Operational Transparency, Social Media and Real Estate – The Sales Lead Digest

It’s hard to believe, but we’re creeping back into election season again. This week we uncover an article focusing on the fonts presidential candidates are using on their sites. Just the kind of content creative marketing types enjoy. We have an article on process transparency and how it adds to perceived value, an article on social media influencers and junk food, and finally, we wrap it all up with an article on the value of a professional sales and marketing pro in real estate. Good reading.

This weeks sales and marketing news:


Operational Transparency

“However, there’s a wrinkle to the ATM success story. When customers use ATMs more and tellers less, their overall level of satisfaction with their bank goes down. It turns out that when consumers can’t see the work that’s being done to serve them, their perception is that less effort went into delivering the service, so they don’t appreciate or value it as much. ATMs carry out complex work…”

What are you doing for customers that is on the surface, too simple to add value? Technology makes it easier than ever to reduce the complex to a simple click and buzz. Next week, throw this article out in a meeting and expose your process to your customers. In this case it may help to see how the sausage is made.   READ MORE

Typography 2020: a Special Listicle for America

“Book publishers spend a lot on cover design. Candidates likewise spend a lot on their public presentation. Why? For the same reasons: voters (or readers) are going to make judgments based on design factors (whether consciously or not). So just as we should feel justified judging a book by its cover—because that’s what it’s for—we should likewise feel justified considering how typography reflects on each candidate.”

Is there anything better than designers commenting on design? Especially when it starts with “I wasn’t impressed by any of the websites, none of which exceeded the high end of mediocre…” As they pick the candidate’s site design apart, consider your offerings. Are you boring people into buying your product? READ MORE

Social Media May Sway Kids To Eat More Cookies — And More Calories

“Watching the social media influencers consume healthy snacks did not make a significant difference in which foods — or how much — the children chose to eat after viewing the images. But for those children who viewed vloggers eating unhealthy snacks, it was a different story: They consumed 32 percent more calories from unhealthy snacks compared with the children who viewed no food being eaten. And that translated to an extra 90 calories per day.”

Interesting to note that influencers weren’t effective at influencing healthy choices, but seemed to juice bad behavior. Are we to assume normative peer pressure can only do so much? Or that we should do more to show our customers modeling the behaviors we want them to emulate? So many questions. . .pass the jelly beans.   READ MORE

Selling a Home Without a Real Estate Agent

“Given the popularity of sites like eBay and Craigslist, he said, ‘people are used to selling things on their own. There’s a growing population of people who feel that they know their home as well as anyone and can sell that home better than anyone else.’ And if that means they’ll save a bundle in commission fees, why not give it a shot? An enormous amount of information is available online about how to do it — tips on how to give a house more curb appeal, for instance, and assistance from Zillow and other sites on pricing a house accurately and competitively.”

The next time you’re asked about the value a marketer brings to a transaction, this FSBO story may help illustrate it. The difference between selling a home or not often comes down to how it’s marketed and sold. If it were so easy, everyone would do it, right? Maybe the real estate marketers and sellers need to hire someone to help them sell their value.  READ MORE

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