Face to Face(book): Offline Networking in an Online World


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Technology and social media are all the rage and is certainly buzz-worthy, but face-to-face is the tried-and-true path to customers for life and a strong referral business. This session teaches proven strategies for staying top-of-mind in this ever digitized world. You may be tech-savvy and use technology widely in your businesses, but you must also recognize the value of good, old-fashioned in-person contact. We’ll discuss strategies for how to integrate social media into your business plans and how to combine the power of online strategy and personal contact to build a strong client and referral base. Objectives:

-Combine online and offline strategies into one cohesive marketing plan
-Take a look at “the usual” customer/client appreciation events vs. “the new” ideas of tweet-ups, meet & greets, etc.
-Find your niche – using a hobby or interest that is traditionally an in-person activity into a lead-generating business model
-Breathe new life into your Facebook page – using events and invitations to encourage face-to-face encounters
-Make the ask – going beyond asking for business/referrals

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  • How many of you hold large, “traditional” client appreciation parties every year?
  • Face to Face(book): Offline Networking in an Online World

    1. 1. Unplugged:Offline Networking in an Online World Maura Neill ABR, CRS, CDPE, REALTOR®
    2. 2. On Twitter?Tweet live during this class! @MauraNeill
    3. 3. What Happened? Can we go from this… …back to this?Photo credits: “Communication” by jfgornet on Flickr.com |”good times, 1940s, scene 8” by deflam on Flickr.com
    4. 4. Where Are You Most?Are you here?
    5. 5. Where Are You Most? Or are you here?Photo credit: “Conversation” by sepblogon Flickr.com
    6. 6. Where Do You Spend Your Time?
    7. 7. Go Ahead…Be Honest!
    8. 8. Traditional Offline Networking: Why It (Often) Fails {video}
    9. 9. “Here’s My Card!”Why we fail:• Inherently NOT social• One-sided• Lacks authenticity• Follow-up is forgotten
    10. 10. You + Networking• What are 3 things you do RIGHT?• What are 3 things you’d like to fix? GO!
    11. 11. Why Face-to-Face?
    12. 12. What Happens When We Go Offline?Photo credit: “an idea I’m working on about the solitude of the Internet” by kylesteeddesign on Flickr.com
    13. 13. Why Face-to-Face?Face-to-face = Top of Mind = More referrals = More Leads = More closings = More moneyMore opportunities to help people.
    14. 14. What Does Face-to-Face Cost?DedicationCreativitySupplies Time
    15. 15. What’s the ROI on Face-to-Face? 30 cherry pies for 2011’s clients for Washington’s 2 tanks of gas for deliveries Birthday = $150 = $98 Receiving 3 in-person referrals + 2 more via email = pricelessPhoto credits: “Pumping Gas” by futureatlas.com / “handshake isolated on business background” by s_falkow on Flickr.com
    16. 16. The “Usual Suspects” –Client Parties and Gatherings
    17. 17. Client Appreciation Parties• Gets us face-to-face, in front of the most people at one time• The invitation is more important than the event• Big benefits, but big pitfalls, too
    18. 18. Aloha – Client Party 2008
    19. 19. Aloha – Client Party 2008
    20. 20. Client Appreciation PartiesBenefits: Pitfalls:• All clients in one • Too many people to place be effective• Easy to coordinate • One date may not with YOUR schedule work for all clients (one date) • Often high price tag• You control the • Demographic outcome challenges
    21. 21. Client Housewarming PartiesFrom Seth & Alyce Dailey & The DaileyGroup ~ Baltimore, MD• Client gives you guest list but you control the invitations (adding those people to your mailing list)• You attend as host• Lender or other vendor can help sponsor
    22. 22. Pop-Bys and Drop-Ins• Made popular by Brian Buffini, who advises popping by to each client quarterly• A one-by-one way to connect• Bring an “item of value” – a reason for stopping by• For your “A+” clients
    23. 23. Pop-Bys and Drop-InsIdeas for giveaways from other YPNers:• Cherry pies for Washington’s birthday• Pumpkins (Halloween)• Toffee (handmade by another client) for the holidays – Nobu Hata
    24. 24. My Cherry Pie Pop-By• Send “invitation” about 2 weeks before• Clients must RSVP for their pie and choose a day that I’ll drop by (from 2 consecutive day choices)• Order the pies from local grocery store & pick up day before• Most don’t want the pie but appreciate the offer (saves time & money!) and still give a referral!
    25. 25. A New Twist on the Traditional
    26. 26. Tweet-UpsWhat is a tweet-up?• A way for you to promote your business and another local business = WIN/WIN
    27. 27. Tweet-Ups• Traditionally advertised via twitter and guest list is random(i.e., whoever sees it!)• New twist = invite select groups of your clients/local sphere• Have a hook to get people there• Inviting the social media-savvy will make the host happy
    28. 28. Tweet-Ups• Partner with a local business for location and to share cost• Be picky about your invite list – don’t have to invite entire client list• Be brave – put the word out on Twitter and attract potential clients/contacts
