In Case You Missed It: Wise Words Nobu Hata at LBAR
Hey Team!
Some of you were lucky enough to join me and other LBAR members in the education center yesterday to learn from the AMAZING Nobu Hata of NAR.
Nobu is the Director of Digital Engagement at NAR ( which is a just a fancier, more awesome version of some of the same stuff I do with you all here at RHR! ) He avidly participates in social media discussing marketing and technology in the Real Estate Industry. He was even selected to present a Google Think talk this year!
Right off the bat I’m gonna recommend checking Nobu out online if you aren’t already following some of the top people over at NAR.
Nobu’s About.me Profile | @NobuHata on Twitter | Nobu on LinkedIN
Nobu’s take on tech-savvyness…
“Nothing has changed in this business. It is still a people to people / referral business. If you think a website is going to steal all of your business, go ahead and get out of the way.” -N.H.
Scary and firm statement – but meant to light a fire for agents who are worried and panicking about technology. Nobu went on to explain to agents that technology is a skill, don’t be afraid of it, but know that truly successful agents are successful because of their personality – their trustworthiness – they way the handle their relationships – not about how often they can tweet or post on facebook. Technology is just a tool.
Growing rapidly, more and more Americans use the internet to research, justify, and make their purchasing decisions – however homes are still bought and sold in the real world. Your goal as an engaged REALTOR should be to help pull them out from behind a computer screen and talk with you. Build your brand to exude trust.
Nobu’s take on building your brand…
“Instead of enticing the consumer with a value proposition, use a trust proposition. Ask your previous clients, ‘What Did I do for you that helped you put your trust in me?” -N.H.
RELY on your past clients and your network. Ask them to give you a testimonial, talk to them about marketing options and if they would find them actionable or not. Cultivate and continue to work with those clients so that you can use those touch points in future advertising / marketing strategies. Customers want to be able to trust you above all else – they are no longer looking for how many houses you’ve represented and millions of dollars you’ve sold – they want to know if you cared about your client, if you stay in touch, if you go above and beyond.
Here’s an example Nobu brought up about the power of trust versus experience. Have you heard of Uber or Lyft?
These companies are independent contractors, using their own cars as a transportation service. This has become STIFF competition for Cab/Taxi service because they’ve rapidly become more popular for people to take as means of transportation. Consumers are paying a premium to ride in someone’s car (versus a cab) and pay through a secure online standardized app instead of hoping that the meter is charging you the correct rate. Consumers said they easily trusted an UBER or LYFT driver over a cab driver, even if a cab driver may know the city better or worked longer!
With trustworthiness, you also need to be real. Consider your passions. What differentiates you from other real estate agents?
“You can’t all be awesome. The numbers just don’t add up. Sorry.”
Awesome has become a lackluster adjective. Differentiate yourself and market yourself around your passions. How do you enjoy helping people? Do you have hobbies? What is your personality type? Do you know how to relocate a horse (cause I sure don’t – do you get like a special plane or truck)? You can no longer rely on worn out phrases (both for yourself and your marketing remarks).
Overused phrases include but are not limited to: hardworking, ready, experienced, top-producer…
“Consumers want you to build marketing shrines to them.” -N.H.
A consumer (current client or faceless internet user) can appreciate your experience or designations, BUT it will not be the determining factor for choosing you to represent them. Consumers, no matter the industry, don’t want to hear you toot your own horn the first time they experience your brand. They want to know what you can do for them and how you’ll do it. Then later, you can reaffirm brand loyalty by validating yourself with designations, awards, business accomplishments.
The biggest issue in your marketing plan?
You CANNOT end a client relationship at the end of a transaction. Period.
Follow-up – GENUINELY – with your clients after closing. Ask them how they’re doing. Do they need a plumber before winter? Do they need a heating check up? I bet you have a vendor you can suggest to them to use. Postcards with recipes are nice – but your top clients need personal one-on-one relationship marketing. Consider providing them with a market report of their home and the area.
Similarly, keep in mind that this business is not about faceless lead generation. Many consumers spend 6-12 months looking part-time before considering themselves actively looking for a new home or to sell their current residence. Do not discount these people as potential clients! You may have to actively work with people as a resource before they’re ready to hit the market. But, if they trust you and rely on you – they’ll feel comfortable with this decision and more likely to use you for any of their future transactions. This business will always be a referral business; a people-to-people business.
On that note – let’s talk about content! See the post regarding great content creation and curation.
