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How Community Builds Loyalty and Customer Experience in Real Estate and SaaS · Know Like Trust for Real Estate

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[SPEAKER_01]: Community is the connective tissue that is bringing together the people, the products and the purpose.
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[SPEAKER_01]: It's where the customers stop being users and become partners.
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[SPEAKER_01]: We need to have a connected way to fill the gap, translate what we're trying to say and solve problems.
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[SPEAKER_01]: Relationships are at the center of everything.
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[SPEAKER_00]: everyone welcome to know like trust for real estate where I help real estate professionals craft branding and marketing strategies that align with who they are not what they sell.
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[SPEAKER_00]: agents who work with me grow their business anywhere from 25 to 40 percent and today I am talking to a super good friend of mine and someone who is a pioneer of community.
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[SPEAKER_00]: Stacey Sole is the
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[SPEAKER_00]: Today we broke down all the different aspects of community how it's different from customer support and customer success and how it really has become a key differentiator in all of this automation environment that we live in so go ahead and take a listen.
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[SPEAKER_00]: Hey, stay.
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[SPEAKER_00]: Welcome to the No Like Trust Pod.
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[SPEAKER_00]: Love to have you here today.
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[SPEAKER_00]: My favorite podcast.
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[SPEAKER_00]: Thanks for having me.
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[SPEAKER_00]: Of course it is.
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[SPEAKER_00]: Oh, I got, I love you.
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[SPEAKER_00]: I am loyal.
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[SPEAKER_00]: I am a loyal person who are, you know, my husband tells me that I bleed, nestle crunch, I bleed, Miller, like, Poland Springwater.
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[SPEAKER_00]: I mean, I'm the same.
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[SPEAKER_00]: Anywhere I've worked, I,
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[SPEAKER_00]: That James.
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[SPEAKER_00]: Yes.
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[SPEAKER_00]: Yes.
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[SPEAKER_00]: Yes.
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[SPEAKER_00]: Yes.
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[SPEAKER_00]: Yes.
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[SPEAKER_00]: I mean, but I did there.
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[SPEAKER_00]: Yes.
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[SPEAKER_00]: I bring it into a circle.
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[SPEAKER_00]: I did.
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[SPEAKER_00]: I love it.
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[SPEAKER_00]: All right.
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[SPEAKER_00]: We're going to get right into this because we've got a talk I have a ton of questions for you.
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[SPEAKER_00]: I'm so excited.
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[SPEAKER_00]: This is I think the fourth episode in our customer experience series.
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[SPEAKER_00]: And it's a little bit different today because today we're talking about community.
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[SPEAKER_00]: You are the face of community.
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[SPEAKER_00]: So I'm just going to start out by asking you.
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[SPEAKER_00]: What actually is community inside a tech company like close?
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[SPEAKER_00]: Yeah, that's a great question.
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[SPEAKER_01]: So when I think of community, I think that community is the connective tissue, the connective tissue that is bringing together the people, the products, and the purpose.
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[SPEAKER_01]: Without it, you're missing that connective tissue.
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[SPEAKER_01]: It's where the customers stop being users and become partners.
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[SPEAKER_00]: Like what a visual is that, the connective tissue.
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[SPEAKER_00]: I've been reading a total sidebar.
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[SPEAKER_00]: I've been reading a lot about fascia, which is essentially the connective tissue that holds everything together in your body, your muscles, your bones, your organs, all that stuff.
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[SPEAKER_00]: I'm back in the day, they just thought it was a barrier to get to your organs, but now they know scientists know so much more about it and how important it is.
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[SPEAKER_00]: It's a critical part of your overall system.
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[SPEAKER_00]: So that's a great way to think about community.
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[SPEAKER_01]: I mean, that you drew that parallel.
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[SPEAKER_01]: It really, truly is.
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[SPEAKER_01]: I mean, if we were going to create sort of a synergistic analogy and cross that into the health care system, I would say yes, community is that stashah that's connecting all of us together.
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[SPEAKER_01]: You know, I think that,
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[SPEAKER_01]: All too often, and you know I've been in our text base and inside of our ability industry for a very long time and I've worked with a lot of different partners out there and I'm literally loved every single opportunity I've had to do this.
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[SPEAKER_01]: It's incredible when to realize that you have different, sort of, I don't know, I would almost say in a way silos, right?
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[SPEAKER_01]: You have your creators, your people who are building amazing technology that's here to solve problems.
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[SPEAKER_01]: It wouldn't even happen unless somebody had this innovation, this idea like, hey, I really want to solve a problem.
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[SPEAKER_01]: And so that's the beginning, right?
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[SPEAKER_01]: That's kind of the starting point.
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[SPEAKER_01]: And then you have the ideal customer, the person that you're trying to solve the problem for.
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[SPEAKER_01]: And oftentimes what you find is that the person that you're solving the problem for and the person building, the solution, they're both have the same outcome.
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[SPEAKER_01]: The goal is to solve that problem and to create success, but they communicate very differently.
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[SPEAKER_01]: I think you and I have a lot of friends that are in different lanes, as far as how their brain works and how they communicate.
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[SPEAKER_01]: So imagine, if you will, somebody who's maybe super scientific or engineer-focused and they're very much about data, give me large data sets to prove a theory.
