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92: Josh Cobb: Why Looking Outside Of Real Estate Is Good For Business

By |August 16, 2016| No Comments

 

By looking at how other industries and professions are successful, and applying it to real estate, we open up a whole new world of competitive advantage and fresh thinking.

If we only look inside our own industry for new ideas, real estate as we know it could very well change around us. The threat of disruption in most other industries has come from outside of those industries and it would extremely naive of us to think it could never happen to us.

In this episode of Real Estate Pros, we discuss why looking outside of real estate for marketing and customer service inspiration is good for business, and two events you may like to consider attending in 2017 where such ideas and inspiration are in abundance.

Josh Cobb: Why Looking Outside of Real Estate Is Good For Business

In two weeks time, we’ll be making the 20 hour trip to Cleveland Ohio to attend Content Marketing World – the largest content event anywhere and a coming together of more than 4,000 marketers from over 550 of the world’s largest companies – companies such as Google, Microsoft, Lego, Visa, Intel, Marriott Hotels, Linkedin, Citrix, Forbes and many more.

I fundamentally believe that if we only ever look inside the real estate industry – to other real estate companies and individuals – for inspiration on how to improve our service to clients or become better marketers, we’re setting ourselves up for limited thinking and opportunities.

By looking at how other industries and professions are successful, and applying it to real estate, we open up a whole new world of competitive advantage and fresh thinking.

It is for this reason that we attend conferences like Content Marketing World that don’t necessarily have anything directly to do with real estate, to open up new doors for sustainable long-term growth for our clients and our own business.

Don’t get me wrong, it’s important to stay connected to what’s happening in our industry by attending our industry focused events, but with business changing faster than ever before, if we’re only looking inside real estate for new ideas, real estate as we know it could very well change around us. The threat of disruption in most other industries has come from outside of those industries and it would extremely naive of us to think it can’t ever happen to us.

All you need is curiosity and a willingness to spend a few dollars investing in your team to travel to some of these amazing events around the world.

Now while there are hundreds of events to choose from, I thought I’d share with you two of our favourites.

Firstly, let’s start with an event called Inman Connect.

Founded by Brad Inman, Inman Connect is held in New York in January and San Francisco around August each year. Although Inman Connect is focused on real estate, the content and format of the conference is something we’ve not really seen here in Australia.

With a focus on technology, social media and cutting edge thinking around the world of real estate, Inman Connect has featured speakers from a range of different industries including tech giants Google and Facebook, as well as one of my favourite speakers in New York this year – a gentleman by the name of Bas Landorp from Mars One – the team responsible for landing the first manned mission on Mars.

Many of the things we are talking about, only now, here in Australia, were first talked about at Inman Connect. Many of the real estate tech giants of the world were given their start at the event.

In a segment called New Kids on The Block, start-up companies are invited to pitch their new idea or technology to an audience of thousands of real estate professionals. Some of these technologies are now international success stories and it all started for them at Inman Connect. This is certainly one event to put on your list for 2017 and beyond if you’re a fan of tech, social media and consider yourself a bit of an early adopter. The Inman community always make you feel welcome and you’ll likely bump into someone else from Australia with the growing Aussie contingent making the trip each year.

The next event I’d like to tell you about is called Social Media Marketing World.

Held in San Diego California around March/April each year, this event sees more than 3,000 marketers from some of the worlds biggest brands come together to talk all things customer service, social media, digital marketing and the consumer experience. Topics range from ‘how to grow your Facebook engagement’, ‘how to master Instagram’, ‘how to leverage influencers’, or – one of the big topics earlier this year – ‘why live video is critical to your online success.’

On a social note, this conference has to have probably the coolest opening night party on the decommissioned aircraft carrier, the USS Midway. Truly an amazing experience and a chance to meet some inspiring marketers from around the world.

One of our clients who attended this year told us about how on the plane on the way home, they had mapped out a 12-month plan to leverage local influencers by interviewing them on Facebook Live about their journey as an entrepreneur and how real estate has been a contributing factor to their success. They had the plan mapped out and the technology to make it happen by the time they landed back home here in Australia. All of this as a result of attending three specific sessions at the conference about influencer marketing, growing an email subscriber list and how to use Facebook Live video.

In just 5 months, this particular agency has grown their audience to 500 email subscribers – the majority of which were not engaged with their business in any other capacity prior to them starting this initiative.

At the end of the day, business outcomes is what we all want from attending any event and this is just one example of how a real estate brand was inspired by an idea from outside of the industry, took it back to their office, took action to differentiate from their competitors and give their community something they’ve never had from their local real estate professionals.

So there you have it, two events that are sure to expand your thinking outside of the real estate industry and give you a competitive advantage the likes of which your communities have probably never experienced.

Have you been inspired by something outside of real estate that’s made a significant impact on your business? If so, we would love to hear about it. Send us an email to [email protected]

By sharing more of these ideas, my hope is that we can all lift the standard of the marketing being done by real estate professionals and create content that people in our communities want – instead of what we typically do which is create advertising that people mildly tolerate.

And hey, why not take your family or partner away with you to a conference or event overseas and make a holiday out of it?

Fresh business ideas tied in with a holiday with family sounds pretty good to me.

Good luck.

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