by Bernice Ross
Inman News Features
Research has shown prospects are more likely to buy from someone with whom they share similarities — this is the notion that we “attract who we are.” Consequently, when potential clients perceive that you are “like them,” they are more likely to perceive a connection that can be the basis for receiving future referral business.
A new, compelling tool for creating connection by being “one of us” comes from a company called ConnectingNeighbors.com. At the 2002 Inman Real Estate Connect Conference, ConnectingNeighbors.com won the Innovator of the Year award for this product.
Here’s how this strategy works to create the connections you need to form a strong referral network.
The ConnectingNeighbors.com program allows an agent to start his or her own neighborhood community Web site where people can exchange information, and post upcoming events such as birthdays or block parties. The core concept works much like a chat room and a bulletin board combined. In both cases, the “subject” is neighborhood events.
What differentiates ConnectingNeighbors.com from other chat and bulletin board sites is the additional neighborhood specific content the site provides.
If your visitor is interested in what’s going on in the general real estate market, the site provides a host of great news content. If someone wants to learn more about local schools, there’s a link to GreatSchools.net. Other resources include information from 48 national companies that provide free content to the residents about their area of specialty as well as stock information and local weather. This resource creates a neighborhood “Web site” where people can connect about important issues or events in their neighborhood.
In today’s rapid paced environment, connecting face-to-face is often difficult. In contrast, when people connect electronically, they can do so when it’s most convenient for them. Also, if you’re worried about inappropriate content being posted to the site, ConnectingNeighbors.com monitors all content before it’s posted, so you don’t have to worry about someone damaging your reputation or your credibility.
In terms of how to utilize this in your business, the best starting place is in your own neighborhood since this is one place where you are truly “one of them.”
Begin your campaign using traditional postcard techniques or letters inviting neighbors to preview the site. Your picture and contact information are prominently displayed on the Web site so any time a visitor logs on to the site, they will be reminded who is sponsoring this service.
If you’re doing telephone or face-to-face prospecting, invite the people you talk with to visit the site and check out the resources. While they’re on the site, you can ask them to answer the “question of the month.” For example, ask them to share their favorite gardening tips, recipes, ideas for holiday decorations, etc.
You could also host a “Neighbor Appreciation Event” where everyone brings his or her favorite dish for a potluck luncheon. The same approach would also work with your alumni association, people who belong to your golf or tennis club, your place of worship, etc.
No matter what strategy you use, your goal is to have people “connect” with each other as well as with you as their agent.
One maxim I have personally found to be true is “we get what we give.” In other words, when you “give connection,” you get “connection.” Connection ultimately forms the basis for all great business and personal relationships. Once people “connect with you,” you are no longer perceived as that “pesky real estate salesperson.” Instead, you shift to being perceived as “our neighborhood real estate salesperson.”
Of course, when they’re ready to sell or buy a home, they’re more likely to call “our neighborhood real estate salesperson” rather than someone else.