‘Relational’ branding: Key to building client loyalty

Today, it’s not enough to meet, shake hands, walk away and send a ‘remember me’, postcard or email once every few months. To gain the attention and loyalty of the people you want as customers, you must actively participate in their online lives and communities.

But, while Facebook, Instagram, Twitter, email and more, have literally placed us in the palms of our clients’ hands—what you say, and how you say it has become more important than ever.  How you present yourself, what you like, share and comment on can make or break your client relationships, and business.

One reason is, that our phones, tablets and computers have hair-trigger response times, making it all too easy to say or share something that puts us in a bad light with our customers. Many of us know, all too well, the damage done by a misplaced finger.

How best to engage and build positive customer relationships

The best way to prevent slips like this from happening is to make your social media and electronic communications part of a robust, well-defined branding and marketing plan.

There are many lead generating opportunities and benefits to be had when engaging regularly with clients online, as part of their personal communities. But, be aware, that “Friending” and “Following,” are terms that represent more than just client contacts, or touches.

In many ways, being accepted into a community comes with “rules of engagement,” that include emotional aspects more in line with deeper friendships and relationships. People are more apt to express their feelings and emotions with people accepted into their communities. This in turn, can lead to spontaneous, unintended remarks.

Without a clear marketing strategy it’s only too easy for Real Estate Agents to blur the lines between the informality of friendships and that of a professional real estate agent. At best, this may lead to missed opportunities to build new leads and convert potential leads into customers. At worst, you could do harm to existing relationships, and put your reputation and future sales, at risk.

No Strategy? Bounce will create one just right, for you!

To make the most of social media and other online marketing and relationship building tools, Real Estate Agents at minimum, should have a well-defined Marketing Plan. It should include your personal brand, one that reflects your authentic-self and that resonates with your customers, inspiring them to choose you as their Real Estate Agent, as the need arises.

Contact Donna Ambrose for a free consultation.

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