-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
1/34
NewWaysToBuildTrustandIn4luence
inRealEstateService
MaitaH.SiquijorMember,PAREB-Mun9nlupaRealEstateBoard
PrincipalBroker,LaMaisoneeManila,Inc.
[email protected]
h"p://www.residencesmanila.com
h"p://www.condoinmanila.com
h"p://www.estateclass.com
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
2/34
PresentationObjectives
Toidentifythetypesoftrustinbusinessrelationships
Toidentifytheclassicandnewenvironmentswheretrustandin4luencearefosteredasappliedtotheRealEstate
Service
Topresentnewapproachestogrowingtrustandin4luenceonlineandof4line
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
3/34
TheCurrenciesofProfessionalBusiness
ThePROrealestatebrokerisanAGENToftrustandin9luence
Trustagentsarenon-salesoriented,non-high
pressuremarketers. Moreinterestedin
PEOPLE(prospectivecustomers,employees,colleagues),andusetoolsandmethodsthatcommunicateunderstandingofandempathywithcustomersneeds.
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
4/34
Exercise
Looktothepersonbesideyou,introduceyourselfw/asmile.
Considerifyouhaveknownorhaveheard
aboutthispersonpriortotheconference.
Askhim/her,Wouldyouliketoco-brokermylisting?
Question:On9irstimpression,doyouthinkyoudliketoworkwiththisco-broker?
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
5/34
TheCurrenciesof
ProfessionalBusiness
TrustDefn:Theexpectationthatanactor
(1)Canbereliedontoful9illobligations
(2)willbehaveinapredictablemanner,and
(3)willactandnegotiatefairlywhenthe
opportunityarises.
Levelofuncertaintyandriskmustbe
presentfortheretobeaneedfortrust
FromFurman,SusannePhd.BuildingTrust--h"p://www.usability.gov/arCcles/092009news.html#familiarity;(Zaheeretal.(1998))
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
6/34
TrustandFamiliarity
Theremustbeasenseoffamiliaritywiththeotherpartyfortrusttogrow.Familiarity,asa
precursortotrust,isapersonsunderstandingof
anotherspastactionsorsituationandhelpspeople
reduceuncertainty.
Luhmann(1979),TrustandPower,ascitedinh"p://www.usability.gov/arCcles/092009news.html#familiarity
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
7/34
TheCurrenciesofProfessional
Business
In4luenceThepowerorabilitytoaffect
someone'sbeliefsoractions,aperson
orthingwithsuchabilityorpower,thepowerarisingoutofstatus,contacts,orwealthandthepowertoproducea
physicalchange.
Translation?Powertomakethingshappen.
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
8/34
TwoBasicLevelsofTrust
Personaltrust
Competencetrustreferstoeachpartygatheringinformationonpasttransactions
withwhichtheycanevaluatetheother
partnerstrustworthiness,skill,knowledge
andreputation.
Socialtrustreferstothein9luenceofsocialnorms,religion,andpersonalbonds.
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
9/34
25WaystoEarnCustomerTrust
h"p://www.socialmediaexplorer.com/digital-markeCng/25-simple-ways-to-earn-trust/
1. Bepolite2. Dressneatly3. Smile4. Shakehandsfirmly5.
Hugifappropriate6. Illustrateyourknowledge7. Makeeyecontact8.
Speakclearly9.
Shareideas,contentandpraise10.BeposiCve11.Askhowtheyaredoing12.Knowwhentoshutup13.UseaclearanddisCncCve
avatar
14.Talkabouteverythingbutyoumostofthe9me
15.Beconfidentyourproductorserviceisvaluable16.Makeiteasyforpeopletobuy,
butalsotoreturn
17.Saypleasethankyouandexcuseme
18.Admitwhenyourewrong19.Dontgloatwhenyoureright20.Holdthedoororelevatorfor
someoneelse
21.Paya"enContothosetalkingtoyou
22.Dontgossip23.Beopenminded24.Respecttheirrighttonot
answeroragree
25.Doallofthatconsistently
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
10/34
ClassicTraitsofaTrustworthyPerson
Loyalty Accessibility Integrity ConsistencyOfBehavior Competence
Reliability Fairness Predictability Commitment
Goodwill(FromArgandona1999)
Suchattributesoftheprospectivepartnerhelpassureusthatthattheywillbeabletodothework,becountedontoholduptheirpartofthedeal,workconsistently,andcontributetothegoodoftherelationship.
