When the weather cooled a little at the end of September, it was a good reminder that this year’s Realtor Builder Tradeshow is right around the corner.
I think it’s very appropriate that the theme of the show is “Back to our Future.” We all need to keep focused on the better times for the economy and our industry that are surely ahead.
One thing is probably certain. When prosperity does return in the future, we probably won’t be looking back for a while.
This year’s Tradeshow is our 30th, and it’s going to be different, thanks to some innovative thinking by co-chairs Franchesca Swierz and Donald Ster.
But first, let’s give the two of them, along with everyone who has worked with them, a big hand in advance. Despite the economy and a tendency for many companies to cut back on their marketing efforts, it looks as if all of the Tradeshow’s booths will be sold out, and we’ll have top flight firms there.
I think one reason we have such high participation again this year is because marketers know these kinds of exhibitions work because they are face to face. We’re visual learners and exhibiting is something that must be seen to be effective. Our participating companies put a lot of emphasis on what we see and what will attract us – the exhibit itself, their products, the graphics and all of the promotional products and collateral materials.
Tradeshows like ours also work because as buyers we like to experience things, and the display process gives us that opportunity.
And, frankly, the more we communicate with technology like Facebook and Twitter, the more I think all of us long for some old fashioned, face to face conversations to help us make good decisions.
Business expert Tom Peters says that in down times marketers should resist cutting back on good opportunities like tradeshows because face to face interaction is more important than ever. Companies that market themselves now, Peters says, are the ones that capture the largest share of the market when the market turns around. Buyers, he says, best remember the companies that stay visible and in touch because they create a loyalty.
While the highlights we like about each Tradeshow, including the great booths and terrific food, will be there to enjoy this year when we gather at the University of North Florida, there is one major change.
A big new feature will be a continuing education opportunity to learn more about what will help us be successful in this economic environment.
And, it’s free.
The Tradeshow will offer three great opportunities to get up to date and informed about current issues and trends, all presented by Jacksonville professionals and experts. I encourage you to take advantage of all three breakouts.
Given the state of our industry, it’s important for us to know as much as we can about short sales and foreclosures. Sherry Davidson of Davidson Realty will give a presentation and have discussion around foreclosure statistics, reasons to avoid foreclosures, real solutions, along with the most frequently asked questions about short sales.
“Educating people about the process in the beginning and throughout the process is the only way to successfully complete short sale transactions,” says Davidson.
A second breakout will be led by Alayna Oram of Relay Marketing, who will teach a session pertaining to Social Networking and how it can impact our business.
“I will provide an overview on social media, its main channels and how to make it work,” said Orum. “After the presentation, attendees will know the importance of having a social media strategy and the first steps to implement a program.”
And, the third breakout will be Builders 101, taught by the Northeast Florida Builders Association’s Sales and Marketing Council’s Builders Relations Committee. Denise Patricolo of Taylor Morrison Homes will lead a presentation on new trends in the industry.
“During the trying times that our industry is experiencing, education has never been more important. However, everyone is cutting costs and education is one of the first things to go,” said Patricolo. “The breakout sessions will offer and opportunity for agents to walk away with information that will make them more knowledgeable and it will improve their careers at nocadditional costs.”
So, what’s not to like about this year’s Realtor Builder Tradeshow? I look forward to seeing you at UNF on October 22.
— Jim Bailey is president of Bailey Publishing & Communications Inc. and publisher of Realty/Builder Connection.