    29. 29. MeetUp.com
    30. 30. MeetUp.comFrom Brian Copeland ~ Nashville, TN• Join MeetUp.com• Search for MeetUps that interest you OR search for a void in those areas• Join a MeetUp or start a new one• Based on geography and interest
    31. 31. MeetUp.com Brian’s group!
    32. 32. MeetUp.com As an aside… There’s a void to be filled in Honolulu!
    33. 33. Flash Client PartiesFrom Chris Rix ~ Hot Springs, AR• Text, email, Facebook a select group (100-ish) 1-2 days before event• Guest list-exclusive• Those people generate buzz & others ask to be on the list• Always plan for more, but if they’re asking to get in, they’re prospects
    34. 34. Charity Events• Picking a local charity gives back to your community and helps your clients do the same• Two options: – Pick one charity that you support year- round with multiple events – Support multiple groups throughout the year with different events
    35. 35. Trick or Treat for the Troops www.trickortreatforthetroops.com
    36. 36. Hot Dogs for Homeless Dogs• Annual hot dog cookout at my home• Benefits local animal rescue• We provide hot dogs, buns, fixings• BYO: drinks, side dish to share (close friends), dogs + kids• Clients bring donations from animal rescue’s wish list
    37. 37. Hot Dogs for Homeless Dogs
    38. 38. Pumpkins / Christmas Trees for CharityFrom Nobu Hata:• Work with local pumpkin/Christmas tree vendor to get discounted price on items (pumpkins, wreaths, etc.)• Have a drop-off event: hot chocolate, candy, etc.) one afternoon – drop off unwrapped toy, pick up your wreath
    39. 39. Blood-Sucking REALTORS® www.bloodsuckingrealtors.comFrom Leigh Brown ~ Charlotte, NC• Blood drive – first one at Halloween, second was for Valentine’s Day• Benefiting local blood bank – all blood donated stayed in community• Include local blood-need stats
    40. 40. Other Charity Events To Get You Face-to-Face• Canned food drives• Clothing/coat drives• Soup kitchen volunteer day• What else can you think of?
    41. 41. The After-Closing Closing Gift• Small gift at closing• “Real” closing gift a few weeks later• Excuse to see the home once they’ve moved in• Great photo op!
    42. 42. Quarterly Client Workshops
    43. 43. Quarterly Client Workshops• Provide value – information they can use• Two topics – attracts more interest (i.e., husband + wife, client + a friend, etc.)• Get one of the speakers to sponsor breakfast
    44. 44. Intimate Client DinnersFrom Raziel Ungar ~ Burlingame, CA• Quarterly or bi-annual client dinners• Thoughtful seating arrangements = “matchmaking” for clients• Small sampling of current/recent clients• Prix fixe menu = more cost effective• Easier follow-up
    45. 45. Attend Clients’ Parties/EventsFrom Dale Chumbley ~ Vancouver,WA• Don’t just do the inviting!• Attend clients’ parties and events when you’re invited• You’ll be introduced as “my REALTOR” and make new connections
    46. 46. WRITE IT:• Two local businesses you can approach TODAY to co-host a tweet-up• Two local charities you can support in 2012 with a client event GO!
    47. 47. Harnessing Your Online Power
    48. 48. What Value Does Facebook Bring You?• Fun, fun, fun• A place to get away from work• Reconnecting with old friends/clients• A place to mix business with pleasure• Business only – I stay strictly on my Facebook business page
    49. 49. Where Is Your Facebook Presence?• Your personal profile – what does it look like?• Your Facebook Business Page: – Do you have one? – Do you use it effectively? – Do you need one?• Where do you spend the most time and get the most response?
    50. 50. Finding Your Facebook NicheBobbi Howe’s Saturday Morning Runners
    51. 51. Finding Your Facebook NicheBobbi Howe’s Saturday Morning Runners
    52. 52. Julie Beall Put This On Facebook1,000 pairs of shoes donated…and delivered
    53. 53. Harvesting the Information at Your Fingertips
    54. 54. Harvesting Facebook for Client InformationBirthdays & Anniversaries
    55. 55. Letting Facebook Do the Work For YouFrom Raziel Ungar ~ Burlingame, CA• Clients’ hobbies, interests• What you see on Facebook + how well you’ve gotten to know them• Sharing articles, books, points of interest• An excuse to get in touch
    56. 56. Harvesting Facebook for Client InformationFacebook gathers usefulinfo for you!Timeline-style page(above); old page style(right)
    57. 57. Redefining Face-to-Face
    58. 58. Skype – Your New Best Friend• Skype for client consultation• Skype for closings• Introducing your clients to Skype – providing value!
    59. 59. The Birthday Video
    60. 60. The Personal Contract-to- Closing Facebook Group• Secret Facebook group for you and your client• Post video messages and reminders every step of the way• Better than a phone call because they can replay• Great with more than one person in the transaction – they each get the same message
    61. 61. The Personal Contract-to-Closing Facebook Group
    62. 62. Are You the Same Online and Offline?
    63. 63. Find This Presentation Online www.slideshare.net/mauraneill1Photo credit: “Computer mouse, mousepad, hand” by Si1veryon Flickr.com
    64. 64. Thank You! Let’s Connect! :) Maura Neillwww.facebook.com/mauraneillwww.linkedin.com/in/mauraneill www.twitter.com/mauraneillwww.youtube.com/mauraneill