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[SPEAKER_01]: Let me understand the nuance behind X, Y, and Z.
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[SPEAKER_01]: And it's important.
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[SPEAKER_01]: It's incredibly important to have those things in place so that you can create reliable
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[SPEAKER_01]: And then you have the other communicator, who says, I don't like the way this makes me feel.
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[SPEAKER_01]: Or what is the point of this?
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[SPEAKER_01]: It doesn't make sense because when I do this, I want to be able to do this, which makes me feel this way.
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[SPEAKER_01]: So you have these people that communicate completely differently.
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[SPEAKER_01]: And I identified this very early on in my career.
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[SPEAKER_01]: And I realized that I sat somewhere right in the middle.
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[SPEAKER_01]: when I did personality profiling or whatever, I've done every test out there.
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[SPEAKER_01]: I have little markers in every single category.
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[SPEAKER_01]: So which is cool, right?
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[SPEAKER_01]: Like, Jill of all trades, where all the hats can communicate with, whomever, however, I saw very quickly that companies, brands, and their consumers.
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[SPEAKER_01]: in a way where they could hear each other properly.
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[SPEAKER_01]: Mm-hmm.
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[SPEAKER_01]: Mm-hmm.
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[SPEAKER_01]: I decided to kind of create a role.
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[SPEAKER_01]: And that role is the one that was that community leadership that connects the dots and translate.
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[SPEAKER_01]: If you can translate what's happening, you can create better outcomes.
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[SPEAKER_01]: So anyway, long-winded way of saying that, yes, fascia.
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[SPEAKER_00]: Yeah, can come in.
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[SPEAKER_00]: I love it.
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[SPEAKER_00]: So what drew you into community leadership?
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[SPEAKER_00]: I mean, the first place was it, you know, those markers that you found or like, what was it that drew you in?
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[SPEAKER_00]: My dad used to say, you're a noticeer.
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[SPEAKER_01]: You pay attention to details.
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[SPEAKER_01]: I am very detailed oriented, but I like to people watch.
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[SPEAKER_01]: I used to be that kid that would go to the mall and watch people.
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[SPEAKER_01]: Yeah.
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[UNKNOWN]: Yeah.
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[SPEAKER_01]: not in a creepy stalker way, but I loved to just watch human behavior.
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[SPEAKER_01]: I love psychology.
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[SPEAKER_01]: And identifying where gaps exist and understanding that there was a way to connect people that were on different ends, but had the same goal by way of communication.
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[SPEAKER_01]: And I and I
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[SPEAKER_01]: literally created this physician who didn't exist in our industry, created this role because I saw a need.
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[SPEAKER_01]: We need to have a connected way to, you know, fill the gap, translate what we're trying to say and solve problems.
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[SPEAKER_01]: Relationships are at the center.
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[SPEAKER_01]: of everything.
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[SPEAKER_01]: We say it all the time, real estate agents will say the most successful agents.
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[SPEAKER_01]: They're always on your podcast talking.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: Relationships aren't the center of everything.
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[SPEAKER_01]: Well, guess what?
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[SPEAKER_01]: It's at the center of everything for the tools that we use.
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[SPEAKER_01]: Whether it's our industry or not, this works in every single industry that exists.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: If you are going to connect with a human relationships aren't the center of it.
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[SPEAKER_00]: Well, so when did you realize though that
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[SPEAKER_00]: more than engagement that it was really a business strategy.
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[SPEAKER_01]: I think it's one of those things that has a notice or over time.
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[SPEAKER_01]: You want to go way back, if we're going to crawl back here, back when we had chat rooms, where it was before we had social media, and we were in these chat rooms, people would have conversations, and people with a line, and they have discourse, and they'd
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[SPEAKER_01]: come to decisions or maybe you would be a part of a Skype chat group or maybe you would be part of a my space group whatever it was like we're talking way back.
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[SPEAKER_01]: I started noticing that there was this very human pattern of everybody needs to belong somewhere and trying to find your people in an online space is exciting because you have so many choices but yet very overwhelming.
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[SPEAKER_01]: And so finding ways to create lanes that are very clear and inclusive
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[SPEAKER_01]: and are bonding for the people that you are working with is truly it's so important.
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[SPEAKER_01]: I think every single company out there should have community leadership and I don't even mean this selfishly because I want you know a bunch of little knees running around but I mean we are starting to see this now it's finally I think it's finally a thing.
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[SPEAKER_01]: Yeah in fact I saw yesterday I saw yesterday it's it's flattering don't get me wrong.
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[SPEAKER_01]: but it's hilarious.
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[SPEAKER_01]: My exact job description that I created is now a copy-paste template people used to hire within the industry.
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[SPEAKER_01]: Oh my god.
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[SPEAKER_01]: I found it on LinkedIn.
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[SPEAKER_01]: I was laughing.
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[SPEAKER_01]: I was like, oh, I literally wrote that.
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[SPEAKER_01]: That's awesome.
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[SPEAKER_01]: That's amazing.
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[SPEAKER_01]: That is amazing.
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[SPEAKER_01]: Yeah, and I was flattered because I thought, okay, good.
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[SPEAKER_01]: I mean, at the end of the day, that means that, you know,
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[SPEAKER_01]: And it's, that's what's important.
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[SPEAKER_01]: Like when you think about everything that you do, Christine, with no light contrast, the foundation of connecting, you know, how to, to make the heart and the head connect together.
