When your marketing is about giving back, you always win.
In my consulting practice in Real estate webmasters, I teach compensation as a marketing strategy. This strategy has many fantastic benefits when it comes to real estate marketing. When I review the list with my brokerage clients and agents, there always comes that “aha” moment: the moment when they realize how powerful this strategy can be.
When discussing the strategy of giving back, I always start with the personal side of things: “It feels good,” “we have more than we need,” “many need help,” and “it's the right thing to do.” It is essential to understand that regardless of the marketing outcome of the strategy, you will have already won just by getting started.
However, I am a marketing consultant and this strategy goes far beyond feeling good or doing good. This strategy generates significant results in the areas of:
- Link building, which is necessary for SEO.
- Reputation management and building your local credibility.
- Social citation (shares, likes, comments, engagement).
- Real Transactions: Customers will want to do business with you because they saw your charitable work.
- Recruiting: Agents want to join a brokerage that does good for the community.
- Retention: Keep your best agents when they are proud of where they work.
Rob Thomson: an example of a true humanitarian
Very few agents I work with have adopted this philosophy of giving back as a marketing strategy better or in a more meaningful way than Rob Thomson of Beachfront Properties and Club Communities.
Rob was recently named Humanitarian of the year by the Florida Realtors® association. She earned the honor for her work with Big Dog Ranch, a charity that works to pair veterans suffering from PTSD with service dogs. The service is unique because it not only helps veterans, but also helps previously unwanted dogs be trained and find forever homes.