The reality is you frequently buy from and recommend products, brands and services that have good customer experiences, good products and good service.
Your brand is your customer experience.
Do you know what your customers say and feel about your own brand? What is your brand reputation?
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Keller Williams continues its rise. Kool-Aide jokes aside, with their steep growth, it cant be argued that they are doing many things well. Here are my quick impressions of the last few days this week at Keller Williams Family Reunion in Orlando Fl.
Leverage – Gary Keller Spoke to a 2 thousand person gathering of top agents (KW calls them Mega Agents) suggesting they power their lives and grow their buisness by leveraging their skills and background to grow and expand. Simply, he suggested hiring someone to run their offiece / buisness for them so they could create new real-estate businesses. He indicated that 100 interviews would turn up a suitable candidate - and it should take a year to get them running full speed. Mega Agents could then focus on other elements of the industry including writing books, speeking or just focusing on vacation. Use your “leverage to do what you want” he said.
International Growth – KW announced that its first office overseas opened already this year – Vietnam. The territory looks to cover much of the phillipienes and western australia. There were 5 other countries / regions that are in “final discussions” with KW and represeniteves of another 12 or so in attendance including Egypt and France.
Technology – KW has focused its resources on eEdge. This program was turned on one year ago, and already has won awards. It seems all systems must work within its rules and process to be viable for KW – but future plans are being kept tight lipped. Im anticipating further growth within eEdge soon.
Status – KW painted a picture of “us against the world” in several performances. With 79k agents they are proud of their #2 status and view #1 as a goal in the near future. They can see “blood” in the water and see red. Offices were challenged to add 16 agents each in 2012 - they believe this will enable them to become the largest real estate company.
Attendance – The crowd in the main session was enormous. It was said to be down slightly from last year – but I saw no difference. It can easily be described as massive. Somewhere around 10k attendee massive. The Expo hall however was another story. Granted, its a huge space – yet seemed to be half of the number of vendors as last year. (this is a gut guess, no official data)
Family Reunion 2013 -will be in Dallas Texas Feb 16-20th
Ive attended the MegaCamp and Family Reunion events previously and like normal, this years Family Reunion was run smoothly and had a very high production quality. Well Done KW – Im looking forward to MEGA!
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In retrospect, this is a no brainier. But…It simply fell off my radar.
The Short answer is – if you have an older – even 3-4 year old wireless router for your home or work network, a small investment will help your download speed- allot. The time savings are incredible and well worth the trip to the store.
My new Linksys E4200 looks sharp and I was really happy to see a 26% increase in download speed. Very Cool.
The iPad, and iPhone love the faster and longer range Wifi and the other devices that are hard wired run predictably faster as well.
Features I really like include the Duel Band, HD ready and Guest login – separate from my desktop login. It was under an hour to set up.
I purchased the E4200 at Micro Center while it was on sale (List $180 – Paid $139).
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200 million of us are on twitter, with a reported 30%+ following at least on major brand. That percentage is rising. Until now, we have seen the organic (read: advertising agencies) results of major companies efforts.
Twitter launched a well documented ad platform a year ago to sell promoted tweets. Last month those tweets began show up at the top of your timeline as advertisers now pay a hefty sum to get in front of you. Discussions of the “downfall of twitter” aside, Ive been curious to see who in the Real Estate space adopts the new ad format first. Typically, early adopters are on the bleeding …err… cutting edge of more than just advertising. This move (pun intended) will be telling.
While logged into my “other” twitter account for an upcoming event ( @rebcKC ) I was pleased to find my answer. In a non fact checked study, industry giant Zillow is officially the leader in twitter advertising. Well Done Zillow!
Would you take the bait? Would you click the promoted tweet?
I dont clip coupons, buy Groupons or save direct mail. I feel like that’s the norm. But Zillow is banking on demographic and geographic, market centered rapid fire 140 character tweets and follow suggestions paying off. Zillow must know something and they must have invested a ton.
I clicked it.
All the marketing efforts of zillow on twitter worked, and got me to click “follow”.
Then the remarkable, astonishing and amazing non-advertising organic twit-suggestion occurred: “You Might also want to follow Trulia”
Do you think Zillow had this in mind?
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Finch Mktg just launched EasyVT the virtual tour app for apple iphone. Realtors may photograph a listing, select a virtual tour vendor and EasyVT automatically uploads the content all from their iphone.
Crisp 5 megapixel photos look fantastic from my iphone 4 and my apple 3GS cranks out great looking content as well.
Finch Mktg Head Developer Kevin Mitts created a simple to use but very powerful tool. Currently we are focused on looking for any outstanding issues. We are hunting for bugs before we make a loud launch – so consider this the soft launch.
Feel free to try EasyVT since it is FREE. Just Click the link below to download to itunes. In return, just give us some feedback or like us on facebook!