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[SPEAKER_01]: We do, we want purpose.
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[SPEAKER_01]: We want to drive our mission forward.
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[SPEAKER_01]: And so, I'm thrilled to see that it's pushing forward.
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[SPEAKER_01]: But now it's,
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[SPEAKER_01]: time to make sure that it's a, it's a serious.
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[SPEAKER_01]: It's not an afterthought.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: People used to think community was an afterthought like, oh, hire an intern from college.
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[SPEAKER_01]: You know, they're so good with the social and TikToks.
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[SPEAKER_01]: It'll be fine.
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[SPEAKER_01]: No, no.
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[SPEAKER_01]: Yeah, they're, they are.
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[SPEAKER_01]: They're great.
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[SPEAKER_01]: They're amazing.
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[SPEAKER_01]: bring them on your team.
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[SPEAKER_01]: But when you're talking about leadership, you need to think about business leadership and how community scales with that.
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[SPEAKER_00]: Yeah, exactly.
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[SPEAKER_00]: And so like so let's dive deeper into that because I don't think people really understand the difference between like community versus customer
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[SPEAKER_00]: fits into the sort of framework of an organization and how it supports the goals.
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[SPEAKER_00]: Can you kind of rip that down?
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[SPEAKER_01]: Yeah, for sure.
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[SPEAKER_01]: I mean, it can make it really simple.
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[SPEAKER_01]: Support fixes issues.
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[SPEAKER_01]: Okay.
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[SPEAKER_01]: So when you have a problem, you submit a ticket to support.
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[SPEAKER_01]: They're solving a problem for you.
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[SPEAKER_01]: Success drives your success team customer success.
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[SPEAKER_01]: They drive outcomes.
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[SPEAKER_01]: So you have your check in calls, your growth, your how to make sure that you're hitting your goals, right?
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[SPEAKER_01]: Community is creating that belonging and that shared momentum because you're in there with your peers.
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[SPEAKER_01]: You're kind of helping each other along and it's creating that connected moment.
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[SPEAKER_01]: This isn't just a transaction.
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[SPEAKER_01]: I'm invested in this and if you have a strong community.
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[SPEAKER_01]: you feel connected and invested in as a customer.
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[SPEAKER_00]: Yeah, that's brilliant.
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[SPEAKER_00]: So let's take it a one step further.
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[SPEAKER_00]: And AI has kind of taken over our world in the last two years, three years.
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[SPEAKER_00]: Everything was already moving in in that direction.
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[SPEAKER_00]: You have so much automation.
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[SPEAKER_00]: You have so many algorithms out there.
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[SPEAKER_00]: You have so many SaaS companies that are out there.
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[SPEAKER_00]: And they're out there to build and sell, or to build an IPO.
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[SPEAKER_00]: And so, you know, they're, they're, you know, using as few humans as possible, right?
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[SPEAKER_00]: Where does community fit in in that business model or in that environment?
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[SPEAKER_00]: Yeah.
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[SPEAKER_01]: Listen, I will be the first to tell you, I love AI.
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[SPEAKER_01]: I love AI for different reasons than I think a lot of people love AI.
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[SPEAKER_01]: I don't love AI because it's going to do things for me.
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[SPEAKER_01]: I love AI as a partner.
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[SPEAKER_01]: And I use my AI tools.
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[SPEAKER_01]: In fact, I invest in learning more about them.
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[SPEAKER_01]: I love to refine my prompts.
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[SPEAKER_01]: I love to learn how to do the latest innovations because at the end of the day,
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[SPEAKER_01]: We are all about when we think about our businesses, whether you're a solo printer as a real estate professional or in a different industry, or whether you're a part of a tech company or you're running a brokerage, you're always having to operationalize, and you're going to have to scale, and you're going to have to look at your bottom line.
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[SPEAKER_01]: If AI can help you to be more efficient and have more hands-on deck to solve problems,
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[SPEAKER_01]: you were going to be able to do so much more with so much less time.
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[SPEAKER_01]: You know, we only have 40 hours in our week or well, that's not true.
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[SPEAKER_01]: We work way more than that.
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[SPEAKER_01]: We only have seven days of year, 365 days a year.
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[SPEAKER_01]: So we have to figure out how to maximize.
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[SPEAKER_01]: So I'm, I think that AI is a great partner in community.
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[SPEAKER_01]: It's not going to be able to create the feelings and the relationship,
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[SPEAKER_01]: It can make us do a better job.
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[SPEAKER_01]: For example, if you have a great community and you have a tool that has the capabilities to take all of your help documentation and all your best practices and SOPs and things that we saw for an upload that into the system and then you have your AI agent who can come in and assist with those really quick snapshot answers that are needed.
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[SPEAKER_01]: Yeah, right.
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[SPEAKER_01]: If you're somebody needs help and they need help with a strategy or like they're just a little stuck.
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[SPEAKER_01]: It's not it's not a support ticket.
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[SPEAKER_01]: It's not a check it for your growth, but it's like I'm doing this thing right now and I'm like, I can't remember.
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[SPEAKER_01]: Do you think this or do you do that right?
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[SPEAKER_01]: Having a quick response that's accurate.
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[SPEAKER_01]: makes you feel pretty good and makes you feel confident in that community, in that tool.
