Builders Unite for Social Media and Internet Training
This week was the first in the Social Media Boot Camp series and OSC University. It was a blast! We had over 75 attendees at the sessions. It was my goal to create an active environment where we could come together not only to talk about best practices and how to execute, but also to network and learn from others in the industry.
This was a phenomenal kick-off and I look forward to the other 16 live training courses.
For those of you who still want to get involved, don’t worry – the first live events are recorded and will be available for review. You can view the details of the upcoming courses along with the dates here Social Media Boot Camp » and OSC University »
If you want to peak behind the curtain – check out the tweet streams on Twitter here:
Tweet Stream – Social Media Boot Camp »
Tweet Stream – OSC University »
Also, a few of the attendees have sent their takeaways from the first live training events. Take a moment to see what they have to say. Leah Kaiz even wrote a blog about it here »
Social Media Boot Camp
Great job, I think you are providing a valuable service to home builders, especially those who haven’t yet started using Social Media.
Various tidbits that I think were valuable were:
- Don’t be afraid to start, it’s not that scary
- Start slow, get a feel for things, you can always build as you go
- Don’t get overwhelmed that there are 100’s of social sites, just start with the biggies (Facebook, Twitter, YouTube)
- Energize your base, start by connecting with your existing customers and Realtors (maybe send emails to invite them to join your social sites)
- Don’t spam with marketing messages, share valuable content (industry news, news about the economy, tax credit info, green building, charitable efforts)
- If you give a lot of valuable content, then it’s ok to slip in a little self-promotion here and there, still make it valuable though (Grand Openings, fun events, special incentives)
- Realize that your ROI is going to be different than traditional marketing channels (focus on building brand, awareness, building a community, interactions … etc)
Josh Fredrickson – Pulte – @pulte
At Mike Lyon’s Social Media Boot Camp I gained perspective on how to successfully engage with others via social media tools and confirmed my philosophy that social media is a communication tool, not a sales tool, best done in conjunction with a well rounded and diversified marketing plan.
Erik Cofield, CGA, Vice President – BuildTopia – @buildtopia
I enjoyed the session. In the past, other conference call courses were mixed topics which turned out to be a waste of time.
Your class was very informative. Obviously, the new social media is the place to be. We are starting to get on board. All the comments were right on the mark with our company requirements.
Dinah King – M/I Homes – Internet Marketing Consultant
OSC University
It was so refreshing to be in a "room" of people who totally understand my job, do it every day, and can stretch my imagination on better ways to do it. I learned that I’m not alone in some of the barriers I come up against in trying to do the best job I can, and I learned (well I knew) that there is always so much more to learn when perfecting your skills in anything. (Until you can hit 100% there’s always room for improvement!)
Hey and if you haven’t already done so, take a look at my blog about the class yesterday. http://leahkaiz.blogspot.com/
Leah Kaiz – Chesapeake Homes – Online Sales Counselor
Awesome call today, although my head is spinning because I’m discovering so many areas for improvement in our online sales counselor program! Worth the price of the entire series already. I can’t wait for the next call. Thanks!
Kathleen Murphy – Marketing Director – Peachtree Residential – @peachtreeres
I am so glad I signed up for your course! Being the sole OSC for my division, I find my role sometimes rather isolating so it’s important for me to stay motivated and up-to-date on best practices in an ever-changing market. Your course certainly provides that opportunity for me.
I was especially impressed with the gathering of other seasoned professionals and gleaned a lot of valuable feedback and insight from each of them. I am very much looking forward to your future classes.
Claudine Koh, CSP – Online Consultant – Standard Pacific Homes
Does Your Social Media Content Suck?
With plenty of builders jumping into social media, the question I have been getting a lot lately is, "What now?” So you have your Twitter account with 100’s of followers, your Facebook page with fans and a blog ready for posting. That’s all good, but now you have to come up with content. I have had numerous conversations and questions while presenting in seminars regarding, "What kind of content should we be posting and where do we come up with the content?”
Before we explore that – let’s just make sure we review one important aspect. Social media/networking/marketing – whatever you want to call it is a two way conversation. It is a dialogue, not a monologue. So if you are trying to take the same methods used in other marketing sources and cram them into the social media box – you might as well quit while you’re ahead. This is a whole new ballgame – the rules are completely different. This is why it is hard to find builders who are doing a good job.
