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How to harness influencer marketing techniques to grow your business

Influencer marketing is a powerful tool for marketing and growing your business. If you aren’t already utilizing this method of marketing, you’re missing a big opportunity.

And, hopefully you don’t have the mindset that, “I’ve done great so far without it, why start now when it may just be a fad?” Influencer marketing is here to stay!

Influencer marketing has been here for centuries, but in other forms. Referrals and customer complaints are influencer marketing. The art of influence elicits changes in thinking or behavior.

An influencer is someone who has the power to change our perception and behavior.

Because social media is now mainstream, influencer marketing is everywhere. Customers don’t have to go looking for referrals. Referrals (and other influencing content) are everywhere.

So, what’s the best way to use influencer marketing to grow your business?

Here are several ways to increase influencer marketing within your business:

  • Know the influencers and build relationships with them. Influencers include “influential” people within your community, such as prominent bloggers and local non-competing business people. The influencer’s audience should be the same audience you are trying to reach.
  • Offer valuable information (contributed article, tips, etc.) to the influencers, asking them to consider sharing the content on their blogs or other social media. The key is to make it pertinent information for the influencer’s audience, and not “salesy” content.
  • Ask your satisfied customers (who, by the way, are influencers) to review your business on Yelp, Google and Facebook. They love you, so be sure they share their love for you. The goal is for prospective customers to see these reviews when they are researching and making purchase decisions.
  • Ask customers to “check-in” on Facebook when they visit your office. This is a great method for growing your business’s popularity on Facebook. Consider offering a small monthly prize ($25 gift card to local restaurant) via a random drawing from all people who’ve checked in over the past month.
  • Engage with your clients via social media. This is a great method of personalizing your service and further integrating into your community. Be cautious of sharing, liking or commenting on any potentially objectionable content. Keep it clean!

One additional note: you should avoid paying influencers to market your product, as paid endorsements lose credibility with buyers.

Follow these tips and you’ll be practicing influencer marketing! It’s not rocket science. It just takes a conscious effort, a plan and a common-sense approach.

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Know This Real Estate Document Trio: The Deed, The Note + The Mortgage

Real estate professionals are expected to have a lot of information under their belts (and in their heads) to help their clients.

There is there so much new information coming out all the time and keeping that all in our straight can be exhausting and confusing.

Sometimes the things we know best get shoved into that corner of our brains where I’m sure all the unmatched socks go – which is why it is helpful to have a quick refresher on the things we talk to our clients about every day. (Because they often ask, and we don’t want to admit we’ve forgotten!)

Three basic instruments are involved in most financed residential real estate transactions, and knowing which is which and how they relate to each will be very valuable knowledge to provide to your clients.

Taking a Customer-Centric Approach to Running Your Business

How do you make it your sole focus to anticipate and take care of their needs? How do you create a base of loyal fans who refer you to everyone they know? Of course, you do need to display your customer-centric core values prominently on your walls and make those values part of your daily vernacular at work. You also need to immerse those values into your company culture every day. Make those values come to life in the eyes of all employees. One way to bring the values to life is by tying them to employee performance within your company. Options for marrying performance to a customer-centric value system include:
    • Creating a customer survey process and inviting customers to review employees based on a number of metrics (all tied to your customer-centric core values);
    • Create a “living the values” award and ask employees to vote for their peers;
    • Develop a “secret shopper” system to periodically test employee responses to typical customer requests;
    • Build the customer-centric core values into each employee’s annual review rating guide.
Another key means to bring those customer-centric values to life is to lead by example, such as:
      • Make the values at least a small portion of every single internal meeting in your company;
      • Follow the customer-centric approach you’ve created—for your external customers and internal customers (aka employees);
      • Make yourself available and approachable any time an employee has a question related to the core values;
      • Create a “daily devotional” core value email to hit employee inboxes at the start of each work day;
      • Communicate best-practice examples when you see other employees “living the values” during their daily jobs;
      • Offer constructive feedback when you see opportunities for employees to improve on their customer-centric approach.
Additionally, research shows time and time again that employees stay in jobs where they feel connected, valued and engaged in meaningful work. Breathing life into customer-centric values, along with the tips offered above, offer employees that chance to feel like they belong. Research also shows that happy employees provide the very best customer service. So, remember that your customer-centric core values statements are just that—words—until you bring them to life with action.

Why You Shouldn’t Rely on Just any POA From the Internet for Your Closing

This can include contracts, loans, deeds, stock purchase, applications for government services, sale of real property, medical forms and virtually anything else that can be contemplated. In real estate transactions, a Power of Attorney or POA is commonly seen when a party to the transaction such as the buyer or seller is either unavailable because they cannot attend the closing, or they are too ill or unable to physically sign the closing documents. Many states have laws which essentially require a POA to be accepted at face value, so long as there is no reason to suspect fraud or unlawful inducement in the use of the POA. Unfortunately, because a POA can provide an Attorney in Fact with near-limitless powers to act on behalf of another person, fraud is a very real risk that must be taken seriously.

To Deepen Your Business Narrative, Examine These 5 Areas

What’s your story? And how do you deepen your story to make it more effective, strategic and competitive? Here are five essential things to look for to deepen your story and make it more compelling:

Your Big Why

Why does your title company exist? Why do you go to work every morning? Of course, we know you need to make a living, but going deeper than that, what drives you and your company? What is the purpose behind you and the company you lead? Look for a BIG why (not a small why), something like you believe that home is the most important place on earth or that you believe in homeownership as part of the American Dream. What you’re trying to do here is demonstrate your sincerity and passion for what you do – and motivate your employees and customers around a unifying cause.

Your Title Company’s Achievements

These have to be highly-valued to be effective. Giving to charity, being in business for 10 years, serving the community, and producing happy customers are not highly valued achievements. What have you done that is great? Unusual? Look for that.

Your Title Company’s Principles

What matters to you most? What values guide your company’s behaviors? Pick three and have some wonderful “specific” stories about how your team was influenced by your principles and acted in ways that really helped your clients get ahead.

Your Value Story

Why is your title agency more important, useful and worthwhile to use? What do you offer that other title companies do not? Remember that people assess value on the edges or margins of common offers. More convenient office locations? 24/7/365 closings anywhere, anytime? Best follow-up? Higher tech? CE classes for REALTORS? E-closings?

Your Reason to Act Now

What bad things could happen to the people who do not use your services? What risks are they taking? What compelling reasons can you give without speaking badly about a specific competitor? Learn to bring these forth. The competitive reality is that a title company needs to be in continual Story Deepening bringing forth the importance of their products and services, speaking their competitive advantages and superior value to customers and prospects. If you don’t, who will? Your company has an unlimited supply of stories to share. By incorporating a steady narrative based upon your company’s purpose and guiding principles, you can take advantage of strategic storytelling to gain a competitive edge.
This blog contains general information only, not intended to be relied upon as, nor a substitute for, specific professional advice. We accept no responsibility for loss occasioned to any purpose acting on or refraining from action as a result of any material on this blog.

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