Today’s guest blogger is public relations, social media and marketing expert Carol Morgan.

Today’s marketplace looks drastically different than it did 20, 15 or even five years ago thanks to advances in technology. However, with the rise in technology also comes the need to change your company’s marketing practices to be inclusive of the new technology that your potential buyers are using. Right now, that means adapting a solid social media strategy because more likely than not, that is exactly where your buyers are looking for and researching you.

However, while social media is important because that is where your buyers are, that may not be enough to convince you to start posting to Facebook or tweeting, which is why I’ve compiled my top five reasons you should be using social media.

1. Search Engine Optimization- Social Media is just yet another way to increase your search engine optimization (SEO) efforts. Use your keywords in blog posts, then share these posts throughout the many channels of social media, optimizing them for keywords as you go along. Each social media profile you create is also another chance to use your keywords in the description/about section.
2. Increase Traffic- Want more traffic to your website and your physical location? Social media can help you there too. By sharing information and links back to your website, you are encouraging social media visitors to explore your website, which will hopefully convert to a sale. Many companies are also using their social media profiles as a way to run exclusive specials that can only be redeemed in store.
3. Branding- Are you losing potential buyers because they don’t know you exist? Beefing up your social media presence will put your name in front of buyers on a constant basis, as well as give you the chance to establish your brand as an authority in your field. By establishing a solid presence, when they do need your services, your name is more likely to come to mind.
4. Reputation Management- You can proactively manage your reputation through social media. Ask you happy customers for positive reviews on an ongoing basis. If your company’s reputation is less than stellar, social media can also be a good way to restore your good name. By responding to negative reviews or customer service complaints, interacting with customers and just establishing a presence, you can do a lot to rebuild your reputation.
5. Engage & Interact – Engaging and interacting with potential customers through conversations on social media sites helps to establish relationships and trust.  Social media is the perfect place for you to start meaningful conversations with buyers, and to help them when they have a problem. After all, people buy from people they like and people they know.

So, exactly which sites should your newly created social media plan include? I suggest starting off with the basics: a company blog, Facebook and Twitter. As you become more comfortable with those, you can then expand to other sites including YouTube, Google+, Pinterest, LinkedIn, Instagram, Houzz, Vine, etc. Before adding a new site, make sure to evaluate whether or not using it is relevant to your business model, and if you have the resources to use it effectively.

If you’re looking to build an effective social media program that will establish your expertise, contact Marketing RELEVANCE.

Carol Morgan is the managing partner of mRELEVANCE, LLC and the visionary behind the nationally-ranked, award-winning www.AtlantaRealEstateForum.com. She has established herself as the go-to-expert for public relations, social media and marketing across a variety of industries. Be sure to look out for the latest edition of her book, Social Media 3.0, coming out in June.

The Builder Tech team is back! And we’re so excited that PCBC 2013 is right around the corner. This year, Builder Tech is sponsoring two fantastic, must-attend events.

On Thursday, June 6, PCBC presents the first ever Digital Technologies Forum. Hosted by Mike Lyon of DoYouConvert.com, and Steve Ormonde of Focus 360, this day of educational sessions will help you leverage the potential of online and social tools to target, reach, build relationships with and convert prospects to purchasers.

After all that learning, you’ll be ready for refreshments! Immediately following the forum there will be a cocktail reception hosted by your Builder Tech friends. Even if you are unable to attend the forum, stop by afterwards for a drink, light appetizers and great company with some of the industry’s most leading-edge thinkers. Spaces are limited, so be sure to RSVP early. See you in sunny San Diego!

Register here for the Digital Technologies Forum.

RSVP here for the Builder Tech cocktail reception.

The Builder Tech sponsors:

Zillow | Builder Designs | Focus 360 | NewHomesDirectory.com | New Home Feed | Lasso CRM

We would like to say a big “Thank You” to Matt Riley of Raleigh-based Royal Oaks Building Group. Matt was kind enough to film this thoughtful testimonial video about his experience implementing and using Lasso CRM software.

Through a collaborative discovery process, we were able to help Matt and his team implement a customer relationship management program that works in accordance with their specific needs. From sales processes to email marketing programs, together we crafted solutions that allow the Royal Oaks team to manage their sales and marketing activities quickly and easily, allowing them to focus on making and closing deals.

Please watch the video below, and let us know how we can help your organization do the same!

For more video testimonials about how Lasso CRM helps home builders, developers and sales and marketing companies, subscribe to our YouTube channel.

With the rapidly evolving real estate market and constant changes in new home financing, sales professionals need to be equipped with the very latest information. To help prepare you to educate and influence your buyers, HomeStreet Bank’s Anthony Grasst returns to the Lasso Webinar series for “The Latest in New Home Financing: What Sales People Need to Know,” a unique and powerful look into how financing impacts the decision to purchase a new home.

