Author: Kerrie Kennedy

How to reset your brand in a post-pandemic environment

Kerrie Kennedy Leave a comment

Between lockdowns, civil unrest, a recession and rising unemployment, 2020 has been a difficult year to say the least. But moments of great tragedy can also provide opportunities to hit the reset button.

And for many real estate professionals, that means it’s time to rethink their marketing messages and re-introduce themselves to clients in a post-pandemic world.

The new normal is here, but what should the message be? According to a recent study from market research company GfK, more than half of U.S. consumers polled — 55% — say brands will need to adopt a new set of concerns and messages in a post-COVID-19 world.

But another set of respondents — 45% — felt that companies should return to pre-coronavirus themes “as soon as possible” to help consumers forget that the COVID-19 crisis happened.

So, where does that leave your brand?

“Our research shows that brands need to tread cautiously in this new phase, somehow addressing a very divided consumer public – some who might want to pretend that the virus never happened, and others who see it as a transition to a new world,” said GfK Director of Global Consumer Trends Stacy Bereck in a press release accompanying the findings. “With the world continuing to shift on an almost weekly basis, transformed by the virus and nationwide protests and outrage, companies need to monitor consumers’ changing concerns and needs even more closely.”

While it might sound a little like stepping into a minefield, there are ways to navigate these tricky times. And it starts and ends with knowing your brand — and your clients.

According to the study, Americans from different circumstances have different feelings about appropriate post-COVID messaging. Close to 60% of those with children under age 3 favored a return to pre-virus messaging, compared to just 34% of those who have no kids. And while more than 60% of women said they think brands should behave as if the post-virus world is completely different, men were split 50-50 between forward-looking and nostalgic messaging.

While both groups put a high priority on themes around price controls for key items (such as hand sanitizers, masks and toilet paper) consumers who think we should return to earlier themes are more likely to favor communications around brand innovation, promotions and general product information. But consumers who feel it’s important to recognize that the world is different now would prefer to see messaging about protecting the health of consumers and employees.

“If you’re an agent who serves the 55-plus demographic, you need to be able to adapt and update your skills digitally,” said Mike Cuevas, founder of realestatemarketingdude.com. But being able to present and show virtually are key no matter what the demographic, he added. “COVID has changed the way we present, and the way people see properties. And they won’t really see properties now unless they’re interested.”

And getting them interested is all about the type of content you provide. “Focus on solving problems, not selling services. The message shouldn’t always be about real estate. Think of yourself as a community resource,” Cuevas said. Agents whose clients include lots of young families could offer a list of daycare options. Other ideas include providing a list of local restaurants that offer takeout or are open for dining.

Agents should also think about helping out the communities they serve in hands on ways. “There’s a huge opportunity right now to generate a ton of attention around your brand by taking part in helping our communities,” Cuevas said. “Get behind efforts to help out small businesses [that have been impacted by COVID-19 or protests].”

And with fewer in-person meetings on agendas, video content has never been more important. “You can’t shake hands anymore,” Cuevas said. “This is how you market yourself. Content is what converts the consumer.”

While your content should reflect your own personal expertise, it should also shine a light on who you are as a person. “It’s all about just connecting right now,” Cuevas said.  “The biggest mistake I see agents making is they use content to try to sell. That’s a mistake. Focus on attention versus sales and you win every time.”

How to make virtual meetings and events more engaging and inclusive

Kerrie Kennedy Leave a comment

They were a novelty at first, but now that we’re used to them, it’s clear there are some serious drawbacks to Zoom and other digital meeting platforms. One person’s audio isn’t working, another has a screaming child or barking dog in the background, and others are clearly not paying attention, unless of course the meeting is interrupted by a Zoombomber.

Another problem is that it can be hard to read the virtual room. With fewer nonverbal clues, people often talk over each other. A 2019 Women in the Workplace report created by McKinsey and LeanIn.org found that 50% of women surveyed had experienced being interrupted or spoken over during a workplace meeting. Digital meeting platforms have likely made the situation worse, allowing workplace bullies to hide behind their screens.

But with some workplaces going permanently remote, it looks like Zoom, Skype and Google Hangouts are here to stay. Luckily, there are ways to make virtual meetings more entertaining, compelling and equitable, according to Creative Impact Group President Joanne Brooks, whose company stages corporate events such as trade shows, product launch celebrations, team building exercises, and lately, virtual meetings. Brooks offered the following tips for agents looking to think outside the “Brady Bunch” Zoom box to create a memorable virtual event.

  • Plan ahead. Create an agenda and share it prior to the meeting, but don’t stop there. Have a plan in place in case the meeting — or any participant — goes off on a tangent. Knowing how to bring it back on track is key to keeping participants involved while avoiding dead air or a loss on engagement.
  • Build inclusive interaction. Attendees will get the most out of your meeting if they are able to participate before, during and after the meeting. Find out what participants want to discuss beforehand, organize breakout groups to give attendees the chance to interact and discuss topics at hand, and follow up with relevant resources afterward.
  • Take breaks. Attention spans are even shorter in a virtual setting, according to Brooks, so it’s important to give audience members time to process all the information you’re giving them. The venue may be virtual, but attendees can still move around their space. Incorporate physical movement — even elements of yoga — to retain concentration and focus during a long meeting.
  • Bring in some talent. For a special virtual event, surprise guests by bringing in a comedian, local celebrity or important figure in your company to moderate the meeting. Give attendees a chance to ask questions and interact, something they can’t get from watching a recording. Other ideas to engage stressed out clients or associates include hosting an interactive cooking demo or a virtual fitness training session.
  • Hit them up with treats. Not everything has to be virtual, said Brooks. She suggested mailing packages with branded items ahead of the meeting or delivering lunch to participants’ homes, a memorable way to thank attendees for their time and engagement.
  • Rehearse. Treat a large virtual event like any other involved production you might undertake and give it a dry run ahead of time. Make sure your content is polished, technology is working, and key players are on script.

If you’re looking to work optimally from home, our article on productivity habits has you covered. If you’re looking for other ways to adapt to the new landscape created by COVID-19, read our post on staging for the post-coronavirus era.