TOOLS YOU CAN USE:
° Add to your communication toolset some browser plug-ins like RAPPORTIVE that give you social media data on the people with whom you interact.
5. ROBO
Few things have had a more dramatic impact on local business than the behavior to research online to buy offline (ROBO) that is practiced by an approaching 90 percent of all adults as a way to find local products and services.
What this means is that we must expand the way we think about our website far beyond the means to provide information. Our website must become a tool to drive online searchers and visitors offline into our stores, into our presentation and into our meet ups.
Websites must feature local call to action tools such as down loadable coupons, samples and trials. We must add and use click-to-call, schedule, or chat functionality that allows for instant engagement.
Think of ways to create your own offline communities and build these communities with online tools.
HOW IT APPLIES TO REAL ESTATE: Develop your own LinkedIn group and schedule meet ups at open houses, restaurants, etc. Promote a Twitter or foursquare event where participants check in at different open houses or showings around town.
TOOLS YOU CAN USE:
° LinkedIn Groups and
MeetUp.com offer great opportunities. Create your own leads and referral groups using a tool like LOCALBASE.
Remember, it’s not about the tool. When you’re refocusing your marketing, think about the overall marketing concept and communication style rather than the tool that became popular because it recognized the marketing shift early. Apply these applications to your business today.
JOHN JANTSCH IS A MARKETING CONSULTANT AND FOUNDER OF DUCT TAPE MARKETING(
DUCTTAPEMARKETING.COM). THIS ARTICLE WAS REPRINTED WITH PERMISSION FROM FLORIDA REALTOR® MAGAZINE.
www.garealtor.com GEORGIA REALTOR I 11
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