Also – let’s quickly talk about what NOT to do. It’s not all about you. We know you build homes, we know you have homes for sale, we know you are the best…tell the audience something else. Give them something of value – something they might want to pass along. I will venture to say – the audience doesn’t care as much about the "home of the day" as you do. Again, if the higher ups, owners of the company look at your efforts and say, "We need to talk more about us.” they may not be cut out for social media.
Ultimately, your goal is to connect with the right people and establish yourself/company as the thought leader in a specific area. Ask yourself what those areas are – this is where your content will come from.
Real Estate – You are a builder, watching the numbers, market data, permits, sales. Post content about that. What is happening in the local real estate market that is interesting? What would realtors like to know about? Create content related to that.
Local Economy – The housing industry is heavily dependent on jobs and the local economy. Report on good news that affects your town/county. Highlight the uniqueness of your city and the development that is occurring. Give a preview of what is going to be developing next in your town.
Green building - Green is hot right now, a large majority of builders are either Energy Star certified or use a lot of Energy Star products. Heck, you might even be LEED certified. Position yourself as the authoritative figure on green building. Show people the difference and how much they can save going green. Talk about new products, get people excited to be part of this trend.
First Time Buyers – They compose a high percentage of those buying right now, and they need to be educated on the process. Show them why they need to "fire their Landlord" and start paying themselves. Keep in mind; they are also the most active on the social media platforms.
Financing - Right now financing is a HUGE issue and one of the best closing tools. Share financing data and statistics on the national and local level. Become the financing expert and break the data down so the average buyer can understand. Record low interest rates, the $8,000 tax credit, people need to know now is the time to buy!
Local Events - Share local events and happenings around the area that make your community a fun place to live. Everyone wants to be in on the fun, so share that with the world. A blog post I did recently for a builder that got the most hits and traffic was on the local Home & Garden Show.
School District – As you well know, one of the largest factors in the location and choice of a new home and community is the school district. Share info on the schools like reports, events and issues that the parents will appreciate knowing.
Feature Your Employees - This is a fantastic way to talk about your people and what they do for the company without selling. Again, through the social aspect of this new media – it gives the customer a chance to get to know you better.
Talk About You - Yes, it is actually ok to talk about yourself. But do it right. Talk about the things that are newsworthy. Awards, Community Openings, Events, Sponsorships, mentions in the news…you get the idea. Just don’t tell your audience over and over that you are a builder and they need to buy a house.
These are just a few ideas to get you started on finding the right content for these platforms. Remember, you also need to engage. Comment on other blogs, retweet good info and engage in a conversation. Ultimately, it is about connecting with others.
Your New “Web 2.0″ Script
I had an interesting experience last Sunday. I was volunteering for the Parade of Homes with my favorite home builder in Tulsa, Simmons Homes (I am biased, I consult with them as well) when Zach and Amanda came in. They had just signed their contract to build a brand new home and were very excited. They wanted to tour the model home I was manning to get some ideas and I struck up a conversation. Come to find out, they were perfect examples of first-time buyers taking advantage of the tax credit. Not only that, they are also getting married right before they move into their brand new home. It is a pretty cool story.
So, thinking about how to capture the moment – I asked if I could go over a few questions with them and record their response (the new iPhone 3 GS – should be standard issue for all sales executives). (You can see the results below – which we uploaded onto Simmons Homes Youtube account, published it on Simmon’s Facebook page and then tweeted out the message.)
After they had agreed their video could be posted online, I asked another question…
“Are you on Facebook?”
Amanda replied emphatically – “Yes, I am on Facebook all the time!”
I asked the next logical question, “Are you a fan of Simmons Homes yet?” – To which she replied, “No, I didn’t know you had a page – but I will be now.”
And here is where it got fun. I asked “Hey, would you mind, as you take pictures of your home and share them with your friends and family, would you also share them on the Simmons Homes wall?” She loved the idea and said, “Of course I will, that is a great idea – we are so excited!”