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[SPEAKER_01]: So it's I think our AI partners, if you will, are an important part of us to do even better for our customer.
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: Yeah, I would agree with you.
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[SPEAKER_00]: I think we're in this, you've brought up so many things, like belonging, inclusiveness, high, high response rate when you need something.
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[SPEAKER_00]: I think those
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[SPEAKER_00]: word, AI is never going to be able to solve that stuff.
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[SPEAKER_00]: AI is never going to replace the human touch.
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[SPEAKER_00]: And I think we're in a time right now where, and I know you're going to be, you've already been so successful in your career, but I know it's going to take off even more now because I think I believe we're in a time where,
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[SPEAKER_00]: people want to be seen and heard and acknowledged and included more than ever.
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[SPEAKER_00]: Because there's so much automation out there because everything is so tech-based.
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[SPEAKER_00]: We, and we went for, you know, for a full year and a half during COVID without, you know, any human touch.
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[SPEAKER_00]: And so I think people are craving it.
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[SPEAKER_00]: So I think, yeah, I believe that community has its place and I believe now it's more important than ever.
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[SPEAKER_01]: I'll say, I believe it was always important.
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[SPEAKER_01]: We just didn't quite understand the why.
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[SPEAKER_01]: We as companies tend to
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[SPEAKER_01]: Well, I mean, it's nature.
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[SPEAKER_01]: You know, you're thinking about your bottom line.
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[SPEAKER_01]: You're thinking about the ROI and and it's been very difficult to provide data reports that can show definitively when I invest $X dollars into this.
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[SPEAKER_01]: particular thing that's community facing.
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[SPEAKER_01]: I received a return on this investment, X amount, and here was the exact reasons why.
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[SPEAKER_01]: So it's harder to map out that type of reporting, which if you are answering to a board, if you are answering to a public investor, if you're answering to yourself, I mean, whoever you're answering to, justification of
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[SPEAKER_01]: That's actually one of the things that I've had fun with Christine is I've been working over the last several years to come up with different metrics or ways to capture metrics and around the ways that community and the efforts around it are actually creating measurable reportable data that can show proof positive that it's worth the investment.
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[SPEAKER_00]: And this actually connects perfectly to what we've been talking about, because clarity in your business isn't just about marketing, it's about what's happening behind the scenes too.
17:24
[SPEAKER_00]: If you're a solopreneur, you know how this goes.
17:26
[SPEAKER_00]: Receipts everywhere, expenses for gotten, and then tax season shows up, and, well, it's just not fun, right?
17:32
[SPEAKER_00]: That's exactly why we built Bekeeper AI.
17:35
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17:43
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17:44
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17:47
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17:50
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17:55
[SPEAKER_00]: We're opening early access right now, and I'd love for you to be part of it.
17:59
[SPEAKER_00]: Head to bekeeperAI.com slash waitlist to sign up.
18:03
[SPEAKER_00]: That's the letter B. KeeperAI.com slash waitlist.
18:08
[SPEAKER_00]: I'll see you there.
18:10
[SPEAKER_00]: Well, let's talk about that.
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[SPEAKER_00]: So let's talk about when, you know, in an industry like yours, in a tech industry, where you have a focus on community and believe that it's a, you know, a strategic part of your business.
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[SPEAKER_00]: When people feel part of a community, how does their behavior change in that context?
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[SPEAKER_01]: I'm going to give an example of, you and I, we belong to a similar community, right?
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[SPEAKER_01]: It's the same for years and years and years we go to our in-men connect, right?
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[SPEAKER_01]: And that's a community, right?
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[SPEAKER_01]: This community of real estate professionals that go year after year to an event.
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[SPEAKER_01]: And nine times out of ten, if you ask them,
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[SPEAKER_01]: What did you love about it?
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[SPEAKER_01]: It's not the answer that the organizer probably wants to hear, which is, oh my gosh, the sessions were amazing.
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[SPEAKER_01]: I learned so much, my career grew because I sat in that session.
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[SPEAKER_01]: I mean, sure.
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[SPEAKER_01]: Yes, we, everything we learned, we're like a sponge, we soak it up and if applied and used in a repeatable fashion will create success.
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[SPEAKER_01]: But most of the time what you'll hear as people say, I love catching up with my people.
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[SPEAKER_01]: It's the only time of year where I can see some of my favorite people all in the same space.
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[SPEAKER_01]: And it just feels so good to be able to start my year off or wrap my year up, whichever one you're going to.
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[SPEAKER_01]: Connecting the dots with people that really means something to me.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: That.
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[SPEAKER_01]: stealing.
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[SPEAKER_01]: Again, here we are with that feeling and that sense of belonging and I keep using this belonging where I dropped some hints to you when we were in New York.
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[SPEAKER_01]: I'm working on a project around belonging and it's something very, very, very, very meaningful to me and I have a lot of really strong data for you nerds out there behind the business of belonging and it's important to your point.
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[SPEAKER_01]: How does it make the person feel inside the community?
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[SPEAKER_01]: It feels like
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[SPEAKER_01]: I'm a part of something that's so much bigger than just a platform or just a tool or just a XYZ, whatever it is, right?
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[SPEAKER_01]: People will sometimes stick around and use things more or because it's like the best family.
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[SPEAKER_01]: Yeah.
