I was at RE Bar Camp San Fran today. In one of many social media discussions we had today, a light bulb went off for me to help people plan their online marketing.
Basically, you have 3 buckets of people you always have to be thinking about to make sure that you are always working your funnel or pipeline of clients.
- Current Friends
- Acquaintances
- People you don't know
Current friends - These are people that you already that would likely search you out by name. For example, on Facebook, they would know to type in your name if they wanted to get in touch with you. In my opinion, this is the ‘fun' group to manage because you actually care to see all the latest pictures of their kids or read all of their posts out of genuine interest for the person.
Acquaintances - You have some weak or low level bond with this group. How do you strengthen that to move them to a more serious relationship so that they think of you when they need real estate services.? Using Facebook again, you'll probably find this bucket in groups and keyword searches. For example, search your alumni groups, previous companies, etc. These are people you wouldn't have actively connected with by name, but now have a chance to promote the relationship because of association. But you have some creditability to leverage because of some weak connection, how can you now strengthen that?
Strangers - Your content is the big hook here. People are attracted to what you are saying, verses who you are. As you build relationship with content you can move them into that stronger ‘friend' bucket.
There is a lot of opportunities in each of these catagories. If you incorporate each of these buckets in your online plan, it can help to keep a robust funnel of clients.
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