How ToStealTheir AttentionREALTORS® - Generations and Communications

Matthew RathbunABR/M, AHWD, BPOR, CDPE, CRB, ePRO, GREEN, GRI, SFR, SRS

The Target Audience

Who Are These People?

Seniors | GI Generation1900-1925

Seniors | Silent Generation1900-1925

Baby Boomers1945 - 1965

Gen X1965 - 1980

Next Gen2000 - Present

Gen Y1980 - 2000

Traditionalist Boomer Gen X Gen Yers

Training The hard way Too much and I’ll leave

Required to keep me

Continuous and expected

Learning style Classroom Facilitated Independent Collaborative & networked

Communications style Top down Guarded Hub & Spoke Collaborative

Problem-solving Hierarchical Horizontal Independent Collaborative

Decision-making Seeks approval Team informed Team included Team decided

Leadership style Command & control Get out of the way Coach Partner

Feedback No news is good news Once per year Weekly/Daily On demand

Technology use Uncomfortable Unsure Unable to work without it

Unfathomable if not provided

Job changing Sets me back Sets me back Necessary Part of my daily routine

Source: Lynne C. Lancaster and David Stillman. When Generations Collide:Who They Are. Why They Clash. How To Solve the Generational Puzzle at Work (HarperBusiness, 2002)

Generational Workplace Maintenance

• Address by Mr./Mrs. Unless authorized

• Respects process, procedure, laws, specialists, designations; experience, stability

• Verify preferred method of communication

• Appreciates personal touches

• Very loyal

• Use larger type fonts

• May have more time

• Requires patience

5GI - Silent Generation Considerations

• Custom marketing uniquely prepared for them

• May not appreciate your value

• Include Resumes, Designations & Experience

• Communications must be in color with larger type

• High Maintenance – Constant Attention

• Probably uses email

• Time is precious

• Limited Loyalty

• Income Rich, cash poor

3Boomer Generation Considerations

• Expect technology savvy professionals, online presence with rich content and easy to use

• Expect a packaged solution with high-caliber skills and advocacy

• Will be your business partner

• Email and texting preferred

• Use smart phones w/ mobile apps, QR codes

• Will be loyal if they choose you

• High Expectations

• E-Transaction16

Gen X Generation Considerations

• GenY and NextGen+ are very comfortable in a virtual environment and global community

• Buy-in will not be restricted by domestic boundaries; crossing a threshold may not be necessary to make a decision; property portals will include all decision points

18

4Gen Y Generation Considerations

• Will be an involved partner

• E-Transaction (search to close) will be the new normal

• What else?!!!

RewardsTraditionalists (GI / Silent Generation)

“Support me in shifting the balance.”

Baby Boomers“Help me balance everyone else and find meaning myself.”

Gen Xers“Give me balance now, not when I’m sixty-five.”

Gen Yers“Work isn’t everything, I need flexibility so I can balance all my activities.”

Source: When Generations Collide - Lancaster & Stillman

3 Benefits of Multi-Generational Teams

Active engagement  –  reduces  the  risk  of  group  think  by  encouraging   dynamic   thinking   whereby   everyone   openly  ques:ons  and  validates  the  team’s  thought  process.

Increased innovation and creativity  –  a  diverse  mix  of  perspec:ves  will  foster  new  ways  of  looking  at  solu:ons  and   opportuni:es   giving   your   organiza:on   a   compe::ve  advantage.

Built-in mentoring –   prac:cal   way   to   fill   skill   gaps;  inexperienced  members  learn  how  to  avoid  “old  mistakes”  and  make   new   ones,   experienced  members   learn   how   to  envision  solu:ons  outside  their  comfort  zone

6%4% 4% 4%

4%

26%

14%

19%

17%

3%

Realtors® By Years of Experience

Source: 2012 NAR Member Profile

<1 Year - 6%2 Years - 4%3 Years - 4%4 years - 4%5 Years - 5%6-10 Years - 27%11-15 Years - 14%16-25 Years - 19%26-39 Years - 17%40+ - 3%

