Presentation on leading in the Real Estate industry today and beyond... This session covers generational differences and how to communicate to bring them all together.

1. How To
Steal
Their Attention
REALTORS® - Generations and Communications
Matthew Rathbun
ABR/M, AHWD, BPOR, CDPE, CRB, ePRO, GREEN, GRI, SFR, SRS

2. The Target Audience

3. Who Are These People?

4. Seniors | GI Generation Gen X
1900-1925 1965 - 1980
Seniors | Silent Generation Gen Y
1900-1925 1980 - 2000
Baby Boomers Next Gen
1945 - 1965 2000 - Present

5. Generational Workplace Maintenance
Traditionalist Boomer Gen X Gen Yers
Too much and I’ll Required to keep Continuous and
Training The hard way
leave me expected
Collaborative &
Learning style Classroom Facilitated Independent
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
No news is good
Feedback Once per year Weekly/Daily On demand
news
Unable to work Unfathomable if not
Technology use Uncomfortable Unsure
without it provided
Part of my daily
Job changing Sets me back Sets me back Necessary
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)

6. 5
GI - Silent Generation Considerations
• 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

7. 3
Boomer 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

8. Gen X 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-Transaction
16

9. 4
Gen Y 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
• Will be an involved partner
• E-Transaction (search to close)
will be the new normal
• What else?!!!
18

10. Rewards
Traditionalists (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

11. 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

12. Realtors® By Years of Experience
<1 Year - 6%
2 Years - 4%
4% 4% 4% 3 Years - 4%
4%
6%
4 years - 4%
3%
5 Years - 5%
6-10 Years - 27%
11-15 Years - 14%
17%
26% 16-25 Years - 19%
26-39 Years - 17%
40+ - 3%
19%
14%
Source: 2012 NAR Member Profile

13. Average Annual Income
$28,700 - Sales
Associate

14. REALTORS® Spend
an Average of
$600
in Personal Development
and
$560
in Personal Promotion
Each Year
Source: 2012 NAR Member Profile

15. Firm Affiliation
59% Independent
38% Franchises
Source: 2012 NAR Membership Profile

16. Use of Social Media
Yes - 54%
No - 27%
In Future - 9%
10%
30%
60%
Source: 2012 NAR Member Profile

17. Demographics
60% of Limits
Realtors are Role
Females 72% Married
Only 5% have Real 93% Vote
Estate as first career
50%
are 2 person
Average households
combined household
income is $93,000
Source: 2012 NAR Member Profile

18. 66% of Realtors
are under 55

19. 90% Have Some Level
of College Experience

20. 100
93 92
75
Communication Tools
78
Used by Realtors
Daily
50
35
25
14
9
0 2
Email - 93% PC - 92% SmartPhone - 78%
Instant Msg - 35% Cell Phone - 14% Blogs - 9%
Podcasts - 2%
Source: NAR 2012 Member Profile

21. Your
Priority
May Not Be
Their
Priorities
48% of REALTORS
work over 60
hours per week

22. YouTube: Day Made of Glass

23. Mobile Agents

24. Crafting A Message

26. Marke&ng
is
a
Conversa&on

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

28. Ignore
The Real
World

29. Be Careful What You Ask For

30. Target Your
Audience

31. The Length
of Your
Message
Should Be
Like A Skirt -
Long Enough
To Cover
Everything,
But Short
Enough To
Remain
Interesting...

32. Capture The Heart of the Broker

33. Letting Go Is Hard To Do...

34. Take
It Off-Line,
Too!
34

35. Telling ‘em Doesn’t Count
You Have to Show ‘em?
Real Estate
marketing Engagement
Technology
Video
Clients

36. Respect “On-The-Go”

37. Don’t
Get In
The Agents
Way

38. Listen
First
38

39. Building
A
Tribe

40. Resources
Must Be
Easy To
Access

41. “Right NOW”
Learning and Access

42. 42

44. Getting Their Attention

45. Become A Disruption

46. Don’t Strangle
Creativity

47. Communications Tool Box

48. What’s Tuesday - Video Editing
Next
Next Monday - YouTube
Next Wed. - Socializing
Video
Why Video
Always Be Selling... The Next Opportunity

49. Huge Viewership | Simple | FREE

50. Video Library

52. Video Once - Teach Once
Guest Speakers | Recruitment Shorts | Teasers | Promos

53. Blogging: Recruitment and Retentions
Multi-Author Approach
Writing for Agents and Consumers
Pace RSS is your Friend
Forum based tool for agents
Budgets 53

54. Groups |
Business Page
54

55. Events
55

56. HootSuite.com
56

58. .com

59. Idea Flight For iPad

60. 60

62. Let’s Meet Online

63. hangouts

64. EventBrite.com
64

65. Groups

67. SlideShare.com

68. SlyDial.com

69. .com

71. 71

72. 72

73. Building The Plan

74. Class Participation
Define Your

75. 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

76. Target Mission
Funding
Core
Purpose
Schedule
Rules
Resources

77. The key is in not spending
time, but in investing it.
~Stephen R. Covey

78. GETTING THEM IN
There

79. Choosing The
Collaborators

80. 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

81. Seminars

82. Tech-Fatigue

83. Green’ing The Process

84. How will
you
respond
when I
Want
My
Jet-Pack!

85. MRIS|Case Study
85

87. www.MRISBlog.com

91. With Great Numbers,
Comes Great Responsibility

96. Humanized Message
Rewards
Put the Conversation on Users Turf
Created Transparency
Resolved Conflict
Created an Environment

97. Resources

98. Book Recommendations

100. www.TheAgentTrainer.com
matthew@realtor.com
Facebook.com/mattrathbun
@mattrathbun
YouTube.com/MattRathbun1