In this 60-minute webinar, you’ll learn how to:

• Explain financing in an emotional language your buyers understand and increase sales.
• Turn your buyers’ fear of financing into a reason to buy!
• Create financing incentives that, dollar for dollar, are three times as powerful as price adjustments.
• Drive urgency by learning how to explain today’s extraordinary rates!

Please join us Thursday, May 23, 2013 at 9 a.m. PDT/12 p.m. EDT. Space is limited; register for this webinar today!

About Anthony…

Anthony Grasst

Anthony Grasst is a regional builder manager for HomeStreet Bank. He works with hundreds of builders and Realtors®. He is a regular speaker at home builder association events, teaching Realtors®, builders, and condominium developers sales and marketing strategies for today’s market.

Anthony is an accomplished real estate finance professional with more than 18 years of experience in real estate sales, construction lending and development, and sales training. He holds a BA in Economics from the University of Washington, an MBA in Business Management, and is a Certified Real Estate Instructor. Contact Anthony at Anthony.Grasst@homestreet.com.

The housing market is radically rebounding and momentum has up-shifted in just about every market across the country.  So the question is, how do you excel while you simultaneously accelerate?

If you’re looking to maximize both profits and market share this year, consider registering today for the Jeff Shore Sales and Marketing Summit on August 15^th and 16^th in Austin, TX at the historic Driskill Hotel.  This year’s theme is ACCELERATE 2013. Bold Leadership. Maximum Market Share.

Geared to new home sales and marketing leaders, this two-day seminar features an impressive roster of industry leaders, led by real estate sales expert Jeff Shore, who will share cutting-edge  ideas in research and best practices. Lasso is proud to be a sponsor of this exciting event!

Priority Registration is available through April 30 and offers a savings of $100. Prices increase after that date, so don’t wait any longer! Download the full brochure and register for this event here. You’ll come back stronger, smarter, and more capable than ever.

For a sneak peek at Jeff’s engaging presentation style, download his latest Lasso webinar: Be BOLD. Sell Big.

We look forward to seeing you in Austin!

Jeff Shore speaking at the 2012 Sales and Marketing Summit

The Driskill Hotel in Downtown Austin, TX

(Photo Source: Realtor.org)

Many of us are intently focused on building our prospect databases and implementing effective consumer marketing programs to sell our homes, and rightly so. But we must not overlook another import customer, the outside real estate agent. Studies show that between 63 and 90 percent of new homes sales involve an outside agent. In my own experience as a new home marketing manager, I’ve seen REALTORS® bring as much as 85% of the business. They certainly deserve our attention.

The major difference between marketing to consumers and real estate agents is that with agents, you are not only selling a lifestyle, you are also paying their bills. Agents want to do business with someone they trust and can rely on to be fair. It’s important to establish a strong rapport with the top agents in your area if you want them to be your champions and keep bringing buyers.

Here are some tips to staying top-of-mind with REALTORS®:

• Establish and grow your REALTOR® database. Use your home builder CRM tools to segment your lists, keeping REALTORS® separate from prospects with a different Sales Rating. You can even group them according to who has brought repeat buyers, who specializes in relocation, who is a neighborhood expert, etc.

• Implement a separate email marketing campaign. Email REALTORS® regularly, keeping them abreast of the latest releases, pricing, availability, successes and bonuses or commissions. (For tips on how to create an awesome marketing email, download Lasso’s latest white paper.)

• Connect on social media. REALTORS® use Twitter, Facebook, Linked In, Pinterest and other social channels to network, gain referrals and market their services. Find them, follow them, occasionally like a status or post a comment, and share meaningful information in order to make a connection. (Be careful not to over-sell. People connect on social networks to be social, not to be sold to.)

• Develop personal relationships. Reach out to the agents you know with a personal email, letting them know news and updates, and asking them to keep you in mind when they have a buyer. Keep notes in your CRM system, just as you would for a prospect, to remember birthdays, favorite sports teams, and other preferences.

• Foster a sense of exclusivity. Since REALTORS® can bring up to 90 percent of your business, show them the red carpet! Hold special preview events or regular luncheons just for the brokerage community. This will generate a buzz among them that will spread to their buyers.

• Say “Thank You.” Once a deal has closed, thank them for their business with a phone call, email, personal note, or thank you gift. Your actions will stand out and reinforce your appreciation, encouraging them to bring more buyers.

Today’s guest blogger is new home sales speaker, author and educator, Myers Barnes. This blog post was originally published 2/19/13 on the Myers Barnes Blog. 

We are bombarded by messages wherever we go. As a result, we tend to tune things out. The problem is, we sometimes forget to turn on our active listening skills when we need them, like during a new home sale negotiation.

When you’re so preoccupied with preparing your next moment of brilliance, you might miss an invaluable clue from the buyer. Or you might latch on to a phrase like, “We like an open floor plan” and then fail to hear the caveat: “But I’m not sure this is the best layout for us.”

Here are some tips for active listening:

• Stay focused on the speaker. Don’t let your mind wander. Hear them out and maintain eye contact.