It is also worth noting – the sales executive that had sold the house hadn’t introduced this new “web 2.0″ script yet. This is a great way to stay engaged with the customer and also encourage them to spread the word for you. A builder doing a good job should be able to track 20-30% of their sales from WOMM – or word of mouth marketing. Social media allows for this to happen faster and to reach more people than ever before.
How can you ask your customers to engage with your company?
Just Released – New Online Training for Home Builders
I am pleased to announce three new training series! Take advantage of this on-demand training right now to enhance your selling abilities. This collaborative learning experience will keep you operating at peak performance. If you are serious about your career, this training is just what you have been looking for.
Leave a comment and help fine tune the content “What questions would you like answered/addressed?”
Social Media Boot Camp |
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Are you searching for answers on social media such as Twitter, Facebook, YouTube, and LinkedIn? Now is your chance to take part in the home building industry’s first Social Media Boot Camp series. This live virtual training, specially developed for individual sales executives or those who work for home builders, will teach you how to create a powerful social media strategy. Learn More » |
Internet Sales Strategy |
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New home sales executives…NOW is your time to become an internet selling rock star. New media and new technology is a game changer in the sales process. In this series, learn how consumer buying habits and preferences have changed and what you can do to connect in new ways. Explore new avenues of lead generation and prospect management to give you the juice to take your sales to the next level. Learn More » |
OSC University |
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Are you looking for powerful strategies to implement or enhance the Online Sales Counselor (OSC) position? Take part in live virtual training sessions that come directly from my experience in the trenches, along with best practices utilized by homebuilders across the nation. Learn More » |
Guest Blog: Sell Your Music
By Steve McAuliffe, MIRM, CSP
How many of you have seen the movie Rocky? Were you motivated? Did it make you feel good? Would you have been as motivated if there was no music?
Music plays a big part in our lives. Relaxing, Soothing, Motivating, Energizing. It reminds you of the good times, good friends, and beautiful places.
It comes in all forms, from classical to hip-hop to electronic, and effects each of us in different ways.
Any time a new community or neighborhood is about to be announced there is a lot of new information to digest and share with your potential buyers. Let’s be reasonable. You can’t learn everything overnight and even if you did, you wouldn’t have the time to formulate the information in to a concise and meaningful presentation.
That leaves us with our Music! People will buy your music before your words. What they are really listening to is your excitement, your belief, and your conviction level.
And this is true whether you are at the beginning or end of a project. Whether you are a hostess, secretary, sales professional, design coordinator, receptionist, or manager.
It’s your unique brand of enthusiasm. It’s a burning desire from within that people want to be a part of.
When you walk into a room you either brighten it or dim it. If you brighten the room, that’s part of this desire that is burning within you. People see it. They want to be a part of it. People are looking for someone to believe in… someone that believes in them. It comes down to just becoming aware. Keep your awareness level up and be aware of the energy you are portraying. I can’t emphasize this enough. Successful people are defined by their music, by their energy, and by the enthusiasm they show. I’m not saying to go overboard and become giddy. I’m talking about the ability to simply portray a relevant message.
Successful people do what unsuccessful people are not willing to do. Successful people live out of their comfort zone. Successful people play where the opportunity is.
Some of the wealthiest people in our industry stay intelligently ignorant. What I mean by that is they don’t get caught up in all the latest sales technique fads and concepts that are constantly being lobbed at them. Focus on your music, the rest will come.
Time For Band Camp!
Steve McAuliffe, MIRM, CSP, is Vice-President of Sales and Marketing for JMC Communities in St. Petersburg, Florida. He is past-president of the Contractors and Builders Association of Pinellas County, life director of the Tampa Bay Builders Association, director of both NAHB and FHBA, and licensed Florida Real Estate Broker (president of JMC Realty, Inc.). Steve served on both the IRM and NSMC Board of Trustees and served as chair of the MIRM Designation Promotion Committee for two years. A past SMC chair for FHBA and CBA, he has received NSMC Silver Marketing Director of the Year and MAME recognition over the years along with the John P. Hall Award at the 2003 SEBC.
www.jmcdev.com, www.twitter.com/SteveMcAuliffe and www.SteveMcAuliffe.wordpress.com
