April 30 2019
Let's start with the acronym "CRM." Do you define it has "Contact Relationship Management" or "Customer Relationship Management"?
Here's what I call it: "Customer Relationship Marketing." Having a list of names with phone numbers and email addresses is not a CRM, it's a phone book—and in many cases, an outdated phone book.
If you want to move from Contact Relationship Management to Customer Relationship Marketing, you need to both understand and practice the four Cs and the three Fs.
Now let's look at the other side of the ledger, the three Fs. When I am on a plane, many times the person next to me wants to break the ice with, What do you do for a living? Last thing I want to tell them is that I support the real estate industry. Why? Too many times I hear from the public that their agents just wanted their commission check. "We were getting along great, and I thought we were friends until they got paid and then were gone."
Here are the three Fs:
If you are not currently following the four Cs, you need to—quickly! Most professionals I deal with adhere to the four Cs. I have had followers or the three Fs in my life who only wanted what they could get out of me use me, abuse me then toss me aside. When I see them at functions, I can tell they are very uncomfortable. But you know what? I'm NOT!
Dick Betts is the National Director of Seminars, New Home Co-Broker Academy. Learn more at www.DickBetts.com.