Perception, Trust, and Building Long-Term Client Relationships (with Roberta Ravella)
- E182
- 33:24
- May 22nd 2023
On this episode of More Perfect Marketing, we explore how to build trust through marketing and develop long-term client relationships. We also learn about the importance of overcoming preconceptions, building trust through consistency, and identifying client benefits to establish credibility.
At the core of our discussion is the well known concept of "know, like, and trust," plus insights on how to build trust through marketing and successfully grow your business.
Our guest, Roberta Ravella, helps real estate agents close more clients with marketing that works.
Episode Snapshot:
1. How can a police officer's perception vary depending on cultural context?
- A police officer's perception can vary depending on cultural context due to personal biases and experiences, as well as the cultural values and expectations of the community they serve.
2. Can perception also be influenced by industry, such as real estate and finance?
- Yes, perception can be influenced by industry as different industries may have varying levels of trust or skepticism associated with them.
3. How can someone overcome preconceptions and build trust?
- Consistency and direct marketing are ways to overcome preconceptions and build trust with potential clients.
4. What is the importance of identifying and addressing specific problems and benefits that a potential client may have?
- Identifying and addressing specific problems and benefits that a potential client may have can lead to greater trust and loyalty.
5. How has mortgage sales changed from the late 90s to today?
- Mortgage sales has shifted from in-person communication to online communication via website and email, which has damaged relationships that were built in-person.
6. What is the current state of marketing for real estate agents and mortgage brokers?
- According to the speaker, most marketing for real estate agents and mortgage brokers is still generic and does not generate trust or build referrals.
7. What books taught the speaker about trust in marketing?
- The speaker learned about building trust through marketing from Perry Marshall's book and a Facebook marketing retreat, and later from Stephen Covey's book on the speed of trust.
8. What are some ways to establish credibility in marketing?
- Reviews, stories, and social proof are ways to establish credibility in marketing.
9. What is the "bleeding neck" concept, and how can it be applied to various industries?
- The "bleeding neck" concept is about how emergencies can turn strangers into saviors. It can be applied to different industries where there may be financial or time-sensitive emergencies where people need urgent assistance.
10. What is the "deep funnel" concept in marketing?
- The "deep funnel" concept in marketing refers to the buyer's journey, starting with awareness of a need and ending with a decision to purchase. Effective marketing requires tailored messaging at each stage of the buyer's journey to establish know, like, and trust with the potential customer.
Links Mentioned:
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David Baer is a veteran direct response marketer who started his career selling classical music subscriptions online at the dawn of email marketing. Since then, his copy and strategic guidance have earned his employers and clients millions in sales. Through his consulting firm, Baer On Marketing, David has served clients in industries ranging from the Arts to Wine to Professional Services and Wellness. David is also a Creative Partner with The Prepared Group and co-author of "Systematic Advisor Marketing: How Financial Advisors Can Systematically Attract, Convert, & Retain More Clients."