The Relationship Revolution

Marge sees the silver lining

We got a great email from one of our Broker clients the other day who had recently been to their annual conference - the one where achievements great and small are celebrated, and that this year might have been expected to be more of the latter. Even though a few Quarters earlier, the two of us had talked about the market and our concerns, it turns out that her agents worked the "silver lining" into the year after all!

Marge Patterson, VP at CENTURY 21 Realty Group, reports that the company ended the year as the #1 CENTURY 21 company globally - in both units and AGC. Great, and not the first time Marge and her group have achieved that!

Here are some high points she shared with us about their '07:

• The Rookie of the Year closed 25 units in the first 7 months of her career
• The Top Agent closed $57,400,000 in sales volume
• The company sold 1 out of every 5 homes in central and southern Indiana
• They closed the year with 8544 units and more than $1.4 billion in volume

Reciting these and other silver linings, Marge said, "I don't see that the sky is falling! I do understand that the lenders are in trouble, and that the world economy may look like it's in a tailspin," but she also sees that as an opportunity to work the segments of the market that can be worked. "Realty Group outperformed the marketplace by dropping only 5.02%. [sales overall were down 11.96%] And interest rates are at a 45-year low! Housing is affordable and interest rates allow buyers to purchase larger homes than they could have earlier."

In closing, she said, "And they say business is bad. I figure if some brokers think the market is really bad and nothing is selling, then it is time for us to push forward really hard. That's how Eagles soar ... they fly against the wind ... not with it." She expects to do even better in 2008. Thanks for the encouragement and reminder, Marge! We're passing it on. Fly like an eagle, to the sea ...

Yes, Spring IS Here

Some of our members are still reporting snow, while some are out getting started on new gardening projects.  Regardless of your current weather, Spring is officially here.  We've posted a set of new e-Greetings to welcome the season, so be sure to take a look.  Remember, if you've selected the "Spring is in Full Bloom" Auto-Pilot, we'll do all the work.  Or, if you'd like to send an individual, customized e-Greeting, just log on, choose the e-Greeting section, Holidays/Events, April-June. 

Using Your "Realtors Reach Out" Custom Tools?

Many of our members are using the "Realtors Reach Out" section to talk about other charitable activities they're engaged in, or community service days locally, or why you're participating in this program. You'll notice the custom features now include our latest visuals - updated from the "holiday" theme we offered earlier, and prepare for spring with the butterfly motif.

We've heard from several participating Masters that a refresher is needed about how and where to create your custom pages. These are the pages that will help you spread the good word about your involvement. Here's a step-by-step guide for you: When you first log in, you'll see the "Reach Out Admin" button, just below the "Territory menu item. See the yellow arrow at right.

That will take you to the page where you'll find all your options that will help you spread the good word about this worthy cause. When you activate the custom options (look for the checkbox under the "Feature Activation" headline), you'll have a new page on your website; here's how that will look (below). The yellow arrow points to the new "Realtors Reach Out" tab. You set these options on the Reach Out Admin page, not on any of the "Custom Pages" listed in your Website tools. We've heard that some of our members have looked there instead.

When your clients click that new tab on your website, they'll see your custom page (below), which includes the story of your participation in the program, the mission of the American Cancer Society, and an explanation of how your clients can help if they'd like.

If you've added your own content to the "Editing Your Custom Content Area" on the Reach Out Admin page, it will also appear on your custom website page. Below on the left is an example of that section on the Admin page. You can even preview it before it's posted to you page.

That's just a few of the custom options you can take advantage of on your Reach Out Admin page.

Add a hyperlink to emails you send to contacts. Look for that link under "Linking Options" on the Reach Out Admin page. Add it in the "personal message" option inside e-Greetings. The link will take them straight to your Realtors Reach Out page; from there, they can explore the rest of your web site.

The story gets better every day. Find out the latest donations total, and how members like you - and their clients - are responding to the campaign.

Giving Program Flies Higher!

Our members continue to step up to our invitation to be a part of the Realtors Reach Out Giving Campaign. Since we initiated this phase of the program in late October 2007, their participation has resulted in $18,300 being donated to the American Cancer Society. Here's a record of that enthusiastic participation, reflected in total donations raised:

Our members continue to send in reports of how moved their contacts and former customers are by the thoughtful donations in their honor.

As you may have read in this space earlier, PropertySource donates $50 from every new member in our relationship marketing program who wants to participate. They, in turn, identify their most valuable clients, and let them know through the customized campaign that a donation has been made to the American Cancer Society in their honor. It seems as if every family has been affected either directly or indirectly by cancer.

As our agents have been moved by the grateful comments from their clients, we have been touched by the many comments we've received from them. One of my favorites is from Donna Greenup, a Relationship Master from Kentucky. She sent this in after an online Webinar we hosted that updated our members on the success of the campaign and how to use the customizing tools to spread the word. "Thanks for all your good work to try to make us all better Realtors and better people." Very eloquent, Donna, and we are so happy that you feel that way.

The Handshake Phenomenon

Greetings from 20,000 feet.  On my way to Augusta, GA today.  As many of you know, I’m often finding myself in new restaurants, hotels and businesses all over the world.  As I’m typing this post, on a Northwest Airlink flight, I just took note of a trend I’ve observed.  As our flight attendant began beverage service, she didn’t push the bulky cart down the aisle, but instead came seat to seat to ask if we’d like something to drink.  This has long been the custom of Southwest Airlines and some regional jet services.  However, she also asked my name and wrote it down, followed by direct  eye contact, an extended hand and “It’s nice to meet you, Bob.”  She even complimented me on my ultra-small laptop and asked where she and her husband could find something similar.  She wrote my suggestion down too.

I had the same experience at a restaurant in Madison, Wisconsin just last week.  My friendly bartender asked my name, shook my hand, wrote his name down for me and proceeded to refer to me personally throughout my quick meal at the bar.

I’d call these two great examples of relationship marketing at work – in places we might not expect to be addressed so personally.  Great examples we should be following every day in our real estate and lending practices.  Let me know if you’ve seen a similar trend in your part of the world.  Bob