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
11/34
TheCustomerSpeaks
--Clienttes9monial:Anunsolicitedemailfromahappycustomersenttoadevelopersservicerepresenta9ve,May2012
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
12/34
TwoBasicLevelsofTrust
TrustintheInstitution
Trustinanorganizationsformalsocialstructures,
whichareusuallybackedbysanctions,norms,
businesscontracts,andimplementationofsuch
normsandguidelinesintheindustry.
Theinstitutionoffersitsmemberssafetywhile
operatinginitsjurisdiction,andsecurityinteracting
withpartieswholikewiseobservetherules.Accessibilityisnotonlyphysicalaccessbut
transparencyindealings,meaningreasonableaccess
toinformationbetweenparties.
L l B d A F l
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
13/34
LocalBoardsAreFamiliar
withTheirImmediate
Communities
h"p:/
/www.rplmx.com
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
14/34
PAREBRPMLXforListings
Exchange Licensed
Brokers
FromMemberBoards
Listingsaredeemedreal/currentor
veri9iableby
partyofferingit.
Membershaverecourse&
immediate
feedback
mechanismsto
maintainfair
practice.
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
15/34
ClassicNetworkingActivities
forBuildingTrust RegularmonthlymeeCngswithclients
Highschool/universityclassreunions
Monthlycarclubmeet,biblestudygroup,mastermindinggroups
WeeklyMLSmeeCngsforlisCngsexchange
One-on-oneconversaConsandconsultaCons
One-to-onecorrespondenceforlong-distancerelaConships
LeafleCng,coldcanvassing,sendingbirthdaycards*Keys:Conversa.on,rela.onships,andinforma.onexchange
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
16/34
VirtualEnvironments
ExtendSocialLife&Service ComputerandMobileEnvironments:
Extendabilitytoengagemembersinyourcommunity
Distributeinfotopromotelists,butalsocontributeknowledge
tothecommunity
Engageconsistentlywithfriends&customers(text,FB,Twitter)
Getquickfeedbackdirectfromaccountholder
Establishquicktrustwithrelativestrangers Drawback:Lossofprivacy
Extendthepotentialtoservecustomers2/7
Brokerageandsalesactivitiescanbeautomatedandavailable
24/7
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
17/34
VenuesforEngagingin
SocialandBusinessConversation
Face-to-face
Websites,Blogsites
Onlineommunity&
SocialNetworkingFB,Pinterest,
LinkedIn,Twi"er
hat
Video
EmailSMS
lassic
Technology-mediated
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
18/34
SocialNetworkandPrivateSpaces
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
19/34
NewWaysToBuildTrustandIn4luence
forYourRealEstateService
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
20/34
BecomingATrustAgent
TrustAgent(Brogan):1. Knowshowtoleveragethe
toolsoftheWeb,educatedbytheirownexperiences
2.
Learnsbytrying,andisnotafraidtoexperimentwithnewapplicaConsordevices
AnyonewhowantstousetheWebtohumanizethebusiness.
Itsnotaboutthecomplexityofthetechnologytheyuse,buthowtheyuseittoamplifygood&understandunknowns.
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
21/34
BecomingATrustAgent
6MovesofTrustAgents
1. Makeyourowngamebewillingtotakerisksandbreakfromthecrowd
2.
BeOneofUsbepartofthecommunitybydoingyourbitandcontribuCngtoit
3. TheArchimedesEffectleverageyourownstrengthswisely
4.
AgentZeroposiConyourselfatthecenterbyconnecCngpeopleandgroups
5.
HumanAr9stlearnhowtoworkwithpeople;helpothersandbeconscienCousofeCque"e
6. BuildanArmyyouneedalliestohelpspreadyourideas
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
22/34
BecomingATrustAgent
1. Makeyourowngamebewillingtotakerisksand
breakfromthecrowd
Innovate,dothingsdifferently.
Knowtherulesbeforeyoubendthem.
Usejudgmenttoknowwhento
playinthesystemoroutofit.
Brogan&Smith(2009),TrustAgents:UsingtheWebtoBuildInfluence,Improve
-
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
23/34
BecomingATrustAgent
2. BeOneofUsbepartofthecommunitybydoing
yourbitandcontribuCng
toit.Engagethecommunity,ask&
listen.
ontributefreemiums.
RememberthattheonlineworldisaboutrelaConships,
notcampaigns.
