Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Theory Of Strategy for Realtors and Title Agents


Published on

Realtors are becoming customer centric by adopting social media strategies and mobile applications.

Published in: Business, Technology, Real Estate

Theory Of Strategy for Realtors and Title Agents

  1. 1. WRIGHT STRATEGY ADVISORS The National Settlement Services Summit Cleveland, Ohio June 17, 2009
  2. 2. “ To Create and Keep Customers”… Therefore, successful companies are those who have created a CUSTOMER CENTRIC STRATEGY to acquire and retain customers.
  3. 3. According to Michael Porter… “ Strategy is the creation of a unique and valuable position…by choosing what not to do….and by creating fit among a company’s activities”
  4. 4. <ul><li>STRATEGY = Your Position in the Marketplace </li></ul><ul><ul><li>Makes it easy to find you and understand your value proposition </li></ul></ul><ul><li>UNIQUE = Different, Distinctive </li></ul><ul><ul><li>Doing different activities or doing similar activities differently </li></ul></ul><ul><li>VALUABLE = Remove Pain or Add Pleasure </li></ul><ul><ul><li>Solve a problem; save time/money; address fear/greed </li></ul></ul><ul><li>CHOOSE WHAT NOT TO DO = Focus and Discipline </li></ul><ul><ul><li>Or be generic and try to be all things to all people </li></ul></ul><ul><li>CREATE FIT = Align Company Activities </li></ul><ul><ul><li>Adopt a “customer-centric” framework </li></ul></ul><ul><li>COMPETITIVE ADVANTAGE = (Strategy/Position) + (Unique & Valuable) + (Choose What Not to Do) + (Customer Centric) + (Value Chain) </li></ul>
  5. 6. Customer-Centric-Social-Media
  6. 9. <ul><li>A Theory for Title Agents: </li></ul><ul><li>“ Do Unto Realtors As They Do Unto Their Clients” </li></ul>
  7. 10. <ul><li>Email </li></ul><ul><li>Voicemail </li></ul><ul><li>Text Message </li></ul><ul><li>Personal Websites </li></ul><ul><li>Personal Branding </li></ul><ul><li>Blogsites </li></ul><ul><li>Photos, Videos </li></ul><ul><li>PDF’s </li></ul><ul><li>Property Tours </li></ul><ul><li>Face Time </li></ul><ul><li>Always on Call </li></ul><ul><li>Survey, Follow Up </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>ActiveRain </li></ul><ul><li>RealTown </li></ul><ul><li>Trulia Voices </li></ul><ul><li>Zillow Conversations </li></ul><ul><li>Realtor Blogs </li></ul><ul><li>Cyberhomes </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  8. 11. <ul><li>be…RELEVANT </li></ul><ul><ul><li>(don’t waste my time, add value) </li></ul></ul><ul><li>be…DIFFERENT </li></ul><ul><ul><li>(be a purple cow; better price, product or service) </li></ul></ul><ul><li>be…MEMORABLE </li></ul><ul><ul><li>(by remembering what’s important to me) </li></ul></ul><ul><li>be…SOCIAL </li></ul><ul><ul><li>(don’t be conspicuous by your absence) </li></ul></ul><ul><li>be…FOUND </li></ul><ul><ul><li>(LinkedIn; Facebook; Twitter; Blogs; Website; SEO) </li></ul></ul>
  9. 12. <ul><li>Can you solve a problem? </li></ul><ul><li>Can you create an opportunity? </li></ul><ul><li>Can you make it easier for me to do business with you? </li></ul><ul><li>Do you know what makes me happy? </li></ul>
  10. 13. <ul><li>Everyone wants my business </li></ul><ul><li>Everyone offers ‘great service’ </li></ul><ul><li>Everyone has the same ‘product & price’ </li></ul><ul><li>Are you a ‘Purple Cow’? </li></ul>
  11. 14. <ul><li>What’s important to ME </li></ul><ul><li>Forest Shadows ‘report card’ </li></ul><ul><ul><li>(my production with you) </li></ul></ul><ul><li>VPI birthday card </li></ul><ul><ul><li>(my anniversaries) </li></ul></ul><ul><li>Extra ‘touches’ </li></ul><ul><ul><li>(client reminders) </li></ul></ul><ul><li>After service surveys </li></ul><ul><ul><li>(I measure your service by my service standards) </li></ul></ul>
  12. 15. <ul><li>Get “Social” </li></ul><ul><li>Who are you? </li></ul><ul><li>Where are you? </li></ul><ul><li>Who’s in your network? </li></ul><ul><li>Who do we know in common? </li></ul><ul><li>What’s your reputation? </li></ul>
  13. 16. <ul><li>Where’s your website? </li></ul><ul><li>Be fresh and sticky </li></ul><ul><li>Optimize: SEO </li></ul><ul><li>Don’t be a needle / haystack </li></ul>
  14. 17. <ul><li>Social media platforms </li></ul><ul><li>Your Website or iPhone app with user tools </li></ul><ul><li>Blog into the Realtor community </li></ul><ul><li>Attend Realtor events </li></ul><ul><li>Go on ‘tour’ with Realtors </li></ul>
  15. 26. <ul><li>Virtual - but visual - offerings of your products and services to industry partners </li></ul><ul><li>Mobile access to your offerings with immediate response </li></ul><ul><li>Establishing your company’s brand, position, and reputation in the ‘virtual’ marketplace </li></ul><ul><li>Creating ‘communities’ of followers: customers, partners, employees </li></ul><ul><li>Leveraging social media applications </li></ul>
  16. 27. <ul><li>Trulia; Cyber; Zillow; Yahoo; </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  17. 28. <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Jump in and get started </li></ul><ul><li>Not just you; ‘socialize’ your company! </li></ul><ul><li>Appoint one staffer to spend 1 hour each day on your social sites </li></ul><ul><li>Experiment, have fun </li></ul>
  18. 30. Travis Wright Wright Strategy Advisors Customer-Centric-Social-Media [email_address] 281-217-2789