Back in the day, consumers shopped, narrowed their choices and bought. What I called the “prospect pipeline” in my first book REAL ESTATE RAINMAKER. Today, that process has morphed into multiple touch points…and opportunities to cultivate customers for life before, during and after purchase with social media.
Welcome to the age of the “social loyalty loop.”
Call it what you will…here are four ways to cultivate your own loop of loyalty with social media:
- Engage prospects with shared experiences (“brand consideration”): In real estate, share the joy of your sellers who got full price or your buyers who found the home of their dreams. Tell their story (not yours). Their happiness will give your brand the glow of success.
- Multiply your message with friend shares (“brand advocacy”): This is a new spin on the old value of testimonials. Friends sharing with friends their recent sale or purchase. Nothing sends ripple rings of loyalty like having your clients tell their friends about their “Just Sold” or “Just Listed” property. Give them a branded property website to share and they’ll tell the world for you.
- Boost your reach with fun things to do (“brand enjoyment”): Every homeowner has favorite reasons why they love their neighborhood…and why they bought in the first place. Tie-in a contest (“My favorite place in my neighborhood is…”) or post a database of selling or buying tips where fans can “Add your own smart tips.” Encourage fans to watch for tip topics and share from their personal experience.
- Close the loop with noteworthy content (“brand building”): Like a drumbeat, post noteworthy insights about real estate (your favorite subject… and your expertise second to none). Example: Post “Real Estate IQ Test” where you pose a regular question to your fans (“What’s the key to great curb appeal?” or “How do you know a property is overpriced?”). Your fans’ comments will boost your loop with their rich content that builds your brand when their friends click back to find out more.
To learn more about the new “social loyalty loop” check out a great article on the always interesting Marketing Profs site at www.marketingprofs.com/articles/2012/8235/how-to-create-a-social-loyalty-loop.
What’s in your loyalty loop?
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