A recent question by Tony and Suzanne Marriott inspired this blog.
Let's get Married! Relationships simply do not start that way, they need time to construct don't they?Getting married requires knowing the greater purpose, understanding the compatibility, assessing the maturity to overcome, the commitment to assure the others success.
This process holds true for the relationships real estate professionals need to have with their audience. You must BUILD a relationship as opposed to the fallacy of self-proclaiming one exists.
As real estate professionals building relationships is the heart beat of the successful business. There are many ways to build a relationship. Many have turned to social media, specifically Facebook.
As more is revealed regarding the Facebook platform and the opportunities presented to professionals it is much easier to visualize how digital relationships can construct the pathway to physical contact.
Building relationships one pixel at a time (new Facebook terminology)
Why you must look at paid traffic as a SYSTEM.
There are three audiences to whom your messages are directed:
- Cold - never met
- Warm - those you know or know you. They read your blog, Read your book. Peeking over your fence. Somewhat 2 way, you talk, they hear, but sit on their hands.
- Hot - buyers. clients, brand evangelists
Each audience responds to a different message, a different level of relationship.
- Awareness of the three levels of traffic “hotness” should make it clear why its so important to you to deliver the proper message to get the best ROI for paid traffic.
- Multiple advertising campaigns that work hand-in-hand, to advance the relationship, creating leads and conversions for your real estate business.
- Every campaign you create has to have a specific objective whether it’s to introduce your business, convert a site visitor to a lead, touch a referring evangelist who can produce high dollar prospects or inspire some of your best serial buyers or sellers.
- These campaigns must work together to build a relationship with prospects to turn strangers into friends, friends into customers, customers into repeat buyers, and repeat buyers into raving fans.
- Think about marketing as a relationship not some imaginary person on the other side of a computer screen.
- A real estate professional will need to know how to keep their Facebook advertising account safe by using a “cold-hot-warm” strategy which will grow their business at the same time.
The majority of agents do not possess the knowledge or have the time to create or achieve the highest potential from a paid traffic "system' on Facebook or other social media 
portals. As a result the message received is more a cacophony than an invitation to raise their hand.
If would be prudent for the real estate professional to assess their existing strategy or seek the consultation of experts in the business before establishing their goals and milestones for 2016
Best of success,
Annette Lawrence, Broker/Associate
Remax Realtec Group
Palm Harbor, FL
727.420.4041
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