• Eliminate distractions. Plan your negotiation in a space where you can cut out possible interruptions. Close the door. Show your buyer that you are turning off your cell phone in order to remove that distraction.

• Don’t interrupt. Let your buyer finish her sentence. As much as you might want to jump in and offer your viewpoint or clarify an issue, wait until the person has finished.

• Disseminate facts from feelings. A fact is hard and fast, relatively immoveable; e.g., “We need to live in a good school district.” A feeling reflects a perception; “It seems like a small room.” A fact doesn’t change. A feeling can. Be clear of which one you’re dealing with so you can respond appropriately.

• Keep an open mind. Be objective. Don’t be swayed by a word or phrase that sends your thought process off into a different direction. Make a mental note to return to the point when it’s your turn to speak.

• Clarify and confirm. Make sure that you understand your customer. Ask questions when you’re not sure. And recount what you’ve just heard, to ensure that you caught the meaning that was intended: “So what I’m hearing from you is….”

You have heard it before, yet it necessitates repeating: “You were blessed with two ears and one mouth. Use them proportionately.”

About Myers…

Myers Barnes

A tactical thinker who understands the industry like no one else, Myers Barnes uses his trademark energetic style to inform, entertain, and inspire with up-to-the-minute insight. A best-selling author of six books, including the innovative playbook for success, Secrets of New Homes Sales Negotiation, Myers is an American original.

On November 4-5, 2013 in Virginia Beach, Myers will present “The Savvy Sales Managers Conference: Onsite and Online Strategies and Tools for Management Success,” as part of Myers Barnes’ New Home Sales University®. For more information visit MyersBarnes.com/Seminars.

Having information available at our fingertips is a necessity these days.  Most of us have our phone or tablet with us all the time and rely on the ability to look up, search and perform actions on these devices throughout the day.

So here’s a quick tip that some of you may not be aware of – you can create a shortcut on your smart phone or tablet home screen for any sites you frequent.  No more launching the browser and scrolling through to find the site you need!

Do you check Lasso on your iPad or iPhone?  Here’s how to create the shortcut:

1. Open up your web browser and go to mylasso.com (or any site for which you want to create a shortcut).
2. Click the “Share” button and choose “Add to Home Screen.”
3. The web shortcut will appear on your Home Screen.  You’re done and can now easily launch that site with one tap of the screen.

Create a shortcut to MyLasso.com easily on your iPhone.

Do you use an Android device?  You can do the same thing:

1. Open your browser and go to mylasso.com.
2. Choose “Create Bookmark.”
3. Go to your Home Screen and press and hold in an empty spot.
4. Add shortcut and you’re done!

Questions? Please contact support@mylasso.com.

One of our favorite webinar presenters is back! Jane Meagher, national design studio and homebuilder marketing expert, will lead a discussion on Tuesday, April 23, 2013 on the Five C’s of Influence. In this 45-minute, online workshop, Jane will demonstrate how we can leverage the following Five C’s to increase option sales in our communities.

1. Connection
2. Contribution
3. Communication
4. Color & Contour
5. Customer-Centric Course of Action

Jane Meagher, President of Success Strategies

Learn how to think more like a retailer to influence your homebuyers and lead them in the direction you want.

Jane’s vast experience in the new home and design industries as a consultant, speaker, trainer and author contributes to her engaging and informative presentation style. She is President of Success Strategies, the nation’s only full-service design studio creation, strategy and training experts. To learn more, visit www.opt4success.net.

For more information about Lasso webinars, visit us on the web, or you can register now.

Presentation Center at Parklane Homes

We love sharing our clients’ successes and this one is close to home . . . right here in Vancouver, BC.  Our client, Parklane Homes, has created a Presentation Center that is not meant to sell homes . . . that’s right, it’s not a sales center of the standard variety!  It’s a center meant to showcase the 15-year master-planned community – River District.  Parklane isn’t building homes in this area; other builders, such as Polygon Homes, are building homes.  But it is Parklane’s vision and plan that will turn this into a vibrant community.  They have an interactive model and exhibit to showcase the area and the plans, and it’s quite impressive to say the least.  The center is also home to art programs, knitting clubs, yoga classes, movie nights and story time for toddlers. They even post favourite recipes!  It truly is a community center.

We think they’ve hit the nail on the head.  They are appealing to their market by offering great services and education within a really unique environment and building a true community.  And it’s working!  They are attracting people from all over Vancouver’s Lower Mainland to promote, share and potentially buy in the area.

While we know it’s not uncommon for sales centers to hold holiday events, River District has really turned it up several notches.  Is there an opportunity for you to turn your sales center or design center into more of a learning/community center?  How about cooking classes in the design center kitchen?  Or activities not just for the current owners but potential future owners as well?

It was really no surprise at all to us that this is an award-winning presentation center, as recognized in January at the International Builders’ Show.

Visit Lasso’s Facebook page to view more pictures of our recent trip to River District.