TOOLS of the trade

Had a chance to address the building industry in the Palm Springs area last week. They always show such a great spirit but the session made me think a bit deeper.

My presentation was about 15 real strategies to power thru this market and beyond 2009. I hope everyone got value from the session.

Of course, we talked about social networking as a tool for a couple of the strategies. Some builders fear the idea. But some fear only the ability to control the message.

My point has always been that, as builders, we don’t control our message as it is. Who knows what people say (NOT just our salespeople, but let’s focus on them) now? What goes into the e-mails we send to prospects, to buyers and to brokers? What control do we have of the remarks made in our sales offices, design studios, mortgage companies? What was said in the follow up cards and letters. What was in the notes we put on the brochures and maps and price lists? In fact, what about the messages given out about us by our team at house parties, baseball games and at other social events? While shopping, or meeting the kids’ teachers, or at church?

The very top tier of exec’s at Lennar are known for wearing their company name badges almost everywhere. There are several good messages there, but one of them has to be that they are brand ambassadors almost everywhere they go. Almost anything they do or say reflects on Lennar.

How many of us would be prepared to take that approach?

But, regarding social networking and controlling the messages there, it’s a matter of training, focus, give-a-damn, and awareness of the brand.

I advise builders and our consultants to train the team what to say, (…the approach, not the actual words…social networking must be authentic. To be authentic, it must be the words of the one posting them!), when to say it, to whom, etc. If we cannot trust people to carry our message online, can we trust them when they are in line…at Starbucks, or on the road, or at the supermarket?

Our customers use these tools, so we must. There simply is no option.

BUT…

I understand the fear of many builders and even others.

When I see the postings of SOME very bright, responsible professionals, I often think “TMI” too much information. Is it appropriate to show every Facebook friend that you hate your job, that you express your political views with a series of rants highlighted with language that would embarrass many of our onsite construction teams? We would fire a framer if such language were heard by prospects. But then we see posted comments for thousands…actually millions…by some of the same professionals on whom we rely to carry our message!! They may be staff or consultants, but what they say reflects on more of us than only the posting party.

And while I confess to reading the posts, and I feel a bit voyeuristic, I wonder about the judgment of those who are compelled to share some of their most intimate activities and private (!!!) thoughts online.

If I am considering a hire or a business relationship, I try to research the people or firms beforehand. Don’t most careful people? And what would I find at Facebook, My Space, Twitter or LinkedIn?

Some people gather up “connections” or “friends”, or “followers” simply to have bragging rights about the number they have. Then they may well provide self-damaging, or others-damaging comments that are impossible to undo once released.

“Drunk dialing” is not the sole province of college students. At least with DD, there is less of an audit trail…other than the memory of others. With social network postings, they have a life of their own…and it is hard to claim we were misquoted.

So…this is an online tool that we MUST use to be more successful. Like the roto-hammers, saws and staple-gun tools we have onsite, they can also be a weapon. Without proper use and training, they can cause damage to ourselves, our colleagues, our employer and even innocent parties.

Abuse is not a reason to avoid the tool…but it may be a reason to avoid the user.

HARD
May 15, 2009