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WELCOME BACK!
MATT FAGIOLI
There’s a System
MORE VIDEOS!
THE DOMAIN GAME
BuffaloHomes.com
Buffalo.Homes
716.Homes
TRACY WEIR
your brand + engaging content = success
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your brand might never have a logoa brand is how you operate in the world.
it’s what makes you different.it’s based on insight and knowledge.
it relies on your perspective and content.
IT’S WHAT YOU STAND FOR, NOT PRETTY GRAPHICS.
| Xplode | Branding | 10.24.16
41 © 2016 AUGUST PARTNERS
There must be a playbook somewhere.
You’ve still got to engage.No matter which products or services you use ….
A powerful, informed story, backed up with relevant, engaging and insightful content, is
a reason to believe in you and your business.
Engagement is a creative and disciplined process.
VS.
Identical ingredients
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People vs. BrandsPeople
Optimistic / PessimisticSerious / Fun
Hard Worker / Free FloaterLeader / FollowerElitist / Inclusive
Energetic / Laid BackExtroverted / IntrovertedRomantic / Restrained
BrandsAspirational / Realistic
Technical / SocialFocused / Diversified
Leader / AdopterHigh End / Affordable
Active / ReactiveExhibited / Intimate
Emotional / FunctionalDisciplined/Loose
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18 Ways to DifferentiatePrice differently
Mine a nicheBe the expert
Deliver a unique experienceInnovate
Create a new productBe the underdog
Make it convenientOver-deliver on service
Solve a universal problemAppeal to emotions
Be shockingChange the experience
Make it personalGive backGo green
Abandon discretionLimit availability
Daringtrendy
Spiritedenthusiastic,
real
Engagedcommitted, involved,
public
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What qualities define who you are?Brand Personality Dimensions
Sincerity
$Down-to-
Earthfamily
oriented, small town
Honestysincere, real
Wholesomeoriginal
Cheerfulness
friendly, sentimental
$
Excitement
Reliabilityreliable, hard
working, secure
Intelligenceintelligent, technical, corporate
Successsuccessful,
leader, confident
Competence
$Class
upper class, good-looking,
glamorous
Charmcharming, feminine, smooth
Sophistication
$Masculinityoutdoorsy, masculine,
western
Toughnesstough, rugged
Ruggedness
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Houston, we have a problem.
what
how
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why
https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
If you don’t know your why, you can never deliver on your how or what.Your why aligns with your clients’ how.
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By "why," I mean: What's your purpose? What's your cause? What's your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care? As a result, the way we think, we act, the way we communicate is from the outside in, it's obvious. We go from the clearest thing to the fuzziest thing. But the inspired leaders and the inspired organizations — regardless of their size, regardless of their industry — all think, act and communicate from the inside out.
“
~ Simon SinekThe Power of Why
PURPOSE
THE REASON YOU EXIST BEYOND
MAKING MONEY(NEVER CHANGES)
MISSION
A MASTER PLAN FOR CREATING
VALUE (5-20 YEARS)
VISION
A SHARED PICTURE OF MISSION SUCCESS(5-20 YEARS)
GOALSSHORT TERM OBJECTIVES THAT SUPPORT
YOUR MISSION AND VISION (1-5 YEARS)
PurposeWhy are you in business, beyond making money?Easy to explain. Unites your team to the cause. Has energy.
We engineer happiness.
[ our philosophical heartbeat ]
MissionAn over-arching strategy to achieve your purpose.P
We unlock homeownership.
[ what we do, all day every day ]
VisionA bold picture of the future that focuses everyone’s efforts on the mission.P
M
We enable life’s next step.
[ why we do it ]
True Line
An internal expression of your most compelling differentiator.
P
M
V
process + passion = happiness.
[ how we do it ]
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bad brand = no contentwho are you? what are you? x
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WHAT
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brands are content monsters.