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: And so from an ROI perspective, that I would imagine
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[SPEAKER_00]: Yeah, because what's the stat around people who like the turn?
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[SPEAKER_00]: Like what is the average turn on a tech company or a sales company?
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[SPEAKER_00]: It's pretty high, right?
20:39
[SPEAKER_01]: Yeah, I mean, it just depends on the use case.
20:43
[SPEAKER_01]: It depends on the, these are so many different factors, right?
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[SPEAKER_01]: So I can't give you like a generic turn rate, but I will say that most of the time,
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[SPEAKER_01]: churn is happening or it's in progress before most people even realize it.
20:57
[SPEAKER_01]: And it's not until that person shows says hi, I hit cancel or I'm sending hit and send to that email and by the time they do that, it's over.
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[SPEAKER_01]: There's really no turning them around.
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[SPEAKER_01]: they're just like, I'm done.
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[SPEAKER_01]: I mean, if you could have been investing in on your people, along the way, along their journey, not just once they're mad, but like the whole way through investing your people, that can be listening.
21:23
[SPEAKER_01]: Yeah, that can be asking questions, that can be showing up for them, that could be understanding what matters to them and having alignment.
21:32
[SPEAKER_01]: Right?
21:32
[SPEAKER_01]: And that needs sometimes changing what you're doing based on their feedback.
21:37
[SPEAKER_01]: Right?
21:37
[SPEAKER_01]: If you have enough people saying, you know what?
21:40
[SPEAKER_01]: I absolutely cannot stand when you do X, but you keep doing it anyway.
21:47
[SPEAKER_01]: Right?
21:48
[SPEAKER_01]: Well, read the room.
21:50
[SPEAKER_01]: Pay attention.
21:51
[SPEAKER_01]: Yeah.
21:51
[SPEAKER_01]: Right?
21:52
[SPEAKER_01]: Community can help you to identify and solve for that.
21:55
[SPEAKER_00]: Talk about some specific ways that your community within clothes is creating that stickiness.
22:03
[SPEAKER_01]: So it's a really a fun thing for me.
22:06
[SPEAKER_01]: So I just joined the closed team at the beginning of this year, and what's really, really fun is that they understand, I didn't need, I didn't have to explain community to the founders.
22:18
[SPEAKER_00]: Imagine that.
22:19
[SPEAKER_01]: You know what I meant, they're like, we knew we needed this.
22:22
[SPEAKER_01]: So we just, you know, we were working to get to that point.
22:25
[SPEAKER_01]: And so it's great is that I don't have to, like,
22:28
[SPEAKER_01]: break down a wall to help them to understand, but what's really, really fun in it's a big project, but it's so worth it, is I'm building from the ground up here.
22:36
[SPEAKER_01]: Because like I said, this company, I guess you, you all didn't hear this, but Christina and I were talking before we hit record, and I was telling her that you know, clothes actually started out.
22:46
[SPEAKER_01]: in the App Store.
22:48
[SPEAKER_01]: So anyone in the world could gain access to this amazing tool that would help you to focus better on your relationships and be able to stay connected and have this relationship insight without you having to do the lift of, you know, manually entering data constantly to take care of your relationships.
23:06
[SPEAKER_01]: So as a result of that, we had tons of different industries, tons of different use cases, and so much information, so much was learned.
23:14
[SPEAKER_01]: So there wasn't necessarily a need at the time for like, let's build a community specifically because it was serving so many different types of communities.
23:23
[SPEAKER_01]: past forward, a very successful real estate team overseas reached out to the founders and said, Oh my gosh, I feel like I found the unicorn.
23:33
[SPEAKER_01]: Where have you been my whole life?
23:35
[SPEAKER_01]: The business exactly what we need for our business.
23:37
[SPEAKER_01]: Can you just do a couple of things that would just make a lot more sense for how we do it in our industry?
23:43
[SPEAKER_01]: So they sat down with the founders and, you know, they refined it and it's like they
23:52
[SPEAKER_01]: That's how we actually ended up with our amazing clients.
23:56
[SPEAKER_01]: Sotheby's was through that whole relationship, yeah, discovering and then listening.
24:02
[SPEAKER_01]: So that whole process has been very organic.
24:06
[SPEAKER_01]: I have been really excited to come in and say, okay, I get to build from the ground up.
24:11
[SPEAKER_01]: and create community.
24:12
[SPEAKER_01]: Now, community isn't just a lot of people think, oh, community just means you're going to have a group like a Facebook group.
24:19
[SPEAKER_01]: Yeah.
24:19
[SPEAKER_01]: Yeah.
24:20
[SPEAKER_01]: Plaps, somewhere, and people join it.
24:23
[SPEAKER_01]: And then you have somebody like watch the notifications and answer questions.
24:28
[SPEAKER_01]: Okay.
24:29
[SPEAKER_01]: That is a very small piece of it.
24:32
[SPEAKER_01]: There are so, so much more.
24:34
[SPEAKER_01]: And I'm not going to give a master class on how to be a community builder or community leader.
24:40
[SPEAKER_01]: We're going to have to like, you're going to have to like book an appointment with that one, but yeah.
24:46
[SPEAKER_01]: But there's, I actually do, I actually mentor a lot of people in our industry, by the way, because when I told you that this role didn't exist for many years, over the years, it was really funny.
