Slide 1: Marketing and Communications: Right On and Relevant
Melynn Sight
President
Slide 2: December 19
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Slide 3: http://tobytripp.github.com/meeting‐ticker/
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Slide 4: Do you and your members see eye to eye on what is most relevant?
Slide 5: Value
leads to
Leads to
Relevance leads to Connections
Trust
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Slide 6: Relevance Survey
Washington Washington Montana Oregon Wisconsin Idaho Wyoming South Dakota Michigan Iowa Ohio Indiana Kansas Kansas Arizona Oklahoma Oklahoma Arkansas Arizona New Mexico Texas Mississippi Alabama Louisiana Georgia Florida Florida Missouri Kentucky Tennessee North Carolina North Carolina South Carolina West Virginia Virginia New York New York New Hampshire Massachusetts Rhode Island Connecticut Minnesota Minnesota Maine Vermont North Dakota
Nevada Utah Colorado California
Nebraska
Pennsylvania Illinois Illinois
New Jersey Delaware Maryland
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Slide 7: What did they say?
Commitment Caring Clarity Communication Cost Consistency Consumables Connections
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Slide 9: What else?
And what were they saying that they didn’t actually say?
You can’t always solve insight problems with logic…you have to edit.
– Malcomb Gladwell
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Slide 10: And what were they saying that they didn’t actually say?
1.We are not all the same
Don’t treat us that way
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Slide 11: 2. I don’t know
Don’t take yourself too seriously Do what you can to make a lasting impression
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Slide 13: It’s all corrupt and not really You just keep raising all about money If you don't have money my dues for all the fees and
dues, the Association not a thing f a realtor has a bad don't care. year the Absolutely nothing Association don’t NOPE! of value give a crap Not really for the No Nope amount we are A lapel pin charged
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3. Nothin
Slide 14: “Not everyone appreciates your efforts to be (relevant). In fact, most people don’t. So what? Most people are ostriches, heads in the sand... Your goal isn’t to please everyone. Your goal is to please those that actually speak up, spread the word, buy things....”
– Seth Godin
3. Nothin
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Slide 15: The Process for Building Relevance
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Slide 16: Two seconds
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Slide 17: Life happens when things intersect. It’s how wars are fought. It’s how babies are made. It’s how people connect with the world – and brands – around them.
Some believe the bond between people and brands is over hyped. Others believe it runs deep. The one truth we know for sure is the more we connect, the more loyal we become.
– Jim Thompson, The Brand Channel 17
Slide 18: 1. What’s Your One Thing?
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Slide 19: How do you do it?
1. Mission 2. Goals 3. Core values 4. What your members need most 5. What YOU do well and aspire to become 6. Distinction from your competitor A straight‐forward, simple, portable promise
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Slide 20: What does it look like?
Innovate, Create, Assess, Relate, Excelerate NAR AELD
I C.A.R.E.
You have to Stand for Something or You Stand for Nothing.
– Alexander Hamilton
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Slide 21: 2. Don’t assume. Ask.
Look ahead to tomorrow
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Slide 22: Once you ask your members, then demonstrate that you hear them
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Slide 23: 3. Focus on a few
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Slide 24: 4. Obsess on WIIFM
“I had a broker say to me: Bill, I want you to stop me from spinning so much—take all this stuff from Governmental and Legislative affairs—simplify it and tell me what to do with it, so I can tell my agents what’s in it for them and get on with my day.” – Bill Malkasian, WRA
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Slide 25: Your RPAC Contribution
Here’s how your $20 RPAC contribution paid you back in 2009:
1. Protected Your Real Estate Commissions: With your help, we defeated efforts to impose a sales tax on services including real estate commissions. This tax on services would take an average of 7.3% of your commissions out of your pocket! You make $504.00 more per transaction 2.Prevented a Transfer Tax on Real Estate: With your support, we have defeated any efforts to impose a transfer tax on the sale of real estate. A transfer tax would impose an average 7% tax on every home sale. This could shut many of your potential clients out of the market, resulting in many lost home sales per year. This saves $1,557.00 per sale 3.Prevented ANY Increases in Real Estate Taxes: With your contributions, we have prevented Congress from eliminating favorable tax breaks for homeowners like the mortgage interest deduction, and the property tax deduction. Without these tax breaks housing costs would increase, preventing many potential clients from buying a new home. This saves $4,740.00 on every home purchase
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+ (Your Association’s) involvement in Governmental Affairs = At least $6,800.00 more in your bank account EVERY YEAR
Slide 26: 5. Be courageous
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Slide 27: Create The “Possible” Service
Level 1 Minimum standards Productdriven
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Slide 28: Create The “Possible” Service
Level 2 Market driven
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Slide 29: Create The “Possible” Service
Level 3 Customers don’t always know what they need Imaginationdriven
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Slide 30: The “Possible” Service
www.YouTube.com Search for “Monthly Skinny”
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Slide 31: The “Possible” Service
www.WeMAR.org
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Slide 32: The “Possible” Service
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Slide 33: Create The “Possible” Service
www.OKCommercialProperty.com
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Slide 34: The Point of It All?
We have to put our crystal ball out there to be a step and a half ahead of what the member sees. Then, be in a strong enough position to present that relevantly to elected leaders so they can make decisions about the future. There’s a fine line between scary stuff in crazy times and being a strong leader giving direction.
– Bill Malkasian Wisconsin Association of REALTORS®
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Slide 35: What we must decide is how we are relevant rather than how relevant we are.
– Edgar Z. Friedenberg
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Slide 37: Add melynn@nsightmarketing.com to your safe sender list!!
melynn@nsightmarketing.com www.nsightmarekting.com http://marketingnSights.BLOGSPOT.com