$28,700 - Sales Associate

Average Annual Income

REALTORS® Spendan Average of

in Personal Development

Each Year

$600

Source: 2012 NAR Member Profile

and

$560in Personal Promotion

59% Independent 38% Franchises

Source: 2012 NAR Membership Profile

Firm Affiliation

60%

30%

10%

Yes - 54%No - 27%In Future - 9%

Use of Social Media

Source: 2012 NAR Member Profile

Demographics60% of

Realtors are Females 72% Married

Only 5% have Real Estate as first career

Average combined household income is $93,000

93% Vote

Limits Role

50% are 2 person households

Source: 2012 NAR Member Profile

66% of Realtors are under 55

90% Have Some Levelof College Experience

0

25

50

75

100

2

914

35

78

9293

Email - 93% PC - 92% SmartPhone - 78%Instant Msg - 35% Cell Phone - 14% Blogs - 9%Podcasts - 2%

Communication Tools Used by Realtors

Daily

Source: NAR 2012 Member Profile

Your Priority

May Not Be Their

Priorities

48% of REALTORS work over 60

hours per week

YouTube: Day Made of Glass

Mobile Agents

Crafting A Message

Marke&ng  is  a  Conversa&on

“Selling to people who actually want to hear from you is more effective than interrupting strangers who don't,”

-Seth Godin

IgnoreThe RealWorld

Be Careful What You Ask For

Target YourAudience

The Length of Your Message

Should Be Like A Skirt - Long Enough

To Cover Everything, But Short Enough To

Remain Interesting...

Capture The Heart of the Broker

Letting Go Is Hard To Do...

34

TakeIt Off-Line,

Too!

Telling ‘em Doesn’t CountYou Have to Show ‘em?Technology

Engagementmarketing

Clients

Real Estate

Video

Respect “On-The-Go”

Get InDon’t

WayThe Agents

ListenFirst

38

BuildingA

Tribe

Resources Must Be

Easy To Access

“Right NOW”Learning and Access

42

Getting Their Attention

Become A Disruption

Don’t StrangleCreativity

Communications Tool Box

What’sNext

Tuesday - Video EditingNext Monday - YouTubeNext Wed. - Socializing

Video

Why Video

Always Be Selling... The Next Opportunity

Huge Viewership | Simple | FREE

Vid

eo L

ibrary

Video Once - Teach OnceGuest Speakers | Recruitment Shorts | Teasers | Promos

Blogging: Recruitment and Retentions

53

Multi-Author Approach

Writing for Agents and Consumers

Forum based tool for agents

Pace RSS is your Friend

Budgets

54

Groups | Business Page

55

Events

56

HootSuite.com

.com

Idea Flight For iPad

60

Let’s Meet Online

hangouts

EventBrite.com

64

Groups

SlideShare.com

SlyDial.com

.com

71

72

Building The Plan

Class Participation

Define Your

Create A Marketing Plan

•Invest A Percentage of your Income

•Identify Effective Manual & Online Tools

•Analyze The Expected ROI

•Invest Monthly For Continuity

•Track Your Results

CorePurpose

Target Mission

Rules

Funding

Schedule

Resources

The key is in not spending time, but in investing it.

~Stephen R. Covey

GETTING THEM IN There

Choosing The Collaborators

Measured Engagement• 1 to 15 Rule

• Keep it Positive!

• Spend about 20 minutes a day engaging others

• Spend about 20 minutes a day creating

• Don’t chase every tool

80

Seminars

Tech-Fatigue

Green’ing The Process

How will you

respond when IWant My

Jet-Pack!

MRIS|Case Study

85

www.MRISBlog.com

With Great Numbers, Comes Great Responsibility

Re

wa

rds

Humanized Message

Put the Conversation on Users Turf

Created Transparency

Resolved Conflict

Created an Environment

Resources

Book Recommendations

Facebook.com/mattrathbun

@mattrathbun

matthew@realtor.com

www.TheAgentTrainer.com

YouTube.com/MattRathbun1