24:56
[SPEAKER_01]: I think I was, I was with another company several years back, and I was at an event, and someone came up to me and said,
25:04
[SPEAKER_01]: We're trying to hire a Stacey for our, and my name became a job role.
25:09
[SPEAKER_00]: Oh, that's so funny.
25:10
[SPEAKER_00]: I know, I was like, if it's a buddy, right?
25:14
[SPEAKER_00]: If it's not a Facebook group or just a Facebook group, what else is it?
25:18
[SPEAKER_01]: There's so much more.
25:18
[SPEAKER_01]: So if you think about community community is not just a place that you gather.
25:23
[SPEAKER_01]: It's how you get the right groups of people connected.
25:27
[SPEAKER_01]: How you get the right groups of people connecting with one another.
25:30
[SPEAKER_01]: how you identify what matters to these groups of people and how you support it.
25:35
[SPEAKER_01]: So it's an advocacy piece, it's advisory piece, it's peer to peer learning, it's event focus, it's social listening, it's social engagement, it's having the groups, having the monitoring, there's so many different levels, layers, and the reporting.
25:51
[SPEAKER_01]: You gotta have the reporting as well.
25:52
[SPEAKER_01]: Yeah, there's so many different pieces of this.
25:56
[SPEAKER_01]: And if depending on the size of your company,
26:00
[SPEAKER_01]: real estate agents.
26:02
[SPEAKER_01]: You should be using community in your business with your clients as well.
26:07
[SPEAKER_01]: It's not just the companies and the tools that you use that you're a part of a community, but you should be building community around in your people as well.
26:15
[SPEAKER_00]: So again, it's like we're reading each other's minds.
26:19
[SPEAKER_00]: That was going to be my next question.
26:21
[SPEAKER_00]: You know, what does building community look like for a real estate agent?
26:25
[SPEAKER_00]: Like how would they even, what would be the first thing that an agent would do to try to build community in their business?
26:31
[SPEAKER_01]: A lot of the really successful agents are already doing that and they have been doing this for years and maybe they didn't call it community but they have been doing it.
26:39
[SPEAKER_01]: When you think about, depending on which coaching program you use here, we've heard, like, be the mayor of your town or, you know, be the person that you are the person that's most referred.
26:50
[SPEAKER_01]: You're, you're that person who is that connected.
26:53
[SPEAKER_01]: Here we go with that connected tissue.
26:55
[SPEAKER_01]: You're the fascia of your community.
26:57
[SPEAKER_01]: And so kind of a gross thought, but yeah, I don't know, you go have my brain worked.
27:02
[SPEAKER_01]: You're going to get me stuck on this.
27:03
[SPEAKER_00]: I don't know.
27:03
[SPEAKER_00]: Stay in this fashion.
27:05
[SPEAKER_01]: You're probably gonna get a massage like one of those like fashion massage as I think you gift for having me on your on your podcast so that's hysterical.
27:16
[SPEAKER_01]: Don't brand it.
27:17
[SPEAKER_01]: Stop branding your gifts people anyway.
27:21
[SPEAKER_00]: Nobody wants some things branded.
27:22
[SPEAKER_00]: I know I'm totally guilty of doing it to anyway.
27:27
[SPEAKER_00]: We do.
27:27
[SPEAKER_00]: We all do.
27:28
[SPEAKER_00]: We digress.
27:29
[SPEAKER_00]: This is, yeah, squirrel.
27:31
[SPEAKER_00]: We're just, just a squirrel moment.
27:35
[SPEAKER_00]: Question was, if I'm a real estate agent, how do you, what are the communities?
27:40
[SPEAKER_01]: Yes, yeah.
27:42
[SPEAKER_01]: So in your community, you're serving the people that you serve inside your community.
27:46
[SPEAKER_01]: That is your community, right?
27:48
[SPEAKER_01]: So whether it is that you are hosting events like a lot of you do, you're hosting event, whether it's, you know, once a year for my, my servenant launch or my clients or my referral bates or all in one, or maybe it's just for people that fill out a form and they came to your buyer seminar or how to be a seller or how to age out and not end up in a retirement home.
28:11
[SPEAKER_01]: Whatever the case may be, you're building community.
28:14
[SPEAKER_01]: what you do with that group of individuals if they only sit in your CRM or on your spreadsheet or in your phone and you're not doing something more to create a real community experience for your people you're missing out and there's so much you can do so much you can do and it doesn't happen fast it doesn't so if you are looking for a really quick snap your finger it happened overnight
28:42
[SPEAKER_01]: It won't work.
28:44
[SPEAKER_01]: It's not going to happen.
28:45
[SPEAKER_01]: But I can tell you right now, if you don't do it, it will feel like a snap of a finger when you become irrelevant.
28:52
[SPEAKER_00]: Well, right.
28:53
[SPEAKER_00]: And because it'll never happen, right?
28:55
[SPEAKER_00]: If you don't, if you don't do anything, it'll never happen.
28:57
[SPEAKER_00]: It's like if you don't ask, the answer is definitely no.
29:00
[SPEAKER_00]: If you just ask me all the time, like how long does it take to an advertising campaign to work?
29:06
[SPEAKER_00]: And it's anywhere from 18 to 24 months done consistently.
