Business Development in a Virtual World

By Sydney DeMarco and Rachel Selwan, CED

Business development within the common interest development industry has always been an interesting study in both human relationships and the thin line between friendship and work. Most of our members who have the title of business developer or client services are actively marketing for their companies. They are associated with whatever services their companies offer, while at the same time, they are somehow their own separate entities. Typical marketing representatives aren’t just selling their companies to buyers, they’re selling themselves (not in a derogatory way, although some have blurred the line into a morally gray area), who they are, what their companies do and, by extension, the resources their companies have to offer to help make their clients lives easier.

Marketing has largely consisted of inviting clients to a wide range of fun events, whether it be out for a meal or coffee, or to sporting events or concerts. Office visits and "lunch and learns" were weekly occurrences. Business developers also participated in CAI Chapter organized events, from golf tournaments to educational luncheons and large scale tradeshows. The tchotchkes we kept in our vehicles were endless, and so were the hours we sat in traffic! At least, this was how it was done before COVID-19.

When the pandemic locked everyone down in March of 2020, the entire industry changed, irrevocably.

Management companies and individual managers were considered essential workers, of course, and had to figure out a way to manage their communities while in lockdown. Many quickly turned to virtual board meetings, working with vendors online, and adapting to a digital way of operating. We saw a lot of personal success as a result of virtual meetings, especially portfolio managers who no longer were spending hours driving on the road in Bay Area traffic. In the same breath, those Homeowner Leaders serving on the HOA boards, many of whom had not previously had much experience with video calling technology or attempted to run a board meeting that way, needed to adapt quickly to continue to vote and keep their communities going.

While we were able to pivot (growing to hate that word simply because it’s become an anxiety trigger) in all these ways, the business development field will never be the same.

The model that thrived on in-person relationship building died during the pandemic. Business partners, more than most, lost their careers attempting to regain some ground for their companies. We could write a whole article on the cost benefit analysis of firing your business developer during a pandemic to save money, only to come out on the other side lacking.

Marketing professionals are now living in a world that relies less on charm (or even an expense account) and more on insights and solutions. Only a few business developers were able to creatively develop relationships online over the past year and a half, even fostering new relationships and retaining current clients. And, as we head into another season of COVID-19 with Delta and other variants, the ability for a business developer to succeed in a virtual world is more necessary than ever.

Here are some inventive ideas and resources we have collected that will help maintain and build client relationships online.

SEO AND INTERNET PRESENCE

Now is the time to invest in an online presence, whether it be a new webpage with digital capabilities for clients, or boosting your SEO so your company becomes more visible. Clients are searching and using the Internet more than ever. Make sure to create "Call to Action" areas on your webpage to bring in new leads, add new images of recent work/projects, and update information and phone numbers every quarter. Clients want fresh, new, current content with easy features to use.

VIDEO CONFERENCING

If you currently do not have a paid account to utilize video conferencing, we highly suggest it. Everyone is now familiar with the Zoom platform, but there are plenty of others you can use to meet with your clients from the luxury of your couch. Some management companies might not have paid accounts or may only use free telephone conference call lines. Offering to host a video conference via one of these platforms may have an advantage: Microsoft Teams, Skype, Webex Meetings, BlueJeans Meetings, GoToMeeting, Google Workspace and Jabber. When on the video call, make sure there is light in front of your face, minimal background noise and a simple background.

VIRTUAL EVENTS

We have attended numerous online events, from live bands, cookie decorating, food making, game nights, craft beer and cocktail making/tasting, you name it. Considering "Zoom fatigue," I would aim for a small tailored group and not expect large numbers. Find something that your target group is interested in and create an event just for them. This could include having the clients pick up or be mailed a care package of items ahead of time. Don’t forget to include branded materials and contact info.

CARE PACKAGES

People love receiving mail. And if you have clients working from home, they are probably missing out on all the things the office used to provide – endless pens, highlighters, notepads, etc. Find out which clients work from home and ask if they need any supplies that have your company’s branding on it and then send a care package in the mail.

SOCIAL MEDIA

People are spending more time on social media, from Instagram, Facebook, Tik-Tock, and more. The market size of the social networking sites industry was expected to increase more than 17 percent in 2021 alone. Your clients’ eyes are on social media and you need be in front of them by beefing up your presence.

THE NEW "LUNCH AND LEARN"

A virtual "lunch and learn" is a win-win for clients and local restaurants. Set up the virtual lunch meeting with your client; but instead of bringing food to the office, provide clients with a $15-20 gift card to a local restaurant or delivery service in advance.

The coronavirus pandemic, although hopefully on the decline, has changed the face of our industry as a whole forever. Our nerves become frayed when anyone mentions that they "can’t wait to return to normal," as it is our firm belief we never will, and those who think so are fooling themselves. Eventually, we will go back to in-person meetings, events, etc. without concern, but everyone – not just in our industry – has had a life changing experience that affected the way they look at their career, family, and beliefs.

Regardless of your industry or level of digital technical skills, the impacts on client behavior are consistently changing. We must habitually examine our products, services, messaging, and marketing plans and ensure they are tuned in to those changes to remain agile for the even newer "new normal" moving forward.

Sydney DeMarco has been with Fenton Grant Law Firm as director of client services for more than five years and has worked with a diverse variety of organizations and clients in the HOA/residential and commercial industry for more than nine years. She is a highly motivated and organized creative professional with proven marketing skills and a passion for event planning and crafting.

Rachel Selwan has been with Meeting Possibilities, LLC for eight years and involved with associations and event coordination for more than 12 years. Her primary role is as executive director for the CAI California North Chapter as well as associate director for the CAI Bay Area & Central California Chapter. Selwan is a detail-oriented professional with extensive knowledge of event creation, planning, and execution.