Using Sense of Community theory to build relationships and be a "community expert" in real estate.

1. Community MarketingCase Study: Cortina

2. What is a Community? What is your definition of a community?

3. What is a Community? Neighborhood (Don’t forget/neglect the apartment complexes) Workplace School Religious communities Communities of interest

4. What is a Community? Cortina is a community located in Queen Creek, Arizona. The development encompasses about 1100 home sites, 2 large parks, a community pool, and an elementary school (Cortina Elementary). Construction of this community began in 2003 by Fulton Homes. The development is nestled in between the cities of Gilbert, Mesa and Queen Creek. The Town of Queen Creek has grown from rich rural roots to what is one of the most innovatively planned family friendly home towns in Arizona. http://cortinahoa.com/about/

5. Is your Social Media Venture failing? If so, why? Website Blog Forum Fanpage LinkedIn

6. What is a Community? Sense of Communityis a concept in community psychology and social psychology which focuses on the experience of community rather than its structure, formation, setting, or other features.

7. Sense of Community Feelings of membership Feelings of influence Integration and fulfillment of needs Shared emotional connection McMillan & Chavis's (1986) theory are the most broadly validated and widely utilized in this area in the psychological literature.

8. Feelings of Membership Arise from the creation of community boundaries Perception of emotional safety Sense of belonging to and identification with a community Use of common symbols, language, etc.

9. Feelings of Membership Includes invitations to participate in groups and sub-groups Allows for personal and group expression Greets new members and introduces them to others with similar interests

10. Feelings of Influence Being able to influence group (voice is heard) Being able to be influenced by group Learning new ideas and introduced to new things Feedback responsiveness Rule creation and enforcement by members Maintenance of norms within the group Create many ways in which members can connect – multiple platforms for expression

11. Integration & Fulfillment of Needs Feeling of being supported by others Rewards for being a member Status, expertise, in-member knowledge (including: tricks, traditions and rituals), advice, competition, Value and discounts Shared values Feelings of competence within a group

12. Shared Emotional Connection Relationships, shared history & experience High quality, frequent interaction Support and comfort Friendship Personal investment of time and resources Should include offline interaction

13. Facilitate Community Creation & Development Identify your reward Get in the trenches Work with others Develop the communication / social platform(s) Provide content and value

14. Identify Your Reward Ask yourself: Why am I doing this? What will I gain from this? How much time and effort am I willing to invest to obtain my reward?

15. Get in the Trenches Explore the environment Document existing tools and networks Find out who is your competition Discover collaborative partners You may not have to (or want to) recreate the wheel

17. Work With Others Referral partner examples Service Professionals Accountants Attorneys Financial Planners Insurance Agents Small Business Owners Day Care Providers

18. Develop Community Infrastructure Types of Community: Light commitment email list, newsletter, “like”, digg, etc. Medium engagement email responses, fanpage, Flickr, Twitter Heavy collaboration attend meetings and events, offer advice and service, comment on and contribute to blogs, social network administrative participation Community development You, Referral Network Organizer, Event planning, HOA, PTA

19. Develop Social Platforms Blogs and RSS Yahoo! Groups – online discussion board that is a hybrid between an electronic mailing list and a threaded Internet forum Facebook Twitter LinkedIn Flickr YouTube Foursquare Yelp Podcasts Collaborate with and promote local venues Participation in Community Events Host monthly offline networking meetings

20. Provide Content and Value Reward Community Members Events Value Discounts Status (VIP) In-member knowledge (including: tricks, traditions and rituals)

21. Examples Cortina Yahoo! Group RETT http://www.facebook.com/RealEstateTechTank#!/RealEstateTechTank?v=info EVFN http://www.phoenixfridaynight.com/ WHFO FFL http://www.facebook.com/?ref=hp#!/home.php?sk=group_116599538405526&ap=1