Brogan&Smith(2009),TrustAgents:UsingtheWebtoBuildInfluence,Improve
-
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
24/34
SharingLessonsfromtheField
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
25/34
Pinterest,DreamHomePinboard
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
26/34
BecomingATrustAgent
SignalsofTrustinSites
Design:Elaboratevs.simple
Longevity:Newvs.old
Volumeofproduc9vity:oldvs.new
posts
Commentquality/no.:anbelinkedto
YahooProfilesifyourejustusing
email.
Domainname:Main?.com?
Sitew/AboutPage/Picture:Not
Anonymous
Twier/FacebookProfile:Everywhere
Brogan&Smith(2009),TrustAgents:UsingtheWebtoBuildInfluence,Improve
-
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
27/34
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
28/34
BecomingATrustAgent
3. TheArchimedesEffectleverageyourownstrengthswisely
Trynewthingsbutfocusonyourcorecompetence;e.g.writewhitepapers,booksbutyoudontdoeverything
UseyourCmewisely;delegatelow-priorityprojectssoyouhaveCmetofocusoncoreacCviCes&PEOPLE
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
29/34
BecomingATrustAgent
4.
AgentZeroposiConyourselfatthecenterbyconnecCngpeopleandgroups
reateprofilesthatshowcasetheyourcredenCalsandservices.
Itsnotwhoyouknow,butwhoknowsyou!
MakesureyourefoundthrugoodWeblinks.
MaintainarelaConshipwithyourdatabase(e.g.viaMailhimp).
Trycheckingyourinfluence&reputaCononline.
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
30/34
CheckHowYoureDoing
GoogleAlerts Rankhecker.com ompete.com Twi"erGrader.com
Klout.com
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
31/34
BecomingATrustAgent
5.
HumanAr9stlearnhowtoworkwithpeople;helpothersandbeconscienCousofeCque"e
ReducecommunicaConanxiety,respond0-24hoursfromreceivinganymessages.
LearnhowtosayNo.
ObservecommunityneCque"e&
eCque"e.Behelpful,bepresentbeforethe
sale,andbeavailable.
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
32/34
BecomingATrustAgent
6.
BuildanArmyyouneedalliestohelpspreadyourideas
Donthesitatetopartner.
Findamentor.
ScaleupyourservicebygoingintocooperaCve/affiliatemarkeCng,sharing
contentandideas.Ifyoudontliketoblog,partnerwith
someonewhoknowshowtoandpromoteyourservice!
Con9nuetokeeptheTrust,givebacktothecommunityinposi9veways.Those
whobelieveinyourpassion,visionandgoodworksspreadyourinfluence&reputaCon.Withthisyoubuildalegacyembeddedintheonlinecommunity,well
beyondyourlifeCme.
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
33/34
References
Brogan.andSmithJ(2009).TrustAgents:UsingtheWebtoBuildInfluence,ImproveReputaGon,andEarnTrust.Wiley&Sons.
inFurman,S.BuildingTrust(2009)onhp://www.usability.gov/arGcles/092009news.html#familiarity.
SiquijorM.H.(2007).EvaluaGngLearnerSupportforWorkplaceE-Learning:ACaseStudyofDriversofAdultLearnerMoGvaGonandSaGsfacGoninthePhil.lobalTradeE-learningProgram.DissertaConsubmi"edandapprovedSept.2007,SheffieldUniversity.
Wang,Y.D.,andEmurian,H.H.Anoverviewofonlinetrust:Concepts,elements,andimplicaGons.ComputersinHumanBehavior,21,2005:105-125inFurman,S.Building
Trustonhp://www.usability.gov/arGcles/092009news.html#familiarity.
WengerE.McDermo"R.,andSnyderW(2002).CulGvaGngCommuniGesofPracGce:AuidetoManagingKnowledge.HarvardBusinessSchoolPress.
Sites: hp://www.klout.com hp://www.RankChecker.com
hp://www.Twierrader.com hp://www.Compete.com
hp://kylelacy.com/the-definiGon-of-influence-in-markeGng-and-social-media/
hp://www.facebook.com/maita.siquijor hp://www.pinterest.com
hp://www.linkedIn.com hp://www.socialmediaexplorer.com/
hp://www.propatalliance.com/trust_definiGon.html
-
7/31/2019 23Rd MLS Congress New Ways to Build Trust and
Influence
34/34
Thankyou.
MaitaH.SiquijorMember,PAREB-MUNREB
LaMaisone"eManila,Inc.
[email protected]"p://www.residencesmanila.com
h"p://www.condoinmanila.comh"p://www.estateclass.com