29:10
[SPEAKER_00]: Is that the same timeline for building community or is it faster or slower?
29:15
[SPEAKER_00]: You know, I've seen it go both ways, right?
29:18
[SPEAKER_01]: I've seen, you know, communities pick up quickly because of, you know, if you have the privilege of timing, you know, where you show up and you build right at the right time, right as people need something, and you have the resources and the capability to do, everything you need to do to get a quick resolve,
29:36
[SPEAKER_01]: Sometimes.
29:37
[SPEAKER_01]: But most of the time, it's a very slow burn, right?
29:40
[SPEAKER_01]: It's a build, it's a weight, it's patience.
29:43
[SPEAKER_01]: It's like, you know, it's like parenting, right?
29:47
[SPEAKER_01]: You have a kid and they go through all their phases and they don't become the amazing human that you are so excited they became until they grew up, right?
30:00
[SPEAKER_01]: Yeah, it took time.
30:02
[SPEAKER_01]: And so there's so many different iterations
30:06
[SPEAKER_01]: I will say this.
30:07
[SPEAKER_01]: If you're somebody who maybe runs a community, whether it's for your business, or whatever the case would be, however you landed on this, just know that when you go into your reporting dashboard and you're looking at your numbers and you're feeling
30:25
[SPEAKER_01]: maybe feeling like, I'm not doing a good job.
30:28
[SPEAKER_01]: Like, I'm not getting my likes.
30:29
[SPEAKER_01]: I'm not getting my shares.
30:31
[SPEAKER_01]: Nobody's commenting.
30:33
[SPEAKER_01]: I'm doing something really bad.
30:35
[SPEAKER_01]: I must be bad at this.
30:37
[SPEAKER_01]: I'm going to just stop you for a minute and just have you really look again, okay?
30:43
[SPEAKER_01]: The ego tries to drive a lot of what we do.
30:47
[SPEAKER_01]: Even if we say it's not, it does.
30:50
[SPEAKER_01]: And sometimes the likes in the comments feel validating, which is again, that's an ego stroke.
30:58
[SPEAKER_01]: And also, it's a business stroke, right, where you can say, look, I can prove definitively I did X-Y and Z and voila, you're welcome.
31:06
[SPEAKER_01]: That being said, if you look behind the scenes, if you look at the numbers that the reach, if you look at how many people actually came across your post.
31:15
[SPEAKER_01]: They may not have taken action.
31:17
[SPEAKER_01]: They may not have liked it.
31:19
[SPEAKER_01]: They may not have left a comment.
31:21
[SPEAKER_01]: It doesn't mean that what you shared wasn't meaningful and didn't stay in their brain.
31:26
[SPEAKER_01]: And just means that they were busy.
31:28
[SPEAKER_01]: They didn't stop.
31:29
[SPEAKER_01]: They were just scrolling.
31:30
[SPEAKER_01]: Yeah.
31:31
[SPEAKER_01]: Or it means I don't actually want anyone to know what I'm thinking about this right now.
31:35
[SPEAKER_01]: Because that's revealing.
31:36
[SPEAKER_00]: Yeah.
31:37
[SPEAKER_01]: That's so revealing.
31:39
[SPEAKER_01]: Right?
31:39
[SPEAKER_01]: Some people like to be, I do that.
31:41
[SPEAKER_01]: I do that.
31:42
[SPEAKER_01]: Sometimes I'm just in a, I told you I'm a no-to-ser.
31:44
[SPEAKER_01]: Right?
31:45
[SPEAKER_01]: I'm going through and I'm kind of like, ooh.
31:47
[SPEAKER_01]: Ooh.
31:48
[SPEAKER_01]: OK. Well, I don't really want to click a like on that.
31:50
[SPEAKER_01]: Because then everyone's going to kind of know I'm in that thought process over here.
31:53
[SPEAKER_01]: And that feels very invasive to me.
31:55
[SPEAKER_01]: How many other people are doing that?
31:58
[SPEAKER_01]: A lot.
31:59
[SPEAKER_01]: So, ask yourself this.
32:01
[SPEAKER_01]: Have you ever been somewhere at an event at dinner party, whatever the case may be, and you're talking to someone?
32:08
[SPEAKER_01]: And they say, I don't remember where I saw it, but I remember seeing that X, Y, and Z.
32:13
[SPEAKER_01]: Probably they saw it on social media.
32:15
[SPEAKER_01]: They were scrolling through.
32:16
[SPEAKER_01]: They filed something.
32:17
[SPEAKER_01]: It registered in their brain.
32:18
[SPEAKER_01]: And they can't attribute exactly the date exactly who exactly what but it was planted.
32:23
[SPEAKER_01]: It was like a seed planted in their brain.
32:26
[SPEAKER_01]: or how many times have you been so racist?
32:28
[SPEAKER_01]: Oh my gosh, I see you're stuff on social all the time.
32:32
[SPEAKER_00]: You feel like you like it.
32:33
[SPEAKER_01]: It's a part of community.
32:35
[SPEAKER_01]: Absolutely.
32:36
[SPEAKER_01]: Think about it.
32:37
[SPEAKER_01]: If you have if you have your social network, okay?
32:41
[SPEAKER_01]: Whether you're a TikTok person, Instagram, Facebook, LinkedIn, your church, chatboard, I don't know.
