In this episode, Andrew and Diane discuss the benefits of building online communities for existing customers, and how to bring value to customer memberships. The conversation focuses on transforming the value of membership, utilizing technology to help automate and expand membership, and why it’s so important for recurring revenue companies to start online communities as an added benefit of membership. Andrew and Diane break down how she helped transform a traditional training business into a truly powerful community of recurring revenue customers, and how Content, Community, and Technology all melded together to create a unique customer experience that now adds measurable value to the membership. To learn more about a specific topic, jump ahead via the following timestamps: - [04:19] Transforming the value of membership - [09:50] Going for the renewal over the sale - [14:25] Starting community as a core membership benefit - [19:38] How technology plays a factor in expanding membership - [24:46] The importance of customer experience in online communities - [31:28] When recurring revenue companies should start communities - [34:26] Closing thoughts with Diane Hartley
“Everything we do is based on the human desire to bond or be a part of something.”
In this episode of Members Welcome, a Tobe Agency podcast series all about the benefits of nurturing online communities, Andrew Hong sits down with President of The Institute for Luxury Home Marketing Diane Hartley.
Diane has spent 30 years in leadership roles where she’s viewed everything through the eyes of revenue. During her tenure at The Institute, Diane has built and retained a membership of over 10,000 real estate professionals, and helped spearhead the creation of The Institute Network, a private online community for real estate professionals working in the luxury residential market. Diane and Andrew discuss how memberships differ from subscription models, why there needs to be a perceived value with online communities, and why the value of any membership is ultimately dependent on the value other members help bring to the space.
If you give recurring revenue members access to a network of great content, events, people, networking, and advice, they’ll recognize how valuable your network is and will continue to come back over and over again. To learn more about building your online community, contact the team at Tobe Agency.
EPISODE RESOURCES:
- Official Website - The Institute for Luxury Home Marketing
- Connect with Diane Hartley on LinkedIn
- Official Website - Tobe Agency