With a growing amount of Realtors utilizing social media to reach a broader audience, Katie Lance of Katie Lance Consulting encourages real estate professionals to “remember the basics” when building customer relationships. She recently spoke at the NAR Tech Edge Event in Walnut Creek, CA, and offered advice on ways to maximize technology to create genuine relationships with customers.
Katie poses the questions, “are you connecting with people,” and says that all correspondence made with clients should not be haphazard, but focused and intentional. According to Katie, social media is not a marketing agent but a communication tool. She explains that “relationships are built with small interactions over a course of time…because it is the little things that make a difference.”
One “little thing” that helps foster relationships are Facebook lists. Katie claims that the lists allows Realtors to separate their customer base into categories of past, potential and current clients. Doing so would help them keep a closer eye on each individual group and address it’s needs mores specifically.
In addition, Katie believes Facebook voice mails, can add a personal touch to every interaction. Acknowledging milestones in a customers life by a personalized voice message can help the person feel more connected and familiar with the Realtor.
Facebook gifts are another avenue to connect with an individual. Sending gifts to celebrate real estate or personal victories, lets the person know they are cared for and appreciated. This ultimately creates goodwill.
Lastly, Katie talks about the “power of the hand written note” to suggest that one goal of online relationships is to move “offline,” into have face-to-face interaction. Ultimately, the aim is to connect with the customer in a real way. And while social media allows Realtors to reach a broader audience of people, Katie believes using technology should never replace, genuine and authentic interaction.