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0 1 2 3 4 5
client doesn’t know they need youpre-awareness, pre-service, need generation
client has a need and starts looking for youawareness, consideration, researching
client finds several agents and starts comparingconsideration, comparison, shopping, evaluation
client buys or sells and settles inpurchase, buying, conversion, delivery
client lives in the home for seven long yearsusage, engagement, experience, activation
client talks to others and considers selling/buyingadvocacy, loyalty, retention, recommendation
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awareness consideration purchase retention advocacy
PR
Farming
Word of Mouth
Online Ads
PPCSocial
Reviews
Blog
Website
Transaction Management
Website
Social
FAQSocial
Newsletter
Blog
CommunityForums
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perennials
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Who are your clients?Why do your clients trust you?What do they believe about you?When did they work with you?How did they meet you?Will they recommend you?Do any of your clients do things for wildly different reasons?What do they expect of you?
It’s about them, from your perspective.
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Perspective only YOU can offer.Your content strategy is more than just a reflection of what you do.
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How do you look for inspiration?
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TrendWatching.com
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psfk.com
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coolhunting.com
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coolhunter.net
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Dave PellNext Draft
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If you’re not reading, start now.• 46% percentage of American adults can’t
understand the labels on their prescriptions• 50% percentage of U.S. adults are unable to
read an 8th-grade level book• 33% percent of U.S. high school graduates will
never read a book after high school• 42% percentage of college students will never
read another book after they graduate• 80% percentage of U.S. families did not buy a
book this year• 57% percentage of books started that aren’t read
to completion
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ListsHow-to'sQuestions and AnswersWhy? posts (why are things the way they are?Case StudiesTestimonialsQuotes (sparingly)InterviewsProduct ReviewRestaurant ReviewComparisons (neighborhoods?)Round upsBook ReviewsOpinions and Rants (caution!)Personal StoriesPredictionsSuccessesFailures and What NOT to DoResearchFacts and Stats (with your perspective)GuidesGuest PostsAsk Me anything
ChecklistsE-BooksPodcastsWhite PapersInfographicsData VisualsPublic Service AnnouncementsPollsSurveysQuizzesContestsVideoChallenges (30-day Home Clean Up Challenge)ReportsSample Listing Presentations or other CollateralWebinarsLive Streaming VideoBlogsMetaphors (“what my evil neighbor could teach you about buying next door”WorksheetsPhoto GalleriesFrequently Asked QuestionsCurated Content
52 Content Types✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔
✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔✔
YOU ARE NOT A COMMODITY.[ Don’t act like one. ]
TRACY WEIR
BRANDON DOYLE
Data, Listings & Results
Brandon Doyle Co-Author Mindset, Methods & Metrics
Why do people move?
• Change in marital status (Married, Divorced) • Change in familial status (Kids, Empty Nesters) • Job Change (Promotion, Relocation, Laid-off) • Seeking better neighborhood, schools, and amenities • Winning the lottery.. Ok Just Kidding, but maybe?
CONTACT
Brandon Doyle
RE/MAX Results – Minneapolis, MNco-author of Mindset, Methods & Metrics
612-702-7687 [email protected]
LISA ARCHER
“Mindset of Lead Generation”
We have gone from solely door knocking to a door clicking society. We once could manage a couple 100 relationships, we can now manage a couple 1000, Know what that little green dot means? It means that we have gone from a door knock to knowing that person is home, has 24 mutual friends and also likes the Yankees… (or Mets..so be careful)
A rookie agent can come in and almost overnight take business from a Veteran just by working their online relationships.
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Facebook is your digital twin. It’s the good twin. Do you have any idea what happens when you LIKE or COMMENT on someone else’s post?
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A digital relationship is 100 times more powerful than a real life relationship in the same period of time.
-Tony Giordano (Author of The Social Agent)
Don’t you LOVE calling
#CLT #DFW #LLGSA #CNY #Bellevue #MN
home?
Who should LIVE LOVE HOMES know that you know?
THANK YOU!