32:48
[SPEAKER_01]: Like whatever the place is that you're having conversations, right?
32:52
[SPEAKER_01]: Yeah.
32:52
[SPEAKER_01]: That's part of your community.
32:53
[SPEAKER_01]: Because if you engage with another person, you're building a relationship, you're building rapport.
32:59
[SPEAKER_01]: You're showing support for one another.
33:01
[SPEAKER_01]: You're building community.
33:02
[SPEAKER_01]: Yeah.
33:03
[SPEAKER_01]: And it's so interesting because you can have community living in lots of different places because you have an account here.
33:07
[SPEAKER_01]: I have an account here.
33:08
[SPEAKER_01]: Yeah.
33:09
[SPEAKER_01]: You're out here.
33:09
[SPEAKER_01]: You're over there.
33:10
[SPEAKER_01]: And how you connect with one another is showing up for your community.
33:15
[SPEAKER_00]: I think that if you're a real state professional listening, I think the moral of the story that I'm taking away is community lives in all parts of your business.
33:27
[SPEAKER_00]: And so it doesn't need to be one event or one Facebook group.
33:33
[SPEAKER_00]: It really is your online community and your offline community.
33:39
[SPEAKER_00]: And I think the important thing is is that you're nurturing the relationships.
33:43
[SPEAKER_00]: wherever you might be online or offline.
33:46
[SPEAKER_00]: So, CC, I absolutely love this, Stacey.
33:48
[SPEAKER_00]: So, Leigh is the head of community at closed before we close our chat today.
33:56
[SPEAKER_00]: I would like to ask you to finish this sentence.
33:59
[SPEAKER_00]: No, like trust is.
34:01
[SPEAKER_01]: No, like trust is the formula for creating connections that are meaningful, sustainable.
34:11
[SPEAKER_01]: and purpose-driven.
34:13
[SPEAKER_01]: It's the fashion.
34:20
[SPEAKER_01]: You know it, it's like, I feel like every time you give me the opportunity to be a part of your podcast.
34:27
[SPEAKER_01]: We have inside jokes at last for an entire year.
34:30
[SPEAKER_01]: Oh, 100%.
34:31
[SPEAKER_01]: I'm going to come back really fast and say this.
34:34
[SPEAKER_01]: Another, if you want another little secret tip, yes, if you want your community to be the best possible community it can be, no matter how much money you have to pour into it, no matter how much time you have to commit to it, the secret ingredient, I'll tell you what my secret ingredient is to every community I've ever built.
34:53
[SPEAKER_01]: Ready?
34:53
[SPEAKER_01]: Yes.
34:58
[SPEAKER_00]: I call it personality.
34:59
[SPEAKER_00]: I call it your weird.
35:00
[SPEAKER_00]: Like, your weird is your wealth.
35:03
[SPEAKER_00]: Yeah.
35:03
[SPEAKER_00]: Right?
35:03
[SPEAKER_01]: Right.
35:05
[SPEAKER_00]: And then you are.
35:06
[SPEAKER_01]: And make space for your community members to have their personality.
35:13
[SPEAKER_00]: Exactly.
35:13
[SPEAKER_00]: That's the inclusiveness.
35:16
[SPEAKER_00]: How could people find you?
35:17
[SPEAKER_01]: If you go anywhere online and you type in Stacey Sole, like Cirque du Soleil,
35:26
[SPEAKER_01]: I'm everywhere.
35:27
[SPEAKER_01]: Yeah.
35:27
[SPEAKER_01]: I will connect with you wherever you want to be.
35:29
[SPEAKER_01]: You want to be on Instagram, you want to be on LinkedIn, you want to, I am literally everywhere.
35:34
[SPEAKER_01]: So, that's what connected to it, that's what the fashion does is we are everywhere.
35:39
[SPEAKER_00]: And if people wanted to get more information on clothes, how do they find clothes?
35:44
[SPEAKER_00]: Yeah.
35:44
[SPEAKER_00]: You just go to AI.clos.com.
35:46
[SPEAKER_00]: Perfect.
35:48
[SPEAKER_00]: Stay safe.
35:48
[SPEAKER_00]: Yeah.
35:49
[SPEAKER_00]: Thank you so much for being with us today.
35:50
[SPEAKER_00]: You know how much I love and adore you.
35:53
[SPEAKER_01]: at the feeling is mutual and I'm so proud of what this podcast has done is continuing to do and I'm so incredibly proud of you, my friends.
36:03
[SPEAKER_01]: So if you are listening, if you're watching, make sure you subscribe and make sure you leave comments and you share and you engage because you're a part of her community and community is a two way stream.
36:18
[SPEAKER_01]: So let's all connect and build community together.
36:22
[SPEAKER_00]: Thanks, stay the end.
36:23
[SPEAKER_00]: Ciao, everyone.
36:27
[SPEAKER_00]: Thanks so much for listening to the show and as Stacey said, if you like this conversation, make sure to share it with a friend, hit follow on your podcast app, or if you're watching us on YouTube, make sure to hit subscribe so you never miss another episode.
36:40
[SPEAKER_00]: Sign up for my newsletter, the Sunbeam.
36:43
[SPEAKER_00]: Go to post-in-beamcreative.com and sign up and until next time, I'm Christine George and you're listening to No Like Trust for Real Estate.